How to Retarget Your Ads on Facebook

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AOC Retargeting AdRetargeting on Facebook is a digital marketing tactic that’s been getting a lot of attention lately. And rightly so – because retargeting gives you a chance to reach customers who are serious about purchasing your product or service.

If you’ve never heard of retargeting, you’ve probably experienced it. Ever looked at—say, a pair of boots—online and then seen ads for those boots at every site you go to after that?


Well, those ads aren’t coming from the magic internet marketing fairy – They’re coming from a digital marketing tactic called retargeting. 

How do you know you’re reaching customers who are serious about making a purchase? Well, it’s because retargeting works by placing a cookie in a customer’s web browser when they hit a certain landing page on your site.

In other words, you’re only advertising to people who have shown an intent in purchasing your product.

If they leave your website without making a purchase, you can then serve them a retargeting ad, promoting your goods or service as they browse elsewhere on the web.

So for example – let’s say you own a store that sells artisan candles. A person was browsing your website, looking at different candles – then left without making a purchase.

In the past, that would have been the end of the story. But with retargeting, there’s still opportunity to get a customer or client.

Continuing with our candle scenario, we now find this person later logging into Facebook to share a status update. It’s here that she sees an ad for your candles in her newsfeed or sidebar. She is reminded of her original intention to purchase, clicks the ad, and buys the candles she was initially considering.

So, in this example, retargeting was able to help save a sale that may have been lost forever.

Pretty cool stuff, huh? And here’s the really awesome thing about retargeting: You don’t have to be a master web coder to run a successful retargeting campaign.

With tools such as Perfect Audience, retargeting is actually quite simple.

Perfect Audience creates a “perfect pixel” for you – which is the tracking cookie that consumers will adopt when they hit your given landing page.

Perfect Audience Cookie - Manual Installation

You simply copy and paste the code that Perfect Audience provides, and place it into the code exactly where Perfect Audience instructs. This part was actually so much easier than I thought it would be – Perfect Audience has step by step instructions, along with pictures that clearly highlight where the code needs to go.

The instructions are even tailored to the platform your website is built on. Really. Easy. Stuff.

From there, it gets even easier (and kind of fun, if you love marketing, like me). You create your retargeting list, which again – is something Perfect Audience walks you through. You’re able to segment your audience into different lists, and also able to have a master list to market to as well.

After that, you’ll select your conversion goal. This is simply, how to track the success of your campaign. It may be purchases of a certain product, registrations for a conference, or sign ups for an email newsletter – whatever it is you want consumers to do as a result of your retargeting ads will be measured here.

 At this point, it’s time to create your Facebook retargeting ads!

This process is also simple and straightforward. The specs for the ads are clearly laid out for you, and preset forms guide the amount and type of copy in the ad as well.

Perfect Audience - Template is Set for you

All you have to concern yourself with here is coming up with attention grabbing graphics and compelling messaging, using the allotted space.

This can actually be a fun process, if you’re someone who’s into copywriting. Last step is to launch your campaign. 

Select your retargeting list, set your budget, and select the conversion goals to track.

Once the data starts to roll in, there’s a healthy amount of metrics available to track.

All of the standard web tracking metrics are in place, such as cost-per-click, to cost-per acquisition, click-through-rate, conversions, and cost-per-thousands impressions (CPM).

There’s also a metric for view conversions, which are people who were served your ad, did not click on it, but did return to your website to make a purchase. 

Perfect Audience believes this metric can account for up to 30% of conversions.

While this is interesting stuff, if you’re looking to review more concrete data, such as conversions resulting from clicks, you can simply remove the view conversions metric from your tracking reports.

If you’re going to run retargeting ads on Facebook, Perfect Audience is a great tool for getting started and from what we’ve seen, can be an awesome tool for building long standing retargeting campaigns.

So, does retargeting work? Well, at the time of this writing we’re using retargeting for the Agents of Change conference. We’ve spent $212 and have sold $9,600 in tickets through retargeting. That’s a 4,500% ROI! (Gross, ‘natch.)

Check them out here! What’s your biggest question about retargeting? Ask in the comments below and we’ll get you an answer! 

Katrina Crowell
Lead Gen Expert & Perfect Audience Fan

Why You SERIOUSLY Need to Come to Agents of Change This Year

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    http://www.takeflyte.com/aoc2014
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Agents of ChangeThis September 26th, 2014, we’re putting on our annual conference that’s all about how you can reach more of your ideal customers with search, social, and mobile marketing. 

It’s called the Agents of Change Digital Marketing Conference, and if you’re reading this blog (or email newsletter), then chances are you’re going to love it.

Imagine a full day of some today’s top digital marketers sharing their best tactics and strategies on Facebook, LinkedIn, Pinterest and ranking higher at the search engines. Tips for building and engaging an audience. Advice on how to reach more customers on their mobile devices. 

In short: how to build your business in a digital world. 

That’s what you’re going to get at Agents of Change. (more…)

How to Manage Your Email with Boomerang

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Boomerang for GmailDo your proposals get lost in email? Do you ever forget to follow up with someone for an important event? Do you sometimes lose track of email threads? Then read on, because we’ve got a great tool to help regain control of your inbox. 

Today I want to share with you a tool I’ve been using for several months now that has helped me tame my inbox, save time at work, and keep on top of proposals, work agreements, and other important activities for my business.

It’s called Boomerang, and it’s an add-on to Gmail.

If you’re not using Gmail because you want to send emails from your own domain, check out How to Send Branded Emails from Gmail

It’s got a lot of different features, but the one that I find most powerful if you’re a small business owner, or in sales or marketing, is the response tracking.

Have you ever sent out a proposal or request for a meeting and never heard back? Maybe you forgot about it, or it got entered into a customer database that you don’t check as often as you should?

Well, once you’ve installed Boomerang on your computer, you can ensure that you don’t drop the ball. If no one responds to your email, boomerang will send you a reminder at a time and date of your choice so you can act on it again.

Here’s How it Works: 

There are other features as well, including delaying the sending of an email. Perfect for when you don’t actually want a client to respond to you before you leave for the day, or when you want to make it look like you were burning the midnight oil when actually you’ve been catching up on your beauty sleep.

 

Boomerang is free for up to 10 message credits per month. If you want more, plans range from 4.99 – 49.99 a month. I have the $5 a month plan and it’s all I need, and probably the best five bucks I spend all month.

And if you liked this video, please go ahead and give us a big thumbs up and click the “subscribe” button so you’ll never miss another episode. 

Rich Brooks
I am my inbox

Welcome, Katrina!

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katrina-krowellWe’ve got a new hire here at flyte, and we want to introduce her to you all!

Katrina Crowell has joined the flyte crew as our new Inbound Marketer, ready to help you with your SEO, social media campaigns, email marketing, and basically all of your digital marketing needs.

Katrina is a graduate of the University of Maine, and has over 6 years of experience in web content development and social media marketing. She has worked as a ghost blogger, freelance web marketer, and SEO consultant for businesses across a wide variety of industries. And having spent 5 years in the direct response industry, she also loves digging into reports and data analysis.

(Which makes one of us.)

When she’s not crafting a new blog post or sending out witty (or genuine attempts at being witty) tweets, Katrina enjoys spending time with her husband and two kids, writing and singing pop songs, watching horror movies/reading horror novels, and working out.

Also, we apparently not only work out in the same gym, but use the same weird, hidden room filled with old-school workout equipment that most members don’t even know about, yet have never seen each other.

So, one of us is obviously lying.

Welcome to the crew, Katrina!

Rich Brooks
Happy Boss

How to Blog for B2B Lead Generation [A Case Study…with Beer]

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    http://www.takeflyte.com/blogging-for-b2b-lead-generation
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Blogging for Lead GenerationHow can you use a blog to reach your audience? To grow your business? Is blogging still a viable option for B2B lead generation?

Today we’re going to see how a single, well-planned blog post can put you in front of your ideal customer when they’re ready to make a buying decision.

Tidestone Solutions is a B2B (business to business) company from Portland, Maine, that offers mid-sized companies business process and accounting software solutions. Their area of expertise is within Microsoft Dynamics GP, 

Kelley Sintz is the Business Development Director and was looking to grow their business within the craft brew industry. She was either unwilling or unable to provide me samples for this story. But I digress.  (more…)

The Marketing Agents Podcast Turns 50: A Search, Social, and Mobile Marketing Podcast

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The Marketing Agents PodcastAre you looking for a marketing podcast? Do you learn best when listening to experts share their best tips and tricks?

If you’re a fan of podcasts or audiobooks and are looking for new ways to market your business and generate more online leads, you might want to check out The Marketing Agents Podcast

This is the free, weekly podcast (Internet radio show) that’s all about how you can use search, social, and mobile marketing to reach more of your ideal customers.

The show is hosted by me, Rich Brooks, and I get to ask marketing experts from around the world (quite literally) how you can grow your business with digital marketing.

The other day we just hit our 50th episode, so I figured I’d celebrate with a look back on those first fifty. Feel free to check out any of the links below (they go to the show notes where you can listen to the show), or if you’re ready to jump right in, you can subscribe (for free!) at iTunes or Stitcher Radio.

The Marketing Agents Podcast - iTunesThe Marketing Agents Podcast - Stitcher

Big thanks to John Lee Dumas and Michael Stelzner who got me to podcast in the first place!

And here are the first fifty! (more…)

How Zombies Helped Me Build My Brand

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Tzombie-rich-brookshis post is sponsored by Visa Small Business, but the opinions are all mine, and any comments are all yours.

By showing your personality and being yourself, you can quickly break through barriers and make business connections that really matter.

Birth of the Undead

Back when I first got started on Twitter in aught seven, I didn’t know what to put on my Twitter bio. So, I played it safe and mentioned only my occupation: I run a web design and Internet marketing company.

After a couple of years I found my voice on Twitter and decided to inject a little more of my personality into my bio; a personality that some describe as irreverent and others describe as annoying. (There is no wrong answer.)

(more…)

CHART Metalworks Christens Responsive E-Commerce Site

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    http://www.takeflyte.com/chart-metalworks
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chart-metalworks-home-page

The Client:

CHART Metalworks creates custom nautical-themed jewelry “for you to tell your own story.”

The Objective:

Promote and sell more nautical jewelry through a redesigned e-commerce site.

The Tools:

The site was build on WordPress. The shopping cart is Shopp. The design and development came from flyte new media.

The Outcome: 

CHART Metalworks re-launched their e-commerce website that showcases their products, custom jewelry options, and upcoming events and new products. It features custom pieces, best sellers, gift cards, and a blog.

Responsive Web Design = Mobile Friendly

Since a growing percentage of CHART Metalworks’ customers and info seekers have mobile devices in tow, the site was built to be responsive. That way, it’s optimized for desktops, tablets and smart phones or whatever size screen is being used.

Site visitors can…

Order Custom Pieces: This page lets visitors add custom coordinates to map necklaces, map earrings, map bracelets, accessories for the home and body and menswear.

Purchase Gift Cards: The new CHART site has a page to let customers purchase gift cards in various denominations and send electronically for purchase via the website or at their brick and mortar store.

Purchase Pre-Made Best Sellers: Check out what items are the most popular and order them directly from the page with options for gift wrapping, engraving, and rush shipping.

How CHART Does It

Check out this video of how CHART helps you tell your story.

Is It Working?

Just the other day we got this nice (unsolicited!) note from John:

“Since the launch of our flyte e-commerce site internet sales are up 32% in less than a month! Thanks, guys!

–John Guptill
CHART Metalworks”

Be sure to visit CHART Metalworks if you want to wear your favorite territory as jewelry, create a custom jewelry piece for someone special, and flyte new media if you need to navigate through an update or redesign of your own website. ;)

Rich Brooks
Anchors Away!

30 Essential Travel Apps You Can’t Leave Home Without

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Business Travel AppsThis post is sponsored by Visa Small Business, but the opinions are all mine, and any comments are all yours.

Sometimes Skype or Google Hangouts aren’t enough. You need to press the flesh and look right into your customers’ eyes.

For times like that, you need to leave your office and meet face to face. Whether you’re traveling by plane, train, or automobile, there are plenty of apps to make your next business trip as effective and affordable as possible.

Here are 30 essential travel apps to maximize the ROI of  your next business trip. 

BOOKING TRAVEL PLANS

Hipmunk-IconHipmunk
Hipmunk is the fastest, easiest way to plan travel. They compare all the top travel sites so you don’t have to. Plus, you can save up to 60% off hotels with their Tonight Deals.

Platforms: iOS, Android

Cost: Free

(more…)