Table of Contents

1. Curated Careers

2. Trends and Tidbits:

   • WTH is Retargeting?

   • Retargeting vs. Remarketing

   • A Simplified Cheat-Sheet of Retargeting [Downloadable]

3. AI Arena:

   • Comments-Sentiment GPT

4. Interesting reads for the week

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➡️ WTH is Retargeting?

Have you ever felt like the universe is keeping an eye on you?🕵🏿🔍

Like when you almost bought your favourite sneaker, but decided to think about it and kept it on hold.

Then suddenly, those shoes are following you everywhere online.👀

On your Instagram feed and…
your Google sidebar and…
on the blogs you are reading… they appear almost everywhere.

Well, do you think it’s just the “Law of attraction” in play? I hope not.

It’s the marketing strategy that the brand is playing on you → Retargeting 🎯

1. They’ve identified your behaviour on their website or social media

   2. Added you to the retargeting audience in their ad campaign

      3. Then they run ads on multiple platforms

…but hold on!

Before you think you know all there is to know about retargeting, and doubt if this whole letter tells you nothing new, we’re diving deep into the lesser-spoken truths that can be used to supercharge your campaigns in 2024.

Sure, you've heard the basics → a user visits your site, doesn't convert, and you nudge them back with a perfectly timed ad. But there's a lot more to uncover.

So, grab a coffee, get comfy, and let’s dive in🏊.

Shall we?

First, a quick refresher…

➡️Retargeting 101: The basics you can’t skip

Retargeting is nothing but a campaign designed to keep your brand in front of bounced traffic after they leave your website.

Essentially, it’s like your date with them went well. But didn’t quite seal the deal.

And you try a polite follow-up to know what they think, reminding them that you’re still there when they’re ready to commit.

~Alright Deep, so we’re just remarketing our offer, right?

📌Retargeting vs. Remarketing: Tomato, Tomahto?

Okay, let’s clear the air — Retargeting and Remarketing are siblings.

~ same same, but different.

• Retargeting is primarily focused on serving ads to potential customers based on their previous online actions. It’s all about those cookies and pixels tracking who did what and when, and later used in a strategic ads campaign.

• Remarketing, on the other hand, is more uniplatform in nature. And…
  
  It involves collecting contact information and sending targeted emails to bring existing customers back.
  

  Think of it as a friendly email reminder that says—

  “Hey, your subscription is going to end soon. Want to renew?”
  - Renewal
  

  “Bundle this with your current purchase to save 20%”
  - Upsell

~But I don’t have a budget for retargeting, do I really need to do it?

➡️Why even bother with retargeting?

As per this statistic by Ruler analytics, only 2.9% of web traffic converts on the first visit, on an average across industries.

I hear you say “that’s disappointing”. I feel that too, but there’s more.

The online platforms are noisier than ever, with countless brands dying for consumers’ attention.

Think it the other way, the market is cluttered, choices are overwhelming.

The only thing you can leverage is being a known face already.

Hence, re-targeting.

Alright, here’s where we dive into the juicy stuff:

A simple cheat sheet of retargeting —

➡️Best Practices for Retargeting in 2024

Retargeting is more of an art than a science, and like any good artist, you need to know the tricks of the trade:

1. Segment, Segment, Segment: The era of one-size-fits-all is over. You get the data from the behavioural, demography and geography analytic tool, bring them to good use. You may go for account-based marketing as well.
   

2. Cap your frequency: Avoid ad fatigue. No one wants to see the same ad a hundred times. Set frequency caps so that it’s not annoying the viewer.
   

3. Rotate your creatives: Banner blindness is real! Keep things fresh. Design a sequence of creatives for your campaign. Make it interesting for the viewer.
   

4. Utilize dynamic retargeting: Personalization is key. Use dynamic retargeting to show ads featuring products or services the user has shown interest in. It’s a subtle nudge that says,

   “Hey, remember this? It’s still here for you.”

So, there you have it! A comprehensive look at retargeting that goes beyond the basics. Remember, retargeting is a powerful tool in your CRO toolkit, but like any tool, it’s all about how you use it.

Big Cheers🍻 on completing the 5th (and last) step of becoming a champion🏆 in Conversion Rate Optimization(CRO).

Earlier in the series, we’ve explored the essentials of boosting conversion rates, dived deep into behavioral analytics, mastered the art of crafting perfect landing pages, and uncovered the framework of A/B testing.

Until next time, keep optimizing, keep testing, and keep growing!

In other thoughts…

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➡️Comments-Sentiment GPT

This prompt helps you figure out what’s the sentiment in the comments section of any brand account in a glance. You can replace the placeholders in square brackets with the specific details relevant to your brand.

It chooses the most positive, most negative, and most descriptive comment from the comments, you paste in the prompt and then shows metrics on the comments and adds customized suggestions as per the sentiment.

Here is one example we tested for Pilgrim's skincare and haircare Instagram account’s giveaway post.

Prompt:

Act like a professional data analyst specializing in social media sentiment analysis. Your task is to analyze the overall sentiment of comments from a social media post or YouTube video to provide actionable insights.

Information to consider:
Business/Creator Domain: [Specify the business or creator domain here].
Follower Demography: [Specify follower demography here, including age range, geographic location, interests, etc.].
Post/Video Content: [Briefly describe the content of the post or video].
Brand Tone and Voice: [Describe the typical tone and voice used by the brand, such as humorous, formal, educational, etc.].
Engagement History: [Detail any relevant information about how followers typically engage with similar posts or videos].
Tasks:
Sentiment Analysis:
Analyze each comment to determine its sentiment (positive, neutral, or negative). Consider the language, tone, and context in relation to the brand's typical tone and audience.
Highlight Key Comments:
Identify the most positive, most negative, and most descriptive comment in terms of detailed feedback or engagement.
Calculate Sentiment Metrics:
Calculate the percentage of comments that are positive and the percentage that are negative.
Instructions:
Step 1: Review the brand information and follower demography provided to understand the context.
Step 2: Analyze each comment using sentiment analysis techniques. Classify each comment as positive, neutral, or negative.
Step 3: Identify and list the comments that stand out the most for each category: most positive, most negative, and most descriptive.
Step 4: Calculate the percentages of positive and negative comments relative to the total number of comments.
Step 5: Summarize your findings with specific examples and detailed percentages.
Paste all the comments from the post or video below this line:

[Paste comments here]

Take a deep breath and work on this problem step-by-step.

🔗When to use questions in your ads? → Link

🔗 8 Essential ChatGPT prompts for project managers → Link

🔗 5 Super-Effective Retargeting Ads Ideas + Examples→ Link

🔗AI Marketing Automation Guide-2024 → Link

🔗 Conversational Marketing and Chatbots → Link