5 Tips How To Improve Remarketing Campaigns
James: James Schramko here with Ilana Wechsler from TeachTraffic.com and today we’re talking about retargeting or remarketing, which one do you prefer to call it? What’s the technical term?
Ilana: Look, I find them both really interchangeable. I find that in the US it’s very much all about retargeting straight and crowd remarketing. So I don’t know…I switch between them interchangeably.
James: We’re going to talk about that and five ways to do it better. And, of course, you’ve been teaching people inside TeachTraffic.com, all these advanced things and even basic stuff.
If you’re just starting out, it’s still going to get you a tremendous result. But I’d love to see what you’re teaching them when it comes to retargeting slash remarketing and how it can improve.
Ilana: Yeah, I’m a big fan of remarketing or retargeting. Big, big fan. And, you know, like it’s just such low hanging fruit for people where I think it’s such a no brainer. So I’m going to go through five ways that you can improve it.
First Step – Understand the Buyers Journey
So the first way is to really try and understand the buyers journey. Okay, where somebody is in the buyers journey, because if you’re going straight for the sale with retargeting, you know, if you’re selling a high end product, maybe they’re just not ready.
Maybe, you know, you need to introduce them to some more of your content, or some more checklists or guides or whatever it is that you can educate them to, that you’re the authority in the market or whatever it is that you’re selling. So really understand that journey for people and often it’s about you know, sometimes getting on the phone and actually talking to people and saying how they discovered you so you can replicate that journey with your retargeting ads.
So that’s the first way.
Second Step – Segmenting Your Audiences
Ilana: The second way, I guess kind of relates to the first way, and that’s through really segmenting your audiences. So and I guess it’s just ensuring ad relevance through that segmentation. So it’s once again, understanding the buyers journey and segmenting your people, or your audiences into like, where are they at?
And what appropriate ad can I show them based on their segments? So for example, my business now I predominantly teach people how to do ad management. But historically, I used to do a lot of client work with my agency. So personally, that agency client doesn’t want to learn maybe some of them do, but most of them don’t. So I only told…
James: Most of them dont….
Ilana: That’s right! They’re like “You do it Ilana… I don’t want to ever log into my ad manager account” you know. So I don’t even bother showing that person and add about our latest training course. Or webinar, we’re running, you know, so they’re two different people. So you have to segment like you do with your email marketing. You do with your retargeting audiences.
James: Right message at the right time to the right person.
Ilana: That’s exactly right.
Third Step – Monitor the Frequency
The third way to improve your retargeting campaign is to monitor the frequency. I can’t stand it when I’m on someone’s retargeting list, and they’re showing me that same ad over and over again.
So on the Facebook side of things, have a look at the frequency metric in your ad account. Personally, I don’t like to go above the frequency number of three. After that. I’m not saying not to advertise to them to show them something different.
Keep the ads fresh, and the same and the Google side of things and obviously you can frequency cap, so you don’t show people the same ad over and over again.
Fourth Step – Change Your Offer
And the fourth way is to change your offer. Like if your retargeting campaigns are not working, I would say to definitely change your offer because chances are your retargeting campaign is not working. I think there’s a problem with your offer.
James: Yeah, and it’s like it doesn’t take an eternity to figure that out. You should start saying response fairly quickly if you if you’re working
with people who are already known to you, there’s a lot less variables than the cold audience, right?
Ilana: That’s exactly right. So often, it’s a matter of switching up different offers and seeing what resonates with your crowd the best.
Fifth Step – Experiment with Different Creatives
And the fifth way to improve your retargeting campaigns is to really try a lot of different creative the Facebook side of things.
I would try video ads and obviously image ads as well maybe carousel just just keep it fresh, keep it lots of different mediums for people. And the same on the on the Google side of things.
So yeah, they’re my five quick tips on how to improve retargeting.
James: Great tips I remember when I was doing the display ads, they wanted a whole bunch of different banner types to run with to start with to rotate around and quickly find which ones were.
And often they’re not the ones you would have expected either. You just got to put them out there and be surprised.
Ilana: That’s right. And actually now in the Google side of things you can do what’s called responsive display ads and it will automatically switch them all up for you in all the different banner sizes so it’s actually never been easier to do this kind of stuff.
Because good leverage is grace. AI and it makes it all you know switcheable and stuff.
James: It’s exciting where this is going. So more tips like this inside TeachTraffic.com. Thanks so much Ilana for sharing this I’m going and have a look at my own remarketing/retargeting campaigns. Thank you.
Ilana: Thanks, James. See yah.