Ilana: The second real main step I like to do is really to plan, and, you know, planning before execution. So many people like, jump right in and just go, I want to create a campaign and blast it out there. I’m a big fan of planning out because, really, success with retargeting comes down to segmentation. And so to segment people properly, you have to identify how you’re going to be defining people, because success with ads is all about ad relevance, and you achieve ad relevance through segmentation.
And that requires a bit of a planning process. It doesn’t take that long, but it’s really a good idea to get clear on what you want to show people and what offer, who you want to show and what, essentially. So that’s sort of step two.
Step three is sort of where we roll up our sleeves a little bit and set up what I call the digital plumbing, right, which is on the Google side of things that’s connecting our Google Ad account to analytics, for example. So those two platforms talk nicely to each other. That’s connecting our Google Ad account to our YouTube accounts, so that therefore we will be able to do a YouTube retargeting campaign, but also so that we can capture the audience that we already have on YouTube, and perhaps retarget somewhere else on the Google ecosystem. So that’s what’s called engagement audiences.
On the Facebook side of things, it’s connecting our Facebook ad account to our Instagram account, so that we can then run a retargeting campaign on Instagram. And like what I mentioned, on the YouTube side of things, we can create engagement audiences; let’s say if you’ve got a really good Instagram account, you can create an engagement audience and people who’ve interacted with your Instagram page, to retarget them on their Facebook newsfeed, etc.
So it’s setting up all that kind of digital plumbing stuff. The beauty is that you only have to do it once. Once you’ve set it all up, it’s all done, and you never have to fiddle around with all that technical stuff. But I walk people through exactly step by step how to do that. It’s really not that hard when you know how.
Watch the full episode here
If you want help with your traffic, Ilana and her team are accessible at TeachTraffic.com
See our products here