How retargeting works: getting started with retargeting (remarketing)
Retargeting is a way to advertise to the people who have visited a certain website but then leave to go to another website.
Most people will not buy a product or service the first time that they see it online unless it is an impulse buy. It usually requires multiple interactions to convince the shopper that they should
1) buy the product and 2) buy it from you.
The hard part is to get in front of the same person multiple times to convince them to buy.
Retargeting is a great way of overcoming this because it allows you to show your advertisement directly to the people who were most interested in your product in the first place.
A visitor goes to your website but then leaves because they weren’t 100% sold on it. They go to another website, such as Facebook, and see your ad again with a great offer. They are sent back to your website and are much more likely to buy from you.
The first thing you need to do to get started retargeting is to sign up with a retargeting ad agency to run your ads. There are many available, with some of the most popular being Facebook, Adwords, AdRoll, and Perfect Audience. retargg.com is not an ad network and only allows you to manage and track campaigns for websites that you don’t own.
Retargeting technically works by embedding a small piece of code, called a tracking pixel, on the website that you are retargeting. Your ad agency will then be able to track exactly who visits that site and then show them your related ads in other places around the internet.
How to build a targeted list of buyers using an affiliate offer with a landing page I didn’t own. Case Study.
I started by selecting a Clickbank offer that had a high gravity and was visually appealing. Then, I used retargg.com to install my tracking pixel and used that link to create my Facebook ad.
I let the ad run for two days and got 85 clicks to the affiliate landing page at a cost of $0.17 per click. The ad converted at 2.64%, which isn’t too bad for cold traffic.
This is without any testing or tweaking, so the conversion rate could definitely be improved.
I then created a second, duplicate ad but this time targeted the custom audience that was built using the retargeting pixel.
Since this was the second time the ad was being shown to the users, it converted at a whopping 17.36% and only cost $0.18 per click.
Even with this small test without any tweaking, I was able to make one affiliate sale from these clicks and build a targeted list that I can continue to show relevant ads to. Excellent results for a first try!
How to Set Up a Retargeting Campaign in Facebook
To use the retargg software, simply follow the directions to set up a retargeting campaign just like a normal website.
When you need to embed the pixel into the site, just create a new campaign here on your retargg app and include the code.
You will then put your referral URL into your retargeting platform (Facebook, AdRoll, etc.) and it will redirect to your affiliate website, CPA offer, or any website that you would like to target.
The retargg app will work with any retargeting platform or tracking system that puts a pixel on the the landing page.
Facebook retargeting is a great way to get started since it is simple to set up and does not have any minimum spends or extra fees.
Next, click “Create Ad” to start building your specific Facebook ad. Select the purpose you want to use.
Add the specific targeting information that suits your target audience using their known demographics (interests, location, gender, etc.). Add your custom retargg link created above to the ad that you have created, add some relevant images, and then let the ad run for a few days.
After you have had some people visit your link, you will have built out your custom audience in Facebook and can start retargeting them with ads. Create a new ad but this time use the Custom Audience that you created before. This ad will only be shown to people in your custom audience.
How to Create A Facebook Custom Audience For Retargeting / Remarketing Ads (Pixel)
When is the Best Time to Set Up a Retargeting Campaign?
Retargeting is great for conversion rate optimization — not so much for driving traffic. So you wouldn’t want to use it, for example, when you’re marketing new content to your social media followers or using landing pages to appeal to visitors who find you through Adwords.
Retargeting works best when combined with outbound (actively seeking customers through media placements, word of mouth, etc.) and inbound (bringing customers to you through reviews, email marketing, customer service, and more).