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“Retargeting ads don’t need to be complicated. You don’t need 25, you just want to have a re-targeting ad where it makes sense throughout your customer journey every time there is a place where there’s an action you want them to take.”
This is a Team Hirsh *favorite* ad that we use for our clients – because, if you do them right, retargeting ads are less expensive and more effective!
In this episode, I’m sharing the 2-step process we take when mapping out a funnel – including where + how to place retargeting ads.
- The 2 *keys* to retargeting ads you don’t want to miss
- The important step too many advertisers skip
- And, why the specifics really matter here
In this short and sweet episode, you’ll find information + inspiration to take your first and next steps to mapping out your funnel. Listen in, and then share your takeaways over on Instagram (tag @emilyhirsh for a shoutout!).
NOTE – listen to episode 37, “How to get 15-25% more sales from your webinars,” for more information about the 90-day nurture sequence.
[1:22] Speak to the lead based on the actions s/he’s taken
[3:47] “How To” map out retargeting ads in your funnel
[6:00] Why specificity matters
[6:48] These don’t have to be complicated (or expensive!)
[7:45] People often miss this step
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Emily Hirsh: I’m Emily Hirsh, and this is the Hirsh Marketing Underground Podcast.
Emily Hirsh: Attention innovators, influencers, creators, and game changing entrepreneurs, your internet domination begins right here. We are the powerhouse marketers that you’ve been looking for. You’re already making waves in your industry, and we’re here to help amplify those waves of change by creating a connection that cuts through the noise. We take everything you’ve built inside your zone of genius and find its audience. With killer strategy and laser eye for impact, we launch multimillion dollar campaigns and skyrocket your reach online.
Emily Hirsh: And now, we are doing the unheard of: We’re unveiling everything we’ve learned, taking you behind the scenes with the Hirsh Marketing team, and giving away the secrets to our clients’ success. Stay tuned for top converting strategy, ROI reports, and insider knowledge that you won’t find anywhere else. You’re changing the world, and we’re the team to help.
Emily Hirsh: Today we’re going to cover retargeting ads and how to plan your highly effective retargeting ads. This is an exercise that we go through ourselves with our clients in the onboarding process, and also something that I really encourage in my content. A lot of people ask me about how to do really cool retargeting ads, and there’s a couple of key pieces that I want you to take away from this.
Emily Hirsh: One, retargeting ads have to be super unique to your funnel. Nobody should have the same retargeting ads, ’cause you’re going to have different messaging and different funnels, different customer journeys. And two, you have to make sure that you plan out your retargeting ads, A; but then also B, they’re very unique and … Not unique, but that their messaging is direct, based on what the lead has done. And so that’s truly the golden ticket to retargeting ads is, when you can speak to the lead based on actions that they’ve taken, or how far down your funnel they are, or how warm the lead is. When you can connect on that level with your retargeting ads, they’re super successful.
Emily Hirsh: So those are the two really huge things that we try to do with our retargeting ads, but here’s the exercise that I’d recommend going through, and what we basically do for clients when we’re mapping out their funnel and then building out their campaign planner to plan out all the ads that we’re going to include.
Emily Hirsh: So the first thing is making sure, before you plan your retargeting ads, you have to have that customer journey, ideally, drawn out in something like Lucidcharts, is what we use; drawn out so you can visually see all the steps of your funnel, all the touchpoints you will have with that customer as they travel through your customer journey. So it might look like, “Facebook ad to a webinar to a ‘did they watch or not,’ to a replay, to a sales page, and then emails…” That’s a basic funnel, but something like that, where you’ve got, “Okay, if they watch, then they’re getting sent to this short order form sales page that we tell them to go to from the webinar. If they didn’t watch, then we’re sending them to the replay.” And then you might have emails where there’s an expiring bonus or the price is gonna go up in 48 hours, and you’ve got a deadline funnel, whatever your customer journey is. And it might even get more intense. If you’ve listened to my podcast about the 90-day nurturing plan after a webinar [episode 37] where the funnel actually lasts for over 90 days of strategic emails and flash sales of your product … So go find that podcast episode [episode 37] if you haven’t listened to it before, because you can plan out a complex funnel over time, and that’s the power of focusing on one funnel.
Emily Hirsh: So first step, draw out that funnel. Draw out all the touchpoints, all the places somebody could potentialLy go. Once you have that, and you can visually see that, you can list out your retargeting ads that would potentially fit in there, and you can even add them into your drawing, if it helps you. So for example, if it was this funnel that I’ve just stated, you would obviously have webinar registration ads. You would probably be running those to your warm traffic buckets of people who have not opted into your webinar yet, but they might’ve watched your video, they might’ve been to your website; and cold traffic. So you’d have your webinar registration ads. Then you’ve got this point where you say, “If they watched the webinar or not,” they’re being segmented. So there’s two ads you could do right there. You could do a sales ad to people who watched the webinar and a retargeting ad to people who didn’t watch the webinar, sending them to the replay. So you’re pairing it up in your funnel.
Emily Hirsh: Then you’ve got, “Okay, in the first 24 hours, I’m offering a bonus, and it’s expiring.” Let’s make a retargeting ad targeted to everybody who’s gonna get that email. Is it everybody who watched the webinar? Is it everybody who signed up for the webinar? Depending on your funnel, you would target that ad. “Okay, the cart is closing in 48 hours,” let’s do a cart closing ad the last 24 hours. Okay, now if someone lands on the sales page but doesn’t buy, what’s happening there? Let’s hit them with a retargeting ad. What if they land on the checkout page and they don’t buy? Let’s him them with a retargeting ad.
Emily Hirsh: Then, let’s say your cart closes after three days or four days, whatever your window is from your webinar; what happens with all the leads who didn’t buy? Are you gonna show them nurturing content? Are you gonna rework in a flash sale in your emails, and then tie that with your retargeting ad? So that is how you start. You draw the funnel, then you pair all the places that the retargeting ads would go, and then you make your messaging really specific to those people.
Emily Hirsh: So for example, the people would be getting shown the replay ad, you would say, “Hey, I noticed you signed up for my webinar, ‘Three Secrets to…,’ and you haven’t watched it yet. The replay is available for another 24 hours. Click here to watch it.” Because at that point, what you want people to do is watch your webinar, if that’s your funnel. Right? So our emails and our retargeting ads are all encouraging that to happen.
Emily Hirsh: Then, if you have an ad where somebody landed on your sales page and didn’t buy, you could acknowledge that. Whether it’s directly or indirectly, you’re acknowledging that, because you know, somebody who lands on your sales page and doesn’t buy, they’re on the fence. Okay, so what are their objections? How are you going to acknowledge those objections and push them over the edge? By knocking them down? Is it testimonials that you show? Is it copy that really breaks it down, is it a story that you tell, is it a video of yourself? Those are things you can test, but also you might know what somebody, your audience might respond to.
Emily Hirsh: So planning ’em out, and then pairing up unique messaging at all the places of the retargeting ad. So that’s how you plan your retargeting ads, and the reason why I love them is they’re not that expensive. So obviously the amount you have to spend on retargeting ads depends on how big the audience is, which really depends on how much money you spend on the front end, so how much you spent to get webinar registrants … Did you spend $2,000 or did you spend $20,000? Because then your audience is going to be a different size, but you’re only paying to reach that select amount of people who are already warm or hot, super hot. Somebody would be super hot if they landed on your checkout page and didn’t buy. So you’re only paying to reach those people. And, you’ve already paid to get them this far. And so you have to finish that off, and it really is effective to finish that off with also hitting them with retargeting ads, because then they’re seeing retargeting ads, they’re getting your emails, ideally, in your funnel, and you are top of mind in every way possible while you’re trying to get them to take action.
Emily Hirsh: So I think that people miss this step. They’re like, “I know I need retargeting ads,” and so they maybe throw up basic ones like just sales retargeting, general sales retargeting. But the mistake is that you can segment your retargeting ads just like you can with your emails, and it works with email, it works with retargeting ads. Why not do both? Because one might convert some people, and the other will convert some people. And so that’s how you plan out your retargeting ads. Then, making each retargeting ad once you have it planned out, unique messaging is a real part of the key there, because you wanna speak to people where they are in [their] journey. You would talk to somebody who’s a totally cold lead signing up for your webinar [differently] than you would somebody who has been on your sales page and made it that far, or has actually watched your webinar and engaged with you. You could make a reference to the webinar to get them, then, to the sales page.
Emily Hirsh: So knowing the experience that your audience has had so far and where they’re at and being able to speak to them like that, builds that connection and really helps convert people. And retargeting ads don’t have to be complicated. You don’t need 25. You just wanna have a retargeting ad where it makes sense throughout your customer journey every time there is a place where there’s an action you want them to take. So, watch the replay, go to the sales page, go to the order form page, nurture them. All of those are options for retargeting ads.
Emily Hirsh: Hopefully this was helpful. We have some really unique ads that we run in our client launches, and we’re always testing new ones, honestly. And they’re fun. I think they’re my favorite, retargeting ads. And my team’s favorite, ’cause you get to be really creative with them and creative with the messaging.
Emily Hirsh: If you wanna work with team Hirsh and have us support you with planning out and implementing and writing your retargeting ads, go to HelpMyStrategy.com. Thanks, you guys, for listening.
Emily Hirsh: Thanks for listening to the Hirsh Marketing Underground Podcast. Go behind the scenes of multimillion dollar ad campaigns and strategies, dive deep into The Hirsh Process, and listen to our most popular episodes over at HirshMarketingUnderground.com.
Emily Hirsh: If you loved this episode of the podcast, do me a favor and head over to iTunes to subscribe and leave a review so we can reach more people and change more lives with this content.
Emily Hirsh: That’s all for now, and I’ll catch you next time.