If you are already doing PPC advertising such as Google Ads, Facebook Ads, Quora Ads, LinkedIn Ads, and Pinterest Ads to get traffic from targeted audiences for your business, retargeting is something that you just can’t ignore.
Since more than 90% of all your visitors actually leave without doing anything on your site (for whatever reason), the onus is on you (or your marketing team) to get these visitors back to:
Keep them engaged and on focus to complete certain actions on your site that are beneficial for your business (such as signing up for your offer, revisiting your landing page, or to complete what they started)
To push sales
To nudge them to complete transactions on your eCommerce store (including Shopping Cart Abandonment)
There are various ways you can do retargeting and there are several platforms such as Google Ads (Including the Google Display Network and with features such as using Remarketing Lists For Search Ads). Or you could do retargeting on Facebook, On LinkedIn, and by using Quora Ads too.
Even if you aren’t planning to use Retargeting right away, you’d have to still build & manage audiences for retargeting (on any or all of the platforms available to you) since you’d essentially need these audiences (created within platforms such as Google Ads, Facebook Ads, and Quora Ads) to use whenever you are ready.
Remember that you’d need dedicated campaigns for retargeting — such as using dedicated landing pages for retargeting offers, separate sets of ads (and creative), and more.
To launch successful retargeting campaigns, you’d have to do more than just throw money at the wall and then spray and pray.
As a marketer or as an entrepreneur, what you need today is full-funnel optimization. Your sales funnel will never be complete without retargeting.
Before that, there’s the work of setting up the funnel first.
Broadly, there are four phases of work with regards to sales funnels:
Setting up the sales funnel right.
A/B testing every aspect of your sales funnel
To chase visitors who didn’t take any action with retargeting campaigns.
Make it all work together with your marketing strategy along with Integration, tracking, and analytics.
Adroll is all about using retargeting to support your marketing efforts.
Adroll positions itself as a full-suite for retargeting, conversions, and to give a push to your sales funnel. It helps you bridge the gap between all these various sources of traffic, the different pages on your website, and even cross-device usage behaviour that’s common today.
They are darned good at what they allow you to do, in terms of retargeting campaigns.
Adroll has been working to build products to help add to the work it takes to turn your website visitors into customers. The way it does that is to work with an Adroll Pixel which tracks every visitor so that you can use various products that Adroll offers to help push visitors down the funnel.
Here are a few of the products Adroll has and what these offerings can do for your business:
Retargeting Across the web
The bread-and-butter feature that Adroll offers is what I believe every business needs. Adroll basically allows you to do retargeting across the web, across devices, and on the Internet.
Adroll makes it incredibly easy to do retargeting. All you have to do is to signup, upload some ads (they also provide a couple of ads created for you for free), and let the campaigns run.
These retargeting campaigns are different from your regular PPC campaigns. When you do retargeting, your goal is to target those visitors who’ve already visited your web pages, specific pages on your website, your product pages, your contact page, or even if they read your blog posts.
A good way to make your regular retargeting work is to do just three things well enough:
Make a good offer to people who’ve already visited your web properties
Make sure you have conversions setup some marketing automation (tagging, segmenting, etc.) to know when people revisit through retargeting campaigns, you’d know what’s happening.
Retargeting, when done right, is spectacularly profitable. You just need to get started and try it to believe it.
Retargeting On Facebook
Facebook — with over 1.2 billion+ users and about 600 million active users – is a phenomenal platform you can’t afford to miss out on. Adroll offers you the possibility of targeting your visitors on Facebook easily, quickly, and effectively.
All you have to do is to “opt in” and launch the campaign after you set up ads specific for Facebook (the dimensions for Facebook Ads are different from those that you’d use for the general web).
Once you have your Facebook Retargeting campaigns setup, your visitors will see your ads on Facebook after they visit your website, browse your products, read your blog posts, or watch your videos.
Sendroll By Adroll: Retargeting Emails
Adroll launched Sendroll in 2016. For clients who’ve used Sendroll, it’s been a terrific ride. The basic premise of Sendroll is to send a special email to your visitors (without you having to collect any email addresses) after they visit your web pages, shopping cart, contact page, or maybe all pages.
If someone was browsing your products and if they left, an email will follow up automatically telling them something like: “We miss you already. Here’s what you were interested in”
or if a potential customer got to the contact form but did not send you a message, an automated email will go out with something in the lines of: “You were knocking on the door. Sorry, we weren’t available. How can we help?”
You get the drift. Adroll also allows you to send emails to people who abandon your shopping cart, to launch loyalty campaigns (for lead nurturing), and practically for anything you’d like to do.
Since one email won’t do much, you have the option of sending out follow-up emails. To protect your brand, however, there’s a frequency cap so that you don’t over do this email part.
OnSite By Adroll: Capture Visitors On Your Site
A relatively new feature by Adroll is Onsite.
Basically, The Onsite product are just popups. But the smart thing about these “exit intent” pop ups (or you can use them on all pages or specific pages) is that you can immediately start pushing visitors down your sales funnels. Onsite allows you to quickly deploy popups that’ll trigger when unique visitors leave your site (or stay on your website for a while or for a particular period of time).
You’d then be able to collect emails (like any other popup) – along with any custom information you might need such as company names, phone numbers, etc. – in response to a personalized call to action (leading to conversions).
Here’s the best part: these emails you’ve collected can be pushed backed into your retargeting audiences database so that you can use them for existing or new retargeting campaigns.
You don’t need to integrate anything and Onsite then helps you convert better, collect high quality leads, step up your retargeting game, and build a comprehensive marketing mix this way.
Adroll natively supports dynamic creative, integrations with email service provides, cross-device insights, API, and more. It also integrates with Zapier which then allows you to tie in your retargeting efforts with Adroll with any other marketing tool, CRM, analytics tools you might be using already.
Adroll is simple to use and you’d be up and running with retargeting in minutes. Have you used retargeting with Adroll yet? Do you have anything to let me know about this Adroll review?
A website visitor who’s retargeted with a display ad is 70% more likely to convert.
More than 72% of online shoppers abandon shopping carts. Only 8% of them ever return to complete their purchase. (retargeting is the only way to get those people back, and retargeting helps bring at least 26% of those lost customers back).
A ComScore study reveals that retargeting ads led to a whopping, wait for it, +1046% increase in branded search (a sign of more brand awareness and recall).
Retargeting leads to a 147% higher conversion rate over time.
There’s a reason why: If you do it right, retargeting is almost always profitable. There’s just no mistaking the fact that retargeting helps bring your average CPC down, gets you more customers, boost your brand, and gets you more conversions.
Regardless of what kind of digital marketing you do, retargeting should be a part of your marketing mix.
While you are at it, here are a few cardinal rules for retargeting that you shouldn’t ever miss:
Have a Strategy in place
If you’d just pick a couple of banners and think that you’d win with retargeting, you won’t. Just like you’d have a plan in place before you start doing content marketing or paid advertising, think of how Retargeting adds value to your complete marketing plan.
Don’t mistake retargeting to be a standalone channel (like most people do with SEO or PPC).
Retargeting works great when it’s used as another channel along with the rest of the effort you’d put in for digital marketing.
Let’s say you get about 1000 visitors a day to your blog. Your PPC campaigns add another 200-300 visitors to your landing pages and/or websites.
When you add retargeting to the mix now, those 1200-1300 people visiting your web properties each month make for a great starting point for your retargeting campaigns.
Define Your audience Right
You’d need the aforementioned plan to answer this question right. Plus, the answer is different for every business.
A small business with a contact form might want to retarget everyone who visits the “contact us” page.
An online business that sells services would want to retarget anyone who visits their “services page” or even a particular “service”.
Bloggers would want to launch retargeting campaigns to their regular blog readers.
Ecommerce store owners would want to target all those shoppers who “abandoned” their “shopping carts”.
Businesses can use retargeting for cross-selling or up-selling too.
The possibilities are limitless. Who are you going to retarget?
Build an Audience From the Start
You might or might not actually launch a retargeting campaign right away. However, building an audience off visitors to your landing pages, websites, etc., is a no-brainer.
You are directly spending money with PPC advertising or putting in the effort (which is still money in terms of opportunity cost and time) indirectly with content marketing, blogging, social media and email marketing.
After all the hard work (and money, or both), you wouldn’t want to let go of smart ways to “retarget” these visitors and turn them into potential customers.
Watch this video to learn how to Build retargeting Audiences on Adroll and make it work with WordPress:
Since retargeting audiences take time to build, a few simple steps will ensure that you’d build specific audiences whether or not you’d chose to launch campaigns.
Use Special Landing Pages for Retargeting
If you are using landing pages at all, you are doing better than 90% of advertisers or businesses all over the world.
If you’d like to go one notch up and make your marketing count, use specially designed landing pages for your retargeting campaigns:
For instance, let’s say you were promoting a simple $500 gift card. Also, assume that I am using Google Adwords to run this campaign.
This is how your landing page might look like:
The two versions are for A/B testing.
When you run the campaign long enough, you’d get data to help determine whether version A works better or Version B.
For the audience that’ll build on this landing page — that is, for all the visitors of this landing page, I’d launch a retargeting campaign on the Google Display Network.
This time, however, this is how the landing page will look like:
Note that this is a variation of the main landing pages, and it’s custom-built knowing that the targeted visitors have already visited the page.
Make Special Offers
Your ads and Landing pages used for retargeting might have:
An acknowledgement that it’s a returning visitor, with something like, “Welcome Back, We’ve Been Waiting For You” or “Glad to have you back”
Actually name your returning visitor like: “Hey John, God knows You’ve been Missed”
Make a special offer. “Your are special. Get 30% Off, Exclusive for you”
Why, you ask? Because if you want your visitors to come back, you got to have something more than your original offer was about.
Run the Campaigns Long Enough To Get Data
Too many campaigns die early. You’d need to gather as much data as possible to gather enough of a sample size to help make the right decisions (see point below). You’d also need enough time to experiment, test campaigns, test out ads, and test out landing pages. You’d need to let the campaign run for a while to allow for impressions, clicks, and conversions.
This is also one of the reasons why you’d always start with a low budget (per day) to allow for this period of time that your retargeting campaign runs.
If you are not ready to spend, don’t start the campaign.
Make Data-based Decisions
Is the offer you are making good enough? Is the campaign working for you? Are the landing pages converting well? How are the ads performing? What changes should you make to optimize your retargeting campaigns?
The answers to those questions have nothing to do with what you “think”. The only thing that matters is what is the data telling you?
Out of the two banner ads on Google Display Network, which one performed better?
Out of the two versions of your landing page, which one converts more, and with what degree of confidence?
How do you determine which of your Sendroll email campaigns (by Adroll) are clicked open more? If you can determine the winner, why did it win?
Make notes of what the data tells you. As you go along, make changes and introduce new champions (ads, landing pages, subject lines) to make your retargeting work for you.
How are your retargeting campaigns going? Tell me all about it.
Adroll is a popular tool to help you setup, launch, and manage retargeting campaigns across the web. Since more people now use WordPress, it makes sense to figure out how to use Adroll with WordPress.
But, before that…
Now, the trick is to build an audience on adroll, whether or not you choose to launch retargeting campaigns right away. Because, when you actually choose to launch campaigns, whenever that is going to be, your audience is ready for you.
This helps you two ways:
1. when you do want to launch a campaign, your audience is ready and waiting for you. This saves you from the trouble of starting from scratch.
2. It’s your audience, you worked hard to get these visitors to your website. Audience building on adroll is the least you could do to keep track of those visitors.
Ideally, you should have started building your audiences the day you launch your website or when you use landing pages for any sort of a digital marketing campaign.
To setup and activate your adroll account, create an account and login to adroll. Give your account an easy name to remember and typically your brand name or website name.
If you have multiple brands or websites that you’d manage, click on the little gear icon on the top right corner to add other brands or websites.
Adroll calls these as “advertiser profiles”.
To setup adroll with your website, you’d look for this prompt the moment you sign in. Click on the link given and the pixel will pop up.
Copy the pixel.
Now, head out to your WordPress website. Login, look for appearances, editor, and then look for the “header file” of whatever wordpress theme you might be using.
Inside the template header file, go to this section within the “head” section of the code. Copy and paste the adroll pixel here.
By doing this, you are essentially tracking every page on your WordPress website.
If you are not using WordPress and if you are using say, Wix, Weebly, the process is similar, except that you might have to copy and paste the pixel multiple times on each page (this is true for straight forward HTML websites).
It’d take about 24 hours for Adroll to detect that the pixel is working.
Once you know it’s working, it’s time for your lovely audience to build up.
When you are ready, you can launch retargeting campaigns to specific audiences that you’d build up.
Hope this helps. Please subscribe to our channel and let us know how your retargeting campaigns work for you.
Every visitor to your site is a result of some action you take or a dollar you spent (actual dollars or perceived value of your time).
It hurts to see your efforts wasted. Given then it’s already hard enough to get relevant audience that says: “I can’t do without your blog posts and you are on top my mind” along with the fact that more than 98% of ad spend is wasted, it only makes sense for us to do what we can to help control our ad spend, squeeze everything out of a dollar, and make your efforts mean something for your business.
One of the advantages of digital marketing is that technology helps you do really smart things, and it doesn’t cost much. Plus, you always have the ability to switch off (or switch on) campaigns when you please.
All of that with retargeting takes your marketing to another level. Retargeting is all about re-engaging visitors who already arrived at your site. Maybe they did what you wanted them to do. Or maybe they didn’t.
Your goal with retargeting is to make sure that you launch customized campaigns as is relevant to the type of visitor who is the target for the campaign.
Retargeting works best when you have a sizeable audience. Be it Facebook audiences or shared audiences on Google Adwords, you’d need to have a way to start building your audience by “cookie-ing” your visitors.
By default, most platforms — Adroll, Perfect Audience, Google Adwords, and Facebook – let you build an audience by starting you off on “all visitors” list. This list consists of every visitor to any of your pages and is a general list.
You can also build separate segments for each set of audiences such as visitors who:
Arrived on specific pages of your website.
Spent more time on your website than the usual time spent.
Visited your product pages.
Read your blog posts
Landed on your contact page
Specify audiences by using URL paths, wild cards, and even use advanced scripts (but you don’t have to get there just yet).
Whether or not you’d choose to do retargeting, building retargeting lists is a no brainer since it takes a few minutes of your time but allows you to have the option of marketing to visitors who did arrive on your website but left without doing anything.
Before you worry about how to start retargeting, you’d want to consider retargeting because:
It lets you reclaim your lost visitors
Boost your conversions by marketing to visitors who already know you
Cut down on your marketing spend
It costs considerably less to use Retargeting than it does to launch and run paid marketing campaigns.
Setting Up Retargeting
It’s fairly straightforward to set up retargeting for your business. It makes sense to set up your “audiences” even before you actually even think of launching actual retargeting campaigns because it takes some time to build an audience (unless you already get loads of traffic).
Assuming you use Adroll, you can start by creating an account at Adroll.com, and then add your advertiser profile.
Each website you own (or brand you run) has a separate “advertiser profile” on Adroll. On other retargeting platforms like Perfect Audience, the process is fairly similar.
Soon after signing up for Adroll, you’d have to get the Adroll pixel to add to your website.
The Adroll pixel looks like this:
If you are using HTML5/ CSS3 based websites, you’d have to add the pixel to every page of your website.
If you are using WordPress, just head to the “theme header” file under “Appearance” and add the pixel just below thetag.
Adroll also gives you a couple of banner ads to start with, for free (it’d take them 4-5 days to deliver assuming you give them the details quick enough).
Launching Adroll Campaigns
Launching Adroll campaigns is straight-forward. However, the trick is to build only two types of ads (as pairs) so you can test one, against the other.
Let’s say you want to create two 300 x 250 banners to start your campaign with. Create two versions of the banners (and make sure you name them intuitively enough so that you can differentiate between the two versions) and launch them together.
After you collect enough data, you’ll know which banners seems to perform better. Assuming Banner A performs better, make a note treating banner A as the champion and then create a Banner C to test against the current champion (Banner A).
In a nutshell:
Test two banners: A & B
If A is the winner (at the end of a campaign period you specify), create another Banner C to test against banner A.
Repeat the process (and it never ends).
The A/B testing process is manual for the traditional campaigns you’d run on Adroll. However, for other features on Adroll such as “Sendroll”, A/B testing is built in.
The longer you run campaigns, the more data you’d have to make proper decisions.
Conversion Tracking With Adroll
Adroll gives you a simple way to track conversions. On the very end of the page which shows up “after” a “specified conversion event” happens, a part of the Adroll pixel fires that tells Adroll that a conversion happened.
Typical examples include:
• The Thank you page after a sale happens online.
• The Thank you page or the URL that comes up after someone signups for your newsletter.
Conversion tracking helps you to know how well your retargeting campaigns are working. You can also specify custom events such as “Button Clicks” (used for click-through type landing pages).
Using Retargeting Email From Adroll
According to Campaign Monitor, transactional emails boast of 8X more opens and clicks than any other type of email. B2B marketing automation helps boost revenue by another 60% to $1.2 million in 2014 (as compared to 50% increase in 2013).
How about getting the best of both transactional-style emails along with marketing automation?
Adroll – a leading retargeting platform – just launched “Sendroll” which helps you send quick emails to visitors who visit specific pages.
Let’s say I specify that I’d like to specifically target visitors who read this post on Retargeting, I could send a specific email “about retargeting” with a “discount” on our regular prices to “strike while the iron is still hot”.
The Sendroll email would then look like this:
Pop Ups From Adroll
Adroll recently launched PingRoll which helps you create popups, which are unlike the pop ups you know: these pop ups show up to targeted users using exit-intent technology. The best part is that PingRoll comes to you at no extra cost (whereas other pop-up tools will cost you money). More importantly, PingRoll activates only on specified pages, for specific audiences.
How are you doing retargeting? Or are you doing it all? Have you seen results from Retargeting? Would you like to share your experiences?