retargeting so for those of you that raised your hands what I said you're not
really sure retargeting is raise your hands if you've ever been a site like
Amazon or amazon.com raise your hand if you went on there to buy like a pair of
shoes keep the line a pair of shoes represents anything right you want to go
buy a pair of shoes you got close look of different colors maybe got to the
checkout page something happened whether a you
chickened out and decided not to do it or B you decided to do it later or see
something happen like your kid fell off the bed and you had to go run and do
that and just never happen right now you go back to another website or you go
back to Facebook and that pair of shoes mysteriously follows you raise your hand
if you know what I'm talking about okay so you know what retargeting is you
just sit in connect dots that's what that actually is now it sounds creepy
and stalkerish and maybe it is but it's amazing do you do you what what's one
thing you don't care about like you see other people care about you don't care
about that product or something you don't care about phishing zero interest
in phishing how excited would Judy how excited would you be to see ads on
fishing all the time you wouldn't even see them what's something you love
working out looks like a product that you like like yeah I am how about like
workout workout clothes like cocaine would you rather see an ad on fishing
cars or awesome workout pants that are 50% off that you've actually wanted okay
so it's good let's get stuck then let's keep it we'll keep it coming keep it
coming and now for for the people that own the website let's say you own the
website she's on where she sees that retargeting ad whether it's yahoo.com or
YouTube or some random site that has adsense set up for blocks like that do
you want your visitor who hates fishing to see ads on fishing or do you want
your visitor who loves workout clothes as he adds on workout clothes knowing
that you get paid every time she clicks on an ad yeah there are those workout
clothes this guy likes fishing show him those ads right and then so it's a
win-win for both of you guys now and then for me the person selling workout
clothes it's great who loses in the situation anybody zero let's keep the
stalking going right so really what retargeting is is you basically take a
snippet of code which I'm going to give you the resource to learn how to do it
you can put it on any page that you'd like and then you can actually make it
so that whenever somebody like Molly here goes to that page you can tag her
ah cool tag her and now that phone and her IP is set up so that when she goes
to other sites if she didn't go to the confirmation page saying I bought the
shoes that pair of shoes is going to continue to follow her now for you guys
that's your offer your free week or your free trial session or your fifty percent
off or if you guys have member appreciation ads go in maybe upselling
your members whatever you can advertise to specific people because of stuff like
this so retargeting guys please set this up I can't tell you this is the one
thing I don't care what you do for a living everyone should be doing
retargeting this is crazy to not do it okay
because here's the thing remember this 92% or more depending on the industry
but for ours 92% of the facebook ads are mobile mobile so when you think about
that Molly could be on her phone doing a number of things checking out Facebook
looking at Instagram checking out the weather looking at you know what are
ex-boyfriends up to you on you know snapchat whatever she could be playing
Angry Birds she could be doing anything and have full control over her
experience unless one thing happens what's one thing that could happen that
would stop her from doing whatever she's doing what would have to happen to her
phone battery could die yep what if you call her if a phone call
comes in it takes over yes or no doesn't matter what you're doing there's no app
that says this is more important than the phone call because at the end of the
day what the hell is this thing it's a thumb doing everything with it but the
phone is a phone is a phone so this is the most important thing when it rings I
need to make sure you know the phone's coming the phone calls coming so with
that being said Molly's on Facebook scrolling she sees an ad for your offer
thinks it's amazing clicks on it wants to learn more watches your video pretty
impressed maybe decides to put in her name for you
know to give early download that offer Mimi no I just phone to burn during the
middle of that this is like a five-minute process right during that
her boss calls her and keeps her on the phone for 30 minutes about this thing
she needs to be working on now that boss just ate up all of Molly's lunch and now
she's got to go okay yes yes Mike I got it
all right I'll talk to you later yep thank you Mike what happened to what she
was doing gone do you think she even remembered 30
minutes later that she was interested in this thing no way so that's very common
and keep in mind there's many things that could happen that could take you
away from that she could be looking at your stuff and a text message comes in
and it says hey important call me right away a snapchat can come in and
instagrams of post because their soul things that come in that she goes what's
that and then gets lost have you heard about our attention span these days have
you heard how much it sucks raise your hand if you heard it's like less than a
goldfish it is you guys think it's funny it's
been proven it's less than goldfish have longer attention spans to the average
millennial right now that's crazy but that's because you've got so much
information coming in from so many different places and instantly we can
engage with it all so we want her to be able to see that thing she obviously
wanted at one point again because we want to give her a chance to opt into it
and if you just give it one chance not only do you ruin it for you but who else
isn't getting what she wants everyone loses by you not setting up retargeting
where as we just learned that everyone wins what you do would you like to
create a world where everyone wins set up retargeting please okay that's how
you can set it up and there's a lot of really good information on there as well
as in regards to strategy and all that stuff - this is an article that we wrote
and it's great for you to understand what we put in there - just a bit Notley
for / g SD - retargeting email list okay so raise your hand if you guys have
email lists raise them high for me because it's important I see it okay to
keep them up don't put them down you guys are strong I know what you do for a
living keep them up okay so now put your hands
down if you feel like it's not clean and organized keep them up if you feel it's
clean and when I say clean I mean oh no I have
it set up where these are my customers these are my leaves these are my pause
customers these are my vendors okay now is it that you guys aren't strong or is
it that we really only have about five people raise your hands up if you are
those people remaining high okay there we go there we go geez this is a except
the vendors part now does a half okay so so you put it out now it's okay if you
feel like you need to lift the other one for a little while to balance out you
can do that - I know symmetry is important okay so you know this
is one of the most important things you can do for your business because you
live and die by your list your list is the most important thing you can build
because you'll always be spending money to advertise if you don't use your list
to advertise to it your list is free advertising all the time a lot of people
will use a list because they think a few different things I don't want to bother
people I don't want to be that guy that sends out it what the hell are you
having for they have to send them stuff and all your emails don't have to be hey
you want to buy something yet your emails can be valuable your emails can
be hey I just read this really cool article on how you can boost metabolism
thought you'd enjoy it there's something like that right so use your email list
effectively now the great thing about your email is to when you keep them
clean and in order these are my pause customers these are my lead these are my
active customers these are the customers that love to multiply you can send
specific things to that an email but you can also upload them to Facebook and
show those specific people ads how cool would it be to be able to show people
that pause with your company as members and you'd like to get back and you can
show them ads hey we really miss you we are having a reunion for all previous
members and we love you to come down where we're giving away free classes we
have food we have drinks we have music bring the kids it's going to be fun we
can't wait to see you again we miss you so much you can have emails uh follow up
with that along with that you can go to your active customers hey all customers
thank you so much for being customers we just wanted to let you know how much we
appreciate you it's incredible to have you in our system and our family and we
can't wait to continue serving you regular stuff follow it up with another
ad similar to that a week later hey just wanted to show appreciation to our
customers so we are having a customer appreciation day we'd love for you guys
to come down here's the event also if you'd like to bring a family member this
is how you can do it - or friend or family member there's ways that you can
get people engaged because they're going to see ads regardless show them yours
and not the competitors while they're paying you money that makes sense
because Facebook can't show them everyone's ad but this is priority
because it's a specific list Facebook will show you an ad if you're on this
list / if you're in a targeting segment that make sense so they're your
customers your stuff here's where you can build custom audiences how you can
upload a list to Facebook so that you can send emails or ads I should say
specifically to that list by the way you can also do it on YouTube in Instagram
email lists are great for your franchise after talking with Lance and Karen and
understanding the franchise a little bit better
you guys don't just sign people up every day and they start working out every day
right that's not the system there's programs they have to fall into nurture
them stay in front of them in multiple ways
build the excitement build the anticipation for what's coming with
testimonial videos let's say I signed you up but actually you can't start for
a month from now that's exciting today but then the next
day and the next day and the next thing the next day if I don't really hear or
see a lot of stuff other than just one thing just the email that's not the
great but what if now because you're in this list you're seeing ads of all these
testimonial videos how you how other people have their lives changed by your
company things that people are doing that are fun things that people are
saying right now it's like man I can't wait to be in there that's exactly what
I want that's all I can't wait I'm so excited I'm so excited you might even
get people bring other people to join cuz they have time to get other friends
involved to start with them but the excitement's got to be there content to
share with those friends has to be there to make it easier for them to sell you
because they can't sell you as good as you can sell you because you know you
and they're not sales people you guys have developed habits around how to get
your stuff and make it look interesting they don't so give them great shareable
content that all they have to do is tag their friend at symbol Sandee this is
what I was talking about that's it raise your hand if you've done that
before in a post where you mention your friend at symbol whatever it is you want
them to see what you're talking about raise your hand
and okay and you know that happens give your people the ability to do that three
main areas to work when creating your campaigns there is power editor which is
where you will actually create the campaigns there's ads manager well you
were you will review the campaign results now you can you create campaigns
and ads manager yes you can but learn power editor and create them in there
because abs measures like that thing raise your hand if any of you guys have
like TiVo or DVR the ability to rewind info or TV raise your anti if you have
that okay now keep them up high high high come on area okay now keep them up
if at one point you said I really don't need that at one point in like the early
stages of it okay now keep them up if you would never
go back to regular TV it's Granger you don't know what you need until you got
it and you go holy shit this is incredible how I've been living without
this you know so you could put your hands on this this guy's just like oh
you got bounced out it was your right arm laughter interrupt are you're like
oh no I got to feel that burn or else I'm off I'm gonna be walking two circles
all day all right so so abs manager is a great place to build campaigns but it's
not the best place to build campaigns you can do so much more so much more
robust it's faster it's easier to duplicate things what you're going to
want to do now the beginning you won't notice really any difference in what's
more efficient or not but down the road year later when you're creating your
second event your third event your fourth event where you want to create
the same type of campaign as when you created before just really change the
date and a couple things it's easier in power editor ads manager you'll spend a
lot of time and your job as a business owners to be efficient and resourceful
get there the fastest most efficient way possible power in terms up get there and
business manager is where you engage with people which is what you're gonna
want to do people will like and comment and share your stuff and you've got
engage with them because Facebook gives priority and better cost to those ads
and posts that are getting more engagement because they feel that that's
more interesting and they want to show their users more interesting things
because I know if they're more interested they'll stay on that platform
which is what they need to have happen that make sense okay
here's a cool thing when you engage don't just say a sentence say question
so let's say you see my ad and you go sandy this is what I was talking about
and I can go hey Leslie okay sorry my ice is not so good so hey Leslie thanks
so much for sharing with your friend sandy have you been in here already
question mark now that gets her to do what answer and now you can keep going
and Facebook doesn't know what's happening all they know is thing ding
ding ding ding what's happening over here show this this one's more important
than this one this one over here does have a lot going that make sense
engage engage keep a conversation going this is where you can watch the same
link as the other one but it goes into power editor ads manager and business
manager it shows you not only what the difference is between those three and
more depth but it also shows you how to get those things set up in tutorials and
step by steps on how to use them as far as Facebook goes this is like what it
looks like as far as like a tree you could have one ad account within that
you can create different campaigns you can have different ad sets within
campaigns and you can have multiple ads with an ad set and I'll show you what
those mean so ad account you could have only one the campaign now I also did it
this way I'm not only tell you what it is but I'm also going to show you how
you should structure it because one mistake that we made was that we just
started creating campaigns and after creating multiple campaigns multiple ad
sets of multiple ads it's hard to find what the one I want to duplicate it and
go back and check because I because I can't tell which one was which so I have
to open them up and it's confusing so I'm going to show you how our agency
organizes thousands of ads in order to be able to keep things in buckets and be
able to go back to whatever you want and be efficient so when you're building a
campaign this is the the structure of how you title a particular campaign so
looks like this conversions yoga Pilates the gate so that's an example of how we
would truck sure one if we're targeting people to opt in for a conversion
that our yoga Pilates people right that's what we're targeting and that so
yours might be something like conversions free week and the data right
something like that so then for the ad sets this is a structure the target and
the date so example men women in the u.s. 25 to 60 Facebook admin Cardona
yoga mind body the date so yours might be something like women 25 - 25 - 55 - 5
miles that make sense - today's date and this way it's all right there and you
can see it on your dashboard and go to the 1 when you want to duplicate an ad
right now not important six months later you'll be glad you did this okay ads so
for the ads description you're I'm sorry for the out you're just going to really
create the ad description so for example video - watch a demo so the video might
be the video that we created where they can watch a demo that so that video
talks about an example is image - Mike in front of 6 feet - watch demo so for
you it could be like a blonde and hot pink tank top laughing with friends
right that would be an example just however you can see it in writing and
know exactly what image you're talking about make sense yes yes okay