Let’s talk about micro-retargeting. You already know about retargeting: when you visit a website, you’re going to get ads that follow you around the ‘net.
Let’s say you visit Zappos briefly and then everywhere you go on the web, you’re faced with random ads. They don’t really know what your intention is because you’ve only visited a homepage, right? They send you generic ads. Which you’re probably not as likely to convert on.
But let’s say you visit Zappos, go to the men’s shoe section, pick out the Nike Metcon 3 and then you add it to your cart. Guess what? You’ve shown a lot more intention, you’ve spent a lot more time on it, and you’re a lot more deliberate. You’re going to be served ads that are very different from the generic ones.
Let’s say these big companies have a million people that visit their site per day. Only a very small number are going to take a specific action and therefore have that kind of message tailored towards them. But the more personalized that experience is, the higher the conversion rates will be.
Learn More: Why Retargeting Is Absolutely Essential For Any Marketing Funnel
Micro-retargeting is retargeting people based on the section of your site that they visited, how long they stayed, and things like that. It’s behavioral, but it’s also temporal. You can do it with Facebook. You can target people based on the number of pages they visited or how long they stayed (e.g., top 5% of your traffic).
For Single Grain, anytime someone visits our services pages three times or more, I’m going to re-target them and I’m going to try to get them to come over to our site, go to our case studies page and then fill out a free consultation form.
Yesterday we spent five dollars and got two free consultations. Each free consultation was at about $2.50. Now for us when it comes to free consultations, we’re willing to pay $317 for a free consultation. So far, our CPA is $319.50. But if landing a client gives us $10,000–$100,000 in return, that’s well worth the cost.
Now what I’m missing is the ability to re-target people who have watched, let’s say, 10 seconds of these live videos. I’m doing these live videos, but I’m going to make audiences off of them as well, and it’s really cheap to make these audiences. For Facebook Lives on Sundays, we’re paying about one cent per view for three-second views. For 10-second views we’re paying three cents per views. These views are on autoplay and will stop some people in their tracks. I haven’t even added captions to them (I probably should!).
So I re-target these people and see what happens with them. These are people who have engaged with me, with my brand. A lot of this stuff is hard to measure (ROI-wise), but when I look at my YouTube comments and see, “Thank you so much for your help. I’m really grateful for everything,” I know that these videos are actually working.
One of my other podcasts, Marketing School, is going to reach 589,000 downloads this month, but we’re not even thinking about how to monetize right now. We just want to build up the brand. We want to get it to a million or 1.5 million downloads, because we know that as long as we continue to create and spread goodwill, good things are going to happen for us.
Related Content: How Patience and Delayed Gratification Contribute to Success
Same thing with Growth Everywhere. I’ve been doing this for 3-5 years. It’s just goodwill. I didn’t really start to do anything with it monetization-wise until two years in. Being patient, and learning to delay your gratification, is key to building up these big brands. It never happens overnight.
This post was adapted from Eric’s Facebook Live videos: Growth 90 – DAILY live broadcasts with Eric Siu on marketing and entrepreneurship. Watch the video version of this post:
Hey everyone, in today’s episode I share the mic with Bryce Welker, a CPA and the founder of Crush Empire, a diverse network of lead generation and product review websites in numerous verticals.
In this interview Bryce talks about his journey from quitting his job as an accountant to starting his own CPA exam website, how he went from bringing in $1K per month to $2M per year, the importance of hiring the right team that allowed Crush Empire to grow their revenue over 100% in the last 6 months, and how they acquire 95% of their customers.
Download podcast transcript [PDF] here: How Bryce Welker Brings In $2M Annual Revenues & Over 200k Visits/Mo Through SEO TRANSCRIPT
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What if I said you could still find targeted clicks for under $0.15 in AdWords today?
Clicks that converted at a low cost per acquisition?
With click-through rates up to 20%?
Sounds pretty unbelievable right? Take a look at this:
This is Google’s Gmail Sponsored Promotions. They brought it back recently and our team has been testing it out with AWESOME results.
Here’s an example of what it looks like inside of Gmail:
As you can see in the table above, the CPA numbers we’re getting are as low as $6.52! Our target cost per acquisition (CPA) is around $80, so that’s up to a 87.74% decrease in CPA!
Some of you are probably thinking, “Well, the numbers look good but the conversion volume and conversion rates seem low.”
The image above shows conversion rates (CVR) of 0.25% and 1.27%—not super sexy numbers but it’s important to know that display ads don’t typically convert as well as targeted ads. You’re in a good spot as long as you have low cost per click (CPC) and high click volume.
‘Display Impression Share’ means the number of impressions you’ve received out of the total estimated number of impressions you are eligible to receive. For these targets, it looks like there’s still room to grow. The best thing about Gmail promoted ads? There’s an abundance of targeting options to help scale your campaign.
In this post, you’re going to learn how to set up Gmail Sponsored Promotions for long-term success.
First, log into your AdWords account and go into any Campaign that you have. Then select the ‘Ads’ tab, click on ‘+Ad,’ and select ‘Ad Gallery’:
After that, select ‘Gmail Ads’:
From there, you have four different ad options to choose from. For the sake of simplicity, let’s go with the ‘Gmail single promotion template’:
To show you just how easy it is, here’s an example of an ad I just created:
Expanded form:
There are three sections to fill out to get rolling—but don’t worry, it’s easy!
In the first section, you’ll fill out the following:
Here’s what it looks like:
In the second section, you’ll fill out the following:
Here’s what it looks like:
In the third section, you’ll fill out the following:
When you’re satisfied, click on the ‘Select an ad group’ button right next to the ‘Save’ button at the top to pick the ad group in which you want the ad to be placed.
Here are the initial settings I like to go with when starting a Gmail advertising campaign. Keep in mind that your mileage will vary.
First, click on ‘Settings > All Settings’.
The key settings:
One of the most effective ways to maximize your AdWords campaign is to break your ad groups up into single keyword ad groups. What does that mean exactly? Unbounce wrote a great guide on ‘how to do AdWords right’ that I highly recommend checking out before proceeding further.
In a nutshell, each of your ad groups will have only ONE target to go after.
For example, if you were Adidas and wanted to go after people opening up e-mails from Nike, you would target Nike.com in one ad group and customize the ad towards Nike.com e-mail viewers.
To set up targeting, click on ‘Display Network’ and go to ‘Display Keywords’:
Then for each ad group, enter in one website you’d like to target. It could be a competitor, an organization, a blog or whatever your imagination comes up with. For example, if I wanted to run Adidas ads, here are a few different categories I could go after:
Google Display Planner – This is a free tool that you can use to find placement ideas for popular websites, apps, videos, keywords, and more. Simply log into your AdWords account and click on ‘Tools > Display Planner’ and you’ll have access.
In the example below, I typed in www.nike.com as my landing page and clicked on the ‘Placements’ tab to find ideas for popular sites that I’ve never even heard of:
Jump in there and play around, and you’re sure to find a gold nugget or two!
Facebook Audience Insights – This is another free tool that you can find in your Facebook account. You can parlay the data that you got from Google Display Planner to glean more insight. Chances are if the properties are popular on both Google and Facebook, it’s golden.
Go to your Facebook advertising account and click on ‘Tools > Audience Insights’.
In the following image, I take a look at people who are interested in Copyblogger, Moz, and Unbounce. In particular, I’m interested in finding pages that are relevant to those three interests. I can then place them into separate Gmail Ad Groups.
Here’s how to get started with Audience Insights:
Similar Web – Similar Web displays such insights as audience breakdown, traffic trends and engagement, related mobile apps and similar sites. For the sake of this post, we’re interested more in similar sites and mobile apps. All you need to do is go to Similar Web and type in the site you’d like to analyze:
Take a look at:
The aforementioned three free methods should be more than enough to get you started.
More content marketers have been using Facebook advertising to supercharge their content marketing efforts.
Gmail ads are another way to add on to your content marketing efforts. Your mileage may vary, but at $0.10 a click, it’s definitely worth testing if you’re already putting significant effort into content marketing.
If you’re doing content marketing and haven’t been using paid advertising to help amplify your efforts, you’re missing out. For an intro on this, Digital Marketer has a great write-up here.
Now’s the time to give Gmail Ads a shot if you haven’t tried it yet. It might just be the next great growth channel for your business!
Have you had any success with Gmail Ads? Let us know in the comments below!
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Welcome to another episode of Growth Bites. Today we’re talking about when you should give up on your marketing campaigns and when you should press ahead, no matter your budget.
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