If you’ve been surfing the Internet for about five minutes – you’ve probably been retargeted.

Have you ever been to a website, then gone to Facebook and seen an ad for the exact website you just left? That’s retargeting.

Or, have you gone to one website and then seen ads on other websites for that one website you just left? Again, that’s retargeting.

What Is Retargeting?

Retargeting, sometimes referred to as remarketing (Google Adword's name for it), is a type of advertising that helps a business keep its potential customers in arm's reach.

For example, you have a potential lead land on your website – and, unfortunately, they bounce (they leave after seeing the first page, they don’t commit any action, and they're gone forever!)

Instead of letting that potential lead get away, you can use retargeting to advertise to them again and again across different platforms (Facebook, Twitter, YouTube, other websites, etc). Each time, approaching from a different angle (maybe they didn’t like the first page they saw, but the second page you show them they may really like).

For example, if a potential lead lands on THIS exact page, and bounces – I can retarget them to introduce other articles they may find beneficial and/or I can advertise lead magnets like our Top Converting Email Series.

How Does Retargeting Work?

Retargeting is “normally” a combination of a cookie and JavaScript that allows people to be “followed” anonymously as they surf the Internet.

When a person who’s being “followed” with a retargeting cookie arrives on a website that’s part of the retargeting ad network, the JavaScript code is executed. The JavaScript code sends a signal to the retargeting advertising network which then performs a bunch of fancy calculations where they figure out which retargeting ad to display. Then, an ad is displayed.

One of the downsides with this is that if the user clears their cookies – you’ll lose them. Or, if they use another browser – you’ll use them. Or, if they’re on their phone at first, and then switch to a computer – you’ll lose them.

When retargeting on social networks, like Facebook and Twitter, retargeting works a little bit differently. A cookie may or may not be involved at first, but eventually, the users, themselves, are added to a retargeting list. This allows you to retarget individuals no matter what computer or device they’re on – as long as they’re logged in under the same user profile on the social network.

I know, this might be getting a little too “in-depth” for an intro to retargeting article; but, it’s an important concept!

Ideally, you’ll want to retarget across the web and social networks. The combination of the two will allow you to retarget across all devices and browsers – making your business ever present, no matter where the individual is browsing.

Where To Buy Retargeting

Retargeting Companies

There are various services to help you retarget your customers. Some of them are companies whose sole purpose is retargeting. Two of the top companies are AdRoll and Perfect Audience.

The great part about going through one of these companies is that they cover a wide range of retargeting options – they're essentially a one-stop-shop. They allow you to advertise on the web, on social media, and more … all from within their service.

Of course, these retargeting services cost a little more because they'll need to take their cut as well; however, it's a pretty low cost compared to the amount of convenience they provide.

Social Media

Pretty much all social media networks, that have advertising, have some form of retargeting available.

For example, Facebook has Custom Audiences. In simple terms, this allows you to place some code on your site that will “collect” your site's visitors and add them to your Custom Audience. You can then create an ad to be displayed to that Custom Audience, which, in essence, is retargeting.

Twitter has Tailored Audiences, which works in a similar fashion to Facebook's Custom Audiences.

Google Adwords (remarketing)

Of course Google offers their own retargeting service, which they've decided to call remarketing.

Their service allows you to display ads across their ad network – allowing you to display your ads on millions of websites.

It's a “beast” of a system because it also integrates with Google Analytics and can assist you in developing some crazy lists. Learning how to retarget with Google Adwords can easily become a full time job – it can be that intense.

Here's a little more information on it.

Retargeting Your Sales Funnel

Retargeting can be a powerful tool to help pull people through your sales funnel.

It’s true, emails are normally the first wave of sales funnel systems; however, emails can have abysmal open rates with even worse click-through rates.

Some of the best autoresponse emails only have a 20% click-through rate – meaning, out of 100 people that receive an email from your business, only 20 will actually click any of the links inside of it.

So, how do you stay in front of the other 80 people?

Retargeting.

Retargeting allows you to help “pull” and/or re-engage an individual in your sales funnel.

For example, when a user enters your sales funnel, you can begin retargeting them. Start showing them ads in the same fashion that you send them emails: value and action.

When they look at a particular page that’s full of valuable information, start showing them ads on where to buy the complementary product that that valuable information spoke about.

Continue following the Value/Action series with your ads, just like with your emails.

Finale!

Have you tried retargeting for your business? What were your results? Comment below!

We recently took on a client that wanted to transition their robust eBay store over to their own website.

While this is not the first eCommerce store we’ve ever built – it is the first one that we transitioned from eBay, so we learned a few things that we’d like to share with you (and for us to refer back to should we receive another job like this!)

Before and After

I’ll start off describing the before and after, and then we’ll get into the details on how we made it happen!

The eBay Store

Below you’ll see a picture of the eBay store our client wanted transferred to her own website – and the eBay store still exist if you want to check it out

This is the first Website Evaluation post for Crazy Eye Marketing!

We take a look at Stauer.com – which is an eCommerce website that sells jewelry.

The point of this evaluation is to give tell the company exactly what I would do if I was “king for the day” and to provide them with several actionable steps in order to optimize their website for many different metrics (conversions, click throughs, time on page, number of pages viewed, etc.)

You’re Bleeding

Intense, I know.

Your mobile website, which, should be responsive and not its own separate entity (but, that’s a whole other issue), has a HUGE flaw … the opt-in form does not work.

The subscribe button isn't a button! It doesn't do anything when clicked!

You are literally taking away people’s ability to give you their precious contact information. And contact information is money.

You’re also aggravating these potential customers by your site not functioning properly. They want their coupon, yet, they cannot get it.

I’d address this issue immediately.

Besides, how are you going to measure anything when there is nothing to measure because your site doesn't work?

Your Homepage

Visually, it’s OK (it looks a little dated). Of course, I’d test different colors, pictures, link text, etc. However, without seeing any data, it’s hard to tell how well it’s performing – which pictures/links are drawing the most clicks.

The Main Issue With The Homepage

The main issue that I can almost guarantee is hindering your conversion rates is the location of the opt-in form – which is located all the way in the footer.

Do you not want people to see this and give you their contact information? Because that’s the way it appears.

An opt-in form should be front and center, not shoved in the bottom corner.

Your Opt-In Form

Well, I reckon I’ll address the opt-in form now.

I don’t like it one bit.

The Offer Is Not Good

First off, the offer only appeals to people who are about to make a purchase. What about the people that are just browsing? They’re not going to give you their contact information for a coupon they may never use.

Secondly, you’re offering a $20 coupon; however, most items “come with” a massive coupon …

$20 is chump change compared to the $200 I’ll save instantly, without giving away my contact information.

You need to offer something so delicious that everyone from a random window shopper to a jewelry connoisseur is dying to give you their contact information in exchange for a taste.

That $20 coupon will not cut it.

Worst Call-To-Action (CTA) To Ever Exist

The current CTA is the worst CTA to ever exist, ever.

If you’re not sure what I’m referring to – it’s that lovely button that says “Subscribe”. Don’t ya just want to put your email in there and press the button?!

I’m guessing not.

It needs to be “fun” to click, and it needs to be in line with the offer (Give Me My Coupon Now!).

Your Success Page

Now I see that the coupon is good on orders of $100 or more and cannot be combined with other codes or promotions – thus, rendering this coupon as useless.

Besides fixing the mobile opt-in form – please, please, please change your offer. All you’re doing with this is aggravating potential customers.

Tracking

It appears that you’re using Adobe Marketing Cloud (at least parts of it), and I can’t quite tell if you’re using it to run Google Analytics, Facebook Conversion Tracking, Facebook Exchange, etc. – as shown within builtwith, but it appears you’re tracking things.

At least I hope you’re tracking things.

Things like opt-ins, click-through-rates (CTR), conversion rates, open rates, social engagements, etc.

Hopefully you’re forming hypotheses and testing them, because Adobe Marketing Cloud can do a lot of stuff – and it’s expensive, so it should be used to constantly run tests – which is what I would be doing tons of.

Emails

I am about to give you some props!

The second I submitted my contact information, you delivered my coupon – as promised!

Regardless of whether the coupon is actually worth anything or not, it was instantly delivered which, a potential customer, would be very appreciative of.

Note: Normally, I would wait until I received several more emails from you before submitting this report in order to better analyze how you build a relationship and close a sale; however, since I'm only “king for the day” – I will go with what I currently have.

As king, I would keep a close eye on how well your emails perform. I would examine things like open rates, CTRs, and engagements. I would split test subject lines, content, images, etc. just like the rest of the web site.

I would also setup different email series for different customers based on what they’ve purchased and/or looked at and/or their buying habits. For example, if someone buys a certain watch, I would have an email automatically go to that person recommending a matching set of earrings. Thus, increasing sales.

Intermission

I am going to hit on a few more topics very briefly because I’m not sure if you’re enjoying this style of post or not, because if not, I don’t want to waste any more of your time.

However, if you would like to discuss more – let me know in the comments below!

Social Media

First off, where is your Twitter account? That is THE most important social media account for businesses. Twitter is one giant conversation that allows you to reach down to your customers and potential customers, and gives them the opportunity to reach you.

Facebook, you have a lot of likes 16,404; however, very little engagement. Some posts have one like. Why is that? My guess is because you’re using Facebook as a giant ad board, and people don’t want to look at ads; so, I would test the heck out of your Facebook posts and the content you’re sharing. Maybe a contest to re-invigorate interest?

Your Pinterest is not very active – the most recent pin I could find was over a year old – why is that? Are you not adding new products? Could you not promote your products in another light? You have great pictures and they need to be seen!

Your YouTube channel – I’m going to keep this short – it needs to be resuscitated.

Instagram – why aren’t you on here? Imagine getting some celebrities to take photos with your jewelry and sharing it with their followers – cha-ching!

There are so many variables you can test on social media, but it looks like you’re letting things fall apart.

Advertising

While I was browsing CNN, I was retargeted – nice!

It was good to see your ad follow me around.

As king, I would test hundreds of ads, traffic sources, landing pages, etc.

eCommerce

Of course, there is the whole eCommerce portion – in which I would examine cart abandonment, up-sells, cross-sells, down-sells, etc.

I would test images, button locations, titles, links, etc.

Everything can be tested.

The End.

While I made a few assumptions in this report – If I were “king for a day” – I would take a very objective approach to improving your website – numbers don’t lie.

What did you think of this style of post? Was it helpful to you? Were you able to glean any insights? Leave a comment below!

This article is geared more towards owners and managers of car dealerships; however, many of the same tactics I talk about apply across numerous business models – so, if you’re an owner or manager at any business, you can certainly learn some new concepts from reading this post.

Essentially, every business needs an automated sales system and car dealerships are no different.

Think about how much competition a car dealership has. Unless you’re way out in the middle of nowhere, there are probably a dozen dealerships within a 10 mile radius. So, what’s to convince someone to go to one dealership over another?

Then, what’s to convince that individual to come back again and again for things like services, maintenance, and even, another car?

A relationship.

And what helps form and maintain relationships? (hint: it’s an automated sales system)

• Related article: What is an automated sales system?

To Collect Lead Contact Information

The first reason your car dealership needs an automated sales system is to collect contact information from potential leads.

Of course, you’ll then use that contact information to build a relationship and ultimately sell a vehicle.

Let’s be honest for a minute. There are really only two reasons why a person would ever arrive on your dealership’s website:

1. They’re seeing what’s in stock (they’re ready to buy)
2. They’re checking on how you do business (research)
   [loans, offers, incentives, policies, reviews, etc]

They’re not going to be researching particular vehicles on your website – that’s what the manufacture’s website and the plethora of vehicle review sites are for.

They’re only there for the aforementioned reasons, and instead of inundating them with random information, you should target them based off of those reasons.

Segmentation 101

Based on the visitor’s intent, you’ll be able to cater to them on a deeper level – but first, let’s talk about segmenting them.

There are a number of ways to segment visitors automatically based on keywords and the links they clicked; however, let’s keep it simple.

All you need to do is – ask them.

The very first page someone lands on can ask the simple question – “Why are you here?”

Then, give the options:

1. I’m looking to make a purchase soon
2. I’m just browsing

Boom!

Too easy!

Now you know exactly why an individual is on your site and you can provide the necessary information to that person in order to collect their contact information and start building that relationship.

Lead Magnet Ideas

• Related article: What is a lead magnet?

For the individuals that are looking to make a purchase soon, you can offer a special deal like …

• $1,000 cash back
• 0% financing
• 6 free oil changes

For the individuals who are just browsing, a special deal won’t go as far because they’re not quite ready to commit to a purchase, so you’ll want to offer something else – for example:

• Digital pamphlet – 7 tips for buying a car from an independent dealer / used car dealership / car dealership / etc
• Fact sheet – 7 questions you need to ask before purchasing a vehicle
• Fact sheet – 5 things most dealerships don’t tell you, but you need to know

Of course, in each of these digital products you’ll refer back to your business and how your business answers the questions and solves the problems – placing you in the spotlight.

Rapport Building

How many people purchase a car without talking to a salesperson at some point?

Exactly – everyone will talk to a salesperson at some point.

So, after collecting the individual’s contact information, it’s time to start a conversation that builds a relationship.

The best way to start a conversation is by delivering exactly what you say you will – the lead magnet.

• First email: Lead magnet
• Time frame: Immediately after signup

This action instantly establishes a bit of trust. You said you would instantly deliver the lead magnet, and you did. You’re a man/woman/business of your word.

The goal of the second email should be to start the conversation – and a great way to do that is by asking a question. (Note: based off of your segmentation, your question should change – CYA [consider your audience])

• Second email: Ask them a question
  • How can I help you?
• Time frame: Within 24 hours of delivery of the lead magnet

Note: It may be best to ask a simple yes or no question as people are more likely to respond with a yes or no. For example: Have you ever shopped with us before?

Remember, it’s all about getting the individual to start talking with you – once the conversation has started, you’ll be able to drive.

Ideally the conversation will be started with the second email; however, this doesn’t always happen. Maybe the person needs a little more information about your dealership – which is the point of the third and fourth emails.

• Third email: Tell them about your inventory
• Time frame: 2-3 days after second email

• Fourth email: Tell them about how you conduct business
  • Incentives, credit checks, warranties, etc
• Time frame: 1 day after third email

Now, the individual should know everything they need to know about your dealership – from your inventory to how you conduct business. It’s time again to ask a question.

• Fifth email: Ask them a “fun” question
  • What car do you picture yourself in?
• Time frame: 2 days after fourth email

Now, these are just the first five emails that I recommend sending. Of course, things change – what works for one dealership may not work for another. What works for one segment may not work for another.

The point is, you’ll have something to work with, and from there you’ll be able to see what’s working and what isn’t.

Just remember, it’s all about getting the conversation started!

After The Sale

After spending hours working with an individual – trying to sell them a vehicle. And after that individual opens their wallet to give you money to purchase a vehicle … do you want that person to drive away from your dealership … never to be heard from again?

My guess is no.

You’re going to want to keep that relationship alive – and this can be easily accomplished with an automated sales system – via the sales pipelines.

• Related article: What are sales pipelines?

Segmenting Your Sales Pipelines

There are many reasons people purchase the type of vehicle they purchase.

For example; if they purchase a sports car – they certainly care about what they drive, they’ll be proud of their purchase, proud of their accomplishments, want people to see it, etc.

If the person purchases a minivan – they probably do so because they need some extra room – have kids, etc.

If the person purchases an off road vehicle like a Jeep or a truck – they’re probably going off road, camping, exploring, etc.

So, you can specifically target individuals based off of what their interests are and send them related products and services.

Also, no matter what type of vehicle they purchase, they’re still going to need to perform the regular maintenance like oil changes, filter changes, tires, etc, etc, etc.

Whether your dealership actually performs the maintenance or not – it’s going to need to be done – and by sending reminders, coupons, and recommendations at a regular interval, you’ll be able to keep in touch with your customers in a very helpful manner.

I mean, who doesn't like oil change coupons?!

Conclusion

If your car dealership does not have an automated sales system in place … you’re missing out on so much! Everything from starting the initial conversation to keeping a relationship alive.

Alas, it’s never too late to implement an automated sales system for your business, simply contact us!