Dynamic retargeting tactics and landing page tests
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Join Invoca and Klientboost to learn how to improve your retargeting with tactics, tests, and more.
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Dynamic retargeting tactics and landing page tests
- 2. • Easy ways to do dynamic retargeting • Tactics to convert repeat buyers • Landing page tests to drive more conversions • Using offline call data to improve targeting What we’ll cover: Johnathan Dane CEO, Klientboost Julia Stead Dir. DemandGen, Invoca
- 4. Retargeting in a !
- 6. You Know Retargeting Works, But Did You Know This…?!
- 7. Retargeting can bring the highest lift in brand searches by 1,046%!
- 8. The average CTR is 10x higher than that of regular display ads#
- 9. Retargeted visitors are 70% more likely to convert compared to ones who aren’t#
- 10. Is Your Retargeting Delivering Results Like That?!
- 11. “All Visitors” (organic, paid, referral, social, etc.)!
- 13. Cookies Turn Into Ghost Cookies They Expire & Die :(!
- 14. People (and cats) Use Different Devices!
- 15. Retargeting Isn’t a Silver Bullet For Low Margin Products!
- 16. But Can Be Tremendous! For High Life Time Value Offers!
- 17. Retargeting Idea #1 Offer Change Retargeting!
- 18. Low Threat (free eBook)! High Threat! (free consultation)! vs.! Your Traffic Channels Have Different Intent, Which Offer is Easier To Convert?!
- 19. Add More Bunnies To Your Retargeting Campaigns!
- 20. And By Bunnies,! I Mean Conversion Bait!
- 21. Retargeting Idea #2 Individual Email Retargeting!
- 22. Add Some Cookies To Your Email Marketing!
- 23. SiteScout is a Great Tool For This!
- 24. Retargeting Idea #3 Redirect Link Retargeting!
- 25. SiteScout is a Great Tool For This, Too!
- 26. Retargeting Idea #4 Anti-Bounce Retargeting!
- 27. Unlock The Power of The Google Analytics’ Audience Builder!
- 28. Included vs. Excluded Audiences!
- 29. Retargeting Idea #5 Dynamic Retargeting!
- 30. Most Well Known for eCommerce, But Doesn’t Have To Be!
- 31. Have Retargeting Ads Created at Scale!
- 32. Retargeting Idea #6 Partner Retargeting!
- 33. Aka “Let’s Share Each Others Retargeting Pixels”!
- 34. Perfect Audience Has a Marketplace For It!
- 35. Retargeting Idea #7 Social Retargeting!
- 36. Retarget On The Big Social Platforms!
- 37. Retargeting Idea #8 Onsite Retargeting!
- 38. You’ve Seen Them Before,! And Everyone Uses Them!
- 39. The Enterprise Onsite Retargeting Tool!
- 40. Retargeting Idea #9 Up-Sell/Cross-Sell Retargeting!
- 41. Ever Heard The Saying “A buyer, is a buyer, is a buyer”?! =! =!
- 42. Amazon is a Genius At This!
- 43. Retargeting Idea #10 YouTube Retargeting!
- 44. YouTube Is The Sleeping Giant! of Retargeting Opportunities!
- 45. But Video Ads Aren’t Quick or Cheap To Create!
- 46. But It’s Worth It :)!
- 47. Retargeting Idea #11 Competitor Retargeting!
- 48. Ever Wanted To Steal Business From Your Competitor?!
- 49. Use RLSA To Target Competitor Keywords! (Remarketing List For Search Ads)!
- 50. Use GSP To Target Competitor Domains! (Gmail Sponsored Promotions)!
- 51. Retargeting Idea #12 Referral Retargeting!
- 52. Put Post-Conversion Visitors In Your Referral Bucket!
- 53. Have Your Customers! Bring In New Customers!
- 54. Retargeting Idea #13 Push Along Retargeting!
- 55. Have Multiple Steps a Customer Has To Complete Before You Make $?!
- 56. Retargeting Idea #14 Similar/Lookalike Retargeting!
- 57. Notice The Audience At The Bottom of The List!
- 58. Audiences With Similar Behaviors = Similar Performance!
- 59. Retargeting Idea #15 Time Delayed Retargeting!
- 60. Cookies Expire, But Time Is Your Friend!
- 61. A New Week = A New Offer! Week 1: All visitors see ad #1# Week 2: All visitors see ad #2# Week 3: All visitors see ad #3# Week 4: All visitors see ad #4# etc.!
- 62. The Results Are Telling!
- 63. Get Creative With Your Ads!
- 64. 5 Bonus Tips: Leveraging offline call data
- 65. 1 Use data from call outcomes to better personalize your retargeting campaigns. How: Data from call – product offer page, keywords said, appointment booked/sale made – is synced to DMP and uploaded to retargeting ad platform.
- 66. Use data from call outcomes to better personalize your retargeting campaigns. Examples: • Caller makes a purchase. Stop retargeting them. • Caller from Minneapolis asks about a specific NFL Sunday Ticket cable TV package but doesn’t purchase. Retarget them with NFL Sunday Ticket ads featuring the Vikings.
- 67. 2 Learn customer communication preferences and tailor your messages to them. How: Track call interactions alongside digital ones in CRM. Create different customer profile segments based on historic communication behavior. Sync this data with your RTP (real-time personalization) and email platforms. Present landing pages and emails for known users tailored to their communication preferences. Ø Called twice from paid search landing pages Ø Opens emails on mobile device = call-first CTA landing pages & emails
- 68. Learn customer communication preferences and tailor your messages to them. VS
- 69. 3 Improve landing page performance by doing A/ B tests with offline conversions. How: When testing design of two landing pages, measure call conversions coming from those pages as well. Look not just at the number of total conversions (forms AND calls) but also total revenue amount. Calls may be lower in volume, but tend to convert into sales at a much higher rate.
- 70. Improve landing page performance by doing A/B tests with offline conversions. A B Form response rate: -14.34% Call response rate: 37.89%
- 71. 4 Use Phone Leads to Create Custom Audiences For Facebook Retargeting How: Pull lists of caller phone numbers from your CRM system or call intelligence platform. Upload those lists to Facebook (or have it automated through tools like AdRoll/Marketo AdBridge). Serve up personalized creative based on caller demographics and call outcomes. 555-555-1234
- 72. Use Phone Leads to Create Custom Audiences For Facebook Retargeting Create ad copy/ offers based on their initial search and presented offer Develop campaigns with different CTAs based on caller device type Optimize offers and message before campaign launches based on existing geo data
- 73. 5 Make Your Retargeting Multi-Channel With Matching Email Campaigns How: Sync your offline call conversion data with your email & marketing automation platforms. Have customers and prospects automatically dropped into custom email nurture tracks based on what keyword they searched for, what was said during the call, and the outcome. +
- 74. Make Your Retargeting Multi-Channel With Matching Email Campaigns Example: If your prospect called in after searching specifically for auto insurance, put them into an email nurture track that focuses on auto insurance messaging.
Editor's Notes
- Cookie deletions
- Cookie expirations
- Cross device browsing
- Low margin products aren’t able to use retargeting well.
- Probably one of the simplest in the game and yields the best results. Think of your call to actions on a threat based scale. Fluffy bunny to torture chamber (free ebook to consultation).
- There’s a good chance that your business sends a ton of email with promotions, specials, and certain offers. The cool thing about this type of retargeting is that you can create ad sets and cookie people who open certain emails. Now you have the ads that keep your promotion top of mind as they go about their business.
- One of our favorite tools to use for this is SiteScout
- 1) Your site is a comparison site of multiple options where you’re potentially making money off referral conversions. Creating retargeting ads could help get you more conversions. 2) If your company has uniform email signatures, then you can track clicks on certain links and create unique retargeting audiences that way. 3) You can also do this within forums, blog comments, or author bio links in guest posts. Redirect link retargeting is perfect for companies to try and cookie visitors who are going places they don’t control or own.
- Many of your overall visitors don’t stick around for more than 5 seconds on your site or landing pages. And if you have a bounce rate between 60-80% or higher, then why would you put 60-80% of your retargeting budget towards people who weren’t even remotely interested in what you have to offer?
- Inside your Admin view of Google Analytics, you’ll have an area called audience definitions in your Property column. Once there, you can create a much more detailed set of audiences compared to what you can do within AdWords and other PPC channels. Once you’re done, you can then import these audiences into AdWords.
- The power with this obviously isn’t just who you can target, but who you can exclude as well.
- The power with this obviously isn’t just who you can target, but who you can exclude as well.
- The retargeting cookies take note of which product pages you’ve visited so that your dynamic retargeting ads only show products that you’ve shown interest in. This type of retargeting can also be used in the travel or hospitality industry for showcasing dynamic ads based on travel routes or vacancies.
- You may find that a website that only sells mustard would be interested to retarget visitors from a site that only sells ketchup, and vice versa. As a better (and more realistic example) you could find partner retargeting happen between airlines and hotels. Both are separate companies, but have complementary offers that usually go hand-in-hand.
- Oh, and did I mention that the costs of targeting visitors like these are on average 80% cheaper than regular AdWords retargeting audiences?
- Many of your overall visitors don’t stick around for more than 5 seconds on your site or landing pages. And if you have a bounce rate between 60-80% or higher, then why would you put 60-80% of your retargeting budget towards people who weren’t even remotely interested in what you have to offer?
- Many traditional PPC channels like AdWords and Bing Ads don’t have access to ad inventory on social networks. Go directly to the social network or use 3rd party tools to keep as many of your campaigns under one dashboard.
- But it shouldn’t just be to get people to subscribe to your blog. Onsite retargeting can be used the same way you’re using other retargeting options.
- Use complex cohort rules to upsell, cross-sell and much more to get non-customers and customers who are already on your site to take specific actions. There’s much more the test and gain beyond going after blog subscribers.
- It took me almost 4 years to finally understand what the heck that saying meant. What it means is that if someone has already bought from you, then they’re much more likely to buy from you again.
- In fact, 41% of overall revenue for eCommerce sites in the US are from repeat shoppers. And that’s not even the crazy part. According to Adobe, repeat buyers are likely to spend 5x more than first time shoppers. But what if you’re not an eCommerce shop? If you’re in the lead generation business, then repeat buyers could mean referrals in the form of leads as you often see for service based businesses. You can essentially create new retargeting audiences by targeting people who have visited your post conversion pages with new offers in the forms of upgrades or complimentary service add-ons.
- Being the second largest search engine in the world, YouTube is a hotbed for insanely cheap cost per views in the sub 10 cent range.
- The only downside to this type of retargeting is that it’s not as easy, quick, or cheap to split test a video ad compared to a static image ad.
- Retargeting YouTube watchers on the Display network has proven to be one of the cheapest acquisition channels for many of our clients. In the example above, we’re getting cost per conversions about 25-30% cheaper than other retargeting channels. Our thoughts are that people are more engaged and committed since they’re watching videos first.
- You got your visitor to buy, but the up-sell, cross-sell, or down-sell didn’t do so well. What if your visitor knows another person who could benefit from your product or service? Wouldn’t you want them to let their friends or network know about you?
- Your image and text ads then showcase a message of what’s in it for the referrer (like, get 10% off every person that you invite who joins), and then you have a dedicated landing page, and this is vital, that makes it super easy for the person who has already converted to send the link to their network.
- Created segmented audiences depending on how far along the visitor has gone in your funnel and retarget them with certain ad messages that help get to the next step in the funnel.
- When you’re creating retargeting audiences from your landing page and site visitors, PPC networks like AdWords and Facebook have ways to create similar audiences that show the same intent and browsing behaviors as your own list.
- Sometimes a similar/lookalike audience is much bigger than your original retargeting list. A lot of improvements have been made since Google first introduced similar audiences back in 2013, and today, you can expect around 40% increase in conversions using a feature like this.
- You got your visitor to buy, but the up-sell, cross-sell, or down-sell didn’t do so well. What if your visitor knows another person who could benefit from your product or service? Wouldn’t you want them to let their friends or network know about you?
- If you run any type of cookie/pixel based retargeting, then there’s a good chance that your audience eventually has an expiration date (Google has a max time of 540 days for example). But in this case, time is your friend, not your enemy. Similar to sequential retargeting, time delayed retargeting basically works this way without the need of any action from the visitors:
- If you run any type of cookie/pixel based retargeting, then there’s a good chance that your audience eventually has an expiration date (Google has a max time of 540 days for example). But in this case, time is your friend, not your enemy. Similar to sequential retargeting, time delayed retargeting basically works this way without the need of any action from the visitors:
- If you run any type of cookie/pixel based retargeting, then there’s a good chance that your audience eventually has an expiration date (Google has a max time of 540 days for example). But in this case, time is your friend, not your enemy. Similar to sequential retargeting, time delayed retargeting basically works this way without the need of any action from the visitors: