Facebook & Google Remarketing
Remarketing or re-targeting advertising is quickly becoming a necessity within the world of online advertising. Illustrated with one simple question, how often are you instantly ready to make a purchase after visiting the website once? You can buy all of the traffic in the world, but without giving yourself the ability to re-market to people who've been to your website, or who've interacted with your advertisements you are leaving so much on the table. There are various avenues for re-targeting that we have at Evolution Marketing. Simple. Strategic. Encompassing. Simple is easy to integrate and doesn't have a lot of variables to get started. You simply add an audience of web traffic/Facebook traffic and then show them ads at intervals going forward. Strategic takes is beyond just throwing ads into the wind. Strategic includes targeting specific actions with specific ads. If a customer visits a page about a blue hoodie on your website, then you show them additional ads or images of other blue hoodies.
Scenario Two - Targeted Approach
With re-targeting now I put each of those people into a different audiences based on their actions, that will then give them ads going forward. So if I end up continuing that previous shotgun campaign and eventually get 1,000 people within these three audiences; I'm going to be paying the same amount ($50 for 1,000 impressions); except now I'm paying to get in front of people I KNOW have at least a modicum of interest in what I have to offer.
It is the cheapest and most effective marketing out there, but it must be done right, and there are a lot of variables that you need to understand to do it effectively.
But this time I'm only spending it on people I KNOW have at least a modicum of interest.
Audience 1 - low budget
Audience 2 - medium budget
Audience 3 - high budget
"It is the cheapest and some of the most effective marketing available today"
Our Encompassing strategy revolves around this idea of three stages of interest, preceded by two primary parent categories of unknown and subscribers. Unknown is simple web traffic, people who've visited your site but aren't yet subscribers. Conversely once you have someones name and email they become a subscriber and you market to them totally different than you would an unknown person. So within each of these parent categories there are the three stages of interest: Lukewarm, Warm, or Hot. So there are technically 6 total audiences that we build for.
- Lukewarm Unknown
- Lukewarm Subscriber
- Warm Unknown
- Warm Subscriber
- Hot Unknown
- Hot Subscriber
You need to re-market to people based on their level of interest, based on their interactions with you.
Lukewarm Unknown
This is usually 1st contact with your website or ad
Warm Unknown
They’ve interacted with your site/ad a handful of times
Hot Unknown
They’ve displayed a high level of interest
Lukewarm Subscriber
Initial interaction after subscribed
Warm Subscriber
They’ve interacted with your emails and site a handful of times
Hot Subscriber
They’ve displayed a high level of interest by opening multiple emails
Breakdowns For All 6 Audiences
Unknown Web/Ad Traffic
UNK Lukewarm
Typically 1st interaction
UNK Warm
Medium interest level
Site Visits: 3+
Time on Site: 60+ seconds
Subscribers - you have their email
SUB Lukewarm
Typically 1st interaction
Time on Site: 20 seconds
Emails Opened: 1
SUB Warm
Medium interest level
Emails Opened: 2
SUB Hot
Site Visits: 3+
Time on Site: 60+ seconds
Emails Opened: 3
Links Clicked Within Email: 1