Are you using content remarketing yet? Here is a practical guide
- PPC/SEM |
It is so difficult to get a consumer to click through and reach your site. And it pains when that consumer leaves the site without buying your product or signing up for a newsletter. There is no reason to conclude that the consumer is not interested. He probably was just too busy the last time he visited your site and thought he would come back later to finish those tasks. Content remarketing helps you serve him reminders. Wherever he goes, he is shown your ad units to pull him back to your site. All you have to do is tag your site visitors so that he can be followed.
What are the steps you need to follow to do content remarketing?
Select a network: You need a network of sites who will flash your ads to your consumer a number of times in a span of few weeks ( before he forgets about you). Google Display Network (GDN) is the most popular one and has over 2 million sites in its kitty. They say you can reach 84% of your tagged consumers for a whopping 10 to 18 times in a month. Wow!
Create your Audience List: Specifically for GDN you need to sign into your Adwords account. Go to shared library and then to Audiences tab. Finish the set up process. The two important things you need to tell Google is - the website page you want to include and the number of days you want to follow each consumer ( membership duration). Leave cookies and all the backend set up to Google. Tip: Try to segment your audience in a number of ways. People who visited your bags store online can be shown some awesome bag offer ads and the ones who visited your books section can be pulled in with free e-book promotions. The better you segment your audience, the better you will be able to work on your ad creatives.
Get Creative: If you show boring text ads, nobody is clicking. You need to spend some money on creating content that elicits emotions. Show some hilarious, happy, silly or sentimental ads and draw your audience attention. And don't save money on ad formats. Create ads for different formats and maximize your impressions. Remember, you will be paying for clicks and not impressions. Go all out. Also, you are following the consumer so much that he may feel annoyed if you show the same creative. You need to spend on creating different storylines.
Stay In or Get Out: You need to stay on top of your analytic numbers to know if the game is over yet. You cannot keep following a consumer. Select your membership duration number wisely. What's your offline sales cycle? How many times do you have to convince your consumer before he makes a purchase? Use the same number multiplied by 2 or 3 times (because it is not a one-on-one). Change your tactic mid way through the campaign if needed - push consumers to a high conversion page or increase frequency of a high CTR ad unit.
What are the steps you need to follow to do content remarketing?
Select a network: You need a network of sites who will flash your ads to your consumer a number of times in a span of few weeks ( before he forgets about you). Google Display Network (GDN) is the most popular one and has over 2 million sites in its kitty. They say you can reach 84% of your tagged consumers for a whopping 10 to 18 times in a month. Wow!
Create your Audience List: Specifically for GDN you need to sign into your Adwords account. Go to shared library and then to Audiences tab. Finish the set up process. The two important things you need to tell Google is - the website page you want to include and the number of days you want to follow each consumer ( membership duration). Leave cookies and all the backend set up to Google. Tip: Try to segment your audience in a number of ways. People who visited your bags store online can be shown some awesome bag offer ads and the ones who visited your books section can be pulled in with free e-book promotions. The better you segment your audience, the better you will be able to work on your ad creatives.
Get Creative: If you show boring text ads, nobody is clicking. You need to spend some money on creating content that elicits emotions. Show some hilarious, happy, silly or sentimental ads and draw your audience attention. And don't save money on ad formats. Create ads for different formats and maximize your impressions. Remember, you will be paying for clicks and not impressions. Go all out. Also, you are following the consumer so much that he may feel annoyed if you show the same creative. You need to spend on creating different storylines.
Stay In or Get Out: You need to stay on top of your analytic numbers to know if the game is over yet. You cannot keep following a consumer. Select your membership duration number wisely. What's your offline sales cycle? How many times do you have to convince your consumer before he makes a purchase? Use the same number multiplied by 2 or 3 times (because it is not a one-on-one). Change your tactic mid way through the campaign if needed - push consumers to a high conversion page or increase frequency of a high CTR ad unit.
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