Retargeting is all around us. The big brands like Amazon have been doing it for a long time, and now mom and pop shops are doing it locally. The reason it’s AWESOME that local businesses are doing it is because:
– Clicks are cheap for retargeting campaigns.
– It’s AMAZING for branding.
I was recently explaining retargeting to one of my friends and told him to go to one of my clients sites. He then called me a few days later and said the ads follow him everywhere and he can’t get the brand out of his head.
If you’re an agency you most likely know what retargeting is.
You visit a site -> The pixel installed on that site captures your visit -> You see ads for that brand follow you around
The way to take this a step further is to separate it by time. I learned this a while back from the great Jon Loomer. They guy is a genius with Facebook ads. The concept is simple.
Day 1-3: Show Ad 1
Day 4-6: Show Ad 2
Day 7-9: Show Ad 3
Day 10-12: Show Ad 4
Day 13-15: Show Ad 5
There are a few reasons we want to do this:
– Ads get stale so we want to make sure we put a new ad in front of them every few days.
– Their buying journey changes. Maybe at the beginning they are HOT and you want to put an irresistible offer for day 1-3. Then as time goes on, you want to educate them a bit more before putting another offer in front of them.
– Like the 2 reasons I mentioned above, it’s cheap and great for branding.
Think about it for local clients. Let’s say I visit my local plumbers site. I probably need help soon or within a few days. A sample campaign could be:
Day 1-3: 10% Off Discount ad
Day 4-6: Tips When Choosing a Local Plumber article ad
Day 7-9: Behind the scenes with the owner
Day 10-12: A testimonial ad
Day 13-15: Another offer ad
These ads could go on and on. And we can even exclude people that convert so they don’t see the ads anymore. But for local businesses there isn’t any harm in showing these even to customers. Because it’s great for branding. Plus the business isn’t “selling” in each ad. Some of the ads are pure educational. I’ve work on campaigns where we build out a time funnel for 90 days.
Even if a client doesn’t want to run a Google Ads or Facebook campaign they should run a retargeting campaign because this taps into their existing traffic. So if you are killing it by getting them a ton of traffic, think about adding a retargeting campaign to the mix. And again, the cost per click is usually very low so it’s a cheap way to get leads and help with branding.
If you think your client might be interested in this, then let’s chat. We run these campaigns for many clients and can setup everything. Also you can check out our pricing here.