1211, 2015

Google & Facebook Retargeting Ads

Advertising, Facebook, Facebook retargeting, Marketing Advice, Sales and Marketing, Small Business Advice, Social Media, Social Media Tips, Tips and Tricks for Bike Shops|Comments Off on Google & Facebook Retargeting Ads

Google & Facebook Retargeting Ads

Google & Facebook Retargeting Ads are essential to making more sales.

When people are looking to choose a brand, 97% of them research 3 to 5 brands online before picking one. Retargeting ads keep your brand in front of these potential sales while they go through this research process. Retargeting ads display your banner ads on various websites they browse. Thus, they constantly see your brand when they do things like go to YouTube, or Facebook and check the news. By doing this, you are remembered and trusted. This motivates people to pick you instead of your competition. Contact us today to get started.
2101, 2015

Facebook Retargeting Ads

Advertising, Facebook, Facebook retargeting, Marketing Advice, Small Business Advice, Social Media Tips, Tips and Tricks for Bike Shops|Comments Off on Facebook Retargeting Ads

facebook-retargetingad

Q. Why do I see the same bike helmet I'm shopping for elsewhere in my browser showing up as a Facebook ad. How does that work?

A. The art of showing you an ad on one site for something you'd viewed or searched for at another site is called "retargeting."

It can look like the companies involved have been colluding to compare notes about you, but re-targeting doesn't require that kind of effort. Instead, it runs on the same "cookie" files that sites already employ to track users and store information about their preferences. You could say these tiny, often-misunderstood text files function as a series of tubes that wire one site into another. The process roughly follows this simplified sequence:
  • The online store sets up its site to save a cookie to your browser once you bring up a product listing. (That cookie, like any other, can only be read or changed by the site that created it.)
  • That site buys ad space on Facebook. These ads aren't fixed the way a print spot would be; they're served up in real time, as you can see when you reload a page and they change. Each ad embeds images, text or code saved on the original site — making the ad an outpost of its home that can also inspect the cookie saved in step one before presenting something to the user.
  • The store and its ad together use that quick check to see that the user had earlier eyeballed a listing for, say, a bike, then show that same bike in the ad spot instead of a more generic promotion.
Advertisers like this because it works. You already displayed an interest in the item — in marketing jargon, you moved down the purchase funnel — and are therefore a more eligible prospect. For example, a 2010 study by ComScore and ValueClick Media found that retargeted ads were twice as effective as other tactics at getting users to search for specific brand names. Retargeted ads have become a common sight across most of the Web, but they only recently began showing up in Facebook. The social network introduced a "Custom Audiences" retargeting option in October, then made it available to all advertisers at the end of January. Like its other ads, this doesn't involve advertisers knowing who you are; you can also opt out of individual ads or entire campaigns by clicking the small "x" at the top right of each ad. In my experience, once you know how retargeting works you find that you see it everywhere — then wonder why advertisers can't realize that you bought the item in question and should find something else to suggest.