Optimized Ecommerce EP 074 – 4,000% Return On Investment: Copy Our Retargeting Strategy
Today on The Optimized Ecommerce Podcast, Tanner Larsson talks about retargeting and remarketing strategies that BGS uses with Facebook, YouTube, Google, and more to get MASSIVE profits. Don’t forget to subscribe and leave a comment or review on our Youtube Channel or check us out on Apple Podcasts! And while you’re there,
Welcome to Episode 074 of Optimized Ecommerce – 4,000% Return On Investment: Copy Our Retargeting Strategy. I’m your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
Here’s just a taste of what we talked about today:
- Retargeting Services We Use:
- Aside from tracking, retargeting will have the most dramatic impact on your conversions of anything you do.
- To leverage retargeting to the fullest you will have several different retargeting campaigns running at the same time…all the time.
- Retargeting will be used to improve your business in these 4 ways:
- Converting more visitors into prospects
- Converting more prospects into tripwire/front end sales
- Converting more customers into repeat purchases
- Launching new products/marketing complementary products
- Secondary benefit: enhanced branding
We choose pixels over emails.
- Pixels offer guaranteed exposure.
- Can’t hide from our ads.
- You can hide from our emails.
- This does not mean we don’t build email lists, but if we have the option of trying to get either an email address or a pixel, we’re gonna go for the pixel and direct to sale first.
- Can always get the email address later.
Start with a perfect audience.
- Best all around network to get started on.
- Can be tough to get initially approved.
- Allows you to build lists and retarget on the following networks:
- Facebook (right side & newsfeed)
- Web – Display Network
- Dynamic Product Retargeting
We also discussed a few other fun topics, including:
- How to get approved on Perfect Audience and how to run Perfect Audience ads for any website?
- Putting retargeting all together and maxing it out.
- Sequential retargeting and sequential setup.
- How to use retargeting to drive sales when you can’t run PPC ads for your product?
But you’ll have to watch or listen to the episode to hear about those!
How To Stay Connected With Tanner Larsson
Want to stay connected with Tanner? Please check out their social profiles below.
- Facebook Profile: Business.Facebook.com/BuildGrowScale
- Twitter Handle: Twitter.com/BuildGrowScale
- YouTube Channel: Youtube.com/user/windowsuccess
Also, Tanner mentioned the following on the show. You can find that on:
- Ecommerce Evolved by Tanner Larsson
Tanner Larsson 0:06
This is an amazing thing called remarketing evolve and it’s the secret to 4,000% ROI when you scale this out you can actually get stuff like that now is it always gonna be that it is no, but we have seen it that hi anybody you’re not comfortable with retargeting as a understanding how it all works. Alright so retargeting is a cookie based technology. So the cookies that you see back there, they digitally stuffed those into your browser, and they crumble and everything else. But they’re it’s a code that goes on your browser that tracks you all over the internet. actions are based and stored on your browser. Now if you have cookies disabled on your browser, retargeting doesn’t work, okay, but most browsers are cookie enabled. Because it so much the internet and depends on cookie stuffing. So the simple example is you go to a website, you look at a product, you don’t buy the product, Amazon does this and you go that Facebook or Washington Post or CNN or sports center or whatever. And that product is following you around the internet. simple concept, right? Stop legal stocking. So the thing is, there’s tons of different ways to retarget. And there’s services that you use. All right. Now most people only use Facebook. Okay, when I started retargeting Facebook, you could only kind of retarget on Facebook, it wasn’t even really retargeting at that point. So we had to go to these other services that were much more expensive networks at the time, and much more than they were a whole different animal. So Facebook was one of the last platforms I learned how to retarget on. And it was for a lot of you guys, it was the first platform you learn how to retarget on. So I had a different understanding of how to implement retargeting into a business than the way Facebook taught us how because we all learned, like, then learn a Facebook methodology. It’s limited to Facebook, right? whereas these other platforms, you were a web based tech, you know, where they had a network, kind of like AdWords. And so you had a different thought process of how it all can be utilized and how it could track and all kinds of stuff. So thing I want you guys to understand is we use a number of different retargeting platforms. Okay, why? Because we want coverage. Every time now, there’s a lot of overlap. But every time you add another network on, you increase your coverage. It’s like It’s like a Venn diagram, right? There’s a whole lot of overlap, but it by and large, it all gets bigger, right? So the retargeting platforms that we use are perfect audience perfect audience allows us to to retarget on Facebook, Twitter, and the web as well as mobile networks. Facebook allows us to retarget on Facebook, Instagram, and now they have their audience network. Ad roll allows us to target on Facebook and their network. Site scout allows us to target on their network. Google allows us to target on Google and their network as well as YouTube. Okay, now so that’s basically it’s five pixels that we drop five retargeting pixels on every page of our that we want to build a retargeting list on. So if I have like on the the final example, I was talking to you guys about where the landing page is the tail end on is the coupon, right? I’d be building five different via the exact same list on five different networks. Okay, so this, that would be a visitor that’s going to opt in to our site, right? So I would want to retarget that person to get them to opt in if they didn’t. So we would have an identical list on each of these different networks showing the exact same ad to these people all over the place. Does that make sense? Anybody lost on what I’m talking about? Okay, because only gonna get more complicated. Okay, so now aside from tracking, and I mean actual tracking, not your Facebook dashboard tracking, because that’s not tracking. retargeting will have the most dramatic impact on your conversions of anything you do. So if you’re not using it, start using it. How to leverage retargeting to the fullest. We have several different campaigns running at all times as we already kind of talked about this and so do you guys already doing this at the same time all the time. retargeting is not something you do once in a while. It’s something you set up and you let it run in the background every single day. How many of you guys have been retargeted? by me? Yeah, right How many of you guys have seen our Disney video? right the the smaller video bringing us the movie tangled. How about $3 conversions you know what I probably gonna get a cease and desist letter at some point from Disney. But you know what we wanted to try it.
Okay, retargeting will be used to improve your business and these four or five ways, converting more visitors into prospects. Alright, so people Then the opt in converting more prospects into tripwire and our front end sales, converting more customers into repeat purchasers. Right so retargeting is not just for the acquisition of a customer It can also be for the reengagement of an existing customer, getting them to buy something else. We have retargeting campaigns that are running that. We don’t ever send an email out that are showing them a product that they would never see if they didn’t see it as a retargeting ad. So it’s like it’s an actual marketing campaign to sell somebody a product. Just simply through retargeting as if it was an active traffic source because it is an active traffic source. So converting more customers into repeat purchases, launching new products and marketing complimentary products. A secondary benefit is that it allows for enhanced branding. Once you’re everywhere, and you’re always showing up. retargeting allows a small company to look really big. There’s nobody, they think, man if I’m seeing this everywhere, then everybody’s seeing this everywhere. Again, your consumers are not you your consumers don’t even know what the hell retargeting is. They just know they’re being stalked, right? So it works. There’s an $11,000 perfect audience campaign over the lifetime of the campaign $240,000 in conversion value, just through retargeting not counting through anything else and this there’s a couple different ways this works. But this is this and this is not even a well optimized retargeting campaign. This is one of those ones that we’ve set and forget forgotten, just let them get left in the background for a while. It does not take much to make this work. There are two types of conversions when it comes to retargeting. All right, and this is different. When you then direct traffic or paid traffic or any kind of like leverage traffic that you’re used to. The first type of conversion is a click through conversion. That’s the standard conversion we’re all used to. Okay, and it’s the least common type of retargeted conversion. So when some click through conversion is someone sees your retargeting ad, they click it and they go by pretty clear right sample straight. A view through conversion, is when somebody sees your retargeting ad, multiple times whatever, they see it and then later go back and buy the product or click the ad go somewhere else and then at some point, come back and buy the product, but the ad is attributed to increasing the sale because you can set a window of how long you want to track these view throughs to say, this retargeting campaign helped result in this sale, okay? So view through conversions will always be significantly higher than click through conversions. They’re both good things to have. Okay, so when we talk about like the statistics of how retargeting lists branded search and site visitation for 700% increase in site visitation over a four week period, they’re talking about view through conversions. And I think we’re gonna show you those stats again, but basically website visitors who are retargeted with display ads, which is what retargeting is all about display or video 70% are more likely to convert. Okay, this has the whole multiple touch point thing we’ve talked about. more times you touch and get in front of them, the more likelihood of conversions are going to go up. retargeted ads are also three times more likely to be clicked on than people who haven’t interacted with your business before. Again, these are just simple things that we know as to why we use retargeting. 26% of customers will return to a site through retargeting, and this is with poor retargeting. This is just generic blanket retargeting. And this statistic is actually based on brand retargeting where you basically just show them your logo, it’s not actually talking about what we do where we actually show the product. And then the biggest thing about retargeting is this display advertising banner advertising has been known to be just in the dumps in terms of click through rate which it is point 07 percent. retargeting ads on average have a point seven, click through rate. Again, you guys know my math sucks, but I do know that when you take the zero out of a decimal and move the other way closer, it’s a better number.
So that’s a huge, huge, huge, huge increase. And another reason why we love retargeting so much, so a few more stats just because I like to throw them at people 1,000% increase in branded search. 726% lift in visitation after four weeks of continuous retargeting exposure. And retargeting can increase conversion rates by as high as 147%. And this is not even tactical retargeting. This is just half assed basic normal retargeting, you just turn something on and it works. It’s very hard to have a retargeting campaign not be profitable, if you at least set it up correctly. And if you use sequential retargeting, which we’re going to get into, it’s very hard to have less than a, you know, 1,000% ROI on a sequential campaign. 80% of companies are doing it wrong. It may be more but it’s at least That they’re doing generic blanket retargeting. How many of you guys have ever been retargeted by Amazon for a product that you already bought? Yeah, like you already checked out like I had got this show me something else. Or my favorite one was a I think it was one 800 flowers was targeting me for Valentine’s last year Yeah, probably for Valentine’s Day in June or June or July, we had a screenshot somewhere. And it was still a Valentine’s Day retargeting ad. Come on, guys, like, how much money because you know, their blanket, they’re just throwing money at it, they don’t even pay attention. And you get companies like that all the time. Or you get companies that you go to their site. And they just retarget you with something that’s not completely unrelated to what you’re doing. Like when like the Legal Zoom example, or Legal Zoom, we were there. And they retargeted you for I had to do a will. But I was looking at an LLC, right? It’s not related, but they’re still getting success with it, because it’s still bringing that Top of Mind touchpoint marketing back into play. They’re also not tracking their retargeting effectiveness. They know what’s out there. They know what they know, they think it’s working. And they know they’re like, it’s more that, hey, I spent this much and I have this much, and things must be good, right? That’s not the way you run a business. It’s not the way you actually track retargeting. You have to be tracking everything in your business. Specifically, how your retargeting is working at each different point in the thing. They’re not leveraging multiple networks. So audiences are semi unique, right? So if this is Facebook, and that’s what that’s your where your audience lives on Facebook, right? Well, if we add perfect audience, now we have this. Okay, there’s a little bit of overlap, but we’ve just grown it. And then we add, add roll now are basically how we’re making a bigger ocean. So before I could only retarget you within this, this one ecosystem. But now when you if you extend into this ecosystem, which you do, because there are sites that are in this network that are not in this network, just make sense. So you’re basically increasing the size of your reach, you’re casting the bigger net, so you’re able to get in front of people in a wider thing. So a very simple that may not exist, like a hypothetical example would be. Let’s say you’re on Facebook, and you’re talking to Facebook and Instagram. All right, and you’re the person that you’re retargeting, they’re on Facebook, and they’re on Instagram, they see your ad, and then they type in eBay. Can you would you be able to follow them to eBay? No, you wouldn’t if you were on the Facebook network. But if you had also had ad roll, or perfect audience rolling, they go over to Facebook or to eBay. And you had built a list there, you hit that campaign would fire and boom, all of a sudden, that same ad they had just seen on Facebook would show up on eBay. Okay, and then let’s say they type in Huffington Post. And let’s say Huffington Post was in the ad roll network, but not perfect audience. So if you’re using these to you now had Facebook, you also had eBay, but Huffington Post was up here. So they went from here to here, you got them. But if they went to Huffington Post Next, you would lost them. Right. So the more places you show up in front of them, the better and you can use the exact same ad, or if you actually want to put the extra effort out, you can make different ads to make them even fresher, but still the same product, we typically use the same ad, because that’s a ton of ads. So it’s easy to just use the same creatives. And then not setting up sequential campaigns because, like what Casey and I were talking about just a second ago is that there’s a lot of work involved with setting these things up. And as you roll them out to multiple networks is even more work involved. But you know, like most good things, it takes time to put into place, but it’s well worth it. Alright, so the other thing is, pixels are worth money. Alright, this is something, this is more of a mindset thing. So we all know that emails are worth money, right? We talked about the value of an email subscriber. And people talk about how emails are worth $1 per subscriber. Now people say do you want to know the average email subscribers worth to an e commerce company?
Less than 30 cents. You know why? Because these commerce companies suck at email marketing. And they don’t do it. So But still, you so you know, everybody’s different. Every company can be different, but so like karmaloop you guys familiar with karma loop are big, big company. My buddy drew Senaki helped you to turn around on that company. And, you know, they’re like, Oh, we have this massive email list. And, you know, it’s worth this. You know, it’s like basically $1 per email and she was like, guys, you’re worth 19 cents an email. Let’s actually do the math. So they did the math on their company and their company was worth their emails were worth basically 19 cents. Because that’s all the value they were getting out of them. When drew was finished with them. They were getting about six bucks per email. Which is how the company turned around. So pixels are the same concept. Your pixels should have a valuation because if you think about it that way, you will actually emphasize their use and placement and you will care about how much attention you pay to them again, it’s a mindset thing. Same kind of thing, like Brent was talking about yesterday, right? You have to get your head wrapped around the concept of paying yourself. If you don’t do it, you won’t do it, right. It’s all a mindset thing. Same thing here. So the way you figure this out your sales from retargeting divided by the number of pixels that you have dropped, okay, not pixel code, but the actual pixels that have fired, so it’s the size of the retargeting lists, right? So in this example, was 282,000 pixels place, pixels fired, and sales from that were 240,000, meaning the value per pixel was 85 cents. So we know that for this, for this campaign for this business, that every pixel we place is worth 85 cents. So if we start treating the pixel as valuable to us, as we treat an email, it’s only going to get more value, we’re going to make more money from it, right? You guys getting the connection here as to why I’m beating this point, okay? Because it’s, again, mindsets, one of the hardest things you’re gonna have to deal with in business, because it’s easy to be like, Oh, it’s just a piece of code. It’s not that important. And you know, how many people how many of you guys have ever neglected setting up the perfect pixel placement in your Facebook pixels, like you didn’t, maybe you didn’t add the initiate Checkout, or you didn’t add the add to cart or you didn’t add the conversion, or you did just the conversion, but not the add to cart because you’re like I all I need is this. We’ve all done it, right? It’s that takes that extra little bit. But if you actually make it, the constant connection in your brain, how important they are, and that every time you screw this up, you’re basically throwing away 85 cents, if you’re treated a little bit differently. So again, to impress the importance of pixels, we choose pixels over emails. pixels offer guaranteed exposure. So if I have the choice, that I’m going to go after Pat, and I can get his I can get a pixel on his computer, or I can get as email. I’m going to take the pixel first, not because it’s easier to get, but because I can always go back and get the email later with retargeting. Okay, so if we have to choose. pixels also offer guarantee exposure. You can’t hide from me. If I’m retargeting you. Okay, why? Let’s think about this. So if I send you an email, where do you see the email? Only in your inbox? Only if you know what, because all of you guys always give out your best email when you subscribe to something, right? So it may not even be an email that you check, or your or to your PayPal email, it’s the one you only check when you buy something or whatever else right? So you’re it may not even see it. And then once you’re in your inbox, what do I have to compete with all the other emails that are in there. So now my subject line has to stand out. And then from there, you have to click on my subject line. And then you have to read my email or look at the pictures and then I have to get you to click the link all to get you to go to the page I want you to go to with the offer. Okay, email marketing isn’t sound that much fun when you look at it that way. It’s still very profitable. But what about retargeting? What has to happen? Can you hide from my ad? Tell? No, it’s right in your face. And what do you have to do to take the actual one click Okay, so whereas before It took four or five actions to get you to finally go to the page where I wanted you to go to retargeting in one action, you’re there. And you can make the same offer much more clearly, like that. This is why we’d rather have the pixel in place than the email because we can always get the email later. So this does not mean though, that we do not build email lists. But if we have the option of trying to get either an email address or a pixel, we’re going to go for the pixel and go direct to sale first. We can always get the email address later.
retargeting performs the same as better an email this is a was Kevin which company This was he marketers are one of the one of the big statistics company. So retargeting performs same as or better than email according to basically 91% of the companies that have been using it. So combining the two is very, very powerful. The other thing about retargeting is that it’s not just for re targeting. It’s also an on demand traffic source just like an email list. I can’t tell you how many times I’ve heard somebody say, Oh, we lost our new product. We sent out an email to promote it. Hey, did you hit your retargeting list too? What do you mean? Your retargeting list is a captive audience. So this is an Amazon product that we sold. And that it you can see it’s I think it’s like what is it Six 5am 4am something like that 4am 5am we turn the ad on it went it went live, I got the timing wrong, because I was East Coast pacific time, I just screwed it up. But still, we have to basically 121 units ordered from 4am to right about 8am. That was nothing but a one retargeting ad sent out on perfect audience to one list. So without no email, but at least we wind up selling a few 1000 units that day, on a brand new product that had nothing. So the point is not so much that you have to get on Amazon to but the proof is that you can do it there. But the reality is, this is a traffic source just like any other. So you need to think about it as a traffic source and leverage it as a traffic source. Not just as, Oh, they bounced off my page, I’ll retarget them. Once you’ve built this list, so let’s let’s just use the example. So for Bill Gross scale, you’ve all seen my free plus shipping book offer, right? Cool, so you land on that page. And if you don’t take the book, you’re gonna get retargeted, right? You’re gonna get retargeted for about seven days, there’s a series of ads, and then it’ll go a little bit longer. And then that’s about it. So now most people would say, Okay, my abandoned cart is done. The people who didn’t do anything, we’re done with them, right? They just let it sit. But that that’s also not gonna be my biggest audience, right? So why wouldn’t I want to take that audience and run promote another offer to them? As just as if they were I was as if I was targeting them as an interest? Well, you would, but nobody does that. Although, who was it? Who were just talking to someone that was saying that they? Oh, it was in in Scottsdale, Kenny, you were there? Who was the guy that we were talking to that said I was the abandoned. He was on stage with us. He had the 50,000 emails that he didn’t know what to do with. Yeah, so he had 50,000 emails. And he all of a sudden he’s like, Oh, shit, I can use these. What were they were his abandoned cart emails. It was a list that he built that he was able to launch like a multi six figure a month business. But he thought of them as just, Oh, these are my abandoned carts. I didn’t do anything with him. Then he realized, hey, I’ve got 50,000 emails that I can be promoting, too. I can do custom audiences with I can do all of this stuff. So it’s the same concept, right? Think about it as on demand traffic. Again, I prefer to start with perfect audience because it gives you the best all around coverage. Statistically, it has some of the best reach. But it’s so easy to leverage multiple networks, you might as well be doing it. But since most of you are not using perfect audience, I’m going to teach it this way. So again, you can go to perfect audience, and you can get $100 ad credit, or you can use that link and you can get $120 ad credit. But they do give it to you and it’s a credit to your account with your first campaign. I post supposedly it’s an affiliate link, but I’ve never actually gotten anything from perfect audience in the 10 years, I’ve been using links from them, so I don’t know what I actually get for it. But it does take you there. Now with perfect audience, it’s a it can be tough initially to get approved. Okay. Specifically, if you are like an info marketing company, or you’re a sales letter driven business or something like that, they’re they’re a little bit tighter on the approval process. There’s ways we’ll talk about that in a second. There’s ways to get around it, but allows you to build your lists and retarget on the following networks. Facebook, they break that up into both right side and newsfeed chickens selectively select which ones you want. They have the web Display Network, they have their Twitter display network. And now they also have their dynamic products retargeting network, which works similar to Google dynamic ads. So it’s another pretty cool thing you can set up in some order the Facebook dynamic campaigns as well. So how do you get approved, sometimes got to be a little sneaky.
That what they do check for our spoofing sites phishing. Are you are you doing the stuff that Facebook’s having the issue with right now, which is where you’re, they’re doing a link cloak with a delay and then pushing you to a porn site. They don’t like that kind of stuff, obviously, because they’re family friendly kind of thing. As long as you’re not doing that you’re fine. Fishing, I don’t think you’re gonna have a problem. Fishing, another kind of fishing. Probably more profitable. Totally. Okay, so you want to build segmented lists. So just some common you can segment however it makes sense for your business. But these are some of the most common segments in the come up in a online business. All right, so you have blog visitors now most people only segment simply by their blog. You should segment by the category within each blog. So if you have, you know, like the simple example would be digital marketer, right? They have three main categories to their blog. Well, they build out three different retargeting lists for each category, one for each category. Why? Because the people who are in those categories, they can now target them more tightly to whatever the offer is. So if you’re doing content marketing, make sure you’re building lists for that content marketing category. So you can actually say, Hey, I have an offer that’s going to appeal to anybody who wants to increase their conversions. Not everybody who’s ever been to my blog, you want to be able to target that way you can have multiple, multiple segmented campaigns running, squeeze page visitors, opt ins, prospects, abandoned carts, econ category view so they view a category on your ecommerce store. econ product view, obviously this is the most simple one specific product purchase. So we build a retargeting list for every different product that we have as well. So I can say, today I want to run an ad, I want to do a retargeting campaign, to everybody who’s ever bought our set of our rifle sights. Boom, I can have an ad out to all those people. Does it take more time to set up? Yeah, but how cool is that when you want to run an ad tool with all you have to do is click, you’ve already got the listing already built. It’s great. legwork up front rewards in the back. funnel path lists. So if you have a specific funnel in place, like we talked about yesterday, you have all the different lists for each step of the funnel. So you can do the targets and excludes all the way through review pageviews. So if you’re doing you know review page bridging over to Amazon, you can’t drop the pixel on Amazon, but you can drop it on your review page. And then video views. This one is super underutilized in the e commerce space. But if you have a YouTube channel and you set your AdWords account, you can get a Google remarketing pixel. Did you know that if you embed a YouTube video from your channel on a page, like an autoplay video or whatever, every time that video is played, that person is added to a list, it can be on your retargeting list. So if you have a YouTube video on your channel, now if you use that now in Click Funnels, this is something you guys need to be aware of in Click Funnels or YouTube or not YouTube or WordPress or whatever. If you how you can just put like a WordPress or clickfunnels, you can just paste the link in and it’ll automatically load the video that will not build your list, you have to use the YouTube embed code. Alright, so that’s it, we lost hundreds of 1000s of pixels learning that that we would have had because you use the YouTube embed code and that fires the remarketing pixel. So now anybody who watches like you say you have an unboxing video, or a review video for a product, or some kind of viral Li type video that people are really watching a lot of that showcase your product, every time that video is played. And the cool thing is, if anybody else embeds it, you still get the list. So you know, all these affiliate review sites or whatever we are rifle site, we have a video that gets pushed, all these sites are linking to it because it’s teaching people how to use offset sites. Every time that video gets embedded and played our list, it’s growing by like 1000 plus people a day simply by being on the YouTube network. And I can run an ad to all those people. And I can even target them specifically on how much of that video they watched. Not even having to do any special setup, I can set it up in the YouTube retargeting. Then you also have cool stuff like we have a YouTube ad that runs that when somebody comes to our channel for the first time says that they get retargeted with an intro video that says hey, thanks, thanks for checking out a video for the first time but what we actually call them out as being a first time customer or a first time viewer and explain what they’ve gotten, we give them an offer. You can do that all kinds of cool stuff on YouTube now with the Google remarketing pixel, but most people are not even using it at all. Or if they use it, they’re thinking about it for AdWords, not about the YouTube stuff. So list segmentation, very simplistic example of a flow, the visitor comes in, they hit the website, they abandon cart, or they buy.
Right here we have two different lists. Right? We have the abandoned cart list, we have the buyer list at the very least. Now technically, we could even have a third list, we could have a page view list, an abandoned cart list and a buyer list. Okay, very simple example. But it makes sense. And then here is a multiple lists through a sales funnel example trying to just tie it visually together so you guys can put the pieces together. So the visitor hits offer one, which is the landing page. So they go on a visitor list. They go to upsell one, that’s the first page they see that would people who land on that page means they bought the front end product. Then you can put them on the upsell to in basically however your sales process works, you would put the pixel on the page that they would see if it was a buyer, right? So you just basically have a funnel flow. Now these four separate lists, I can create a different retargeting campaign for each step of the funnel and say, Hey, so and so like Pat went through, he bought upsell one, but he didn’t buy upsell two. So I want to I want to show an ad to everybody like Pat who didn’t buy upsell two, but did buy upsell one and the front end. So I can set exclude target, exclude target whenever I need to do Pretty soon, that small audience, let’s say it’s only 200 people. But I’m showing an ad specifically those 200 people saying, Hey, I saw you bought this, I saw you about this, but you didn’t buy this. Let me explain to you why you should have bought this. And that’s a very direct call out like, hey, if it’s instead of saying, hey, look at my products, I’m saying, Hey, I saw these actions you took. But you didn’t take this action. And I wonder why. So the only thing I can realize or think about is that, hey, you didn’t have this bit information. So let me clear this up. Let me just show you something else. Let me give you a little bit more information to make the right decision, and then decided to try for you. That can be done through video through an ad, whatever. But the only way you can talk that directly in an ad, whether it’s a video or a thing, or call somebody out is if you have that very specific segmentation, so that you can make sure that you’re showing it to me the right person, because if I did that very direct call out and I was talking to pat but Pat didn’t buy upsell one, and he didn’t even buy the front end. That wouldn’t be a disconnect, right? It’d be like what the hell is this guy talking about? It doesn’t make sense. But with this with these lists, you can do that segmentation leveraging multiple networks. Okay, so we want to drop multiple pixels just like we’re talking about here. And then on average, each additional retargeting network you leverage increases your reach by about 30 to 40% now there is a law of diminishing returns obviously that that implies in life and everything else. But for the most part if you add those five main networks you will have expanded your you will expand it as about as much as you’re going to get but worth doing. Now unless you are in a market or a niche that has a niche specific retargeting network so like in the survival space in the health space there are some close networks that are you know, may have only a few 1000 sites in them, but they’re very, very targeted to that specific network. In that case, you would definitely want to try to jump on one of those networks they’re going to be way more expensive, but they can be very very very targeted then you want to duplicate the same campaigns across all networks. Okay, so if you have on a funnel flow if you have a page abandon campaign cool you’d have a page abandon campaign duplicated on perfect audience on ad roll on Facebook on site Scout, same campaign, then you’d have the next campaign the abandoned cart campaign duplicated across all five networks, then you would have the you know, upsell campaign or whatever other campaigns you had identical campaign, the only thing that would change is the fact that you probably have to adjust the ad sizes to fit the different requirements cuz some ad networks have unique size ads that they run. But most of them follow the same defaults for display advertising. Your audience will not be able to escape. It’s pretty cool. kind of creepy, but it’s really cool. So how do you put it all together? So the coupon funnel example, there’s we have four campaigns running here. retargeting campaign number one is designed to increase the opt ins. So people land on this page, they bounce, you pull them back and try to get him to opt in. The next one is increased tripwires. So these are people who basically abandon the cart, we’re going to pull them back in number three. I already broke this down this but this is actually try this is visitor and then this is the abandoned cart campaign. And then this one is Hey, people who didn’t buy the one time offer, we want to pull them back in. So this could be let’s say you have your your
let’s say you’re selling a supplement, like and you had your auto ship program, right? It’s like, Hey, get up, get a monthly supply. And this person doesn’t take it. So Pat doesn’t buy your auto ship, and you’re pissed. So you’re gonna retarget him and say, Hey, Pat, when you show up at your house, the baseball bat, if you don’t click this link right here, and he saw he clicks it. And he said, Hey, by the way, no baseball bat, but what I’ll do is I’ll give you $1 trial. I know you’re gonna love it. And then he signs up. So the retargeting campaign, you just pull them back into an offer one time offer with a trial. So this is something that most people don’t do when they have a one time offer. Instead of funnel, like oh, it’s an upsell. People only can I can only sell the upsell if they’ve if they’re in the funnel. Well, that’s still a product, you might as well sell the damn thing. So what we do now is we make it a point to always build out a retargeting campaign that pushes them back to the one time offer or the multiple one time offers whichever one they haven’t bought. We’re gonna try to get him to buy it again. No does not mean forever, right? No means not now. So just because they didn’t buy my continuity program the first time. Maybe they can buy it the second time, the third of the 500 or whatever, right? Until they either buy the unsubscribe or they die. We’re gonna keep marketing to them. I know that sounds mercenary but you’re in business to make money. Okay, if you’re not gonna make money, have a nonprofit which makes it lot of money, actually. And then if you really want to misuse your money open something like Wounded Warrior, and you know, basically just take all the money pay all your executives and then only like 12 cents to actually get to the people that you care about. Not jaded at all about that, by the way. So a side note on that specifically, we used to be a huge supporter of wounded warrior I was at the SHOT Show in Vegas, this is just like the SEMA show for guns. The big trade show block was awarding a check to Wounded Warrior foundation on stage at their at their annual event. And Wounded Warrior wouldn’t accept the big check because there’s a picture of a gun on it. You’re a veteran foundation. Guns are part of your thing, right? But you don’t you’re anti gun. So you won’t accept money from a gun company because the check was just stupid. You guys have all seen those foundations that right? They, they actually find out how much money actually gets to the people who are in need. It’s disgusting. It’s less than a like, out of every dollar it’s like 12 or 14 cents, a lot of cases. It’s insane. And then you find out like the Red Cross is like the lady who ran the Red Cross was getting paid like hundreds of hundreds of millions of dollars a year. For it Yeah, ridiculous, huh? Okay, there’s my tangent about that. But one cool thing about eecom is you can tie yourself let’s get let’s bring it back on point is you can tie your campaigns to a cause that you support. So we do a lot of that in our space too, we actually we find foundations or things like that, that we want to do. And we can donate a percentage of our profits or things like that. And it’s all obviously one thing is that helps boost your marketing especially if it’s niche specific. But then you can actually make sure it actually goes somewhere that actually gets out. And that’s one of the things that I love about this. Not so much the retargeting thing but just ecommerce in general since I’m on my soapbox right now is that if you have a cause which all of us have our causes, or things that we support, you can easily help your business grow help your life and still help other people as well. So it’s pretty cool to be able to do that we do that with the gun niche. We support foundations for warriors for veterans, things like that Not Wounded Warrior obviously. And then in our we’ve just have a pet business with a husky stuff, we would support you know, animal shelters and things like that. And we would just automatically donate a percentage of our profits. And there’s companies out there that are their whole service is designed to allow you to automatically do that. So and there’s there’s a credit card processing company we’re working with right now we’re trying to
there this new thing. Sorry, this is random tangent, this is just super cool. So you have your credit card processing, right? You all know that your credit card processing rates are negotiable, right? Now we’re not so much with stripe but with other real merchant accounts, you can negotiate your rates and they all varied on risk and things like that. Well what these guys have done is they’ve worked with these big banks and they will get your credit card process and then they’ll say hey, Pat, what are you currently paying for your rates? Okay 2.9% cool, what if we can get you 2.5% but we’ll still charge you 2.9% and that difference goes to whatever charity or foundation you want to support when you do it it’s all automatic, it’s all the taxes everything is taken care of for you. They’re they’re growing in crazy crazy really well and they’ll also do a counters on your site so you can show how much revenue you’re generating for your cause all kinds of things like that, but it doesn’t actually cost your business and your money doesn’t come out of your profits because you’re already paying the same amount but they’ll negotiate the lower rate for you I’m they’re they’re actually haven’t launched for like public consumption yet. But I’ve been working with them because we’re trying to do it we’re gonna test them out and as soon as I have the right to actually share the site with everybody I will do so because it’s awesome. But I mean it’s a no brainer because even if let’s just say like yeah, I want to support a cause but I don’t want to share my profits. I think there’s a lot of us out there that are that way you don’t have to raise your hand. But we’re like man, I only make 20% profit I don’t want to get 5% you know away to somebody else. That’s fine. What if you could do this doesn’t cost you any more money than you’re already doing? But there’s that extra little bit you can now give away and you can support the cause or also if even if you’re that straight up mercenary like screw the world whatever I just don’t make a lot of money. Then it at least looks like you care. Okay, so off the soapbox and back to retargeting. Okay, putting it all together. We talked about this during the funnel yesterday, I’m gonna make it go way, way, way beyond. This is a perfect audience example. Okay, so what we have here is using that previous campaign we’re going to show the three different promotions right so we have three promotions, running the first promotion As you increase the number of opt ins that are going to join our list to get the coupon so in this case, we’re using a simple Facebook retargeting, and we’re targeting all visitors. And we’re excluding everybody who visited the tripwire because the only way they would see the tripwire is if they opted in. Make sense. The next campaign is to increase the tripwire sales. So we’re going to target people who have visited the tripwire and we’re going to exclude trip our customers, we could take it an extra step, if you really want to make sure that let’s get small and exclude all visitors that get or ignore all visitors. Right? So in perfect audience, you have three different levels typically target and exclude is all you need though. And then finally, on the Oto, we’re going to target the tripwire customers. And we’re gonna exclude the Oto customers, so only people who have not purchased the Oto are going to see this. We have right now, right now we have three different retargeting campaigns happening on Facebook for three different actions, each going to a very specific audience with no overlap. Does that make sense?
Now how do we max it out? So now we’re talking about just the first campaign just increasing the opt ins, right. So on the previous one, we showed all three campaign all three promotions right opt ins, increase in tripwires and Oto. Now we’re gonna dive deep on just this one. Alright, so come over here you can see we’re talking about just increasing the opt ins but we have three campaigns just your perfect audience running for two to increase the opt in so we have one on perfect audience going to Facebook to increase the opt ins, we have nest Facebook right side and then we also have Facebook newsfeed going we also have web retargeting Now a lot of times people just lump Facebook together we have found that it makes a whole lot more sense to segment out the right side and the newsfeed because as you guys know for running direct ads they convert very differently right side A lot of times won’t convert at all and other times it will we have found that right side ads that will not convert through Facebook ad exchange will convert as a perfect audience even on Facebook It makes no sense because the same Ad Exchange it’s just the way the algorithm treats the preaching differently. So we break them out separately so we can track that all right so one promotion the whole goal of all three of these campaigns is the same thing but we’re reaching people on multiple different points right now we take it again how you max out even more same thing still just increasing the opt ins but now we have a campaign on perfect audience going to Facebook right side campaign on perfect audience going to Facebook newsfeed campaign on perfect audience targeting the web campaign on perfect audience targeting Twitter campaign on YouTube. targeting the in stream ads campaign on site scout with their web retargeting campaign on ad roll web retargeting campaign on the FB x campaign FB x Facebook ad exchange targeting this so how many is that I can count four or 56788 Yeah, eight different retargeting campaigns all with the sole goal of increasing opt ins and we have now covered the entire world of retargeting so basically anywhere you go I will find you right it’s true it’s amazing it’s incredibly powerful and it’s total pain in the ass to set up so we use improving yeah we yeah so you base you set up again it’s just like using UTM right? But we said we use improve Li and then what? So improve leads cool but you take improver to the next level you have to create a spreadsheet you don’t have to but it’s in my case it’s way easier because what we’ll do is we’ll create a spreadsheet tab for each campaign and then we just paste all the links in there so we can go back and find them real easily without having to go in to insert through them. But then we when we go into improve Li we want we know we do the link tracking click or thing we’re like okay, this campaign you know this retargeting ad and then it sorts it out and we can see how it’s performing.
Unknown Speaker 49:19
Tanner Larsson 49:23
I have not um, we can report Infusionsoft only really, unless they have a new option. As far as I’ve seen it’s either not Oh, it’s okay. Okay, so they have all pre previously always been Infusionsoft only. And from what I’ve heard, everybody has used them. They’re amazing. But we were not in Infusionsoft. Only only Bill Gross scale runs on Infusionsoft for us. Everything else is on other things. So we couldn’t do that. I know their their base plan is 300 bucks a month.
Unknown Speaker 49:56
I think it’s a lot more expensive.
Tanner Larsson 50:02
Okay, if it’s not if he’s not only that
Unknown Speaker 50:07
I was talking to them at TNC
Unknown Speaker 50:11
32. So you can put them in?
Tanner Larsson 50:14
Awesome. That’s good to know. Yeah. So they are phenomenal. And I don’t know that they’re that much better in the tracking department. What they’re really good on is in their reporting. They actually have way better reporting features and built in reporting that you don’t have to figure out what report to run, then anybody else has a big boy? Oh, yeah, no, a ton of them are using it. So if they’re not, if they’re no longer I haven’t looked at them in probably at least a year or so. I know. They must be not as using. Lady Oh, yeah, we are. Yep. And he uses them. So therefore, I guess. Yeah, it would make sense. And you know what, now that you mentioned it, I think Perry said something about it. When we were when I was in Austin. Last time we were talking about Native native commerce and none of the native commerce things. They’re on one shopping cart. So they’re not they’ve got it. So it’s got to be. So that’s what we’re looking at now, again, 300 bucks a month minimum? Pretty sure. Or is it more now? Pretty sure it’s one. Okay, so it probably is gonna cost you 60 bucks a month on the base plan. So there’s a big difference there. And if you’re just getting started, you definitely don’t need it. You honestly, you can do a lot of this stuff. If you just use the pretty links plug in on WordPress, you can do a lot of the basic things, maybe a little bit more manual. But if budgets are tight, then don’t just go out and get the most expensive tracking stuff. You can you can grow into that kind of thing. But they are awesome. I’ve seen Kearns reports that he can run on his It’s amazing. Yeah. He uses it for all of while he’s been using it for years, but he uses it for his whole new continuity program, and all of his auto stuff. And you just the reports that it runs are just amazing, especially for continuity
Unknown Speaker 51:58
looks really good. Yeah, everything looks really good. Yeah, he’s right. Yeah.
Tanner Larsson 52:02
Now the cool thing is, is they actually put make you pay a setup fee, and they actually have their team help you set it up. I do know that there’s no other way to do and I think they force you to do that. And that’s probably why they have the contract. Okay, so here’s an abandoned cart. Example. So the four days one to two, so you have your abandoned cart going, that should be going with email, right? As well as retargeting. So, days one to two, you have the basic cart reminder, hey, there’s a products in your cart, come back, come back, buy, buy, buy, then days three to six. They push them to a review or an unboxing or something that’s like a customer testimonial video or something that’s really excited about the product that’s like, hey, what the hell, they’re excited, why haven’t you bought it. And then if that doesn’t work, then we offer them a discount. Now again, common default is that you offer the discount right here, right? The second they abandon the cart, you’re saying Hey, how about 15% off? Here’s the thing, they don’t need a discount yet, you still don’t know why they abandoned. So why don’t you give them a chance to buy and then discount them. Alright, and then if they still don’t buy after the discount, give them a chance to win it for free. And if you are going to do a giveaway, you actually have to follow through with the giveaway and at least choose a random winner in every time period that you’re doing it. Again, this is where you get in trouble if you do the shady shit, right? You could totally do all of this stuff as long as you do it ethically. Okay, so how many of you guys remember lucky duck giveaway any of you guys remember that one from the laboratory from Don’s group dinner. So not Chris but Jason, the one that nobody can trust. He did this massive giveaway thing. And he got hundreds of 1000s of and got in trouble because they didn’t actually do the giveaway. They’re making tons of money and they were it was these little silicone bracelets for the like camouflage bracelets how expensive would it be to ship one of those out randomly to somebody every month or every week it’s not that hard to do. So just do it you don’t even have to have the product you could literally go to Amazon and just you know have it shipped directly to the customer. So anyway, the giveaway is huge. We build a lot of massive lists off the giveaway and it pulls them back into an email sequence and allows them to educate the customer and you know pull them back in and try to get them to buy. So most most cart abandonment they end right here. You have a three step cart abandonment, three emails or one retargeting ad and that’s it. Well, we have a four step cart abandonment campaign for actually four different camp mini campaigns in one promotion, in addition to our emails. So do you think our cart abandonment rates are significantly less than other people? Actually, no, they’re not our cart abandonment rates are the same, but our recovery is significantly more because we Take them through this journey. And we also recover a lot more full price sales than most people do. Because we don’t pitch the discount until we’ve given him a multiple chances to buy. Again, if I’m going to make money, I’d rather make more money than less money. And then I’m still going to get the sale, I’m still gonna give them a discount, but I want to try to get him to buy it at full price first. So our favorite cart abandonment sequence is this one. Okay, and actually, we’ve recently changed this again, and I thought I made the new slide I must not have saved Oh, yeah, it’s on the thumb drive, which that’s on my computer. It’s not on my computer right now. So the new slide. This and this have changed place. Because what we were talking about, so Alright, so this is the same thing, cart reminder, day one, day two, day three to six product review, unboxing, video, customer testimonial, that kind of thing. day seven to nine is actually the discount offer. And if they don’t take that, then we retarget them over to Amazon and say, Hey, the trials out on Amazon bias there. The trust factor is there, all of that kind of stuff. And what we’ve actually been using here, we use static ads on this one. But when it’s on Facebook, we actually have a video of where it’s a customer who actually may have possibly been an employee pretending to be a customer saying, Hey, I just got this product. It’s awesome. You know, I bought it off Amazon, though, because their website I wasn’t so sure about him. But you know, now I’m a customer for life. And he did buy the product, we saw a good point. Okay. But anyway, the whole thing was we wanted to tell the story of what people are already thinking, Hey, I don’t know, if I want to buy it from your site, but I want the product. You know what, I’ll trust it on Amazon. Why? Because Amazon’s customer service will take care of me if the product is not good, and I’ll get free shipping. Once you’ve gotten to buy your product, chances are they’ll come back to you later.
You know, I gotta say the BGS shirt looks pretty damn awesome with a gold jacket. Yeah, I mean, we got everyone’s got to get gold jackets, and a PJs shirt. Maybe that’ll be the new thing. We’ll get a container shipped in a gold jacket from China. That’d be our new thing. We sell them at them off the back of the event. And then we’ll push them into a giveaway offer. So the only thing this slide is accurate, the only thing we changed was we moved the buy to Amazon after the discount. Because like we were talking about we can’t actually track if they bought on Amazon or not, this works incredibly well guys. And then when they buy or opt in at any one of these points, it stops the campaign. So if they buy here, they never see this part. If they buy here, they never see this part. If they buy it on the discount offer, they’ll never see the Amazon part. Okay, so you can stop the campaign at any point. So whenever they become a buyer, they never see the rest of it. So you’re only antagonizing the people who are antagonizing you by not buying your product. Okay, you’re not antagonizing the people who did what you wanted them to do. So you reward your customers for taking action the correct way. And you punish those who don’t take action. Right? It’s same way you raise kids, right? So the sequential setup, with perfect audience, this is very simple guys. You target and you exclude and then you use a duration or an expiration setting. Every different that here’s right, it’s not so simple. Every different ad platform has its own little way of working Facebook doesn’t work exactly the same way as perfect audience. Ad roll sure as hell doesn’t work the same way as the other guys do. But they all have their way of doing it. Now you will also find in some campaigns or in some ad platforms, they may not allow you to do sequential retargeting to the level that you can do it in other platforms. So if that’s the case, okay, do what you can do on that platform, and just do the rest of it on the other platforms. And the other thing is, you don’t have to roll it all out at once. Start with one, get one thing going and then just little by little keep duplicating those campaigns into multiple things until you eventually have it all set up. We don’t start with an all perfectly set up like this, we it takes time. Okay, and we just keep continuously doing it. So in this case, we’re doing a short live list. And we’re excluding the people who have opted in for this giveaway. And we’re targeting the people who landed on the giveaway page. Okay, so we exclude the day four to five people who are on the thank you page. Right, so I’m gonna show you what this looks like in a second. The other cool thing about perfect audience is that perfect audience gives you an email retargeting pixel that you can drop in your HTML emails. I love this, because now I can trigger a customized retargeting campaign that actually matches up to the emails I’m sending out It only fires when they open the email. So it’s a campaign that won’t go live if somebody doesn’t open the email. But let’s say you, you’ve done all your other retargeting. This is not even sequential. It’s just you’ve done all your other stuff, and it’s going, and then you have this awesome Valentine’s Day, your mother’s day promotion that you’re going to do. Okay? So what if you also had your email talked about this Mother’s Day promotion that you’ve built out, you had this whole sequence of emails to go out, then you drop in this retargeting pixel that will fire off a campaign that exactly mimics your mother’s day promotion in sequence. But it will only fire if they open the email because otherwise it won’t make sense. So now, the reason this works is you’ve people and their email and what they see on our pages in life, they usually don’t match up. Okay, so this is yet another way you can get into people’s heads really more effectively. So they read your email. And you’d say something unique in that email about your store your promotion, or whatever else. And then you call that exact same thing out in a retargeting ad, that fires a few minutes after they open the email. And then all of a sudden, they’re on Facebook. And that same unique phrase or image or sentence or whatever else that you used in the email that they just saw is now in their face on Facebook, or in their face on YouTube or YouTube is amazing cuz you can do the in stream ads and they’re getting ready to go watch their next cat video, and you hit them with whatever your offer is that they just saw on their email. It’s it’s crazy your conversions goes through the roof on this. And then you can also have it trigger. So every time a new email goes out, you can have it kill or start a new a new retargeting campaign that matches up with the email. We’re getting nitty gritty, we’re getting granular here, I understand that. But if you really want to do some really cool stuff, these are options that are available to you. If you go beyond just the Facebook retargeting network.
And this also gives you a second chance or third, fourth, fifth, sixth, seventh, whatever chance to get their attention. In case they don’t click the link in the email. So they may have read your email. How many guys have ever read an email and didn’t click the link all the time, right? And if that was the if that was where it ended, you would never have that option again, unless you went back to the email or to the next email. But now you read my email, you didn’t click my link, how dare you. But I’m still gonna hit you with retargeting ad, where I can follow you around until eventually, you’re especially you guys, you’re probably going to click it anyway, just because you’re wanting to see what’s going on and see what happens next. But the idea is that I’m gonna have a bet more chances to get you to click the link than just that one chance and you’re in the email. Because most of the time you guys don’t go back to an email, right? Unless there’s something specific, but for the most part, you get so much email if you if you browse it, you’re not going to go back to it, you’re going to archive it or you’re done until the next email comes in. This allows you to recover from that and keep it top of mind. So here’s an example of how you can use an email sequence. So you have a three day promo. Why because three day promos for emails work better than anything else. Three back to back emails one email a day, four times the effectiveness of one single email alone. So you have a three day promo This is an autoresponder sequence. Okay You are these are all pre programmed. So days 123 you have a retargeting sequence is tied to this first promotion. Okay, and you have set to expire or whatever you want to do. And then days three to six, they’re not getting any or retargeting promotions, they’re getting content emails or whatever else. day seven to nine, you’re hitting them with a new three day promo. And you have a brand new three day retargeting sequence tied to that promo taking off and then days 10 through 13 nothing. So let’s say you were just an affiliate marketer and you and now if you’re an affiliate marketer, you can if you contact the product owners, a lot of times they’ll drop a pixel for you so that you can track Okay, now here’s the thing you could literally be promoting, like Kenny can do this with all of their physical products stuff that they do for for Barban other affiliate stuff, they could have an autoresponder sequence built out to promote all these products. And they could literally have their own retargeting campaign tied in barbin branded retargeting campaign tied in with their affiliate promo email that sequentially goes on and off without them having to do anything as a customer goes through this follow up sequence. Think that would make them more money as an affiliate? Hell yeah. And why cuz nobody else is doing it. So it would be just like unheard of in terms of effectiveness because it’s not saturated. And it would it could literally be that one email list has all this stuff set up and you just every time you do a promo, you also build any retargeting campaign out. And all that means is you create a couple add images or you have ad roll, create a couple add images for you, and you link it to go to the page. You put a tracking link in there. So at this point, for Daydream, six you do an exclude the reviews is not Right. Correct, yeah, so you have it in with the promo. And then there’ll be any emails that went out days three to six content or whatever, would not have a pixel in them. Unless you wanted to have a different pixel that you’re just building an audience off of, based on the content of that email. So you could have a content email that’s all about, you know, the importance of using kinesiology tape to improve your lifts. And I saw you pick up from key shields What? And that’s the email but it’s all a content email. It’s not linking to anything. There’s no link click, but you still want everybody who reads that email obviously, is interested in kinesiology tape. So you want to build an audience off that you could just drop a pixel and simply start building an audience off the content email, and never run a campaign until you’re ready. YouTube retargeting you can retarget to sites pages or other videos. Industry videos are great because they’re pattern interrupts you’re trying to watch your cat video and I pop up saying hey, come to my event. hanging like dammit I want to watch cats not Tanner. But it works works very very very very effectively. And there’s lots of variations to cover all different audiences you can like what you see right here The reason I did this example is well there’s a couple of reasons
so this one is this five videos I’m talking about the exact same thing and all five videos I shot them all within one hour of each other in three different cars with three different shirts all in my neighborhood. So I just get in the car I drive around and do this video pullback in the driveway change cars change shirts, do it again. This was promoting an event one video talk was talking to specifically people who are going to watch a video on Hey, I see you’re about to watch a Ryan deiss video cool. Let me talk to you about this Ryan’s gonna be at my event you should come this video was targeting I don’t know if it was this exact one but basically the same thing. This one was targeting current people this was people Hey, I see you’re interested in Teespring marketing you’re about to watch this Teespring video so I can select the targeting and YouTube and I made the video content match what they were about to watch so not only was my pattern interrupt video a pattern interrupt but it was also tied to whatever it was they were about to see. And if they one of the videos was like hey you’re about to watch another build grow scale video that’s so cool. Would it be better if you saw me in person though Wouldn’t it here’s come to my event at so you can do it doesn’t take much this was literally using a replay XT camera little one was it’s actually one of those cameras people use for road rallies and you turn out and you film The road but I wanted to tell myself so I faced it in plug it in push a button and I just went around recorded literally took about an hour took more time to change shirts and change cars than it took to film all the videos and edit them and upload them and we the ROI on these videos is insane and we do this for we can do this for all kinds of stuff. The one thing that we found that works the best though in this kind of pattern interrupt stuff is actual random things not like a staged set. So not like me standing in front of a perfect background. The casual stuff like the car thing. People are like, oh, what do you try to do show that you’re busy? No, I just want you to pay attention. Like I could care if I if I would do it in the shower, if that would make it make you pay attention but it’s kind of creepy. But the reality is, is that it’s all about the pattern interrupt and getting you to like What is he talking about in his car. And people pay attention to that, because it’s not me standing in front of a whiteboard for me doing something that everybody else was already doing. So if you’re you know and the shaky camera the whole kind of like unprofessional nature of like a self shot video improves conversions on this kind of stuff. So you don’t need a fancy video crew you don’t need you know, Steve and all of this fancy equipment to do it all you literally just need like your iPhone. You can do it like this and you could be showing the product and do it and making it all shaky and whatever just keep them short and to the point. But every video on your channel that you’re that you have builds the retargeting lists. So every time someone actually saw this video as well, it added them to one of my lists also. So now I can follow up with them again. Hey, I’m back, watch this video. And then there’s the work around. How to use retargeting to drive sales when you can’t run Pay Per Click ads for your product. This is another really cool thing about retargeting. So, hey, I sell supplements, I can’t get my stuff to work. Okay, I can’t, I can’t promote them on Facebook. I can’t, I can’t promote our gun stuff, whatever. So the four step process is to use the native ad trick. And retargeting is a great way to leverage this potato, native ad or viral content piece that relates to the product doesn’t actually go into the product. It’s just about it. So in this case, let’s say we couldn’t advertise kinesiology tape, because Facebook doesn’t like it. Okay, so what we can talk about How can you we can talk about how these athletes improve their lives using this interesting piece of tape. Right? We create this advertorial about it, talks about it, maybe show some pictures, cool things like that. We drive traffic to that. We do boosted post, we do a paper engagement ad, things like that. Why does that work? Well, because it’s the cheapest dirt cheap traffic and exposure you’re going to get. And if it has any viral nature to it, it’s going to get social shares gonna get engagement, and it can go really large and get you a ton of pixel growth without a lot of expense. Then you place the pixels on that content page. Alright, right. And then obviously, you retarget them to you whatever offer it is that they wouldn’t let you run. And you’re like, well, hang on Facebook won’t let me run that. Even as retargeting that, that’s cool. But there’s five other networks that will then guess what? Facebook won’t let Facebook won’t let you run a supplement ad, right? But perfect audience, I can get that out approved. And guess where it will show up on Facebook.
Now will it run forever, maybe not. But I would like our gun ads that we can’t get approved by Facebook, I get them approved on on perfect audience all day long. And they wind up on Facebook. And because perfect audience has such a relationship. Obviously, with Facebook ad exchange, just like all these other networks do. They’re going to get a lot more stuff through. So there’s ways to get things around. Now again, I teach you this, this stuff, even though there’s a lot of ways to use it for bad. Please don’t be that shady guy, right? Don’t be that guy doing the stuff, you know, for the kids and things like wait, my daughter loves YouTube, she’s five. But you know that they’re targeting kids now to get porn traffic. They’re like making kid videos that they’ll click on like in the kids youtube that are cloaked in that or they’re pushing kids to like an adult site. So even the kids youtube, why because they’re selling remnant traffic, and traffic is traffic, they can sell the click for super cheap, they don’t care who it is, but kids just click right. And that the kids youtube channel is insanely popular, massive volume, and they’re doing all kinds of shady shit. So if you have kids be aware of that, that even the kid even the kids youtube version, there’s stuff happening. So you want to check your controls on that stuff as well. Alright, so so how the work around advertising works visually would be, you know, you retarget them to the review page or the content page. And then, so that they view the content and native ad content and then you retarget them either to the review page first to like preset the sale and then push them to the buy on store. Or if you think the advertorial or the native piece did enough, push them straight to the store so you can push that around depending on what your content is. We like to do a two step approach because a lot of times our native content is like if we were talking about again with Kinney’s example with the kinesiology tape, if it was like, hey, this magic tape that helps people lift more weight with less injury. Cool, we set the stage, but we didn’t specifically talk about why eight tape or why their tape is so much better. So we’re going to retarget them then to a review of our tape, and then we’ll push them to the store. So we’re kind of just setting the hook deeper with multiple sets, then push them to a discount if they don’t buy them to a giveaway. And then finally to buy on Amazon. And again, if you’re if you are worried about them buying from Amazon and then pushing them to review page, you can put them at the end like this, again, because we can’t track that aspect. But it’s all set on target exclude and a number of days. Now these these number of days are arbitrary. You’re going to test that you’re going to say hey, this ad doesn’t work seem to work past day five, cool, stop it there start the new ad, because you have ad fatigue and all that kind of stuff. So the day one to two may be for you. Maybe it’s day one to four. And then then that would change all the other segments. You just this is a great place to start. And then you just kind of work it out. Right. retargeting for list building is awesome. This is the giveaway. This was actually one of Frank kinis read things we helped him do. So the giveaway is obviously they opt in to enter a chance to win the product right? So you got here is $117 in ad spend $7,000 in sales after people opted in to win because they opt into when you pick a winner and say hey, you didn’t win. Here’s a chance to get it here for a discount. Or hey, don’t feel lucky. No, you’re not going to win. Go ahead and buy it. A lot of people do that too. I’m that guy that will like buy all the raffle tickets and the person who found the raffle ticket on the ground is the one that wins it so I would be that guy that would be like man I’m not gonna win it I’ll just go buy it. But after I opted in to win it because I got excited. So now they got me twice. Right. That’s the same concept here. So our get we built massive massive lists of using giveaway promotions of prospects that we then convert into buyers of this product and other products. So it’s not just for the back end week we actually run direct promotion straight to our giveaway offers. Facebook pixels are magical. Okay, because they’re not just for retargeting. Obviously, most of you know this, I just want to beat at home. If you don’t, you get better. You may not know this part that you get better Facebook average or retargeting coverage through a third party network than you do through the Facebook ad exchange on your own. They give preferential treatment to their third party advertisers because they want their third party advertisers to keep feeding their networks because there are massive revenue source. Also a facebook pixel so FB x, the facebook pixel plus a segmented list plus a look alike audience equals ridiculously massive profit potential. Okay, so we build that facebook pixel right? We can then spin off a look alike audience. So first of all, we placed a pixel, but we say we put this special pixel on a blog category page specifically for people who
are power lifters that like kinesiology tape. Okay, and we start building that pixel up, then we run ads to that list or that audience, right? And we’re like, Man, this thing’s converting pretty well. And then what? We create a look alike, right? You can’t do look alike audiences on any other network. So even if you like, because like for me for a long time, I was like, man, I don’t care about Facebook retargeting. I’ll use everybody else’s retargeting and still get on Facebook. But if you’re not dropping the actual facebook pixel itself, you miss out on the biggest opportunity, which is the customer look alike audiences. look alike audiences are obviously some of the most profitable audiences you’re going to find. And what especially if you have buyer pixels. So when you use a third party network, like ad roller, perfect audience, they’re dropping their facebook pixel, as well as yours. What if you had yours, they’re dropping your their pixel and using it on your behalf. So you need to be dropping your Facebook pixels all the time, so that you can then turn around and build out these look alike audiences to find these honeypot traffic sources. So don’t I mean, I often sound like I’m discounting the Facebook ad network. But I want you to realize that I’m certainly not these pick, even if you’re not running the ads, at least be building the audiences. So you can then spin off the look alikes. and place them everywhere, even places you’re not running ads, just and just build all these segmented lists, every time you create a new page, it’s gonna get a lot of traffic, even if you’re not running traffic to it, throw a facebook pixel on it, so that you can then be building that audience whenever you decide you need it. Because you never know what you’re going to come up with, like man, if I only could have targeted everybody who hit that page. Partner lists, this is also something that’s really really popular. We’ve made a few $100,000 in sales this year through partner lists. Some networks allow you to share your retargeting list now. So I have I have I launched a new fishing product. I can go Casey Hey, well, what do you guys have in the fishing niche? Do you have something for people who are in the bass fishing? And he’s like, yeah, cool. If you want to share your list with me, I can run ads to it, maybe you can do a rev share. Okay, perfect audience allows for this. Now, Facebook obviously allows for this if it’s unlocked in your account. And there’s other networks that are allowing you to do this as well. It’s basically the same concept as doing a list rental for email, or a solo solo ad, I couldn’t think of a word solo ad. Super, super powerful. And the best thing is, it’s way more effective in a solo ad, because a solo ad still has the constraints of email. Whereas if you share your pixel with me, and I push an ad out, everybody’s gonna see it. And the other thing is, when you share these lists, you still control the list, you still control the pixel, you can stop the share at any time, they keep it forever. If you don’t want to have it, you can stop the share. So if you have an agreement, and they renege on the agreement, or whatever, you’re okay, you can take it out. The other piece is that when you’re doing this, when you share the pixel like people like I don’t want to, I don’t want them to run it on my account, they’re not gonna affect your account at all, it actually shares the list with you with your ad account. So if you’re going to run the ad, it’s only going to affect your ad account, not the person who shared the list with you. So there’s no negative lash back or anything like that, that can happen. That wasn’t originally that was the way it was supposed to work to the Power Editor. And there was they were like, well, well, that’s going to cause some problems, because it’s going to screw up somebody’s seasoning in their account if you were sharing it and it was different. So there’s nothing to worry about there. But it’s a great way to to actually just scale your sales very easily. Here’s the thing though. People get all like, I’m not going to share my pixel. I’m going to share with Mike competitor, I don’t believe in competition. I think i think i think it’s a stupid thing. I think everybody can be my partner. Because, you know, if I’m in a cell phone space, and Steve’s in the cell phone space, we have separate products, it even we sell some of the same same products. Why would I not want to try to work with him? So he can sell more of his stuff, and I can sell more of my stuff? Does it? Is it gonna hurt his business, if he shares his pixel with me of maybe maybe it’s not his his, like, continuity buyer pixel, but maybe it is everybody who’s visited my store pixel, and I hit share my everybody has visited my store pixel with him. And we can cross promote offers, only you’re gonna benefit you. You can do that. So there is a group with the dumbest name ever called Anaconda.
And it is a group, Jonathan, do you know about them? Okay. There are there are print on demand group of guys that share pixels in the T shirt space. And they have ridiculous lists in almost every category you can think of. And so what happened? What happens with this is, I will give you a perfect example, in the shirts in the second MySpace, we made Second Amendment shirts really popular, then guys like Trey, and let’s see, Dawn and other guys have all blown it up in that space, where there’s a lot of guys that are doing even more numbers. Well, they all got together. And then a lot of other guys who did the nurse shirts in the name shirts, and all these other things got together. And now there’s this whole little insider circle of these guys who’s like, Hey, I’m gonna launch a nurse shirt. Cool, well, I’ll share our nurse pixels with you and then your shirt blows up. And then you know Jonathan’s like, Hey, I’m gonna I need to, I’m gonna do a second limit shirt. Cool. Everybody gives him their pixel, boom. So it’s basically creating this closed traffic system to just, you know, promote anything. So I want this, this thing could literally change your entire world of how you do business. If you’re willing to open the open to the idea of sharing and thinking, realizing that you’re not giving anything up, it’s not hurting you to share your pixel. People think that their customers are sacrosanct like they can’t share it, you’re not like actually not picking Patrick up and handing him to you. I’m just giving you his cookie data that he could clear at any time. It’s not private data. It’s publicly available data. It’s that’s why it’s a cookie. So this is super powerful. We’ve done ridiculous numbers of in the short thing with the Anaconda group, because Matt Stafford is part of that group. We now have access to anything we want there. And we share our pixels with some of the tribal guys rival frog those kinds of things. When they want when they want to run an offer. Hell yeah, we’ll share our pixel, we usually offer it before they offer are theirs. Because we want we are always going to get before we take. That’s just my my philosophy on that.
Unknown Speaker 1:23:08
I just had a couple tips, I have a rather large number. One thing that I noticed that’s nice is that you actually have to go back to the original share. So basically, you share a pixel pixel with someone, you’re not able to then
Tanner Larsson 1:23:24
share it again. So they Yes, that’s a very good point,
Unknown Speaker 1:23:27
which is nice and nice and secure. But the thing you can do is if you have a shared audience, from a pixel, you can create a look alike audience that does what I will continue to correct.
Tanner Larsson 1:23:39
And you should be doing that. Because at that point, now you’re running, you’re running your own ad traffic and your own budget. So you should get some benefit out of that, even if they don’t buy. So you get to the audience. But yeah, you cannot share to share to share so it can’t like run away on you. Because otherwise that would be really bad. But yeah, this is this is an amazing thing. And most people, it just goes right over their head, which is why I’m sitting on it for so long, because it’s it’s that powerful. And I want you to think about it in the way of everybody in the room could be in the exact same business and you’re not competitors. your actual potential JV partners to make your retargeting that much more effective and just really take it up a notch you really need to work on your LTV, your lifetime customer value. One of our secret weapons when it comes to LTV is continuity which I’m going to teach you about in this video right here, subscribe and turn on all your notifications so that you get all the updates of all the new videos released new trainings and everything and I’ll see you in this video.
Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?
Ecommerce Store Audit
Want us to do an Audit on your e-commerce store and show you how you can make some quick changes that will dramatically increase sales and profits without increasing your traffic?