Making the most out of your Fan ReTargeter campaign

Fan ReTargeting aims to increase the engagement between your audience and your Facebook presence.  Using the Max Method, you can capture and activate your most engaged users.

1. Capture your website’s audience and encourage them to be your Fans.
   Place the segment pixels for your Fan ReTargeting campaign on your website.  This will serve ads to your audience encouraging them to be a Fan of your brand on Facebook.
2. Capture your new Fans and activate them with your brand.
   On your Facebook Fan page, you can place our ReTargeter codes within an FBML widget.  Burn your fans from the Fan ReTargeting campaign, and capture them with a second segment pixel that will serve specific banners solely to your Facebook Fans.
3. Keep engaging your fans!
   ReTargeting your Facebook Fans generally results in higher CTRs, with the average being at .25%.  In other words, you’re now able to advertise solely to your most engaged audience.  Use this to your advantage and keep your users active with multiple creative sets and engaging call-to-actions.

A recent study done by Forrester Research shows that “88% of web buyers say that they have abandoned an online shopping cart without completing a transaction.” 88%!? That’s a lot of people adding items to their cart, and numbers like this can be very frustrating for an online retailer.

Well it’s time to stop letting shopping cart abandonment have the upper hand. Here are three basic elements that can be improved to reduce your shopping cart abandonment.

• Design - Poor design can greatly hurt the purchase experience for the consumer. Here are a few quick design tweaks that can help the overall process:

- Having a progress indicator on each checkout page

- Add thumbnails of each product within the shopping cart

- Make the ‘Next’ and ‘Finish’ buttons blatantly obvious

Additionally, check out this great post on creating a good user experience.

• ReTargeting - Using retargeting to bring users back to your website is a great way to battle shopping cart abandonment. This technology can show a brand’s ads solely to people who have committed shopping cart abandonment, encouraging them to go back and complete their purchase. When those darned shopping cart abandoners visit sites like Yahoo! or YouTube, and see an ad for your store, they’re gently reminded of all of the cool stuff and great prices that you offer.
• Follow-Up - As many sales people know, following-up is one of the most important sales tactics. If someone has submitted their contact information, but didn’t complete the purchase, send that person an email reminder of their pending purchase!

So what are you waiting for? It’s time to stop losing sales and to start winning the battle against shopping cart abandonment.

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If you haven’t heard by now, ReTargeter recently announced ReTargeting 2.0 - a suite of innovative products based around our ReTargeting technology.

One of our exciting new products is RTMail, lets you stay in front of your contact list after they open your emails, and works especially well with email marketing campaigns.

When testing this product, an online retailer who sells high-end baseball bats used RTMail to effectively add ReTargeting to their e-mail marketing campaign.  With slightly over 10,500 people opening their email, we were able to drive 150,000 impressions, with 326 clicks and 7 total conversions.  The average conversion was valued at around $200, putting the ROI at 280%.

Here’s a quick re-cap of the numbers:

E-Mail Openers: ~ 11K

Campaign Cost: $500

Impressions: 158,336

Clicks: 326

CTR: .206%

Conversions: 7

Purchase Price: $200

ROI: 280%

We’re very pleased to be able to release a new product that works so well in conjunction with e-mail marketing campaigns.  As e-mail marketing becomes a more used tactic by small-to-medium sized businesses (SMBs), adding RTMail to the campaign is a strategy that makes sense.

Contact us today to learn more about how RTMail can help your e-mail marketing campaign.

Display advertising is the biggest source of monetization for many publisher websites.  In an article written by Bloomberg.com’s Brett Pulley, “Revenue at Times Co.’s websites, including NYTimes.com, About.com and Boston.com., increased 20.5 percent to $94.3 million. Internet advertising revenue at the websites increased 19.8 percent to $50.4 million, mainly due to growth in national display advertising, the company said.”

With such a huge impact on the revenue of a news giant like NYTimes, it’d be interesting to see see exactly how people really feel about online advertising.  Check out our infographic below for a visual guide on some of the latest data in the online advertising industry:

Online Advertising and How People Feel About It

Branding is crucial for small-to-medium sized businesses (SMBs). Whether it’s the company’s name, logo, or tagline, branding helps position and differentiate SMBs against competitors. However, an SMB can have great brand elements, but if the brand isn’t scaled well, said business will have lots of trouble growing their client base.

A company’s brand serves as a psychological tool that makes its product memorable. A child who sees a splash of orange paint will instantly think ‘Nickelodeon,’ while a silver three-pointed star let’s adults know that they just saw an ad for Mercedes-Benz. But companies like Nickelodeon and Mercedes have been around for decades! How’s an SMB supposed to compete against brands that millions of people notice every day?

Simple – by connecting with its engaged audience!

Social Media:

Social media is a great way to engage with your audience at a low cost. Though there’s one caveat: don’t jump on a social media tactic without having a good strategy. If your audience is more active on Twitter than Facebook, then it doesn’t make sense to do a huge social promotion on Facebook. Also, make sure that all content that you post or tweet is legitimately helpful to your audience – offer deals, strategic advice, and industry insight.

Ad-Targeting:

Big brands are memorable because they advertise everywhere, and spend a lot of money doing so. Adidas pays top dollar to shower YouTube visitors with their impressions. SMBs however don’t have a big enough budget to advertise this way. With ReTargeting, SMBs can show their ads on sites like YouTube for a price point that’s within their budget. This is because ReTargeting only shows ads to the specific users who have visited the SMB’s site, and not to the millions of other people who visit YouTube and wouldn’t even care about the SMB’s brand yet.

Evangelize:

It’s been said that ‘the best products turn users into evangelists.’ Nike puts their swoosh on all of their products, while HootSuite’s owl can be seen on every Facebook post made through that client. Your clients use your product for a reason, so there’s no reason that they wouldn’t want to recommend it to other people who they know would benefit from it. Offering promotions that encourage your clients to evangelize your product is a great way to spread your brand to the right people.

For any company that’s ready to grow, brand scaling is a challenge that can be overcome on a tight budget. Check out our case study on Crowdcast’s use of ReTargeting to overcome this challenge.

Imagine being able to show your display advertisements solely to people who have shown interest in your brand.  This is exactly what ReTargeting does.  By having your banner ads follow your users throughout the internet, ReTargeting aims to:

• Increase your brand awareness
• Retain your website’s visitors
• Drive users throughout your conversion funnel

The key beauty to this technology is that it really is only serving banner ads to people who have shown at least some amount of engagement in your brand.  This makes ReTargeting a smarter spend than most other display ad campaigns as it focuses on your brand’s engaged userbase.  Even if other campaigns are demographically targeted, your brand’s ads will be much more memorable to your users if they are being ReTargeted.

A few concerns can arise, however, when your banner ads start following your site’s visitors.

• How do ReTargeted campaigns know who your visitors are?
• Will the ads overbear your users?

The absolute truth is that there is NEVER any transfer of personally identifiable data.  ReTargeting works by having you place one line of code on your site.  When a user visits your site, this single line of code drops a cookie onto the user’s computer, which starts the ReTargeting process and has your ads follow your visitors around the web.  Additionally, companies like ReTargeter follow best practices to make sure that your users never get inundated with your banner ads.

Some high-level ways to utilize this technology:

• In conjunction with any outbound email marketing that you may do, ReTargeting campaigns can place cookies on any user who opens your emails, effectively beginning the ReTargeting process for them.
• Additionally, there is a huge value in utilizing ReTargeting to encourage your users to convert throughout your freemium product’s funnel by displaying banners with different CTAs to people who have converted throughout different stages of your funnel.
• Lastly, you can target the people who have visited a specific product’s page on your site, and target them with ads to encourage them to learn more and purchase your product.  This is great for any company that sees a high amount of shopping cart abandonment for any of their particular products.

The value of advertising to your users via ReTargeting is definitely huge for building brand awareness, retaining visitors, battling shopping cart abandonment, and driving users throughout your conversion funnel.  With all of these benefits being set from ReTargeting, you can be sure that this form of hypertargeting  will deliver a tremendous ROI.