Two weeks ago, we shared part 1 of Remarkable Remarketing. This week, we’re continuing our conversation of how remarketing can help your brand connect the right people with the right message – every time. Looking for part 1? Click here to read the first post.
Frequency and Creative Matter
For a campaign to be effective, you’ll want to limit the frequency of impressions that are served. Too much remarketing and you run the risk of banner blindness. Your ads will fall into the category of “advertising white noise” which is not a place you want to be. We’ve found that a good rule of thumb is to limit impressions to roughly 40 per month.
While you are considering the frequency of when your ads are served, you should also be thinking about the quality of the creative you’re using. Is it on-brand, bright, colorful and attention-getting?
Remember, these ads are competing with other content on news sites and social media platforms. Spend the money to have a specialist work your ads for you. Fitting information into all the different sizes and shapes that the ads take can prove to be a real challenge for someone who isn’t expert in display advertising.
Start With the End in Mind
With remarketing, you have to consider what it is you’re trying to accomplish in your calendar year. One thing that never ceases to amaze me is how disorganized some companies are when it comes to digital marketing. Let me also say that I’m specifically talking about strategy, not tactical execution. You may even be using some of the digital marketing platforms I’m suggesting in this article, but have you sat down and thought about how all of these different platforms work together towards a particular end that you desire?
Awareness of this concept is what separates the great strategies from the mediocre. With digital marketing, it’s easy to get excited about new forms of media and tactics that are working well for others, and want to jump in with reckless abandon.
Follow a Narrative
Remember your brand when developing your digital remarketing strategy. These ads are an ongoing touch point for many potential consumers, so make sure they are a reliable representation of your brand’s key messages and ideas. If you took all of your remarketing ads and opened them up on one artboard, do they feel consistent? Is there a narrative around your products, services, and brand that the ads are consistently reinforcing? The answer should always be yes.
One advanced technique that we employ for our retail clients is adjusting the frequency and creative based on where a person is inside your sales funnel. This ensures that people are served different ads based on where they might be at in the buying decision. This develops an ongoing narrative about the products and leaves room to test cross-selling and up-selling different products.
Stick to What You Can Execute
One thing we often see here at James & Matthew is companies appearing everywhere online simply because they feel like they have to. There is nothing more ludicrous than that idea. If you can’t execute well on a given platform, then you should avoid it. Stick to the areas that you can have an impact on potential members.
Platforms like Google and Facebook offer remarketing options, along with many others. At an agency like ours, we have our own proprietary way of managing each platform that works for our group, simply because we want to take advantage of the advanced opportunities each individual platform has to offer. It can be a little tricky managing all of these resources at once, so if you’re new to remarketing or strapped for time, a third-party solution like AdRoll might be a great option for you.
With technology, growth is exponential and keeping up on the latest social media platforms and digital targeting tactics really can be quite the task. Remarketing is a great place to start and offers the opportunity for larger potential gains than other forms of digital marketing.