Holiday Marketing Challenge Day 10: Play Holiday Music in Your Store
November 13, 2015
Holiday Marketing Challenge Day 11: Gift Certificate Displays
November 16, 2015
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Create Your First AdRoll Facebook Retargeting Audience

In this article we will present step by step instructions for creating AdRoll audiences from your website. Audiences are an important part of the capture, engage and retain marketing process and the personalizing of ads for visitors to specific pages on your website. Today we will be building an audience for one of our clients, Abundant Living Gallery, and publishing ads specifically for that audience! If you follow these instructions you will be empowered with the the knowledge to EASILY and COST EFFECTIVELY capture, engage and retain customers and clients.

This article is part of a three part series, if you are unfamiliar with retargeting or AdRoll please do click the link below from November 10 for a primer;

By the end of the day on Monday November 16, 2015 you will have acquired enough knowledge and become empowered to spend as little as $25 per week with guaranteed results using the AdRoll service. No more boosting Facebook posts with ZERO sales or bottom-line results, spend your advertising dollars in a space that connects with relevant and targeted audiences. Personally and professionally I refuse to accept “It’s too complicated” or “I do not have time” as excuses to not investigate this proven strategy …

“Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty… I have never in my life envied a human being who led an easy life. I have envied a great many people who led difficult lives and led them well.” ~ Teddy Roosevelt

… for a few minutes of your time or a few dollars to your marketing or ad agency, you will get immediate and impactful results!

What is an Audience?

Simply stated, an audience are visitors to specific pages on your website. Last week we gave the example of an HVAC company where we defined audiences for heating (furnaces) products and services.

superior-all-visitors* All Visitor Audience: This audience will include EVERYONE that has visited your website. Brand building and “lost leader” advertising are examples of types of ads to display to an all visitor audience.

 

cooling-services-audience* Cooling Services Audience: This audience will only include people that have visited any page with “/cooling-services” in the URL. The Superior Comfort website has a structured taxonomy (homepage->category->subpage), any visitor to any page in the “Cooling Services” category is eligible for cooling services ads. Obviously, November in Michigan is not the time to advertise air conditioning HOWEVER by defining this audience early, we will have an audience of 90 days worth of visitors when the season arrives (pretty cool, huh?)

 

heating-services-audience* Heating Services Audience: This audience will only include people that have visited any page with “/heating-services” in the URL. Any visitor to any page in the “Heating Services” category is eligible for heating service ads. November in Michigan is near the beginning of the cold winter season, so we can publish ads for Furnace Maintenance, Furnace Sales, Furnace Repair, etc.

Case Study and Example: Online Retail Gift Shop

Today, we will be demonstrating a real life example for an online retail store, Abundant Living Gallery, that specializes in unique one-of-a-kind Michigan gifts and art. The audience we will be creating will be called “$25 and Under”. The audience will be built utilizing supporting social media, SEO and PPC strategies to drive qualified traffic to a targeted landing page, then capturing those visitors into our audience and subsequently displaying retargeted ads to those visitors.

Our Landing Page – Click Here for $25 and Under Gifts

Abundant Living Gallery, $25 and under Michigan gifts

Step 1: Build Your Campaign

We will create a campaign for “$25 and under” merchandise in our Abundant Living Gallery AdRoll account. Refer to our article from last Wednesday, click here to read about Campaign setup.

Step 2: Identify and Build Your Audience (or Segment)

When setting up the campaign and prompted for audience, we will create a new audience dedicated to ONLY visitors of a specific page. That page is our $25 and Under category gift page (not the individual products but the category page), see the landing page – Click Here for $25 and Under Gifts.

25 and Under Michigan Gifts Landing Page

Step 3: Build and Publish Campaign, Ad Group and Ad

Next we will configure and publish our ad for the $25 and Under audience. Below is the ad that we have designed and published.

$25 and Under Michigan Gift Ad

Step 4: Top of the Funnel, Acquire Visitors via Paid Social Media, PPC and Organic Traffic

Retargeting, by definition, requires that you already have visitors to your website. That said, we need to acquire RELEVANT and TARGETED visitors to our website, more specifically to targeted pages within our website.

Step 5: Publish Facebook Ad, Share Ad Socially

For simplicity, we are publishing a Facebook post on the Abundant Living Gallery business page. We will create a series of boosted posts and ads to capture and engage our RELEVANT and TARGETED audience. Note below we are using the new Facebook Photo carousel with multiple pictures as a vehicle for giving consumers extra incentive to click the article link (remember, the article link click is what we are after).

Facebook Boosted Post for Abundant Living Gallery

Step 6: Watch the Magic Happen!

Okay, here is what we have accomplished;

  • Clickbait – Facebook Post with article link – CHECK
  • Custom Audience – Capture audiences that land on the $25 and under page – CHECK
  • Campaign & Ad Creation – Creation of ad campaign for retargeting the $25 and under audience – CHECK

What’s next? Sit back, and capture, engage and retain your visitors that are searching for $25 and under gift ideas for the holidays. Any good advertising campaign will require some maintenance, changing (splitting) the ads and keeping fresh ads in the rotation. Our $25 and under audience is good for 90 days, so we have 90 days to give RELEVANT and TARGETED visitors incentive and reasons to visit that one specific page.

Step 7: Next Steps

There is a lot more to marketing and advertising than presented in our brief 3 day series. That said, however, we have provided all the necessary components to creating a digital sales and marketing funnel!

  • Top of Funnel Activity – Social media promoted posts and ads serving as clickbait for relevant and targeted audiences.
  • Middle of Funnel Activity – Retargeting to keep previous visitors to your website engaged.
  • Bottom of Funnel Activity – Retargeting works great as a bottom of the funnel strategy. Using targeted ads, specialized campaigns and clear call-to-action, and citing our example in this article, you can create targeted ads to take advantage of the capture and engage strategies in the top and middle of the funnel activities.

Thank you for taking the time to read this article and series, we hope it was helpful. If you have questions or comments please do not hesitate to drop us a line or leave a comment below.

 

Michael Lucy
Michael Lucy
Michael Lucy is an avid digital marketer with a deep rooted passion for anything and everything involving technology. From programming to SEO to PPC to remarketing to programmatical advertising, Michael loves to keep current with technology, sharing knowledge and collaborating with other like minded digital marketers.

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