Retargeting Beyond Facebook and Google

With Facebook and Google, you can reach roughly half of your potential global audience—but how do you reach the other half? And how do you go beyond basic functionality to develop powerful retargeting sequences? Could you be converting more prospects with a lower CPA?

Our panelists answered these questions and got into the importance of owning your retargeting strategy in our roundtable on May 21st. Watch the recording below!

Get the slides here….

PA-Webinar-Retargeting-Beyond-Facebook-and-Google

 

Follow-Up Q&A (5/26): Retargeting Beyond Facebook and Google

Transcription:

Hey everybody. Welcome. Thanks for joining us. We still have a lot of people signing on and joining. So we’re just going to give it a couple more minutes before we start.

You guys are just getting here. We’re just waiting for a few people to log on. They’re still coming on.

alrighty Well, thanks again for joining us. Everybody will probably still get some more people joining along the way but we’re going to go ahead and get started. So today we’re going to be talking about retargeting be on Google and Facebook. I’m Kathleen and I’m going to introduce you guys to some of our speakers today. We have a full panel. So first we have Todd Lee Bo from Ascend to jalali Hartman Eric Stockton, and we have a special guest today Andrew flicker from stepid– you guys can go ahead and say hey if you want.

Ain’t heard everybody.

So I’m going to go ahead and let Todd start us off.

Thank you Kathleen and just a little bit background on myself. My company sent to we are research based company. So today I wanted to contributions I’m going to provide is just a little insight into what we do to send to and how you can relate that to your retargeting program.

We work with everybody from Oracle to Dun & Bradstreet and help them with just what’s working in marketing, you know, we all know that right now we’re going Challenging times and as we kind of start seen maybe a little bit of light and positive news and actually we’re doing some research around that area but you know some research I want to show you was some Harvard research that showed just what happens when companies are very strategic and a little bit more.

I would say aggressive in their marketing spend, you know, we all had the experience I think over the last couple of months where the CFO tells us put A hold or stopped you’re stopped your spend or reduce your spend and then about three or four weeks later. Now, they’re coming back to us saying how are you going to hit your numbers? And we see that from a macro perspective companies that are on the front end of that transition set themselves off for really long term long term success.

So moving on to you know, we know that and we Also know that retargeting works and there’s a lot of research out there and we’ve been keeping our finger on the pulse of what’s working and retargeting always bubbles up as a very effective tactic economically. You can get a lot more bang for your buck. And I think that’s also a very important consideration right now because every single dollar is being scrutinized on how we’re spending it.

So the ability to To maximize your spend little bit smarter and what you’re doing just gives you a strategic advantage and just let you know these slides will be available. So you have all this information as we move on to our next slide. We see also the direct impact that retargeting has for e-commerce. We have all those people who come to our site, they start the cart process, but then they stopped that process.

How do Re-engage with them and bring them back to your site help them complete that process and the data shows very strongly that retargeting is successful in that as well. So there’s a lot of reasons to kind of context of our session today is how can you take your retargeting program and a lot of people look and think they’re doing retargeting solely in the premise of they’ve clicked the button on Facebook.

For Google to do retargeting and that’s a great first step. But there’s a lot of other very I would say easy and practical stuff tactic tactics you can do to ramp up your retargeting and with that. I wanted to jump it over jump and transition it over to jalali Hartman who oversees the AI Lab at perfect audience. Whoops. Forgot this important Point.

Let’s go back to the Google attacks and before I get to jalali jalali does do all of our testing but there’s this concept that actually Eric and I and I forgot this Eric I put this into the slide that way before but it was based on the conversation you and I had about this concept of a Google tax and the Google tax was something that Perry Marshall had quoted in his book He’s a Pioneer in this area and it really When you have you give a little context to it, but it’s that really that’s the thought of a lot of times when we don’t know what we don’t know. We pay a lot more for the services that are rendered to us. Yeah, that’s right. I mean, so yeah, so Perry has been in the space for a long time. He sort of wrote literally wrote the book on the subject in PPC years ago and there’s been several different iterations. It’s been a best-seller.

You know, so, you know, one of the one of the quotes that he is sort of attributed or that is attributed to him is this one which he talks about, you know, like and it’s basically boils down to you know, if you really, you know don’t know how to get the best out of something you’re going to end up paying a premium somewhere along the line, right? If you don’t know how to squeeze out the efficiency, you don’t know how to use all of the you know, all of the the technology, you know.

That’s given to you. You just you aren’t going to get the kind of performance that you’re that you’re going to want and you’re going to end up paying a premium for that. It’s something we stress pretty heavily and stop it to with with all of our clients and teams and I think it’s true not just with Google obviously with Facebook or any of these companies and platforms that share maybe goals that aren’t perfectly aligned with you as a as a retailer as a agent in the market, you know, they want increased marketing.

Spend regardless of that return and you want the most bang for your buck, right? Yep.

And you know, you know all the small details about your audience and you know, all the small details about what makes your product unique and special and so the more you can get your hands into it and refine it the more efficiencies you that you receive so, alright. Well, like I said, I jumped the gun a little bit with your Lolly, but now we do want to pass it over and have Jolly kind of walk through a little some testing that we’ve done that.

He’s done and just kind of what they did and how they did it.

Yeah, thanks guys. So let’s type mentioned. One of the things I’m trying to do here is use basically math and data to drive more conversions drive more lower-cost Impressions, you know overall just help our advertisers do better and it’s a complex thing when you get into display advertising and retargeting, you know, all these levers are moving. But how do you actually you know use it to get more business? So this is a example. This is a an Advertiser that I’ve been helping for years friends of mine in, Florida.

They had started a small business and you know did the basics they get on Google AdWords and we did SEO and we got onto Facebook advertising, you know worked right be able to get more leads than we were before but what happened was they grew so much now, there are 80 locations. They just Reach This Plateau or they can’t drive anymore or at least efficiently we couldn’t get any more leads at this at the cost that we needed. So we started looking every targeting and so these are just examples the average and so on. The left is a Facebook ad.

Some video streaming of a new disinfection service they have and then a banner of series that goes along with it. So that’s kind of what we put out there. What we do is we put it out our own platform. Google’s retargeting engine and then uses each Facebook’s returning engine. So this is not meant to be like a definitive. Hey Pas better prevents is better than these little places are just kind of a glimpse into our world of how we what we’re looking at and how we’re testing stuff. So I want to switch to the next slide.

I’ll talk a little bit about how a setup so you see and some of you are Sure, you are very Adept at using Google and type, you know, we spend for about ourselves in our position. But the first problem we have with retargeting is it’s a relatively even though they’re a big conglomerates relatively small audience size. Right? It’s not like a target.com or something, you know, so we have a limited amount of customers that we can retarget and I just want to use as an example of Their audience going out over time and the way retargeting generally works as someone comes to the site.

We cookie them and then we can remarked to them you can see See they’ve set up some segments are fairly basic. It’s all of the people that come to the site as one audience. Their commercial audience is a totally different message. So big buyer versus like a residential window clean your stuff like that. So we break it up like that. We’re able to kind of remark, but you can see again the sizes are not that big of 6,000 people since we started tracking is just not a lot of people to go remarketing which is why you go to a Google or Facebook. I guess you add to that.

So one of the first things we do when we sets up if you go to the next slide Kathleen is Just start adding audiences. So retargeting is generally the people that you know about sometimes you can kind of use that to create a look-alike or a hybrid or some Target people and bring people into the final get them to tag and then retarget to them in the future. So it just seems ample. We added a general home Home and Garden audience. If you go to the next one was show you kind of how the other platforms work. So this is Facebook’s who a lot of you guys have sure of scene they have obviously a great platform.

You can see the Ian’s here. It’s naturally been tracking their website visitors as well as Shoppers. And then in addition if you go to the next screen, I think we have some examples that you can drill in. So this is where you know, this is again Facebook. In this case. They were doing some advertising in conjunction with the gate River Run in Jacksonville and the local news station.

So we added those audiences which are known on Facebook to the campaign that made sense of transfer some of you guys with you’ve done that you can kind of see it’s The potential people plus their own visitors so that kind of allows us to open it up. If you go to the next one Kathleen, this is similar thing on Google which I’m sure you’ve seen again. Google’s to kind of just pausing you for saying what’s happening and one of the points and trying to make with this is these other platforms are awesome. They have great features and stuff. But you lose visibility a little bit right your kind of depended on their platform to make it work for you. Right and a lot of times it does.

Problem with when you’re starting out and from the perspective of like machine learning or data. You just don’t have enough data, right? You’re a small company don’t have enough conversions the little platform that’s supposed to be optimizing for you. Can’t figure it out. There’s this not enough info and that’s why on the perfect audience has to do a lot with kind of very specific targeting. If you go to the next time I’ll show you kind of some of the some of the results.

Oops, so On the left is perfect is basically our tag website visitors is very wait. I call it pure retargeting our website visitors seeing an ad on Facebook. That’s all it was. So you can kind of see the click-through from that and by incidentally it was a little bit more expensive CPM wise to run that that ad but if you think about it, it’s just the website visitors following them around on their feet as they browse Facebook. The Google audience is a more of a hybrid so that it was our website visitors people have clicked on ads in the past.

Plus these additional kind of look up look alike. So again bigger reach a little bit lower CTR same thing with Facebook. So you just kind of a similar comparison. This is this test is not done. This is just one of the many things that we run. We’re trying to see like how you know, how do we perform these channels and what works and how do what is the difference between pushing a button and hoping it works versus understanding behind-the-scenes kind of what’s going on?

Julie you were telling me like earlier in the conversation before the before the webinar that you know, basically as people were coming through what you were seeing in the you know, was that the cpms originally threw you off a little bit because you were paying hired on the cpms, but you know, you hadn’t seen the CTR sort of catch up yet. Um, can you talk a little bit about that?

At yeah initially when I launched, for example, I launched this perfect audience campaign on Facebook. The CPM was probably double with the other ones are and so I said, well this is it’s not going to work. But when you drill into it, the reason is is we are basically targeting on a very small group. I think with 6,000 individuals that had just recently been to the website, right?

So we’re not it was bidding on a nothing besides that and that’s why it costs more but if you think about it those of you that know marketing where that might have been the second Fourth time they’ve seen that brand in the week the last week, right? So the click-through goes up since the other systems have similar stuff where it’s going to try to do that and work through it, but I was able to just kind of say I want these exact people to see this ad as they surf around that’s kind of where I think we’re seeing the difference in results.

And to your point earlier about how long it can sort of take on these smaller audiences. If you’re doing something on Google like that where the click-through rate. Is that low with a smaller company it might take it quite a lot of time before you’re able to get results and know exactly where it’s working and exactly what the return on your spend is.

Yeah, I mean and that translates, you know to cost per lead, you know cost per acquisition. Whatever your key metric is, right so, you know at the end of the day and I don’t know exactly what your data has shown, you know, as it went further into the test.

Al-ahli, but my guess would be that over time, you know, even though you know your cpms are a little bit higher on, you know certain Channel with that kind of TR, you know, your cost per lead is going to go, you know, I’m going to go way down and then you know how that sort of ties in it’s interesting to me like, you know, we talked about this a couple of times in different types of conversations with larger advertisers or even maybe once or twice on and some of these these round tables or webinars is the fact that you know, I sort of equate retargeting to what you see in like basket recovery for email marketing, right?

So there’s there’s this activity where you were able to capture somebody who’s in a specific buying cycle and retarget to them at the different stages that they’re in, you know, sort of somebody is like they’ve entered something, you know, they’ve added to their cart and you’re building an audience around just those people that have It’s something to their cart you’re going to show you like if you’re doing bastard recovery and email marketing. You’re going to be firing at me male sequence to do. Hey come back, you know, here’s a maybe that’s a 10% off coupon code or something that’s going to get them to come back, you know, click back to the site to be able to complete their complete their their order and and it’s funny.

Like I talked to a lot of people and I draw this in that like this this connection or To what we do with retargeting. It’s very similar, right?

So if you are, you know, if you create an audience around a retargeting audience around just people who come in and hit the cart there’s a significant amount of opportunity to be able to send them an ad, you know or fire off a particular offer, you know to do the same thing that sort of mimics the email campaign that you just that you’re running and so, you know from a Targeting standpoint, that’s pretty powerful. Right? I mean it gives you a second or third or fourth shot at getting them to come back and complete that that transaction and I think you know the same thing really could be said for the B2B side of things, right? So on the B2B side, you know, you have scenarios where you got I don’t know. So it’s you want somebody to fill out a lead form, you know or something to that effect, right?

Or in this case actually, you know, I don’t know a good chunk of the people that are actually on this webinar.

Now probably saw a decent number of our ads and came back to register for the webinar because they saw a retargeting ad, you know from us and so we sort of like, you know, there’s a there’s a lot of different ways to be able to take an audience and you know, you know sort of like and where I see people sort of making Or ways to improve would be you know, they come in and and you know in whatever platform doesn’t have to be Pa but you know in a platform where they come in they create a general audience and they you know, they re Target, you know, they upload their ads and they start returning against that maybe they tweaked a few settings. But what ends up happening is they maybe they get less than Stellar results. And I think that goes back to that quote from Perry earlier in this conversation.

Ation, right because you know what’s happening is you’ve got opportunities to be able to sort of meet people where they are in the buying cycle. So you create different types of audiences based on you know, where they’re at.

And and then you serve them up ads or messaging that is specific to them, you know in that particular line frame and your you know the goal again, you know sort of equate it to email marketing but The goal is to really just sort of you know, trying to sell them in an ad when you’re trying to do is just sort of move them along in the decision-making process. And you know, that’s that’s that is a really powerful way of being able to you know to bring people back and get them to convert your point about a similar to an email campaign. I think it’s really spot-on.

You know, I’ve got a client that’s a B2B very very long buying cycle and it has been very successful to kind of segment out these sort of retargeting so that you’re providing the correct message it sort of each step in that buying cycle. So they get a different message maybe when they’re beginning their research and a little bit different after they’ve went through some of the generation or have read some additional educational material and then third one when they’re actually closer to that final conversion and and it is very similar to a sort of email drip campaign style approach. Well and I mean I did this actually I mean, I think that’s right.

I mean there’s there’s there’s sort of idea of being able to connect and I don’t know jalali. If you’ve done this in this particular test, but being able to connect an AVM, you know style approach for prospecting you no new leads right is is also something that you know, it’s you know, we talked about retargeting a lot.

But really, I mean we’re talking about if we’re talking about, you know, advertising in general and we sort of open up the and it sort of Away up the funnel. What we’re talking about is driving in these, you know from sort of the Right audience and you can do that with the audience’s that you’re that you’re building, you know build a look-alike audience on top of that right and then go out and Prospect and drive and drive me leads and I’ve seen campaigns. I don’t know if anybody else can speak to this but I’ve seen campaigns that actually outperform PPC in the traditional sense.

It’s you know, just by making, you know, having you know, really nice dialed in audiences that they have built out. So, you know, I it’s fascinating to me like, you know, we talked about you know, how we’re all working from home in this environment, right? We’re all sort of, you know in this new place of working but you know, a VM is actually in my opinion actually more effective today.

Right because you’re out of the office, right you’re at home now. And you know, so how do you how do you target people now that have switched, you know picked up their laptop and left the office, you know, two or three months ago and and planted it back down and they’re in their home office. So, you know, it’s a useful tactic for a lot of different scenarios like that.

You know, are you guys just going to say that upcoming in a couple months. We’re going to be doing some research on a company’s marketing and we have actually next month research on lead generation and it’s interesting. Especially you spoke about the B2B marketer, but all these different things like interconnect, you know some we start talking about account-based marketing. This will be I think our third year of surveying audiences about what they’re doing to account-based marketing.

See how marketers are really getting much better at or needing to get much better at the strategy of how everything interconnects right.

So your account based marketing looking at your lead generation in the various levels of the funnel and you know where you need to, you know, Focus your messaging to increase conversion, maybe top of the top middle or bottom of the funnel your advertising program and they’re just, you know, trying to be much more strategic about and flows together because you know, there’s big problems or not. There’s big questions or Solutions and marketers have but it crosses over into all these different areas. Yeah.

No, that’s just want to chime in and say here really quick if you guys who are listening have questions for anyone for Jolly Todd Eric or Andrew go ahead and put them in the chat and we always go through at the end and and try to get It as many questions as possible. So just wanted to throw that out there for you guys.

Yeah, the the sort of the concept of retargeting in general, you know has been like, you know, it’s funny to me.

There’s this, you know, it’s been around for a while right and people sort of, you know, the whole the whole concept of oh, you know, I click the button, you know in Facebook, you know, or clicking on any of the remarketing button and Google Ray and you sort of have this Have this concept of you know, I’ve false concept. I think you know, I’ve done all of the things right that I’m supposed to do. Like I’m doing the stuff and and in really, you know, sort of like jalali sort of outline here, but you know, I can look at you know case study at the case that he had case study, you know, and that that’s just not that’s just not the case right? There’s just not the the stuff too.

it’s not the truth of it because what happens just like with any other type of marketing that you do, you know email marketing or paid search or you know, any any direct mail, you know, I mean any kind of any kind of marketing like that you you find that, you know, it’s not just sort of the set it and forget it kind of bent ality, you know, there are many things that you can do that are Driven decision making you know sorts of of path that you need to go down to be able to sort of squeeze out as much of the of the opportunities you can.

Yeah, I think was just listening to this. Even you kind of get a sense of its if Market is a complicated thing to do right to tie your your code track your consumers and give them the right message at the right time. Like I probably manage a dozen campaigns for a dozen accounts as part of AI lapis hands on trying to do it and even using the best technologies that we have access to its hard thing to keep track of everything like this one’s going up. This one’s going down and so we need automation.

Right like we have to have these Tools and I for one welcome any kind of machine learning or a our automation that can help me just solve some of the stuff but the problem is this those applications and I know this for a fact is trying to build the myself is they require massive amount of data, right?

So if you come in and new you’re new and you have 10 conversions on your campaign that thing can’t figure out what to do and they do a lot of stuff to try to make it figure out like, you know, they can look at past campaigns and other people at model and do Lois Things but by its nature this automation is designs based from massive amounts of data self-driving cars. Perfect example is very it’s they kind of have self-driving car with a human involved already done getting that thing fully automated long ways off still right? There’s a bill last 5% is always the hardest part of it. Yeah.

It’s and if we’re to change and there’s a thing of you myself if we change the height of a car the whole model breaks right like you can’t figure out so some Cooking is actually very mature that respected uses data has been doing that for a long time. We’re kind of there but the marketer themselves still has a really important role like you have to know which buttons to push. You have to know what data means when it comes back is data valid. How many on here have gone after a false positive? You know where you think all this? This is winning.

Its raining its winning and then like a month later is no way, you know, so it’s like you have to you have to still use your a little bit there’s this huge opportunity for us that have been in marketing to move from business intelligence, like looking at graphs and making decisions to understand how to kind of move the levers on these automations, right, you know in an efficient way and I think that’s really what this is about is I actually love this stuff that like a Google does, you know, it’s great.

If you have a lot of arguments, you can’t beat some of those things right, but when you’re trying to craft a campaign and tell the story to your consumer step Step in a way that’s very efficient. It’s nearly impossible to do with full automation seats. It’s a mix right? You have to be able to understand what’s going on and with archer volume II agree.

It certainly works a lot better the Google automation or Facebook animation when it’s these larger accounts are larger volume, but you still get into the problems that Eric was bringing up I think about can handing over the Keys of the Kingdom to system that’s optimizing for slightly different things and it’s going to drive up that spend whether audits Maybe helping you as much as it could you know smart marketer will be able to Shepherd those robots and kind of guide them in the right direction and draw them back when they need to be that kind of thing.

Yeah, it actually goes back to I think what Todd was saying it the earlier part of the conversation too, and he said something to the effect of you know, you’re not nobody’s going to know your audience as well as you do nobody’s going to know your product as well as you do and if you’re an agency, you know on this webinar, you know, this is exactly truth right every single beginning of any engagement because begins with like a discovery process and you’re sort of getting up to speed on what you know, what that perfect Prospect is and what the you know, the perfect opportunity is and you know, who the the perfect audience is in front of you sorry, no pun intended and so the idea of being able to you know, Take the power of machine learning and Ai and you know the things that we sort of have under the hood and coupling that with experts right, you know coupling that with people who really know what they’re doing and they sort of you know, our eating and sleeping and breathing, you know, programmatic advertising retargeting, you know allows you to be able to say okay, you know here the guardrails I’m establishing, you know.

To and I’m going to be able to leverage and take advantage because we’re going to I mean, we’re in a day now where you know in July and I talk about this all the time. It’s like, you know, it’s not the same as it was, you know, three or four years ago three or four years ago. I can beat you know, ml based, you know platforms with my own campaigns, right and I could I could go and I can do that today.

It’s harder to do that. Right? I mean there’s still like sometimes like but it’s becoming and fewer and fewer kind of times where that we’re where I can beat out a you know, you know some sort of AI platform-based, you know approach, but when I couple my, you know, sort of what I know about my customer my Prospect with the power of something like that nothing I’ll win every time right now.

Maybe not every time but I didn’t like a lot of it most of the time I will win and you just you can’t it’s not one or the other anymore, you know you it’s you have to put them together and you have to you have to join them together and a way that it allows you to be able to sort of push forward in a way that you couldn’t do before.

guys ready to take some questions Sure. Alrighty, so we have a bunch in here and if you guys think of stuff as we go go ahead and send those in as well. So our first question is from Kunal. So how much data do you feel is enough before you start running a retargeting campaign on Facebook?

Yeah, I just think that it takes those how much is enough that’s always a question. So the technical answer is it’s a function of how different the two results are right, so you could have one campaign that’s going crazy loans not short short story Facebook in particular is doing a very good job of just like trying to supplement your data with their own data. But one thing you have to remember is those companies these are math problems that are designed to make them profit, right? That’s ultimately what advertising is.

For them as we dial it in so you’re making just enough so that you keep spending right? And that’s that’s their prerogative. And that’s what they want to do. But yeah, you have to be careful with with this kind of stuff because those algorithms can’t fully work. I don’t there’s no number. There’s no like magic number or you need a hundred you need 200, but you certainly I certainly never do anything without running for a week. Certainly never did look at any thing without a couple of hundred clicks, you know, it’s because you just you just get all this weird stuff.

But you have to let things run you have to let those things do their job and you have to be paying attention to kind of what they’re doing in the back end. Make sure you don’t send them off in a wrong robot Direction. I guess it’s kind of what you’re trying to do along with you have answered in the beginning there.

I think it’s important to point out that the more successful the campaign the less data you really need and you he’s sort of alluded to that but if it’s an unsuccessful campaign, it could be something that could run for a very very long time before you provide any sort of significance that it It’s really doing anything if it’s a highly successful campaign that week that Hartman’s discussing might be enough. Yeah. Yeah. Yeah good question. And if you wanted to add on there Eric, no, not really. I mean, it depends on what kind of campaigns are running I guess to you know, if you’re doing like a look like campaign, you know, you’re going to need I mean bare minimum, you know, maybe a thousand thousand visitors or something like that that are that are evenings.

But you know, I would say that I guess just to sort of add on to what you lolly and Andrew were saying yeah there it’s not it’s not just any more. Anyway, it’s not just about how me how many you know what my audience that I own today is right in terms of, you know website traffic or whatnot. Right?

So there’s you know, there’s you know, there are plenty of other ways to sort of augment your Audience you can do that through you know, you know, we like we have just actually in the next month month and a half we’re going to be able to take email and create audiences out of your email list right will be able to Target, you know, various various audiences based off of you know, whatever you have segmented in your in your your either your marketing automation.

For more your ESP like MailChimp or something else, right? So we’ll be able to take all of those ingest them and then create audiences out of those right?

So they if you have different type of behavior will be able to serve just like we would any other audience and I love what jalali says he says is all the time and he’s basically like, you know, you spend all this money, you know on like creating like a following on Facebook and following on Instagram and and And you spend all this time and money like building an email list and cultivating that and and really that’s that’s exactly what this is. Right? And when we’re talking about building, you know, a retargeting audience or prospecting audience, you know, it’s there all audiences.

They’re all groups of people that have been, you know, put into a specific segment or bucket that you can then go and And get you know, get your your product your service in front of and so that to me like sort of change the way I thought about, you know, programmatic in general right was was the fact that you know, I never really sort of connected in my head, you know? Okay.

Well so the audience I’m building right now on my website, you know is just as valuable as the audience that I now building, you know through my my LinkedIn profile or like you My my Instagram, you know pager or whatever, right? So these are all audiences with the you know is a group so in they all have you sort of again. It’s being able to meet people where they are. Sorry. I Kathleen I’m completely like diverged. I think all that’s good.

I think that’s all and bring that people need to know but without will go on to our next question Sao Paulo has asked aside from email marketing which other channels we can use which other channels can we use to increase remarketing conversions?

Yeah, so there’s a number of ways to remarket and it’s a Zurich was kind of talking about you’re basically saying up audience has any way you can the most common one is to cookie someone when they come to the site. So like perfect audience, does that automatically put a little pixel on there that’ll start building that audience and as Eric alluded to you can also remarked. It find your people on the web based on email addresses.

So there’s this magic technology that will hash the email and follow them around that way you can also Those phone numbers and different things any kind of thing that identifies, you know, so those are the two big ones that you start with is your cookies and your your actual visitors. What am I missing? There’s a there’s definitely other way to see that there’s geo-tagging. So put a fence around an area and treat that as an audience look-alikes look-alikes like audiences based like with similar attributes the one you just created that’s kind of how you can count multiply it out.

I think the big thing that I’ve been the off for me and actually when you’re start first talked about this couple years ago or drivers as a retargeting. Yeah, I’ve done that. Like I tried it I get it and it didn’t even really clicked to me then even then when he was talking about it was like no, why would we ever advertise to a New Prospect when we haven’t hit up the first ones again, right? Like we all deal with these 98% abandonment rates on our websites and we’re like we’ve come. Oh, that’s pretty good right arm up one arm up.

Ninety-nine percent to ninety eight percent is great. But the vast vast majority of our dollars are just wasted right like we send these clicks and they’re gone in this happens to me a lot. I don’t have some you I actually was interested in I cannot for the life of me. Remember what it was like like I saw this product or this thing just can’t remember anymore. And then I go I see the ad so it does work. It’s not I think we’re people get it wrong. It’s not you just Spam to death everybody with a that’s right. Like there is an art to it like toddler.

Talking about of sequencing and telling a story but it’s different. It’s different than putting a banner out and hoping that some new visitor on Craigslist or wherever that Banner is showing is going to find your stuff interesting right? It’s I’m going to follow Eric today. You just want to my website for the next three weeks. I’m going to follow him everywhere. He goes with different messages, right? We’re to the degree where he it’s not obtrusive. He doesn’t even care it. Just kind of keeping it from line until some point where I long tails out.

We decided we’ve lost them we can’t get them back right you like you said it’s almost like human nature. Right? Like you just forget about something. You’re busy. There’s a million things going on on the web. And then that’s kind of like follow you around reminding you of things that you had previously looked at. So it’s not always like like you said is that I was like spam sometimes it’s helpful even. Yeah, I think it is even more crucial when it’s still long buying cycle product when they aren’t going to finish their conversion in that one sitting in any event. They’re always going to take a couple.

Of days and it keeps them kind of locked into the process.

Yeah, the long sales cycle we get so used to quickly leads and quick sales with some things just take time to educate people to kind of do that and our knowledge of how we do campaigns now like you talked about email but you know, like salespeople are great at this where they always want to just go and you know have a subtle reconnect with somebody so, you know finding a reason to, you know, I talked to Andrew.

Last week but now yeah, like in my case we have some new research. So I’ll send that to him with a with a note that will align well the same kind of concept I think happens with your retargeting. How do we just you know, find that art of staying with them without being obnoxious maybe and I think part of that is because we you know, we’re still serving up value. We’re still making messages that will resonate with them that will help them.

Along that Journey so kind of on a separate topic Pat has a question about real estate marketing specifically, so I’m running a real estate Facebook campaign. Should I do very detailed targeting or leave it more open and blank as far as I’m assuming we’re talking about audiences here, but I’ll let you guys take that and run with it.

So I’m not a real estate specialist, but I think the obvious answer is you should probably test both testing is really critical to understanding what areas are we targeting what sorts of campaigns audiences are most successful we can make a guess and maybe that guests can be a very well informed guess based off of previous knowledge and other accounts or test results, but both for any business. It should be let’s test a few different approaches a few different audiences. See what the data says move from there.

Yeah, I would probably I would agree with that. We have a lot of real estate offices, you know agents, you know independent agents, you know, Professional Services doctors offices that sort of thing that used perfect audience and I would say, you know where we see the success of, you know, these types of campaigns obviously, you know, especially in real estate, you know, there’s a geographic area and soda.

That was our whole bit about geofencing earlier, you know and just making sure that you know, as people are coming you’re building this audience.

I would say, you know, like if I would if you were me and I were in your shoes, what I would probably do is I’d open it up, you know as much as I could knowing that it’s Geo, you know, like you’re gonna have a certain limitation just geography-based and then as you as you get data, you start tightening that in You know, you may make different, you know different types of controls around your bidding, you know, and optimizing your bidding differently than maybe you know, maybe you did right out of the gate. So there’s you know, you know, did Max’s you know that sort of thing that help you figure out how to dial in the campaign.

So you might be reaching the right people and you might be driving driving new leads and but where we see the most success in situations like yours is where people have Okay. Now I have my Baseline and now I’m going to iterate on that. I’m going to make it better and the way I make it better as but you know, having the kind of control and and and optimizing the campaigns around, you know, certain types of inventory that showing up on maybe, you know, maybe you don’t need to be you know, in the 970 lady 250. Maybe you know, you’re getting the same kind of performance on some of the ads that cost you a lot less, right? So, you know being able to dial those things and give you that.

It was really you know, I think what sort of sets you apart, you know and drives, you know, and helps you to take your you know, maybe your cost per lead is you know X, right and and you know, this could be significantly below that with a few small tweaks. So anyway, and we see that we say that a lot we happen. We see it a lot. Yeah. Thanks Eric. This is a more back to the what we were talking about towards the beginning of this.

Account-based marketing, but can you kind of Define that more explain what exactly account-based marketing is?

I mean, I guess some shortage Martin your own account Todd. You want to go make a profile of a person right? I mean it’s looking at if you’re trying to sell into and I’ll just use like a like Oracle. For example, there’s you know, it’s going to be a large, you know, B to B type sale has a larger price point and has multiple people involved in the sales process. So you might have the person that actually is going to be using the product.

Managers it there could be ten ten different people involved in that sales process. So the company’s marketing identifies your largest best accounts and then within those accounts you try to find all the people who would be involved in that process.

So the Oracle example would be there are targeted viewers and you probably have maybe 10 or 15 different people that you would have in that account based marketing process and you have different tactics and messages for each one. Yeah, I think yeah, that’s right. I need and I like to sort of like to sort of describe, you know, the traditional marketing funnel, right? So, you know additionally what we have done in the past as we have said You know here or you know, the leads that we want to drive and we’re going to take those.

leads and we’re going to sort of filter out, you know hand-raisers, you know, and they make their way into the next stage of the process that are you know, you know people who have attended a webinar or you know, some other like sort of opt-in, you know interest based approach and then of those there’s a certain percentage of them that make their way further down into the funnel and now they’re in sort of a comparison, you know process and you know, maybe they downloaded a eBook Look or you know piece of content from you or you know, sort of, you know hand raised in a different way and then you know, of course, you know, then there’s you know, a little bit further down the funnel, you know, where they’ve sort of made some of their decisions and now they’re on the phone with you know with one of your with one of your sales reps before, you know, the ultimate clothes sort of so account-based marketing sort of flips that upside down and you sort of really like at the beginning.

You’re really what you’re doing is you’re you’re going You’re With the end in mind and you’re saying this is my perfect Prospect right that I’m trying to get in front of and it’s at this company and it’s got this job description and this role right that’s in the decision-making process and trying to get in front of that person or that, you know that small team of decision-makers and you know that that really when you start sort of with the end in mind and try to get in front of that person that’s you know, that’s much more again. I think jalali set it.

Who is sort of like profile Jordan?

I want example that was just fantastic and I don’t know what platform they’re using it while that goes looking for a new apartment and clicked on the website that a banner of the apartment follow me around for like a week. Then they started showing me the place I was looking at. All right, so that was you know, I could see in that like the place that actually seeing and then they started offering me escalating offers like so first is like month off there was like two months off and then now it’s two months off and $600 cash, right?

So they They somehow identified I was looking they’ve tied it to the thing that I was looking at and then they’re a little machine to started kind of hitting me stuff to the point where I was actually coming from the rep like I thought this lady’s like email is wants to emailing me. No, it’s just their reach their remarketing was really good and to them it makes sense for the average lifetime values what $30,000 a year or something. So it’s worth finding that person that took the time and came off the search result and make sure that you kind of are doing a good job of profiling following.51:05Well worth the money to them, you know, so.

Yeah, thank you.

So we can take maybe one or two more questions. So this is from Anthony. Can you guys kind of speak to exclusion based audiences and best practices for for that sizes and use cases and specifically as it relates to you know, what we have coming up down the road as far as email list audiences that me yeah.

Yeah, so I think this is where I mean, this is like one of the most effective ways to be able to serve dial in your campaign. Right? I mean, you know, if you think about it through the through the lens of email marketing you don’t just black. I mean well, you know 10 years ago. Maybe you did but you don’t just blast out to a hundred thousand people, you know and hope right you’re getting in front of the right ones, right?

So what you’re doing, well, I guess you could get black ball that way, but you can Do it probably wouldn’t recommend it. But what we’ve done since is we’ve said, okay. Well, we’ve gotten more sophisticated right as we’ve gotten more tools and places, you know, and we’ve got more, you know control over our campaigns we’ve been able to say okay, you know, there are certain auditor like certain audiences or certain segments or lists that we wouldn’t want to send an email to because it’s not relevant to them anymore or you know, maybe it’s based on age or some sort of iron.

And modeling or something, right? So we’re not going to we’re not going to talk to those people anymore because this isn’t going to serve them. Well, you know, I’m going to have a different offer for a different time that that’s going to be relevant to them, but I’m not going to send that this particular offer to them today. And so that’s the same thing here right in you know with you know with terminating you are able to say, okay. These are people that are you know me.

I’m trying to think of a good example like, you know, these are people that have visited by website, but they’ve not yet, you know converted or if they have converted, you know, I obviously I want to be able to you know place a burden pixel and you know, exclude those people because I want to send them something completely different right? I’m going to exclude him from from offer a to try to get them to buy because I’ve already bought but you know now what I’m going to do is I’m going to come in and I’m going to say, you know to the people that already bought I got an audience for them. I’m going to send them.

Different maybe it’s a warranty programmer. It’s after-market upsell offer or something else.So being able to have the granularity of being able to say yes these these people that not these people for this particular offer gives you a lot of control and therefore, you know, you know really makes your campaigns a lot more efficient you’re wasting less money right on stuff the that you’re And frankly, you’re not annoying people, right? Because if you’re sitting somebody the wrong message, you know, that’s not relevant to them.

You know, it’s just a turn-off and so, you know, when we’ve all been sort of played by that, you know, and the idea that we preach here is saying, you know, you know, let’s make sure that we’re getting in front of the right people, you know with the with the right message at the right time because an example of this this webinar, so some of you would have seen if you’ve logged in and you’re already customers are going to see an offer for Up to five thousand dollars matching at credit. If you’re new, you’re going to see how forfor a hundred dollars right? And so we’ve we’ve done that not that we won’t help people there at spends in the you can talk to us about that. But it’s that we don’t want to waste the ad Budget on the activity that is designed to drive people through and get them active when the one that’s designed to introduce it the first time right? It’s a little bit different message. Actually, we have different teams that handle different things. So we want to send me a note.

Don’t want to glossary with the same thing doesn’t make sense. So in that case we use an exclude list of people cookie that I’ve been inside the dashboard, right? So if you’ve come through and you’ve used us, you’re going to see a different set than the new person you kind of see it as you’ll see it as you’re surfing around you’ll see our ads and they should be kind of match up to where you’re at. So being in the decision processing your decision process. Yeah, that’s right. And and that’s actually like sort of a good segue. I think.

Yeah, so we we we talked a lot You’ll know this if you talk to anybody here or if you’ve listened to any of our webinars or seen any of the case studies that we did we talk a lot about testing we talk about testing because that’s really the only way to sort of maximize, you know, the opportunity that you have right? Whether that’s driving more leads, you know closing more deals, you know, increasing your sales, you know squeezing out, you know inefficiency and being more efficient with them.

Dollars that you’re spending because we’re all sort of, you know in that place like we have we have to do it with data and testing and results. So one of the things that we did and I don’t know where the slide is there Kathleen, but one of the things that we did is Jalal and I were talking, you know, I don’t know couple months ago probably at this point, especially when all this stuff was happening with covid-19. We just said, okay.

Well, you know, we kind of have to back that up a little bit, you know, we have to like we’ve been preaching like Test test test and then we’re not giving people the ability to you know, we’re not really helping them any other we’re giving them advice, but we’re not helping them like putting our money where our mouth is I guess for lack of a better word. So what we what we decided was we’re going to start doing a matching program in this matching program.

Basically, it’s so it’s up to a million dollars in free advertising with the AI lab And so what we do is we basically if you go to perfect audience like I’m Sachi match, what we’ve done is we set up like this, you know program that will match your campaign up spend up to five thousand dollars.

So very simply, you know, you spend $5,000 on a campaign and you know in a month, you know, and then we’ll come along and we will match that with another $5,000 and what that does is it basically, you know, I mean you can You know sort of see how it works, right? I mean, we actually cut your budget in half and hurt.

Well cut your risk allows you to be able to test new things New Opportunities, you know, your one dollar goes twice as far so, you know, especially in sort of this time where you know, everybody’s budget sort of, you know been affected, you know over the last couple of months, you know, we felt like this was sort of a way for us to say look, you know, You take take a little bit more of a risk go and test some things that you maybe wouldn’t have otherwise and we’ll help you, you know by taking, you know, the campaign and essentially again cutting and cutting it in half. So you have to kind of close that out there because so basically the you can you don’t people are always asking how much do I need to spend on this? Right? What’s the minimum? There’s no minimum. We want to work with we want to help you get that funnel working right? Where are you sending click through and it results in.

Avenue at the other end and so we’re doing the AI lab is in I get annoyed. There’s a I such an overhyped thing. Everybody’s doing it. This is take your business that is sort of working or maybe you have a funnel that is working and you want to grow it right? Let us plug it in the system Eric’s giving you the ad budget to test it out. Right all the training algorithms if you’re well, it it kind of working and then we just come behind and we just we have a series of tools. We have a team of people. We’re trying to drive more.

Versions for you, right? We want the end result to be bigger and we want you to add dollars go further and that’s all there’s no catch. You don’t charge you for anything. There’s not like a minimum. We’re just looking for people that kind of have got their funnel sort of refined. They want to grow they want to scale the daily volume a way that’s possible for him. That’s kind of where we’re offering with us. So like markers are it’s a great opportunity. If you if you want to get behind the scenes a little bit and really understand and get some growth this year.

Here this would be a good opportunity for you. Yeah, if you’re interested in checking it out right now, I’ve dropped the link in our chat box. So you can just click on it through there and visit our our landing page for that. And also we have some more great content coming up in a couple weeks and I’m going to let Todd kind of introduce you guys to our next topic. Yeah two weeks from now June 4th will have our next webinar and actually perfect audience in a sent to have joined together.

Other to do a research study on programmatic advertising and we really wanted to do the you know do the research now in this current economic state is kind of see, you know, what’s the data? I mean the data six months ago is not nearly as relevant as the data. We just collected and so we just we just close that survey. And so we’re tabulating the results right now and we’ll have research to share on June 4th.

I think some tests and case studies again that will align with the you know, helping to take maybe the research, you know, the research is great because it tells you like what other people are doing, but then we’re going to like take the next step and get some practical tips and advice on you know, how you can make adjustments to your program based on the research. Yeah, if you guys want to if you’re interested in that you want to go ahead and register so they don’t forget. I’ve just dropped the link in the chat as well.

So both of those links are there for you guys and of course Go ahead and throw any last-minute questions in the chat. We always do a follow-up question question and answer session after every webinar on the following Monday, so we’ll get to any questions that we didn’t get to today on Monday and we’ll e-mail that out to you guys as well as well as a recording of today’s webinar, but I just want to thank everybody for joining us today. We had a great amount of Engagement lots of great questions.

I know everyone on the panel L enjoyed you guys today and being here, so we just want to thank you guys and thank you everybody on the panel. Jalali Erik Todd and Andrew. Thank you guys so much for all of your knowledge time. You’re welcome. All right. See you next time. They are great day. Hi.

All right.

<a href="https://blog.perfectaudience.com/author/kathleen/" target="_self">Kathleen Davis</a>

Kathleen Davis

Digital Marketing Coordinator - Perfect Audience: Kathleen is an enthusiastic marketer experienced in marketing automation, campaign management, and digital analytics. She's previously worked on direct mail campaigns, spear-headed lead generation efforts, and managed a team of interns at SharpSpring.
Post tagged with: A.I., Jalali Hartman, Todd Lebo, Webinars

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