Growth hacking through Retargeting
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The webinar on growth hacking through retargeting, held on May 8, 2019, focuses on strategies to utilize retargeting ads to drive growth for restaurants. Key topics include the benefits of retargeting, implementation on various platforms like Facebook and Google, and methods to enhance customer engagement and conversion rates. The presentation highlights the importance of effectively reaching previous visitors and customers to boost sales and brand awareness.
Growth hacking through Retargeting
- 1. Growth Hacking through Retargeting Webinar 8th May 2019, 10 AM CST Hashtag #Marketing
- 2. Founded in 2015 • Data Driven Approach • Comprehensive Customer View • Accountable Customer Engagement Model About Us
- 3. 1) What is Retargeting? 2) How can you use retargeting ads for your Restaurant’s Growth? 3) Setting up Retargeting Ads on different Platforms? Agenda
- 4. Awareness Engagement Acquisition Loyalty Advocacy Discover & Reach TG Connect & Converse Enable purchase decision Personalize & delight customers Enable customers to get you business A2A Customer Engagement Model
- 5. Retargeting helps you to show ads to people who have visited your website, specific webpage,your app, social media pages or searched online for businesses like yours. “ “
- 6. Let’s say you just saw a product on Amazon but didn't buy it. When you go to another website that is a part of google display network, Amazon can use remarketing to show you an ad featuring that same product, nudging you to make the purchase. Retargeting
- 7. It costs Five Times as much to attract a new customer than to retain an existing one. Website visitors who are retargeted with display ads are more likely to convert by 70%. The click-through rate (CTR) of a retargeted ad is 10 times higher than the CTR of a typical display ad. 68% of marketing agencies and 49% of brands have a dedicated budget for retargeting. Why Retargeting?
- 8. The most popular retargeting strategies include: Website ● Send your ads to people who have visited your website. ● Prospects who have abandoned an order at checkout. Turn Casual Visitors into Restaurant Customers
- 9. Social Media ● Track users who click on your social media links. ● Show Ads to all social media users who engage with your posts. Popular Retargeting Strategies Email ● Email users who have visited your website. ● Send targeted ads to online users after they’ve read an email from you.
- 10. Search Retargeting ● Identify potential diners based on their previous web searches. Popular Retargeting Strategies Mobile Retargeting ● Send reminders to previous visitors to revisit your app or specific app feature. ● Target smartphone users searching for keywords related to your brand.
- 11. How can you use retargeting ads for your Restaurant’s Growth?
- 12. 161% Conversion Rate Rise From Google Remarketing Campaigns Do you Need a Remarketing Campaign? Facebook and Google Display Network Offer the Best Reach Retargeting ads lead to a 1046% increase in branded search. If you leverage retargeting along with other channels, you can sell 50% more stuff.
- 13. Reinforce your branding efforts by repeatedly displaying your ads to casual visitors. Keep your Brand on Top of Mind of Customers
- 14. By driving visitors back to your website, time and time again, retargeting gives you more opportunity to engage with people. Bolster Engagement
- 15. Display your Restaurants Ads to Prospects ● who have shown an interest in your brand, or similar brands. ● who have visited your site but did not covert. ● who have searched for restaurants in your neighborhood. ● who have searched for popular keywords related to your brand. Increase Sales
- 16. Smarter Ad Spends Take the guesswork out of online advertising. Don’t Waste Money Marketing Steak to Vegans
- 17. Setting Up Retargeting Ads on Facebook
- 18. ● Website traffic through use of pixel ● Customer List -uploading lists via mailchimp or manually ● App Activity through the use of pixel ● Offline Activity - manually uploading customer lists Who can you retarget on Facebook?
- 19. Use Facebook Sources ● Video - prospects who have engaged with your videos ● Lead Form- Prospects who have filled up your lead form ● Instant experiences ● Instagram Business profiles - prospects who have engaged on your instagram posts ● Events- prospects who have engaged with your videos ● Facebook page- Who can you retarget on Facebook?
- 20. ● Facebook Mobile and Desktop Sites ● Instagram Where do your Ads Appear?
- 21. Steps Involved 1. Set up Facebook Business Manager 2. Create pixel and Install pixel 3. Create custom audience based on website traffic or app activity. 4. Set up your Ad 1. Set up Facebook Business Manager 2. Upload customer File manually or through Mailchimp. 3. Create custom audience based on Customer Files 4. Set up your Ad 1. Set up Facebook Business Manager 2. Create custom audience based on data from Facebook sources. 3. Set up your Ad Retarget Website Visitors or Prospects using your App Retargeting Previous Customers through Customer Files Retargeting Prospects who have interacted with your Instagram or Facebook Page.
- 22. Step 1- Setting- Up Facebook Business Manager
- 23. Adding Business pages and Ad Accounts Once you have created and confirmed your page, you will be led to the business setting page on Business Manager. 1. Click on set-up guide on business settings page (bottom Left- hand navigation column) 2. Add/ Request Access or Create Business pages 3. Add/Request Access or Create respective Ad Accounts You can only add pages for which you have admin's access. If you manage a page for a client, you need to request access. But Facebook will only allow you to request access to a client's page if you have added at least one Business page to your Facebook Business manager.
- 24. Configuring your Business Pages and Ad Accounts 1. Click on set- up guide on business settings page Step 2. Step.3
- 25. Go to Menu > Events Manager> Pixels You will be prompted to create a pixel- Add a name and hit create Step- 2 Create your Facebook Pixel
- 26. ● Facebook currently integrates with BigCommerce, Google Tag Manager, Magento, Segment, Shopify, Wix, and WooCommerce. If you’re using any of these, simply select the relevant platform and follow the instructions to integrate. ● You can copy paste the code manually on each page of your website. ● Email the instructions to you developer. Install your Facebook Pixel
- 27. Facebook Pixel
- 28. The business manager provides you with options to set up pixel tracking for events depending on the nature of your business. Such as ● Cart abandonment, ● search queries, ● add to wishlist You can select your Business type in the drop down menu and follow the step-by-step instructions to set up event tracking.
- 29. Setting -up Event Tracking
- 30. ● Website traffic ● Customer List ● App Activity ● Offline Activity You need to create an audience to whom your retargeting ads will be shown. These are called custom audiences on Facebook and can be created from the following sources. Step 3-Creating an audience for Retargeting Use Facebook Sources ● Video ● Lead Form ● Instant experiences ● Instagram Business profiles ● Events ● Facebook page
- 31. Creating a Custom Audience 1. Go to Menu > All tools >Audience. 1. Then select Create Audience > Custom Audience….
- 32. Creating a Custom audience based on Website Traffic Under Website Visitors, you can target ● All website visitors ● People who visit specific pages of your website. ● Visitors by time spent From any events that you may have set up. In this example, we have set up two events ● Page views ● Purchases
- 33. Retargeting Website Traffic Depending on your campaign goals, select the audience you are looking to target. 1. Keep your brand on top of the mind of customers by creating an custom audience that includes all prospects who visit your website within a specific time. 1. Narrow down to "people who have visited specific pages on your site".
- 34. Let’s suppose you want to target customers you viewed your menu or online ordering page but did not place an order. To set this up - include the keywords #menu #onlineordering and exclude people who visited your order confirmation or Thank you Page.
- 35. Refine by Frequency and Device If you are targeting audience who visited specific pages on your website, the business manager allows you to further refine the audience by frequency and device.
- 36. Retargeting visitors by the Amount of Time Spent The third option of targeting visitors by the amount of time spent would make more sense if you own an online publication or have a blog where you write about your products.
- 37. Custom Audience From App Visitors You can target Visitors to your Mobile app. By installing the Facebook Pixel on your App. Once done, creating audience for app visitors is the much similar to creating one for Website Traffic. Custom audience from Customer Files You can import customer files via mailchimp or upload manually and use them for retargeting.
- 38. Creating a Custom Audience from Facebook Sources a. Prospects who have engaged with your videos B. Prospects who have engaged with your events
- 39. Select a Time period Time: If you’re retargeting people who viewed your content or blog posts, the default 30 days might be good. However, 10 -15 days is more suitable for cart abandonment ads.
- 40. Time to Set-up Your Ad!!! Once you defined and saved your audience you will be lead back to the list of saved custom audiences. It may take Facebook a few minutes to several hours gather the relevant data. In the interim period you will see a red light and a warning "audience too small" beside your newly created audience set in the availability column. Ready to go!!!
- 41. Step 4- Set-up your Ad Click on create ads and follow each step. The basic steps involved are: ● Determine Your Objective ● Select your Audience- You should select the custom audience you set in the preceding step. Advanced targeting is not recommended in this case as it may interfere with the custom audience that you have set up. ● Set Placements ● Set Your Budget ● Create Your Ad
- 42. Setting-up Retargeting Ads on Google
- 43. Google Ads Remarketing Options ● Standard remarketing – Show ads to past visitors as they browse websites and apps on the Display Network. ● Dynamic remarketing – Show past visitors ads for any particular products or services they viewed on your site. ● Remarketing for mobile apps – Show ads to mobile app user or mobile website visitors when they use other mobile apps or other mobile websites.
- 44. Who Can you Retarget and Where? ● Search ads – Target past visitors when they search on Google and Google’s Search partner sites for related keywords. ● Video Remarketing – Serve ads on YouTube or through Display Network videos and websites to people,who have interacted with your YouTube channel or other videos. ● Email list remarketing – Upload Customer Lists to Google Ads to serve ads to people on the list if they are signed in to Google Search, Gmail, or YouTube.
- 45. Setting up Your Retargeting Campaign with Google Ads 1. Link Your Google Ads account with your Analytics Account. 2. Install Remarketing code Via Google Analytics. 3. Set up Remarketing Audience within Analytics. 4. Share Audience with Google Ads Account. 5. Set Up your Remarketing Campaign Within Google Ads. 1. Install Remarketing code Via Google Ads. 2. Set up Remarketing Audience within Google Ads. 3. Set Up your Remarketing Campaign Within Google Ads.
- 46. Installing The Remarketing Code and Setting Up the Remarketing Audience Via Google Analytics
- 47. Installing the Remarketing Code via Google Analytics If you have a Google Analytics account, head over to admin> Property>Property Info>Tracking>tracking Code You'll find the analytics tracking code, copy it and place it before the closing head tag "</head>" of all the webpages you want to track. 1. 2.
- 48. Linking your Analytics account to your Adwords Account Navigate to AdWords Linking under Admin on your Google Analytics.
- 49. Setting up Remarketing Audience in Google Analytics: ● Click on Admin -> Audience Definitions -> Audiences
- 50. Remarketing Audiences Comprising of all Users ● Enable remarketing ● Click on “Next step” (Google Analytics will automatically create the first remarketing audience “All Users” for you). ● In the next step you need to select which accounts to share the remarketing audience with. Select your current Ads and Analytics account and click “Ok”.
- 51. Share your remarketing audience with your Adword Account
- 52. Setting Up Additional Remarketing Audiences in Analytics Go back to Admin -> Audience Definitions -> Audiences to set up additional remarketing audiences. Create a remarketing list of people who have ordered online or signed up for a special: Select “Users who completed a goal conversion” or “Users who completed a transaction” (for purchases). Then follow the same steps as for the first audience you created.
- 53. Creating your Own Custom audience You can also click on “Create New” to access the audience builder. This is where you can create custom audiences based on demographics, devices, behavior, traffic source and more.
- 54. Installing The Remarketing Code and Setting Up the Remarketing Audience Via Google Ads.
- 55. Installing the Remarketing Code via Adwords On Google Ads interface click on TOOLS >Audience Manager > Audience sources > Select the Google Ads tag. Copy the AdWords tag and paste it between <head></head> tags of every page of your website.
- 56. Creating Remarketing lists in Google Ads ● Click on the tool icon in the upper right- hand side of the AdWords interface then click on “Audience Manager” ● Click on the large “+” sign Here are the ways in which you can create a Remarketing list or custom audience
- 57. Creating Remarketing lists using Website Visitors ● Give your audience a name ● Then specify what visitors you want to add to your remarketing audience. Such as all users that visited URLs containing “/Thank_You/” or “/Online_Ordering/” AdWords automatically creates an audience list containing for “All website visitors”, so you do not need to create it again.
- 58. Creating Remarketing lists using other Sources You can create a remarketing list from your App Traffic To create a remarketing list of people who have interacted with your youtube channel, you have to connect your youtube account to Google Adwords.
- 59. Creating Remarketing lists with Customer Files You can create a remarketing list by uploading your own customer list. However, to use Customer Match, your account must have: ● A good history of policy compliance. ● A good payment history. ● At least 90 days history in Google Ads. ● More than USD 50,000 total lifetime spend. For advertisers whose accounts are managed in currencies other than USD, your spend amount will be converted to USD using the average monthly conversion rate for that currency.
- 60. Creating Remarketing lists Using Custom Combinations
- 62. Creating your Campaign From your google ads interface, click on “Campaigns” and then click on the large blue “+” sign. Then select the campaign type - ● Select Goal ● Select a Campaign Type and Continue ● Choose the campaign subtype “Standard display campaign”. Click “Continue”. ● Name your remarketing campaign and select the locations and language you want to target ● Select Bid and Daily Budget
- 63. Select Audience ● In the audiences section click on “How they have interacted with your business (Remarketing and similar audiences)”
- 64. Select Remarketing Audience Select the remarketing audience you want to target in your campaign. In this case we chose “All Users”. Once you have selected your audiences, click “Done”.
- 65. Create Your Ads Choose a cost per click bid for your remarketing campaign. A bid between $0.50 – $1.00 is a good way to start. Lastly, click on “New Ad” to create ads for your ad group.Lastly, click on “New Ad” to create ads Select responsive Display ads. ● Add the Url you want to lead your customers to. ● Add Images ● A catchy headline ● Check Preview ● Hit Publish
- 66. To Conclude Retargeting is a simple and effective way to convert casual visitors into loyal patrons. So, get started with Retargeting!!!
- 67. Connect With US • Try our 4Q Platform • Contact us for a demo marketing@mkonnekt.com Connect with us in case of any queries. Ph: 619-566-6358 (619 -KONNEKT) Email: marketing@mkonnekt.com www.mkonnekt.com Thanks For Your Time