What is Link Retargeting And Why You Need To Start Using It Today
Just like Search Engine Optimization, Retargeting is a word that is often feared in the SME community. It seems complicated, there is a lot of funky marketing jargon and you usually need to hire an expert to really get you results from your retargeting efforts. However, what if we told you that retargeting could […]
The 6 Phases of Growth Hacking on Facebook
Setting Up Your Business for Massive Growth Through Facebook One of my favorite tactics when speaking at conferences is to ask all “social media strategists” to raise their hand. And of those with their hands up, ask if anyone can define what exactly that is. I’ve never gotten a clear answer… Because there’s no such […]
Setting Up Your Business for Massive Growth Through FacebookOne of my favorite tactics when speaking at conferences is to ask all “social media strategists” to raise their hand. And of those with their hands up, ask if anyone can define what exactly that is. I’ve never gotten a clear answer… Because there’s no such thing as a “social media strategist”. There are business strategists and then there are channel-level tacticians.
- If something changes a lot, then it’s a tactic– not a strategy.
- If it’s at the channel level, it’s a tactic– not a strategy.
1. Digital PlumbingThe first phase is “digital plumbing”– meaning your tracking of audience and conversions, mainly via Google Tag Manager. Yes, Google Tag Manager, even though this is supposed to be about social media. Social media, properly understood, is actually remarketing— following people around based on what they just did. So web remarketing, smart email marketing, and even direct mail is remarketing. You need this phase in place to build your audiences and track results. With reliable analytics, you can determine where an additional ounce of effort or dollar in ad spend can work the hardest. Then there’s the next 3 phases condensed into one acronym: GCT (goals, content, targeting). This is what you must bring to the table as the client. GCT is your business strategy (remember what we said earlier about strategy not being a channel-level thing). If you’re missing any one of these three items (goals, content, or targeting), no amount of Facebook witchcraft will overcome your deficiency. Here’s how they apply, broken down:
2. GoalsThe Goals phase contains your story, mission, and goals will determine the key performance metrics that will measure your social investment. Your story and mission is your WHY– your drive that attracts people to you and aligns them to your brands message. When determining campaign goals, ask yourself: what are you trying to achieve? Are you:
- Wanting more fans on your Facebook page?
- Driving users to a checkout?
- Collecting emails for a list?
- Raising awareness for an event?
3. ContentContent is any sort of media (videos, pictures, text, etc) that delivers and supports your message, and is aligned with your Goals. Depending on where your audience is at in the funnel, you’ll identify key pieces of content that will nudge them along the funnel, until they convert. Content can exist on your blog, on standalone pages on your site, on your pricing page, or entirely within a Facebook post. It’s up to you to come up with the proper strategy on how you structure and distribute your content… But one thing is for sure, Social Media marketing is content marketing. A Facebook post is simply a (usually) small piece of consumable content placed closer to where your audience likes to hang out: on Facebook. Thus your goal of any content on Facebook (be it an ad, a traditional post, a video, or even a Facebook note) is really to grab the attention of your prospective customers, and customers, and gently drag them back to your site, where you can capture additional information from them, give them additional information about you, your products and/or services, and, of course, eventually sell them something. Without a clear content marketing strategy, you really can not expect significant results. And making content that appeals to the prospective customer and converts them into buyers rarely happens by accident, it takes a plan. Design content for various stages of your customer’s journey, and serve Facebook ads targeting users based on where they are at in their journey. Which brings us nicely to the next phase…
4.TargetingWithin the Targeting phase, you’ll define the audience you’re wanting to reach. This will be the top few Target Groups that will help you reach your ideal target audience. Always start narrow with your targeting and expand to encompass larger and larger groups as you scale your campaign. The more specific you start, the better chance your efforts pay off. But don’t get discouraged if many of your ad groups fail early on, it’s been said that 8 out of 10 Facebook ads fail. Your job is to recognize the 2 that succeed and double down on them. To determine the quality of various target groups, measure their performance against your goals. In order to do that, you have your plumbing in place with pixels tracking conversions. Without conversion tracking, you can never really properly scale a campaign, because there will be this glaring gap in your data where you “think” you are +ROI, but you can never really be certain. So make sure and connect the dots between your ads and your conversions. And when targeting past website visitors, there are many different types of retargeting ads that you can consider running on a dollar a day in ad spend or less. Start with something simple, like just getting them back to your website, or sending them to your best performing blog post, and test that out vs. sending them directly to your sales or pricing page and see which one yields the result you’re looking for.
5. AmplificationAmplification is paying to boost your content. You see these as sponsored posts or ads on social networks, and are powerful enough to target down to a single person, or even specific behaviors of your intended audiences. Once we have established the triage of Goals, Content, and Targeting, you’ll create 3 kinds of ads and amplify the most important pieces of content that will attract the most relevant people and drive engagement. You’ll want to intensify promotional efforts to the engaged crowd for conversions and place brand content in the news feeds of influencers to incept the media. Compare the performance of all of your posts to determine which ones are getting the most likes, shares, and comments (LSC) from your audience and use that content, that messaging, or that strategy in your paid ads.
6. OptimizationOnce you figure out what is working and what isn’t, it’s time to fine-tune your strategy. My favorite method of optimization is another acronym within the 9 triangles called MAA (Metrics, Analysis, Action). Get your performance data, analyze the data, and then form a strategy based on your goals– all within a rapid iteration cycle of small, measurable changes every time. The key here is that you have to constantly and repeatedly iterate. Stay in the game. Use analytics to determine where to put your additional effort or dollar in ad spend. Expand on working audiences, tweak bidding and creatives where necessary, re-allocate budgets and always measure your performance in terms of your Content and Targeting against your Goals to define success. It’s as simple as keeping what performs, and dumping what doesn’t.
Final ThoughtsYou must systematically go through these 6 phases of setting up and running a Facebook campaign in order to prepare the channel for massive growth. Go out of order and you’ll have problems– just like a cake missing an ingredient or baked for a random amount of time at a random temperature… Hey, I wouldn’t eat that person’s cooking, either. “Growth hacking” on Facebook is based on the same principles as old-fashioned PR, content marketing, word-of-mouth marketing, SEO, one-to-one marketing, or whatever you want to call it. Why? Because we’re trying to get high authority people to spread our message. And the content plus our network has to be pretty good to convince these trusted peers to share it. The result is that you get links in high authority places (SEO), get more media mentions (PR), and have a lot of legit retweets (social media marketing). Different names for the output, yet the techniques are the same. You’re still going through these 6 phases in the diagram above. Now what’s super cool about Facebook tactically, provided you have the strategic elements (GCT) in place, is that you can get crazy good results for only a dollar a day. Why a dollar? Because if you can micro-target exactly who you want to reach (instead of shotgun blasting the planet), then hitting the 200-300 most relevant people with your high quality message is sufficient. The “influence the influencer” approach is to truly provide value (not sales literature) to people who have large audiences, such that they’ll share it. That’s it. Not a big “secret”– just good old fashioned business strategy, but with a social, digital twist. You don’t have to be a programmer or fantastic public speaker, nor do you have to have much money (a dollar a day– can you spare that?) Use the “dollar a day” technique to get your next job, impress your spouse, wreak havoc on competitors, or get your consumer complaint resolved nearly instantly. What makes this a hack is that you need only start with one simple goal, one piece of content, and one dollar a day. Then you can layer on as you start to see results. You don’t need to buy fancy software, hire a social media guru, or sign up for the “secret” course. None of these can supply you with your goals, content, and targeting (GCT). Getting these items right is how you get crazy results on Facebook, which you can copy over to Google, Twitter, YouTube, LinkedIn, and other channels. Works like a charm– we’ve done it thousands of times over the last 8 years- like our results from clients such as Rosetta Stone, the Golden State Warriors, as well as our own campaigns. I’d love to hear how these techniques work for you, plus answer your questions below.
About Dennis Yu Dennis Yu is the CTO of BlitzMetrics. He is an internationally recognized lecturer in Facebook marketing, having been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, and CBS Evening News. He is also a regular contributor for Adweek’s SocialTimes column. Dennis has held leadership positions at Yahoo! and American Airlines. He studied Finance and Economics from Southern Methodist University and London School of Economics. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at email@example.com or on one of his social accounts below: Facebook: http://www.facebook.com/dennisyu Fan Page: http://www.facebook.com/getfound Twitter: http://www.twitter.com/dennisyu LinkedIn: http://www.linkedin.com/dennisyu
How Does Retargeting Work?
Understanding What Retargeting Ads Are And How They Can Work For You. Want to master and hack the ultimate marketing tool? Show banner ads to your customers… in the Wall Street Journal… like the big guys do? We’ve seen increases in brand searches by 1,046%… Conversion rates jump by +70%… And click-through rates go up by 1,000%….. […]
Understanding What Retargeting Ads Are And How They Can Work For You.Want to master and hack the ultimate marketing tool? Show banner ads to your customers… in the Wall Street Journal… like the big guys do? We’ve seen increases in brand searches by 1,046%… Conversion rates jump by +70%… And click-through rates go up by 1,000%….. Gasp! I’ll show you how to do the same in just a second, but first…
(you can also join us at a Feb 23rd webinar at 2pm EST)
The Origins of RetargetingDoubleClick, now part of Google, reportedly ran the first ever retargeting campaign for Victoria’s Secrets in the late ’90s. The campaign focused on shopping cart abandonment and reportedly provided a 1,000% lift in click-through rate. The service was appropriately called “Boomerang”. Because almost nobody kisses at the first date… Retargeting evolved as a universal tool to target site visitors that didn’t convert. This category represents, on average, 85-98% of those who visit websites. This is because, as human beings, it is normal for us to “think about it”, compare alternatives… and decide later.
How effective is retargeting?Highly effective! An article published in CMO Magazine compiled 15 mind-blowing stats about retargeting. Some of the data reported shows brand searches lift by 1,046%, conversion rates increasing by +70%, ad click-through rates by x10, all of this after consumers see banner ads after their first visit.
Who are the largest retargeting providers?The promise of keeping the advertiser “top of mind” as the visitor “thinks about it” is what most retargeting services, like AdRoll, ReTargeter, Criteo and Google Remarketing, are communicating as their value proposition.
How Does Retargeting Work?Simple… As explained above, an anonymous cookie (or tag) is left behind on site visitors’ browsers. As the former visitor browses the web, the cookie gets recognized by banner ads networks and ads are displayed to all those that have your cookie.
I still don’t get it: can you explain again?Picture yourself entering a store and leaving without buying anything. Now let’s assume the person that greeted you at the door gives you a tap in the back as you walk out and leaves a “tag” in your back. As you continue to visit other stores and walk down the street, the advertising display at bus stops and other locations recognize your tag on your back and shows you an ad from the store you just left.
What are the Retargeting Parameters to Watch For?Retargeting often involves real-time bidding (this is where Amazon normally bids more than anybody else and gets to have their ads shown first), cookie burning (visitors that convert are not shown ads), cookie expiration or frequency caps (no more than x15-20 ads are showed and the cookie expires after 120 days). Other variables that can help advertisers fine-tune their campaign are geo-fencing (ads are shown only to IPs in certain countries/locations) and the ability to show banner ads to visitors that demonstrated genuine interest for the site (as measured by the time they spent on the site or number of pages visited).
What is the Future of Retargeting?Retargeting is maturing as a technology and growing more sophisticated. Expect to see massive improvements in these 3 categories:
1. Link retargetingThis is done by placing your retargeting script in a short link. It is used by social media and email marketers when sending users to interesting or viral content (especially when it’s third party content). All those who click will be tagged by the marketer’s retargeting campaign. Retarget Links (or, for those that don’t have a retargeting campaign AdLinks) pioneered the concept (disclaimer, this is a company that I am running) and used it to successfully promote Traction Conference in 2015 (See this article – #6 – that includes a link retargeting case study)
2. CRM retargetingThis is done by exporting your email database to a retargeting platform that is able to match the email addresses to social media accounts (including Gmail) and display them banner ads. Check this AdRoll and Kiehl’s case study. If you want to go direct to social media providers, Facebook’s feature is called Custom Audience, Tailored Audience (on Twitter), Nurture Leads (on LinkedIn) and Customer Match (on Google AdWords).
3. Email retargetingThis is about tagging those that you send the email to. Naturally, it will only work with web-based email providers like Hotmail (Gmail has reportedly blocked this) so the only option to do email retargeting is to use link retargeting (see above) to take your targets out of the email program and into a web-browser where they are tagged by the campaign.
Ad Retargeting Marketing Strategies
Any advice on how to create banner ads?The best way to grab the attention is to have a face in the ad as the human brain is wired to spot people looking at them. A celebrity, if you can afford one (never put a celebrity on an ad if they haven’t endorsed your ad), is even better. Also make sure the background color stands out from the rest of the site (orange, red, purple). An ad that grabs the attention is useless if it can’t convey the message in a split second. Short sentences (5 words max) describing the benefit (not the feature) for the target audience is a must. Don’t forget the call to action as well (Learn more, Register, Buy now etc). Banner Snack and Google Webdesigner are the best tools to make banner ads on your own. For more design tips, see this great 99 design post. Most popular sizes are 336×280, 300×250, 728×90 and 160×600 pixels (they all need to be under 45kb – this is the most difficult limitation). Facebook’s size limitation is 1 Mb but text should not cover more than 20% of the area which is not bad as, after all, a picture is worth more than thousand words. Standard ad size is 1,200 x 628 pixels.
Are users annoyed to have ads following them?If ads get noticed, you are accomplishing your goals. The trick is to make banner ads interesting and attractive. A crisp value proposition, nice graphics and humorous content that, importantly, rotates will keep your target interested and would welcome your ads. An AdRoit and Toluna survey shows that, retargeted ads are noticed and that the majority of those that view them are neutral. Other studies show that consumer are aware that they have been tagged after a site visit and are not that neutral about it. Logically speaking, ads targeted to user preference are logically more welcomed than untargeted ones. Also to consider is that most banner ads that are displayed due to a retargeting campaign have an option called AdSense that allows those that are tagged to opt out from campaigns.
I am using AdWords, should I be use retargeting?It is already difficult to bring prospective customers to a site, so any B2C or B2B business should use retargeting, especially if running an AdWords campaign. As a matter of fact, displaying banner ads is a great way to keep promoting your value proposition weeks after your prospect user left the site.
What is your take on ad blockers?Banner ads are a $50 billion market and growing +20% per year so it is probably here to stay. Ad Blockers are the result of unscrupulous marketers being too aggressive and ad upload time slowing page rendering but the industry is taking notice and regulating itself. The general consensus is that ads are part what pays for sites that are free and have high quality and entertaining content or services. It wouldn’t be surprising to see ad-blockers-blockers where this content wouldn’t be displayable if an ad-blocker is being used (Wired online magazine just did it a week ago).
Final ThoughtsRetargeting is a powerful and natural evolution of online advertising. It’s most likely the lowest hanging fruit for any business that has any sort of traffic. Wondering what types of retargeting ads you can run for your business? Check out Derric Haynie’s post on 3 types of retargeting ads that will boost your business. You are also invited to join the the Feb 23 2016 2PM ET Webinar on the subject. Author: Serge Salager CEO of AdLinks link retargeting and Visualping page monitor Serge is an ad-tech entrepreneur formerly CEO of OneMove Technologies a Toronto Stock Exchange listed company. He is a Guest columnist in all things marketing at TechCrunch, a former marketer at Procter & Gamble and Harvard MBA. He is a frequent speaker on advanced online marketing subjects.
3 Retargeting Ads That Will Boost Your Business
We already know people are very busy online. They dart around from one thing to another like goldfish lost in a fishbowl. Heck, you are probably not even reading this right now! And for good reason, you want to get to the important stuff… And that is why using Retargeting is so powerful. […]
The number one thing you need to do today, is install your Facebook Website Custom Audience Pixel.And here is a great article explaining why you need to do it in more detail. Once you have done that, we can discuss a few simple strategies for sending out retargeting ads to your website visitors. Seriously, go do that now, before reading on. Alright, good.
In case you are unclear what I am talking about:RETARGETING is the act of “pixeling,” or tagging, your website visitors in an attempt to send ads to them at a later time. It is easily the most important part of any online marketing strategy. Why is retargeting so important?
- These are people that have already expressed clear interest in your business by visiting once or more.
- Most people are not ready to buy from you on the first visit (you don’t get married on the first date).
- They haven’t said no yet.
- They are now more familiar with your business and brand than ever before.
3 Retargeting Ad TypesSo now that we agree that retargeting your website visitors is crucial to gaining leads and sales, let’s explore a few specific retargeting ads/campaigns that you should be running towards your warm traffic – people that are aware of your brand. 1. Social Proof A user visited your website but didn’t buy. They could probably use some real life validation for why to buy your product or service. Create a social proof ad showcasing some of your best clients or testimonials. Power Tip: A video testimonial ad with a satisfied user giving a genuine testimonial is a retargeting campaign goldmine. It’s completely worth a solid time and money investment to get it done. Try to get the pain of your user across to the audience, and the relief that came with your solution. Have the user talk about the issues or disbeliefs they had prior to using the product, but the value they found after using it. Don’t oversell, the more “real” it is the better it will work. If you can’t get a detailed testimonial, or you don’t have a celebrity sponsor, you can pull from Yelp reviews, Facebook reviews, and even emails you have had with your customers (post them anonymously or get permission). This isn’t the most ideal path, but it gets you started. If you have absolutely no social proof, your job for the next 7 days is to get some – preferably with an image of your customer using your product.
Btw, NEVER falsify or exaggerate social proof.By providing social proof, you build a significant amount of trust with your audience and validate your product has been tested in the market, and works. 2. Squash All Objections
- Too Complicated
- Fear of Change
Let me say that again:
- Run a video retargeting ad explaining your product more and squashing complaints.
- Then run a sales ad targeting viewers of the previous ad (that haven’t already bought from you).
Final ThoughtsA couple of quick notes about retargeting ads:
- You don’t need a lot of money to run them, because they are only going to users who have visited your website already.
- You need to keep an eye on your “frequency” and make sure you aren’t showing the same ad to the same person 10 times. You can test for what frequency is working for your business. Most of the time, we try to keep it around 3, but sometimes 8 works. Anything more than 10 is either a “NO,” or you have a bad ad with a weak CTA.
- You can prepare for retargeting ads long before you start running them, so get that pixel up today. You don’t necessarily have to be running them from the second your initial traffic campaigns begin.