Hey, this is Charles Kirkland co-founder of the Media Buyer Association. Today we’re going to be talking about retargeting; and how some people are getting retargeting, while other people are getting in completely wrong.

So, let’s go ahead and start. First of all, quite a few people just target- they use these shotgun blasts. It’s like, well, you know, you visited my homepage – even though you were on it for like all of two and a half seconds, page couldn’t even load. You’re exiting. You’re leaving. You’re like man. This isn’t for me.

Targeting the home page is a very shotgun approach. Is it a bad approach? If you can get a positive ROI for it, go for it. But when you’re setting up your retargeting, look at things hat really count as a conversion. Or how things are so close to converting, you could just push them onto the edge.

Now let’s start with retargeting of our checkout page. Now, for most people, they want to include everything together with the same campaign. You know it’s like the prospect who hit your home page for two seconds is not as qualified as prospect who went to your home page, your landing page, read your sales page and is on your checkout page. But, for all I know, the UPS guy showed up, dogs are barking, kids are screaming, they did not finish their checkout.

Start retargeting people who did not reach the checkout page. I mean it’s very simple, very easy. And for this group of people, you could pay exponentially more, because they were on the verge of making a purchase. I mean they’re like, ready. Their credit card is out. The UPS guy’s blowing the horn. Next thing you know, kids hop on the computer. So, keep that in mind. You could pay exponentially more for his type of retargeting.

The retargeting that visited your landing page. Guess what? They’re not as qualified as people that visited your checkout page. Certainly more qualified than the people that visited your home page. You can definitely pay a higher amount per click then your home page, not as high as your checkout page.

But one thing to keep in mind, what is the physical mindset? Let’s just think about this. I’m on the checkout page. Something interrupted me. Maybe it’s like, my gosh! You owe $4.95 for shipping and handling. That’s ridiculous. I’d rather have free shipping. Maybe it simply takes a banner offering free shipping to get the buyer to back to make the purchase.

Landing page – they left without purchasing. So now we need to- okay what do we need to do? What do we have to have in these banners? Could these banners overcome the most common objections they see, bringing them back to the landing page or checkout page, to make that completion; or bring them back to the landing page, with the checkout right there on the landing page. That’s one less click your prospect has to do when they land on that page. And shortens the buying cycle. So definitely, keep that in mind.

And you say, but Charles, all the traffic is hitting the home page. Traffic is one of those vanity measures that we look at and go well I’ve got traffic. It’s great. I got 50,000 people visiting my home page. Okay. What is your ROI from that? You know, you can still create a positive ROI but you have to understand you just can’t go target all these people the same way at the same price you can target these people. So definitely, keep that in mind.

They visited the home page – they don’t even know the products you have. You may need to educate them, or like I said, get them to opt in, get them on some sort of lead nurturing sequence, and move them down the entire funnel.

Anyway, this is Charles. Hope you enjoyed it. Remember start targeting the check out page. Pay more for that. Landing page – you know, give them banners with the common objections they need to overcome – what they need to believe to buy. Get them to the checkout page.

Anyway, this is Charles. Hope you enjoyed it. If you feel like a free associate membership here at the Media Buyer Association, click the link below and I’ll see you on the other side.

charles kirkland
charles kirkland

Charles is a walking, talking, networking blend of credibility and know-how. Raised in a working class family, he combined a tenacious work ethic and keen sense of curiosity to usher him over one hurdle after another.