Episode #060: Unlocking the Power of Retargeting Ads
Unlocking the Power of Retargeting Ads
On this episode of Not Your Average Online Marketing Podcast, we dive deep into the world of Facebook ads and the power of retargeting.
You'll learn about:
The importance of warm retargeting ads to drive down lead generation cost
The value of content retargeting ads (for awareness, not sales) can actually boost launch sales
The (3) primary retargeting ads to include in every launch
So tune in and learn more about the power of retargeting ads for generating leads and sales!
LINKS MENTIONED:
Not Your Average Membership (Use Code: PODCAST to save)
Time Stamp Overview:
[00:00:27] Facebook retargeting ads: targeting people who have already seen your content.
[00:01:34] Retargeting strategies using Facebook ads and how businesses can target those who have shown interest in their products or services, such as through signing up for a free training program, by uploading an email list, or targeting those who have visited their website pages.
[00:04:06] Retargeting ads target people who engage with content, including warm leads from email lists or social media, to increase visibility and conversions during a launch.
[00:05:27] Email marketing has a low open rate and not all recipients register. Retargeting ads are useful to remind potential customers.
[00:06:23] Using warm engagement or retargeting ads is cheaper to get people to sign up. Running ads 24/7 grows email list, and retargeting email lists are less costly. Content retargeting ads can be used to push content to the audience. For example, after a workshop, retargeting ads can encourage people to watch the replay.
[00:07:32] Retargeting ad run to remind buyers to watch workshop replay and see offer for further program. Increases chance of purchase and exposure to offer.
[00:10:59] Retargeting sales page traffic is beneficial with a minimum of 50-100+ visitors, with iOS 14+ limiting retargeting from website traffic. Running ads to registered individuals is also important for retargeting.
[00:12:04] Retargeting ads should be 10% of the total budget for a launch, and it's recommended to spend $100-$150 on retargeting for every 300--500 people in the promotion. If spending more, follow the 10% rule.
[00:17:17] Retargeting ads budget tips, upload email list or URLs to retarget, focus on $100-150 per 3-500 people, monitor ad performance and adjust spending if needed, track cost per result for sales or leads and reach for content.
FULL TRANSCRIPT:
Zach Spuckler [00:00:00]:
It's. This is not your average online marketing podcast episode number 60. And in this episode we're talking about Facebook ads, specifically retargeting ads. So if you've been trying to get in front of your audience with organic or other strategies and find that you're just not getting enough reach, this episode might be perfect for you. So stay tuned. Hey, hey, hey. Not so average marketer. Welcome to another episode of the podcast.
Zach Spuckler [00:00:27]:
Now, I'm excited for today, as I always am, because I want to talk to you a little bit about Facebook ads. And Facebook ads is one of my favorite topics to cover on the show. And just in general, because I love to nerd out about Facebook ads. But I wanted to talk to you about a specific kind or a specific type of Facebook ads that I recommend pretty much to all of my clients at some point in their online marketing journey, and that is retargeting ads. So I think the most important thing we can do is just kind of start by covering what is a retargeting ad and kind of why you would use them. So retargeting is essentially getting in front of people who have already seen your content. Now, there are subtle nuances to this, but I'm going to give you a really specific example of a retargeting ad. So let's say that you run a five day challenge launch, okay? Everyone who signs up for that is probably interested in the back end offer, right, in some way, shape, or form.
Zach Spuckler [00:01:34]:
Because let's say I do a five day challenge on Facebook ads and then I'm selling a Facebook ads course at the end. Well, if you signed up for the free training, you're probably interested in the paid training. Even if you're not buying, you still have that interest level, right? So what we can do is with Facebook, we can actually set it up so that everyone who registered for the free challenge or paid could be free or paid, but registered for the five day challenge is going to get an ad that reminds them to come by the offer, right? So I want to talk to you about how and what specific marketing ads we like to run and how they work in the context of a promotion. So I think the first thing to understand is beyond what retargeting ads are, how can you actually retarget people with Facebook ads? There's really a couple of primary ways that we retarget people, and the first one is that we can upload a copy of our email list so we can go into Facebook and we can say, hey Facebook, here's a copy of my email list. I want you to match as many people from their email to their Facebook profile as you can. And I want to run an ad to them. This is great for Challenges webinars video series where you have the email list or the CSV file of everybody who signed up. The other way that you can retarget is to set it up so that people who have visited specific website pages can have an ad run to them.
Zach Spuckler [00:03:13]:
Now, I want to say two things about this. One, understand that you want to target your thank you pages, right? So thank you for signing up, thank you for purchasing. You want to get the people who've completed a registration step when you're doing launch based retargeting. And number two, there are limitations to this. It's not 100% accurate. Just like uploading your email list is not going to match 100% of the people on your list to Facebook when you retarget website traffic, people who have ad blockers, people who have iOS 14 plus tracking turned off, there are certain limitations to this. So when I do retargeting, I like to do what I call the double dip. And the double dip is basically saying, hey, if you have visited this website and or you're on my email list, then you're going to receive this ad.
Zach Spuckler [00:04:06]:
So essentially, retargeting ads just put your content back in front of people who would be most likely to engage with your content. So when I go into a launch, there are three types of retargeting ads that I like to run. And so I want to run through those with you today so that you can get a sense of how to leverage retargeting ads in your promotion. So the first retargeting ad that I always run is before the launch starts. And that is I will run an ad to everyone who's on my email list, has been to any page of my website, and this is actually what we call a warm stack. So I will take all my website traffic, my entire email list, people who have engaged with me on Facebook, people who have engaged with me on Instagram. And if I'm running lead generation ads, I'll also retarget anyone who's filled out my leads on Facebook, right? What that does is it lets me put my launch in front of everyone. And there's always this slight objection that I get from people, which is like, well, why would I run ads to the people who are on my list or have already been to my website or are already following me on social media? Aren't they going to see my offer organically? And the answer is maybe, but maybe not.
Zach Spuckler [00:05:27]:
So there's two things to think about. One is, even if you're relying heavily on email marketing, you don't get 100% open rate. So anywhere from 40% to 80% of your list is not seeing the opportunity to join your launch. The other thing is that just because somebody saw the opportunity to join your launch doesn't mean they actually registered, right? How often, whether it's shopping or signing up for a webinar or a video series or a challenge, do we open the tab and go, I'm going to get back to that? Right? We do that. We're human. It's human nature. We're interested in something, but we don't have the time right now to look into it, and so we don't and then we forget to register. So the other cool thing about Retargeting ads is that they're very reminder oriented, like, hey, don't forget that I'm doing this thing, or don't forget that you were interested and you should come back right now.
Zach Spuckler [00:06:23]:
The other thing that's really nice about a warm engagement or a warm Retargeting ads is that it's going to be cheaper, generally speaking, to get the people to sign up for the launch from your warm audience. And that's one of the reasons, as a side note, that I recommend running Ads 24/7, right? You want to run Ads twenty four seven, to grow your email list, because when you retarget your email list to get them into your launch, you're going to pay less for the ads, and you're going to have more people sign up both organically and through Retargeting. The second Retargeting is what I call a content retargeting ad. So a lot of times we think of marketing as like, oh, I'm going to go for the sale, right, and we'll talk about that a little bit later. But a retargeting ad can also be used to push our content back to our audience. So let me give you a very specific example. We recently did a $25 workshop, like a webinar style workshop. And after the workshop, we wanted people who didn't show up live to watch the replay.
Zach Spuckler [00:07:32]:
So what we did was we took everybody who paid the $25 as a CSV file. We also uploaded the website thank you page, people who had bought the workshop and saw the thank you page, we ran an ad to them that said, hey, don't forget to watch the replay of the class. Now, the benefit of this is twofold. Number one, people who consume your content are more likely to purchase your products. But number two, it means that they're more likely to see the offer, right? Because on this workshop, we made an offer to continue working with us in a small group program for 297. And if you weren't there live or you had to leave or you didn't get to watch the full thing, you didn't see that offer, right? And so I'm kind of like showing up in your inbox in some ways, just kind of like blowing up your spot and saying, hey, look at my thing, look at my thing, look at my thing, look at my thing. But they may not even have the context from the training to know what that thing is. So I like to run a retargeting ad for content.
Zach Spuckler [00:08:41]:
Some other ways that you can do this are if you're doing a video series, you can boost the videos, whether they be on Facebook or off Facebook, back to your audience. If you're doing a webinar, you would do like a webinar replay. If you're doing a challenge, you can do the challenge recap page. There's just so much that you can do with marketing ads in terms of the content that's going to set you up for success. So those are the first two. The first one is to get leads into your launch or promotion. The second one is to get sales. And the third retargeting ad that I like to run is directly to the sale.
Zach Spuckler [00:09:23]:
Right? And there's actually two ads that I run here. So let's talk about the first type. We kind of talked just when we were talking about the content based ad that I run that to everyone who's been in the launch, anyone who signed up or registered for my training, my launch, I'm going to run that ad to them. Well, I do the same thing with a sales ad. So a lot of people think, oh, I should only run sales ads to people who are highly interested in the offer. Hottest audience, don't go too cold and you're not going to get people who haven't seen the offer to buy. And we have not found that to be entirely accurate. What we have found is that when people are signing up for our free training, they're interested in the product at the end, even if they don't go through the training as a whole.
Zach Spuckler [00:10:16]:
And so we get lots of people who go through our training or don't go through our training and buy from our ad. That's just targeting all registrations. So the first thing is we want to target all registrations because that's a really strong audience to hit and it works super, super well. Okay. The second audience that we want to create as a sales retargeting ad is everyone who saw our sales page. So a lot of times we think, oh, if somebody goes to our sales page and they don't buy, they're not interested or they're not going to buy. And the reality is, we talked about this a little bit earlier, but they might just need more time. They might just have the tab open and have forgotten to register.
Zach Spuckler [00:10:59]:
They might be thinking about it and need the reminder because they've got a million things going on in their life and they just forgot. Right? So there's so much benefit to retargeting sales page traffic. Now you might be thinking this sounds great, but I don't get a ton of traffic to my sales page. So I will tell you, you do need between 51 hundred plus people hitting the sales page for the retargeting to kick in has been what we've experienced. Facebook's official stance is around 100. But remember that with iOS 14 plus, not everybody is retargetable from website traffic. So we just need to keep in mind that that's why it's so important to also run ads to everyone who's registered. Because when you upload the email list and the website traffic for the retargeting all registration audience, you're going to pick up people that have visited the sales page, but maybe aren't trackable through, just website traffic.
Zach Spuckler [00:12:04]:
So super quick recap on those retargeting ads. Number one, I always run a Retargeting ad to generate new leads into my launch. I always run a Retargeting ad to push my launch content back to anyone who's registered, and then I always run a sales ad to anyone who's visited the sales page and or anyone who has registered for the event right? Now, one thing that I want to say about all of this is that Retargeting, in terms of what you do with your launch, should be 10% of your overall budget. And if you're spending less than 500 but you have a big organic following, you really want to spend at least like $200 on retargeting. So if you're going to have over 300 people registered for your training so let's actually run through those numbers again just to make it super simple and clear. Retargeting ads should be 10% of your total budget, right? And if you've got over 500 people signing up for your free thing, you probably want to spend about $100 to $150 on your promotion, right? Specifically on retargeting. So the important thing to understand is that the more people are in your promotion, the more you want to spend on retargeting ads. So I like to say $100 to $150 per 500 people is great for Retargeting total overall right? Now, if you're spending more money, follow the 10% rule, 10% of the total budget, right? So if you're spending 2000 on your launch, you want to put at least 200 into retargeting.
Zach Spuckler [00:13:55]:
And honestly, I go up to 15% sometimes. The big thing to remember about Retargeting ads is that when they're running, and especially the Retargeting ads for sales, when they're running, you're going to be able to see their performance, right? You're going to be able to see what's actually happening. So with that being said, if you're not getting purchases, you can just turn your ad off, right? But if you are getting purchases, you can scale your ad up. So think about that. The cool thing about Retargeting ads is that you get this real time data that you can say, yes, this is great, and I'm going to increase my budget because I'm getting purchases, right? So Retargeting ads, you want to be about ten to 15% of your overall budget and about $100 to $150 per 500 registrations, right? You can spend more if it's working, you can scale it up. The last thing that I want to say about Retargeting ads before we start to wrap up is that the standard metrics that I generally track with ads do not apply. Okay? So sometimes my warm ads will get a low click through rate, but I get lots of purchases. Sometimes my ads will get a super high cost for impressions, but it's getting me purchases at a very low cost so with lead generation ads, I tend to focus I'm sorry, not lead generation Retargeting.
Zach Spuckler [00:15:26]:
Lead generation ads. Retargeting sales ads. I tend to look at, how is this converting at the cost per result level? What am I paying per lead? What am I paying per purchase? And am I happy with that number? That's where I focus my attention. Now with Retargeting for content, I run these as traffic ads. And I don't necessarily stress about the cost because, again, the content retargeting ads are not about necessarily making sales. It's about getting the launch content back in front of the people who are most interested in it. So if you want to get Retargeting ads and you want to make them work, then you want to make sure that you're putting the focus where the focus needs to be, right? So just to kind of say this another way is like leads and purchase Retargeting. I'm looking at the results, content retargeting.
Zach Spuckler [00:16:24]:
I just want to make sure people see it, right? I'm not worried about cost per click. I'm not worried about anything else. I'm just worried, is this content delivering? Are people seeing it? Am I staying top of mind and building awareness? Right? That's what I want to make sure of. So to recap everything that we covered today, retargeting Ads are essentially when you put your content back in front of people who have interacted with you, your brand, or have already seen your content. There are three primary Retargeting ads that I run. Number one, I run a Retargeting ad for leads at the front of my promotion. Number two, I run a Retargeting ad for content as my promotion is open cart. And three, I run an ad for sales retargeting everyone in my promotion and everyone who's seen my sales page.
Zach Spuckler [00:17:17]:
Now, as far as how we do that, we can upload a copy of our email list to Facebook, or we can give Facebook the URLs of traffic that we want to retarget. And with retargeting URLs, we always want to retarget our thank you pages because that's where people have seen it. Now, in terms of retargeting budget, you want to focus on looking at about $100 to $150 per three to 500 people in your promotion, right? And again, this number has space to breathe. If you're not sure or you think you need to spend more, you can always watch as the ads are running to potentially put more money in if you see that they're performing at the level that you want them to perform at. And the last thing that we talked about was understanding that Retargeting ads, you want to look at your cost per result for leads and sales, and you want to look at your just reach for content. Content is about awareness, influence, reach. Leads and sales are about results, right? So as we wrap up here, I just want to tell you that if you are intrigued by this concept and you're like, Zach, this sounds great, but how do I actually run Retargeting ads? I want to invite you to check out not, your average membership. You can head over to join Notyouravemembership.com and learn more about what we offer.
Zach Spuckler [00:18:40]:
But this is our signature membership program. It's $49 a month. But if you use the Code podcast when you go to check out, you'll get $19 off your first month. So you get 30 days for $30, just a dollar a day to try it out for your first month. And inside this membership, we cover Retargeting Facebook ads. We have an entire bonus on Retargeting, we have training on Retargeting, and we're actually, in the month of May, going to be talking about what's working right now with Facebook ads, and that's going to include Retargeting ads. So again, if you want to learn more about the membership, you can head over to join not, youraveragemembership.com Use Code podcast to save $19 off your first month and get 30 days for $30. Now, as we wrap up, I just want to tell you if you want a copy of the show notes or the transcript, as always, you can head over to Heartsolhustle.com Nyap 60.
Zach Spuckler [00:19:40]:
Again. That's Heartsolhustle.com Nyap 60. And I want to leave you with this. Retargeting ads are the low hanging fruit of Facebook ads. It is people who already are interested, already have seen your content, are already looking to do more with you. So run the ads if you want to do a fully organic launch and just focus on your email list and social media, I would still encourage you throw $50 to $100 into Retargeting just to see what's possible. Because there is so much incredible things that come out of Retargeting for us, for our clients, for our members, and I just know that it would benefit you too. So I hope you have found this episode helpful.
Zach Spuckler [00:20:25]:
As always, you can connect with me over on Instagram and tell me what you thought at Heart Soul Hustle on Instagram. And I hope you have an incredible rest of your week weekend. And until next time, stay not so average.
