MONEY IS TALKING
RETARGET LIKE A PRO
THE TALK PLAN
#1. About Retargeting and the Power Editor.
#2. Introducing Perfect Audience.
#3. Hack your Retargeting with...
GLOSSARY
REAL-TIME BIDDING: a real-time auction process
where people bid against thousands of platforms to
win an individu...
ONE LITTLE STORY
#1
ABOUT RETARGETING AND
THE POWER EDITOR
WHAT IS RETARGETING
TOP OF THE FUNNEL (TOFU)
People who visit pages related to content rather than your product.
SEGMENT VISITORS BY FUNNEL ST...
facebook.com/ads/manage/powereditor
RETARGET YOUR WEBSITE VISITORS
WITH A CUSTOM AUDIENCE ON FACEBOOK
#1. Go to the audience tab and create a custom
audience....
THE IMPORTANCE OF TIMING
RELEVANCE IS THE KEY TO CRAZY
ROI ON FACEBOOK
TRACKING PERFORMANCE
CREATE A CUSTOM PIXEL AND USE IT IN YOUR ADD
SAVE TIME WITH BULK EDITING
HOLD DOWN THE SHIFT KEY AND UPDATE THE SETTINGS ONCE
SCRAPPING AND TARGETING WITH FBID
THERE IS MULTIPLE PLACES WHERE YOU CAN FIND AN FBID
RETARGET YOUR MAILCHIMP LISTS
HOW TO CREATE AN AUDIENCE FROM A MAILCHIMP LIST
CONTENT MARKETING
CAN BE A TERRIFIC WAY TO KNOW WHEN TO RETARGET
YOU CAN ONLY DO PAGEVIEW-
BASED RETARGETING, NOT EVENT-
BASED RETARGETING.
#2
INTRODUCING PERFECT
AUDIENCE
PERFECT AUDIENCE
TRACK USERS BASED ON PAGE VIEWED AND ACTION FIRED
#1. Reach lost customers everywhere with Easy
Cross-Dev...
RETARGET ON TWITTER
GET MORE SALES BY RETARGETING LOST VISITORS ON TWITTER
ON DESKTOP AND MOBILE
RETARGET ON DISPLAY
LETS YOU RETARGET LOST CUSTOMERS ACROSS ALL MAJOR
DISPLAY EXCHANGES WITH EASE
#1. INSTALL THE SITE TRACKING TAG.
#2. CREATE A RETARGETING LIST.
#3. CREATE A CONVERSION GOAL.
#4. CREATE SOME ADS.
#5. C...
HOW TO CREATE A FACEBOOK AD
WITH PERFECT AUDIENCE
#1. MANAGE >> CREATE AD.
#2. SELECT THE FACEBOOK AD TAB.
#3. FILL THE FO...
HOW TO CREATE A NEWSFEED CAMPAIGN
WITH PERFECT AUDIENCE
#1. CONNECT YOUR FACEBOOK PAGE.
#2. CREATE A NEWSFEED AD.
#3. SUBM...
HOW TO CREATE A BANNER DISPLAY AD
WITH PERFECT AUDIENCE
#1. MANAGE >> CREATE AD.
#2. SELECT THE BANNER TAB.
#3. FILL THE F...
NOW YOU CAN CREATE A CAMPAIGN
WITH PERFECT AUDIENCE
CONNECT YOUR GOOGLE MERCHANT ACCOUNT
WITH PERFECT AUDIENCE
THE PERFECT AUDIENCE API
TRACK USERS BASED ON TIME ON PAGE
$(document).ready(function() {
window._pq = window._pq || [];
v...
THE PERFECT AUDIENCE API
TRACK USERS WHO HOVER OVER SPECIFIC PAGE ELEMENTS
$(document).ready(function() {
window._pq = win...
THE PERFECT AUDIENCE API
TRACK USERS WHO CLICK SPECIFIC PAGE ELEMENTS
$(document).ready(function() {
window._pq = window._...
THE PERFECT AUDIENCE API
TRACK USERS BASED ON REFERRER
$(document).ready(function() {
window._pq = window._pq || [];
if (d...
CREATE YOUR DYNAMIC ADS
WITH PERFECT AUDIENCE
RETARGETING BEST PRACTICES
WITH PERFECT AUDIENCE
#1. A/B TESTS YOUR ADS. (CTR AND CONVERSIONS)
#2. KEEP YOUR ADS UP TO DAT...
#4. TARGET / EXCLUDE CORRECTLY TO AVOID TO LOSE MONEY.
#5. KNOW YOUR SALE CYCLE ESPECIALLY FOR E-COMMERCE
STORES.
#6. TRY ...
#9. CREATE A “SHOPPING CART LIST” AND AN “ORDER
COMPLETE LIST” TO RETARGET PEOPLE WHO ADDED
SOMETHING TO THEIR SHOPPING CA...
BLOCK INEFFICIENT DOMAINS
THAT ARE NOT PERFORMING WELL FOR DISPLAY ADS
SOME IDEAS ABOUT RETARGETING
YOU CAN DO WITH PERFECT AUDIENCE
#1. ABOUT PAGE -> 15-minute, one-on-one
consultation.
#2. PR...
RETARGETING ADS ARE EXTREMELY
EFFECTIVE, BUT ONLY IF YOU’RE
DEDICATED TO CONSTANTLY
IMPROVING THEM.
USE ONLY ONE RETARGETING
VENDOR PER RETARGETING
CHANNEL SO THAT YOU DON’T
COMPETE AGAINST YOURSELF AND
ARTIFICIALLY DRIVE ...
ONE LAST THING, YOU CAN ALSO
RETARGET BY EMAIL.
AND REMEMBER THE MOST
IMPORTANT QUESTION, WHAT IS
THE TRUE COST OF ACQUIRING ONE
CUSTOMER?
perfectaudience.com/tutorials
TO LEARN MORE, CHECK EPISODE 8
ON GROWTH HACKER TV WITH
BRAD FLORA
MORE MARKETERS NOW DEDICATE OVER
HALF OF DIGITAL BUDGETS TO
RETARGETING
#3
HACK YOUR RETARGETING
WITH CONTENT MARKETING
INCREASE THE RELEVANCE OF YOUR
ADS BY KNOWING WHAT YOUR USERS
ARE INTERESTED ABOUT.
EXAMPLE WITH ROADSTR
RETARGETING PEOPLE BASED ON THE BRAND THE LIKE
WRITE AN ARTICLE ABOUT
THE BEST FORD
MUSTANG
VISITORS ...
THANK YOU
QUESTIONS?
L'art du Retargeting - Julien Le Coupanec, Growth Hacker chez TheFamily
L'art du Retargeting - Julien Le Coupanec, Growth Hacker chez TheFamily
L'art du Retargeting - Julien Le Coupanec, Growth Hacker chez TheFamily
L'art du Retargeting - Julien Le Coupanec, Growth Hacker chez TheFamily
L'art du Retargeting - Julien Le Coupanec, Growth Hacker chez TheFamily
L'art du Retargeting - Julien Le Coupanec, Growth Hacker chez TheFamily
L'art du Retargeting - Julien Le Coupanec, Growth Hacker chez TheFamily
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L'art du Retargeting - Julien Le Coupanec, Growth Hacker chez TheFamily

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Savais-tu que 97% des gens visitent en moyenne 5 fois un site internet avant d'acheter ? Les plus grands comme Amazon, Cdiscount, La Redoute etc. utilisent le retargeting. Mais il faut savoir aussi que ce type de publicité est également adapté aux plus petites structures puisque le budget de la campagne est à définir en fonction de tes attentes. Julien le Coupanec t'explique dans cette vidéo comment utiliser le retargeting comme un pro !

La vidéo : https://www.youtube.com/watch?v=BPVE3Ezjado

At TheFamily, we believe that anyone can become a great entrepreneur. Find more info here: http://www.thefamily.co/

Par Julien Le Coupanec, Growth Hacker chez TheFamily - http://twitter.com/@lecoupa

Publié dans : Marketing
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L'art du Retargeting - Julien Le Coupanec, Growth Hacker chez TheFamily

  1. 1. MONEY IS TALKING RETARGET LIKE A PRO
  2. 2. THE TALK PLAN #1. About Retargeting and the Power Editor. #2. Introducing Perfect Audience. #3. Hack your Retargeting with Content Marketing.
  3. 3. GLOSSARY REAL-TIME BIDDING: a real-time auction process where people bid against thousands of platforms to win an individual impression. RETARGETING is REMARKETING. OCPM: Optimized Cost per mille.
  4. 4. ONE LITTLE STORY
  5. 5. #1 ABOUT RETARGETING AND THE POWER EDITOR
  6. 6. WHAT IS RETARGETING
  7. 7. TOP OF THE FUNNEL (TOFU) People who visit pages related to content rather than your product. SEGMENT VISITORS BY FUNNEL STAGE FROM THE TOP TO THE BOTTOM MIDDLE OF THE FUNNEL (MOFU) People who visit pages related to your product but only at a high-level. BOTTOM OF THE FUNNEL (BOFU) People who visit pages related to decision making, such as case studies and a pricing page EBOOK (LEAD) CASE STUDIES REQUEST DEMO
  8. 8. facebook.com/ads/manage/powereditor
  9. 9. RETARGET YOUR WEBSITE VISITORS WITH A CUSTOM AUDIENCE ON FACEBOOK #1. Go to the audience tab and create a custom audience. Select Website Traffic. #2. Insert the pixel code on your website. #3. Target your website traffic and name your audience.
  10. 10. THE IMPORTANCE OF TIMING
  11. 11. RELEVANCE IS THE KEY TO CRAZY ROI ON FACEBOOK
  12. 12. TRACKING PERFORMANCE CREATE A CUSTOM PIXEL AND USE IT IN YOUR ADD
  13. 13. SAVE TIME WITH BULK EDITING HOLD DOWN THE SHIFT KEY AND UPDATE THE SETTINGS ONCE
  14. 14. SCRAPPING AND TARGETING WITH FBID THERE IS MULTIPLE PLACES WHERE YOU CAN FIND AN FBID
  15. 15. RETARGET YOUR MAILCHIMP LISTS HOW TO CREATE AN AUDIENCE FROM A MAILCHIMP LIST
  16. 16. CONTENT MARKETING CAN BE A TERRIFIC WAY TO KNOW WHEN TO RETARGET
  17. 17. YOU CAN ONLY DO PAGEVIEW- BASED RETARGETING, NOT EVENT- BASED RETARGETING.
  18. 18. #2 INTRODUCING PERFECT AUDIENCE
  19. 19. PERFECT AUDIENCE TRACK USERS BASED ON PAGE VIEWED AND ACTION FIRED #1. Reach lost customers everywhere with Easy Cross-Device Retargeting. #2. Team up with marketers you know to retarget each other's visitors and acquire new customers. #3. Get more sales with Perfect Product Retargeting Bring back lost shoppers by showing them ads featuring the actual products they viewed.
  20. 20. RETARGET ON TWITTER GET MORE SALES BY RETARGETING LOST VISITORS ON TWITTER ON DESKTOP AND MOBILE
  21. 21. RETARGET ON DISPLAY LETS YOU RETARGET LOST CUSTOMERS ACROSS ALL MAJOR DISPLAY EXCHANGES WITH EASE
  22. 22. #1. INSTALL THE SITE TRACKING TAG. #2. CREATE A RETARGETING LIST. #3. CREATE A CONVERSION GOAL. #4. CREATE SOME ADS. #5. CREATE A RETARGETING CAMPAIGN.
  23. 23. HOW TO CREATE A FACEBOOK AD WITH PERFECT AUDIENCE #1. MANAGE >> CREATE AD. #2. SELECT THE FACEBOOK AD TAB. #3. FILL THE FORM AND WAIT FOR REVIEW.
  24. 24. HOW TO CREATE A NEWSFEED CAMPAIGN WITH PERFECT AUDIENCE #1. CONNECT YOUR FACEBOOK PAGE. #2. CREATE A NEWSFEED AD. #3. SUBMIT AND WAIT FOR THE AD TO BE REVIEWED.
  25. 25. HOW TO CREATE A BANNER DISPLAY AD WITH PERFECT AUDIENCE #1. MANAGE >> CREATE AD. #2. SELECT THE BANNER TAB. #3. FILL THE FORM AND WAIT FOR REVIEW.
  26. 26. NOW YOU CAN CREATE A CAMPAIGN WITH PERFECT AUDIENCE
  27. 27. CONNECT YOUR GOOGLE MERCHANT ACCOUNT WITH PERFECT AUDIENCE
  28. 28. THE PERFECT AUDIENCE API TRACK USERS BASED ON TIME ON PAGE $(document).ready(function() { window._pq = window._pq || []; var delayLength = 3000; setTimeout(function(){ _pq.push(["track", "User visited"]); }, delayLength); });
  29. 29. THE PERFECT AUDIENCE API TRACK USERS WHO HOVER OVER SPECIFIC PAGE ELEMENTS $(document).ready(function() { window._pq = window._pq || []; $('.demo2a').one('mouseenter', function() { _pq.push(["track", "User hovered"]); }); });
  30. 30. THE PERFECT AUDIENCE API TRACK USERS WHO CLICK SPECIFIC PAGE ELEMENTS $(document).ready(function() { window._pq = window._pq || []; $('.demo3a').one('click', function() { _pq.push(["track", "User clicked"]); }); });
  31. 31. THE PERFECT AUDIENCE API TRACK USERS BASED ON REFERRER $(document).ready(function() { window._pq = window._pq || []; if (document.referrer !== "") { var referringURL = document.referrer; if (referringURL.match(/^https?://([^/]+.)?google.com(/|$)/i)) { _pq.push(["track", "Came from Google"]); } } });
  32. 32. CREATE YOUR DYNAMIC ADS WITH PERFECT AUDIENCE
  33. 33. RETARGETING BEST PRACTICES WITH PERFECT AUDIENCE #1. A/B TESTS YOUR ADS. (CTR AND CONVERSIONS) #2. KEEP YOUR ADS UP TO DATE. (SOCIALLY RELEVANT AND KEEP HOLIDAYS AND SPECIAL EVENT IN MIND) #3. FOR YOUR CAMPAIGNS, USE AT LEAST 2-3 ADS, REVIEW THEM EVERY 7-10 DAYS AND REPLACE THE NON PERFORMING ONES.
  34. 34. #4. TARGET / EXCLUDE CORRECTLY TO AVOID TO LOSE MONEY. #5. KNOW YOUR SALE CYCLE ESPECIALLY FOR E-COMMERCE STORES. #6. TRY 21 DAY TARGETING WINDOWS. #7. SEGMENT EVERY PAGE OF YOUR SITE. (LIKE CATEGORIES) #8. GEOTARGET EFFICIENTLY. (IF YOU HAVE LARGE LIST) #9. DON’T SPAM PEOPLE. (NO MORE THAN 14 TO 18 IMPRESSIONS PER USER PER MONTH)
  35. 35. #9. CREATE A “SHOPPING CART LIST” AND AN “ORDER COMPLETE LIST” TO RETARGET PEOPLE WHO ADDED SOMETHING TO THEIR SHOPPING CART AND THEN BOUNCED. (+ FREE SHIPPING)
  36. 36. BLOCK INEFFICIENT DOMAINS THAT ARE NOT PERFORMING WELL FOR DISPLAY ADS
  37. 37. SOME IDEAS ABOUT RETARGETING YOU CAN DO WITH PERFECT AUDIENCE #1. ABOUT PAGE -> 15-minute, one-on-one consultation. #2. PRODUCT PAGE -> Countdown, available stock. #3. TESTIMONIES -> See what other companies are saying about us or strategies to upsell. #4. DOCUMENTATION -> Hey developer, this feature is going to save so much of your time.
  38. 38. RETARGETING ADS ARE EXTREMELY EFFECTIVE, BUT ONLY IF YOU’RE DEDICATED TO CONSTANTLY IMPROVING THEM.
  39. 39. USE ONLY ONE RETARGETING VENDOR PER RETARGETING CHANNEL SO THAT YOU DON’T COMPETE AGAINST YOURSELF AND ARTIFICIALLY DRIVE UP YOUR COSTS.
  40. 40. ONE LAST THING, YOU CAN ALSO RETARGET BY EMAIL.
  41. 41. AND REMEMBER THE MOST IMPORTANT QUESTION, WHAT IS THE TRUE COST OF ACQUIRING ONE CUSTOMER?
  42. 42. perfectaudience.com/tutorials
  43. 43. TO LEARN MORE, CHECK EPISODE 8 ON GROWTH HACKER TV WITH BRAD FLORA
  44. 44. MORE MARKETERS NOW DEDICATE OVER HALF OF DIGITAL BUDGETS TO RETARGETING
  45. 45. #3 HACK YOUR RETARGETING WITH CONTENT MARKETING
  46. 46. INCREASE THE RELEVANCE OF YOUR ADS BY KNOWING WHAT YOUR USERS ARE INTERESTED ABOUT.
  47. 47. EXAMPLE WITH ROADSTR RETARGETING PEOPLE BASED ON THE BRAND THE LIKE WRITE AN ARTICLE ABOUT THE BEST FORD MUSTANG VISITORS INTERESTED BY THIS BRAND READ THE ARTICLE RETARGET THEM WITH A ROADSTR PORSCHE AD ON FACEBOOK (BASED ON TIME ON PAGE) IF EFFICIENT, AUTOMATE THE LOOP
  48. 48. THANK YOU QUESTIONS?

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