Read time: 4 mins
In this week’s issue, I want to talk about how you should be implementing a retargeting strategy in your business as a Local Small Business Consultant or Digital Marketing Agency Owner…
When most people hear the term “retargeting” it scares them because they think it’s difficult or complicated…
But the reality is that’s the furthest thing from the truth!
Retargeting is honestly not all that difficult if you simply understand the principles behind it.
So with that in mind…
Let’s dive in.
What Is ‘Retargeting’?
Retargeting is a word/phrase that most commonly refers to advertising…
More specifically, advertising to people who have visited your website.
This is a very common practice that nearly all big businesses implement.
However, you’d be surprised how many local small businesses still do not have a retargeting strategy implemented.
In fact, if you aren’t doing this yourself for your own business…
After reading this newsletter, you should implement it immediately.
The benefits are immense.
And once implemented, it’s evergreen…
Meaning, it’s pretty much ‘set and forget’ where you’ll never really have to think about it again.
Although you may want (have) to refresh your ad creatives (images/videos) from time-to-time due to ad fatigue.
Who Should Be Using ‘Retargeting’?
As I previously mentioned, pretty much EVERYONE should be implementing this strategy.
It really doesn’t matter if you’re a huge Fortune 500 company or as little as a solopreneur selling an eBook.
ANYONE can benefit from implementing a retargeting strategy.
Retargeting ads have been proven over and over again to be highly effective (not to mention cost effective as well).
And worst case scenario…
You don’t see a direct result from your retargeting efforts…
But more likely than not, you’ll have indirect results because your retargeting ads have been shown over and over to only the people who have visited your website…
Thus serving as a constant reminder about your product(s)/service(s).
Why You Should Be Implementing A ‘Retargeting’ Strategy
It’s important to remember that in general, people need to have several touch points with a business/brand before they actually decide to make a purchase.
And that’s exactly what a retargeting strategy will do for your business (and your client/customer’s businesses too).
Plus there’s no other form of advertising as cost effective as a retargeting ad campaign.
Retargeting ads have the highest ROAS (return on ad spend) of any type of ad campaign you can possibly run.
So often you will see a very small amount of actual ad spend per day, week, month or year…
But then see a ridiculously large amount of sales as a direct result of this particular ad campaign.
How ‘Retargeting’ Works
Like I said previously, when someone visits your website they are then shown an ad when they are on say Facebook, Youtube, Instagram, TikTok, LinkedIn, Twitter, TikTok, etc.
It all depends on where you want to setup your retargeting ads.
Obviously, it’s in your best interest to have a retargeting ad setup on ALL of the aforementioned social media platforms…
But for this week’s newsletter, I’ll just be talking about how to do it specifically for Facebook.
Step 1: Create A Facebook Pixel in Your Facebook Business Manager
In this step, you’ll need to go to the business manager in Facebook and create/setup a Facebook pixel for your business.
Step 2: Install The Facebook Pixel Code On Your Website
In this step, you’ll need to copy the code provided to you from Facebook for your pixel and then paste it into the website between the HTML <head> </head> tags.
Step 3: Create A Custom Audience Of Website Visitors
In this step, you’ll need to go to the “Audiences” in Facebook Business Manager where you will create a Custom Audience from your website. You’ll pick your pixel, select “People Who Visited Specific Web Pages” under Events, enter a retention period of 30 – 180 days and then type in your domain (i.e. YourDomain.com), and finally give it a name.
Step 4: Create A Ad Campaign Using Your Custom Audience
In this step, you’ll need to create an ad campaign using the “Traffic” or “Reach” objective, use your custom audience at the ad set level, then create your ad using an image or video, and finally add your sales copy (primary text, headline, description, etc.).
I hope you understand that unfortunately I am unable to get into every detail and aspect of creating a retargeting campaign within this newsletter simply due to length constraints.
So if you need further assistance there are plenty of free resources available to you where you can easily find any information you need to fill in the blanks so to speak.
However, I completely understand if this type of thing isn’t in your wheelhouse and would prefer to have this done for you…
If that’s the case, please let me know and we can schedule a time to meet to discuss your needs. 🙂
https://calendly.com/vegastechgroup/meet-with-kerry-knoll
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