I am no stranger to speaking on remarketing. In fact, it’s one of my favorite features that Google has introduced over the past several years. It’s powerful, selective, and … yet, to some, slightly creepy marketing.
Over the past weekend I spoke about remarketing at PodCamp Nashville. Below is my presentation. I would love to know your thoughts. Brilliant or Creepy?
Here are a few of tips I highlighted on being 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, i.e.: 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. Tags: AdWords, Creepy Marketing, Google, Nashville, podcamp, PPC, remarketing
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