Perfect Audience’s Scott Danielson Teaches Retargeting

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TRANSCRIPT

Hi everyone. My name is Scott Danielson and I am the customer success manager here at Perfect Audience.

Today I’m going to give you a little bit of information about what perfect Audience is and does, what retargeting is and how it might help you with your marketing strategy. Let’s get started. I hope you enjoy.

Retargeting is a great way to bring back visitors to your website. Many times people will visit your website. Maybe they browse around but they don’t do what you want them to do on your site-purchase something, sign up for an e-mail list, whatever the case may be. That’s where retargeting comes in.

Let’s say that you’ve got a new awesome product that you’re launching. Your website visitors might read up about this product but they don’t buy it right away. With retargeting, we can track the users that visit your site or specifically visit the page about your new product and then later on when those visitors visit other website or Facebook, we can show them ads about that new product. They’ll be reminded of your product and hopefully return to your site and purchase. Retargeting is a really great way to optimize the traffic that you’re already getting to your site.

Your assignment today will involve creating several ads for a retargeting campaign. But first let me speak a little bit about what types of ads you can use and some best practices to make sure that your ads perform well.

When you set up your ads you’ll definitely want to setup multiple ads so you can do some AB testing. Do audiences seem to click on this picture more than that one? Is this text performing better than that text? Make subtle changes in your ads so that overtime you can keep rotating the ads with the better performing ones to keep the campaign healthy.

Keep an eye on what works and what doesn’t. It sounds like a minor detail but paying good attention to your ads can really make a different in your campaign performance. One of the biggest problems we see is people not paying attention or not updating their ads. Keep your ads up-to-date. If you’re running a Facebook campaign you should use at least two to three ads and review them every 7 to 10 days. Replace or update non-performing ads. For web campaigns, you’ll want to run at least two ads with different variables and you’ll want to replace them every two to three months.

On Facebook right-hand side bar ads must be 99 by 72 pixels in resolution. Newsfeed ads must be 200 by 200 in resolution. With the web you’ll get a little bit more leeway with your banner resolutions. We found that the banner ads that are 300 by 250 and 728 by 90 perform best. Some visitors like square ads over the longer banner ads so make sure you have both in your campaign. If you run only one or the other you’re limiting your reach. Make sure to have both sizes so you can serve the ad to the widest audience you can get. You’ll also learn which size works best for you and can make any appropriate adjustments to improve performance even more.

I mentioned before that it’s important to keep your ads up-to-date. It’s also important that your ads are socially relevant. Including ads regarding holidays or special events can give you a boost in performance if you time the ads correctly. Keep things like Christmas, Mother’s Day, Father’s Day, and so on in your mind when the timing is correct. Make ads that follow along with these events.

Here are some other ways to keep your ads performing well. Don’t run generic ads. Be creative with your headline and copy. Use your brand’s voice. With banner ads, buttons tend to perform well. Try adding a button along the lines of “Click here for a 30-day trial” or something like that. Use a question in the headline. “Are you looking for … fill in the blank.” Offer a discount or incentive in the ad. Try adding or removing a border from the ad.

Those are some ways to keep your ads performing well and keep your campaign healthy and running smoothly. Now let me transition over to our website and show you how to create these ads.

From your Perfect Audience dashboard click on Manage Ads. Click Add New Add or Create Your First Ad if you don’t have any yet. It’s very simple to create an ad for your Facebook or web retargeting campaign. Give the ad a name and some content. Choose your click destination and image … and upload it. That’s it!

If you’re using Perfect Audience to create your ads, it’s safe to assume you’re going to be using Perfect Audience for your retargeting lists, campaigns and conversion goals. Let’s talk about how to set all that up right now.

All you need to do is place a little bit of code on to your website. Then when someone visits your site we’ll click you that user and place them into a retargeting list of your choice. You can target all visitors to your site or only people who went to a specific page or performed a certain action.

Setting up retargeting lists is easy. Just tell the system how to track your users with a specific path, a URL query string or even a Java script event. We’ll take care of the rest and start keeping track of people we can retarget your ads to.

If you want you can also track conversions with Perfect Audience. Tracking conversions is highly recommended as it will give you great insight into how your ads are performing so you can modify your campaign to run efficiently. A conversion goal can be anything you want to track on your site-a purchase, signing up for e-mail alerts, even visiting a certain page of your site. Make sure you’re thinking about what you want to track.

Creating a conversion rule is also very quick and easy. Just setup the goal and tell the system where to look for the conversion. It can be when someone visits a specific page of your website like a thank you page or you can even use Java script to trigger the conversion when someone presses a Pay Now button.

Once you have your conversion goals, retargeting lists and ads set up and approved, it’s time to create a campaign. First we’ll need to select which ads to run on the campaign. You must select at least one ad for the campaign but we recommend using at least five or six. Now we need to select which lists we want to target for this campaign. For now I’ll target anyone who visits my website.

If you want to run your ads in specific countries or specific large metro regions which we call designated marketing areas, select that here. We don’t recommend using geo-targeting for lists under 20,000 users because you just won’t reach many people. I’ll target all countries for now. Now I’ll give the campaign a name and a weekly budget. There is a $25-minimum weekly budget.

If you’re setting up your free trial campaign, the trial credit will be applied when the campaign launches. Select your conversion goal so we can track conversions in this campaign. I’ll choose my conversion goal of any purchase made here. Enter your billing information and launch your campaign. Now your ads will be up and running and your campaign is launched.

That’s a quick overview on how you can create your first campaign. If you head to www.perfectaudience.com/tutorials, there’s a lot of great videos that will cover how to setup each aspect of your campaign in more detail. I also host a weekly webinar going through all of these in a little bit more detail. Please also feel free to e-mail support at perfectaudience.com with any questions.

Retargeting is a great way to gain back lost visitors. Create an account at perfectaudience.com now and see how retargeting can work for your marketing campaigns. If you’re driving traffic to your site already, you’ll want to do everything you can to bring those users back if they don’t convert. That’s why perfect audience will be a great fit for you.