98% of your current website traffic is going down the drain. Retargeting can help you get them back! With this consumer-driven marketplace, businesses everywhere are looking for ways to cost effectively reach new customers. With the right strategies, your website can become a new-customer engine!
Win with Retargeting:
Getting Started Right
Presented by Chrissanne Long
CEO, Maximize Digital Media
of your current website traffic
is going down
Stop letting them go!
Remarketing is a smart, cost-
effective solution that will lift
your marketing to new levels.
KEEPING UP WITH THE JONESES
• 95% of visitors leave without taking
• 40% of prospects lose interest in 7 days
• 90% of marketers say remarketing
works better than search, email and
• 84% of consumers use digital devices
for shopping-related activities
• 75% of consumers were influenced on
social media95% 40% 90% 84% 75%
Consumers Drive the Market
If you don’t understand people, you don’t understand business
– Simon Sinek
Source: Deloitte Consulting, LLP
HOW RETARGETING WORKS
Prospects visit your
Prospect is tagged with
a code called a
Prospects visit other
sites that display ads
Ads give prospects
more time to learn
about your offers
Visitors Arrive Codes Tag Visitors Leave You Remarket
If only 2% of website traffic is converting
(sales, leads) - retargeting gives you the
opportunity to capitalize on that traffic you’re
working so hard to get!
Retargeting is online display marketing that
has been successfully and profitably deployed
by businesses of all sizes in a broad range of
Recent trends show retargeting to be the
leading technique for bringing non-converting
visitors back to your site to complete a
specific measurable goal.
Face it – Traffic isn’t enough.
THE BACKBONE OF RETARGETING IS THE
INTERNET BROWSER “COOKIE.” WHEN
RETARGETING IS DEPLOYED ON YOUR SITE, EACH
OF YOUR VISITORS RECEIVES A UNIQUE COOKIE
THAT TRACKS THEIR BEHAVIOR ON YOUR SITE.
HOW RETARGETING WORKS
1. A user visits ffea.com/convention
2. User is added to a cookie pool for 2015
1. While browsing the web, user sees FFEA
Convention 2015 ad campaign on Facebook as
well as branded display ads on other top
2. Upon clicking any of the ads from the campaign,
the user is directed back to a simple form,
registration offer, or other measurable landing
Targeted ads appear
DON’T FORGET: IT’S ABOUT THEM
I am so tired of this
Why am I still seeing
this ad – I bought
I am not THAT
This product is
IT WORKS WHEN YOU PAY ATTENTION
TO THE TARGET:
BEFORE YOU BEGIN: INTERNAL QUESTIONS
Who is your target
and how are you
Create a persona for
How much traffic do
you currently have
and where is it
should we test –
Interests? Ad Image?
Ad Copy? Our Offer?
Which metrics are
based on the client
and the offer?
What should we be
Targeting Traffic Testing Tracking Tuning
QUESTIONS TO GET YOU STARTED
How many buyers and
prospect emails do you
have in your database?
How many monthly
visitors come to your
website on average?
What is the annual
value of a new
What is your core
offer? How frequently
does it change?
Your Database Your Traffic Your Customer Your Product
QUESTIONS TO GET YOU STARTED
How well-equipped is
your team to handle 10
new leads per month?
20? 30? 100?
What are you willing to
pay to acquire a new
If you were able to
recapture 20-30% of
how would it affect
your business’s bottom
What do you need to
get started? What is
holding you back?
Your team Your Budget Your Goals Your Readiness
Phase 1 Phase 3 Phase 5
Phase 2 Phase 4
PHASE 1: BUILDING THE “COOKIE POOL”
Tracking code begins tracking visitors
and deposting cookies on their
browsers. During this phase, the goal is
to build the cookie pool of potential
PHASE 2: BROAD RETARGETING
Accumulate at least a few thousand
visitors in the cookie pool. Then,
launch a broadly targeted retargeting
campaign designed to entice visitors
back to your site. The initial campaign
provides the baseline metrics needed
to identify specific segments for more
PHASE 3: SEGMENTED RETARGETING
With baseline metrics established,
create messaging designed to target
specific segments of the audience.
Common segments include visitors
who abandoned the shopping cart, or
visitors who spent time on a specific
landing page, but did not convert.
PHASE 4: OPTIMIZATION
There is no set it and forget it
advertsising strategy. Optimization is
an ongoing aspect of digital
advertising. Updating creatives,
acknowledging trends in traffic and
adjusting the strategy to take these
changes into consideration is a
requirement for successful retargeting.
PHASE 5: SCALING
Once results are stabilized,
performance trends become obvious,
based on the data collected. Adding
new campaigns for different offers, and
segments of your audience provide
additional ongoing opportunities.
Weekly Unique Visitors Recommended Weekly Ad Spend
1,000 – 5,000 $50 - $200
5,000 – 10,000 $200 - $375
10,000 – 25,000 $375 - $750
25,000 – 50,000 $750 - $1,500
50,000 – 100,000 $1,500 - $3,000
Advertising spend for retargeting is primarily determined by the
volume of site traffic. This is our recommended weekly budget
for a typical retargeting campaign.
READY TO START RETARGETING?
We recommend using FACEBOOK’S robust
advertising platform to begin retargeting.
Getting started is just a matter of
becoming familiar with some of the tools
and resources available for marketers.
Don’t wait until you have it all figured
out! Because no matter how good you get
You’ll always be testing!
Places to get help…
TOOLS AND RESOURCES
MAXIMIZE CAN HELP YOU GET STARTED!
At Maximize, we believe at the core of
every business transaction a relationship
exists. And it starts with creating
marketing strategies people will love!
Call 863-606-5994 to schedule a
consultation. Or send me an email:
Ready? Set? Let’s GO! #WinWithRetargeting