Wondering what the heck retargeting is? Want to Learn how to target on Facebook, and bring visitors back to turn them into customers? Learn more 👇
Retargeting is a powerful tool that allows you to reach potential customers who have visited your website but haven’t made a purchase. It’s a cost-effective way to increase conversions on your website, while also generating more revenue for your business.
More than 80% of your customers visit your website and leave without taking any action. They just read.
They come. They leave. Most never come back.
Given that you work so hard to try to get traffic to your website, this is almost being careless with your business.
Retargeting helps you:
It’s even more effective than classic advertising or PPC campaigns when it comes to conversion rates.
You can show someone a product on your website and then follow them around the web with ads until they buy it from you or another retailer. Retargeting is like old-fashioned in-person salesmanship but, instead of being limited by geographic location, the seller has a global audience at their fingertips.
Make your website (and hence business) more accountable
Build a database of valuable leads and prospects that you can follow up with in the future
Find new customers through social media campaigns. By retargeting, you have access to people who might not know about your product or service but are interested in what they see. Once these potential customers visit your website, you can then retarget to them.
Retargeting success stories show that retargeting outperforms traditional marketing strategies and is a must for all businesses who want to succeed in this digital age.
Learn How To Retarget On Facebook
Retargeting works thanks to the Facebook Pixel. Once you place the Facebook pixel (the base code) and event codes (highly recommended), Facebook tracks, maintains, and builds audiences on the Facebook platform.
When you do retargeting ads, you are specifically targeting to these audiences (and not everyone on Facebook).
While you create the audiences, Facebook builds them according to the parameters you set.
Facebook Retargeting is an effective way to reach your target audience because it’s personalized and has a strong return on investment.
The Facebook Ads Manager platform allows you to create ads that are optimized for one of four audiences: people who like our page; people who have interacted with your website in the past, such as by visiting another website or watching a video; people who live in a certain location, such as a zip code or country; and everybody else (called “custom audiences”).
There are four ways to retarget on Facebook.
Simple or Complex audiences: You can create an ad that only shows up for users who have visited your website but never bought anything from you. You can target everyone who visits your website or those that follow certain URL paths (such as those who read your blog posts, check out your pricing page, and then exit).
Lookalike audiences: Create “sets” of completely new people similar to the “audiences” you create (such as website visitors, email subscribers, customers, and more). This is called a “lookalike audience” and will include people who are similar to your website visitors (Facebook finds these audiences for you, based on the mind-blowing data they have available).
Other audiences: You can also build specific audience sets such as email subscribers, past customers, people who watch your videos, your Facebook fan page followers, Instagram followers, and more.
Basic Steps For Retargeting On Facebook
Time needed: 1 day.
The first step is to build your audiences on Facebook. While Facebook builds these audiences for you, planning ahead and thinking about these audiences is extremely important to get your campaigns right. Learn how to build audiences, creating retargeting campaigns, build creative ad content that just works, and learn how to measure the effectiveness of your retargeting campaigns on Facebook.
Build your audience
The first step for retargeting is to build your audience. After you add the Facebook pixel to your website, Facebook automatically starts building an audience for you.
Once your audience size is big enough (doesn’t have to be too big), you can start using these audiences for retargeting campaigns
Create your campaign
Your retargeting campaigns shouldn’t be the “same” as your regular paid ad campaigns (although retargeting campaigns are also paid ads).
As for campaign creation, you’ll follow the exact steps that you’d take to create normal PPC campaigns (except that the audiences you choose are specific and the ads (design, copy, and landing pages) are more targeted as well.
Build creative ad content
For your ad content, address your potential visitors, customers, or audiences directly (depending on what they do on your site and the types of audiences you build).
Assume that you have a lead magnet that you normally give away (and this marks the start of your funnel). People visit, read your blog, but don’t sign up.
Create specific ads to have your visitors come back and sign up for the free lead magnet (could be an online course, a discount coupon, an eBook, a white paper, a PDF checklist, or whatever it is that you give away).
Let’s say that your ads are created to bring back visitors to your product pages who “viewed” didn’t add to cart or purchase.
You’d then create ads to specific have people come back to complete the purchase. Now, you’ll have to “entice” those people who just left. For eCommerce (includes services, digital products, paid videos, online courses, and memberships), use a discount coupon (use it strategically) to have people take interest in your offer.
Test your campaigns
Since you never know which of the combinations above actually work (just being creative or confident isn’t enough), split testing (or A/B testing) is a good way to measure the efficacy of your campaigns.
Facebook has a built-in tool (right where you create ad campaigns) for A/B testing your ad variations. Build out ad sets (with ads in pairs within each ad set) to start testing your campaigns as they run. Collect data, analyze your campaigns, and tweak (or make changes) as needed.
Note: For taking any decisions based on A/B testing, you’ll need considerable data. You can’t make decisions based on 100 visits or 3 sales. Please keep your tests going for long enough for the data to gain enough statistical significance.
Interested in learning more?
Sign up for the complete course on [Pre-launch] Retargeting course (covering retargeting tactics, campaign creation, and the exact steps to take on major platforms such as Facebook and Google).
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.