James: James Schramko here with Ilana Wechsler from TeachTraffic.com. And today we’re talking about retargeting or remarketing – which one do you prefer to call it, Ilana? What’s the technical term?
Ilana: Look, I find them both really interchangeable. I find that in the US, it’s very much all about retargeting. Australian crowd, remarketing. So, I don’t know. I switch between them interchangeably.
James: Perfect! Yeah, we’re going to talk about that and five ways to do it better. And of course, you’ve been teaching people inside TeachTraffic.com all these advanced things and even basic stuff. If you’re just starting out, it’s still going to get you a tremendous result. But I’d love to see what you’re teaching them when it comes to retargeting / remarketing, and how it can improve.
Ilana: Yeah, I’m a big fan of remarketing or retargeting. Big, big fan. And, you know, like it’s just such a low hanging fruit for people where I think it’s such a no brainer. So I’m going to go through five ways that you can improve it because chances are you probably can be improving it.
So the first way is to really try and understand the buyer’s journey, where somebody is in the buyer’s journey because if you’re going straight for the sale with retargeting, you know, if you’re selling a high-end product, maybe they’re just not ready, you know? Maybe you need to introduce them to some more of your content, or some more checklists or guides or whatever it is that you can educate them to that you’re the authority in the market or whatever it is that you’re selling. So really understand that journey for people. And often it’s about, you know, sometimes getting on the phone actually talking to people and saying how they discovered you so you can replicate that journey with your retargeting ads. So that’s the first way.
The second way I guess kind of relates to the first way and that’s through really segmenting your audiences, you know? And I guess it’s just ensuring ad relevance through that segmentation. So it’s once again understanding the buyer’s journey and segmenting your people or your audiences into like, where are they at and what appropriate ad can I show them based on their segments? So for example, my business, now I predominantly teach people how to do ad management. But historically, I used to do a lot of client work with my agency. So personally, that agency-client doesn’t want to learn or maybe some of them do, but most of them don’t.
James: Almost all don’t.
Ilana: That’s right. You just do it, Ilana. I don’t want to ever log into my ad manager account, you know? So I don’t even bother showing that person an ad about our latest training course or webinar we’re running, you know? So they’re two different people. So you have to segment like you do with your email marketing, you do with your retargeting audiences.
James: Very wise. Right message at the right time to the right person.
Ilana: That’s exactly right. The third way to improve your retargeting campaign is to monitor the frequency. I can’t stand it when I’m on someone’s retargeting list, and they’re showing me that same ad over and over again. So, on the Facebook side of things, have a look at the frequency metric in your ad account. Personally, I don’t like to go above the frequency number of three. I’m not saying not to advertise to them again, just show them something different. Keep the ads fresh, and the same at the Google side of things and obviously you can frequency cap so you don’t show people the same ad over and over again.
And the fourth way is to change your offer. Like if your retargeting campaigns are not working, I would say to definitely change your offer. Because chances are if your retargeting campaign is not working, I think there’s a problem with your offer.
James: And it’s like it doesn’t take an eternity to figure that out. You should start seeing a response fairly quickly. If you’re working with people who are already known to you, there are a lot less variables than cold audience, right?
Ilana: That’s exactly right. So often it’s a matter of switching up different offers and seeing what resonates with your crowd the best.
And the fifth way to improve your retargeting campaigns is to really try a lot of different creatives. On the Facebook side of things, I would try video ads and obviously image ads, as well, maybe carousel, just keep it fresh. Keep it lots of different mediums for people. And the same on the Google side of things. So yeah, they’re my five quick tips on how to improve retargeting.
James: Great tips. I remember when I was doing the display ads, they wanted a whole bunch of different banner types to run with, to start with, to rotate around and quickly find which ones work. And often they’re not the ones you would have expected either. You just got to put them out there and be surprised.
Ilana: That’s right. And actually now, in the Google side of things, you can do what’s called responsive display ads and it will automatically switch them all up for you in all the different banner sizes. So, it’s actually never been easier to do this kind of stuff.
Ilana: Leverage is good, AI and it makes it all you know switchable and stuff.
James: Exciting where this is going. So more tips like this inside TeachTraffic.com. Thanks so much for sharing this. I’m going to go and have a look at my own remarketing slash retargeting campaigns. Thank you.
Ilana: Thanks, James. See you!
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