This presentation builds a strong foundation for using retargeting as a way to improve your sales funnel. We'll cover how to best incorporate retargeting and cover advanced techniques to put you miles ahead of your competition.

1. WITH
Retargeting: improve your sales funnel
from top to bottom

2. Searchscientists.com/
retargeting-presentation

3. I’d like to begin with a story…

4. There once was a website with very
big dreams

5. Wanted conversions bursting at the
seams

6. They started adwords, facebook,
and seo

7. But they found their conversion
rate to be low

8. So they went to dcxaustin to find
ways to boost sales

9. And found help with these
retargeting tales
You were just retargeted from slide 1.

10. About me
Michael Erickson Facchin

11. Just officially moved to austin this
month (yeehaw)

12. About
Started in 2013
OUR FOCUS IS ON PAID TRAFFIC
• ADWORDS
• FACEBOOK ADS
• BING
• AMAZON ADS
• RETARGETING

13. March 2016: we manage 1.3 million a month
in PPC spend
0
200000
400000
600000
800000
1000000
1200000
2013 2014 2015 2016
Managed Monthly Spend
Managed Monthly
Spend

14. I know ads follow me around…
...but what is retargeting?

15. Cool site, bro

16. Even a successful site

17. Every website has bounces...even
successful ones

18. Never heard of
retargeting?
100 People Visit Your Site
1 Person Converts
RetargeIng is a way to get
a 2nd chance at the other 99

19. Retargeting for every stage of your
sales funnel

20. Why?
Because the 99 people are
going to be more likely to
convert
Than anyone else who
hasn’t visited

21. INCREASE CONVERSION RATES 130%

22. 3x return on ad spend

23. ONLY 20% OF WEBSITES ARE USING
RETARGETING
CompeIIon is busy
watching game of thrones

24. Focusing on 2 things

25. 1. RETARGETING IN YOUR SALES FUNNEL

26. 2. ADVANCED RETARGETING

27. Part 1: retargeting in your
sales funnel

28. For a long time…
Email was your only chance

29. For anyone new, here’s how it
works

30. Create retargeting audiences

31. Serve them that ideal ad

32. Most people serve the same
retargeting ad to all their visitors

33. For example
Visitor A (Ready to Buy)
Added to cart
Abandoned cart
Visitor B (Needs More Info)
Looked at blog post
But not product pages

34. Don’t serve both people an
informational ad

35. Much better
Person A (Ready to Buy)
“Ready to check out? (don’t
snooze on this deal)”
Person B (Needs More Info)
Free Guide on 5 Ways to Fix
Snoring

36. I can’t just blanket spray the
internet with the same message?

37. What sales funnel?

38. Start Basic, get more Advanced
later
Cold Traffic
Lead
Prospect /
ConsideraHon
Buying
Stage

39. Start from the bottom and work
your way up

40. Buying-Stage: They Qualified
themselves (BOFU)
What things do customers do on your site
when they are ge]ng ready to purchase?

41. Make it a no-brainer that right now
is the time to buy

42. Ad & Landing Page
How can I make it a no-brainer to buy?
Free Trial – Demo - Free Bonus - Coupon

43. Who’s mid funnel?
A lead who opted in for info
Most people think:
Got Free Ebook-> Therefore Now Ready to
Buy

44. Perfect on-site top of funnel offer

45. “have email but is not customer”

46. Perfect mid-funnel retargeting
loop

47. Turn anonymous visitor into lead
Ad & Landing Page
Ebook, Course, Free Sample of something
Paid, Checklist, Videos
(Something they’ll love)

48. Very light offer & ad
Viewed a blog post? Watched
a Video? Here’s more of that for free.

49. Retargeting and your Sales Funnel
Right offer
Right Ime
Right visitor

50. 2. Advanced retargeting for
bosses

51. “time for a refill”
Sell a consumable? Visitors run out in 30 days…
So you want to serve an ad
AFTER 30 Days
BUT not forever

52. A 45 day list + a 30 day list
“Serve ad to users on 45 day list who are not on 30 day list”

53. how convenient – I just ran out!

54. Time-based-Offer-Swap
Retargeting
2 ObjecIons over the next 2 weeks:
Does it work?
It’s too expensive!

55. Same concept as ‘need a refill’
Audience 1
Viewed cart page 7 days
Serve ‘tesImonial’ ad
Audience 2
Viewed cart page 14 days
AND NOT the 7 Day View
Cart
Serve Coupon

56. Email Based Retargeting

57. Cookies in your email

58. Served to only people opening your
email (and didn’t convert)

59. Partner Retargeting
MeetEdgar Social Media Examiner

60. You can share your cookies

61. RLSA on Google Search

62. RLSA
Only Serve Search Ads
To People Who Have Visited Your Site
Before

63. Scared of search keywords? Too
expensive?
Just do RLSA

64. RLSA: offers you wouldn’t serve to
cold traffic

65. RLSA: keywords you wouldn’t serve
to cold traffic

66. Can RLSA a PLA

67. Link retargeting

68. Fun uses for link retargeting
Sharing to your followers or offsite linking on a blog.
Maybe you’re a comparison site and send people to
amazon.
Blog comments
Forums (not the DC)
Author link in guest posts

69. So far, it’s been all about
cookies….

70. But there is also non-cookie
retargeting

71. 3. With great power….
..comes the power to annoy
people

72. If you do it right,
you’ll be rewarded

73. Keep in touch
searchscientists.com/
retargeting-presentation