Helene Svabø is the Digital Marketing Manager at SOS Barnebyer (SOS Children’s Villages), and was previously Head of Performance Marketing at Empefire. Helene shares the following Thursday Marketing Tip:
-Use data from content campaigns for retargeting – maximize branding to conversion! As “every publisher” – like the big online newspapers – now provides advertisers content/native solutions, and many clients see a decrease in display conversion, the synergy here is more important than ever!
So to use native advertising as an example: Whenever I set up a campaign I always start with the content and challenge all the ways we can maximize the results from the ad spend and the data usage. One effective way is to ask the publisher (say, the online newspaper where your story is running) to set up and share Facebook custom audiences built upon visitors on the website where you content is placed. It’s super easy to set up, and will help your native campaign go from branding to conversion, if that is a goal.
So when the native campaign comes to an end – retarget the audience that has visited the article with more sales-focused ads on Facebook. Show – tell – sell, but remember to exclude those who have already completed a purchase (or whatever the goal is). Nothing is more annoying than seeing ads for a product you have already bought…