Drastically New Ways To Retarget

Transcription

1 Drastically New Ways To Retarget

2 TABLE OF CONTENTS INTRODUCTION BURN PIXELS SOCIAL MEDIA RETARGETING SEGMENTATION + CREATIVITIY FREQUENCY CAPS A/B TESTING USE ONE VENDOR ONLY Copyright Disruptive Advertising. All Rights Reserved.

3 INTRODUCTION 01 Retargeting (also known as retargeting on the AdWords side) is an amazing way to bring back lost visitors with new offers and engaging promotions. But did you know that not all retargeting is created equal? About 93% of advertisers only target All Visitors and create only one set of ads for each. Sounds crazy right? That s because we re not sure if those are exact numbers, but we re pretty confident that it s accurate. Not many people in today s advertising world do retargeting the right way. We re here to help give you 6 new ways you can spark new life into your retargeting campaigns. To get more visitors and turn those suckers into sales!

4 BURN PIXELS 02 AD Burn pixels are a cool way to make sure you don t over kill your messaging to individual users after the ve actually converted from your efforts. POTENTIAL LEAD Have you been a victim of retargeting yourself? It can get annoying. Have you been a victim of retargeting even after you converted? It can get REALLY annoying! Burn pixels are a way to make sure your retargeting ads aren t continually showing to people who have already performed your desired action. It doesn t mean that you stop showing your ads altogether (because hey, we know the selling isn t done after the lead has been captured), but it does mean that you stop showing that one type of ad. NEW LEAD Now with your success being where it s at, it s important to consider showing other ads that highlight other benefits and features that your product/service offer. Think of these ads as a way to convince the customer even more as you re working your magic on the schmoozing and selling side of things. Depending on which channel you use for retargeting, make sure you ask them how to create the burn pixels. AD BURN PIXELS

5 SOCIAL MEDIA RETARGETING 03 Your retargeting ads might be following visitors around on the Google Display network, but are they being shown on Facebook and Twitter? Social media retargeting is a powerful tool that allows you to use CPM bidding on Facebook and Twitter to show your ads either directly in the news feed (Facebook & Twitter) or in the right hand side bar (Facebook). To be able to do this type of advertising, you have to be using a certified Facebook Exchange (FBX) platform. A great tool to use for this would be AdRoll or Perfect Audience (now part of Marin). You can then link up your Facebook page and connect your ads with your page to show up in your visitors news feeds. A great tip would be to make sure you have enough visitors before embarking on a CPM bidding model. If you don t have enough visitors, then it would take a very long time to split test new ads and offers.

6 SEGMENTATION + CREATIVITY 04 Retargeting is retargeting right? I mean, all you need is a few ads and people will come back right? Not quite. A There are too many companies and individuals out there who think adding one set of retargeting ads to a retargeting campaign is the end-all, be-all. And then set those ads to target All Visitors. It s kind of like practicing your sport once a month vs. every day. It s not the most effective way of improving performance. So how do you make sure your retargeting kicks butt and takes names? B C Say hello to segmentation. Segmentation simply means that you should focus on creating new audience buckets depending on which pages your visitors have been on and the actions they ve taken. Did the visitor spend a lot of time on your About Us page? Then why not show them a retargeting ad that offers a 15 minute, one on one consultation from the CEO or another prominent employee in your organization? The visitor wanted to get to know you better by being on that page, now you have the chance to grow that relationship.

7 SEGMENTATION + CREATIVITY (continued) 05 EVERYONE ELSE YOU Do you have visitors who abandoned your shopping cart? Why not create an audience specific for them and offer them a certain discount promo code to come back and finish their purchase. The same thing goes for people who found you from a non-branded search on Google vs. people from your list. They re in different stages of your relationship, and you should only hold hands when you need to and make out with the others. Once you ve decided on which audiences should be segmented where, it s time to have fun with your creative side. Be careful if you re not standing out. How often do you see what s expected? The answer is: very often. And the reason why you can t think of it clearly is because you ve become immune to the average and every day Free Consultation!, Free Trial!, and 2 For 1!. How about Buy Us Lunch?, Join The Chit-Chat, Get a Massage. Why be afraid to test something new to see if it works? You re not marketing to other computers, you re marketing to other humans who have humor, life, and spark.

8 FREQUENCY CAPS 06 Frequency caps are ceilings you put in place to not show your ads too often to your past visitors. Why would you want to do that? Because people eventually become immune and develop what we call Banner Blindness to your retargeting ads. One visit to your website doesn t mean that the visitor has fallen in love with you and wants all the retargeting ads in the world. Take it easy. Take it slow. It s smart to be strategic with your retargeting ads as your potential customers are still comparison shopping you and taking the time to figure things out. Many retargeting outlets recommend around ads per month as far as frequency caps go to make sure you re not overwhelming or too much. But don t take our word for it. Create two duplicate campaigns. One with frequency caps, one without, and judge performance. RETARGETING ADS FREQUENCY CAPS

9 A/B TESTING 07 Just like your text ads for the search network, you never want to stop split testing your retargeting ads. Over time, your audience will keep growing if you re scaling, so a/b split testing these ads will be even more and more vital as time progresses. There s a reason for why your visitors didn t convert the first time or come back organically later. Your offer/value might not have been enough for them or compare very bleakly to what your competitors are using. Have you taken the time to make your ads beautiful or resonate with your own branding? Take a look at how things are set up and figure a way to incorporate dynamic image ads as well. Sometimes it doesn t take much to outshine your competitors. A B

10 USE ONE VENDOR ONLY 08 We get it. You re an advertising hustler and know how to squeeze even the smallest ROI from the worst performing campaigns. But did you know that running multiple retargeting campaigns through different vendors is a bad idea? Think about that individual visitor who got cookied from your 4 retargeting different platforms. Now each of those platforms are competing against each other driving up the CPC and CPMs that you ve set. So how do we avoid this? Use only one retargeting vendor. OPEN

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