Retargeting Success Blueprint
When it comes to creating a “Retargeting Campaign” there’s one thing you MUST have… someone to “remarket to”! So in simple terms…these kind of campaigns are where you are reaching people that have ALREADY engaged with your sales funnel in some sort of way!
So the way that this is done is by creating a “custom audience” for your Buyers & Subscribers lists as well as fans of your Facebook page! (keep reading as we talk about each custom audience in depth!)
BUT… the most underutilized aspect when it comes to retargeting campaigns is creating a custom audience for “Abandoned Carts” only!
By creating custom audiences and “attacking” people that have actually shown interest in your brand can easily scale your business from 6 to 7 figures! This is where 90% of eCom store owners are leaving an INSANE amount of money on the table!
Stop running campaigns and wishing it will convert like crazy…Take control of your businesses “destiny” and know EXACTLY who your targeted audience is!
Now let’s dive deep into the “meat and potatoes” as we are revealing our strategy for the 1ST
A) RETARGETING PEOPLE ON YOUR BUYERS LIST
So first things first…If you’re a “beginner” let me briefly explain to you guys what exactly a buyers list is….So this is when someone purchases from you… and you receive their information as well as obtain their email address!
Now the way you upload this list is by uploading a CSV file to Facebook™ and the way their algorithm works is that they look in their database to see if that email you provided matches and then if they do…BOOM you can easily run campaigns solely to those people! I know pretty amazing right….
First things first…you CANNOT run these campaigns without existing customers (just to clarify)…This strategy is used when it comes to OPTIMIZING and SCALING!
When targeting people that have previously purchased from you…it would be appropriate to consider this actual campaign to be in the “loyalty stage”!
- Campaign Stage– Targeting your buyer’s list and rewarding existing customers can come in several variations…Let’s start with your Campaign Ad Objective! If you’re looking for “repeat” customers then choose the “Conversion” Ad objective!
(remember every single campaign you run MUST have a goal!)
2. Ad Set Stage– The stage is the MOST important so listen up!
When you are the “audience section” this is exactly where you create a “Custom Audience”…that way you ONLY target people who’ve bought from you and exclude the rest of the world!
It gives you the option to create a “Custom Audience” or a “Lookalike Audience” and for this particular campaign you’re going to choose “Custom Audience”!
Lookalike Audiences (LAA) is when Facebook takes those people that you gave them through a CSV file and what they do is go and find DIFFERENT people who essentially “look like” the ones on your list based on interest, age, demographics ext!
3) Ad Creation Stage– This is where the term “think outside the box” comes into play!
So in particular…If we are targeting our “buyers list”…We know one thing…They are aware of our brand AND clearly enjoy our product/service! So this is where you can run a loyalty campaign and reward those people for buying from you.
Here are just a few examples of what I mean when I say “Rewarding Customers”
- Offer them free shipping!
- Offer them 15% off a future order!
- Offer them exclusive membership benefits!
- Offer them something of VALUE in exchange for a customer testimonial…That way you can run a customer testimonial ad and have a person vouching and standing behind your brand!
- Split test 2 different incentives…run it for at least 5 days…see which Ad is performing better and optimize from there! (If your list isn’t responding well to one of them…Kill it!)
(ALL THESE EXAMPLES HELP GROW CUSTOMER LIFETIME VALUE!)
- B) RETARGETING PEOPLE ON YOUR SUBSCRIBER EMAIL LIST/ FANS OF FB PAGE
These people on your subscriber list are NOT necessarily people that have bought from you BECAUSE if you have previously ran a campaign for “Lead Generations” or have used ClickFunnels to generate leads…in exchange for something of value…they only “opted-in” and didn’t actually purchase from you! As far as targeting fans of your FB™ page… it’s not a guarantee that these people have ACTUALLY bought from you! There are a TON of people who only “like” pages just to show their friends/family that they have engaged with whomever!
- Campaign Stage: Once again, I want to stress the importance of having a GOAL before running any advertising campaign! In this case, we are targeting people on our “Subscriber List”, meaning we still have to win over the loyalty of those people! Ad objectives can vary depending on what your GOAL actually is!
2) Ad Set Stage-
Very similar to what we talked about previously above…Once you create a “Custom Audience” instead of targeting only your “Buyers List” and excluding the rest of the world…We are targeting our ENTIRE subscriber’s list and excluding the rest of the world!
3) Ad Creation Stage-
Once again…This is where you get creative! You haven’t exactly “dazzled” these people yet because let’s be honest these people haven’t purchased from you…at least not yet! Now…give them that extra push and close the deal! Offer them deals that they CANNOT pass up! You can essentially break even and make no profit but that’s OK! You’ll make up for it on the “back-end” when you remarket to those people…
Look…the whole point of this campaign is to get people FROM your “Subscriber List” TO your “Buyers List”!
- C) TARGETING PEOPLE WHO’VE ABANDONED THEIR CART
So this is slightly different than targeting both your buyers list and subscriber lists!
So if you’re wondering…What in the world is he talking about with Abandoning Carts…? It simple means that someone didn’t complete the checkout process for any reason…This can be for can be for several reasons like the prospect didn’t like the shipping charge or maybe they just didn’t have enough time and got side tracked! Whatever the reason may be…you want to CLOSE THE DEAL! Stop leaving these peoples money “on the table”!
- Campaign Stage-
So once again…we are uploading and creating a “Custom Audience” for people who have not completed the checkout process…So this is EXACTLY where you keep YOUR brand fresh in someone’s mind! Don’t let them forget about the product/service they were so close to purchasing! One more time for the people in the back…Every campaign MUST have a GOAL!
2) Ad Set Stage-
Very similar to the other campaigns explained previously…This is where you create a “Custom Audience” for people who have abandoned their cart only! Leave out EVERYONE else in the world and CLOSE THAT DEAL! The goal of this campaign is to get people FROM the “Abandoned Cart List” TO your “Buyers List”!
3) Ad Creation Stage-
Okay so lastly, this is where we get creative and turn that prospect into a customer! Give them a little extra so that the prospect can remember 100% and go recover their cart! This is where you want to go above & beyond to please the customer and make it IMPOSSIBLE for the prospect to decline the offer! The whole point of this campaign is to capitalize when people are expressing interest in your brand! Once again stop leaving money unclaimed! Take what’s on the table!