If you spend time in the day-to-day management of Google AdWords (Soon to be rebranded as Google Ads), you know changes to AdWords are coming – or have already come. The good news: the AdWords interface has many exciting new features that should enhance your digital marketing performance. The bad news: You are going to start from scratch regarding where things live, how you access data, and how data is “shown” in a broader sense. Read More
Hiring a marketing consultant, digital or otherwise, is a smart move when you have questions that need answered. If you’re on the cusp of staffing up your marketing department, or moving forward with a large marketing campaign, ad spend or online initiative, it’s good to get a few things answered first.
Even if you have staff in place, digital marketing consultants have expertise that most employees won’t have. You can get a year’s worth of value out of a 10 or 20 hour engagement with a professional consultant. It’s possible that your company is missing opportunity every month on wasted spend or gaps in your overall plan.
But the real value comes from getting tough questions answered. If you aren’t sure what (or who) is really valuable, an independent 3rd party consultant can help you figure it out quickly. Here’s X other questions that digital consultants can answer for you… Read More
If you’re involved with the advertising and marketing for your company, especially digital marketing, chances are you’ve at least heard of programmatic advertising. Although the technology has been around for several years, most mid-sized companies aren’t utilizing programmatic buying. Those that are leveraging it often outsource their programmatic advertising to an agency or other digital marketing partner. Why? Because its complex. And it’s just one piece of the online advertising puzzle. It’s hard for many marketing decision makers to decipher if it’s worthwhile or not. Plus, much like other digital marketing initiatives, just ‘doing it’ won’t generate results without all the pieces in place. Read More
So you just finished visiting that Sporting Goods store online over your lunch break, and like magic, that very same set of irons you looked at is appearing all over the internet. It’s like someone knows that you were looking at those golf clubs and wants to remind you that hey, breaking par on the local course is possible if you just have the right equipment. So, you click on an ad. And what do you get? If the retailer is smart, you get a unique landing page touting not only that sweet set of irons, but a complimentary driver at a 10% discount along with free delivery. Nearly impossible to resist.
That, my friends, is retargeting. Sweet isn’t it?
Sometimes it’s not that complex. Lazy marketers will target anyone that visits any page on their site, and follow them around with generic branding messages. Outsourced digital marketing professionals, though, will carefully craft these based on what you saw and what you did or didn’t do, its borderline genius. But what is it really?
In its essence, its pixel tracking. A retargeting pixel is placed on a certain page, a certain section or everywhere on a website. Anyone that visits the pages with the pixel get added to an audience (the group of people who visited that page, section or site). They get cookied, and as they wander around the web looking at whatever it is they look at, they are shown ads specific to the pages that were visited. The size of the audience is important – the larger the pool, the greater the chance that someone will re-engage. Pretty simple.
Which brings us to remarketing.
It’s the same thing really. Google has branded their form of retargeting as “remarketing”. We’ve actually heard people arguing over what the differences are. Think of retargeting as a generic concept, and remarketing as Google’s application of that concept. It’s simply a branding tactic by the Big G, which also includes some network-specific intricacies.
Regardless of what you call it, re-acquiring key prospects who have NOT converted into a lead or a sale is an important digital marketing tactic. Many business owners and marketing decision makers don’t realize that you can even retarget your traffic while they are on Facebook, with sponsored stories or item-specific ads. It’s a critical component for advertisers with longer than average sales cycles. If the purchase cycle requires education and moving a prospect systematically along multiple touch points, retargeting is crucial. It’s also fantastic for e-commerce publishers who want to help minimize fallout from their checkout process.
(UPDATE 1/3/2016): Google offers video remarketing, the ability to remarket straight to someone’s gmail address and many other advanced options.
If your business is running a paid ad campaign and doesn’t have this component in place, you’re missing out on increased ROI. Creative costs are a factor, but as the old saying goes…it doesn’t take a lot to do a lot. A little know-how and a small slate of page-specific display ads can add prospects to your funnel and customers to your database. It’s one of our keys to a successful PPC campaign that is a must for your sales arsenal. If you’re ready to harness this fantastic tool, give us a call or drop us a line today!