What would you say if we could help you increase the conversion rate and increase sales and it would only take you a day?
How to raise conversions on ANY site by 30% overnight
It takes around 30-40 minutes to set up and will start generating results almost immediately. I generally leave it 24 hours before I check and there are ALWAYS conversions.
Now this method works best with sites that already have traffic coming in, but YOU NEED TO HAVE RETARGETING CODES INSTALLED FOR AT LEAST 1 NETWORK ON EVERY SINGLE SITE YOU HAVE ACCESS TO!
This is a screenshot of a new client of ours. The retargeting code was added 32 days ago and the results are already clear to see. In 31 days they have made 132 new sales, with an average profit per sale of £150. The traffic to their site was nearly 10,700 visitors in this time. Averaging a conversion cost of around £21. They have spent a total of nearly £2,800.
Not too bad going is it?
That’s £19,800 in sales from less than £3,000 spend. Simply from utilising their existing traffic.
In this case study I will show you how we set up the retargeting on their site, set up the ads in Facebook and then enabled their existing traffic started to buy their product (it’s a car dealership, by the way).
I’m going to show you:
– How to install all the necessary codes (super simple)
– How to create some easy converting ads
– How to track, monitor and report all your results
For those of you that are lazy and will never put this into action here are the steps:
– Install Google tag manager on your site
– Set up or gain access to a Facebook advertising account
– Set up a facebook custom audience
– Instal the pixel code in tag manager (publish it)
– Set up a few ads
Now, if you’re serious and want to actually increase your conversion rates…
Let’s get into it…
First off you need to:
- Join Google tag manager
- Get access to the Facebook ad account
Step 1 – Set up Google tag manager
First go to this link and either sign up or sign in if you already have a Google account.
Then you’re going to want to click “create account” and fill in the very simple instructions as in the images below…
At this point you’re all set up and Google will present you with a nice little code. Simply copy it, and then install it on whatever website you want to retarget.
If you’re using WordPress, you can either install a plugin that lets you insert <head> code, or you can go to Appearance > Editor > header.php and then paste the code before the line that says </head>.
If you are not using WordPress then you will need to do whatever you do to make sure that a code fires on every single page. If you are using an HTML site, then you will need to insert the code to every single page.
Most CMS sites will have a plugin that lets you install code to the header file. A simple google search should see you in the right direction.
Once you have the code installed, Google tag manager will allow you to insert any code into that site at any time, and manage it all from a single dashboard.
Later we will come back here and install our custom audience pixel code. But first we need to get that code.
Step 2 – Set up or get access to the Facebook ad account
Here’s some guides to help you get the necessary access needed:
Step 3 – Set up a custom audience
So now we need to login to Facebook and click manage adverts from the drop down menu in the top right corner:
You then need to access the “audiences” option, which you can find that in the “tools” menu.
Click “create audience” > “custom audience” > “website traffic”
This is where the fun starts…
First, go ahead choose “all website visitors” and create that audience. This makes sure that every person who visits your site can be targeted.
Next you will need to determine your goals, so ask who you want to target and what pages they have viewed.
For example, in this example, our client wanted to target people who had viewed individual brands of cars, but had not bought a car, they would then only advertise those specific brands and in some cases specific cars to their audience.
So for example:
- People who visited Volkswagen pages, would see ads related to Volkswagen.
- People who had viewed Volkswagen Golf (a very popular car for my client) would see ads related to that specific car.
So here is how you set that up:
You select the option “People who visit specific web pages but not others”.
Add any pages that the people you want to target have visited (all of our pages contained the word Volkswagen, so I have simply entered that word).
Exclude whatever the checkout page is, this filters out people who actually bought as you don’t need to show them ads.
Change the number of days to whatever you want. 180 is the max so I tend to go with that. Then name it something and add a description if required.
Click create audience and you now have a custom audience set up!
It will take a little time for Facebook to get your audience info as people need to visit the site to become part of your audience. In the meantime we need to grab the code.
Click your new audience and then the pixel ID on the right hand side, then click actions and then view pixel code. Copy the code.
Step 4 – Add custom audience code to tag manager
Now we need to add this code to our tag manager account we set up earlier.
So load it up and click your account and then click new tag…
I’m not really sure why, but it doesn’t have a standard Facebook tag so we need to select “custom HTML tag”.
Paste your code into this space and then click continue.
Select fire on “all pages” and create tag.
Name it something like “Facebook Custom Audience” and then CLICK PUBLISH – this is very important as a lot of people forget to publish the tag and it will not load if you don’t click it so do not forget.
When you see the success notification on the screen you are good to go. From this point your site is tagging everybody who comes in and we will be able to target them at any point we decide to.
Now go back and set up new audiences for all of the possible people you will need to target with specific ads, so in my example:
- People who view the Ford page
- The Audi page
- BMW page
- Every page for the top 20 selling cars
A different audience for every segment that you want to target. You won’t need to add a tag again, so you can just concentrate on this part now.
Step 5 – Set up some ads
Create the actual ads – I create 2 simple image ads, 1200×628 pixels, sticking to the 20% text in ads rule.
I also create 2 Headlines and 2 text creatives that will appeal to the target audience.
TIP: If you use Facebook Power Editor to create your ads (which I highly recommend), you remove all constraints as to the length of your headline and ad text, which is obviously super handy.
Mix them all together for a total of 8 ads.
Target ads at custom audience, set daily spend of around £10 (you will never reach this unless you have a massive audience).
Setup the ads on Facebook – We are now going to setup your ads so that they run to your selected audience.
Log back into Facebook and access your adverts manager as you did earlier.
Click create campaign.
Then choose the increase conversions option:
On the next screen input your target URL (the main domain) and then select your conversion that we just set up.
Give the campaign a name; I generally just go with Retargeting | Website Name
Next you will select your targeting options. Click inside the custom audience box and choose your audience:
You can choose other options if you want to, but I leave the rest blank, as I don’t want to filter further at this point. We can get into that in another article/case study. For now select country or countries and leave the rest blank.
This is my spending section, it is almost always exactly the same for every campaign. I set a limit of £10 daily, although it will never reach anywhere close to this, unless you have a huge audience.
Go down and insert your copy and headline into the relevant boxes, upload your image and put in the target URL. I like to use a single image in my ads as they tend to convert better for me.
Remove the “desktop right column” and “audience network” ads and click place order.
Now so long as Facebook approve your ad we are all done here.
Repeat the process for all 8 variations of your ads in the create ads section.
Do this for each audience you want to target and change out the ad copy, target URL, headline and images to be specific to each audience.
Step 6 – Tracking
Go to manage adverts and the tools, select Pixels:
Then on the right hand side you want to create a custom conversion:
You then add the URL that would indicate a successful conversion:
You can then name the conversion and define a value to it. All of this info helps you track and report the effectiveness of your campaigns.
You then need to add a tiny bit to your code, but I’ll let Facebook explain that as people find it a little less difficult than how I explain it:
That’s it! On average our client’s sites see a 30% increase in conversions with these ads running. Facebook doesn’t work for every industry but there are plenty of other retargeting networks such as Google, Instagram and Twitter. We like to also use Perfect Audience (I find that Facebook and Perfect Audience is the perfect mix).
I hope you’ve found this helpful, and if you need any help getting this set up – give us a shout!