Boomerang Traffic Plan
1 – Start Here
From The Author
I started from scratch, so if that’s you… don’t worry. I began at Digital Marketer as an intern with hardly any knowledge of digital marketing. Over the past two years I’ve gained valuable experience that I can’t wait to share with all of you inside this execution plan.
I craft, test, and implement numerous media campaigns daily so that we can share with you what works and what doesn’t. This saves you time and money and allows me to consume a plethora of knowledge in which I can share.
In this Execution Plan, I’ll explain the ins and outs of our retargeting efforts online!
When someone hits one of our pages, we always follow up with reminder ads if they didn’t opt in or buy. If you’re not doing this, you’re leaving big money on the table – so read and follow this execution plan closely.
It will be up to you to “execute” on this Execution Plan. But if you do the hard work, the sky is the limit.
Director of Traffic
What is Retargeting?
Don’t have the slightest idea of what retargeting is?
A little fuzzy on the topic?
Read the description below from Retargeter.com… I couldn’t have said it better:
Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel).
The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie.
Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.
Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest.
That’s why most marketers who use it see a higher ROI than from most other digital channels.”
What to Expect
This execution plan is to be used by people who already have existing traffic running to their website/ funnel or are PLANNING to have traffic running in the near future (hopefully that covers all of you).
This execution plan is:
1.) A way to take advantage of current organic traffic you may be receiving
2.) A way to take advantage of current paid traffic you may be receiving
3.) A way to maximize any organic traffic you may receive in the future
4.) A way to mazimize any paid traffic you may receive in the future
It’s just as important to set up retargeting pixels whether you already have 100,000 unique visits a month or whether you’re about to run your first Facebook ad…
Why? If you pay for traffic and you don’t have 100% conversion rates on each page (which you won’t) wouldn’t you like to build an audience of individuals who didn’t take you up on your offer?
Wouldn’t you like to build an audience of everyone who hit a page on your site…. because maybe, just maybe, they’d be interested in another one of your offers in the future?
Retargeting has changed our entire traffic game here at Digital Marketer, and although not EVERY ONE of the following steps in this EP will apply to you… consume and attempt to understand the process so that as your traffic grows you’re there to take full advantage.
If you take anything from this Execution Plan… let it be the fact that we all must set up as many retargeting pixels as possible in order to market to people who have already shown interest in what we have to offer.
In this EP, I’ll explain how we use Facebook Website Custom Audiences and Sitescout to do all of our retargeting.
No, we don’t use a third party resource such as Adroll or Perfect Audience for our retargeting. We’re not saying there’s anything wrong with it – we just prefer to do our retargeting on the native platforms in which we’re advertising.
This ideology falls under “don’t put all of your eggs in one basket”.
First, I’ll explain how we use our content to segment our Facebook audiences to prime the pump for running traffic.
Next, I’ll explain how I use WCA to set up dynamic targeting for our funnels.
Then, we’ll go into detail about Sitescout and how we set up our display retargeting.
2 – Facebook WCA – Getting Started
What is Facebook WCA?
Simply put… Website Custom Audiences (WCA) is a feature of Facebook advertising that allows you to run ads to individuals who have visited your website.
If someone lands on your site, whether they’ve come from an organic Google search, a Facebook ad, a link that a friend sent them, an email, etc. They will be cookied by Facebook and therefore re-marketable by you.
Not only can you retarget people who have hit your domain…. WCA allows you to get MUCH more specific than this.
You can retarget people who have hit a specific webpage….
You can retarget people who have visited any webpage on your site with a specific keyword in the URL…
You can retarget people who have visited one page and not another page…
The possibilities are endless and honestly astonishing.
In this EP, I’m going to explain 2 ways in which we use Website Custom Audiences to retarget.
The first is how we segment traffic based off of the content users visit on our site. This will be covered in the last step of this section. If you have a blog on your site, plan to have a blog on your site, or produce ANY content – don’t miss that step.
The second is how we dynamically retarget people who have visited our funnels.
If you only have or only plan to have web pages/a funnel then skip ahead to the next section “Funnel Retargeting”.
Installing the Code
To start building Facebook WCA audiences you first need to install the proper code.
This code should go somewhere inside the and tags on each page of your site.
Depending on what your site is built on, you should be able to paste the code into your header template that applies across every page of the site.
Don’t let this technical barrier get in your way.If you can’t figure out how to install the pixel, hire someone on Fiverr or leverage Youtube/Google to search for the process for the system that your site is built on.
Facebook also walks you step by step here:https://www.facebook.com/help/218844828315224
Using Content to Segment Your WCA’s
This section explains how to set up Website Custom Audiences to segment the content on your blog/website. This is the first place I started with retargeting via FB WCA and even if you don’t have content on your site yet, I suggest reading this so that you can plan/ have a general understanding.
Which Facebook ad will get more clicks from a Vegan?
Or this is one?…
You don’t have to be a marketing genius to figure that out, right?
The more specific offer (Offer 2 for those playing catch up) will convert better to a Vegan.
The first offer would convert better to… yep… a Vegetarian.
It’s Marketing 101… make the right offer to the right people.
And with Facebook WCA, this just got a lot easier…
Here’s an example…
A website has content (pages) on it about:
- Vegetarian Recipes
- Gluten-Free Recipes
- Vegan Recipes
Those pages get traffic from places like Twitter, Google search, Facebook Ads and emails they send to their subscribers.
Naturally… the Vegetarians visit pages about vegetarian stuff.
The gluten-free folks visit pages about gluten-free stuff. And the Vegans… you get the point.
Facebook Website Custom Audiences allows you to create a list of people and run ads to them based on the pages they’ve visited on your website.
Here’s how it looks…
Imagine the power of creating lists of people that have,
- Shown interest in a topic (Visiting your page about it)
- Shown interest in you (Visiting your site)
Now… all that’s left is to make the right offer to the right list…
How could you use the content on your website to build laser focused lists (and offer them exactly what they want) in Facebook?
Do you have “categories “ on your blog? Those would serve as a perfect starting point for segmenting your blog into WCAs.
Setting Up WCA for Your Content
If you have existing content on your website, you’ll need to create a document like the one below.
We listed the URLs of all of our pages (that are getting traffic) into the categories Blogging, Conversion, eCommerce, Email Marketing, Funnel Optimization, and Social Media Marketing.
Think of the best way to segment your website content based on your audience and niche.
Then, as you can see in the red, we created keywords that will go into every URL of new content we produce in the future.
This will ensure that we don’t have to continue adding URLs to our website custom audiences. You’ll be on auto-pilot!
Once you’ve established your categories and organized your existing content, it’s time to create your website custom audiences.
Log in to Facebook and go here. This is the audiences tab inside your ads manager.
Find the green “Create Audience” button as seen below:
You will be prompted to choose the type of audience you want to create. Choose “Custom Audience From Your Website“.
You’ll then next to accept Facebook’s Terms of Service and click Create Audience.
Now, it’s time to set up your website custom audiences. We’ll start with the first “category” from our excel document. Blogging.
Audience Name: Name the audience something that you can remember. I name them the category of the content.
Description: This is optional, but it’s a nice way to add more information for yourself.
Website Traffic: When setting up categories to segment you audience, check “People Who Visit Specific Web pages“. We’ll get into the other options later in the EP.
URL Equals: As you can see, I added all of the URLs (the text after the .com – the root domain) of old content from our excel sheet in the category of blogging. I also added the keyword “blogging” (highlighted in blue) to ensure every page we create from here on out that has to do with blogging will be added to this WCA — as long as we include the word ‘blogging’ in the URL. Dynamic, baby!! I’ll never have to come back and edit this audience again.
Save For: The default is 30 days. Facebook will let you go up to 180 days. I usually maximize the length at 180 days so that we can keep people in our audience for as long as possible.
But, keep in mind you could create many variations of these… people who have visited a post about blogging in the past 3 days, 1 month, 3 months, etc.
After you submit the custom audience, it will display in the audiences tab in your ads manager.
You’ll notice that under “People” your audience will show <20. It may appear this way for a day or two depending on the amount of traffic to your website.
Don’t worry if your audience doesn’t start to populate, it may take time. Also, if you don’t have traffic to your site yet that’s ok! You have these set up to maximize traffic once it comes/you buy it.
I used this same process to enter all of the categories from our excel file.
This way, I’m segmenting our FB custom audiences into specific topics. If you don’t have a way to segment an audience go ahead and set up a WCA for everyone who hits your site at all – why not? Follow the steps above but simple put your site address in the Website Traffic Area
3 – Funnel Retargeting
Birds Eye View
This section is ALL ABOUT funnel retargeting using Facebook WCA.
This has been the biggest game changer in terms of Facebook advertising for our business. Why? It’s dynamic.
You already have an idea of what Facebook WCA is, a bit about how to set it up, and how to use them in relation to the content on your website (if you have any)…
But what about retargeting people who have entered your funnel?
(You already know how to run Facebook ads to get people into the top of the funnel (lead magnet landing page). If you’re not sure how to run FB traffic to a cold audience to get people into your funnel… please go through the Facebook Social List Building EP.)
What if they only opt in?
What if they opted in but didn’t buy the tripwire because they didn’t have their credit card handy?
What if you could REMIND them to move to the next step of the funnel that they may have x-ed out of yesterday…
What if you were able to push 5, 10, or 20% MORE people to the next step of your funnel?
Most marketers are leaving BIG money on the table because they never follow up with a prospect after they’ve left their funnel.
The process of how we retarget throughout the funnel is visualized below.
If you don’t have every step of the funnel in place, that’s ok! Apply this knowledge to retarget based off of your funnel configuration.
Even if you only have one landing page and a thank you page, set up an audience of people have hit the landing page but didn’t convert to the thank you page! Take advantage of this amazing feature!
If someone hits the lead magnet landing page but not the tripwire sales page, an ad is run to those people to remind them of the lead magnet offer (see below).
If someone hits the tripwire sales page (which means they opted in for the lead magnet, it’s the next page after they optin) and doesn’t hit the core offer sales page, an ad is run to those people to remind them to purchase the tripwire (see below).
If someone lands on the core offer sales page (which means they purchased the tripwire) but doesn’t land on the profit maximize sales page, an ad is run to those people to remind them to purchase the core offer (see below).
If someone lands on the profit maximizer sales page (which means they purchased the core offer) but doesn’t land on the thank you page, an ad is run to those people to remind them to purchase the profit maximizer (see below).
Essentially, we are running 4 different ads to convert people to the next step of the funnel if they happened to have fallen out at any point.
With the help of FB WCA we’ve established a system that allows up to set up our funnel retargeting DYNAMICALLY.
What does that mean?
Gone are the days of having to upload the email addresses of everyone who opted in for the lead magnet as a data custom audience…
… and THEN uploading everyone who purchased the tripwire as a separate data custom audience….
…ONLY to have to create an ad in power editor that targeted the opt ins and excluded tripwire purchases (see below):
This method did the job, but it was hardly efficient. Why? The address that someone uses to login to Facebook may not be the same email address they opted in or purchased your product with.
Almost half of the email lists that we uploaded weren’t matching to FB profiles…. We were losing out on HALF of our retargeting possibilities!
So… let’s talk about how to do
Now, I’ll show you how we set up the audiences for funnel retargeting using Facebook WCA.
To set up Website Custom Audiences, go to your ad manager and click “Audiences” in the left hand menu and then “Create Audience” and “Custom Audience” in the right hand corner.
A lightbox will appear, select “Custom Audience from Your Website”.
We will use the second retargeting ad as an example, the ad that will encourage those who have opted in to purchase your tripwire. (see below).
I’m going to use our 212 Blog Post Ideas funnel as an example.
These individuals would have opted in on this page (Lead Magnet Landing Page):http://www.digitalmarketer.com/lp/212-blog-post-ideas/
And therefore would have landed on this page next (Tripwire Sales Page):http://www.digitalmarketer.com/lp/the-21-step-blog-plan/
If they purchased the Tripwire, they would have then landed on this page (Core Offer Sales Page): https://secure.digitalmarketer.com/ep/media-blogging-ep/oto1.php
This example will show how to target people who didn’t purchase the tripwire:
The image above shows how we create the audience for people who have not purchased the tripwire.
I use the naming convention of “Funnel Name – _________ Retargeting” – but you can name the audiences whatever you chose.
You’ll notice that we then selected “People who visit specific web pages but not others”. This is the beauty of WCA – it’s going to populate this for us dynamically!
Then, we put the part of the tripwire sales page URL that’s past the root domain (www.digitalmarketer.com) in the first box, and then the part of the URL past the root domain of the core offer sales page in the second box… to exclude people who did purchase.
Facebook will let you keep the audiences for up to 180 days, so I usually select that time period, but you can create a variety of audiences (3 days, 7 days, 1 month, etc.) to get even more relevant with your retargeting.
Once you hit “Create Audience” you’ll see your audience in the dashboard.
Be aware, it may take a bit of time for your audience to begin to populate depending on your traffic volume. You need 20+ people to visit the specified pages before Facebook will begin building the audience.
From here, it’s time to set up the ad.
You can do so by clicking “Create Ad” next to the audience you want to target:
Repeat this process for every step of the funnel that you have in place!!!! Create as many audiences for your funnel as you have steps + create an audience for everyone who hit the domain so that you always have that as a resource
When creating the actually retargeting ad, no matter which step of the funnel you’re on, it’s important to maintain consistency.
For example, the individual may have come into the funnel from an ad to the lead magnet landing page that looks like this:
The retargeting ad they’ll see to encourage them to purchase the tripwire will look like this:
You’ll notice that the ads are VERY SIMILAR. You want to catch their attention by showing them something that they’re familiar with, but create a bit of variation so they don’t think it’s the same ad.
You’ll also notice that second ad says “1,000 Blog Subscribers” – this is because the tripwire teaches you how to get your first 1,000 blog subscribers.
The most important thing to keep in mind is the copy. We use “Did life get in the way? You forgot to take advantage of this deal?”.
This is the SAME COPY we use for EVERY retargeting ad. It saves you from writing a ton of copy and it is always applicable.
It also assumes that they didn’t say NO the first time. It’s a psychology move. It’s assuming that they didn’t have their credit card last time, that maybe they were at work, their children distracted them, etc.
Here’s another example from a different funnel. This first ad is asking them to opt in for our 72 Social Media Headline Swipe File:
The ad that we run to encourage people who opted in but didn’t buy the tripwire looks like this:
Take note that we used the SAME copy as the we did for the 212 Blog Post retargeting ad….
“Did life get in the way? You forgot to take advantage of this deal?”.
Also, keep in mind that the first ad said “Steal Our Swipe File”, this ad says “Want More Social Traffic?” but looks VERY similar. The second ad says “Want More Social Traffic” because the tripwire is about increasing your social traffic using promoted posts.
Setting Up Ads
Now, time for the fun part ☺.
Let’s set up ads to retarget people along every step of your funnel.
You’ll notice that in the Facebook Social List Building module I teach you how to set up ads to run traffic to the top of your funnel… the lead magnet.
In that scenario, you’ll want to place the conversion pixel on the tripwire sales page and then optimize your campaign for conversions.
For retargeting ads, things are a bit different. Because the retargeting audiences are smaller and you KNOW they’re at least a tiny bit interested in your message… that changes the way you bid and what you optimize your ads for.
With retargeting ads we tell Facebook that we want clicks – because that’s what we want. We are reminding people about an offer that we have and we want them to re-visit the page.
So, how is this done?
It’s really easy – and you can ultimately set the ads up and let them run without much management.
4 – Display Retargeting
Display Retargeting: What & Why
Now, let’s dive into the world of retargeting with display advertising.
Banner advertising is the easiest form of advertising, in my opinion, especially when you’re using it for retargeting.
Have you ever gone to a site and noticed a banner from a site that you had previously visited? Yup, you were being re-marketed with a banner ad.
With display advertising, you set a pixel just like you would with Facebook WCA. You then submit a banner creative that will show to your visitors as they surf around other websites.
We usually have 2-3 display retargeting ads running at once here at DM. They will remarket to anyone who hit the site, and the banners go right to our lead magnets.
Display advertising is the perfect remarketing tool as the ads appear within the web page that the individual is visiting, serving as another reminder to take you up on your lead magnet offer.
There are many ways you can go about this tactic but at DM we use a platform called SiteScout.
This resource lets you use multiple traffic networks including Google, Rubicon, OpenX and many other networks that generate over 30 billion ad views with the SiteScout service.
This platform makes it very easy to view all of your campaigns in an easy to navigate fashion. Now let’s breakdown the process so you can get your retargeting banner ads up and running.
Setting Up SiteScout
The first thing you want to do is head on over to www.sitescout.com where you can create your account. Once you have done that you will be greeted by this user interface.
Keep in mind there are many ways you can create banner advertising objectives but what we want to do is click on the “Assets” then “Audiences” tab for our retargeting campaign.
This is where we can create our custom audiences for our retargeting campaign.
Click on the green “New Audiences” button in the upper right corner. This will open up a box where you can name your audience.
Setting Up Your Tags
The next thing you will want to do is click on the little “Get Tags” button to the left of your audience name.
You can choose from a variety of “Tag Types” but we will want to choose the recommended “Script” version of this code. Now we will want to copy and paste this script to our page that we are using to collect this user data for retargeting.
In this example we are going to show how to paste this code using OptimizePress 2.0, but remember this is going to be different depending on the platform of your site! Once we log in to the backend of OP2 we will click on the OptimizePress tab.
Under Dashboard we are going to click the “Analytics and Tracking” tab.
This is where we are going to paste the code we were given from SiteScout. This will now catch all of the people landing on any page within this domain.
Now we simply save and we are ready to move on to the next step.
Head back to the SiteScout dashboard and click on “New Campaign”, “Desktop”, and “Retargeting Campaign”.
This is going to take us to our Retargeting Campaign builder.
Creating Your Campaign
You can set this up in a variety of ways but I’m going to show you a simple but effective way to create your campaign.
I will leave the “Initial Status” as ON so my campaign will begin running once the ad has been approved.
The “Campaign Name” will depend on your personal preference for naming conventions but I will call this “Retargeting Website 1 Landing Page” so it is easy to distinguish.
I will leave the “Flight Dates” and “Day Parting” to All Days so we can collect as much data as possible throughout the day.
Under “Frequency Cap” you can choose whatever you think is appropriate for the amount of times you want a single person to see your ad. I will leave this ad to the default “Root” folder so I can easily see this campaign.
I will leave the locations to only target the United States but you can obviously change this if you want to broaden your ad exposure.
Under the budget you can choose what you want to spend for your max CPM or cost per thousand impressions.
Keep in mind that this is defaulting to $3 but that doesn’t necessarily mean it will spend that amount.
You are using a bidding system that will adjust your spend based on the amount a competitor is willing to spend against your ad. You will want to adjust your budget accordingly but when starting out you should probably make a low budget test between $5-20.
I would suggest you set the budget to “Spend evenly throughout the day” so you can collect as much data as possible on your market.
To keep this section relatively short I’ll skip the Advanced section but will note that you have the ability to click on the “Capture Audience” feature. In using this feature you can choose to add user actions with your ad to another list.
This is great if you want to generate new lists based on people who interact with your ads for future promotions.
Once we click on the next step we will be able to select “Add Audience”.
This is where we can select our retargeting list we have just created.
You can also choose to add an untarget list to exclude a particular list of people for this retargeting campaign. Say for instance people who hit the landing page are added to the list but when they hit the Thank You page they are added to a new list that excludes them from being exposed to your initial ad again.
Once we click on the next step we are given the choice to choose our ad inventory. We can select either “Run Across All Exchanges” or “Selected Exchanges”. This basically allows you to have your ads shown all over the available websites or only shown on specific sites. We typically choose to use the run of network but be aware you might have your ad shown on less than ideal sites that allow for banner ad placement.
Next we will click the “Add Creative” button and “Upload Creative” to upload our amazing banner ads.
Highlight your file and begin uploading.
Once you add all of your content we will move on to the next step.
Now we will want to review our campaign to make sure it is all looking good and ready to launch.
Once you click on the green “Launch Campaign” you’re good to go!
Using Display for Market Research
Once your list begins to populate users and you begin seeing some data from your campaign you will want to go back and prune or stop times of the day, ad creatives, placements and adjust other settings to see the best results.
Now you should have your ads running on various websites.
KEEP IN MIND: Once you have a good amount of data from these various ads you can begin to look for trends such as popular websites your potential customers frequent and you can decide if it’s worth creating new ads for cold traffic on these popular sites.
It’s a great way to do market research and discover what other sites your visitors are frequenting so that you can buy display space on that specific site or possibly even target that company on Facebook!