11 Retargeting Hacks

11 Retargeting Hacks
11 RET ARGETING HACKS TO
KICKST ART YOUR FACEBOOK
CAMPAIGNS調
With the overtlow of ways to advertise and bring traffic to your site,
sometimes advertisers can fail to dig deep and f1nd the quick hacks that the
pros use to make every campaign profltable.
In thist raining,w e l’ show you 11 retargeting hacksw e have discovered or
learned which pay 0仔ina big way when it’s time to do more with the traffic
we already have.
TARGET LEADS WHO ABANDON
YOUR SHOPPING CART.
Visitors who make it to your shopping cart and then abandon it are some of
your hottest prospects. They have told you that you provide something that
theyl ike,a nd the price mayb e rig .th Now,y oum ays ay,t heya bandoned the
cart! They aren’t interested! But the fact is, there are a million reasons
someone might not 1fnisha t ransaction,m aybe theyn eed to okay it with a
partner,m aybe theyh ad ap hone call theyc ouldn’tp ut off. You just don’t
know. 50,re target them! Theyl iked youe nough to nearlyb uy,a nd the right
messaging and placement can absolutely sealt he de .la

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To do this,y ou will want to create ac ustom audience through Facebook and
put the audience pixel in the header of your shopping cart. There are several
ways to make sure that the right product is shown in the ad,b ut regardless,
make sure you are retargeting them with the product they nearly bought.
Again,w ew ant to target these “near misses” because they have proven they
are interested in your product,a nd the price was either right,or just barely 0仔.
One cool tip we use to push customers over the edge is to add a bonus or a
small discount through your retargeting,s omething that doesn’ts teal much
from your bottom line,b ut incentivizes them to 1fnish what they started.
Dot his,a nd weg uarantee that your near miss customers will be flocking back
to you!
TARGET ADS FOR SPECIFIC
PRODUCTS BASED ON USERS
VISITING THOSE PRODUCTS.
This next idea takes one step back from retargeting shopping cart
abandoners. 1ns tead,le t’sg o ahead and build an audience in Facebook,a nd
put retargeting pixels in your product pages. This way you can target visitors
to your site based on what products they have been looking at.
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To take this one step further,yo u can even choose to only target visitors who
have visited ap articular product more than once! Thisw ay,y oua re isolating
people who are in a decision making phase and have elected you as one of
their main choices,a nd mayb e vacillating between ac ouple of options.
As wem entioned in the firstp ost,w hen your etarget,co nsider giving them a
sma l bonus or incentive to engage with you. Another way to use this
audience ist o build some trust with them,so in your creative highlight things
like your service,d elivery speed or warranty. Thisw ay youc ans ety ourself
apart ifyourp roduct iss imilar to whateverel se theya re considering.

TARGET USERS WITH PRODUCTS
IN A CATEGORY SIMIしARTOA
PRODUCT THEY HAVE ALREADY
PURCHASED.

Wet alk al ot about upsells,b ut here’s one great way to use retargeting to
drive upsells.
Imagine you se l shaving supplies. A customer may initially buy a starter kit,
which comes with a handle and a couple of razors. Assuming the initial
purchase goes off without ah itch and theyl ike the product,p ackaging and
fulfillment,y ou now have as atisfied custo .mre
This customer is now ah uge opportunity for retargeting. So,w hat you need
to do is create an audience based on what product they have bought. Our ad
creative w li nowp romote ap roduct whichc omplimentsw hat your customer
has already purchased from you.
Toc ontinue this example,yo ur user now has as et of handles and razors from
you. What else couldt hey need? I’m sure you’re la thinking,s having cream
and a brush! So for your retargeting to this particular customer,y ou can
retarget them with ads for shaving cream and brushes to compliment the
razors they already have!

So,to reiterate,se t up ar etargeting audience based on what your customers
have already purchased fromy ou,a nd serve them ad creative that pitches
complimentary products.
RUN SPECIAL RξTARGETING
FORY OURS ALES PAGES,W ITH
URGENCY DRIVERS BUIL T IN.
With Black Friday in the rear view mirror,I’ m sure al ot ofyou saw at on of ads
for specials,s ales etc. Now,t o take that one step further,l et’sr un special
retargeting ads based on visitors to a sales page.
Assuming you are running ads for Black Friday,le t’sa dd ar etargeting pixel to
your sales page. This new audience will get tailored ads based on your sales
page which urge them to come back,ge t the sales while they are available,or
even give them an additional bonus or percent 0仔’.One more cool trick,m ake
the countdown to the end of your sales a part of the advertising creative to
drive urgency.
HUGE DISCOUNT
BLACK FRIDAY SALE
DISCOUNT
40%OFF
80%OFF
SPECIAL OFFER
SALE
DISCOUNT
DISCOUNT
SPECIAL-OFFr~R SALE
60%OFF
。%OFF
“υGEDISCOUNT
DISCOUNT
RUN TRUST BUILDING ADS,
TALKING ABOUT SUCCESS
STORIES,S HIPPING OPTIONS,
CERTIFICATIONS ETC.
Most of what we talk about is sales related, coupon codes, product
retargeting etc. But let’s change gears here. Not all consumers are having
issuesw ith whatt o buy,or how muchit costs. Sometimes,it’s where tob uy.
Thisc an be an issue for an umber ofr easons,s ometimesit’s shippingo ptions,
sometimesit’s warranties. You gett he picture.
So for thiss egment,le t’s build an audience based onv isitorst o our shipping
optionsp ages,o rF AQp ages. Ana udience who have expressed interestin
more service related issues.
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For thisa udience,y our creative should focuso n the service aspects of your
business,d oes your shipping come free ofc harge while your competitor
charges? That could be all it takes to push an interested shopper over the
edge. Orm aybe it’s your warranty,if youg o above and beyond on standing
behind your product,m aybe that’s the kind ofc onfldence ac ustomern eeds
to decide to give you a shot.
RECONNECT WHEN CONSUMABLE
PRODUCTS EXPIRE.E. G.,S ELLlNGA
TRAINING COURSE,T ARGET THEM WITH
A FOLLOWUP COURSE WHEN THEIR
CURRENT COURSE EXPIRES.
Thiso nes omewhats peaksfo rit self.If youa res ellingo nline trainingc ourses,
whent hec ourse isc omplete,ru n ads targetingp eoplew ith then exts tep,o r
the next course that wil get them where they want to go. If you are selling
consumable products,if gure out when usersw il be finished with the
producto na verage andt argett hem then.
Seta udiencesb ased on timeframesf ort he sale,s o if someone buys in
January and users typicaly /lcomplete” your productin 2m onths,w ait until
February to run retargeting ads with creative that invites them back for”the
nexts te :’p
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PROMOTE ADDωONS FOR PRODUCTS
THAT CAN BE ENHANCED.
Imagine you are selling survivalt ools online.Th is has grown to be ah lUge
market,a nd people are constantlyb uilding and comparing “kits”w ith each
other.
Let’s say one ofyour biggest selers is au tility belt for survivalsi tuations. The
basic model you s lecomes with as imples et oftools. However,t hrough your
site you slle add ons which enhance thek it for the more intensive users and
enthusiasts.
Go ahead and build an audience ofyour customers who bought the basic se t.
Now,ru n retargeting ads that s lethe enhancement accessories which fit into
their current kit. Your creative can reference something they already own and
enjoy,w hile teasing the next upgrade which w li take them fromb asic to
premlum.
You can even try running sma l discounts or loyalty benefits to you customers
through your advertising creative.
UPGRADE SUBSCRIPTIONS:
SUBSCRIPTION BASED SERVICES CAN
RETARGET USERS WITH THE BENEFITS
OF HIGHER LEVEL SUBSCRIPTIONS.
If you are selling as ubscription based product,s uch as LeadPages,y ou may
have higher levels of the subscription with more features,b etter service etc.
This is another thing we can promote via retargeting.
For this one you want to build custom audience ofyour users at each level of
servlce.
Once you have these lists built,g o ahead and target your customers with
creative that sells the value ofthe higher level subscriptions. Once users click
through,b ring them to an easy upgrade page where they can enhance their
subscription.
Ifyou are in ap romotional season,co nsider doing seasonal upgrade bonuses
and discounts,th ese make good ad copy because they are seasonal,a nd your
customers expect to see special 0仔ersand are conditioned to take them at
certain times in the yea仁

RETARGET YOUR HIGHEST VALUE
CUSTO刊ERS:DEVOTE HIGHER RESOURCES
TO YOUR BIG SPENDERS OR USERS YOU
IDENTIFY AS阿ORELlKEL Y TO BUY.
A simple one but a powerful one. A lot of us run our advertising on a tight
budget,s o do al ittle resear仁hand build ab uyer persona for your visitors and
customers who are typically your big spenders.
Once you identify who these people are and how they act on your website,
set up a custom audience targeting these big spenders.
When you build your advertising budgeting,y ou can then confidently give
this group a bigger slice ofyour advertising budget and expect a better ROI
as they outspend your average custo m.re
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TARGET USERS WITH A SERIES OF SALES
PIECES,O RV IDEOS,P AGES ETC. FORA
PRODUCT LAUNCH OR SO刊ETHINGSIMILAR.
Al ot of you in the Internet Marketing world run episodic promotions,v ideo
series,m onthly trainings etc. Wec an use retargeting to make these types of
promotions even higher impact.
Typically once someone is on your retargeting list,t hey may see the same ad
for am onth at at ime,a nd after af ew impressions,m ay tuneit out. Now,if you
are running ad ynamic training or promotion,yo u can set it up so that your ad
creative changes every single week with the new content.
This way,yo ur potential customers will see what you’ve got going on and that
you are putting out new content weekly. This has a couple of benefits. Firstly,
it let’s your prospects know you are an active and engaged advertiser and
that they can expect to see new and exciting content from you regularly,
that’st he kind of business people want to learn more about. Secondly,if your
first message doesn’t entice them enough to click through and engage with
you,y ou have more opportunities as your promotion changes each week.
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PROVIDE“REγARGETING ONLY ” PROMOTIONS,
MAKE IT CしEARIN YOUR COPYγHAγTHIS
PARTICUしAROFFERS IS ONしYAVAIしABLE
TO THOSE WHO CしICKTHROUGH.
Customers are getting more savvy to retargeting,s o this opens up ag ood
opportunity for us to provide medium specific incentives.
If youa re running creative to an audience,y ouc an tell them in the creative
that you are offering “Display Network Only!” bonuses or discounts. Wlhen
theyc lick through the ad,y ouc an take them to as peciallanding page which
has promotions that are only available to people who engaged with your
retargeting ads.
A benefit of this,is that it trains your customers to paya ttention to your
retargeting ads,w hich can pay 0仔bigtime when youa re launching an ew
product and need a high engagement rate to jump start things.
CONCLUSION
Ifγou read through these and feela il ttle overwhelmed,t hat’s
okaγ.Ju s tp icko ne or twoo ft hese to get started with andγou’l
see big returns. Each one of these strategies alone wil be
enough to pump up the ROIo nγour retargeting campaigns
There’s al ot wec an t le γou to do,b utw ぜIlleaveγou with our
one biggest tip. GET OUT THERE AND EXPERIMENT! You
won’t knowu n litγou try,a nd l awec an do is giveγou some great
ways to gets tarted

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