You know your business is growing, as the rate of your daily clicks and conversions go higher. But what about the conversions that you have missed? The visitors who came to your website and left without completing a desired action like filling up the inquiry form or making a purchase, how would you bring them back to your business site?

Do not worry! Here is the solution.

Google Remarketing can help you attract those visitors and bring them back to your website.

We recently conducted a webinar that discussed the steps to setup Google Remarketing Campaigns on Adwords. So, here are a few questions that were asked during the webinar. Hope this answers some of your queries too.

Question 1:

Where can you place the Remarketing code ?

The Remarketing code is usually recommended to be placed in the footer section of your website, so that it works on all pages. You can also paste the tag using a content management system or choose to use a plugin or do it through HTML coding.

If you are doing it through the HTML coding, make sure you place it at the bottom of each webpage just before the “</body>” tag in your source code. You can follow the same procedure for your landing pages. Don’t worry! It isn’t that complex as it sounds.

Question 2:

How do these E-commerce sites use Remarketing ads to display the products we check in their site and then follow us across the Google Display Network ?

Dynamic Remarketing campaigns are likely to be the best for E-commerce sites to display particular products or categories to the visitors and then follow them across the GDN. You can setup Google Analytics Remarketing code on your website to track your visitors and study their search trends. Create Remarketing lists that target these audiences and show them those specific products that they have navigated through.

If you are interested to know how you can setup and create Remarketing lists on Google Analytics and start following your visitors wherever they go, checkout our webinar recording that will guide you through. It is really simple!

To know more about Dynamic Remarketing, read Google article here.

Question 3:

What is more beneficial for Remarketing – Adwords or Analytics ?

Truly speaking, both Adwords and Analytics are beneficial for Remarketing. You can setup the remarketing code on your webpages and create a list of your visitor/audiences of your website or landing pages, using Adwords as well as Analytics. But to create Remarketing ads and banners for the display network you will have to go to Google Adwords.

An added advantage of using Analytics is that it enables you to track your visitors’ search trends. This data can help you categorize (create remarketing lists) your audiences according the interest they have shown.

Let’s say, a visitor who lands on your website ‘Homepage’, navigates to the ‘Features page’ followed by the ‘Pricing page’ and then leaves the website without completing the sales process. You can follow that visitor with an ad that is specific to the interest, like a free trial/plan option, discount on the price, special offers and more.

Question 4:

Is it worth to run Pay Per Click and Remarketing for the same project ?

Pay Per Click ads help you get leads from online marketing, while Remarketing helps you bring back the leads who left after visiting your website/landing pages (without performing a desired action). You may choose to run both for the same project. This will help you target new searchers as well as bring back those visitors who have earlier showed interest in your business.

We run both PPC and Remarketing ads for our business. For us, 10% of the leads come from Remarketing. So we see value in it. However it has to be assessed for each business. There are instances when the website visitors are typically not good candidates for Remarketing because the cost of lead might be very high.

Question 5:

Where can we display our banner ad?

Banner ads are used generally for Remarketing purposes. Thus, banner ads run on the Google Display Network like:

  • Quote.com
  • BroadwayWorld.com
  • Tech News World

Question 6:

Is it better to hire an agency for marketing campaign?

It completely depends on your online marketing budget and campaign size. If it is a simple campaign and you have a small budget, I would recommend that you learn to manage it yourself. You can build up your knowledge with regular studies and experiments and improve your campaign performance gradually. Google’s Support articles and various other useful blog/articles on the internet can guide you through the steps and best practices to begin with online marketing.

To hire an agency, you would need a bigger budget. Though it isn’t impossible to get an agency which would handle online marketing tasks for your business in a small budget, but it is surely difficult. You might also prefer to hire a freelancer to manage your campaigns, if you have a low budget.

Question 7:

Is it possible to put the Remarketing code inside landing pages?

Yes, absolutely! It is possible to insert the Remarketing in the landing pages. It is a best practice too. This will help you target all the visitors of your landing pages. You can either do it through HTML coding or if you have a Landing Page designing software, you can do insert the code using that.

To make your marketing tasks easier, LeadSquared helps you insert the Remarketing code directly into your landing pages. Take a free trial of LeadSquared to create a landing page for your ad campaigns. See how easy it is to begin with your ad campaigns.

To begin with your first Remarketing campaigns on Adwords, listen to our webinar recording today! Get started marketers.

google remarketing setup

Next read:

We saw great participation at a webinar that we had recently held. The topic was how to generate leads using Facebook ads & manage them in LeadSquared.

Some very interesting queries were made and some important questions have been compiled below as FAQs & tips. This will be highly beneficial for marketers who are stepping foot into the world of Facebook ads.

Get access to the webinar here.

Question 1

Are Facebook ads helpful for B2B lead generation?

Yes, they are. Several B2B companies have successfully used Facebook ads to their advantage for lead generation. Here are a few tips:

‘Custom’ize your audience When a custom audience is created, you target ads to Facebook users through email IDs, phone numbers or Facebook app user ID. This way your ad is targeted to the right audience. Here is a step-by-step process to help you create custom audience on Facebook. You can also create a lookalike audience to magnify your reach.
Re-target your usersWhen you re-target Facebook users with ads, clicks are more relevant and chances are that they get back to you as positives leads. You can use any of these platforms to re-target Facebook audience: AdRoll, Triggit & Perfect Audience.
Post engaging contentYes, content is still King! Your customer might be more interested in an E-book which offers rich content relevant to his business than a vague picture. Post your E-book or give it for free. Then again, do remember, appropriate photos and videos also do drive engagement.
Experiment with a variety of adsIt’s all about trial and error in social world! Over time, you will be able to figure out what engages your audience and how you can amplify your reach.

Question 2

Users have to be registered with their email Ids to be included in custom audience. Many people do not use their professional IDs on Facebook. Are they omitted from the list then?

When Facebook hashes information to create a custom audience, it checks through the data it already has. If the email ID exists in Facebook’s database, it is included in the custom audience, else it is rejected.

Question 3

Please explain how I can import email IDs to Facebook and where I can see the custom audience list?

You can take a look at this blog post. It explains the entire process of uploading a database onto Facebook, the step-by-step process of creating a custom audience and finally how you can put it to use.

Question 4

My daily budget for a Facebook ad is $2. What will happen, if clicks exceed my budget?

Your Facebook ads will automatically stop showing once the daily budget for the campaign has been met for that day. You will not have to bear charges in excess of the budget that you set.

So say, you have set $100 as your daily budget and $1 per click on a Facebook ad. This way you get 100 clicks. When the $100 is over, your ad will cease to show.

Question 5

Is there a relation between bid amount and campaign budget?

Yes, there is. The minimum daily budget for any campaign is $1.00. Your campaign budget has to be at least two times your cost per click (CPC) bid. Else your ad will not be served.

Question 6

How do I decide the bid range for Facebook ads?

You do not have to decide a bid range, Facebook does that for you. An automated suggested bid range helps you pick a bid amount when you place an ad. The bid range fluctuates over time. This is normal, since it depends on how many other advertisers are competing for your target audience.

Question 7

What does bid amount in Facebook signify?

Bidding on Facebook can be explained under two contexts: CPC and CPM:

The minimum cost for any ad click is $0.01.

CPC or cost per click: You pay each time someone clicks on your ad. When running a CPC ad campaign, the ad is shown to people who are most likely to click on your ad, but unlikely to take any other action such as liking a page, engaging with a post, installing an app or joining your event.

CPM or cost per 1,000 impressions: You pay when 1000 people have seen the ad. Impressions are optimized so that the ad is shown to people who are most likely to help you achieve your goal.

Question 8

What is the difference between impressions & reach?

Impression is the number of times a post is displayed, whether it is clicked upon or not. People may see multiple impressions of the same post.

Example, a fan might see an ad in the News Feed and then again if his friend shares it.

Reach measures the number of people who have received impressions of a post.

Reach might be less than impressions because one person can see multiple impressions of the same post. 

Question 9

What happens if I do not insert the conversion tracking code in my ‘Thank You’ page? 

There will be no conversion tracking. The conversion tracking code is always placed on the page which the website visitor sees at the end. This way you will be able to keep count of conversions as to how many people have actually filled the lead capture form and how many have bounced off.

Question 10

After adding the conversion tracking code, where can I see the number of people who have filled the form?

This will depend on what page the user is send to after form fill. If you use our LeadSquared marketing software, all your leads will be captured in the LeadSquared software and you will be able to view and engage with them as and when you want to.

Add custom tabs on your Facebook pages that link to LeadSquared’s landing pages here.

Optify, a player in the digital marketing arena, has announced the company seeks a buyer. The announcement on Geekwire blog came as quite a surprise to me. I imagine their Optify customers might be feeling a bit lost, perplexed, and concerned.

LeadSquared is the company to turn to.

Optify customers will surely be looking for and evaluating alternative solutions. In the past day or two, I interacted with a few Optify customers. When I asked how they use the service, I learned they liked Optify primarily because the service makes it relatively easy to capture leads using landing pages and manage prospect date in an integrated system.

LeadSquared would be a good alternative for customers who focus on features including landing pages, lead management, lead tracking, and email campaigns.

I have listed several marketing use cases, which can be easily accomplished in LeadSquared. If some or all of them meet your business needs, you should look at the LeadSquared demo or sign up for free trial.

1You are using Landing Pages to:
—  Convert visitors to leads from traffic sources, like Adwords, Bing Ads, Facebook, etc
—  Give away brochures, white papers or other documents for download
—  Send a Thank You note to the leads post form submission
—  Analyze the landing pages conversions and campaign performance
2You would like to create landing pages quickly using industry specific templates, and still have the ability to modify/design all the elements of the Landing Page.
3You design and send newsletters to your leads regularly.
4You want to find leads most likely to buy your product or service by lead scoring.
5You don’t want to use (pay for) CRM, but still need a simple solution to manage and track all your leads in one system.
6You want to easily track the performance of your marketing and lead generation efforts on a daily, weekly and monthly basis.

If you’re looking for an Optify alternative try LeadSquared today or start…

Optify Alternative

The webinar on ‘How to Setup a Google Remarketing Campaign’ threw light on how to setup and get the most out of your adwords remarketing campaign. A number of interesting questions were asked by the attendees. If you missed it, you can watch the webinar here.

How to Setup a Remarketing Campaign

View the Recording

You could also take a look at the Webinar FAQ here.

Say, you are the owner of a coaching institute which conducts classes on Science subjects. You have customers/students who fit a particular bill…either by particular age group, location or a specific interest, in this case science subjects. Now, if these students are on Facebook (which is most likely they are), there is a very high possibility that their Facebook profiles will also reflect their interests. They will have liked Facebook pages related to science, post status messages related to a science subject etc.
Lookalike Audience on Facebook is based on exactly this foundation. I have already spoken about how you can reach out to your leads & contacts with custom audience on Facebook, where you can upload a list of your existing customers and connect with them on Facebook. Additionally Facebook allows marketers to target another set of audience whose profiles match very closely with that of the custom audience. These people are called the Lookalike Audience on Facebook.

How does Lookalike Audience work?

1Like you can see in the image below, you have a set of email IDs of your existing customers.
2You upload them into Facebook as a CSV or TXT file.
3Facebook encrypts this data and matches against the data that it already has. Facebook has the data because most people log into Facebook with their personal IDs.
4The matched set of people become your ‘Custom Audience’.
5When you create  a Lookalike Audience (explained in detail later), you create a ‘clone’ of the custom audience list. This way you find similar people on Facebook with the same interests as your custom audience. Lookalike Audience helps you enhance your reach.

How to create Lookalike Audience on Facebook?

Creating lookalike audience is really easy.

Step 1: You have to have an existing Custom Audience database. Here’s a step-by-step guide to help you create a Custom audience on Facebook.

Step 2: Once your custom audience list has been updated, click on the tab that you want to make a lookalike audience for.  Like, in the image shown below I want to create a lookalike audience for my ‘Free DVD Ads’ custom audience, hence I have selected it.

lookalike audeince

Step 3: Once you click on the ‘Create Similar Audience’ button, you will be able to view this window that you see below.

**You can select the list from only one country. Like in the image shown below, I have selected the list from India.**

lookalike audeince

Step 4: Choose the country where you want to find a similar set of people (lookalike audience) and select whether you want to optimize for similarity or greater reach. What is this? I will explain it to you.

lookalike audience  Similarity – Your lookalike audience will include the top 1% of people in your selected country who are most similar to your custom audience. Yes, the reach of this audience will be smaller, but very precise. This option is good for marketers who want to target a very specific group or have a limited budget.

lookalike audience  Greater Reach – Your lookalike audience will include the top 5% of people in your selected country that are similar to your custom audience. But, it will have a less precise match. This option is good for marketers who want to get their message in front of more people who are likely to be interested in their business.

Step 5: Once you have made your selection, click ‘Create’ to get your lookalike audience. Finally, once you are done, you will be able to see this window which will show your lookalike audience. Be patient, for this may take up to 24 hours to create (once it is updated, it will show ‘Ready’).

lookalike audeince

How Marketers can benefit from Facebook’s Lookalike Audience?

Reach the ‘right’ kind of people Since the set of people you are targeting here is almost like a ‘clone’ of the set of people in your custom audience, their tastes and interests are also very similar. This way, your target group is very relevant to your ad. You reach larger number of people with accuracy.
Increased ROISince the ads using custom or lookalike audience is highly targeted, chances are that most people will like your ad, or even purchase and become customers.
Increased Fan Base
Since Facebook lookalike audience is build off of custom audience, your ad is served to more people. And since they are people who are more likely to become your ‘fans’, it automatically increases your fan base.

Reach the right people with the right message. Try your own Lookalike Audience on Facebook. Drop me a comment and let me know what results you are seeing.

Add custom tabs on your Facebook pages that link to LeadSquared’s landing pages here.

Advertising on social networking sites is taking giant strides. Despite this impressive advancement, several brands and marketers are still facing difficulties to find the right audiences, particularly on Facebook, the web’s most effective advertising platform currently. But, with the introduction of Custom Audiences, Facebook has offered advertisers a very powerful marketing tool. Custom Audience on Facebook allows advertisers to target their ads to users through email IDs, phone numbers or Facebook user ID. Isn’t that something?

Custom Audience on Facebook

And, just in case you have missed this, here’s a complete guide to custom audience on Facebook, steps to help you create custom audience and its benefits to marketers.

custom audience on facebook

What is Custom Audience on Facebook?

Like the term suggests, custom audience is a set of people who are ‘customized’ to view your ads. On Facebook, being able to ‘customize’ your  audience means that Marketers can target their ads to a specific set of Facebook users using their Email IDs, Facebook IDs, phone numbers or application IDs.

custom audience on facebook

This is how Custom Audience on Facebook works

Let me explain this to you, you will find that: –

  1. You have a database of email ids of your existing customers.
  2. You upload this list as a CSV or TXT file onto Facebook.
  3. Facebook hashes (secures and encrypts) and matches this data against the data that Facebook already has. How? Most people use their personal ids to log into Facebook.
  4. Email IDs that match from your database and the database that Facebook has, you get your Custom Audience.

(I know, some of the above mentioned terms may sound high tech, fret not! I have explained the entire process in detail below).

Very briefly, what is hashing?

Hashing is a way to secure information and compress it. Like Wikipedia puts it, hashing maps data of variable length to data of a fixed length. In short, hashing is used to get short output data that acts as a shortened reference to the original data. It also secures the data and makes it ‘private’.

You need not worry about privacy, the email addresses/phone numbers are hashed or encrypted before being sent to Facebook.

However, here are the rules that you need to follow before setting your custom audience on Facebook.

How to Create a Custom Audience on Facebook?

Step 1: When you go to your Facebook’s Ad Manager, on the left hand side you will find the ‘Power Editor’ tab. If Power Editor has not been installed on your computer, you will see this window wherein you will be asked to Download it. custom audience on facebook
Step 2: In order to set your custom audience, you have to have knowledge of Power Editor, Facebook’s bulk ad editing too. custom audience on facebook
Step 3: Within Power Editor, you will find a Create Audience tab. Click on that to begin the process of creating your Custom Audience. When you click on the Custom Audience tab, you will be asked to accept the terms and conditions. Click on ‘Accept’ to take the next step. custom audience on facebook
Step 4: Next, name your audience and add a description (keep the name and description as close as possible to your campaign to prevent confusion later). Select a file from your computer – email addresses, phone numbers or Facebook ID’s and upload it. (Make sure that it is a CSV or TXT file with only one column).  custom audience on Facebook
Step 5: Facebook will hash the audience list which you have provided to the existing profiles. (this number can be lower than your original list because some people may not be highly active users or some may not be using the same email id/phone number that you have provided).

Step 6: Once the file has been uploaded successfully, click on ‘Create’ button to create your custom audience. This can take a really long time, so be patient. You will see the following message. custom audience on facebook Step 7: Once your file has been uploaded, your campaign status will show ‘Ready’. facebook targeting
Step 8: Okay, now that your Custom Audience is ready, lets put it to use in an ad!  Click on the Audience button on your left hand corner. You will see this window. Like any other Facebook ad targeting, give a name to your ad, add a specific location, age and interests of your target group. After all the filters have been set, the number you see on the right (highlighted in red) will be your target group.

custom audience on facebook

Step 9: For further targeting, click on the Advanced Options tab under Audience. You will see the following screen. Choose your custom audience from the lists that you have uploaded. These are the people who will be able to view your ad. The next column is that of ‘Excluded audiences’. custom audience on facebook
Step 10: Once you have accomplished all the steps, you are good to go!

How can Custom Audience on Facebook be beneficial to marketers?

Save time & money with ‘Excluded’ AudienceThere may be many people who are already your existing customers or may have already purchased the product that you are placing an ad for, why would you want to show them your ad? Hence, if you put them in the ‘Excluded Audiences’ category, Facebook will refrain from serving them your ad. This saves you from shelling out more money in PPC ads.
Get more Facebook likesThis one is pretty obvious, isn’t it? Now that you can target offline Facebook users who have not liked your page, your likes will automatically increase once they see your ads.
Drive more ConversionsSay you are a business which collects email addresses for lead generation. Why not upload them on Facebook as your Custom Audience? You can then serve your ads to this set of people who are more likely to convert.Here is an example: Lets say you have a list of students who have purchased Physics study modules from you. Now, you have launched a new product which is study modules on Chemistry. Create an ad on Facebook to target people who have purchased the Physics modules and alert them of the study material on Chemistry. The people who have already purchased Physics need not be your Facebook fans, they already trust your product. Hence, they are more likely to convert than any other user.
Get more SignupsIf you send newsletters to customers on a regular basis, extract the email of list of people who haven’t signed up for the newsletter yet. Upload that group as your Custom Audience. You can then serve ads promoting your newsletter and how useful it is to those customers.

Since this is a new addition to Facebook’s targeting options, the more number of times you upload your email list, the more people you gather in your custom audience list. So, say for example, you upload a list of 5000 email Ids. The first time you upload it onto Facebook, you see that Facebook has been able to match say 1200 email IDs. When you upload it once again, Facebook matches 2200 email IDs and this goes on and on each time you upload the file. However, we are not yet sure as to how many times you can upload the file onto Facebook. 

Take the targeting process one step further by creating a ‘Lookalike Audience’ on Facebook. Stay tuned for my next post where I will give you a detailed guide on ‘Lookalike Audience’. Have you started using Custom Audience on Facebook yet? Share in what ways do you plan to use it? Do leave me a comment. Happy targeting!

Add custom tabs on your Facebook pages that link to LeadSquared’s landing pages here.