dallas state of search 2012 - advanced retargeting tips with facebook exchange and custom audiences...
DESCRIPTION
I'll discuss some advanced retargeting tips/tactics including segmenting, sequencing, building audiences, creating compelling banners, and utilizing Facebook Exchange. I'll also talk about Facebook Custom Audiences.TRANSCRIPT
Advanced Retargeting TipsIncluding Facebook Exchange and Custom Audiences
Justin VanningPerformance Marketing Strategist
@justinvanning
State of Search Conference – Dallas – 11/12/2012
Retargeting – what is it?
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User visits your site
Web user leaves and visits other websites where they see your ads
Ads bring the user back to your site
Everybody’s doing it
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It’s getting harder to stand out
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We need to innovate to stay ahead of our competition
@justinvanning
Let’s look at 5 tips that can help take your retargeting campaign to the next level!
1. Start with targeted segmenting on your site
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Homepage
Product Tour
Plans & Pricing
Cart (conversion page)
Segment users in highly targeted buckets
2. Expand your audience
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@justinvanning
How else can you build your audience?
Partner sites Search Retargeting
Targeted Facebook Ads
Email campaigns
3. Create beautiful, inspired ads
@justinvanningEmotion
Passion
Humor
Interactivity
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4. Sequencing is your friend
Brand Introducers – subtlebrand impression
Influencers – use yourvalue props
Converters – closethe decision process, offer,price, urgency, promo
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5. Facebook Exchange – a game changer?
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What is Facebook Exchange?
Facebook now allows advertisers to show FB adsto users who they’ve captured in their site’s retargeting audience.
Must run through FBX partners: AdRoll, ApNexus, DataXu, MediaMath, Tellapart, TheTradeDesk, Triggit, Turn, Kenshoo, Nanigans, Optimal, RocketFuel,Xaxis, X+1
How does it perform?
Lower CTR’s than site-retargeting
Higher click-through conversion rates – more than double the rate of site-retargeting
What we’ve seen at SEOmoz…
Lower CPA’s – 5 times lower than site-retargeting
Those results are pretty good, right?
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Ok, I’m sold, now what?
Combine your Facebook Advertising best practices
With your retargeting best practices
Here’s some quick tips
Facebook is an ADD nightmare
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Grab my attention
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Remember your segmenting
If I made it to your cart page, I’m probably ready to be soldto. Make the ad relevant.
Bring me back to the cart page
Keep testing – image, ad copy, landing page
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6. Bonus Tip: Facebook Custom Audiences
Facebook now lets you upload an email list, phone list, or FB user ID list to create your own custom audience
Your customer list Facebook targeting
A marketer’s dream!
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Ok, I’m excited…but how do I set it up and what should I use it for?
FB Custom Audience setup
http://mz.cm/SDc3fl
@justinvanning
You can only set it up through FB power editor
Choose the custom audience tab and select “create audience”
Upload your email, phone or FB ID file
For more specifics, check out this blog post:
Drive FB Likes
You have a list of current/past customers, serve them ads to like yourbrand page.
Drive sales
Serve targeted ads to current/past customers or prospective customers to get themto buy again, or buy for the first time.
Drive secondary conversions
Newsletter signups Webinar signups
Whitepaper, guide downloads
@justinvanning
That’s all I got
To summarize…
The retargeting channel is maturing, you gotta keep testing and innovating in order to keep up with your competitors
Try out the new offerings from FB: Facebook Exchange and Custom Audiences
Thanks for listening!If you have questions, feel free to email me: [email protected]
@justinvanning