WITH

Retargeting: improve your sales funnel

from top to bottom

Searchscientists.com/retargeting-presentation

I ’d like to begin with a story…

There once was a website with very big dreams

Wanted conversions bursting at the seams

They started adwords, facebook, and seo

But they found their conversion rate to be low

So they went to dcxaustin to find ways to boost sales

And found help with these retargeting tales

Youwerejustretargetedfromslide1.

About me

Michael Erickson Facchin

Just officially moved to austin this month (yeehaw)

About

Started in 2013

OUR FOCUS IS ON PAID TRAFFIC •  ADWORDS •  FACEBOOK ADS •  BING •  AMAZON ADS •  RETARGETING

March 2016 : we manage 1 .3 million a month in PPC spend

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I know ads follow me around… .. .but what is retargeting?

Cool site, bro

Even a successful site

Every website has bounces. . .even successful ones

Never heard of retargeting?

100 People Visit Your Site 1 Person Converts RetargeIng is a way to get a 2nd chance at the other 99

Retargeting for every stage of your sales funnel

Why?

Because the 99 people are going to be more likely to convert Than anyone else who hasn’t visited

INCREASE CONVERSION RATES 130%

3x return on ad spend

ONLY 20% OF WEBSITES ARE USING RETARGETING

CompeIIon is busy watching game of thrones

Focusing on 2 things

1 . RETARGETING IN YOUR SALES FUNNEL

2. ADVANCED RETARGETING

Part 1: retargeting in your sales funnel

For a long time…

Email was your only chance

For anyone new, here’s how it works

Create retargeting audiences

Serve them that ideal ad

Most people serve the same retargeting ad to all their visitors

For example

Visitor A (Ready to Buy)

Added to cart Abandoned cart

Visitor B (Needs More Info)

Looked at blog post But not product pages

Don’t serve both people an informational ad

Much better

Person A (Ready to Buy)

“Ready to check out? (don’t snooze on this deal)”

Person B (Needs More Info)

Free Guide on 5 Ways to Fix Snoring

I can’t just blanket spray the internet with the same message?

What sales funnel?

Start Basic, get more Advanced later

ColdTraffic

Lead

Prospect/ConsideraHon

BuyingStage

Start from the bottom and work your way up

Buying-Stage: They Qualified themselves (BOFU)

What things do customers do on your site when they are ge]ng ready to purchase?

Make it a no-brainer that right now is the time to buy

Ad & Landing Page

How can I make it a no-brainer to buy?

Free Trial – Demo - Free Bonus - Coupon

Who’s mid funnel? A lead who opted in for info

Most people think:

Got Free Ebook-> Therefore Now Ready to Buy

Perfect on-site top of funnel offer

“have email but is not customer”

Perfect mid-funnel retargeting loop

Turn anonymous visitor into lead

Ad & Landing Page

Ebook, Course, Free Sample of something Paid, Checklist, Videos

(Something they’ll love)

Very light offer & ad Viewed a blog post? Watched

a Video? Here’s more of that for free.

Retargeting and your Sales Funnel

Right offer

Right Ime

Right visitor

2. Advanced retargeting for bosses

“time for a refill”

Sell a consumable? Visitors run out in 30 days…

So you want to serve an ad

AFTER 30 Days BUT not forever

A 45 day list + a 30 day list “Serveadtouserson45daylistwhoarenoton30daylist”

how convenient – I just ran out!

Time-based-Offer-Swap Retargeting

2 ObjecIons over the next 2 weeks:

Does it work? It’s too expensive!

Same concept as ‘need a refill’

Audience 1

Viewed cart page 7 days

Serve ‘tesImonial’ ad

Audience 2

Viewed cart page 14 days AND NOT the 7 Day View

Cart

Serve Coupon

Email Based Retargeting

Cookies in your email

Served to only people opening your email (and didn’t convert)

Partner Retargeting

MeetEdgar Social Media Examiner

You can share your cookies

RLSA on Google Search

RLSA

Only Serve Search Ads

To People Who Have Visited Your Site Before

Scared of search keywords? Too expensive?

Just do RLSA

RLSA: offers you wouldn’t serve to cold traffic

RLSA: keywords you wouldn’t serve to cold traffic

Can RLSA a PLA

Link retargeting

Fun uses for link retargeting

Sharing to your followers or offsite linking on a blog.

Maybe you’re a comparison site and send people to amazon.

Blog comments

Forums (not the DC)

Author link in guest posts

So far, it’s been all about cookies….

But there is also non-cookie retargeting

3. With great power…. . .comes the power to annoy

people

If you do it right, you’ll be rewarded

Keep in touch searchscientists.com/

retargeting-presentation