So let’s start with retargeting. It’s low hanging fruit for you guys but yet so many people just do it on one platform. So I subjected myself to a form of torture. Does everyone know the brand The Iconic? I added something to my shopping cart and I abandoned it. Oh my god! These guys were relentless to trigger remarketing.
I actually didn’t put all of them in because it was too much. But so most businesses will run a Facebook ad, send you to some page, that person leaves and then they retarget on Facebook. Maybe they go the extra mile and retarget on Instagram. They didn’t actually retarget to me on Instagram which was interesting. So that’s most businesses and I get so many businesses come to me who just do this. They only retarget on Facebook.
The problem with this is that means you, as an advertiser, can only advertise to them when they’re on social media. What if somebody decides to take a Facebook detox? I know I’ve done it, heaps of times. I need to focus, sorry social media, I’m off. Right? If your customers do that, you’ve lost any ability to communicate with them from an ad point of view.
You need to incorporate Google retargeting for what I believe is a surround-sound experience. You can incorporate Google search, so somebody clicks on your Facebook ad and then they Google search you so they’re on your retargeting list. And then you can do retargeting for search, the Google Display Network, Gmail, and YouTube. All these additional real estate points just with retargeting.
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