#TBT – Best Ad of the 20th Century | Advertising Headlines
December 10, 2015
Why Mickey Mouse and Infants are Smarter than Marketers?
January 6, 2016
Show all
Facebook Retargeting for Dummies

Facebook Retargeting, Retargeting in General is Not a Simple Subject

All digital marketers, digital advertisers and social sellers understand and appreciate the value of retargeting, well it is my hope that they all understand and appreciate it. That said, it takes a very (and I mean VERY) special skill to convince and sell retargeted advertising. In reality, most marketing and advertising agencies sell retargeted ads as part of a more comprehensive marketing and sales process (a sales funnel, or as well call it a micro sales funnel), we do and most reputable agencies do as well. Agencies may package it up and call it by another name, “middle-of-the-funnel strategy” for example, however retargeting by any other name is still just that, retargeting!

Even when you package retargeting into a bundled media buy, inevitably marketers are asked;

What exactly is Retargeting?

My response was historically;

You know those ads that follow you around the internet?

Well, the social media landscape has changed the entire retargeting game, now retargeted ads are more personal, more targeted and advertisers know a whole heck of a lot more about the people we are retargeting to. For starters, here is a simple and hopefully easy to understand and follow analogy of Facebook retargeted ads!

Facebook Retargeting Made Simple

Facebook Retargeting – The Low CPC, CPM is MADDENING

Why is it maddening? Well, every single person, company and organization I work with, after experiencing “middle-of-the-funnel” retargeting is MAD, they are MAD that they have not been convinced to implement and use the strategy and tactics a long time ago. The WHOLE entire inbound game, the entire social media marketing game and the entire inbound game is, MOVE PROSPECTS TO THE MIDDLE OF THE FUNNEL AS SOON AS POSSIBLE. Here are just a few of the reasons for this objective;

  • Captive Audience – The consumer has already shown interest, now you just have to change up the drink and figure out why they are interested
  • Trust – Let’s face it, inbound and social is “trust poor”, many times consumers are clicking through on links from brands and companies that nobody has ever heard of BUT the fact they clicked means they have seen you before, credibility and reputation is starting to be built.
  • Lead Nurturing – Retargeting is the touchpoint that puts an interest based consumer on a trajectory to intent based (intent to PURCHASE)
  • Cost of Acquisition – Once you get through more expensive (yet still reasonable) top-of-the-funnel CPC, the costs of CPM (cost per thousand impressions) and CPC (cost per click) are FRACTIONS of what they are at the top-of-funnel

Thanks for taking the time to read this article, I certainly hope that you enjoyed it, found a little entertainment value and maybe learned something. It’s not my objective or goal to “sell” anyone on retargeting, I feel it’s much more important to introduce the value in casual professional conversation. If and when the time comes for someone to take a deeper dive, I want to be on the front lines to help those people. Have a GREAT day ~ Mike

Michael Lucy
Michael Lucy
Michael Lucy is an avid digital marketer with a deep-rooted passion for anything and everything involving technology. Michael has owned and operated 3V for nearly 8 years - AND - has now taken the knowledge and experience acquired over that period and has started an insurance and financial services brokerage (https://leavealegacynotdebt.com).

Leave a Reply

Your email address will not be published. Required fields are marked *

CommentLuv badge

30 Days of  Digital Mastery Content

Facebook

Twitter

3V: BUILT IN DETROIT WITH PRIDE

Subscribe Here - Lead Generation, #SocialSelling & Digital Sales Tips

THANK YOU

FOR SENDING!

30 Days of  Digital Mastery Content

Facebook

Twitter

3V: BUILT IN DETROIT WITH PRIDE

Subscribe Here - Lead Generation, #SocialSelling & Digital Sales Tips

THANK YOU

FOR SENDING!

30 Days of  Digital Mastery Content

Facebook

Twitter

3V: BUILT IN DETROIT WITH PRIDE

Subscribe Here - Lead Generation, #SocialSelling & Digital Sales Tips

THANK YOU

FOR SENDING!

CONTACT US