Creating amazing remarketing isn’t hard but it certainly isn’t easy too. Trying to connect with visitors to your website who may not have made an immediate purchase and then convincing them to come back and but is tricky. There are people online, 3.4 Billion right now, who find remarketing creepy. People don’t know how to make the ads stop, let along how and why they are seeing those ads in the first place.
If you’re doing remarketing right now or have always wanted to get started. These are the 5 areas of your campaigns I’d look at to punch above your weight and make sure your campaigns standout from competition and don’t make people hate your brand.
Even to this day I still see brads show me their banners all day every day with no cap on the number of views a day. Maybe they think if they try to overwhelm me with ads I’ll buy their ad platform. Nothing could be farther from the true. This isn’t a hard and fast rule but I start out with capping my ads at 2 – 3 views/day. You can test having your ad show less or more then that but you don’t want your potential customers get brand fatigued. Remarketing is very much a marathon not a sprint. It’s a gentle reminder not a bash over the head.
If you’re on AdWords or any advertising platform that lets you segment by age, do it. You can waste a lot of impressions and spend by targeting people who aren’t going to convert on your product. At my last couple startups, it has generally been 25 – 44 year olds that converted the most and that’s the case again at Unbounce. Running the same ad but having different ad groups/sets by your age demo can help you understand who’s converting and who’s just looking at your product and not buying.
My talk from SMX London 2016 on May 19th. Goes over my process and how I look at converting mobile traffic. Hint, it’s more remarketing then trying to convert cold traffic.
My talk from #HeroConf Philadelphia on April 26th, 2016. I had a blast and had about 125 people in the room out of the 547 people attending the conference.
Last click isn’t dead, it’s just retiring. In order to put your budget and time into marketing channels that will grow your business, it’s critical to understand how to attribute your conversions.
The attribution model Duane built can work for any startup or brand. It gives marketing teams a bird’s-eye view of what is and isn’t working, i.e. what campaigns are not just driving brand awareness but also getting customers to purchase your product. Are you ready to meet the modern consumer? In this session, you’ll learn:
How to move off last click and take a more holistic view of your business
How to attribute your conversions across the business
How to work better with the rest marketing & function as a squad
Find out what any acronym, abbreviation, or initialism stands for with acronymfinder.com. Great handy tool if you need to save space on your AdWords search ads. Learned about the site from #HeroConf Philadelphia this past week. Approved by Google and Bing too I hear.
I get pitched a lot from vendors across the marketing industry who say they have the platform to solve my marketing challenges and make me more money. However, most can’t do it without giving their platform more credit then it deserves in our attribution model.
Yesterday I got pitched AdLinks. The platforms lets a brand create s shortened URL that cookies a person each time someone clicks on the link. Once that happens the person will start to see banner ads for the brand around the internet. This is a semi-remarketing play because the person doesn’t have to go to your brands website, you can send them to any site with the shortened URL. People seem to be doing these new ad styles becomes of ad blockers I feel.
With 20% – 35% of people using ad blockers (more UK stats) across all age demos and most income types over the last few years. This doesn’t seem like a trend that is going to slow down. People are trying to stop seeing all the bland, boring or low relevance ads that are taking over their screens. It seems that every marketing platform is trying to find ways to put more banners ads in front of people, which is the main reason why people are using ad blockers to begin with.