Digital Marketing

What is Remarketing in Google Adwords

Digital Marketing

Remarketing lets you show ads to people who've visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.

This article introduces the benefits of remarketing and the types of AdWords remarketing campaigns.

Benefits

Whether you're looking to drive sales activity, increase registrations, or promote awareness of your brand, remarketing can be a strategic component of your advertising. It can drive return on investment (ROI) for all types of advertisers.

  • Access to people when they're most likely to buy: You have the option to reach people after they've interacted with your business. This could be when they're searching for your product, visiting other websites, and using other mobile apps. AdWords remarketing provides timely touch points to drive your customers to your website and app when they're most engaged.
  • Lists tailored to your advertising goals: Customize your remarketing lists to achieve specific advertising goals. For example, you can create a "Shopping cart abandoners" list to show ads to the people who added something to their shopping cart but didn't complete a transaction.
  • Large-scale reach: You can reach people on your remarketing lists across their devices as they browse over 2 million websites and mobile apps.
  • Efficient pricing: You can create high-performance remarketing campaigns with automated bid strategies like target CPA and ROAS. Real-time bidding calculates the optimal bid for the person viewing your ad, helping you win the ad auction with the best possible price. There's no extra cost to use Google's auction.
  • Easy ad creation: Produce multiple texts, image, and video ads for free with Ad gallery. With dynamic remarketing campaigns you can create dynamic ads which pair your feed with Ad gallery layouts, scaling beautiful ads across your entire set of products or services.
  • Insights into your campaign: You’ll have reports of how your campaigns are performing, where your ads are showing, and what price you're paying.
  • Reach your customers when they're searching for you: Show ads to previous visitors who are actively looking for your business on Google Search.

Ways to remarket with Google AdWords

  • Standard remarketing: Show ads to your past visitors as they browse Display Network websites and use Display Network apps.
  • Dynamic remarketing: Boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website.
  • Remarketing for mobile apps: Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites.
  • Remarketing lists for search ads: Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.
  • Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.
  • Email-list remarketing: With Customer Match, upload a list of email addresses that your customers have given you. When those people are signed into Google Search, YouTube, or Gmail, you can show them ads.

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About remarketing

 1. Because Digital Marketing Levels the Online Playing Field 

Gone are the days when business owners still welcome the notion that Digital Marketing is only for the likes of multinationals and large corporations that have the sufficient resources required to mount an online marketing campaign. Digital Marketing actually levels the playing field, providing small and medium enterprises the chance to compete against the big boys and attract their share of targeted traffic.

With digital marketing, small companies now have the resources to perform sales and marketing processes that were previously available only to large corporations. Without a call center, small businesses can engage effectively with multiple customers, even to customers from any parts of the world even if they don’t have physical stores or branches in these locations.

2. Because Digital Marketing Is More Cost-Effective than Traditional Marketing

Small businesses have very little resources and even capitalization. This is why Digital Marketing provides them with a better and much more cost-effective marketing channel that delivers results. Gartner’s Digital Marketing Spend Report highlighted that up to 40% of respondents claimed getting considerable savings by using digital marketing methods of promotion for their products and services.

That is why according to the Gartner survey, 28% of business owners surveyed will shift marketing budget allocations from traditional media channels and invest them into digital online marketing tools and techniques. HubSpot confirms this as shown in the chart below that confirms how digital marketers get better Cost-Per-Lead (CPL) compared to other marketing channels.

3. Because Digital Marketing Helps Generate Better Revenues 

Higher conversion rates generated by effective digital marketing techniques will deliver loads of profitable benefits for you and your business in terms of better and higher revenues. Google confirms this in a study with IPSOS Hong Kong, claiming 2.8 times better revenue growth expectancy for companies using digital marketing strategies to those who do not.

With better revenue growth expectancy, small and medium enterprises using digital marketing techniques will have 3.3 times better chances of expanding their workforce and business – opening their doors to better, larger and farther reaching markets both locally and abroad. Google’s Asia-Pacific Head of SME Kevin O’Kane describes the Internet as rocket fuel for growth for small and medium enterprises.

4. Because Digital Marketing Facilitates Interaction with Targeted Audiences 

One of the reasons why digital marketing is taking over traditional marketing channels is the ability of Internet marketing tools to interact with targeted audiences in real time. Engagement in any form is what your customers expect to receive when interacting with your brand or business. How your business handles such engagements and interactions will spell the difference between business success and failure – just like what eMarketer’s report Key Digital Trends for 2014 is saying as shown below. 

Interacting and providing your customers with proper engagement points can give you an insight of what your targeted audiences want. This vital information will steer you towards making the right set of next moves, provide your customers with an even better experience, develop good relationships with them – gaining their loyalty and trust that you will need when your business begins to grow.

5. Because Digital Marketing Builds Brand Reputation 

The power of digital marketing lies in its ability for attracting targeted traffic. These types of audiences for your content are most likely already ready to know more about your brand, products or services and may be interested enough to purchase what you have to offer. Delivering on what you promised will help you develop a better relationship with your targeted audiences, help them transition into paying customers that will go back and interact with your site some more – on a regular and continuous basis.

This will prove beneficial for your brand reputation, as satisfied customers will most likely tell other people about their experience with your brand, product or service. Your brand reputation will go viral as expected, further opening new doors of opportunities for reaching bigger markets and attain business growth.

. Compression with Old Fashion Marketing

Remember those days, when marketing campaigns meant TV, radio and print ads? Well – it’s time to rethink traditional marketing methods. Those days are long gone. They may contain elements that will accommodate your marketing plan but marketing is now so much more. You would have noticed that media has and is absorbing the age of digital like a massive sponge. More often than not, there is an increasing decline in print (which may not necessarily be a bad thing from an environmental stance) and the digital boom continues to propel with immense intensity.

Progression is often a symptom of change, and to get ahead, you need to be open to explore these avenues. The digital advent brings about a world of endless possibilities. Media that is stored in a digital format refers to digital media (websites, social media, E-books, digital magazines, etc).

- It’s Flexible

One of the biggest factors that add to the popularity of digital, is the immense flexibility that it renders. If you make an error in print and the item has already been distributed, you are doomed. However, in most cases with regards to digital, an error can be rectified.

- Fast Paced

Digital is fast, and it can increase your reach. It can be accessed across a multitude of platforms, and at virtually any given time. There are also paid/sponsored strategies that can increase your reach, which can engage your market on a superlative level when executed correctly. A print piece will undergo a lengthy process from rollout to delivery. Digital content on the other hand can be published in moments.

- Unlimited Functionality

In terms of aesthetic appeal and functionality, digital content is light years ahead of its counterparts. There are add-ons that can heighten the user experience tenfold which leaves a world of endless possibility for marketing campaigns and increasing brand visibility. Viewing digital content is richly enhanced by including sound effects, interactive features, social media feeds, embedded forms and so on. The boring static nature of print cannot stack up to digital in this regard.

- Measurable Insights

Going the digital route also enables you to attain invaluable insight into your product. By asking questions on social media and blogs or utilising online polls and surveys, you are able to gauge your audience’s feelings or thoughts on a relevant subject. In this regard you can see what you are doing right and where you are falling short. The use of analytics tools or social listening tools also gives you the ability to gauge the degree of interest in an area so you can rollout your strategy in accordance or make the necessary adjustments.

- Entice

Digital will give you the freedom to engage your audience in a manner like never before. Posting a video is often more descriptive than reading an article. Digital is enabling you to utilise more senses when you interact with it to further enunciate a message. Entice, attract and convert audiences in an accelerated manner with digital.

The wield of digital is in a constant state of evolution, and there are so many online tactics that will suit your product or goal, regardless of its nature. Some may argue that the big idea is the most important element of a successful campaign, however – digital can make the big idea so much bigger!

. Risks of Digital Marketing

- A Public Relations Crisis

What exactly is a public relations crisis? Well, a PR crisis can wear many different masks. There is no one particular thing that stands out above another. The real issue here is the speed at which a simple PR faux pas can transform into a brand-crippling viral crisis. For example, if you’re caught using false information about a product, you might expect some negative feedback. But when dealing with social media, this can go viral and spiral out of control. Your dishonesty can be a trending topic on a variety of social sites. Just replace that situation with any one of an endless number, and you’ll realize just how risky it can be.

- A Security Breach

Do you think that hackers have decided to leave social media alone? They’re browsing social media sites in large numbers, and it’s not always about your company information or your finances. Some basement-dwelling hackers just want to get into your accounts in order to wreak havoc. They think it’s fun to spam your fans and to screw with your profile page. People can get your information if you’re publicly displaying your email, clicking on links, keeping the same password, etc. Be mindful of your security to help minimize a potential breach.

- Offending Your Audience

Some of the risks associated with social media marketing are just risks you have to take. You can handle the social media management after the fact with some of the situations, such as offending your audience. Unfortunately, we live in a hyper-sensitive world, where many people truly believe it is their inherent right to not be offended. These individuals actually seek to be offended just for the claim. And, of course, even if that isn’t the case, you may end up inadvertently releasing material that offends some. It’s just another form of a PR crisis that you’ll have to stay out in front of if you want to keep it under control.

- Sticky-Fingered Competition

When operating online, you’re always at risk of your competition stealing from you. There are different “levels” here, for lack of a better word. For instance, another similar brand may simply find some inspiration in what you’re doing, emulating the tactics. That’s fine; that should even be encouraged for you to do. But others will run the exact same promotions, post the same material with their name inserted, and mirror your activities. It’s rare, but it’s still a risk you have to be aware of.

- Legal Implications

Focusing on staying within the boundaries of the law is now more important than ever. What you do on social media will be around permanently in some form or fashion, and an ad you released a year ago may be pulled up to be used as evidence in some type of litigation. This risk is handled by understanding the law and by operating a clean campaign. But you have to realize that the risk is there.

The more risks you’re aware of in social media, the better equipped you will be at handling them. The risks mentioned above only cover a small number of the many potential issues you could face. However, understanding the main categories will give you the proper frame of reference for dealing with most of the inherent risks.

 

13 Digital Marketing Mistakes

1. Not targeting the right audience.

13-digital-marketing-mistakes

13-digital-marketing-mistakes

“Even if a brand is creating fantastic content, they will miss a great deal of the opportunity if they don't take the extra step to promote it to the right audience at the right time in the digital marketing plan,” says Michelle Stinson Ross, content & outreach goddess, Authority Labs, a provider of SEO software. “Every digital communication channel is getting noisier, [and] it takes effort and investment to cut through the noise to get your content noticed.
“Define targeted audiences not just on personal descriptions but on behaviors,” she advises. “Make use of tracking pixels and cookies to reach out to people who have visited your site and/or joined your email list. Take your social targeting beyond age, gender, education and topic interest by layering on purchase intent and relevant life events.”

 

2. Not employing a customer-centric mindset.

Marketing plays a critical role in enticing, converting, engaging and retaining customers, and organizations slow to embrace a customer-centric mindset will be left behind,” says Penny Wilson, CMO, Hootsuite. “Through personalization, targeting, journey mapping and data analysis, brands are now able to deliver a customized brand experience that provides value to customers and keeps them coming back for more.”

 

3. Impersonal (or incorrect) personalization.

“Be [it the wrong] name, gender, likes, etc., the list goes on,” says Jess Stephens, CMO, SmartFocus. “I see this every single day – my team compiles a ‘bad marketing folder’ where we store examples [of incorrectly personalized offers] we regularly receive. A particular bugbear of mine is when I shop for a present for a male member of my family [and] then get bombarded with male persona marketing. This can easily be avoided by using insights technology, which makes it easy for marketers to correctly identify the right products and offers to engage customers for their next purchase.”

 

4. Overlooking mobile.

“Mobile is becoming the dominant digital platform consumers use, now accounting for 62 percent of all digital media time, [according to] comScore, [with] apps account for over 50 percent of that total,” says Martin Doettling, CMO, Swrve, which provides a platform for managing customer relationships with mobile apps. “With this in mind, it is important to get your mobile strategy in place.

“Start by considering how your users are already interacting with you on mobile and how you can better shape that experience,” he says. “If you have not yet developed your mobile strategy, consider whether an app would be a [good] platform for you to speak to your customers and then deliver timely, relevant and meaningful content that grows your customer relationships.”

Also, “make sure your website is compatible with all mobile devices,” says Jonathan Ceballos, marketing director, USB Memory Direct. “Then make sure sales and special offers are [tailored to] mobile sites.”

 

5. Writing off email marketing.

“There is a lot of buzz surrounding marketing channels like mobile and social. However, neglecting email marketing is a costly mistake,” says Eric Stahl, senior vice president, product marketing, Salesforce Marketing Cloud. “As the lines between sales, service and marketing blur, email remains the customer journey’s connective tissue. A recent survey from MarketingSherpa found that 91 percent of U.S. adults say they like getting promotional emails from companies they do business with. Of those, 86 percent would like monthly emails and 61 percent would like them at least weekly. In addition, marketers can combine email with insights gained from customer data across channels and devices -- for example, social media -- to achieve the heightened level of personalization that today’s customer demands.”

6. Not doing A/B or split testing.

“Use A/B testing to maximize effectiveness of your email,” says Adam Jwaskiewicz, director of interactive services at PHG, an advertising agency. “For example, distribute the same email to a test group, but use two different subject lines. When sending the actual email, use the subject line that performed best. Make decisions based on actual data, not your gut feeling.”

 

7. Being anti-social on social media.

“Many marketers forget that social media is meant to be a space for dialogue and engagement, rather than simply broadcast,” says Jessica Riches, social media strategist, LMW Labs, which helps startups with social media. “Responding to your community, [answering] questions and sharing thoughts will help you build a deeper relationship that will positively impact business in the long run.”

 

8. Buying social media followers.

“It often seems like the aim of the game is to have lots of followers and fans on your social media accounts,” says Ceballos. “It makes you look reputable, popular and well-established. People, however, are becoming more savvy [about social media]. They are now able to tell if you've bought fake followers. [And] if they do find out, you've immediately sent across the message that you are untrustworthy.” Instead, “look to build a network of real people who [are likely to become] potential clients.”

 

9. Hiring a third-party to represent your brand on social media.

“The most common excuses for outsourcing social media management include a lack of internal resources and a lack of proficiency with social platforms,” says Kent Lewis, president and founder, Anvil, an integrated marketing agency. But, “nobody knows your brand better than your employees and advocates. Let them be in charge of spreading the good word, not a low-paid college graduate working from home [or a high-priced agency]. I wish this were less common than it is, but many brands still feel the need to outsource their voice on social rather than building the resources in-house.”

 

10. Sending automated direct messages (DMs) on Twitter.

“Nothing makes me cringe more in the digital marketing world than auto direct messages on Twitter,” says marketing consultant Donna Talarico. “Auto DMs are impersonal, tacky, annoying and ensure an immediate ‘unfollow.’ Yet, it’s a more common practice than it should be.” Her advice to online marketers: Don’t do it.

 

11. Ignoring abandoned carts.

“As consumers shop around for the best deals on the Web, it’s not uncommon for shoppers to place something in their cart, get distracted and abandon [it],” says Chris Birkholm, senior manager of marketing, Digital River, a provider of global ecommerce, payments & e-marketing solutions. “Marketers can avoid this by implementing a strong abandoned cart strategy to recover and re-engage those consumers at a later time either through reminders, incentives or other promotions and offers. “For example, if consumers have already provided their email addresses, send them a reminder within 24 hours, perhaps providing a 10 percent off coupon code to complete their order,” he suggests. “Alternately, you can utilize intent-based, predictive ‘Wait, don’t leave’ messaging, which provides an incentive or offer to get shoppers to check out now rather than leave your site.”

 

12. Not communicating with the sales team.

One of “the top mistake online marketers make is not communicating with their sales team -- not asking for input from sales,” says Jeremy Durant, business principal, Bop Design, a B2B digital marketing firm. To ensure they are getting qualified leads, “digital marketers need to [meet with] the sales team, scheduling [a] monthly meeting at the very least.

 

13. Not measuring results.

“Always make sure the money and effort you spend on your digital marketing campaigns are worth it [by using] Google Analytics [or another analytics tool] to measure your results,” says Ceballos. “Then, after analyzing the results, update your strategies and work on improving the results. You will never know whether or not your strategy is working or failing if you fail to track your marketing and advertising efforts.”

 

Growth hacking has changed the game for today’s marketers. However, a lot of people are confused as to what growth hacking actually is. Sure, it’s different from traditional marketing, but how, and why? And what does it all mean?

One of the best ways to understand growth hacking is to do growth hacking. Not only will you begin to understand how it works, but you’ll also experience its growth potential.

Here are six growth hacking techniques you can implement in your own:

1. Start a blog.

“Wait, give me some real techniques,” you’re thinking.

Actually, I’m serious about this. A blog is an essential tool in the growth hacker’s toolbox.

But don’t let the word “blog” throw you off. What I’m aiming at is a full-fledged content-marketing effort.

Growth hacking runs on the engine of content. You’ve heard it so many times it makes you nauseous: “Content is king.”

2. Guest post.

As marketers should know by now, traditional “linkbuilding” is history. Gone are the days when you could rustle up a few linkbacks after sending some emails and pulling a few strings.

How do you grow your brand today and get those coveted linkbacks?

It’s called guest posting. Even though it irks the powers that be, it still works. As long as you’re creating high-quality content on high-quality sites, you’ll get the high-quality growth that you deserve.

Here’s how you do it: Identify the leading websites in your niche and pitch them with a request to provide an article.

3. Build your personal brand.

Growth hacking is enhanced by personal branding.

Today’s top growth hackers are well-known people like Elon Musk, Richard Branson, Tim Ferriss and Jeff Bezos. These entrepreneurs didn’t approach growth like a typical CMO. They hacked their way in, creating massive disruptions as they did so.

If you can become a small-time celebrity in your own right, then you’re already positioned to start killing it with growth hacking.

One does not simply “become a small-time celebrity” without a lot of hard work and hustle. It’s not easy to become well known, but neither is it impossible in the age of digital marketing. With a computer and a connection, you have the basic building blocks of a personal brand.

As you build your own brand, you can build other brands, too. That’s what we call growth hacking.

How do you do it? Spend time intentionally curating your own social profiles and personally engaging online. It takes time, but you’ll get there eventually.

4. Harvest email addresses.

The rage over social media is overrated.

Email is the number one lead generation technique, with three times as many active users than all the social-media users combined. It’s 40 times more effective than Facebook and Twitter. Email marketing has three times the purchase potential of social media, and pulls in average orders that are 17 percent higher. Even though it’s one of the oldest digital marketing channels, it’s still the best. And it’s still growing.

This is a growth hacking channel too big to ignore.

Growth hackers may speak softly, but they carry a big email list. If your goal is to hack some growth, then you need to grow your email list.

There’s a quick and dirty way to do this. Simply create an email opt-in form on your website. Or, you can use a popup for maximum email harvesting.

5. Hire a growth hacker.

Growth hacking has become this big, bloated and misunderstood field. Hire a growth hacker.

Before you go Craigslist-happy with a job ad, do a reality check. Growth hackers don’t grow on trees. Growth hackers have become as common as the self-proclaimed “social media gurus” littering the Twitter landscape. People like to use the word “growth hacker” in their LinkedIn title, because it sounds trendy and they attended a webinar on it.

Be careful when selecting, vetting, and hiring a growth hacker. Do your homework on growth hacking so you can hire a good one.

6. Really understand your data.

Just because growth hacking has the word “hack” in it, doesn’t mean that it’s sloppy or haphazard. Growth hacking is obsessively focused on data.

Data leads the way in the growth-hacking environment. It’s crucial that you understand key performance indicators (KPIs), viral coefficients, multivariate testing, CACs, LTVs, and other jargony metrics.

More analytics companies are streamlining and presenting data in ways that feed the growth hacking engine. As Kissmetrics remarks, “aggregate data is kinda worthless.” When you start to really understand your data, you’ll be better equipped to launch growth hacking.

Data doesn’t always mean numbers. Data is information. You need content performance information (Buzzumo), and customer acquisition data (Colibri.io), customer information (Kissmetrics), and other actionable information. Google Analytics alone just doesn’t cut it anymore.

Don’t rely on something like Google Analytics for all your data needs. Dig a little deeper by using an analytics platform that interprets your data in actionable ways.

7. Leverage your social media and other free channels

Write great content and publish it on multiple free platforms like Facebook, Quora, Pinterest, LinkedIn, Twitter, Vine and much more. The audience are always interested in learning a thing or two on the web and provide them with those informative or entertaining snippets. These free services would drive more traffic to your blog and in turn more conversions. Make use of tools like IFTTT to automate the process of sharing on these free services and save you valuable time.

8. Provide free products that go with your services

Now who doesn’t love a freebie on the web? Offer your users or potential customers free incentives that go hand in hand with the services you offer. This allows them to try out your paid services if they are satisfied with what your free products have to offer. You can also consider offering a free informative e-book that could drive more email subscribers to your startup. You can look at how Moz.com offers free SEO tools and services in the belief that it would compel users to subscribe to their paid subscriptions and it did work out pretty well for them.