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CO2 Blast Cap - Effective Retargeting Strategies
The document discusses effective retargeting strategies, particularly through Google AdWords, emphasizing the importance of remarketing for service-based businesses. It highlights how remarketing keeps ads in front of interested users, boosts traffic and conversions, and is a cost-effective advertising method that maximizes ROI. The author invites questions and provides contact details for further engagement.
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CO2 Blast Cap - Effective Retargeting Strategies
- 2. EFFECTIVE RETARGETING STRATEGIES Liz Valeri,Inbound Specialist, Coalmarch Productions
- 3. The Baader-Meinhof Phenomenon Alsoknown as the frequency illusion
- 4. Has A SimilarSituation Ever Happened To You?
- 5. You start tofeel as if this product is “following” you around the Web. Coincidence Or Remarketing?
- 6. Showing ads topeople after they have visited your website. So, What is Remarketing?
- 7. Absolutely! Watch itgrow your business. Does Remarketing Work For Your Service- Based Business?
- 8. Google AdWords is splitinto 2 networks: ● Search Network ● Display Network How Does AdWords Remarketing Work?
- 9. The display networkallows you to connect with potential customers across a variety of ad formats. Remarketing Using AdWords Display Network
- 10. 1. It targetsusers who are already interested in what you have to offer. Why Remarketing is Effective For Your Business
- 11. 2. It isan extremely cost-effective form of advertising. Why Remarketing is Effective For Your Business
- 12. 3. It helpsboost traffic + conversions. Why Remarketing is Effective For Your Business
- 13. 4. Overall, it maximizesyour ROI. Why Remarketing is Effective For Your Business
- 14. If you haveany questions about remarketing, stop by our booth! Thanks for listening!
- 15. EFFECTIVE RETARGETING STRATEGIES LizValeri, Inbound Specialist Coalmarch Productions evaleri@coalmarch.com linkedin.com/in/elizabethvaleri
Editor's Notes
- #3 Hello everyone! I’m Liz and I’m an Inbound Specialist at Coalmarch Productions and today I’m going to be talking to you all about Effective Retargeting Strategies and why it makes sense for your business.
- #4 Before I jump into retargeting, I first want to explain a phenomenon called the Baader-Meinhof Phenomenon, more commonly known as the frequency illusion that will help you better understand the psychological process of a potential customer that is being retargeted online. The Baader-Meinhof Phenomenon is when a person encounters something (a product or service) for the very first time and then starts to see it everywhere else throughout their daily life. So you basically went from not knowing something existed to then being surrounded by it.
- #5 For example, have you ever looked at a product online and later seen it appear as an ad on Facebook or on other various sites across the internet? You start to feel as if this product is “following” you around on the internet. While it may seem like a coincidence, you are actually experiencing remarketing!
- #6 Sure it can seem a little “creepy” but if done right, remarketing is certainly not about stalking potential customers, but rather about targeting people who have already demonstrated an interest in your business. One thing to keep in mind is that companies like Facebook have their own forms of powerful retargeting, but for today’s presentation we will focusing on retargeting using Google AdWords.
- #7 So what is remarketing? Showing ads to people after they have already visited your website. So basically how it works is it is a cookie-based technology that uses simple Javascript code on your website that anonymously follows your target audience all over the Web. People these days get distracted so quickly and don’t stay on a website very long, so this gives businesses the opportunity to re-engage with these visitors.
- #8 Does Remarketing Work for Your Service-Based Business? You bet! When visitors first visit your site, they may not be ready to call or submit a contact form. In fact, according to HubSpot, 96% of visitors are not ready to make a decision. But, as your ads “follow” them around on the internet, the user will be more likely to contact you because your brand will be at the top of their mind when it does come to that crucial decision-making time. For the service-based clients we have at Coalmarch, this definitely has more opportunity in the lawn care industry than the pest control industry. This is because lawn care is more of an elective service and often has a much longer sales process than pest control, which is more of a need based service with a quicker sales process.
- #9 How Does AdWords Remarketing Work? Google AdWords is split into 2 networks (search + display) Search: When businesses place text ads in the search engine results Display: When businesses place display ads on a huge network of sites across the internet that ranges from blogs, new sites and even Youtube.
- #10 Remarketing using AdWords Display Network - the display network allows you to connect with potential customers across a variety of ad formats, remarketing being just one of those formats. According to Google, the Display Network reaches over 90% of internet users worldwide, with more than a trillion impressions served over 1 billion users every month. Combine all this together and you essentially have access to a worldwide audience of a billion people The reason we are focusing on remarketing is because it is a great supplementary addition of leads during times of high demand or when you have reached your full potential in PPC search. Not to mention, many lawn care companies are already using direct mail, so utilizing an effective remarketing strategy is a great way to promote your services to the online market.
- #11 Why remarketing is effective for your business - #1 it targets people who are already interested in what you have to offer It allows you to target specific visitors on your website. For example, you can target people who came to your website and didn’t take an action (like call or submit a contact form) and create an ad that promotes your brand and services. OR you can also can target people who went to a specific page on your website (like your aeration service page) and create an ad with an exclusive special offer for aeration. These are both great ways to test if remarketing will work for your business.
- #12 #2 - it is extremely cost effective! Remarketing is less expensive than search ads because It tends to have lower cost per clicks ($2 compared to $7-$8 on search) You don’t pay for impressions, only clicks So even though these display ads tend to have a lower click-through rate (.20% compared to about 2.4%), you still are reaching a much wider-range of people across the internet Essentially, those impressions are free advertising for your business
- #13 #3 - it helps boost traffic & conversions! Traffic: By increasing your brand’s visibility, you could gain more clicks on organic listings and also see a rise in brand-specific searches. It can also boost repeat visits to the site, giving you a second, third or even fourth chance with potential customers interested in your services. Conversions: Since remarketing allows your ads to show to anyone who has been to your site in the past, it encourages them to return and convert. You are targeting the same people who were once searching for your services — just targeting them at a slightly later time. So you should have a higher chance of converting people that have seen your ads multiple times rather than a first-time visitor who might not know about your brand yet.
- #14 Overall - it maximizes your ROI! Everything that I just touched on ties back to this - it is more cost effective, can yield higher conversion through specific targeting, and is a great way to promote your brand and services.
- #15 Thank you all so much for listening! If you want to learn more about remarketing, stop by our Sprowt booth or come find me - I’d be happy to answer any questions! Thank you!