Why You Should Be Remarketing
Do you ever get the feeling that the internet is keeping tabs on you? Well that’s because they are – of course, you should already know this if you’ve been utilizing remarketing tools for your campaigns up to this point. If you are new to the world of remarketing, then get ready to see higher conversion levels, more relevant customer interactions, and a potential for increased ROI, and that’s just to name a few benefits.
Did you know that 98% of website visitors come and go to your website without committing to making a purchase? That should be no surprise to you if you’re looking at the traffic generated by your AdWords campaigns on the general display network. The truth of the matter is, it’s hard to snag a sale on the first go around, and before the time of PPC advertising, it was even harder to follow-up with those customers to try and catch them a second time. However, stressing over lost interactions has become a thing of the past.
Times have changed, and PPC advertising has become more advanced, giving you more opportunities to reach out to the potential customers that opted out of buying anything on their first visit. Through remarketing you can follow-up with them and present offers that will make it hard for them to resist at least checking out your site for a second time. Finding specialized ways to reach out to potential customers increases your chance of making an impact, and ultimately making a sale.
Cookies can be attributed to the success of many remarketing campaigns. I’m not speaking of the baked variety; instead I’m referring to the snippets of code that are imprinted upon a user’s browser session when they visit your page. This information gives advertisers like you the ability to reach out to these people in a more customized way. You can target ads specifically to people who have the cookie information imparted to their browser. You can use different codes for specific pages and products on your site, this will give you a better way of knowing what the potential customer is most interested in, and thus you can create offers that will appeal to them on a more individualized level.
This knowledge goes a long way and gives you a much better shot at presenting relevant goods and services to your customers. Marketing studies have shown that behaviorally-targeted ads work 50% more often than those that are displayed at random. You can reach a number of users by being creative with the way you develop these behaviorally-targeted ads. For example, you can customize ads for people who have abandoned their online carts before checkout. You can get creative by sending them an email to “remind” them to check out, or even inform them later on if these specific items go on sale in the future. You can target ads based on products that people looked at but didn’t purchase, or you can even reach out to people who have purchased in the past to send them similar offers that might appeal to their tastes.
These remarketing emails, when formatted and presented correctly, make customers feel important without feeling over-pressured. It adds a nice touch of individuality without being forceful. Be wary of sending emails that may come off as creepy or overbearing. We’re still accepting the all-encompassing nature of the internet at different times, and you don’t want to make your customer feel like they are being monitored by Big Brother.
Use remarketing to get the most out of customers you may have missed. Studies have shown time and time again that these personalized campaigns result in increased conversions and higher ROI. Take the steps necessary to reach out to your customers that second time; you might just make a sale, and ultimately, a lasting impression.
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Semantics in Search: New Google Search Improvements
If you’ve been paying close attention to your own search queries over the last couple of months, you might have realized that you’ve learned more. I’m not talking about learning how to surf the web; I’m saying that you may have been fed some cold, hard facts, compliments of Google. Google has updated their system to not only return relative hyperlinks upon search query entry, but also to relay factual points at the top of the search results page.
This is just another effort of Google’s to maintain the cutting edge, and to stay at the top of the PPC hierarchy. Industry professionals say that this revamp is one of the biggest in Google’s history, as it will impact its millions of users that currently rely on consistent placement and position for their display network ads. The number of search results impacted by this movement is projected to be between ten and twenty percent, which means that billions of ads may be affected each month. While this may affect page ranking for you, the good news is that people believe it also gives you (and Google as a whole for that matter) the ability to present advertisements to potential customers in new and exciting ways.
These changes won’t change the way that keywords currently work within the system. The basic functions will remain intact (certain word combinations will be used to return hyperlinks based on what the user has designated, etc.), but the new goal is to provide even more relevant results using a “semantic search” system. This term refers to the system understanding the actual meaning of words.
Rather than spitting out information related to keywords only, contextual returns will become more frequent and reliable. This also means that certain important words will be returned because the system understands that they are related, for example a Microsoft search may return a fact or information about Bill Gates, and vice versa. Hyperlinks aside, if someone were to Google a question like “Which cities have the largest population in America?” they might simply get an answer that presents the top 10 cities instead of a link to a site that mentions the information that they were seeking.
So how will this affect your campaigns? You need to think about how ads are currently ranked and how these fact returns may push your ad links further down in position on the search results page. While this can mean lower click-through rates in some circumstances, there are steps you can take to work in harmony with the new semantic search mechanism. Visit schema.org for tips on how to format mark-up language in order to protect your CTRs. You can also learn about Rich Snippets, which are like the Easter Eggs of the SEO world, and can provide added content for searchers and ultimately attract more traffic to your site.
Google believes that the benefits of this initiative will include returning ads that appeal to a larger group of people surfing the Internet, and that it may even encourage folks to stay on the search site for longer periods of time. Many believe this new system to be a response to tools like Apple’s Siri and even Facebook’s index system. We are getting steps closer to more intelligent search implications, which means more intuitive results for those who are doing the searching, and hopefully means better customer matches for you. That being said, make sure that you start educating yourself with the semantic system to ensure your campaigns don’t get left in the dust.
Google has a plan to gather answers to questions that may not yet be in the system. It will use semantic search to figure out which information on websites is useful or valuable, and from there help to round out the existing database. Google’s 2010 acquisition of the web start-up Metaweb Technologies will greatly assist in building the growing index of searchable entities. This process, and many more are going to take several years to develop, so you should only be seeing the very initial updates at this time. Even so, now is as good a time as ever to get prepared. It’s becoming more and more evident that the future of search is already here.
How to Increase Your Facebook EdgeRank
Do you ever feel like your Facebook posts are just going unnoticed? You post something that you think is really interesting, yet practically no one comments or likes it at all. The reason is probably because you have a low Edge Rank score, which means very few people in your network actually even saw your post.
EdgeRank is the algorithm Facebook uses to determine what items will populate people’s newsfeeds. It places a value on posts, and it is what determines potentially how many people will see the post and engage with it. As your edge rank increases, your page’s visibility will increase and your fan base will naturally grow. Understanding the algorithm is the first step to taking full advantage of your potential reach.
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