In this episode, Joe will be sharing the exact retargeting strategies that have been so successful for him and his team at Invisible PPC. Learning these strategies will not only help you convert your prospects into customers. But it will also be a big help in customer reactivation and retention.
Joe Troyer 0:37
So I'm gonna walk you guys through the steps really quick. And again, I'm going to breeze through this because it's very technical. It's like nerd level 10. For those of you guys that don't want to handle fulfillment, it's okay. You can just like hand this off to somebody in your office, or you can give it to us. All right. So first and foremost is you got to set up the tracking on your website. But but it's got to be done properly, we find that nine times out of 10 that we get a customer at invisible PPC, their website tracking isn't set up properly. So it's like how can we do all these other things, even if they're great campaigns, they're proven to work like across the board every single time, we can't prove it. So then 30 days, 60 days, 90 days down the line the clients complaining because they can't understand what we're doing for them the results that we're getting. So like, you got to start with that foundation of getting that tracking set up properly, or everything else that you're doing fundamentally just doesn't really matter. Next up, we got to create your ads. Next we build out in Step three, the Google retargeting, step four, we build out Facebook and Instagram. So you control Instagram retargeting right through Facebook. And then Step five is we add the Google branded search. Step six, build out LinkedIn retargeting. So then the tracking setup for us, this is how we run highest level of tracking setup. We've seen lots of different ways that people set up their tracking. And fundamentally, we think like this is the best way to set up your tracking. So fundamentally, it's by doing it through Tag Manager. First and foremost, we want to make sure that we set up Google Analytics, and that we're setting up goals for both phone calls. And for web forms. A lot of people we see when we onboard campaigns, like if they're lucky, they're tracking web forms, but almost none of them were tracking phone calls, we want to set up Google lead form tracking when we set up Google call tracking, or set up Facebook and Instagram lead tracking. And then finally set up Facebook and Instagram call tracking as well. And then the fun part starts across all of the platforms, right, we need to start Google and Facebook and LinkedIn and everywhere else, we need to start setting up our audiences. Okay, so these are the windows that we're going to target people by. And so day 29 through 60 is one window. So we're going to show different ad sets and different campaigns, different messaging during those different windows. And it's important that we set these up because we need to change up our messaging, or banner blindness occurs when people stop paying attention to our ads. So we got to make sure that we set up all of these audiences right away. So I'm setting up Google Tag Manager, this is really important. So one of the things that we found is that we're dealing with clients and websites and developers and giving them tracking code, we need to give them like one piece of tracking code, and just make sure this is always on the site and everything will fire fine. Otherwise, it's like, Hey, your developer overrode Google Analytics. And it's no longer on site anymore. Or up. Yeah, good. You know, Google AdWords conversion tracking is no longer working. You know, one out a week ago, we had a client, one of the whales that I was talking about, in at the beginning, spending over 40 grand a month with us just for us to manage their PPC campaigns. So you can think about what they were actually spending on PPC. And at that point literally happened in the middle of the campaign spending that amount of money. Yeah, so for the last week, we haven't had any conversions. That's a really fun conversation to have with your prospect. So So you got to make sure that you do it through Tag Manager. And the thing that for those of you guys that aren't familiar with Tag Manager, it's like a container that you get that all your tracking code goes in. And then you can keep editing and doing whatever you want with it. But the client only has to install one little snippet of tracking code. So developer doesn't one time and you're off to the races. So then you got to create your ads. We know that people are in different stages of the buying journey today like that Google's right like at some touch points for for the lady to buy a car. So we know that we have to have different types of messages depending on where the person is in the buyers journey. So strategically, we create offer ads, we then create branding ads, we then create review ads because we know that a lot of times in the in the sales process, people are getting ready to make a decision and all that they have to do is figure out yet the last step Who's that reputable company that's going to do what I want. So I want to be able to speak to the different types of people then long term with remarketing and retargeting as well is we're using it as Have a reactivation campaign as well. And a way to get people back into our customers office or back in the dental seat or get our customer to go out and do some type of seasonal campaigners is a mobile service.
So there's three big secrets or keys to effective retargeting. So first is being Omni relevant. So that just means like, showing up all the time. So just by doing retargeting, you're hitting the first key, but that's where everybody like stops and doesn't take it any further. Step number two is omni channel. So like I said, like 10% of people that we surveyed over 30,000 businesses, were using any type of retargeting. If we look at the ones that are using Facebook and Google, we're down to like 1% of people, or local businesses are even doing back. And then if we look at are they using Twitter? Are they using Instagram? Are they using the other platforms? And nobody is like this is freaking wide open. And why wouldn't you want to follow your prospects everyone? Like if they're spending their time on Twitter instead of Facebook, and you're crushing Facebook remarketing, it's bringing you leads at $1.02 compared to where you're getting on Pay Per Click traditional Pay Per Click for 20. Why wouldn't you want to be where your audiences why wouldn't you want to be everywhere? Well, we do. So that's why we go omni channel. And then number three is on the omni srotation. So we want to change our ads out frequency, frequently. And so this gives you guys kind of an idea of a visual of how we roll out those ads, so that you guys can understand. So we're throwing the different ads out at different times and then strategically, we're changing them up so that we never have banner blindness, okay, by getting rid of banner blindness, our click through rate stays really, really high, which means our cost per click goes down dramatically. Okay, so if a customer's spending 100 bucks or 200 bucks on remarketing and retargeting by us implementing these types of strategies, we're changing up the ads often, we're often able to see like their their their retargeting budget will drop to 10 or $20 a month. And it's not just about the savings in the cost. It's about the client, always seeing the ads and feeling like a brand new first impressions of them so that we're getting their attention and they're not just tuning this out. And then the last thing kind of with retargeting and remarketing that I think is really neat is you can really control your brand narrative in your perception, right through remarketing and retargeting. If you want somebody to think that you're carrying brand, right? Think about that when you're creating the ads, right? Have an ad that that talks about that. And so using, using the narrative and controlling the brand narrative approach, we've done some really really cool things. We can make anybody think whatever we want about a brand third retargeting ad cost, like a penny of you two cents a view. I mean, this is like crazy. Next Level type of stuff. Again, we talked about banner blindness. So to avoid that, again, we're going to drop the frequency that people see our ads, and then we're going to change up the ads really, really often. And this is how we avoid banner blindness. The big problem with that is like, we got to create one ad set, and I showed you guys we create four, but then we create variations of these so that we can keep changing it up. So banner creation starts to become a problem really quickly. The reason that we implement branded search campaigns is because retargeting ads are proven to lead to 1000 1,046% increase in branded search, right? So people see the ads, and they're not just going to immediately click on the ad, they'll think about you and then an hour later, right, they're going to search for your company name. And so we want to be able to attract those conversions. So if we're bidding on branding search, and we're taking them down to a landing page that we know is getting a really high conversion rate, we're able to make sure that we really track the results and we get the customer great return and we'll show them what we're doing.
And a lot of people fight us on this. A lot of marketers especially Why would you bid on on a company name, right? And the key is like the clicks don't cost that much. And we're able to take them to a landing page. That's exactly what they're looking for. That's going to convert three or four times higher than if they just land on the website homepage. So why wouldn't we want to do that? All this stuff, by the way is all set up. This is all onboarding all this stuff is done in the first seven days that we bring on a campaign, all of those previous 40 or whatever slides happening. So then each month moving forward, we're swapping out we offer ads with new ones was the offer of the month. Right? And what are we doing now? So the cool thing about Google is, is you can drop a pixel and you guys can show ads for almost a year I think it's 316 days in the future. So not only is it a way to convert current customers or current prospects and sorry into customers, but then long term we can use it for reactivation and retention, staying in front of them. Again, I just I just did a case study in the cost per view across all the platforms was two and a half cents for the, I mean, you can't get cheaper anywhere. So we're gonna, we're gonna set up the offer ads every month with new ones, we're going to add new testimonial or review ads, and then we're going to add new seasonal ads. And then keep in mind, like the annual cycles that people are going to have as well. So you know, if it's, if somebody said a lawn care business, right, like before winter, every time, right, like you got to go through the service so that all the waters out of wines and water doesn't freeze and the sprinklers but think about those annual cycles that that your customers have, right? If it's springtime, and spring is a big deal, right, then run every spring spring run some type of offer to the existing pixeled audience as well. So just to recap, these are the these are the six steps. And then if you want to get really, really fancy, you can do some more ninja stuff to build out converter customer campaign. So once you know which people actually call, right, which people actually filled out a form now you can retarget them with a whole new branding and a whole new set of offers and ads and everything like it's again. So to do this, we do exist in customer offers, we do cross sells and upsells. We do reminders to consume and then value added content as well from the actual business owner. And so these are the seven campaigns and again, we want to we want to stay on the present want to be on the channel number three, we want to make sure that we're rotating our ads frequently. And then we want to make sure that we're really thinking about what what we want to tell the story of in terms of the brand. What do we want people to think about what are the emotions that we want people to have?