Send your questions to: carl@hewittmatthews.co.uk or reece@hewittmatthews.co.uk
Dear Carl and Reece
I'm a car dealer who is looking to launch a retargeting campaign to increase sales. Could you give me some tips, please?
Frankie
Thanks, Frankie. The beauty of retargeting is that it allows you to specifically target people you know are interested in your offering, not just those who fall into the right demographic and could be interested in what you're offering.
How to set up a retargeting campaign. Create a Google Ads account (other platforms are available).
Add the Google Ads tag to your website. This will enable you to track website traffic and discover key insights. Include this tag on every page where you want to monitor your visitors behaviour. For example, by adding a tag to the shopping cart page, you'll be able to review how many people landed on it and compare this with the number of people who made a purchase.
Create a re-marketing list. Let's say you've got four webpages, each promoting a different model of car. You've added a tag to each of them, and after a week, you can see that:
2,000 people looked at the 3 Series, 1,500 people looked at the 1 Series, 1,000 people looked at the X6 and 5,000 people looked at the M3 webpage
Those people are now listed on your Google Ads system and can be retargeted. Now, you could highlight the same ad to all of those people, but if you want to get a better return on your investment, why not create four separate ads? These will sell the benefits of these four distinct cars to the audiences most responsive to them.
By using Facebook Ads Manager software, you can program the system to allocate each of your website visitors to a list based on the webpage they visited. Once these have been populated, you have four groups of unique people who are interested in four different models of BMW at different price points for different reasons. As a car dealer, you'll understand who buys which model of car and adapt your marketing accordingly.
Let the retargeting begin! Good luck, Frankie, with your campaign.