How to build retargeting ads that convert

In this video, I'm going to show you how to build retargeting ads that convert. My name is Eric Siu, and if you want to learn how to grow your business, just keep watching these videos. So first thing that you need to do when it comes to building your retargeting ads that convert, you need to focus on traffic temperatures. So what does that mean? If you Google digital marketer traffic temperatures, you're going to learn what that means exactly. And when we think about traffic temperatures, let's just look at this little chart over here. You have your hot traffic, you have your warm traffic, and then you have your cold traffic. Cold traffic, these are just people that have never heard of you before, they've never engaged with you. Warm traffic, these are people that have visited your site before, they're on your email list perhaps. And then you have your hot traffic, these are people that have spent at least $1 with you. So they've taken out your credit card, they've done one action with you. You have to understand your traffic temperatures before you start to retarget, because it depends on the type of offer that you're retargeting people with, right? If you are trying to send people to a webinar, you might need to send people to a webinar that are on your email list already, because asking people to commit 30 minutes to an hour and a half of their time is a big commitment. Or, if you're looking for people to download an ebook, maybe it's still people that have just visited your website. So, people that are not necessarily on your email list, but they're on your website. Now, another one of your offers, if you're trying to retarget people, if you're trying to get them to buy something, well, let's say you had an event last year, you're throwing another event. Well, these people that were on, were at your event last year, Maybe you have an email list of those people. You're gonna retarget those people, giving them a special discount to come to your event this year. So that's how you gotta think about it. Number one, you gotta think about traffic temperatures. When we look at Facebook, you have to think about your audience size, and then if your audience size is less than 10,000 people, let's say it's a, for example, Single Grain, which is the agency that I run. Let's say I wanna retarget people that have only visited my services pages. So maybe there's only a couple hundred of those each month. Well, I wanna target those people with daily unique reach. So if you look at this, just type in John Loomer daily unique reach, you look at Facebook, you are optimizing to show your ad to one unique person in that audience every single day. So you're not showing it 7 times, you're not showing it 6 times, you're not trying to piss them off, you just wanna show it once. Your list is so small, 500 people, maybe you're only spending, you know, $10 a day or something like that. You wanna reach every single person that's on that list because these people have already, gone further down your funnel. So you wanna be strategic about your retargeting. You can't just blank it out. That's not how advertising works. That's not how you're advertised to. That's not how you take action, right? So that's number 2. Number 3 is you gotta make sure that your offer is congruent with what they've seen. If you're running a Facebook ad, you have to make sure that your ad is congruent with the landing page people are landing on, right? So just to look at this example, if you Google digital marketer AdSense, you're gonna be able to pop this out. So, if you look at this ad right here, the little box over here, it says, discover the light side of strong. So you can see that it's an orange button, and it's a baby blue background. And then when you actually click on it, the page that it goes to, guess what? It's the same kind of logo, it's the same kind of orange that you see, and it's, you see a baby blue background as well. So it looks very congruent. And if you go down, you see GoToMeeting right here. GoToMeeting's got a Facebook ad on the right rail side right here. And when they click it, it's the same kind of orange that people are seeing. So you gotta make sure it's congruent. If I show you an ad and, for example, I'm telling you that you're gonna get something on Facebook ads and you go to the page, it's completely off-brand, it's completely different, and I'm telling you you're gonna get something on SEO, how are you gonna feel about that? You're gonna feel like, A, you're lied to, B, you're not gonna convert. So you as an advertiser, you're wasting money and then you're also pissing the user off. So then your relevance score is gonna go down, you're gonna mark— you're gonna get marked negatively. It's almost false advertising, right? So you have to make sure that your offer is congruent with what they've seen. You have to make sure that your offer is good. It doesn't matter how good your ads are, your, your offer has to be good no matter what. And the final thing I'll say is you gotta make sure that you're trying different things all the time. So what does that mean exactly? You have video, you have long-form content, you have short-form content as well. You gotta make sure you're constantly trying new things. So what I would recommend is Googling AdEspresso library. And then they have thousands of different examples, Instagram ads, newsfeed ads, different industries as well. Just look at what other people are doing and draw inspiration from them. And you can also go into Facebook as well, look at the ads that are out there, and you can also click on the little caret button. And when you click on that caret button, you can see what other ads people are running towards what different audiences, and you're gonna get different ideas that way. It's always about constantly testing and then drawing inspiration from other people, getting new ideas, and then iterating over and over again. So, If you enjoyed this video and you wanna continue to learn how to grow your business, just hit subscribe and we'll see you in the next video.