I'll discuss some advanced retargeting tips/tactics including segmenting, sequencing, building audiences, creating compelling banners, and utilizing Facebook Exchange. I'll also talk about Facebook Custom Audiences.
4. Sequencing is your friend Influencers – use your Converters – closeBrand Introducers – subtle value props the decision process, offer,brand impression price, urgency, promo @justinvanning
5. Facebook Exchange – a game changer? @justinvanning
What is Facebook Exchange? Facebook now allows advertisers to show FB ads to users who they’ve captured in their site’s retargeting audience. Must run through FBX partners: AdRoll, ApNexus, DataXu, MediaMath, Tellapart, TheTradeDesk, Triggit, Turn, Kenshoo, Nanigans, Optimal, RocketFuel, Xaxis, X+1 @justinvanning
How does it perform? What we’ve seen at SEOmoz…Lower CTR’s than site-retargetingHigher click-through conversion rates – more than double the rate of site-retargetingLower CPA’s – 5 times lower than site-retargeting Those results are pretty good, right?
Ok, I’m sold, now what? Combine your Facebook Advertising best practices With your retargeting best practices Here’s some quick tips @justinvanning
Facebook is an ADD nightmare Grab my attention @justinvanning
Remember your segmenting If I made it to your cart page, I’m probably ready to be sold to. Make the ad relevant. Bring me back to the cart page @justinvanning
Keep testing – image, ad copy, landing page @justinvanning
6. Bonus Tip: Facebook Custom Audiences Facebook now lets you upload an email list, phone list, or FB user ID list to create your own custom audience Your customer list Facebook targeting
A marketer’s dream!Ok, I’m excited…but how do I set it up and what should I use it for? @justinvanning
FB Custom Audience setup You can only set it up through FB power editor Choose the custom audience tab and select “create audience” Upload your email, phone or FB ID file For more specifics, check out this blog post: http://mz.cm/SDc3fl @justinvanning
Drive FB LikesYou have a list of current/past customers, serve them ads to like yourbrand page.
Drive sales Serve targeted ads to current/past customers or prospective customers to get them to buy again, or buy for the first time.
That’s all I got To summarize… The retargeting channel is maturing, you gotta keep testing and innovating in order to keep up with your competitors Try out the new offerings from FB: Facebook Exchange and Custom Audiences Thanks for listening! If you have questions, feel free to email me: email@example.com @justinvanning