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One of the most common reasons why people come to me for help is because they want to make their COLD ads work.
And it’s funny because when I ask them how their retargeting is doing, they either don’t have any retargeting running...
And it’s funny because when I ask them how their retargeting is doing, they either don’t have any retargeting running...
or they simply run the same ad from their COLD campaigns to people who added to cart in the last 30 days!
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If you want to solidify your retargeting campaigns, then lend me 5 minutes of your time. I guarantee you, you will get something out of this post.
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If you want to solidify your retargeting campaigns, then lend me 5 minutes of your time. I guarantee you, you will get something out of this post.
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If you’ve been running ads for a long time now, you’d know that if there’s one thing that’s more important than your cold campaigns, it’s your retargeting/remarketing campaign/s.
Because if you’ve seen people on the internet bragging about a screenshot from their FB ads campaigns reaching 5 ROAS, 10 ROAS, or even 15 ROAS, then you can be 95% sure it’s not from their cold ads but their retargeting ads.
Here are 2 reasons why retargeting is so important
Here are 2 reasons why retargeting is so important
Maximizing your ad spend Let’s face it. Not everyone who sees your ads is going to buy from you. And that’s especially true for your cold ads.
That’s why it’s important to have a great remarketing strategy.
Because the further you go down the funnel -- from your ad, to product page, to add to cart, to check out, and to purchase, the fewer people there will be.
Because the further you go down the funnel -- from your ad, to product page, to add to cart, to check out, and to purchase, the fewer people there will be.
Retargeting makes sure you get the most out of your audience to convert and finally take that last step… which is to purchase.
Remember that most of the people who added to cart and initiated checkout (but did not continue to purchase) are already high-intent audiences...
Remember that most of the people who added to cart and initiated checkout (but did not continue to purchase) are already high-intent audiences...
...they just need a little nudge to finally buy from you.
Let me give you an example!
Let me give you an example!
Say you have a cold offer that converts at 30%. If you had 1,000 people see your ad, that would mean that 300 of them would surely buy.
Let’s assume that…
800 of the 1,000 people viewed the product page.
600 added to cart.
500 initiated checkout.
Let’s assume that…
800 of the 1,000 people viewed the product page.
600 added to cart.
500 initiated checkout.
Without retargeting, the other 500 people (potential customers) who viewed the product page would not be able to buy from you and you’d lose them to your competitors.
It’s like saying no to money...
It’s like saying no to money...
Retargeting ads are meant to get some of those 500 people (who slipped away from your funnel) to jump over the fence and buy from you at a much lower ad spend!
How? With a good nurturing sequence!
How? With a good nurturing sequence!
Nurturing the Market/Staying Top of Mind Retargeting isn’t just about getting your warm audience to finally purchase from you. It’s also about solidifying your brand.
Because remember, marketing makes people know you, but branding makes people REMEMBER you and the message that is associated with your brand.
However, that doesn’t mean you bombard them with the same ads every day.
However, that doesn’t mean you bombard them with the same ads every day.
You don’t want to be the aggressive uncle during Thanksgiving dinners who’s always in your face asking you what it is you do when you say, “online advertising”.
You want to be that good friend that first pops into your audience’s mind whenever they need help.
You want to be that good friend that first pops into your audience’s mind whenever they need help.
Think about it:
If you were selling anti-dandruff shampoo and you are always the brand that people see in their news feed (that promises to give them the solution they have been searching for)...
Don’t you think you’d be the first one they’ll run to for help?
If you were selling anti-dandruff shampoo and you are always the brand that people see in their news feed (that promises to give them the solution they have been searching for)...
Don’t you think you’d be the first one they’ll run to for help?
Of course, you’d be!
And that’s all because you were staying top of mind.
You see, a way to measure an advertiser’s greatness is not based on how many customers they bring in with their prospecting ads, but with how many people they can persuade to keep coming back for more.
And that’s all because you were staying top of mind.
You see, a way to measure an advertiser’s greatness is not based on how many customers they bring in with their prospecting ads, but with how many people they can persuade to keep coming back for more.
Listen:
The goal of advertising isn’t just to get your market to buy from you, its goal is to take your prospects through the whole customer journey - from the awareness stage to the advocate stage.
The goal of advertising isn’t just to get your market to buy from you, its goal is to take your prospects through the whole customer journey - from the awareness stage to the advocate stage.
I can’t forget what my colleague told me last year, “It takes a good copywriter to get people to buy at first contact, but it takes a good marketer to make customers keep coming back.”
I think you should keep that in mind too.
I think you should keep that in mind too.
Let’s face it…
Retargeting should not be taken lightly. Only when you use the right language and the proper delivery will it be effective.
Retargeting should not be taken lightly. Only when you use the right language and the proper delivery will it be effective.
Think of it this way...
Retargeting is like being a therapist. It’s your job to lead your clients to make the right choice -- buy from you. But if you make ONE mistake, you can crumble your clients’ psyche instead of “fixing” them.
You’ll end up pushing them away instead.
Retargeting is like being a therapist. It’s your job to lead your clients to make the right choice -- buy from you. But if you make ONE mistake, you can crumble your clients’ psyche instead of “fixing” them.
You’ll end up pushing them away instead.
This is the reason why sequences are really important. It helps you deliver your message in a more organized way because…
Marketing is simply a relationship between you (your business) and your customers.
Marketing is simply a relationship between you (your business) and your customers.
And when it comes to relationships, we all know that having a sequence matters.
I mean you can’t just ask someone to marry you on your first date, amirite?
I mean you can’t just ask someone to marry you on your first date, amirite?
This is also why our team gives a lot of time on retargeting sequences.
Because frankly? Retargeting is done not just for the heck of it.
Because frankly? Retargeting is done not just for the heck of it.
It’s carefully planned, prepared, and executed to make sure that it doesn’t only get our clients more profit in the short term, but also helps them grow their brand (and profit even more in the long-term).
So what about you? How are your retargeting campaigns doing? What strategies are you implementing? Let me know below!
- Mark
- Mark
