I’ve been doing facebook retargeting since 2014 and I’ve been using it myself and for my clients.
What is retargeting? How does it work? How beneficial is it?
Let’s get into it.
Last year when I was in Vegas I came across a very good sequential ad campaign which would be a great basis as we get into retargeting. Let me share it with you.
As I was walking down the strip I went into the Miracle Miles Shop Mall and the way it was designed it only had an entry and an exit, meaning you had to walk through the entire place before you could leave. Think IKEA for example.
Now as I went in and started walking I noticed the “Jules” ad and as you can see the call to action is to text Jules. So I continue walking and as I went through the entire section I came across 4 more ads, each more enticing, intriguing, curiosity based to take action and text Jules and then the last one offering me $2000 in savings by texting the number.
Now you’re probably thinking … why were you taking pictures of these ads, well,… the truth is I’ve been studying, implementing and testing campaigns like these for almost 20 years, regardless online, offline, really anywhere and this was a clever sequential campaign and I had to capture.
Which takes me back to retargeting and if I was to recreate this online the major difference is that Jules would have been able to continue to show me ads everywhere I went online. Where as in the Miracle Miles Shop if I didn’t subscribe and left they might never see me again.
Here’s how retargeting works:
Let’s say you click on an ad or you land on a website or you watch a video, and so on… as soon as you do you get stamped with a unique digital code and the seller now has the ability to basically follow you online showing you different ads. This is in a nutshell retargeting.
The worst thing you can do as a business or service provider is to spend time money and effort to drive potential buyers to your store to your website to your place of business and let them go if they don’t buy… retargeting is one way to solve that problem and increase your conversion.
let’s go over a very basic example:
let’s I create a campaign that starts with a paid ad to drive traffic to a landing page where I’m making an offer. Some take that offer and some don’t.
If I’m selling a house for example I might run a ‘just listed’ ad like this one where interested buyers can click for pricing and photos and once they’re on the landing page the offer is for them to enter their details where I can send them all the photos, price and additional information about the home.
What if that potential buyer goes to the landing page and doesn’t take me up on that offer, should I stop there?
The smart marketer will set up his campaign to bring that potential buyer back to the offer in different ways.
Essentially, I’m going to follow up with everyone that landed on that page with specific ads based on what they did, whether they took me up on the offer or they didn’t and that’s the power of retargeting.
And this is really at its basic point, my campaigns usually have a lot more moving parts. If I’m doing this on Facebook, I can tell Facebook to target the audience of people who hit one page, but exclude those who have proceeded to another – therefore Only running an ad to the people who didn’t make it the next step.
The best part… it’s dynamic and it happens in real time. So, if someone does go back and take me up on that offer then they’re removed from that audience.
If this feels like a lot to you or you’re curious on how I implement this with my sellers, maybe you’re considering selling soon, Don’t freak out, I’m here to help. Just head over to planwithmike and schedule your one on one call with me.