Do you know what retargeting is? Even if you do not, I’m 100% sure that you’ve experienced it. For example, you visit Amazon.com to buy a new pair of headphones, you leave the store without buying. The next time you log into Facebook or Instagram you start to see those headphones all over the place. That is retargeting!
The cool thing is that you can implement retargeting for you contractor business as well, and It’s very cheap! In today’s episode I show you step by step, click by click how to create your first warm retargeting contractor campaign. Enjoy!
Here's what we cover:
- Why retargeting is so important.
- How to create your first campaign, step by step
- Why you need to brand yourself on social media
- Steve Jobs on branding and marketing
- How to create your first branding campaign
FULL VIDEO TRANSCRIPT
Okay, we're going live two hours late today. We had some technical issues. I couldn't go live at 11:00 AM but I'm leaving now. That's good. Let me just check here that the stream is actually live here. Before I do anything, it seems to be working on Facebook and then on LinkedIn as well. It's working perfect. Let me go here. Let me do it like that. Let me see if I can lower the music a little bit.
There we go. So yes, welcome to the live stream. Today's Thursday, March the fifth and I do live stream like this on four times per week essentially. And I run a company called lead driven.com where we help contractors to scale their businesses with social media marketing. So we basically help them to scape from, you know, Legion sites like home advisor and Angie's list and so forth. Also escape from the competition on Google that is quite overworked or overwhelming right now in the roofing of solar industry and for other types of contractors as well, like SEO and paper click. And we also help them to scape you know, offline marketing methods like door knocking or only depending upon referrals and direct mail campaigns, TV and radio commercials and so forth. So in today's video, I'm actually going to show you how to retarget people on Facebook, a step by step tutorial so it will actually build on the live stream I did this Tuesday, so this is part number two.
If you want to watch the replay off the Tuesday's dive stream, but I showed how to build a cold traffic campaign. You can watch that replay on, it's on Facebook, it's on LinkedIn, it's on Instagram and it's on YouTube as well. So that's basically it. And if you want to learn more about our company, you can go to lead through from dotcom where we have a free training that you can check out if you want to get started and learn some more. So here's how it works. I broadcast a live stream like this on Facebook, LinkedIn, and YouTube every Monday, Tuesday, Thursday, and Friday at 11:00 AM Eastern time normally. But today my camera didn't work at 11:00 AM and then I had some other technical issues and then I had a call so I couldn't, yeah, bunch of excuses, right? So on Mondays to do a live presentation, basically sharing your presentation, sharing how our system works.
Then on Tuesdays I do, I build an actual cold traffic Facebook advertising campaign and you can watch a replay of that on Thursday. Today I do part number two on the Facebook advertising campaigns. So today I'm going to build a warm traffic retargeting campaign and also talk about how you can do branding on social media for a contractor business. And then on Fridays I do a live patient presentation again and the replays are posted on YouTube, Facebook, LinkedIn, and Instagram as well after the live session is over. So that's it. If you have a question, you can just type it into the questions box and I will make sure to help you out and answer that for you. You can either do that live or you can do it on the replay and I will make sure to hook you up with some answers. So let's close this.
Let's go to the Facebook business manager. Let me see here. So this is what I did last Tuesday, right? So I build a cold traffic lead generation auto campaign. We did a CBO campaign where we spent $100 per day and we did a lead generation as the objective. And then we go into the ad sets, we created two different ad angles and we had four different interests that were targeted for a specific area. And then we a sort of a dive into, you know, I can open up the ad set. So we basically [inaudible] you know, we targeted and specific area Orlando 2025 miles, let's say as a roofer in Orlando. Then we talked about how to narrow down the actual targeting and I didn't show you how to do that. So I talked about you should narrow down the age of bed. You can also put in the detailed targeting in here and that's something that we share in our online program for our customers.
So I don't share that for a free stream, but I still think you can benefit a ton from watching a free tutorial like this as well. And then we also talked about how to actually do the placements here. So what if you do click manual placements here, you can actually adjust your campaign. Like do you only want to show them on Facebook or on Instagram or where do you want to show them? So we talked a little bit about that as well. And then we created actual ads, right? So I told you to create, you know, we have one ad angle right here where you do, you know, you have four different images and a video essentially. And I talked about what to write in the ads and how to craft ads and you should, you need a Facebook lead form and so forth.
And here's one of my ads that are utilized for my own company. But if you want to learn more about like the best ad for your specific contractor company, whether you're a roofer or a contractor or roofer or solar company, or if you're a painter or whatever, now might be, you can go to [inaudible] dot com and we will hook you up with the best type of angles for your business. So that's it. That's basically what we did two days ago. And what I'm going to do today is this, so we're going to do a warm traffic retargeting and branding campaign. Let me,
Let me see if I can
Lower the sound a bit. So what I'm going to do today is the warm traffic retargeting and broadening campaign. So we're going to do a CBO lead generation campaign named warm retargeting, lead generation auto, and we're going to spend $10 per day. And if you don't know what a retargeting campaign is, it's basically, you know, if if somebody sees your ad on Facebook or they go to your website just once, or do they like one of your ads or like one of your posts or go to your Facebook business page, you can save that specific person in an audience and then you can retarget them. So if they see you once, they will start to see you everywhere across the entire web, on Facebook, Instagram, and on the Google display network. You can retarget people on YouTube if you want to. We can retarget people on LinkedIn as well if you want to.
So if somebody see you once, they will start to see everywhere. It'll kind of, when you, you know, when you go to Amazon, you watch a check out a product and then you start to see that product all over the web. That's retargeting. And that's what you can do for your contractor business as well. The best thing about retargeting is that it's very powerful and it's very cheap. So retargeting normally costs like we normally say that you spend $10 per 10,000 people per day. So have you have an audience, you have 10,000 people in there, you can spend $10 into that audience to retarget all those 10,000 people so that they will see your ad essentially. So it's very cost effective. It's very powerful and it's like a must do not right now in the online digital advertising space, there's like there's no reason why you should or shouldn't do retargeting.
It's very easy to implement as well. So I'm going to show you how to do that today. And the cool thing about retargeting is that you can both mix in like lead generation ads, but you can also do branding ads too. Instead of, you know, paying a TV station like per radio station, like thousands of dollars every single month to do like a commercial for you. You can create your commercial content and spread it on social media. Is that in a retargeting campaign that I'm going to show you how to build today? So let's begin. Step one is that we create a warm retargeting lead generation auto is what we're going to name the campaign. So let's do that. Warm retargeting, lead generation auto. The objective of the campaign is going to be lead generation. I'm going to skip the ad set, I'm going to save to draft and then we'll review and publish
Like so and then we'd go into the campaign or then we can continue with the instructions. Then it says duplicate your two best performing ad sets from the cold traffic campaign. Use two different ad angles. So we go into the cold traffic campaign. You go into the ad sets and you, when you've run this campaign for a couple of days, you will basically start to see what ad Nagel works the best and you want to find one of your, you basically want to duplicate two, two best performing ad angles into your retargeting campaign. So you just highlight the two of them and then you'd click duplicate and then you duplicate them into your existing warm retargeting lead generation auto campaign. You click duplicate. Then you'd go back here to the warm retargeting campaign. And those two ad sets will appear here. Then what you want to do is you want to change the targeting for each ad sets who want to remove the previous targeting and interests. You want to target your entire state. So now you don't own the one, a target like Orlando, Florida, 25 miles. You want to broaden this up now. So your target, you want to re target people in your entire state. You want to add,
They want to target your custom audiences. So all website visitors and engagements. I'm not going to show you how to do that today, but you basically create two ad audiences inside the Facebook business manager. So everyone that had been to your website for the past six months and everyone that I've interacted with your ad or any of your posts the past 180 days or six months, you can re target those people as well. When our target age 865 all genders and automatic placements, you're just go into the first one. You can change the name. So we keep the name of your ad angle right? And then you change the name to retargeting. So in my case, Austin retargeting, and then they want to broaden off the state here, right? So you wanna do Florida entire state or your entire state. You want to have age 18 to 65 all genders, no detailed targeting and automatic placements. And then for custom audiences in here, this is where you want to put your custom audiences. So ad engagements and all website visitors like so that's about it. Then you do the same thing for the second one.
So remove that naming convention and just aim it just in retargeting, we're going to custom audiences. Same thing here at engagements, all website visitors. You want to target the entire state of Florida. And then you also want to have the broader, not the age again, right? To want to have 18 to 65 you want to target all genders. You can skip the languages and want to do automatic placements. That's about it. Then you can close it. And then back to the campaigns here. So this campaign, if you click edit, you can do this retargeting and paying. You can turn on a, you want to turn on campaign budget optimization for this one as well. I just need to review and publish before I change it.
Let's see. So I publish it. There we go. Then I go into edit and then you want to turn on campaign budget optimization or you can, it's enough to spend like $10 per day and to retargeting campaign. You don't need to spend more than that unless you have a lot of people in your audiences like so. And that's basically how you do your retargeting campaign. So it's very simple and it's very straightforward. So again, if we just cover it now what you're doing, right? You have your cold traffic retargeting campaign that I built in the last stream where you're spending $100 per day and you have your targeting. Let's see, you're targeting different ad sets. So you're basically trying to lead a hunt for new leads or new homeowners in Orlando, Florida with the 25 mile radius. You're telling Facebook that, Hey, I want to target these four different interests and you've given Facebook a ton of different ads, 30 ads that you can test different images and different ad angles and so forth.
You're spending $100 into that per day. And then you also spend $10 per day to retarget people. So when somebody has seen your ad in this campaign just once, or did they liked it or commented on it, or they've been to your Facebook business page or they've been to your website for the past six months, they instantly start to get retargeting in this campaign. And they will start to see Facebook ads from you every single day. Instagram ads, every single day from you. And also on the other audience networks that Facebook owns. So apps for example, in the app store, they will start to see ads from you there as well. And the messenger app, a ton of different places. So retargeting is super, super powerful. But here's the thing now, right? We're basically only hunting for leads right now. So you're a contractor, you want to get new leads, you want to get new people to opt in for a free estimate and they leave their name, email and phone number and address and so forth.
And then you're retargeting them with the same type of ad. But now what you can do as well is that you can retarget people and start to brand your business as well simultaneously. So instead of paying that TV, TV station, thousands of dollars every single month, you can just do your branding or social media is dead and it's going to be a lot more cost effective for you. And it's also going to be a lot cheaper for you. So you can get high quality views doing a social media branding with paid advertising campaigns that I'm going to show right now, you can get high quality views for just a couple of cents on the dollar essentially. So it's like super, super cheap. It's super, super targeted as well because it's real homeowners in your area actually seeing your video. Right? and yeah, social media marketing is truly the future of advertising. You know, the, everything happens in the phone right now.
And the average American spends like three hours per day on social media. And you know, the the phone is the new entertainment source, the new TV, the new radio, the new magazine everything is in the phone. So you want to, that's where you want to brand your business, not on a billboard and not in a magazine, not in a radio commercial, not in a TV commercial. Do you want to brand your business in the, on social media with paid advertising events? So let me show you how to actually do that. So, but then the question is like, why, why do you do branding? Why not only spend money into each generation? And branding is super, super important. And there's a pretty cool clip of Steve jobs talking about branding. So I thought it would show you that one
Marketing's about values. This is a very complicated world. It's a very noisy world and we're not going to get a chance to get people to remember much about us. No company is. And so we have to be really clear on what we want them to know about us. Now, Apple fortunately is one of the half a dozen best brands in the whole world right up there with Nike, Disney, Coke, Sony. It is one of the greats of the greats, not just in this country but all around the globe and but, but, but even a great brand needs investments and caring if it's going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years and we need to bring it back. The way to do that
Is not to talk about speeds and fees. It's not to talk about MIPS and megahertz. It's not to talk about why we're better than windows. The dairy industry tried for 20 years to convince you that milk was good for you. It's a lie. But they tried anyway. The sales were going like this and then they tried got milk and the sales have gone like this. Got milk. Doesn't even talk about the product magic that focuses on the absence of the product. But, but, but the best example of all, and, and one of the greatest jobs of, of marketing in the universe has ever seen is Nike. Remember, Nike sells a commodity, they sell shoes. And yet when you think of Nike, you feel something different than a shoe company in their ads. As you know, they don't ever talk about the products. They don't ever tell you about their air soles and why they're better than Reebok's air soles. What does Nike do in their advertising? They honor great athletes and they honor great athletics. That's who they are. That's what they are about.
Apple spends a fortune on advertising. You'd never know it. You'd never know it. So when I got here, Apple just fired their agency. They were doing a competition with 23 agencies that, you know, four years from now. We picked one and we blew that up and we [inaudible], we hired shied day, the ad agency that I was fortunate enough to work with years ago. We created some award winning work, including the commercial voted, the best ad ever made 1984 by advertising professionals. And we started working about eight weeks ago and what we've, the question we asked was our customers want to know who is Apple and what is it that we stand for? Where do we fit in this world? And what we're about isn't making boxes for people to get their jobs done. Although we do that, well, we do that better than almost anybody in some cases.
But Apple's about something more than that. Apple at the core, its core value is that we believe that people with passion can change the world for the better. That's what we believe. And we've had the opportunity to work with people like that. We've had an opportunity to work with people like you, with software developers, with customers who have done it in some big and some small ways. And we believe that in this world people can change it for the better. And that those people that are crazy enough to think they can change the world are the ones that actually do.
Yes. So that is Steve jobs on what branding is. And it's really interesting in my opinion simply because, you know, he talks about branding is not about talking about megahertz or why we're bettering better than Microsoft, right? It's more about talking about values and mission and vision and principles about your company. And really like to like what is branding? Well, it's like controlling the perception of your company. So if you're not branding, if you're not branding your business, like what do homeowners in your area think about your contractor business. You have no idea. They might see an ad from you somewhere or they might see the, might hear about you from a neighbor or whatever. And I might be, they might think that something entirely different upon you or off you. And if you're not doing branding and if you're not controlling the perception of a company, you don't know what people think about you.
So that's why it's so important to do running. And up until this point, you know, doing branding has been very, very expensive. Either did like, and quite an effective as well, in my opinion. You know, it was effective and expensive when people watch the TV. It is still expensive, but not as many people watched the TV anymore. So it's not the best option. Also radio, you know, radio is also very expensive and it's also not the best way to do branding. And then you can do print. You can do like magazines, like who watches magazines? Not too many people anymore. That's just the truth, right? The average American spent three hours per day on social media, all age groups or you can do like billboards and all this nonsense in my opinions. It is kind of nonsense. Now when everything is digital and when everyone spends so much time staring down their phone all day, why would they spend a ton of money into radio?
Why would he spend a ton of money to deep into TV that is so expensive to brand new business when everyone is looking at this thing? Pretty much. Yeah, three hours per day and or six hours per day, three hours per day on social media and then three hours extra. You scrolling their phones. So you need to brand yourself on this thing. And there's no better place to brand your business online than on social media. It's cheap, it's effective. That's where your target market is. That's where homeowners in your area spend most of their time. So that's where you want to brand your business. And I'm going to show you how to do that right now. Let me see here. So yes, so you want to control the perception of your company and then then the question becomes like, okay, how do you do it?
How do we actually build a branding campaign? And then the second question becomes what directly right in your ads. So I, I thought it would show you how to do that right now on Facebook and Instagram in a very simple way. So we're going to create a new campaign, but this time we're going to have a reach campaign. So I'm going to explain what the difference is. So we create a new campaign, warm retargeting, branding, Ricciardo, and instead of doing lead generation, now our objective with this campaign is reach. So we're still going to retarget people, right? Everyone that has been to your website for the past six months and everyone that has seen an ad, excuse me, Evan, everyone that has been seeing your ad or seen one of your posts for the past six months, you also want to retarget those people on lead generation.
When you have that as the campaign objective, Facebook is going to optimize the sh only show ads to people that are most likely to become a lead, but now when we do branding campaign, your objective is that you just want to reach as many people as possible. If a person has gone to your website, you don't really care if that person's going to become a lead. Right now. You just want to show them your branding content so that they might eventually become will become a lead. Or if it is a person who is very close to become a lead or a potential new customer, you want to reach that person as well. So why do you want to reach him? Well, you want that person to, first of all, we want to control the perception of your company. Then you want that person to all like start to like you after you see your branding video they want.
Do you want the homeowner to start to trust you more and ultimately feel like they know you're right because if can get a homeowner to feel like they know you before they ever request a free estimate or before they ever contact you for anything. If that homeowner feels like if that person has an emotional attachment to your company or tour to your brand or to the people within your company from seeing videos from you guys, do you think it's going to be harder for you to sell that homeowner easier for you to sell that homeowner? It's pretty obvious, right? If you get there and that homeowner already trusts you, likes you, and feel like they know you, the sales process for you or your sales reps are going to be so much easier because now they don't have to sell the trust in the actual home selling. So branding is very, very important, not only for contractors but for all business owners, for all types of businesses. That's why the biggest brands in the world spent so much money into getting their brand in your face. 24 seven so yes, we're going to do a reach campaign objective and we're going to turn on CBO for this one as well. And we're going to spend $10 per day saved to draft
And then we go into Deitel ad and we create the new ad set, creating a brightening of being just super simple. We just gonna to name this one retargeting branding. It's pretty straight forward.
And here we have the ad set and then we're going to optimize it for reach nine normally do two impressions every one day. So that means that the person who will see your ad two times every single day max, so they might see one of your ads on Facebook, you're banning content on Facebook. That's one impression. And then they log into Instagram and then this your ad once again that day, that's another impressions. So two impressions every one day you're going to target your custom audiences here. Again, so ad engagements and everyone that has been to your website for the past six months, that's what you want to target. And then you want to target your entire state here again. So in my case, I'm just going to do Florida as an example. I want to broaden up to age eight into 65 and automatic placements and that's about it.
And then you go into the actual ads and then you just start to create your branding ads. So yeah, again, remember the objective when you do a branding ad, it's not to sell anything, it's not to pitch anything. It's not really to you don't want to sell anything here except you want to sell your brand essentially, right? So just sharing like videos, photos, people within your company, maybe you talk about their values or your vision and mission and so forth or principles. Maybe you have a customer testimonial that you share in a video format. Maybe you have just a video of you yourself when you're just on a roof or interviewing a customer. That could be a content piece. Could literally be whatever you want. Essentially and to give you some ideas, I have I have some ideas here. So yeah, I go through here.
You created here and I say inside the new ad set, create the new branding ads. The only objective with those ads is to brand your business. We want homeowners in your area to like you, trust you and ultimately feel like they know you. And when you do this correctly, your sales conversions and referrals will skyrocket. Yes, that is also true. If you do branding correctly and homeowners start to like you and trust you and ultimately feel like they know you, your sales conversions will go up a ton. And then there's a pro tip here so you can hire a professional video agency to create a custom made, high quality branding video and image for your company. It can be quite costly, but it's a great investment and will pay back Canton handsomely if you implement that content piece in the retargeting campaign like this. But most companies do nowadays is that Hey, they say like, Hey, we need videos of our company.
So they spend it like tens of thousands of dollars creating high quality videos that are super good videos, but then they post it on their Facebook page and they post it on their YouTube page and on their Instagram as opposed, and they leave it there and they get like 50 views in a year. Nobody sees it. So you have to learn how to retarget people and then actually pay for to get views. And again, it's not expensive. $10 per day to reach 10,000 people that have already seen our ads before. So it's very cost effectively. And I have some examples here. Yeah, so also pro tip, be creative with your branding. Be creative with your branding. You can do like competitions, you can do giveaways. And one of our customers, Nolan's roofing, they did an awesome thing. So they, they just did like a live stream on their Facebook business page where they did a giveaway.
So the vice president, he just sat down with the mic and a livestream on Facebook created a normal post. We just talked about there, a $50,000 roof giveaway. And then they just implemented that video in the retargeting campaign like this one. And they got ton of interactions, like hundreds of likes and comments and shares and yeah, it's, it's a genius branding piece as well. So that's basically it. That's basically what I had for today. And I don't think we have any questions at all. I'm getting like a viewer or two on those livestreams, so it's not too much. But I can see that somebody is watching at least. So if that person, if you have any specific questions or if you want me to show anything for you, I would be happy to. So I'm just gonna stick around here for a little while. We'll see if we get any questions in. If we don't, I'm going to end it for today. And again, if you missed the if you missed the cold traffic, how I built that campaign, you can watch the replay of that on Facebook, Instagram, LinkedIn, and on YouTube. You can also go to our website leads roof on.com. That's something that you'd definitely do. So on lead through from.com. This is, we, we do course. So we help contractors with social media marketing and we have a full on ad advertising course where we teach people how to do this
In a little bit more detail obviously than I do on these live streams. And if you're interested in that, you can go to our website, you can start the free training here and this is you can click here to opt in for your free training. You can watch our testimonials. I did an interview with here with Edward Rowlins from Atlanta, Georgia from a professional grade roofing and siding get awesome results from our course. We have Justin Shelton here from Nolan's roofing and multiple eight figure company utilizing our system, Austin Miller from Pia solar eight figure company utilizing our system, getting great results. So if you want to learn more about what we do and how you can implement this system for your business as well, and to start doing social media marketing the right way for your contracted business with a proven system, I highly recommend that you check out our website. But that is basically it. So yeah, if you missed anything, you can watch the replays. As mentioned. I'm going to do a live stream tomorrow as well, where I'm going to do the presentation. So I'm going to do a presentation of how our system works and the details. And then next week I'm going to redo this, build some more campaigns and so forth. But that is basically it. So I think I'm going to end the stream for today unless anyone has questions. But I think that's it.
I think that's it.
Again, we are getting some people dropping in now, so if anybody has any questions about social media marketing, I'm happy to answer. I'm going to wait for two more minutes and see if we get any questions. But basically I'm done here for today. So I've built a cold traffic campaign here on Facebook. That's something I did on Tuesday. And if you want to watch the replay, you can do that where we did the targeting and the ad sets and everything and all of the ads. And then today I built a warm retargeting lead generation campaign showing how to do retargeting on Facebook and Instagram. And then I also did a warm retargeting branding campaign. So, and we talked about how to brand your business the correct way and why you want to brand your business and how we want to brand new business. So, yeah, that's it. I'm going to end it. No questions. Have an awesome day. And I hope to see you soon.