Are you leaving money on the table when it comes to retargeting campaigns?
Hey, my name’s Jody and I’m from Social Charlie where we train and recruit ad managers to become epic Facebook marketers for high ticket coaches.
Retargeting campaigns can be a thorn in the side for a lot of ad managers. I see it everyday when I’m auditing ad accounts as well is it’s a constant question that I’m asked by students. And I honestly love talking about retargeting campaigns and it’s something that we have focused very heavily on the methodology that I’ve developed called the Social Charlie System. This is a whole system where we have retargeting campaigns very strategically placed all throughout the funnel.
I’m going to share with you three great ways that you can increase your conversions with strategic retargeting campaigns.
1. Keep (Top of Funnel) Wide
For example, you’re running a webinar campaign. You’ve got a conversion campaign that’s optimized for webinar registrations.
That’s what Facebook tells us to do in that is best practices. We want people to convert. Therefore, we’re going to run a conversion campaign, which is brilliant.
RUN CONVERSION CAMPAIGNS
But that’s only tapping into a very small portion of our ideal clients. There are other ways that we can bring people into our funnel, into our world, into our pipeline by going beyond just a conversion campaign and you can do it very cost effectively.
This is about getting VISIBLE in people’s newsfeed.
RUN ENGAGEMENT CAMPAIGNS
We can also incorporate into our top of the funnel strategies, engagement campaigns. This is where you have, for example, a video that you can run top of the funnel. Now that’s separate to a video view campaign. I recommend that you run a video campaign as well.
They can both be the same content, but what will happen is Facebook is going to send the engagement campaign to people who are more likely to engage with any post or ad.
This means that they’ll comment, like, share and tag friends possibly.
RUN VIDEO VIEW CAMPAIGNS
Then we’ll have our video view campaign which Facebook will send to people who are more likely to watch a video. That audience generally doesn’t tend to engage so much. Then we can also send people over to our blog where they can click and go and read some more information about us.
There are four ways that you can keep the top of the funnel wide. And in the Social Charlie System, that’s what we would refer to.
One, a LEAD magnet. People who are opting in, they’re opting in registering for our webinar.
Two, with our engagement piece, you would say that’s a CONTENT magnet. That is their directly on Facebook where people can engage with us. It’s a piece of content and that engaged with page audience, is a very effective audience that we see for our clients.
Three, we’ve got our VIDEO magnet, that’s the video there at top of the funnel where we’re getting people to watch the video.
Lastly, number four we have our READ magnet where we’re sending people over to the blog.
These four ways to get people into your funnel are quite powerful and can increase the width of your funnel, and broadens who you can then retarget.
This leads us to our next key way to increase conversions
2. Investing in Building the Relationship
So while you’ve got people that have converted, they’ve opted in for your lead magnet, that typically will only be 25% of people who even land on your landing page. So out of a thousand people that your ad may be sent to, if you get a 1% click through rate on your ad, that’s only one person even getting to your ad. So we need to times that up a bit, don’t we? So 10,000 people who see your ad, 1% of people actually click through. So that’s like a hundred people. And then if we get 25% who actually opt in, that’s only 25 people out of 10,000 people. Let us not make a huge mistake and forget about the 75% percent of people who have shown interest and actually gone to the page but didn’t opt in for whatever reason.
So while we have that 25% that have opted in, that’s our hotter audience, we don’t want to forget about the 75%. Then we’ve also got our audiences that we’ve been building up from our content magnet, video magnet and read magnet that we can also invest in nurturing the relationship with.
Far too often I see ads or ad accounts that even if they do have retargeting in place, they’re only retargeting a seven-day window. That is not enough.
A seven-day window to retarget people is not enough time.
I remember years ago, there was an influencer who is highly regarded in the online marketing space and had quite an influence in some top marketers these days. I remember them saying directly to me, “Relationship marketing is a myth.”
Well, let me just tell you these days on Facebook and social media, relationship marketing is not a myth. It is imperative.
I can’t tell you the number of times where I have spoken to a coach or people have spoken to me or I myself have signed up and purchased something from somebody after I’ve been watching them for six, eight months, 12 months. They’ve been constantly building up the relationship with me by putting out content pieces, by sending out emails, by putting videos in their Facebook newsfeed or whatever platform.
You need to invest in nurturing the relationship.
So from the top of the funnel where we’ve kept it wide, we’re going to nurture like crazy, and this can be extremely cost effective.
It doesn’t need to cost you a fortune just to be getting these content pieces out in front of people.
3. Ask at the Appropriate Time
Just like we’ve got people who are opting in for our lead magnet at the top of our funnel, that 25% out of a hundred people that went to our page, they’ve opted in, they’ve come through and registered for the webinar.
But this is a mistake that I see a lot of people make with their retargeting.
They’ve registered for the webinar, and now some are hitting them up with a booked call ad.
Whereas if they’ve bailed or if they’ve skipped out on the webinar within the first five minutes, they wouldn’t have a clue what they’re booking a call for.
This shows the value in segmenting your audience so you know who has actually watched the webinar and then you can retarget those people that watched the webinar with an ad that’s inviting them to book a call.
If they haven’t watched the webinar, if they’ve landed on the thank you page but then haven’t watched the webinar or left early, retarget them with a content piece, like even the webinar, you can even show that to them directly on Facebook as a video.
The goal of the webinar is for it to be watched. You want it to be consumed.
They’ve registered which is excellent. You’ve got them over on your database, which is perfect, where you would love them to be, but now let’s just retarget them with the actual training so that they can see what it’s all about. They can then learn more about you and you can establish your authority with them and therefore, position yourself as the person who can actually help them to overcome whatever the problem is that you help to solve. Retargeting people appropriately and asking at the right time will serve you well.
So obviously, if someone has just come in at your top of the funnel by engaging with your content magnet or watching your video magnet, it may not be the right time to immediately be retargeting them with a, “Hey, come over and book a call.”
No, that’s where step two where we’re nurturing our audience and we’re continuing to give them some great information. We’ll warm them up before we ask for that next step.
So that’s what we’ve incorporated in the Social Charlie System, a very strategic retargeting campaign. This allows us to bring people in nice and wide to the top of our funnel and also keep the bottom of our funnel nice and wide as well by the different retargeting strategies and also by different campaign objectives. Just like at the top of the funnel, as I mentioned, it’s going out to those different sections of the audience. Keep the bottom of the funnel wide with that as well so that you can retarget people nice and wide.
Don’t just narrow it in to say a conversion campaign where people have watched the webinar, you want them to book a call, and so therefore using a conversion campaign, that could really throttle the results that you get. Keep it nice and wide possibly with a traffic campaign that’s optimized for landing page views or an engagement campaign.
I trust you found that useful.
Think about your retargeting strategies. As a quick recap, you first want to keep the top of the funnel wide, keep that pipeline wide. Then number two, invest in nurturing the relationship. And number three, ask at the appropriate time.
Don’t force people or don’t just send them an ad that’s coming over to book a call and they have no idea what they’re booking a call for.
Know where they’re at in the journey and ask them at the appropriate time to take the next step.
If you found this to helpful, I’d love for you to tell me your biggest takeaway in the comments below!
Until next time,