James: James Schramko here. I’m with Ilana Wechsler from TeachTraffic.com. Hey, Ilana.
Ilana: Hey, James.
James: You are somewhat of an expert with Google Ads, Facebook, and YouTube traffic and teaching people how to do it. One question I get a fair bit is remarketing. And in particular with remarketing, should you remarket to existing customers? Because I think a lot of people would automatically switch off existing customers. It’s like, hey, we’ve got this customer now and they’re going after prospects. Is there a reason why we would retarget customers and what would we retarget them with, if we were?
Ilana: Yeah, so it’s funny like I’ve been trained as a good ad manager and classic good ad management is don’t show ads to your existing customers, to always exclude those people especially, obviously from a retargeting point of view. So you’re not trying to sell the people who’ve already bought your product. The thing is like this world has changed a little bit.
So specifically on the Facebook side of things, a bit of a ninja tactic is what we might do is we might intentionally show ads to existing customers. Because if your product is good and your customers love your product, they’re going to be really generous. And they’re going to say, I bought these shoes, they were so comfortable, love them, blah, blah, blah, and sprinkle your ad with lots of really nice social proof and comments. And so you run those ads to your existing customers for a really short amount of time, like two, three days, turn that off, and then suddenly, your ad has been transformed into a wonderful ad with great social proof that you can use out cold to your cold audiences. So, that’s one application. You wouldn’t do that on Google because people can’t comment, right?
James: Yeah, I know exactly what you mean. I keep seeing ads on Instagram for a surfboard manufacturer. Two actually, maybe even three, who I’ve purchased surfboards from before, but every time I see the ad, I love their product, I always give it a big love. I sometimes write a comment, these boards are awesome, like exactly what you’re talking about. They could show me those ads all day long, I’d never get sick of them because it just reminds me of what a great board I purchased from them. And I don’t feel… and I’ll probably buy another one. Truth be told.
Ilana: Let’s be honest. But the thing is, you know like, you want to shout it from the rooftops because you love it so much. And that’s what you want other people to share in the love that you get from it, you know? But on the other side of things, retargeting to existing customers is a great way to obviously cross-promote other products. So you know, you bought that surfboard, maybe you need the fins with it.
James: Oh, I need everything, Ilana. Everything. I need one of each type in the range, they’re all planned out. Yeah, with the colors really, that’s the part that I think a lot about now. It’s like, what color? I start imagining it. If they just keep advertising, I will keep buying, it’s a simple recipe because it keeps getting in my face. And that will get me at that exact right time where all the stars have aligned, you know? I want to celebrate something that happened. I feel like it’s great and I’ll just go ahead and do it.
Ilana: Yeah. So you know, I think the mistake that business owners make is that as soon as someone’s a customer or let’s say, a subscriber to their database, they never show them an ad again. And we all know email open rates are not 100%. So it’s a really good idea to combine ads with your email marketing, like a surround sound audio experience, because as I said, email open rates are not 100%. So it’s just another touchpoint.
James: And does it cost less to advertise to these people?
Ilana: Absolutely, yeah. We all know retargeting is, you know, you can easily do a retargeting campaign on $5, $10 a day. So it’s low, low hanging fruit. And just be mindful to watch the frequency of your campaign so you don’t want to show people the same ad over and over again. Maybe in a separate video, James, we’ll kind of go through ways to improve your retargeting campaigns and we can talk about some of that. But yeah, it’s definitely much cheaper than going out to cold audiences.
James: Let’s do it. And if you want to get a huge return on investment in all your ad spend, then make sure you join TeachTraffic.com because Ilana will give you lots of tune-up tips with her education, make sure that you’re significantly improving whatever your advertising now whether it’s Google, Facebook or YouTube, you’re going to get a great ROI. I’ll catch up with you in the next video, Ilana.
Ilana: Cool, thanks, James.
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