How to Optimize Your Retargeting Performance

May 8, 2020

We had a great discussion on Thursday surrounding techniques to optimize your retargeting ads – and had some interesting questions and comments from our attendees!

If you missed out, check out the recording/deck below and reach out to ads@sharpspring.com with your own retargeting questions. We’ll be following up with another Q&A session on Monday, May 11th to answer them!

Get the slides here….

Follow-Up Webinar Q&A

https://www.youtube.com/watch?v=6ePdOV4Vm2w

Calculate How Long You Should Test Your Ads (as mentioned in the Q&A)

Find out more about how to manage your ads in our new ebook.

Transcription:

0:06

Hey everybody. Welcome,. I’m Kathleen. I’m a digital marketer here at SharpSpring Ads and on behalf of Eric and everybody here, I just want to say we’re really happy you’re here. We’ve got a full panel of people, some experts that are gunna cover a lot of topics today. So if at any point you have some questions, just throw them in the chat at the bottom and we will get to those at the end. So this is a fourth webinar in a series that we’re doing. Today is how to optimize your retargeting performance. So with that we’ll introduce some of our speakers. So I’m Kathleen, and we also have today Eric Stockton, our general manager at SharpSpring Ads. And he’ll be joined by Jalali Hartman and Jimmy Ellis. You guys want to say hey?

1:07

Alrighty. You’re breaking up.. Can you guys hear me okay? Yeah. Alright awesome. Anyone else who’s listening, if you guys are having issues or anything, definitely any comments or questions at any point, just throw them in the chat and I will get to you. But with that we’ll go ahead and jump in. So what is retargeting and how do I do it, this is a big question. Eric, do you want to jump in here?

1:46

Yeah, sure. hey everybody. So I think Jalali and I have been sort of having this conversation along with the rest of our team internally for a while because we wanted to sort of put this together, just simply because this is the type of question that we get a lot. It’s “hey, I am either new to digital marketing or I am, I’m already familiar with things like ad words and Facebook and I’m trying to figure out what is the next thing. How do I expand beyond that”. And so a lot of people come to us and they talk about the fact that they, or they come to us with a question of what is retargeting. So, simply put, retargeting is the ability to get back in front of the people who are most qualified for you. So these are, these are visitors that have come to your website that then we are able to put ads out in front of to be able to bring back to you. It’s that simple. So it’s your perfect, if you think about it, it’s really sort of your perfect prospect. And why retargeting works so well is because you get to take a, you know, somebody’s coming to your website for the first time from a PPC campaign. And it’s a five dollar click you just blew. And so what targeting does is it helps make that better by giving you a chance at a lower cost to be able to bring basically, put your ad out in front of them and get a second or third or even a fourth shot at bringing them back to your site and converting them. So, it’s all about the audience and if you are familiar with email marketing at all, or any type of marketing, it matters. It matters more than copy, it matters more than creative. It’s about the audience. And so making sure that you’re taking your message and putting it in the right, in front of the right person is going to be where you’re going to see the best conversions. So it’s, it’s why you test a lot and it’s why you get these perfect prospects.

4:08

And so I think Kathleen, if you want to go to the next slide there, we all sort of know that retargeting, you know, if you’ve been doing this at all for a very long time and, Jalali and I’ve been doing this for going on like what, 20 years now? I can’t remember how long it’s been, four, seven, sixteen years I guess. And so, you know, the idea of retargeting is really not a new one. I’s people have been doing it with, you know, direct mail, and you know, old school sort of like catalog for a long time and so in this particular case, digital retargeting is really like, everybody sort of knows this, but it’s the most effective form of advertising you can do. And you know, that’s because, you know, you can just look at it and see it in the right, so the average CTRs for retargeting ad is, you know, 9 to 11 times close to 10 times what you get with a standard display ad. And the same thing really holds true for video as well. So you know, when. you’re talking about different types of activities, different types of marketing, you know, I kind of break it down into like, if somebody asks me what is the sort of like, I’ve got a limited budget, I’m trying to figure out how to allocate it. Or you know, obviously we’re all affected by Covid-19 these days and budgets are being cut a little bit here and there, and so it’s how do you refocus your efforts. And really, retargeting and email marketing are the two most effective ways to be able, cost effective ways to be able to advertise.

6:06

So the way I advise people, as I say, start with those two things. Build your list, build your audiences, and then work your way out from there. So that is retargeting in a nutshell. And I think what we’re going to do is talk a little bit about like practically, what it is, that we can do to be able to optimize and improve. So with that, flip over to the next slide. Thanks, yeah no worries. Yeah, so Jalali want to talk about this one?

6:44

Yeah this is, actually, so we use retargeting ourselves, we use our own platform and this is, what you’re looking at here is, at the time, is the top performing ad we’re using. So we have that banner in all different sizes and we’re basically serving people. So if you click on our website and don’t sign up or don’t, basically access your dashboard, we’re going to feed you with banners that give you different offers that you can come back to and that’s sort of on the left you’re seeing, it was costing us $42 when we were advertising to new prospects and we were able to bring that down to $6 for that same ad. So running that same ad on Google and Facebook, that was kind of the difference and the only difference that we made was just using the platform to target people that have already visited and we know where they’ve got, where they’ve been. So, sorry Eric did you want to chime in on that before we move on?

7:35

Yeah I think that’s right. I mean, so when we started doing this, and I think Jalali did a good job of sort of explaining that the fact is that we use it for our own product right? We use it for SharpSpring Ads. And you probably have seen our own ads, that may be why you’re attending this webinar. So you know, the idea of us going out and you know, using other marketing platforms to be able to drive traffic to us, you know, we do that, but what retargeting does is it sort of layers on top of these other channels whether that’s PPC or email marketing or something else, it, retargeting, what it does is it sort of makes all your other marketing activities more effective. Yeah and so this is, that’s why this is, I think this is one that we did for Sharp Spring right?

8:34

Yeah this is, that’s right. So previously, I worked on the Sharp Spring marketing team at our sister company and so what you guys are seeing here is a landing page with one of our get a live demo forms so, we kind of will touch on this in the next couple of slides, but obviously you know, you have different funnels for different customers. So when a customer or user requests a demo from Sharp Spring they enter a funnel that’s separate from someone who interacted with us or an ad and never requested a demo. So this is what that landing page might look like for the users who start with that and then moving on to this slide. This is actually a screenshot from our app SharpSpring Ads, and you can see here, these are the different audiences that we’ve captured in SharpSpring Ads, so some of these have been sent a fracture, some of them have not been sent a fracture. That’s one of our direct mail campaigns at Sharp Spring, different ways that we would try to reach out to users and get them to come on board. So you can see that we just have separated people into these different audiences and then from that, op top of these audiences we’ve created these ad campaigns and so, here you can see there’s a lot of variety of different ad campaigns that we’ve run based off of those audiences that you just saw.

10:12

And the kind of the point of doing that is testing, and we’ll get into that more of that later. I think Jalali will chime in on that, but to start off you can see, there’s different segments like no fracture demo request and then down here we have sent fracture demo request and so and some of them are video and some of them are not. And so just from looking at the click-through rate from here, you can see people who’ve requested a demo have a much higher click-through rate. So is that correct what I’m looking at, that that said, by the way fracture is, Jimmy Ellis is on here, fracture is a little um, basically a print you send someone in embedded in glass, and Sharp Spring uses that as an incentive or a thank you. So what’s interesting to me is no fracture, so they’ve not received a gift is actually winning in terms of click through, and I’m just wondering I guess, you guys have put this together. Why do you think that is what is it? The video content? The video, is it the ad? kind of yeah, are you asking our attendees

11:17

Kind of, yeah. Are you asking our attendees? Yeah no actually you guys, it’s the people I set up so the way you got it, you got, they didn’t have a demo, they did receive a gift but yet at the very top of the heap are basically all the videos right, yeah. I know that is super interesting. And I think some of that, so with this type of, so if you think about what Sharp Spring has done in sending these prints and they know that someone’s received them, what if they decided that they already are not interested? If they already know of what they company does, they’ve already probably checked them out on their website or whatever. And you would target them with an ad after they’ve had a demo or after they’ve already checked it out and decided they didn’t want it, it could be a reason so there’s more people that have never heard of Sharp Spring, on the non, you know, fracture list, versus with the fractal list, so it could be interesting.

12:21

So to add to this, what you’d want to look at is okay, what is the conversion rate of those people that receive those ads in those two groups to an actual new demo or new customer. So those would be the easy, like the follow-ups is like, okay, interesting behavior, where do I go with that? What could be the reasons for that? Exactly. What we’re saying, this is what you should do for every single segment that you have and that you know, that’s what we’re trying to do. I’m obviously, with fracture, we’re taking our sales funnel and looking at every step. Here’s people that just visited the site once, here’s people that visited the site, uploaded an image, here’s people that got to a cart, here’s people that started the checkout process and as you segment them out, like you’re looking at the screen right now, as you segment them based on different actions, you’re going to realize hey, like these different audiences have different quality of visitors on them different conversion rates. That’s also how you can kind of dial in like how much or how little you want to spend if you don’t have very much. Like, I believe you should always do retargeting at some level. Usually it’s pretty widespread but you know, you start with the most qualified then you go to least qualified.

13:27

Yeah, yup, totally agree with that. So then here you can see one of the ads on a web page, but as we talk about a lot, it’s not just any ad on any page. This is an ad served to somebody who’s already seen this ad in their own space on the web, wherever they happen to be at the time. Eric you have a good saying for this type of placement.

14:03

Yeah I think you’re just reaching them where they live right, so what ends up happening is you know, this is I think we just pulled this screenshot like yesterday afternoon when we were talking right? I mean this was just sort of you know, because you had gone to Sharp Spring the day before right? We had tagged you. It didn’t take very long for that retargeting ad, just to populate and be present. It’s not like we had to go and hunt around for these types of ads and I thin that’s the really the elegance of retargeting right? Is, you know, you’re not trying to just plaster a bunch of ads out there across the web and hoping that you know based on just sheer numbers or even search behavior right? That they’re going to show up right, are already people that have expressed interest in your product and they visited your website and now you get a second or third or fourth shot. That’s right. So here you can kind of see these are just some random other examples that we found and so now what we want to do is kind of talk through with Eric and Jalali, and Jimmy and everyone can chime in on, you know, what works what doesn’t work, and these are just examples that we’ve used. You can kind of pick up, pick off, and say what they’re doing well and not..

15:40

Yeah that’s right. I mean I think you know, what we wanted to do with this, you know was really sort of give you some practical applications so that you know, you just didn’t waste an hour on the phone listening to us blabber on right? And give you these sort of like high-level concepts and that’s not going to make your business more effective. That’s not going to make you more money. It’s not going to give you more conversions. So what we wanted to do is sort of make it real, practical, and you know, give you real examples, and we’ll just sort of talk through those real quick. And so we have Jalali and Jimmy on the line. We’re going to be able to kind of talk through some of those, but we’ve got, I don’t know, a couple, two or three slides like this that we can just sort of, like dissect a little bit, talk a little bit about and then, one thing I would want to encourage you to do is, we love feedback so you know, it helps us make this, you know, this virtual event a little bit more engaging and, so feed free in the chat window, you know, just type in any questions you have and then we’re gunna get really interesting here in a couple of slides where we actually get you to vote on some of these. So that we can sort of test your own knowledge, as to kind of what you think works.

16:51

I think what’s going to happen is that this is just my guess, we’re going to find out here in a couple of minutes, but what I think will happen is, we’re going to find out why we test right? Because there are things that look obvious, that look visually appealing and you think you know the answer, you think you know what’s going to perform the best and if finds out, you find out that really the data tells you otherwise. And that’s really what we’re trying to act on is what’s actually, mostly what or what’s working the best. So Jalali, you want to talk us through?

17:26

Yeah, so first of all, if any of you designed these ads on here or these are your businesses, we’re not trying to be critical and actually none of us on here I would say are even expert designers or copywriters, we’re just good at testing right? So I’m good at just, and I’m just amazed I’m always wrong. And that’s kind of a good thing. but yeah, when I’ll let Jimmy go next, when I look at these three, the only one that really even gives me any value prop, that I would say like fits any kind of check boxes, would be the upward one on the left to me, um hire top freelancers ten times faster, you can read it. The picture, I can’t understand what they’re trying to connect me with. Like that is the person I’m hiring or is that me. The one in the middle, I don’t, I can’t even tell what it’s about and it might be and in this example retargeting, if I was retargeted to somebody I knew that was about, that’d be a good one. And the right, too much text, I don’t know Jim what do you think of these three. You’re going to get familiar with me real fast here as I’m a bit long-winded, but I’m also, you know, I’ve been beaten up enough and lost enough money running some of these campaigns to learn to the school of hard knocks, and every time I look at ads like this, and you know, Jalali and Eric know we have years of doing live optimization. The one thing that we don’t have is we have no context. What were they trying to achieve with these three ads. So let’s look in the first one. You know, if I was using this ad as the top of the funnel, maybe someone just hit my home page and bounced, I would do something like that, that’s an ad that has a value prop. Like Jalali said, like it’s something interesting enough, hire top freelancers ten times faster, if that’s your concern and you’re looking for actively looking for that, and you saw that as a retargeting ad visiting the site once, you might be interested. It’s interesting enough to be like, let me check that out or something along those lines.

19:30

If this is someone that got deep in your funnel and you had possibly, they had possibly even had a phone call with someone at the company, but they did not turn into a client, I would use a completely different ad, it would be something much more engaging for where the customer is at that moment. So when you’re thinking about retargeting, a lot of what we see in these examples and what people send us, you know, I’ve done plenty of it, is their generic retargeting ad, but the problem with generic retargeting as, you’re only going after the lowest quality person. So let me, I’m going to throw one in here, that’s not even on here. Let’s say you’re retargeting cart abandoners, something everybody has in some state. They abandoned a lead funnel, they abandoned a Shopify store, abandoned an e-commerce website, whatever. You’re going to show them a cart recovery ad, right, you can show them an image of what they put in their cart. Have they purchased before? Have they abandoned their cart and they are a previous customer? And you know, what you guys carry, the most recent thing they just put in their cart and then you’re retargeting, and then you could say, Hey Eric, don’t forget to purchase this product. I mean, you can get that granular with some pretty advanced stuff. If you have the traffic, if it has the ROI and things along those lines. So all we’re saying is, number one to me is like, match your ad to where your customers at in the funnel. That’s like number one. The value proposition for that person is going to be different for every single step in the funnel. So top of the funnel, left ad pretty solid. This middle one, are you keeping your business top of mind? I just don’t like that one. So here, why I’m the mean guy on the call. Here’s why I’m the mean guy, I know that if I ran this ad I’m not going to get a return and it’s going to make me angry and I’m going to get frustrated. I’m going to start giving up. I’m being honest. How do I fix this? Give them something worth clicking on that is, so somewhere in there okay. So, keeping your business online, let me run you through this.

21:37

I’m going to use a “which means”, “which means what”. Keeping your business online which means what, why would they want us on top of mind. Oh, because if for top of mind, they might do business with us and why is that important? Oh, because if they do business with us we’re gunna be generating more revenue. Oh and if we’re generating more revenue, we’re generally more profit keeping our employees, stuff like that. So I would change it to something like “grow your company’s revenue” or something along those lines like getting to the end results in the headline. And the first ad on the left you know, basically hiring top freelancers ten times faster, if you know someone’s trying, struggling hiring freelancers and you’re specifically addressing their main concern, you’ve nailed it. Most companies are not saying “man I want to keep my business top of mind”. They really aren’t, what they’re trying to say is “I want my business to get more customers. I want more customers. I don’t want top of mind. I want them actually buying from me or engaging with me or using my product or service”. So, like I said, I’m going to be the mean guy because what I’ve also learned in many years of doing this is being nice does not help you in terms of analysis of your own ads.

22:48

Being humble, and Jalali said it, I’ve gotten my feelings hurt so many times trying to guess what ad is going to work best that I stopped doing it and the value is in testing. Just testing you’ve won, you win if you test and you, it impacts everything you do. It’s amazing. So, third ad on the right, get our contact center solutions free for 90 days. If you had someone that went through a demo, was on the edge and then. you show them an ad getting it for free for 90 days, good ad, the text , the white text below, it is absolute bologna, and it does nothing for the ad. So I’m telling you that, sorry and nothing against your service, but the headline in there for the right niche is great if you weren’t, you know, if you were just starting your process of looking at contact center solutions, it’s a detailed process. What is that like? Hiring a contact center is not like I pick up a phone call, say I need five reps and you go, it’s you gotta work the process. What’s the sales process? What’s training like? It’s a really involved longer sales cycle. So you gotta match your ad to who went to your site if they went to the home page and left they’re going to get a different ad. It’s going to be more of an educational training ad if they got deep in there and they were looking for a demo and they’d already looked at a bunch of reports or maybe a white paper or a download or they attended a webinar and then you’re trying to get them back.

24:16

Yeah show him this ad, that’s where I’m going. So, like I told you, you’re gunna get, you’re gunna get a whole lot out of me in terms of input because I want to try to dial you in as fast as possible and start seeing, you know, I don’t want ho-hum results. I want you to get big results, big results typically mean some significant changes and changing your thinking. So you’re understanding the principles behind what makes for targeting work well. Next slide, sweet. Alright. So here’s some more for you, oh boy, and these are just, give a little time. Yeah, Jalali’s really familiar with some of these. So some of these are all actual advertisers with us. So if you’re on here, but the one, so that said. Jimmy, just to give you a background, so they called the flashing golf one is a golf instructor in Florida, he was looking for a new refresh so we did one on the left. Okay, one on the right is a new product that was their first submission. Obviously there’s some issues with the other one. The one on the lower left straight from the source, we’re trying to cut through the hype for a web hosting company who actually work, they deliver from WordPress. They make WordPress hosting but the big one is free delivery so this is one I’m working on right now. This is a Manhattan wine store, is obviously having some problems with their revenues that everything’s working great with the campaign, targeting is good, can’t get click through with that ad. Okay so, if we get click through to work on any of these, honestly it makes a little campaign. So that’s just a little background. I’ll let you go.

22:55

I’m through, I’m gunna start with the free delivery East Villages and Stuytown ad, you know, this one looks like a local retargeting ad for a very very specific region. There’s a handful of things I would think about on here. So for example, like what is your signage outside of your location and so what are people familiar with your company. So, if they’re not going, you know, I don’t know, like I said, I don’t have the context, so what I mean by that is, what do people typically do, they just go to your wine shop so it’s conviewwines.com. But I’m guessing it’s a like, once again it’s a local place. I would use an ad that shows your, out front of your store sign in the ad with saying that, you know, have delivery, that’s part of the text and I would make sure you actually say “free wine” if it’s wine delivery, free wine delivery, East Village and Stuytown, and I would use their signage of things that they’re already familiar with so they instantly know, oh this is Convive Wines, that’s what I want to see. I want the instant connection, instant continuity. So Jalali and Eric are both gunna laugh, we’re gunna go to some marketing experiment stuff here, but continuity from step to step to step is really important, especially with retargeting because they’ve seen something about your company and when they see your ad, you want them to instantly connect what they’ve seen previously with the ad. So if it’s a local place and it’s a local sign, that’s where tings like logos branding. Even things like fonts are like, oh yeah, that’s, you know, that this store because they have this sign with that same crazy front, it sounds like it’s not important but it is. So to that exact, I haven’t, so I have a funny story and I wasn’t actually gunna like you, you just spark some things. So on Facebook Live, perfect example, on Facebook, I don’t know, yesterday afternoon something like that, and Jimmy you’re gunna get a kick out of this, so I see this huge pink pig on top of a barbecue restaurant and immediately I knew exactly where that place was. It was the barbecue place that you and I went to in Georgia after we got away. It was, it was exactly what I reckon, you know, and it’s a restaurant, it’s a local barbecue place or family owned and they didn’t do anything else, they didn’t have to do anything else on the roof. That was nice. That was instantly connects the good barbecue as soon as you said, I was like oh my gosh that’s the place. No I mean, so yeah, your enamel, I mean, like I said, if you’re trying to get your current customers back, show them something that says “oh my gosh this is, this is kind of, let me get right right, the con man, that’d be totally awesome. You know, like I said, if they’re targeting visitors that’s one thing, okay, on there, you know, if you’re doing delivery and you have a website and you have accounts and someone’s purchased from you and. you know what, they like to purchase, I mean man, you know if you got a list of people that have all bought a certain cabernet, I’m gunna go with one of my favorites, Louis Martini Cabernet Sauvignon, I buy cases of it all the time, and if I bought that on a regular basis, you said free wine delivery, Louis Martini Cabernet at you know, 19 bucks free delivery, I would be like hell yeah let’s go. So I mean, try to be, if you can now, most, a lot of companies can’t do that. They’re not sophisticated but if you can, go for it. You have a top selling wine or something that people regularly buy or something that you upsell or cross-sell that speaks.

29:42

Convive wines like, go like, that’s what I would put, the things that they’re familiar with. So we should put a screen Eric in front of his SharpSpring Ads sign on Zoom, which most people will be, that’s the banner I kept my kids made that for me. They thought I needed some branding or some signage or something, my eight and ten year old made that, oh they’re gunna be marketing majors just wait. yeah, okay, so we’re already getting some really good questions and we’re gunna wait till the end for most of them. But I think this one might be good to talk about as we go through these ads and it says “Does SharpSpring Ads allow you to retest your retargeting ads and if so, how?

30:23

Yeah in fact, one of the, so my role here is, I run what’s called the AI lab and our whole goal is just testing so just, and we there is not a single thing that we do, that we do not test to click through the conversion, the cost, the viewability, everything. So, that’s kind of how we work through, like we don’t know what’s going to work and we just, we’re trying to figure it out. Yeah, yeah. Alright, we’re just going to keep going through, so this is, these are some ads that we ran on SharpSpring Ads that we actually did testing on and so you can see there’s three and slightly different color schemes. Mostly same text, but there are some differences so we kind of want to just make this a little bit fun and engaging. So before we kind of let Jimmy and Jalali jump in here, we’d like you guys, the attendees to guess which one of these performed the best and you can just write in your answer in the chat box so we’ll just call this number one, number two, and number three. So go ahead and just kind of put in your input. Let us know why you think one or the other might have done well and then..

31:34

Okay so we already have three and two, no love for number one. Actually the, I pushed for three when we launched this one, I thought three would be fore sure kill the other ones alright. So it sounds like a lot of people are saying three. We do have some stragglers for one and two. Wait a second and see if anybody else wants to chime in, do I get, do I get to vote? Sure. One you vote for, one but I’ll tell. you, like here I’m gunna talk through all these ads. It could have gotten crushed but here’s what I, here’s what I look at with these ads, so one like, there’s not much value in meat moxie. Like, in terms of ads. like, this is more of a brand to me, this is more of a branding ad and not a direct response ad. This is like hey, I want to keep my name out there, I want to build some sort of awareness that I’m gunna collect somewhere else. Collecting somewhere else might be on a different channel might be with Facebook and Google ads. It might be with email, might be something else, but like this isn’t a traditional direct response ad, but when I look at the ad itself I’m gunna say the thing that resonates with me the most would be like your organize portable essential oil diffuser. And if I’m looking at that and saying okay, that’s going to be the most interesting thing, the best contrast on here for that piece of text is the first ad. The black and white contrast on that piece, now there’s some distracting pieces right? Like you know, Moxie on that one has color to it, and the other ones don’t. It’s pink in the middle one. That’s white and the one on the right. If I’m looking at the buttons and this is probably where Jalali was going, the call to action button on the third ad is much more contrast than the other two. So you see that there’s something you want them to do.

33:15

So I’d say, okay well I’m looking at another factor of these ads, the call to action has to be very clear. I can’t like, I don’t like that personal one, because they’re so you know, Moxie 15 for 15 off, this is not really a direct response ad to me. And so, when you’re putting a direct response coupon based call to action like, I wouldn’t think that would work very well because they’re not sure they want Moxie yet. So like, I go to like, I like the call to action in the middle one in terms of the text. So I would take shop, I’d put it on the ad on the right, I’d make the contrast good. I would de-emphasize the logo and I would make the sub-headline much darker and I would test that as another test saying okay, for these types of ads, do what is the factor that’s making an impact, like I could do a set of 15 tests on these three ads right here no problem just because they, is it the call to action? Is it the text on the call to action? Is it the contrast of the text on the background? Is it the contrast of the logo in the top line in the background? Is it the image that they’re including that is the most enticing because the image on the far right is more clear and defined in the images on the left and in the middle. The one in the middle blends in I think. Image two probably bombed. I could be completely wrong because if this is mainly, for example, if it’s mainly a female buyer they’re going to be like, that’s the prettiest ad and I want to click on that one.

34:36

Honest to goodness, that’s the type of things that happen so alright, reveal it, okay, what’s the total, what are the totals? What have people voted on so far? Okay, so it was a tie between three and one and there were some stragglers that liked two but as you can see, number one was the actual winner and I’ll let Jalali talk about that some more.

34:55

Yeah so actually, this one and go to this, has been really useful for me because I’m realizing nowhere in where do you see, this is a healthy product that helps you stop smoking right? So you don’t really get that really. yeah. Did you even know that that’s what this is. It doesn’t, it’s like smoking like air or something. It’s like a, it has a Vitamin C right? So it’s meant, that’s what it’s for, and I think that’s, you know, it’s kind of, but yeah, I agree, they’re very, I did not think about it. Say, display an ad that doesn’t have a real strong call to action, which probably explains why we’re getting good click through, but the conversion has been a little lower than we wanted right? The acquisition cost is high like you know, fracture, you know, it’s a similar brand like a direct-to-consumer brand. That is I think, in many respects is similar to this. Like fracture does photos printed on glass. This is a portable oil diffuser. I mean, there’s plenty of essential oil diffusers but this very portable version is kind of like, what we’re doing, like we’re still doing printed photos but it’s on this new medium. And what’s worked best for us and this is related to, you know, Moxie, like you know, leverage just as much as you can. We introduce it as a new way to do something you’re familiar with. That’s typically performed best for us. We say pressure is a new way to print your favorite photos on glass so we introduce a new way, reduce the new medium that we’re doing. The product they’re saying this is a new way to diffuse your essential oils. Now if it’s for smoking specifically man, you get a whole slew of tests you can run because you’re going to want to lead with how it’s a cure for smoking or can help you with smoking. Mix that in with a handful of other value propositions that you could work with but to me I thought, you’re just going after the plethora of essential oil people.

36:46

Like, you know, shoot I have oh my gosh Doterra, you know super high-end essential oils, like awesome stuff I got a Doterra Diffuser and Doterra essential oils in my house right now. And if you’re saying hey, I can just like take this with me and it’s like simple and easy and like, I guarantee it’ll make my car smell better. I got three kids, so I’d be like this is a pretty cool product. Yeah yeah there’s a lot of value props for this. Yeah, i think the takeaway is just like, you never know until you test right like, that’s what Jalali and Jimmy keep saying, and somebody has asked, do you think audiences get offended by retargeting because they have to see the ads so many times across various channels. And I think that’s really interesting because that’s the whole point of why we’re here right? Because retargeting works so well so what’s the reasoning behind why it doesn’t, you know, why it works so well and why people don’t necessarily get offended by it?

37:40

Well I think first of all, you can get offended by it. There are ads that I see that are just horrific you know. And they are annoying you know, and there are aspects of ads that are just bad you know. Off message. You know, they are one of the biggest sort of offenders from a tactics standpoint for retargeting is just the ad frequency that you run them at right? So, there is sort of a sweet spot of the number of times that you want to present an ad of the same cop of the same exact creative, before you need to expire that and move on to new creative, that’s why creative refreshes are so important right? So it’s not so much that they’re seeing your ad right and you know everybody’s got the cases where you’re just somebody who’s like a huge offender of those sorts of things. But what I’m getting at is that you have a chance to be able to present a message and then refresh your creative and present a message and refresh your creative and send a message and you’re sort of pulling them along and if you think about it in the context of sort of like email marketing for example. It’s very similar so with email marketing what you’re doing is you are trying to pull somebody along in your, in the buying process right from the top of the funnel all the way through. And so you know, you can also do that with your retargeting if you have sort of that same sort of mindset right? You pull them along and you do it in such a way that it, that it’s you know, useful. You’re sending them multiple messages to the same prospect.

39:39

Yeah, alright. So we have good ways to control frequency and SharpSpring Ads. Does everybody know what frequency is? Like that the number of times a customer can actually see an ad you can control that in many respects, are there lots of flexibility on that in PA?

39:58

Yeah, so you can dial that in. You can control your frequency camp. Daily frequency things like that. Yeah alright, well yes, I would say you can move on the slide, but in terms of driving people insane with retargeting, that problem usually solves itself because if you’re driving people crazy with your retargeting ads, they simply will not perform and you’re not going to want to keep spending money on them. Like that’s the behavior you’ll see, is a quick drop off and response and performance. So you know, the numbers will kind of do the telling and that happens across every platform. That’s Google, Facebook, search ads, TV, you name it, streaming, YouTube, you name it. Yeah, that’s right. I mean, just to sort of rip off of that for a second, but I mean essentially you know, the numbers, tell you but if you don’t knowhow to interpret the numbers you might think it’s the ad itself right? So a lot of people sort of feel like retargeting, and this is just my sort of my experience as I talk to people every day, you know they feel like if they’re in Facebook or they’re in Goodle. You sort of like just click the remarketing button or click the retargeting button. You sort of like have solved, and you’re doing retargeting. That is, I think one of the biggest ways to sort of waste money in my opinion. You are sort of setting yourself up for failure. If you think that you know, a Google or a Facebook, or you know someone is going to do a superior job, then you can do right so being able to take a platform whether it’s SharpSpring Ads or something else right? Just in retargeting what you want is the ability to come in and make sure that. you’re getting in front of the right audience right?

42:04

And you know, with retargeting that’s very easy to do and then being able to understand the data that’s coming in and being able to tweak and adjust your ad performance and so there’s sort of a premium that you would end up paying if you just sort of do the set it and forget it. I think what you want is that gets eighty percent of the way there, are then that last 20% is understanding doing things like this right? Doing testing, creative optimization, things like that. Yup, so this is this slide that we’re seeing right now is kind of a similar thing. It’s another Moxie test but I think these ads came from that test right? Like we, what they learned from that previous test Jalali, and then they came and were able to create something that had a much better performance right? Yeah. I just wanted to include this for two reasons. One is the one on the right has more than double the click through than any of the ones we’ve looked at. Pretty clear call to action, but I think that the reason I want to show this is this is an example of a company had one product they’ve been retargeting that product, the stop smoking thing, that we just saw Covid hit. They said “oh, we have this other thing, let’s pull it out of the back room and retarget to all these thousands of people that bought our other product. This new thing that’s now highly relevant, right? So that was some months later. It wasn’t just hammer them with banners and then flip some new offer. it was kind of a strategic thing and so that’s working really well for them so you can kind of think about that. It’s like well, someone bought something once, you know, now they’re going to buy something else and when can I put it there, but it’s also I feel like it’s a probably, the clearest ad out of all of them, I don’t know.

43:53

So yeah, so this is a really fun one. This is another poll we’re gunna let you guys pick again on this one. But as you can see, yeah, so this is our own ad, SharpSpring Ads’s ad, that we run and we did a variety of creative with this one, all with the same call to action, $100 ad credit. But yeah, so go ahead and vote you guys, and I’ll let Eric and Jalali kind of talk over these as we get your responses. Just background on this, so these are people that have, they started the sign up process, or they saw the sign up offer basically and stopped and so we have, we have set a frequency of over the next few weeks show them a few of these and you’ll see some of these ads if you go to our site.

44:42

Awesome, so yeah. Just to be clear. There’s no button or anything to click to vote, you just type it in the chat and I’ll see everybody’s responses in here and by the way, I was gunna say I think this is the first time Jimmy has seen these ads, so I’m curious to get his thoughts.

45:10

I mean, I think he should at the end of the day, you know it’s like another iteration of this test. So yeah, you’re not gunna hurt. Oh I think it’s why we’re here right? Yeah so like I’m looking at these. I’m looking at the same things. I’m looking at like, what’s the top of that headline. What is it saying? What’s the contrast and you see a few themes here. This could be your ad. It does, there’s three on the right, that’s like this could be your ad. If you want to say welcome to the future of advertising, I see the hundred dollar ad credit and stuff like that. So they’ve been what’d you say Jalali, they’ve been to the site, and they’ve been to the sign up page. They saw at least saw the offer and did not sign up. They’d never logged into the dashboard, so they didn’t make it through. I’m typically going to go for the one that has the best contrast on the best part of this offer, which I think is $100 ad credit. So what I’m looking at is, like okay, based on what I know about these people, I would say, ad four, I would say ad five, me personally I like ad five. Why do I like ad five a little more than ad four? Because it includes the same imaging with that target on the ad, bigger than on ad four sounds weird. That’s what I like. I also think the text on ad five is a little bit larger in terms of the SharpSpring Ads which they’ve already been to the site. They’ve already seen SharpSpring Ads, so including the logo information, I have a better contrast of the orange and black. The only other similar contrast is ad three.

46:42

The only reason I don’t like that is because the light color, the grey. If it’s on a white background it kind of blends in. Yeah I agree. And if you, for whatever reason, to my eyes it doesn’t look like it has.. Yeah if you’ve ever been to our website, you know that our background is either black or blue and with the white logo over it. And so the number five and four kind of replicate that with the black background. And then two is the gray, isn’t something, isn’t the color that we use on the website. So that’s just a different color scheme. That note that the personal hasn’t seen before because that’s not what we use. What now, no we’re not ready yet, sorry Jimmy I just talked over you I didn’t hear you. No worries, I was like, I’m sharing the next ad that PA needs to test. This bench, I have to do it because people are gunna get it. So along the same concept that this could be your ad was, there’s a bench that has an advertisement that says “if you’re reading this, our advertising works, call this number” and it’s totally amazing. Like that strategy I think would be awesome for one of these banner ads for people that have already checked it out. I think I’ve seen those on I-75 driving through. You see them because they’re working.

48:08

It’s all there is to show versus tell you, show you, you know too much, it’s the proof, it’s the credibility, and proof. That’s right, okay everybody hurt my feelings. A close second, so they’re real close. So what happened to my boy over there number five? I don’t know, it’s not art deco or something. Yep. Yep. Getting rusty. I mean, I think there is an element of blindness when you know, you’re looking at a page and you’re like what’s a content, what’s an ad? Yup. So I think that was the goal there. Break up the flow a little bit, but they’re both actually very close results-wise. Alright yup. Just never know when you test right. Yeah, you don’t. That’s right. Alrighty.

49:13

So this, I’m gunna set up Jimmy to talk a little bit about some video he’s doing. And the reason I want to say that is because we looked at the first slide we were showing the sharks and stuff here, but video is outperforming as an ad format many times over. So what you’re looking at here is how people move through video. So we’re instead of watching like how do they convert at the end of it, we’re kind of interested in how far they go along. The point is like, it’s all the same math and all the same testing. So, just go to the next one. So I just pulled some videos from your portfolio. I’m not sure if this is your best performance, can you just talk about what you told us about. Why you’re using this medium. Kind of how it works. So these are our linear TV, regular cable TV ads, and we do nationwide advertising and for fracture it is the most cost effective advertising that we do for new customers, the cost is significantly lower than most people would expect, but you have to have pretty big budgets. We pay about three to four hundred dollars CPM on TV advertising which is kind of amazing. But we also have this great video creative in this particular one. It is the one that you have up is we have, we’ve tested many other videos and this one just creams everything else like by minimum of 40 to 50 percent. That’s a big big gap but what we, you know, looking at the video and what it does for fracture and like what we’ve kind of learned through all kinds of ad testing on Google and Facebook and streaming and Youtube and stuff like that is how. you lay out your video and like, how you start your video is really important.

50:52

Like I know, you’re showing your metrics Jalali, but in our metrics for example on Facebook, only 6% of the people get to 100% of our Facebook videos or Facebook ads, only 6 people get to the last slide, the slide you’re looking at right there on the right where it says that has the coupon code only 6% of people even get that slide. So it’s almost like it doesn’t even exist. So when you’re looking at our ads, the first three seconds are the most important. First three to five somewhere in there is like almost 90% of the performance. So, you know what I can go on and on and on about TV advertising and video ads and stuff like that, but we’re going back to let me relate it back to retargeting TV ads is a big, I call it funnel. So you’re gunna get awareness, you’re gunna get middle funnel people that I’ve already seen before across Google, Facebook, whatever, and you’re gunna get bottom of the funnel. But we almost have to retarget to get the most value out of that traffic. So, we’re talking about tens of thousands of people per day get to our site and all that stuff is scooped up when we’re targeting, where we’re targeting in Google, we’re targeting in Facebook, we’re targeting on SharpSpring Ads. Like we’re pulling all that stuff in to capture as many of those people as possible, which boosts the ROI on that initial TV spend. So, many places that you’re driving traffic, I mean, it’s for us, like it actually wouldn’t work without retargeting Facebook and Google would not work as an acquisition channel really without retargeting. So yeah, you know, far away, any other questions that you may have, but like that you know, video creative is taken off if you look at Facebook stats. I mean, number one format is video for sure there’s some interesting things with it.

52:34

Like, I know I spend a lot on Facebook so I know tremendous amount about the Facebook retargeting. But like, you know one on one video formats are huge. Lots of little nuances and you know these guys at SharpSpring Ads are constantly testing stuff like that, and probably help figure some of that stuff out. So yeah, so if. you guys have more questions definitely throw them in. We haven’t had any so far, but if you guys think of anything related to video let us know and we’ll throw that in at the end. We are getting close to our time so I want to move on and show you guys this one. This is a really interesting one. Jalali, you know a lot about this one.

53:14

Yeah so, if you’re on the last webinar, this is what we used to market the last webinar, we also presented the results of it and the key, I’m a little bit annoyed because I made this little case about how to apply more than double the call .The conversion, right? Basically so, same ad one was learn more and want to supply and I had this whole theory. I was like, well it’s exclusive and that’s why it’s working. But this is why you have to test if you go to the next one, since we’ve got more data on it, if you go to the next one I believe, what’s happened is it’s switched so now, and they’re close to right .27 .33, it’s kind of equalized a little bit as the sample says get bigger. But it’s clearly not winning anymore and so that’s kind of where I guess my point with this is. First of all, you have to run it long enough to make sure you get enough data or you can make some real poor decisions right? like if I’ve been testing taglines or messages for Eric or something like that, and we just went with something that was wrong, right? That’s where it just, it’s a nice medium. So yeah, I didn’t want to get too much, just kind of share some of these that were on the last one we talked a little bit about this.

24:14

But again, so one thing that I would want to like sort of bring up, sorry I didn’t mean to catch ya’ll I think you know what’s hard to connect sometimes is, what do these numbers mean, so they’re you know, it’s not like we’ve gotta you know, well I mean, you know we have you know, we can have statisticians and data scientists and mathematicians, you know, do the math and they can sort of like look at it and say “oh wow, that’s a huge difference” but what does it mean in terms of dollars? Save dollars earned, like can Jimmy give me context for that? Why does it matter? That’s my question.

55:01

I mean, so you know, we’re constantly looking for the absolute lower cost per acquisition, lowest cost per visitor possible. You know, even 0.27 to .33 when. you’re talking about small numbers. Like this, that’s actually a bigger percentage that’s a little over 10% more. When you’re talking about big budgets you’re spending ten, twenty, thirty, fifty, a hundred, thousand dollars a month on advertising, 10% is ten thousand of a hundred thousand. We spend about six to eight hundred thousand a month and if you save me 10% that’s sixty to eighty thousand dollars. The bottom line that’s like, I mean, you know that someone’s house I mean, it’s only small when you have very small traffic and very small spins, but as you grow it becomes exponentially more important that you dial in every little but that you get, in testing like I said, I’ve run eight years of testing with marketing experiments and stuff like that.

56:09

What Eric was saying was absolutely true, and Jalali will sound absolutely true where you got to run a test and get enough data to get some sort of validity because tests tend to normalize over time. And what happens like, for example, the ad that you just showed where it was, 7.76 is really high, usually wheat that means is the most qualified people that were ready to start and apply, saw the ad connected and went and everybody else who wasn’t quite ready yet. Turn them off a little bit, but over time, the second ad in the middle right here, or sorry, they’re adding the right, they learn more ad appeal to a maybe a bigger group and they’re starting to catch up and what that happens all the time in testing. But with this when you take a game like this .27 to .33 and you get another little gain on your landing page and another little gain on improving your checkout process or maybe you add cart recovery or something like that and you get another little gain by adding like am upsell or incentive on the checkout or the thank you page and you add all those little gains up, you go from like that 10 turns in like a 40% gain in overarching like revenue per cut for per visitor revenue per customer. Whatever metric you’re using it really adds up and like I said, as you go, as. you scale up, and as you grow, it just becomes shockingly important to scoop all that stuff up.

57:29

So here’s a good question that Jeffery wrote in. He asked, he said like how many ad sizes do you normally want to test is this form, is it you want me to ask? Yeah I’ll give you my, I’ll give you my, this based on like where you’re at, you’re gunna start with the most popular sizes if you’re limited, what are the most popular sizes you use, and PA is going to have those and be able to share those with you if you have more resources and you’re able to build out as many sizes as you can. I usually build up every single possible size. Why the heck would I do that? What you’re doing is you’re expanding the inventory of advertising placement that is available to you. So if you only build small ads, guess what they can only show in small places if you only build big ads, it can only show in big spots when you build them all. What you’re doing is you’re letting the platform which whether it’s PA or Google or Facebook or YouTube or whatever. It’s able to use your ads where it’s a best fit for that visitor and you get more value. So like when I’m running, I’ll just give you an example of Facebook. I’m talking about retargeting ads. I’m talking about every ad we build out every type of ad and every size of ad and every single time that we can, and if I start cutting, I’m cutting the small little fringe groups and I’m not cutting the major stuff that brings in revenue, but where there’s interesting opportunities is the stuff that no one, if the stuff that no one builds out is usually the most profitable because there’s so fewer people building those more less used ad formats. That there’s less competition and you literally pay less. So don’t be afraid of like “oh yeah, this here’s this weird banner size usually that weird banner size. It’s not gunna have much volume but it’s going to have really good performance.

59:19

You’re like man, why can’t I get that across you know. These major ads. Well you can’t because there’s about 300 more people showing those same ads and competing with you. yeah, bidding against the same ad, your ad space, you are. That’s right. Everything’s an auction. Everything’s an auction. Dead right. Alrighty, so that’s pretty much it for all of these of the ad tests that we have, but here at SharpSpring Ads we’re running a couple things that are really interesting for you guys. I’m gunna let Eric talk about that.

59:50

Yeah so, we’ve sort of been sitting the last, I don’t know, it’s been a little bit over an hour, we’ve been talking about like what does that look like, you know, like how do we make this practical, how do we make it actionable. You know why do you know why’d you just hang out with us for the last hour and hopefully you got some little nuggets that especially like that last one that Jimmy just dropped that you can find that’s useful that can help you increase the performance of the ads that you have or get. you rolling and get you started off in the right direction if you’re getting started out and one of the ways that we’re trying to do that is trying to make that a little bit easier. So we’re doing that a couple of different ways and it’s actually not showing here, but one of the ways that we’re doing it is we make these types of people that have been on this call and been doing these critiquing available to you and we do that in the form of our account managers. These people, they we are sort of sitting in a really interesting spot right now. We can see even in this environment that we’re in today. What’s working and what’s not working right? So you know we can see where the different ads are working you know, which ones are performing better and we have all this data and I would just encourage you if you’re not sure you’re looking for things you know, we want you to be able to sort of take advantage of us, take advantage of these folks that we have that are super smart and they do this all the time.

61:21

That’s the first thing I would probably say, so there’s an email address there, feel free to email us at creativeperfectaudience.com. And then the second thing we’re trying to do is just sort of make it a little bit less costly to test. I mean, if you’ve gotten anything out of this entire conversation, it’s really you know, it’s really all about testing right? It’s about figuring out what works and what doesn’t work and what the data is telling you and those things that you know, separate sort of like the people that have real success and the ones that sort of struggle alone and we’re just gunna try to make that as easy as possible by giving you the data and our dashboard and SharpSpring Ads. But then the other thing we’re gunna try to do is help make it a little bit easier to test a little bit less expensive. So when you, because you’ve attended, we’re actually going to give you $100 for attending, and then another $100 for your first campaign. So a total of $250 just to sort of get started and start testing a little bit. And you can do that for whatever campaign you’d like to spin up and then the other thing is something we just recently started and this was sort of just out of our, for lack of a better word, just sort of what’s been going on in the world in the last, gosh I don’t even know, it’s been, the I’m trying to think, eight weeks now, is that right? That all of this has been happening and everybody’s working from home and so the entire world is, and so one of the things that we were doing was sitting around talking about like how do we make that easier and so we came up with this matching program and there’s no catch to it.

63:03

It’s basically just, you invest dollars we’re matching up to five thousand dollars, you come in, you know, you invest five thousand dollars in a given month and we won’t match that then the following month and it’s sort of our way of saying, not only do we believe in what we’re doing but it also again sort of goes back to what I was saying earlier. Just sort of helps make it easier, less expensive to test and that’s at the end of the day you know, I think what’s going to give you the best results. So I’m super excited about it. Thanks for everybody too, for joining us. We’ve got a ton of questions and we didn’t get all of them. i think what we’re gunna have to do maybe like Monday or something, we’ll just do like a Q and A after this and just go through all the questions that we got. We’ll do a quick Q and A, send that to everybody. It’s just like, here’s the question, and then we’ll just do a quick response and we’ll do that with video or something and yeah we have some really really good questions in here. So we appreciate you guys all being engaged and being interested and we’ll definitely get to these on our Monday video and get that out to you guys. But in the meantime this slide has some more resources and of course these are our speakers again, Eric, Jalali and Jimmy so when this, when the deck and the video recording gets emailed out to you guys, you’ll be able to click on these links and check out anything that you might want to revisit from here. Hey Jimmy thanks alot. I know you’re super busy, for coming on here. Yeah no it’s fun. Anytime, bring me back.

64:53

Yeah thank you everyone. Thank you for joining with us today. This has been a lot of fun and we’re super happy that you guys tuned in. Thanks, thanks everybody. Yeah, al right. You guys have a good one.

Kathleen Davis

Kathleen Davis

Digital Marketing Coordinator - Perfect Audience: Kathleen is an enthusiastic marketer experienced in marketing automation, campaign management, and digital analytics. She's previously worked on direct mail campaigns, spear-headed lead generation efforts, and managed a team of interns at SharpSpring.
Post categories: Webinars
Post tagged with: A.I., Jalali Hartman, Todd Lebo, Webinars

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