Did you know that about of website visitors who are visiting your site for the first time do not convert? This is because most people who are visiting your site for the first time are just coming to learn more about you, learn more information. And so how do you get them to actually come back again a second time? This is where retargeting ads can be so crucial. I’m Samantha Russell, the chief evangelist at FMG Suite and Twenty over Ten. And today we’re going to talk about retargeting ads, which is one of the best opportunities for advisors in 2021.
Okay, so first, Let’s just talk about what retargeting ads are. Have you ever went to buy a pair of jeans? Let’s say, and you go to Nordstrom or you’re on some website looking for jeans, and then you click on a bunch of jeans. And then you leave that website. You’re going about your day. And next thing you know, everywhere you go on the Internet or on social media, you see little ads for those jeans, right? This is retargeting in action. It’s when somebody knows what we’ve clicked on or what we’ve looked at in the past. And now they’re going to keep showing us ads for this. Most financial advisors up until now have not used retargeting in any impactful way. But I think it’s an amazing opportunity, especially with the new SEC ad rule going into effect on May fourth. We are going to see a lot of new opportunities for advisors, and this is one of the ones I think is a great opportunity. So Here’s what you need to really know about it.
Options for Running the Ad
If you want to get started with retargeting ads, the first thing is what platforms you’re going to use to run your ads, a really easy one to get started with. And for many of you, this is where your target audience is is simply Facebook. So Facebook has something called Facebook Pixel so that you can add a little tracking code, and then it will know which users have been visiting these different sites that you or landing pages that you control, and it will show them ads on Facebook when they sign in. If you’re using 20 over 10 lead pilot tool, we make it really easy to integrate Facebook pixels. So make sure sure you check that out, but that’s in essence, what it does. And Facebook is great because you can really target and hone in on people based on their geography, what types of things they’ve said they like, what pages they visited. So you can get really Super specific if you want to go beyond Facebook, though, a tool that we use here at Twenty over Ten is actually called a role. And so ad role is great because you can log in, create ads and it will be used across all types of websites. So your ads could end up on The New York Times, The Washington Post, a bunch of websites you’ve never even heard of before, but you can pick and choose different sites that you want your ads to be seen on. And then you can also have it be again places that are hyper-targeted for your audience.
Ad Creation Checklist
Now, with both of these platforms or any of the platforms you end up going with, you’re going to need a creative, right? You’re going to need the ad itself. Now, this is where I want you to really think about what is best going to capture the attention of your audience. But you’re going to want to try out a few different varieties. You might have one set of copy, like “Get your free Retirement guide” with an image, and then another ad. Have it, say, Free Retirement Guide 2021 with a different image, and you want to test with A/B testing different varieties of ad copy and the visuals that go with it, and you’re going to have a lot of variations of them that you want to try out at once. And instead of spending a lot of money on one ad, put just a little bit of money behind all these different variations.
Then each week you can go log into them whether it’s Facebook or AdRoll, see which ads are getting both the most views, the highest clickthrough rate, and then on your page. Which one’s converting the most folks on your side. And from that, you’ll be able then to decide which ads are performing best and put in more money. Besides, the ads that are converting well and stop running those that aren’t converting as well. Now, one other caveat. To keep in mind, most ads have a lifespan of about five to 6 months. After that amount of time, people are used to seeing your ad over and over again. It’s not going to convert as well, so you’ll want to change it up. Even those that worked really well in the past.
Hopefully, this is a good primer for you on retargeting ads. I’ll put a link below to a full article we wrote to help you get started with retargeting ads, but make sure you Subscribe to our channel if you haven’t already. And we’ll see you next week for another quick marketing tip. For even more digital marketing tips, subscribe to Twenty Over Ten’s YouTube channel or follow us on LinkedIn, Twitter, and we will talk to you next week. Thanks, everyone.
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