On Wednesday, September 14th (the date of this post) I spoke in New York City on one of my favorite topics: Remarketing. If you attended SMX East, among other places, you would have found me on a discussion panel called: ‘Will Retargeting & Remarketing Become Too Creepy?’
Retargeting is nothing new, its Google’s Remarketing, that is making the rounds now. Google, like it’s done many times before, makes the learning curve a lot easier. Remarketing allows anyone the ability to setup campaigns and track user activity with a few clicks.
In conjunction with the SMX East Session, I have compiled some of tips on being less creepy with remarketing
How to be Less Creepy with Remarketing
- Use a Variety of Images – In many cases, image ads perform better than text ads. These image ads perform even better when a variety is used. Be sure to create multiple banners of colors, messages, and sizes. The bigger the variety the higher the return will be. Plus, multiple banners allow marketers to perform A/B testing to use for future campaigns.
- Change the Message – Remember remarketing customers are seeing the company for the 2nd time. This is not a first impression. At this stage, they already know who you are. Now, you have to sell them. Change the message to something more enticing to get them back, ie: Exclusive Discounts.
- Landing Page Synchronization – There is probably nothing consumers hate worse than being lied to. Yet, when marketers make promises on ads and not deliver on landing pages, that is exactly what they are doing. It is important for all ads to have a matching landing page that syncs with the ad the user clicked.
- Target Specific – Too many mistakes are made when advertisers try to retarget anyone and everyone who visits their site. Not only is this bad marketing, it pisses people off. These are the ads that annoy people. Have a game plan of whom and how to remarket. For example, only target users who have placed items in their shopping cart with a discount code to complete their order.
- Use Frequency Capping – Google’s Frequency Capping allows marketers to limit the number of times an ad appears to the same user. This is the give-up moment. There is a certain point where it’s okay to move on to the next customer. After a few views, that customer is not biting. Give up. Don’t be annoying.
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