Why we follow you everywhere with our ads
& 3 genius ways to remarket to your website visitors.
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Why we follow you everywhere with our ads
… & 3 genius ways to remarket to your website visitors
A 100 metre billboard in Times Square is rumoured to cost $2.5million a month. That might be pocket change for a multinational conglomerate, but for us lesser mortals it’s not something we can even consider.
But just imagine how much they’d pay if we upped those ads and they didn’t just appear when you switched on the TV or walked past them. Imagine how much they’d pay if they were being put in front of 90% of the internet every time they went on a phone, tablet or computer.
Imagine how much companies would pay to follow their exact demographic everywhere they went – £50, £60, maybe even £10,000 a month. Hang on, £60? Surely you mean £60,000 0r £60million, right? No, I mean £60.
£60 would be an absolute bargain!
50,000 impressions for £60
Well, 60 whole Great British Pounds is what we pay a month to get the visitors to our site to see our advert 50,000 times on other people’s websites. So what?
Now we’re no remarketing experts, these are just our own findings but the percentage increase in leads that have come to us since we turned this on 6 weeks ago has been significant.
How does remarketing work?
Well, first you’ve got to a have a webpage with a product or service on – and, of course, a video! Then you create adverts that are relevant to that page that are going to follow people around. But not just one – lots! This way you can measure which designs get the most clicks. Then you can go about improving them to get even more clicks.
Clicks – we want them and we don’t want them
We both do and don’t want clicks! The pros are they take people back to our site. The cons are that it costs us money. What we’re more interested in is being there and being seen all the time. So when the time comes and you do want to buy a video, you know where we are. Or when your marketing manager says that you need to find someone to do a video, you instantly think ‘Oh, I know these guys…’ We are who you will think of first because our ads have been popping up all over the place.
3 genius uses of remarketing
What is ‘remarketing’? You know, them ads that follow you about.
Here are 3 genius remarketing strategies on the Google Display Network that we think you’re going to like…
1. Creating an audience
Think of scooping up your audience and then ramming them into a virtual bucket where you can show them your ads. You now have a few choices.
You can segregate this bucket to show relevant ads for the products they were looking at on your site, or you can go blanket and show everyone all the same ads.
The third option, that we really like, is to do absolutely nothing with them… yet. Google actually give you 540 days to remarket to the exact same group of people.
So, take Dave. Just say that Mrs Dave has been searching for high heels on his laptop, you don’t need to constantly bombard Dave with ads. Instead of selling to all of the people in your bucket all the time you can be more selective – so if they’ve been looking at high heels (like Dave), but they didn’t buy them at the time, and 2 months later you have a sale on – you can hit them with a display ad which says ‘20% off high heels in April’.
That’s very useful and not annoying. Basically you might as well capture your audience just in case you want to use them in future. It’s free after all.
2. Be useful
Stop selling and start being useful. We’re now going to start putting ads up all over the place for our vlog. And if you’re watching this on our site – Congratulations! You’ve just fallen into our bucket! And on Facebook over the next week or so you’re going to start seeing our ‘We told you so’ adverts.
This is good because as long as we’re being useful we’re getting our brand out there in the right context, so you probably won’t find us too annoying.
3. YouTube Ads
Last but not least our #3 is remarketing on YouTube. Big brands seem to love this. You’ve probably noticed that when you hit play and there’s an ad it’s usually Carlsberg or some other huge company.
That’s why when you put little old us on it, it becomes very jarring. Seeing somebody you recognise before a video on YouTube will stop you in your tracks. We’re not really expecting to make any direct sales or receive tons of enquiries from these YouTube videos, but it goes like this…
You visit our site to activate the ads and then you’ll see our ad on somebody else’s site. You then go on Facebook and you see us there and you see our videos and content on there as well. Then you go onto YouTube and we pop up first… that’s FIVE touch points at least. You’re likely to form a strong impression of us (one way or the other!)
But I don’t want to annoy people!
If you’re worried about being there a bit too much, annoying people too much and suffering from brand blindness then you can limit the number of times that individuals see your ads.
But we’re not worried about that. We just want to annoy you!
Plus, another way of looking at it is this…
If it’s not your ad then it will be somebody else’s. You might as well make sure it’s yours.