Month: March 2019

If you want to build successful retargeting campaigns on Facebook, then you need to deliver unique ads to custom audiences segmented according to their browsing history and interests.

Continue reading this article to discover 4 ways you can turn past website visitors and cold leads into loyal customers using Facebook retargeting campaigns.

1. Retarget people who’ve visited specific webpages

When people visit a specific page on your website, either they are interested in your product or service or they are already familiar with your business.

To retarget these people, you’ll need to create a custom audience for them.

To do so, go to the menu and click on Audiences.

Choose “Create a custom audience”

On the next window that shows up, choose “website traffic”

From the website traffic drop-down menu, select “people who visited specific webpages”.  Then type in your landing page URL

With this setting, you’ll also be including people who’ve already made a purchase in this audience. Therefore, we have to exclude them. To do so, add another condition to exclude visitors to your thank you page.

Once you’re done, name your audience and click “Create Audience”

2. Retarget your blog readers

People who visit your blog find it through numerous channels. Maybe they seached for it, or they clicked a link on your email newsletter, or they were referred from another blog page.

For most of these people, once they visit your blog page, they probably will never come back. So it’s important that you retarget these people to recapture their attention and turn them into warm leads.

To retarget blog readers, create a custom audience of people who’ve visited your blog home page or read specific articles on your site

Once you’re done, name your audience and click “Create audience”

3. Retarget people who’ve previously bought from you

If someone buys from you and they are happy with your product, they are most likely to become a repeat customer. So there’s huge potential when it comes to retargeting previous buyers.

You need to get creative here and think about possible upselling opportunities. Alternatively, come up with accompanying add-ons that you can sell to complement previous purchases.  

For example, if customers bought a music CD, you can offer them headphones or DVD players or TVs. The options are endless.

To retarget your previous buyers, create a custom audience of people who’ve visited your thank you or confirmation page.

4. Retarget people who almost completed a purchase

How many times have you added items to your cart and ended up not buying anything at all?

I’m sure we can all relate.

To get back these people who’ve abandoned their cart so they can complete their purchase, you need to create a retargeting campaign.

Make use of emotional triggers to make the retargeting ads even more effective. You can do that by indicating a limited time offer on a certain product or service.

In order to retarget these people who almost completed a purchase, you need to create a custom audience targeted to people who visited your check out page. Make sure to exclude people who’ve already bought from you.

Once you’re done, name your audience and click on “Create Audience”

When creating retargeting ads to these people, make sure to include the items left unbought. Additionally, offer a limited time offer discount to create a sense of urgency.

CONCLUSION

That’s it for retargeting tactics. If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

What is a custom event?

Before we get into that, there are two types of events.

When an action on your website occurs, for example, a visitor adds something to cart, your Facebook pixel logs it as an event.

You can use these events to track your website conversions, optimize for conversions and build custom audiences by adding the appropriate code to your website.

And the two types of events are: standard and custom.

Standard events are actions that Facebook recognizes and supports across all ad products.

They are:

Custom events on the other hand are actions that fall outside of those covered by Facebook’s standard events. Create and use them when you want to track something non-standard. Or when you want to split or customize standard or custom events placed on your website.

To optimise for or track a custom event, make sure that you define it as an event-based custom conversion first.

And that’s what we’re going to look into next.

How to create a custom conversions

First, make sure you’ve installed the Facebook pixel on your site.

Once you’ve done that, go your ads manager and click on “Custom Conversions”

On the next page that follows, click the “Create Custom Conversions” button.

You’ll have the option to include all URL traffic that meets the following criteria:

i) URL contains

ii) URL does not contain

iii) URL equals

Choose the most suitable option.

For example, you can select a URL that equals www.sambellmarketing.com/subscription-thank-you/.

Or you can use a URL that contains “/subscription-thank-you”.

You’ll basically use any webpage that contains the Facebook pixel, so any web page that shows a conversion.

In the example above, I’m tracking subscribers to my email list. If they get to my “thank you” page, they count as a subscriber. Therefore, that’s a conversion.

It’s recommended to use “URL contains” in the case where your “thank you” page or “order confirmed” page has a dynamically generated URL.

For example, www.sambellmarketing.com/order-confirmed?id=1338447231.

In such a case, select “URL contains” “/order-confirmed” because each different customer will have a difference exact URL.

You can add another rule, if you so wish, to filter this event.

Next, give your event a name then choose a category.

Once you’re done, add a conversion value if applicable.

For example, if you’re selling tickets to your event worth $5, then 5 is the value you’d input. Don’t include any additional characters or symbols. Just a whole number. This value will help you see your ROAS (Return On Advertising Spend) in your customized report.

Next, click “Create” to finish the process.

You’re now able to create an ad using the Conversions objective. Just select your custom conversion to optimize for and track that conversion.

CONCLUSION

That’s it for custom conversions. If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

Log in to your ads manager and click on “Audiences”

Click on “Create Audience” to bring up a drop down menu. Then choose “custom audience”

On the following window that shows up, click on “Facebook Page”

Choose the page you want to create the audience from.

There are 6 types of engagement that you can choose to focus on:

 i) Everyone who engaged with your Page – This is the broadest engagement audience. It includes everyone who visited your Page or engaged with your Page's content or ads on Facebook or Messenger.

ii) Anyone who visited your Page -This includes anyone who visited your Page, regardless of the actions they took.

iii) People who engaged with any post or ad – This only includes the people who have engaged with a Page post or ad. Engagement includes reactions (Like, Love, Haha, Wow, Sad, Angry), shares, comments, link clicks and carousel swipes.

iv) People who clicked with any call-to-action button – This includes only the people who clicked any available call-to-action button on your Page. For example “Contact Us” or “Shop Now”

v) People who sent a message to your Page – This includes only the people who send a message to your Page.

vi) People who saved your Page or any post – This only includes the people who saved your Page or a post on your Page.

Choose any of the above options to create your audience.

Once you’re done, name your audience and click “Create Audience”

You’re now ready to create retargeting ads using this list.

CONCLUSION

That’s it for creating retargeting lists with your Facebook Page engagement. If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

One way of defining an engagement audience is through video.

Video allows you to create an audience of people who’ve watched at least 3 seconds of your videos on your Facebook page or your Instagram business profile.

You can then create retargeting ads to these people who’ve watched your videos.

How To Create A Retargeting List Using Video View Engagement

Log in to your ads manager and click on “Audiences”

Click on “Create Audience” to bring up a drop down menu. Then choose “custom audience”

On the following window that shows up, click on “Video”

Now you can create different types of custom video audiences. You can create 6 different video custom audience for the same video:

i) People who viewed at least 3 seconds of your video

ii) People who viewed at least 10 seconds on your video

iii) People who have watched at least 25% of your video

iv) People who have watched at least 50% of your video

v) People who have watched at least 75% of your video

vi) People who have watched at least 95% of your video

The choice of video custom audience that you should select will depend on the duration and engagement level of your video.

If you are using a short video (less than 60 seconds), go for 50-95% watch duration.

If you are using a medium to long duration video (1-5 min and above), start with 25% view time

It’s not advisable to use 3 seconds watch time because Facebook starts video automatically. People could casually be watching a video for a few seconds to see what it’s about. That doesn't necessarily qualify them as engaged users.

So click on the option that best suits you and then choose the video you want to use

It’s recommended to leave the time window at 365 days, as we want as many engaged video viewers in this audience as possible.

Then enter a name for your audience and click “Create Audience”

Once this custom audience has been set up, you won’t need to update it manually as it will update automatically as new people watch your video.

You’re now ready to create retargeting ads using this list.

CONCLUSION

That’s it for creating retargeting lists with video view engagement.

If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

You’ll first start by preparing your customer data.

Get a spreadsheet with all your customer data. This data may include:

i) email

ii) phone number

iii) first name

iv) last name

v) city

vi) state

vii) country

viii) date of birth

ix) age

x) zip code

xi) gender

Facebook uses this data to match your customers and also find people similar to those customers.

You can also include a column for customer LTV on the spreadsheet.

Customer LTV is the net profit you’ll earn from a single customer over the lifetime of your relationship. It measures how profitable a customer is.

You calculate customer LTV by adding the following three things: The average transaction, annual purchase frequency, and expected years of relationship with the customer.

It’s important to note that this isn’t a new audience for you to target. It simply provides another column of data for an audience of your customers that you should already have.

Facebook offers the following tips for adding LTVs:

1.  Use dollar values only for each customer. Don’t include ratings or

rankings, for example.

2. Include a full range of customers, from low to high value. This allows Facebook to be able to hone in on what might distinguish an average customer from a great one.

3. Don’t use negative values to signify undesirable customers. Doing this will mess up the calculations.

4. Make sure you’re using the same currency throughout.

5. Use decimals for cents, but no other punctuation.

Once all your data is ready, it’s time to upload it to Facebook.

Log in to your ads manager and go to “Audiences”

Click on “Create Audience” to bring up a drop down menu. Then choose “custom audience”

On the following window that shows up, click on “customer file”

On the next page, you’ll be given three options.

Use the first option if you have your customer LTV.

Use the second option if you don’t have your customers LTV

Use the third option if Mailchimp is your email marketing provider. You can then imports contacts directly from Mailchimp onto Facebook.

Now that you’ve uploaded your data, give your audience a name and save it.

You’re now ready to create retargeting ads using this list.

CONCLUSION

That’s it for retargeting lists using a customer file. 

If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

What is behavioral retargeting?

Behavioral targeting is a technique used by online advertisers to show their ads to people by collecting information about their browsing behavior. This includes the time spent on the site, the pages they browsed, the clicks they made, the recency of their visit and the overall interaction within the site.

This data then creates a user profile that is used to segment the audience into different types. People with the same online behaviour are grouped together into one segment. Then these segments are shown targeted ads that cater to their interests.

How to set up a behavioral retargeting campaign

1. Install the Facebook pixel

The Facebook pixel is a tool that provides you with one of the most effective ways to market.

It’s simply a line of code that you embed in your website, which then tracks your website visitors’ actions and behaviors.

The Facebook pixel is used mainly for three reasons

i) To track website visitors

ii) To optimize campaigns

iii) To monitor results

It’s really easy to install a facebook pixel. To do so, log in to your ads manager.

In the top left corner, click on the Ad Manager Menu, then hover over all tools to expand it fully.

Click on Pixels.

Then on the next window click on “Create pixel” then name your pixel and click next. You can add your website URL if you so wish.

After naming your pixel, you’re given 3 options.

If you’re setting up an ecommerce site, choose “Connect a partner platform”

If you’d like to add the code yourself, choose “Manually install pixel code yourself”

If you have a developer who can do this for you, choose “Email instructions to a developer”

Facebook will walk you through each and every step until your pixel is finally set and ready to go.

2. Create a custom audience

Now that your pixel is set up, it will begin tracking your website visitors. So you then need to create a custom audience that will segment your visitors into different groups for easier retargeting.

To create a custom audience, go to the menu and click on Audiences.

Choose “Create a custom audience”

On the next window that shows up, choose “website traffic”

You can now start creating segments for your audience. You can create audiences based on all website visitors, people who visited specific web pages, and time spent by visitors

Then, you’d create a separate retargeting campaign for each of these audience segments.

Perhaps to the audience segment who bounced from the home page, you might promote a recent blog post you wrote to give them a sense of what your brand is all about to build trust.

3. Create your campaign

Now it’s time to get this campaign going.

Click the Create Ad button in the top right of your screen.

Click the Create Ad button in the top right of your screen.

Select the objective of your campaign and name it accordingly.

After the objective, we can create an ad set and its audience.

In the Add Custom Audiences section we can include the custom audience created earlier.

Select all of your other parameters according to your campaign, including conversion type, budget, schedule and placement.

Name your campaign and click continue.

And now you’re set.

At this point you’ll be in a familiar place if you’ve created Facebook ads before. You’ll now be able to select the images and copy you want to include in your ads and build out the rest of your campaign accordingly.

Remember that you’re advertising to people who’ve already been to your site, so hit them with a more specific message and let them know you want their business

CONCLUSION

That’s it for how to set up a successful behavioral targeting campaign on Facebook. If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

What is Email Retargeting

Email retargeting involves showing your ads to people in your CRM or email marketing system.  

The biggest benefit of email retargeting is that it works with customers who have already shown interest in your products and services, so the potential benefits are huge.

When should you use email retargeting?

Here are a few situations where email retargeting might have a huge impact on your business.

When you:

i) have a high rate of shopping cart abandonment.

ii) want to get the attention of people who have visited your site without taking action.

iii) want to tailor promotions to people who have already downloaded your lead magnet.

How to run an effective email retargeting campaign

1. Collect customer data

Depending on whatever CRM or email marketing tool you’ve got, use it to collect customers names and emails.

2. Segment your audience

Once you’ve got the customer data, segment your audience so you can keep track of them. You can add do this by adding different tags to them.

3. Export your email list

Once you’ve segmented your audience, export the list that you want to retarget into a CSV file.

4. Create your custom audience

Log in to your Facebook ads manager and go to audiences

Click on “create audience” and choose “custom audience”

A pop up window will follow with a list of custom audiences you can create.

Click on “customer file”

To manually upload the CSV list you already downloaded, click on the first option “Add customers from your own file or copy and paste data”.

Upload the CSV file or drag and drop it into the section provided.

5. Create your retargeting ad

Once you’ve created your custom audience, go ahead and create your ad.

Figure out what exactly what you want to achieve from this retargeting campaign and choose an appropriate objective. Then design your ad, set the budget and publish it.

Email Retargeting Best Practices

Here are a few things to keep in mind as you create your email retargeting campaigns:

CONCLUSION

That’s it for email retargeting. If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

What is retargeting?

Have you ever visited a website and left without buying anything? But then later, you started seeing ads related to that company or product everywhere?

Those ads you’re seeing are retargeted ads.

98% of users don’t convert on their first visit to a website. That’s where retargeting comes in.

Retargeting works towards converting these people into buyers by showcasing ads to them long after they’ve left the website.

Even if someone is interested in your product, they are likely to leave without purchasing immediately. But with retargeted ads, marketers get the boost in traffic and leads they crave and consumers get a little reminder to take action.

How does retargeting work?

Retargeting is a cookie-based technology that uses simple Javascript code to anonymously follow your audience all over the web.

Here’s how it works. You place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel).

The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance.

Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when these same visitors browse the web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

Why is retargeting so effective?

Retargeting generates greater online sales by keeping your brand top of mind in potential buyers’ minds. This helps bring them back to your site when they are ready to buy.

It also increases brand awareness every time your customer sees your retargeting ads.

Different types of retargeting

1. Website retargeting

This involves showing ads to people who visited your site but didn’t convert.

It simply refers to the process of using data to bring your visitor back to reduce shopping cart abandonment, increase conversions and drive brand awareness.

2. Email/CRM retargeting

Email is a strong driver of sales and very popular among marketers. But there’s more to it, and that’s email retargeting.

This involves showing your ads to users or subscribers who have opened your emails.

Alternatively, you can adopt CRM retargeting. With this, you get to show ads to users based on their email address.

All you have to do is upload the email address list to your retargeting provider. They do the hard work of automatically matching the data you provide with data from other online/offline CRM to identify the user and show him/her your ads.

3. Social media retargeting

This type of retargeting involves showing your ads on social media networks like Facebook or Instagram.

With social media retargeting, you get to be specific about where you want your ads to show by choosing the placement you prefer.

4. SEO Retargeting

Very similar to site retargeting, this type has a lot to do with the search terms used to arrive on your site. Combine these details with the actions users take on your site and you have a new level of insight about their intent. This is only available on Google Ads

5. Search retargeting

This type is different from all the others. While the aforementioned types of retargeting deal with users who’ve already interacted with your website or product, search retargeting involves you reaching entirely new customers for your business.

Search retargeting allows you to show your ads to users who’ve previously searched for keywords that are related to your business, but have never visited your website.

For example, if you have an online clothes store, your ad could appear to users who have searched for  “skinny jeans” or “White T-shirts”.

Search retargeting is a great way to reach users beyond their initial search. It’s also highly effective because it targets recent interest. These ads can be displayed both on Facebook and the web.

CONCLUSION

That’s it for retargeting. If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.