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Archive for the ‘Remarketing’ Category

Remarketing Drip Campaigns

Posted by Dana in adwords, adwords expert, Remarketing

Monday, July 27th, 2015

Remarketing Drip CampaignRemarketing has a strong ROI simply because it’s the highest quality reach. The remarketing audience has been to your website and visited specific pages demonstrating their interest in what you have to say. Drip campaigns have some of the best results in the industry because of the strength in frequency. Since reach and frequency are the gold standards of marketing delivery, a strategy that excels in both of these can make magic happen. Let’s explore how this can be done.

Remarketing campaigns are targeted based on an audience established by the execution of a JavaScript snippet on your pages. This means that audiences are people who have already been exposed to your business. In simple terms you are continuing the conversation and the goal is to bring them back again and again until you get your full marketing message across to them.

Drip campaigns deliver a series of messages over the course of time and are most common in email but conceptually can be applied to display advertising. What you do is plan a series of message (ads) based on either wants/needs or objections/answers. The wants are messages that might bring the audience to action and are typically strong product advantages. The objections and answers are common barriers that your offer runs through on the way to a sales transaction. Almost every sales rep knows the common barriers and they are trained carefully on the answers to the objection. In both cases the goal is to design an advertising campaign that communicates a series of these ads.

The challenge here is that the ads need to be delivered in sequence and the default audience configurations are not designed for this. In a typical remarketing campaign, the audiences are based on a zero to x number of days selection. What we need is a range of days. A common drip campaign would be one ad set for 0-30 days, followed by a different ad for 31-60 days, followed by another at 61-90 days. To get the control you need, start with standard audiences based on 30, 60, 90 and all days then put them in the ad groups like this:

0-30 30 day audience
31-60 60 day audience minus the 30 day audience
61-90 90 day audience minus the 60 day audience
91+ The All-time All Visitor audience minus the 90 day audience

The effect of this configuration is a range of days within the audience although there are some odd things that will happen to a few people in the audience. Because the audience is based on a cookie setting, a person revisiting the site will add themselves back to the 30 day audience restarting the drip campaign. The true definition here for the 60 day group is 60 days since last visit.

As an example from our business, we do PPC Management, Social Media, Website Design, and Image Ads so we want to have visitors to our site learn that we do these things. Within the limits of an image ad, the best we could expect would be to get one of these points across in each ad. So in the first 30 days we develop the messaging for PPC, then from 31-60 days we focus on social media, followed at 61-90 days with website design, and lastly we do a branding ad. The same sort of process could apply to a product that had several sales benefits much like shifting from less filling – tastes great (think Miller Beer).

This approach does result in some additional work especially on the design side because you need different ads for each of the day ranges. In the simple example here we would need 4 sets of creative for each of the ad groups.

Remarketing Requires Rethinking

Posted by Bob Dumouchel in Remarketing

Monday, February 20th, 2012

Don’t you just hate that 95% of the visitors to your site leave without interacting with your business?  I know I do! They look, they leave, and you think there is nothing you can do about this – but is that really true? You can reach out to that audience and continue the conversation using a process called remarketing which is supported by the Display Network.

Display Network

The Display Network consists of over 1 million websites and it can match to keywords, placement, or remarketing audiences. In remarketing we throw out the keyword matching and replace it with an audience match. The audience is created by tagging visitors who have been to one or more of your pages. The act of loading the page runs a script which gives that visitor a cookie and makes them a part of your targetable audience.

Eligibility & Rank

When the system selects the ads that will be shown it goes through eligibility and ranking.  Eligibility is a binary state in that it either is or is not eligible to show.  After eligibility is confirmed then the ads are ranked by their bid and quality score. While the complete quality score formula is a deeply held secret inside Google, the concept is simple to understand. The better your ad the more your money is worth. One well known major factor is the Relative CTR and the more it’s above 1.0 the more your bid is worth.  Just like CTR is estimated to be 65% of the quality score in search we believe that Relative CTR is also heavily weighted in Display. It is after all a factor that indicates how much money Google is going to make from your ad.

Image versus Text

Remarketing supports both text and image ads but the magic is in image. Text is simply too weak to make a brand impression and we are trying to get them to come back a second time.  In all the remarketing campaigns we stress the placement of Image Ads, not text. In most cases we also stress to the designer to clearly communicate the brand and value statement of the client because our goal is to get a brand impression NOT a click. Image ads are powerful and clever ads can get less than qualified clicks and that is not the goal.

Organic Traffic

The goal of remarketing is to build the brand and if this is doing its job we should see an increase in organic traffic. That is not a typo I said organic and here is how that works. The image ad increases the exposure of your brand and your value statement.  The idea of the ad is to connect your brand to your value statement and if you do that when the need occurs there is a good chance they will look for your brand or value statement rather than the generic product or service. This does not happen quickly but it is one reason to keep your eye on the branded organic traffic.

About Audiences

Audiences can be positive or negative just like keywords. This allows you to create composite groups such as people that visited your home page minus people that reached the thank you page. This gives you people that have been to your site but have not yet contacted you. In an ecommerce site you might want all visitors, those that added items to the cart, and those that bought product. Each of these audiences could have different image ads with different messaging. One campaign for those that just looked but a different approach for those that checked the price by putting it in the cart. For clients with several categories of products or services we generally recommend different audiences for the different page sets so you can customize the message to their prior exposure to your business.

Frequency

Some people think that remarketing can have too much frequency but I am not in that group. If this concerns you there are several controls over this aspect of your advertising and the most direct is frequency capping. This campaign setting allows you to set the number of impressions a single audience member gets per day, week, or month and per ad group or per campaign. Beyond this you can also vary the budget and time of day schedule so if you deliver a business message you only do that during the business day.  We often hear from people that our ads seem to be everywhere and remarketing is the reason for that comment.

In Closing

Remarketing is a powerful tool that allows you to continue the conversation with people that have demonstrated interest in your business.  There is no doubt in advertising that frequency works and remarketing is the AdWords tool to serve this part of your marketing strategy.