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How to Use Retargeting To Get More Leads & Sales

Published on 11 February 17

What's retargeting?

Have you ever been on a website and you start seeing banners from all over the web follow you around from that website? That's remarketing, or retargeting. People use the words interchangeable, either remarketing or retargeting. And what it is, when you go on a website like Amazon, they put a cookie on your computer, so then when you go all over the web, they will pixel you and they show you ads related to the web pages you were on, on Amazon.

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A couple of years ago, it was first introduced and it was still the wild, wild West, and there were companies like AdRoll out there that would sell you on retargeting. Now, companies like Facebook, Google, I believe even Twitter, will allow you to re-target people just directly from within their platform. And there are a lot of benefits to doing this. A lot of people talk about marketing funnels, they talk about sales funnels. And when you're doing funnels like this, basically the idea is, people come into your email list and you're able to segment people into different buckets, based on behaviors on your website. Let's say for example, you have a marketing site and they clicked on a SEO link. Well, then they're going to be placed on the SEO list. Or if the clicked on PPC, they'd be placed on the PPC list, and they would receive emails based on PPC or SEO, whatever they're interested in.

By doing this, you're building relationships with people through email, because it's very targeted, and that way you're going to be able to have higher conversion rates at the end of the day because you're hitting people, not with a catch-all message, but something that's very relevant to what they're interested in. So, when you think about retargeting on a website, there are a lot of different options, it's not just all about, "Hey, well, if they hit a product page, I'm just going to follow them around with that banner." That's the standard e-commerce way. But now, let's say for example, you have a lead generation site, again, let's go back to marketing agency. And let's say for example, they visited one of your blog posts and the topic was about marketing funnels, then you can continue to follow them around on the net, and perhaps you can give them a marketing funnel ebook, and then with that ebook, once they opt in they're placed onto another pixel on Facebook where it's telling Facebook, these people have opted in for this, this ebook. After they're done with the ebook, well, you know this person's a warm type of lead, so perhaps you can push them into a webinar or you can get them to buy a product.

The idea behind this is that you have a funnel where you're moving people down, you're able to do that with your ads as well, because here's the thing, a lot of people on your site aren't going to convert. Maybe 97% to 98% of people, or 99% aren't going to buy the first shot, you've got to follow them around, and you've got to know where they are at in the funnel.


When someone comes to your website, the chances are they're not going to buy. If one out of 100 visitors buy something, you're lucky, you're doing better than the average website. Remarketing gives you a way to turn all those people who said no, into yes. So, "No, I'm not interested in buying your product," becoming a lead, and eventually you can get them to say, "Yes, I'm interested in buying your products, your service," becoming a lead, whatever you want to call it. The key with remarketing when you're doing a campaign, is to show them something different. If someone comes to your home page, and they don't convert, when you do a remarketing campaign, do you think you should send them back to your home page? No. If they didn't convert from your home page, what makes you think you can send them back to your home page and get them to convert? Sure, every once in a while you will drive sales from doing that, but you're way better off remarketing them and send them to a unique page. Because think of it this way, remarketing is kind of like marriage and dating. If you go up to a random girl on the street, or a random guy, and you say, "Will you marry me," assuming you don't know them, chances are they're going to say, no.

But if you ask a random stranger, "Hey, I think you're cute, would you like to go on a coffee date?" Let's say they say yes. Alright, coffee date goes well, then from there you guys do a few meals, then from there you go on few more dates, then you move in together. And then, later on, if you ask them to marry you, there's a much higher chance that they'll say yes. Why? Because they got to know you, they've built comfort, they've built trust. Remarketing works in a similar way. Someone comes to your website, they don't buy, you remarket them, they keep seeing your ads everywhere, think rule of seven, someone sees something seven times, they're then more likely to buy. They get comfortable with you, you get them back to the site, you educate them more through blog posts, webinars, training materials, email follow-up sequences, and then you ask them to buy, they're much more likely to convert.

Google 'Digital marketer traffic temperatures' and you will see a Venn diagram, based on cold traffic, warm traffic and hot traffic. When you're going to ask a girl out, well, when you're going to somebody cold, you have to ask them on a date, and then after that... Maybe after you go on a couple of dates, maybe you guys move in, well, then that's when they're a warm lead.

Then when they're hot, when you guys have moved in already, that's a hot lead, then you can close them on the marriage. But that's how it all works. Let's put this back into a marketing context for a second. Cold traffic, if people have never heard of our brand before, if they've never engaged with you before, that's cold traffic. And you want to perhaps drive them to a blog post, get them to learn a little bit about you, maybe give them a little value from your blog post, could be a blog post, could be a webinar, it could be an ebook, could be a case study. So you drive them to that, and worst-case scenario, you can pixel them. If they land on your blog post, you're able to pixel them, you're able to re-target them from Google, you're able to re-target them from Facebook. And you're able to do a lot with those pixels. With Google, you can build smart audiences or lookalike audiences off people that have visited specific sections. Same thing with Facebook. You can build lookalikes as well. And then if you think about that, that's the bare minimum that you get. Best case scenario? They end up converting, they get moved to the next level if they download the ebook, they're moved into warm section. They download that ebook, then you can get them to pay for a service, you can get them to pay for a product or a paid webinar at the end of the day.

Another key strategy with the remarketing campaigns is to segment who you're going after. So for example, if you're remarketing people on Facebook, in essence anyone who visits your website and is a Facebook user, they would see your ads on Facebook. You can segment out saying, "Hey, you know what? I'm not generating too many sales from Nigeria," so you would exclude that region. For me, I don't generate too many sales from South America, I have a good amount of traffic from South America, but I make sure I'm not remarketing them, and the reason being is I'd be spending ad dollars and not generating any sales. Sure, the remarketing traffic cost for South America is way more affordable than if I target USA, UK, Canada, Australia, etcetera. But if they're not going to convert into sales, why spend any time remarketing them in the first place? Same goes if you have this small mom-and-pop business that, let's say, localized to a specific region. So if you have a coffee shop in Seattle, Washington, why would you remarket to people in California? By doing that, you're just going to get a ton of people going to your website that won't ever buy anything and stop into your coffee shop.

Okay, now with Facebook you can build lookalike audiences, so let me explain what that is. Basically, let's say for example, somebody has subscribed to or let's say somebody visits one of blog posts and it's about content marketing. Well, you want to find more of those people because he's selling a content marketing course, and he's basically maxed out his retargeting or remarketing audience. Now, what you can do in Facebook is, you can tell Facebook "Hey Facebook, go and find people on Facebook that have similar interests to these people that have visited a specific section on my site". In this case, it's the content marketing section. And you could go out there and find people. And you could build a audience based off of 1% lookalikes, which is usually around 2 to 2.5 million people, and then it goes up from there. But the idea is Facebook's algorithms are getting better at the lookalikes. Before, they weren't that good in the past but they're getting a lot more useful and if you want to go after more cold audiences, you could go after the lookalikes in addition to targeting different cold audiences that you might have.

You can use the AdRolls of the world, but they don't have the inventory like Google of Facebook does. If I was starting off, I would just use Google and Facebook. Once you've maximized those, you can scale up to some of the other ones, but Google and Facebook are going to be the majority of your impressions, inventory, clicks, and traffic.

And here's what I've found using other products out there. When you talk to the reps, they make things sound like it's all sunshine and flowers. "Oh. Wow. We're getting cost per acquisition. Your cost per acquisition is amazing, it's $5 and you told us your target was $50. That has to be amazing right?" Here's the thing, when they're giving you those numbers, they're looking at the view-through conversions. So that's somebody that actually saw your banner but didn't directly convert. They're counting that as a conversion, and to me as a direct response market that certainly kind of counts but it doesn't really count.

View-through conversion is, imagine you went to my website, I remarket you, you see banners all over the web, you don't click on anything. I didn't send you an email saying, "Hey, check this out," or let's say you naturally come back to my website because you did a Google search and I organically rank in the free listings for a keyword. You click through and then you buy? The companies like AdRoll will count that as a view-through conversion.

And I'm going to leave us with this final note right here. What you can do with Facebook, and this is the same with Google as well now. You can upload your email list and target those specific people. Imagine if you had a buyer's list where everybody has purchased already. Well, guess what? You can make a lookalike off that buyer list. And you can retarget that buyer list and hit them with higher ticket offers. Let's say they bought something from you for $500. Well, maybe the next upsell is $5,000 and then after that maybe it's $50,000. And you can get higher and you can bring them higher and higher, or I guess you can say further and further down the funnel and get them to convert.
This blog is listed under Digital Media & Games and E-Commerce Community

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