Start from scratch, learn to open a store on shopify in 30 days to remarket—Day25

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Today we are going to talk about remarketing. Remarketing is very important, and I think everyone should be familiar with remarketing.

I will tell you the basics of remarketing, how to create remarketing ads, and provide advice on some of the big problems you encounter.

Today’s content I’ll talk slowly, I’m going to talk a lot to make sure that everyone can understand it in depth.

If you have any questions about remarketing, or don’t know how to do remarketing, I suggest you digest this section.

Remarketing is the best way to get traffic, and it can also generate the highest ROI. Advertising has the best return on investment. As for the reason, I will talk about it later.

Many marketing experts believe that building remarketing lists is not as important as mailing lists. However, I personally believe that building a remarketing list is as important as building a mailing list. The two can actually complement each other.

Regarding remarketing, you may encounter two major problems:

#1: If you have no traffic, how can you build a remarketing list? So how can we get traffic to build remarketing lists.

#2: After I have a remarketing list, what should I provide? If you just leave the remarketing list there quietly, they will not make a purchase.

In the previous chapter, we talked about using interest positioning to obtain traffic. If it is unfamiliar traffic brought by interest positioning, and others do not know who you are, what should we do?

I will answer these questions one by one here.

However, in order to thoroughly understand why remarketing is so powerful, the first thing to know is to be clear about the content of remarketing, including what remarketing is and what functions remarketing has.

Remarketing refers to a group of people who have viewed your specific assets (videos, websites, clicked pictures, etc.). For example, you can create remarketing lists for audiences who have watched your Youtube videos, or you can create remarketing lists for audiences who have viewed your website. Marketing list. We can do remarketing based on many different content, not limited to audiences who have visited your website.

The audience in the remarketing list has expressed interest in you and your brand, but it does not mean that they will definitely make a purchase. You must understand this. These audiences are just showing interest.

Generally, when we advertise to the public, we hope that the same person can see your advertisement several times. But if we do remarketing, you don’t have to. What you have to do is to divide this batch of interested audiences into a new group, and then we will target advertising.

Let's take a look at the picture below:

This blue circle represents normal traffic. In the previous section, we talked about using interest targeting for conversion advertising. We chose two interests: Johnson&Johnson, Johnson's Baby. Then the traffic brought by this advertisement is ordinary traffic.

The red circle represents the remarketing list. We also showed remarketing ads in the previous section. Note that the remarketing list comes from normal traffic. We filter ordinary traffic to form different remarketing lists, and then we subdivide the remarketing lists, such as the audience who clicks on the advertisement, the audience who has seen the advertisement, the audience who has watched the video, the audience who clicks and purchases, and so on.

The size of the audience in the remarketing list will be divided into different sizes. For example, the audience who clicks on the ads are more popular than those who buy, and those who buy more are more popular than those who buy. The size of the audience who buys is the smallest but also the best.

Suppose we are doing a video ad, then, our remarketing list (can be imagined as an inverted pyramid):

Level 1: Audiences who have watched video ads belong to custom audiences or remarketing lists who have watched the video.
The second level: the audience who clicked into your store through video ads.
The third level: the audience of additional purchases.
The fourth level: the audience to buy, the least number of people but the best profit.

If you want to create different remarketing lists, you must first get regular traffic, which is very, very important.

So how to create a remarketing list?

I have explained the basic knowledge of remarketing before, and now the first problem I face is: how to create a remarketing list.

First, we must use interest targeting to advertise or obtain ordinary traffic through other means. We want to create ads to target the audience’s interests. Once they see your video, click on your ad or enter your website, you can start creating remarketing lists.

The following is a descending order of my different remarketing lists, from top to bottom:

-Website visitors (with purchases), few people, standing at the top of the pyramid.

-Website visitors (initiate checkout).

-Website visitors (browsing product pages).

-Browse ads and watch videos.

-Browse your social platform profile.

The audience who browses the personal information of social platforms is the largest, and the audience who buys is the least.

Therefore, to create a remarketing list, you must first acquire traffic.

If someone browses your personal data, then we can group these audiences who browse your personal data into a remarketing list. Why would you browse your personal information? It may be that you advertised on Instagram, and then they clicked on your INS account to see your profile.

After users read your profile, they click into your website to browse the products; then they add to the shopping cart; finally they make a purchase:

Now let's sort out our ideas.

The user sees the advertisement of your shop and checks your personal information; then clicks to enter your shop and starts to browse the products; next, add the products to the shopping cart; finally, buy.

Suppose there are 10,000 audiences who have viewed your personal data. Among them, 500 people have viewed the products in your store, 150 of the 500 people have added a shopping cart, and 15 of the 150 additional purchases have finally completed the payment.

Therefore, when we create a custom audience, the number of people who view personal information is the most, the number of people who browse the product will be reduced, the number of additional purchases is OK, and the number of purchases is the least.

If we want to measure the value that each level of audience brings to us, then it must be the audience who buys the most value, and the audience who browses the personal information has the least value.

So, you have to understand why remarketing works very well. Have you noticed that this is a funnel. Remarketing will push the audience through every step of the funnel.

Question 2: What do you need to provide to your remarketing audience

Here I will give you three suggestions, and then I will analyze them one by one.

First: Create a campaign to attract the audience back. For example, you can say: hey, we noticed you looked at PRODUCT XYZ, take 15% off on us if you buy NOW.

This campaign is to bring users back. They will return to your website and continue to complete the order they did not complete the purchase due to various unknown reasons. You have to make sure that you often appear in front of these audiences, or it can be said to be everywhere. We also do remarketing advertising so that the audience can see us at all times.

So, if you can see my ads everywhere, it’s because I’m doing remarketing ads. You may think I am too good, because you often see my ads. I will subconsciously plant my brand in your heart, a bit of psychological warfare.

Second: Provide some special things , such as: we've noticed you came and took a look at our store, we wanted to give you PRODUCT XYZ for free with any order of $20 or more.

You want to make the audience feel special. Let the audience feel that if they act immediately, they will be different. This method always allows you to make more money from the audience. So, if you can convince your audience that it’s best to act now and make them feel good about buying from you, then your store will benefit in the long term.

So, provide something special to make the audience feel special and let them find a way to buy from you.

Third: Provide free things, put the audience in the sales funnel and then sell the products in your store.

Suppose I have a shop that sells cooking supplies. I can provide the target audience with a free PDF file of the top ten cooking methods, and then lead the audience to the sales funnel to sell pots and pans and other products you want to sell.

The above three suggestions, if used properly, may bring you six or seven figures in sales. We can use remarketing to do many things, and remarketing is very powerful. You can save the audience. Facebook can save the audience for the past 365 days, and YouTube can save the audience for the past 540 days.

Therefore, we can continuously remarket to these audiences throughout the year. If the audience clicks on your other ad, it will be re-added to your remarketing list.

If the audience has never clicked on your ad, it will be automatically removed from the remarketing list. In this way, the audience in the remarketing list continues to shrink and become more precise, and the remaining audience will like what you provide.