(upbeat music)
- [Narrator] Have you ever felt like an ad
was following you around online?
That is retargeting.
Because you visited a specific website,
you now have a cookie on your browser from that business.
And because of that cookie,
they can place ads in front of you
attempting to persuade you to come back.
Retargeting is all about getting back in front of people
who expressed an interest in a business.
Whether they clicked on an ad or a post,
just if they went to one of my web pages
I can deliver advertising specifically to them.
Now, I need to be smart in how I approach people.
Based on their behavior I have to sell them differently.
Retargeting enables me to reach those people
who left my website without registering
or converting as a lead or a customer.
Now, that means they are undecided
but I can't react the same way
to all of those people who undecided.
I need to understand their behavior
in order to determine the level of motivation.
Motivation is the key.
What they did on the landing page or on the website
helps me to assess their motivation level.
And I can assess that through clickable trackable actions.
You see the longer you spend on a landing page
maybe you watch a video, download a PDF
or click to open additional content,
all of those clicks can be measured.
And then I can look to see how many visitors
took specific actions
and I can utilize that as a measurement
of how motivated you are to find an answer
or if you might still be searching.
In assessing motivation, I'm going to group the people
that visited this landing page.
Now, usually about 2% will convert.
They'll sign up and book a tour.
Typically about 40% will bounce out immediately
usually within about two seconds
of going to the landing page.
I'm going to ignore them.
I've got now a little around 50% of my visitors
but they act completely differently.
I have one group that I would say
is a strong motivated group.
They did more than three interactions
such as watch a video, view more pages or download a PDF,
but they're not ready to commit.
So, if I'm going to approach them,
I know that they're interested
and so I'm most likely going to utilize an offer
to get them to come back.
Whether to save money or limited time,
something is preventing them from taking action
even though they have a strong motivation.
Now, there's my next group
that only took one or two interactions.
Maybe they just watched a video.
They're not ready to commit.
They're still learning,
they're still gathering more information.
And so, their content need
is going to be based more on comparison,
gathering more information.
And so, if I put an ad in front of them
it needs to respect that motivation level.
It should focus on giving them additional information
or some of my content assets that they can enjoy
and learn more about the company.
Then there will be some users
that they just don't have much interactions at all.
I'm only going to focus on my strong motivators
and my medium motivators.
Now, I can develop two separate campaigns
based on these two groups of people.
So, my highly motivated people,
I'm just going to use an offer
or an incentive such as 20% off
if you book in the next 48 hours.
They're highly motivated
they just need something to push them over the edge.
Then there is my medium motivated,
they're looking for more information.
And so, the ad that I will show them
based on their behavior will focus more on,
listen to our local guides, compared to us,
here's what you're going to see
that's going to be different.
The beauty of retargeting is that it's not just display ads.
You see, I can retarget people with a video.
You've seen pre-roll videos
before you watch the video you want
you typically have to watch a 15 to 32nd video of an ad
prior to that.
I can target an ad to a specific group of people
based on their behavior and give them a call to action.
I can also target my ads to a device
that you'll only see it on your mobile device
based on how you found my website.
If you found it on your mobile
then I can get an ad specifically to your mobile for you.
I can control the time of day that my ad will show to you,
I can control who will see my ad based on demographics
and even your physical location.
Retargeting gives me an array of tools to reach you
with a custom message based on the behavior
that you exhibited on my website.
Now, I will say this is marketing technology
and so it does require technical expertise.
In addition, it's going to require that
analytics be set up properly on your website
to track visitors, their behavior
so that you can have knowledge of what they've clicked on
and what they've done while they are there.
Retargeting is a way to follow up
with those anonymous visitors
that leave your site regardless of how they find it.
But the key is in understanding their motivation.
If they are highly motivated,
they're going to take more actions that you can track
and then you can deliver a customized message
based on their motivation level
and bring them back to your website.
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