AUTOMATING ACQUISITION FOR FUN AND PROFIT – PART 2: REMARKETING AS A PRIMARY CONTENT DISTRIBUTION CHANNEL

remarketing-as-a-primary-content-distribution-channel
For all of you who missed Part 1: Tag based content remarketing, I highly recommend you check it out before reading on.
 

Email ROI is on the decline

 
Email is still the most used communication channel, yet most companies don’t reach an open rate of >30%, or a click-through rate of more than 10%. That’s not hard to understand when you look at your own inbox, every email is on average competing with over 40 other emails (and that’s not even a crowded inbox).
 

Generating leads FAST with a content-funnel

 

On average a visitor only comes across your blog or other content on you website only once, and if you can’t capture those visitors on that one visit, you’ve practically lost them forever. Even if you’re able to convert them on that first visit you’ll often see your email going straight to the spam folder.

 

I know, I promised leads, and FAST.. And I aim to please: by creating custom remarketing audiences on Facebook, LinkedIn or Adwords you can quickly build visitors profiles,
which in turn allow you to retarget your visitors across all the networks they use. The key reasons for doing this is:
  1. Visibility: Facebook ads have the highest visibility rate across all platforms. 
  2. More relevant audience reach at reduced costs: Retargeting on social is often a lot cheaper than the CPC’s you’d pay for Search Ads. 
  3. Audience size: Not only are you able to consolidate multiple audiences into interest based remarketing audiences, but you are also able to create look-alike audiences on lot’s of these platforms which enables you to expand your reach even further.
  4. Improved CTR: Customers who already know your content and see supplementary content provided (especially when using interest based remarketing audiences) which is in the next stage of the content funnel are often more quickly seduced to take that next step.
  5. A/B Testing your content: we all know that content is aimed to move your prospect through the funnel, but what content is most effective at creating new customers… Remarketing over social gives you the possibility to generate a lot of traffic quickly and decide which content-track you should prioritize 

Getting back to the leads:

By organizing multiple touch points you’ll build brand capital with your prospects, all while the lower levels of your content-funnel allow you to use progressive profiling tactics.By the time you finally get your prospect to complete your form you’ll already know what to talk to them about and how warm they are in their buyers journey.

 

A quick present: Creating interest based Facebook remarketing audiences on the fly with WordPress

 

First things first, creating interest based Facebook remarketing audiences with WordPress is as easy as tagging your content and using the right plugin.

 
If you don’t know it yet you might want to grab Pixel Caffeine by our friends at AdEspresso. Pixel Caffeine allows you to create audiences based on the tags and other taxonomies (like categories) straight out of WordPress itself. As you proceed to create new content you quickly expand your audiences on the fly by adding the correct tags.
 
 
By also creating ‘mini-audiences’ which are content specific, you’ll be able to define stages of interest and get a clear overview on where customers are in your funnel and which types of content you’d be best off creating to acquire new leads.
 
 

HOW TO USE FACEBOOK ADS TO ENHANCE DIRECT MAIL CAMPAIGNS

HOW TO USE FACEBOOK ADS TO ENHANCE DIRECT MAIL CAMPAIGNS - HERO
Do you want to reach people based on their physical addresses? Have you considered combining Facebook ads with direct mail? In this article, you’ll discover how to create a multichannel marketing campaign using Facebook ads and direct mail.

#1: Prepare Your Mailing Data for Upload Into Facebook

If you use direct mail, your mailing data is valuable for marketing on Facebook, too. With the mailing data, you can show Facebook ads to your direct mail recipients who are also Facebook users. This approach is a great way to reach potential customers in multiple ways. To begin, prepare your mailing data for import into Facebook Business Manager or Ads Manager by creating a CSV file. Your goal is to compile as much data as you can. Facebook allows you to target custom audiences based on several factors:
  • Email
  • Phone Number
  • First Name
  • Last Name
  • City
  • State/Province
  • Country
  • Date of Birth
  • Year of Birth
  • Age
  • Zip/Postal Code
  • Gender
  • Mobile Advertiser ID
  • Facebook App User ID
Because you’re working from a mailing list, at minimum you should have names and zip codes; however, the more data you have, the better. You can create a CSV file in a spreadsheet program like Excel and include a header for each data point you have. rr-facebook-create-custom-audience-from-customer-file-1 If you need help, you can download this example CSV file from Facebook. Facebook also provides details about how to set up the columns and data.

#2: Create a Facebook Custom Audience Based on Your Data

After your mailing data CSV file is ready, you can use it to create a custom audience. In Facebook, open Ads Manager or Business Manager. Then open the Audiences tool, which you might find by looking in the Frequently Used column, or by clicking All Tools and then looking under Assets. rr-facebook-create-custom-audience-from-customer-file-2 To set up your audience, click Create Audience and select Custom Audience from the drop-down list. In the pop-up window that appears, choose Customer File. rr-facebook-create-custom-audience-from-customer-file-3 When you’re asked for your source, select Add Customers From Your Own File. rr-facebook-create-custom-audience-from-customer-file-4 Next, you’ll work through about four steps in Facebook to prepare to upload the data. To start, tell Facebook you want to upload a file and select the CSV file of mailing data you created. After the file is uploaded, you’ll be prompted with a field mapping window. This maps the column headers in your CSV file to data categories that Ads Manager or Business Manager uses. Go through the list and make sure Facebook recognizes and maps the fields you want to use to build your audience, ignoring the fields that aren’t relevant. Again, use name and zip code at minimum, but email and anything more are better. Facebook says the more data you use, the higher the match rate. rr-facebook-create-custom-audience-from-customer-file-5 Continue following the prompts through the upload process to hash (securely upload) your data and start processing your audience file. You’re all set to start building the campaign. Depending on the size of your import data, it might take a little while for Facebook to build your audience.

#3: Set Up Distinct Landing Pages for Direct Mail and Facebook Ads

When you’re combining direct mail with Facebook ads, you want to set up two landing pages on your website: one for the mailing and another for the Facebook ads. With two separate destinations, you can measure response to the two media (without parameters that will require you to put a confusing URL on your direct mail ad). If you don’t already have a tool to create landing pages without developer support, you might want to consider investing in one. If you plan to test paid media efforts in particular, being able to rapidly launch landing pages is crucial. Unbounce and Leadpages are affordable and easy to use. On your landing pages, it’s critical to include a conversion point. Although you may be looking for prospects to respond to your ad offline (for example, a mail-in rebate or in-store visit), getting them to the landing page to either transact or learn more helps you gather analytics about your campaign and optimize based on that data. On your landing pages, a conversion point might be watching a video, downloading a coupon, or making a purchase online. These conversion points help you understand audience behaviors from the two media (direct mail and Facebook ads).

#4: Segment Custom Audiences for Facebook Remarketing

After your landing pages are set up, you can refine your targeting to high-value segments of your master mailing list, namely those who visited one of those landing pages but didn’t respond to your conversion point by watching the video, downloading the coupon, or whatever you asked them to do. To target these segments, you create two additional custom audiences. One audience targets “abandoned mailers,” or those who responded to your mailing offer but abandoned the action on the landing page. The other audience is “abandoned Facebook users,” or those who responded to your Facebook ads but left the landing page before taking action. The process to create these audiences is similar to creating the first audience. Return to the Audiences tool in Ads Manager or Business Manager. You want to base each new audience on Website Traffic and set the audience parameter to People Visiting Certain Web Pages but Not Others. Then you can specify what pages to include and exclude. In the Include section, select the URL of the landing page. In the Exclude section, you might specify a URL or a custom event. rr-facebook-create-custom-audience-from-website-traffic If people see a thank-you page after they convert, select the URL of the thank-you page. You use the custom event option instead of the thank-you page URL if your conversion point isn’t transactional. For instance, instead of making an online purchase or filling out a form, you want users to download a coupon or watch a video. After you set up the parameters for each remarketing audience, give your custom audience a name and click Create Audience.

#5: Coordinate the Timing of Your Direct Mail and Facebook Ads

Timing the sequence of the mailer and then the Facebook ads is important. After the mailers reach homes, recipients need time to get an “impression” and then respond, abandon, or have enough recall so when they start getting served Facebook ads, they’re more likely to react because the Facebook ad isn’t their first interaction with your campaign. Much of the delivery window for direct mail is dictated by the postage you pay and the destination. After you deliver your mailers to the mailing facility, allow 1-2 weeks for delivery to homes and response or abandonment. Then kick off your Facebook ads. If you’re planning campaigns with multiple mailing drops, stagger your drops and update your creative accordingly.

#6: Align Creative to Your Audience

Before you start your campaign, you need to take one more step: creative! Campaign elements should have a similar look and feel across direct mail, landing page, and Facebook ads. This consistency aids recall and increases touch points across channels. Keep a consistent look and feel across campaign elements. Also, make sure the content is relevant to each of your three audiences:
  1. Those who haven’t visited the landing page but may have glanced at your mailing
  2. Those who visited your landing page but didn’t convert
  3. Those who visited your landing page and converted
For a long campaign, mix up your copy and visuals to test different messages to your three populations. Try a soft ask to those who have received the mailing but haven’t visited the landing page versus a more direct, urgent ask to those who responded to the mailing but didn’t convert.

#7: Launch Your Campaign and Monitor Performance

The last step is to load your creative and turn on your campaign. Keep an eye on how frequently each ad is served and how your ads perform from click-through to conversion. Depending on the size of your audience, frequency could be a challenge. You might need to throttle budget, manage daily ad serving, or rotate creative frequently. However, because the entire campaign isn’t being served via Facebook, your ad rotations might be far less frequent. Bonus Tip: If you want to get really fancy, you can add a third channel by including an email campaign for the same audience. Conclusion: There you have it! With only a few steps, you’ve turbocharged your direct mailing efforts. With the help of another channel, you’re on your way to creating a multichannel campaign, and seeing reach and conversions rise. This post was originally published on SocialMediaExaminer on the following url: http://www.socialmediaexaminer.com/facebook-ads-direct-mail-campaigns-how-to/ by Ryan Ruudand curated with care. All SEO value is transferred to the original domain by the use of a canonical.

AUTOMATING ACQUISITION FOR FUN AND PROFIT – PART 1: TAG-BASED CONTENT REMARKETING.

Automating acquisition for fun and profit - hero

Content marketing has, in the last few years, become the ideal way to attract new customers and leads.

But not only that, in the same timespan we’ve also seen a shift from SEA to paid social channels. However! To reach new prospects SEA is often the best option to immediately target the correct people based on their search queries.

Remarketing audiences ensure higher engagement and reduce cost

We use a combination of:

  • SEA to drive initial traffic to pieces of content(which are very specifically written to handle information around those queries which results in an improved KW-score and a reduced average CPC.
  • Interest based remarketing lists (which might be a combination of GDN (or Google Display Network) or paid social channels to retarget previous visitors (ideally combined with some intent based variable)

Reducing the cost of new acquisition campaigns

And if you segment them correctly you’ll be able to provide those specific converted & non-converted contacts with highly targeted information and gain the possibility of pushing your prospects deeper down your content marketing funnel at a heavily reduced cost in comparison with regular acquisition campaigns.

That’s where tag based content remarketing comes in.

By injecting the tags you use into that posts data layer and grabbing those tags you can easily create and add new content without having to maintain those pesky url based audiences.

Step 1:
Implement DuracellTomi’s Google Tag Manager for WordPress

The plugin offers some nice features but the most important one of all is that it gives you the possibility to inject certain basics into the datalayer of your posts and pages.

Automating acquisition for fun and profit - duracelltomi

By injecting this data into the datalayer we’ll enable other tools (like tag managers) to grab that data and to pass it along to other interesting services (like Google Adwords).

For this usecase here we’ll use GTM to grab the tags a populate dynamic remarketing audiences.

Step 2:
Creating User-defined variables in Google Tag Manager

 

Go to your google tag manager and create a new User-Defined variable under variables. Google Adwords accepts up to 3 dynamic variables you could use to define new custom audiences.

Automating acquisition for fun and profit - gtm variable

The image shows you how to define a custom JavaScript Macro. You should create one of these for each custom variable you want to populate within Adwords

A little tip: in the ‘return pageAttributes[0]’, [0] defines the part of the string that gets pushed into the new variable (as the plugin tends to concatenate all of the tags into one string).

I created a new custom variable (I’ll name them {{PageAttribute 1}}, {{PageAttribute 2}} & {{PageAttribute 3}}) and defined them by using [0], [1] & [2] respectively.

STEP 3:
Creating a new Adwords remarketing tag

 

All that remains for this part is to push these new variables into Adwords so that we can begin populating our new custom audiences.

Create a new tag and ad the conversion label – under custom parameters you can add keys.

Automating acquisition for fun and profit - Adwords

I’ve associated
Tag1 with {{pageAttribute 1}}
Tag2 with {{pageAttribute 2}}
etc.

Set the tag to fire on all PageViews and deploy the new changeset from your GTM environment!

STEP 4:
Creating your audiences

Automating acquisition for fun and profit - Adwords Remarketing

Go to the shared library: audience management and select “create a new audience based on website visitors”.

In the drop down menu you’ll now find the parameters you previously defined: tag1, tag2 and tag 3.

Adwords will only allow you to populate 3 values dynamically. But you’ll be able to merge lists and thus include and/or exclude multiple lists between one another.

The maximum audience lifetime is 540 days, which is a relatively long time to retain an audience.

But looking back at the original thought (remarketing content) you’ll easily be able to exclude convertors and make sure you keep pulling in all the people who didn’t convert on their previous visits.

Populating tags and pushing them into the datalayer using GTM is by far the easiest way to collate multiple pages into an interest based remarketing audience. A lot could be added in relation to pushing these audience into Social remarketing audiences as the effectiveness of remarketing content via paid social is often cheaper AND more effective. But that’s for another time, another guide!