Just What On Earth is Retargeting, and Why Does It Matter to You?
Retargeting is all the rage right now, especially since so many ad platforms make it possible. But a lot of people scratch their heads and ask:
You can get the answer to that question and how retargeting benefits you by checking out the retargeting FAQ below…
What is Retargeting?
Ever felt like a product was “stalking” you as you travelled the web? That’s retargeting.
Basically, it is a form of marketing in which you target users who have previously visited your website with banner ads on display networks across the web.
Let me give you an example, one that’s probably happened to you…
You go to Amazon and check out a product, such as a beard warmer. (Yes, they totally exist.)
Then you go to Facebook to catch up with your friends. Low and behold, there is an ad for a beard warmer from Amazon in Facebook’s sidebar.
Then maybe you travel to your favorite news site to catch the headlines. Ta-da, there is another ad from Amazon, trying to tempt you into purchasing that darn beard warmer.
Pay attention, and you might see that beard warmer following you all over the web for several days, or maybe even a week or more. That’s retargeting.
This is meant to only work with someone that has previously visited your site or sales page but did not follow through on a specific task.
Most buyers do not purchase something unless they have come into contact or conscious-contact with the item 7-12 times.
Retargeting allows you to be all over the internet and present your product/service as many times as you can pay for to get that sale.
Technically speaking, how does retargeting work?
One method of retargeting uses technology to work, namely cookies. The platform that you are using for your advertising, such as Facebook, will provide you with a small piece of code to embed on your website.
When someone visits a site like Amazon, it drops a cookie onto their computer. Then when that person visits a site, like Facebook, its advertising platform reads that cookie and shows them your ad related to the product/service in which they expressed some interest.
This allows you and your product to be all over the internet without doing very much work.
The other method of retargeting only works if you have the contact information of the individual. This is called List-based retargeting.
If you have built a business the right way, then you will have accumulated a list of names and emails with which you upload to the advertising platform of your choice.
You create the ad campaign that you want and then you submit those names and emails to be presented with the ad campaign.
Why use retargeting?
The reason to use it is because it works to close the sale.
As noted above, experts figure it takes an average of seven to twelve “touches” before a prospect is ready to buy from you. This is the reason you should have a mailing list, so that you can reach out to your prospects repeatedly.
However, not everyone joins your list, so retargeting is a good way to reach out to your prospects long after they’ve left your site. It builds familiarity, which increases sales.
Secondly, sometimes prospects already know and trust you, but they’re on the fence about a specific product. They might leave the sales page with the intention to “sleep on it.” Except when they leave the page, they totally forget about it.
Enter retargeting. Just when the prospect forgets about the product, you put it right back in front of their face.
The end-result? A higher conversion rate.
Isn’t this why you got into business? To make money? The only way to make money is to get prospects to buy your products and services.
What’s the bottom line?
Retargeting is a great way to close the sale and boost your conversion rate. Best of all, you don’t even need to be a techie to use it, because advertising platforms, like Facebook, make it easy for you to retarget your market.
They want you to spend money with them; and so, they make it as easy as possible to do that with training. It is so easy:
Step One: Choose an Ad Objective
What is the objective of your ad? Facebook has put together a list of objectives you can choose from and then it creates the necessary actions that you need to perform to complete Step Two.
Let’s say we are going to create an Ad set for “Traffic”. Choose that option and then click “Continue”.
Step Two: Create the Ad Set
Action #1 – Now for the Traffic Objective, Facebook wants to know if we are creating for a website or an app. In this example, we are choosing website.
Action #2 – This action step is if you want to create an “Offer” for your website. Depending on what you are doing, then you may want to do this. For this example, we are going to skip this action.
Action #3 – Create a new audience or use a previously saved audience. Who is going to see your webpage or website? This is where you can use your existing email list or create an audience list from likeminded individuals that already have a Facebook presence.
This action is a little tricky because for retargeting purposes, you actually will click on the link “Create a Custom Audience” to get your retargeting pixel.
The rest of the actions and steps is to set up the original ad. Once you have completed it, you can go back in and copy the ad and then choose the “Create a Custom Audience” link and create the retargeting pixel.
Action #4 – Choose where the placement of your ads. Two options here but I recommend going with the default option.
Action #5 – Choose your budget and schedule. You can limit how much you spend and when to run the ad.
**IMPORTANT**: Use this option aggressively. If you have never run an ad before, then only spend $5 per day and run the ad for a week. See how it did and then test and tweak to get the best conversions.
Once you have found a winning campaign, then begin increasing your ad spend to something you can handle.
Note: Having an advertising budget is not an expense. The point of this is not to throw away your money. YOU WANT AN ROI!! There had better be an offer presented, to the people that click on your links, within 15 days.
If you don’t do this, then you are just throwing your money away. You want your money making you more money. This is how you create a life outside of your business, because these ads run whether you are doing anything or not.
Step Three: Create the Ads
At this point, you go through and create the ad that you want to be seen. This is what your buyer will see and click on to go to your website.
Because of the complexity of what each business’s ads might look like, I cannot give you the best ideal for each section because there just are too many variables.
**IMPORTANT**: Before sending any traffic to your website, make sure that you have your funnel filled out, pages and emails, and your tracking software ready to receive the necessary information.
This will allow you to know how well your ad has done and if you have a winner or not. When you are completely finished, you will have created an ad and added both the normal pixel AND the retargeting pixel to your website.
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