So, the other day I was goofing around online looking at watches. I happen to be a watch fanatic so I do this frequently (much to my wife’s dismay).
I hopped over to WorldOfWatches.com and was looking at their Panerai selection.
Later, when I hopped over to Facebook to check on the MFA Page, look at what was being displayed for me?
Just in case you can’t see it – they displayed an ad for one of the exact Panerai watches I was looking at.
Now, if you’ve done any kind of media buying before… odds are… you’ve seen typical retargeting before.
In the simplest explanation: retargeting is when you display banner advertisements to your prospects and customers on other websites on the net… after those prospects visited to your website.
Retargeting is great for visitors that come to your squeeze page and don’t opt-in.
It’s great for prospects who’ve visited your shopping cart and didn’t complete the transaction.
It’s great for prospects who’ve visited a specific product page and haven’t bought.
It’s a great tool, in general, to increase conversions on traffic you’ve already generated (whether external or internal).
This Facebook example above is also retargeting. It just happens to be retargeting on Facebook.
How is it done?
It’s actually pretty simple.
There are a handful of retargeting companies that offer the ability to use retargeting on Facebook.
Two of my favorite are Adroll and Perfect Audience.
Think about retargeting for your front-end product and the front of your marketing funnel like this:
You’ve attracted a visitor to your website, whether via media buys, organic listings, or affiliates/referrals. Without retargeting, once a prospect comes to your website and leaves, they’re almost always gone forever. With retargeting you can stay out in front of those prospects and have a second, third, and fourth chance to bring them back to your website and into the top of your funnel.
Done properly, retargeting can lower your cost-per-lead and cost-per-sale. Which, for some channels, can turn a negative campaign into breakeven or better. And with that can come new customer acqusition channels your competitors won’t be able to make work (without retargeting).
Question: What type of retargeting have you done for your marketing funnel? You can leave a comment by clicking here.
