Hi! Samuel Junghenn here and today I want to share with you how to legally stalk your prospects. It’s particularly good if you want some cheap branding and it’s also fantastic for targeting those people that came to your website but didn’t actually make a purchase.
Now I’m going to be sharing with you 3 powerful tips at the end of this presentation to help you maximize your campaign effectiveness.
So the first thing that we need to do is to decide on what the purpose of our retargeting campaign is and now you are probably wondering, what is retargeting. Retargeting is offered by a number of providers and Google is probably the main one that we know of and the most common that we use.
So what they allow you to do is put a tracking code on your webpage which then tags people that comes to the page and then it allows you to advertise to just those people and no one else.
So this is obviously very targeted because people already know about the brand and they might have hopped on there and then the computer might have crashed and they forgot about you or they were going to purchase something and the cat ran on the keyboard and they lost the site.
There are a number of reasons that people might have been to your site but then gone away or it wasn’t the right time for them to purchase. What this tracking code allows you to do is tag people so we can bring people back to your business and its very cost-effective compared to normal Pay-per-Click advertising such as the normal Google Adwords.
So the first step is you got to think about what’s the purpose of it – would you like more branding? In this case you have banner advertising with your logo or your slogan and have your business name on it in order to have it continually imprinted in people’s minds and so this is not to just to any other random people but this is for very specific people that already had some interaction with your business so it’s very powerful.
The second purpose that you might use this for is if you have an e-commerce site and you are selling something online and people came to your shop but they didn’t buy. So what you can do is you can actually tag people that don’t buy your products and services and then show ads to them to bring them back for a second bite at the cherry.
Now this can be particularly powerful if you have a sale on and you would like to run advertising on a specific page say for example you are selling women’s shoes and you might have some targeting on that specific page to bring back people with interests in women’s shoes.
Now this brings me to the first tip – now the first tip is you can have one-time offers for people. So if you know that people had been to your e-commerce site and then visited a particular page, you can tag them for that particular page and you can serve ads to them for that related part. What you do is that you don’t drive them back to the same page that you tagged them on but you drive them back to a separate page with the one-time offer.
So say for example over here when they visited the page for the first time, these women’s shoes were $150 and they then don’t buy and you tag them and they go away and they are doing their business. They might be on Youtube or surfing somewhere else and they might see your ads for the same women’s shoes and you bring them back to the other page that has the one-time offer that says something along the line of get these fantastic shoes with all the bells and whistles but today’s only price is for $130.
You can explain to them briefly and simply that if they leave the page the offer would not be valid anymore. Because this is a hidden page on your website, it’s a very powerful technique and maybe they really love the shoes but it’s a little bit too expensive or they had other things that they committed to buy but they see that its now reduced just for them, you’ll get extremely good conversions with this technique.
The second tip is to always split test. Whenever you are running any sort of advertisement you need to be split testing. So what you would do in this case if you are running for the ads for the shoes you might have one ad that says “limited time offer, only $130 for this pair of shoes”. The other ad you might show might say nothing about the price but it might have pictures of the shoes and your branding and bring them back to that same specific page.
So what Google will do is serve up one ad to the first person and one ad to the next – A B, A B. What you can do over time is track which ads actually convert better and then you just start serving that ad to obviously increase your profit.
Now third and final tip that I have for you with running a retargeting campaign is you want to limit the amount of impressions that people will see once you tag them because you don’t want people going out there being tagged by your retargeting code and they are then seeing your ads like 50 times a day.
One, it’s very annoying for them and they’ll probably end up hating your brand but two is it will actually hurt your Adwords campaign and lower the quality score of your ads and so Google will make you pay more for those ads.
If you like these tips and this video then please share it and subscribe to the channel and get it out there as much as possible. My motivation for making these videos is seeing people engage with it and like or share it enabling me to add value to the community. So if you can help me by sharing it, it will motivate me to make more videos for you. Okay thanks!
Samuel Junghenn is the Managing Director of Think Big Online and has over 12 years experience in Online Marketing. He is passionate about building businesses using the power of automation and the Internet along with the thrill of motor racing.