As you collect data about marketing hits and misses of 2012, perhaps you’re feeling even more pressure than ever to perform even better this year. Not to worry marketers, if you already have a remarketing campaign in place, below are some New Year’s Resolutions to build on successes in 2013. If you haven’t started a remarketing campaign yet, what are you waiting for? More than 90% of site visitors do not purchase on a first visit. Check out that stat and how to go after the 90% with a handy presentation from SEOMoz.org on remarketing and how to make money previously posted on this blog.
Raise your right hand and make me a promise, this year you will:
1. Control Your Message: A sure fire way to ruin a brand? Advertising on questionable sites. Exclusionary measures when operating a remarketing campaign are often overlooked, but an absolute necessity to any marketing plan. At a very basic level, be sure the ad isn’t displayed on sexually suggestive sites, pages with foul language or anything spewing gross/bizarre content. If you’d like to refine placement even more, you can modify who the ad is displayed to by any number of remarketing demographics such as topic, age or gender.
2. Enable Frequency Capping: Frequency capping makes online advertising a little less stalker-like. Set a cap for daily impressions of an ad or ad group. While higher impressions and penetration is typically viewed as a good thing in advertising, too much frequency is the reason we all love our DVRs so much. 10 remarketing ads a day is a product turn-off. As a marketer, don’t forget what it is like to be the consumer and use your common sense.
3. Segment Your Audience: While it is a common belief that once a prospect has visited a company site, remarketing traffic sources cease to matter, remember that each consumer is an individual. What they DO once they get to the site still matters. Create finite rules so that you may remarket more effectively.
While remarketing can most often be used to target abandoned shopping carts, remember to monitor those who have made purchases. Once you receive confirmation via a CRM that a purchase has been made, remove these customers from remarketing campaigns or shift them to an advertising campaign for complementary products or services.
When can segmentation backfire? When a company site lacks sufficient visitors. Segmenting visitors can be time consuming. Drilling down your audience to a few individuals for each group is not going to yield very compelling or actionable data.
4. Use Data to Optimize Campaigns: Before we mentioned actions. Not every visitor that comes to your site should be remarketed to. You know what segment the high bounce back users go into? The trash can. Before targeting for remarketing, try filtering prospects by duration. Remarket to a visitor who has spent 2 minutes on your company’s site, rather than 10 seconds. Your budget will thank you.
5. Diversify Advertising Images: An advertising hack suggests using the same images for banner display ads as remarketing display ads. This advice is inherently flawed. After all, think of the purpose or goal for each advertising medium. Display advertising is often for branding, getting the name of a company “out there,” if you will. Whereas remarketing display is to guide a visitor already associated with the brand. Ideally the purpose of remarketing is to take some action, most notably, making a purchase.
Understanding these objectives, can you see why a “one size fits all” ideology with advertising creative is wrong? Yes, the same logo or tagline may be present, but don’t fall into a lazy marketing trap. Spend the necessary time to produce compelling new creative.
So as we tumble into another year, I leave you with this quote from Billy Crystal’s Harry in When Harry Met Sally: “What does this song mean? My whole life, I don’t know what this song means. I mean, ‘Should old acquaintance be forgot’? Does that mean that we should forget old acquaintances, or does it mean if we happened to forget them, we should remember them, which is not possible because we already forgot?”
I say forget marketing misfires of 2012 and move into 2013 with new knowledge from lessons learned. Happy New Year’s Marketers and Advertisers!