In the last article, we covered how to install the Facebook Pixel and create a custom audience. Today, we’ll discuss how to take remarketing a step further so you earn more on your ad dollars ROI.
In fact, I’ll show you how to make ads that resonate with your visitors and ultimately lead to a sale.
Let’s get started…
What is the difference between a specialist and a general practitioner?
Specifically, the difference between a Doctor who practices general medicine and a Doctor who focuses on brain surgery?
The Doctor who specializes in brain surgery Makes More Money than the general practitioner. He has a more narrow focus and a much higher standard. The brain surgeon has undergone extensive training at great expense to himself and his family.
The same is true for marketers.
Sure, you can blast ads all over the Web and you’ll get traffic and probably some sales… but if you hone down your remarketing campaigns with laser focus you’ll get higher returns on your investment.
For example, you can use the Facebook Custom Audiences to target people who hit your sales funnel… step-by-step.
Here’s how most of the big marketing guru’s setup their Custom Audiences:
- Setup ‘All Visitors‘ custom audience
- Setup ‘Content Buckets‘ like we discussed in the last article ‘The Remarketing Boomerang Plan (part 2)‘. Essentially, you compile all of your blog articles or website pages and place them into content and keyword buckets. You then create a Custom Audience for each and every Content Bucket (based on keywords).
- Setup ‘Sales Page‘ custom audience for each and every product you have. Please note, these will be individual audiences based on the specific product page they hit.
- Setup ‘Lead Magnet‘ custom audiences for each lead magnet. If you aren’t using lead magnets, you should! We discussed how to set these up in ‘How to Get 1001 Blog Subscribers in 30 Days‘.
- Setup ‘Add to Cart‘ custom audiences based on the product(s) your visitor adds to their cart. Now, here’s where things get cool! Let’s assume they Add to Cart but do not complete the order… you can then create banners and content that reminds them to complete their order. Quite simply, you could just ask them in text or a banner, “Did you forget something? “… And include your logo or even a picture of the product they added to the cart. Powerful !
- Setup ‘Thank You’ custom audiences. This is setup and designed for visitors who buy a specific product. You can then Upsell them on other products that compliment their purchase.
Now that seems like a lot… and it is, but it is very simple to setup.
You will go through your website and your sales pages and create these Custom Audiences. Once created, you’ll need to add your campaign banners and text ads.
I can’t emphasize enough how important it is to specialize with remarketing. After all, your visitor has given you clues as to what they need, want, and desire.
In fact, you have PROOF in your data because they had to physically visit each of the pages you setup and configured for your remarketing Custom Audiences.
The fact that you can remind them of pages, products or services they visited is amazing.
Here’s how this process works in real-time…
- Let’s assume you have done the painstaking work (with great attention to detail) to setup your Facebook Custom Audiences.
- Let’s assume you have installed the Facebook Pixel and have verified that it is properly working.
The entire process now begins with a visitor to your website.
- The visitor is tagged by your ‘All Visitors‘ Custom Audience. Visitor leaves your website. When he comes back to Facebook he is reminded about your website and shown ads for a free report or free shipping offer.
- Visitor sees a blog post “How to Use Widgets with Bells” and is then tagged by your ‘Widgets with Bells‘ Custom Audience. The visitor leaves the site and see’s banner ads from you on Facebook about “Widgets with Bells”.
- Visitor read “How to Use Widgets with Bells” and clicks to learn more about “Widget with Bell’ sales page which offers an ‘Add to Cart’ button. Visitor is now tagged with your ‘Widget with Bells Sales Page‘ Custom Audience. Visitor leaves the sales page and heads back to Facebook. The next day, they are shown ads for ‘10% OFF Widgets with Bells’.
- Visitor adds ‘Widget with Bell’ to their shopping cart but does not complete purchase. Visitor sees ‘Free Shipping on Widget with Bell’ on their Facebook page and can return to complete the order.
- Customer purchases ‘Widget with Bell’. When customer visits their Facebook page, they are shown an upsell that compliments their purchase.
This is all amazingly powerful technology.
Take the time to really focus down your targeting and build Custom Audiences where you can deliver what your visitors need, want and desire.
Creating Pinpoint Remarketing Ads
Now that we know we can target visitors with very specific advertisements, it is our job to ensure that we hit the bull’s-eye with messaging.
It is crucial you maintain the same message, verbiage and terminology within your remarketing ads that you display on your website and your front-end advertisements. Each Custom Audience will have it’s own terminology and messaging.
The message must connect with the terms they are using in their own mind… the messaging used on your sales pages, advertisements… and more often than not, whether a campaign succeeds or fails is based on staying consistent.
For example, let’s pretend a visitor discovered your business through the following advertisement on Facebook:
Obviously, Facebook is showing them this ad because the visitor likes travel and is being targeted through your general advertising campaigns. Let’s now pretend the visitor click the ‘Book Now’ button and is taken to Expedia.ca.
From here, the visitor now searches Whistler, Canada. Visitor does not complete a purchase, so they are placed inside the ‘Whistler’ Custom Audience.
They will then be shown a remarketing ad similar to the following:
The messaging is spot on from beginning to end.
Expedia knows that most travelers book based on timing. You can lose out on a good hotel or secure a good deal depending on how quickly or slowly you move.
Notice the wording in the Primary Ad, “Last Minute Deals”… and “Book Now and save with our last minute deals.”
And in the Remarketing Ad, you get “Time is ticking…”
Further, they communicate there are still rooms available and invite them to come back to Expedia and do another search to compare hotels. This is a great call to action.
They even use an image from a hotel in Whistler to match what the visitor imagines of Whistler.
This is what I call ‘tight messaging’.
There’s beauty in the simplicity. You will also save time by keeping your messaging tight like this. You won’t need to create 20 different ads. Stay on subject, keep the messaging tight to what the visitor has seen and is thinking, and deliver a call to action.
You can take this further if you wanted… and deliver remarketing to the visitor if they added a specific hotel into their Expedia shopping cart.
You could say, “Rooms at Hotel X,Y,Z are filling up fast”… or “Time Expiring on 50% off on Hotel X,Y,Z” . And feature an exact picture of the hotel they chose.
Then follow that up with a ‘Book Now’ button.
Simple, effective, and rather easy (it just takes time to set this all up).
Why You Should Use AdRoll
I had mentioned AdRoll.com previously (and there are others as well). AdRoll takes and expands marketing beyond Facebook and onto many content networks. This will allow your remarketing advertisements to be displayed on such sites as CNN.com, ESPN.com and many other high profile web properties.
AdRoll can give your business credibility because your ads will be displayed on prominent and popular web properties.
The process for setting up AdRoll is very similar to that of Facebook. You’ll need to install a pixel so AdRoll can begin gathering data.
You will also need to configure your Custom Audiences inside of AdRoll and create your advertisements.
AdRoll uses a series of different sized banners as well, so you will need to have the most popular sizes made.
The banner hurdle is what keeps most people off of AdRoll and expanding beyond Facebook. The beauty of Facebook is the simplicity and ease of creating your advertisements.
I hope you put this Remarketing series to work for your business. Please comment below if you have any questions.
Remarketing will decrease your ROI and increase your sales if done properly. Remarketing is perhaps the easiest of all online advertising, but can be the most time consuming.
Set aside enough time to do this properly so you don’t feel rushed. You will be more than pleased you did.
Even if you aren’t going to immediately begin paid remarketing efforts, you should at the very least install the Facebook Pixel to begin gathering date.
Let me know what you think and what other articles you would like to see.