One Guide to Remarketing - By One Net Marketing

How to Lower Your Customer Acquisition Costs, Boost Leads and Conversions, and Accelerate Brand Awareness with Remarketing

Remarketing

onenetmarketing.com

The One Guide to

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This guide is written by One Net Marketing, a digital

marketing agency based in Victoria, BC. We specialize

in driving high quality traffic and sales, to client

sites via inbound channels such as search, social, and

content marketing as well as direct response channels

such as paid search, display, and email.

Our clients include SaaS and technology firms from

around the world, including Google’s Wildfire,

1E.com, ImpactRadius.com, RealNetworks.com,

Groupon’s UpTake.com, FreeMonee.com and CBS.

We are a Google Certified partner and vetted by the

Business Development Bank of Canada.

About the Authors

Oh, the authors! This guide is written by One

Net Marketing’s Dylan Touhey, CMO and Co-

Founder of One Net Marketing, and James

Mulvey, Content Architect. Both James

and Dylan work extensively on remarketing

campaigns for One Net Marketing’s clients.

For more insights, follow us on Twitter. For more

resources like this sent right to your inbox, join our

advanced digital insights newsletter (never more

than 2-3 emails per month).

Dylan Touhey

CMO and Co-Founder of One Net Marketing and former

Business Development Manager at Value Click Inc. Dylan has

10 years of experience driving traffic via display advertising

and direct response marketing for major brands such as

Expedia, Real Networks, Verizon, and Adobe.

James Mulvey

As a Content Architect and Copywriter extraordinaire,

James works extensively on the creative side of

display advertising for clients such as Google’s

Wildfire, 1E.com, Groupon’s UpTake, and Impact

Radius. James has a deep understanding of consumer

buying psychology and copy that sells.


Remarketing Overview ..............................................................................................................4

Why Remarketing Matters for Web-Based Business ...........................................................6

How the Technology Works ......................................................................................................7

Using Remarketing for Customer Acquisition .......................................................................9

Planning Your First Remarketing Campaign ....................................................................... 11

Campaign Optimization: Seven Classic Remarketing Mistakes to Avoid ................................................................... 15

Take-Away Sheet: Remarketing Best Practices .................................................................. 19

One Net Marketing’s One Principle ...................................................................................... 21

Remarketing is Just the Beginning ....................................................................................... 22

Table of Contents


Remarketing (also called re-targeting) is based on

the premise that people who have already visited

your website’s key pages (product pages, shopping

cart, etc) are much more likely to buy.

According to data from Microsoft, only 3% of visitors

convert after the first time visiting your site and 97%

visitors leave without taking any action.

By using remarketing, you can expect some enticing benefits:

~ Reduced CPA costs due to targeting a precise

pool of prospects.

~ Increased brand awareness in a relatively short

time period without investing a large budget.

~ Increased conversions by remarketing to shopping

cart abandonments.

~ Higher volumes of leads for B2B products and the

ability to keep your brand top of mind during a

prospect’s research of competitors.

~ Lower click costs due to targeting prospects who

have shown an explicit interest in your product

versus broad matching.

Using a non-invasive tracking code, this remarkable

ad technology enables you to develop lists of

qualified visitors based on those visitor’s previous

behaviour on your site, including the pages they

visited, content consumed, and products they might

have browsed.

Remarketing Overview

With this data, you can execute razor-sharp display

advertising campaigns, helping you to convert more

of your lost visitors with a special message, deal,

or series of ads that speaks to their stage in the

buying funnel.

You can use remarketing to:

~ Close users that visited your site but didn’t

convert (an estimated 97% of visits).

~ Combine branding and direct response

techniques, targeting users across the different

stages of the buying funnel.

~ Help users with brand recall, especially as they

research competitors.

~ Target users on the keywords they used to

find your site (especially ones that signal high-

buying intent).

Companies that

leverage remarketing

technology—rather than

standard display (banner)

campaigns—have seen as

much as a 600% lift in

response rates.


Remarketing is also excellent for promotions, subscriptions, and upsells.

With remarketing you can...

~ Offer qualified users special coupons and promos

based on their interest in your website (such as

deep visits to your product pages).

~ Retarget users who did purchase with similar

products or upsell them.

~ Convert Freemium customers who signed up

for a trial subscription.

~ Offer premium subscriptions to visitors that

regularly consume your free content.

Companies that leverage remarketing technology—

rather than standard display (banner) campaigns—

have seen as much as a 600% lift in response rates.

Remarketing is used by leading software companies

and retailers, especially for software and SaaS

products, ecommerce, web apps, retail, travel, B2B,

and consumer electronics.

At One Net Marketing we get a lot of questions

about remarketing so we decided to publish this

guide to show you how remarketing can help to

lower your customer acquisition costs by targeting

different messages (and offers) to your prospects

as they move through the buying funnel.

This guide is designed as a comprehensive

introduction to remarketing. It covers essential

knowledge for marketing managers, media buyers,

brand managers, and CMOs.

The goal of this guide is to provide you with a

comprehensive look at how remarketing can help

convert more website visitors into new leads

and buyers.

Remarketing can

help lift conversions,

particularly in driving

software purchases,

recovering abandoned

purchases, and

quickly creating

brand awareness and

credibility in complex

B2B sales cycles.


Remarketing, a form of digital ad targeting, can

help you recapture and convert prospects that have

already visited your site. The technology works by

using a non-invasive text file to gather data about

user behaviour.

By targeting users that you have already identified

as interested in your products, Remarketing can

help lift conversions, particularly in driving software

purchases, recovering abandoned purchases, and

quickly creating brand awareness and credibility in

complex B2B sales cycles.

Why does this matter?

~ For smaller brands that can’t spend millions

on brand awareness campaigns, remarketing

allows you to more carefully target your display

advertising to a list of qualified prospects. You

can still build your brand—but to the customers

that matter.

~ For software and SaaS companies, remarketing

can help dramatically lift product trials and keep

your brand top-of-mind as users research your

competitors.

~ For B2B companies, remarketing helps to

accelerate the prospect’s purchase path, moving

them from not recognizing your brand to the

assurance that you are a leading player in

the market.

Why Remarketing Matters for Web-Based Business

Key stats at a glance

Remarketing can produce between a 400-600% increase in response. (Based on CTR data from

Criteo and Advertise.com.

Remarketing works on the Google Display Network, which reaches about 80% of Internet users around the globe.

Remarketing can also help to lower the cost of

customer acquisition.

According to Google’s data, targeting

abandoned shopping carts purchases can

average 22% lower CPA (cost-per-acquisition)

than customers acquired via online advertising

without remarketing. And 65% lower than

account average.

~ For ecommerce sites, remarketing can help

recover abandoned shopping cart purchases and

lower new customer acquisition costs by as much

as 22% (data from Google).

~ For entertainment companies, remarketing can

be used to sell premium subscriptions. You can

target the users that consume regular content—

and entice them in with special promotions or

free trials.

~ For web-based businesses, remarketing can help

drive upsells to existing customers—targeting

your fans and customers with tailored advertising

based on their browsing preferences.


Using a simple snippet of code, remarketing works

by tracking a user after they visit your website. The

technology that makes it possible are ‘cookies,’ tiny

pieces of data used to track browsing habits.

Cookies are non-invasive text files that basically let

an ad server know the browsing history of a user.

Here is a remarketing scenario: If user X has been

to website Y, display banner ad #2. Banner ad #2 is

designed to lure the user back to your website with

a 10% off coupon code.

This technology is not malicious or spammy. It’s just

a basic text file written to the user’s machine that

allows the ad server to follow the user after they

leave your site. Users can always delete their cookies,

if they wish. Most don’t.

As your prospects navigate the web, more

progressive versions of your ads can be displayed in

attempt to woo them back to your site – often with

incentives such as a free trial, a special discount, or

an upgrade.

How the Technology Works

Remarketing in the travel space – a mini-case study

The marketing challenge:

Intercontinental Hotels Group noticed that

some users would go to one of their hotel brand

sites and browse but would not book a stay.

How remarketing helped:

IHG ran ads for its hotel brands, which

include Holiday Inn, Crowne Plaza, and

InterContinental, across the Google Display

Network. In the creative, they offered specials

to users who had previously shown interest in

one of their hotel brands.

The results?

Remarketing ads had a 21% higher overall click-

thru-rate compared to remarketing campaigns

on other ad networks.

Clicks increased by 55% after IHG introduced

text ads into their US campaign. IHG increased

budget by 100% as a result of campaign

performance.

Web User

Your Site / CartUser Leaves

Popular Site

Your Ad

User Is Brought Back

BUY

Click here


Where you can put remarketing tags

The nice thing about remarketing is that it can be

used for a variety of different digital campaigns—

from recovering shopping cart abandonments to lead

generation campaigns to launching a direct response

promotion for an ecommerce site.

Here are a few examples.

Your Company’s Websites –You can build

an extra asset from your traffic and start to

generate actual leads or sales from your content

with a remarketing display campaign. This is

especially useful if you find that while your

traffic levels are healthy, you are having trouble

converting that traffic to leads and sales.

Landing Pages – You can use these to build a list of

interested prospects, soft-sell visitors with content

after they leave the page, or try to entice them back

to complete a transaction with a compelling offer.

Confirmation Pages – Sell more to the converted!

They have already bought from you, trust you, and

so you can build a unique list for your customers.

This is great for upsells, promotions, and new

product launches.

Shopping Cart Pages – If you run an

ecommerce site, you could place an audience

pixel somewhere in your checkout process.

That way you can specifically retarget visitors

that have abandoned their shopping carts.

Key Product Pages – If you send traffic to your

product pages through your blog or if they land

there from paid channels, then you’ll want to build

a list of prospects. This is excellent for software and

complex sales as you can make sure you are running

display remarketing for a qualified list.

How you might target visitors for a remarketing campaign

Landing Page

Yoursite.com

TRACKING CODE

10% Coupon CodeJust for visiting our site!

Your Cart

Yoursite.com

Baby Come Back!And we’ll give you free shipping!

Thank You

Yoursite.com

New Hats in StockA perfect match for your recent shoe purchase.

TRACKING CODE TRACKING CODE

How you might target visitors for a remarketing campaign:


Here are three big reasons why remarketing is

helping digital advertising evolve.

In the past, online marketing was dominated by direct

response. The evolution of digital has progressed

to a more nuanced understanding of the customer

journey and how people come to buy online.

Remarketing is an important piece of this

puzzle as it can help to combine branded

and direct response advertising into a

single, powerful display ad sequence.

Advertise beyond the first stage of the buying funnel

Normal display ads tend to focus on the first

stage of the buying funnel. This means the ad

has to accomplish a lot: introduce the company,

communicate the principle benefit, establish

credibility for product promises, and try to get the

user to take some form of action.

However, smart marketers have for years preached

about the importance of the different phases of

buying process.

Using Remarketing For Customer Acquisition

With most purchases (other than impulse purchases),

customers rarely buy from one marketing message.

Customers move from awareness to interest, then

to an evaluative period, and then finally towards the

action period of purchase.

The chance that a prospect will jump from seeing

your brand campaign to ordering your $500 monthly

software suite is very slim. Selling takes time, trust,

and multiple events to lead the prospect towards

a purchase.

Remarketing allows you to combine the

important first stage of branding and credibility

building with the later stages in the buying

process such as evaluation and action.

Recent innovations such as multi-channel

attribution have helped to better track this

path towards purchase, showing that branding

and direct response often work in tandem to

bring a customer to your shopping cart.

This begins by studying the behavioural data your

website visitors leave behind. And then creating

ads and offers that will best resonate with those

visitors—and where they are in the buying cycle.

1


Your website visitors always reveal their buying intent

Remarketing begins at your richest source of

customer data—your website. This ad technology

allows you to leverage key data about how visitors

interact with your website (including the depth and

recency of visit, the product pages they visit, and the

keywords they used to discover you).

This data-based approach can make your display

campaigns even more powerful, helping to launch

creative that appropriately matches the buying stage

of the prospect.

The result is more flexible campaigns that resonate

with the prospect. For example, a customer who

has used a keyword with high buying intent (such

as “time tracking software best monthly plan”)

and who watched your product video, checked

out your pricing page, and returned to your site

several times to compare plans—this is a valuable

prospect ready to buy. Targeting them with

brand campaigns would be waste of advertising

budget. They know who you are, know your

product, and are on the fence about purchasing.

Remarketing would allow you to send this prospect

an appropriate creative—such as an direct response

incentive to start a 30 Day trial. This ad, because it

matches their place in the buying cycle, is much more

likely to cause a response and prompt a conversion.

Leads need some love!

In contrast, prospects that read your blog, have

watched a product video, but have not yet visited your

pricing pages, these are lower in the buying funnel.

In fact, research suggests that only 3% of customers

will buy on their first initial visit to an ecommerce

site. You might also be surprised to learn that 71%

of customers that enter into an online shopping cart

abandon their orders completely (source Forrester).

Remarketing allows you to target these prospects

with a sequence of creative, reminding them of your

brand, selling them on your key product features,

and then later prompting them to a purchase with a

compelling offer.

...research suggests

that only 3% of

customers will buy on

their first initial visit to

an ecommerce site.

2

3


A B2B client came to us puzzled as to why their

remarketing campaigns were not working. This

particular client had read all about this powerful

new innovative technology called remarketing and

they were ready to deploy their home grown ads to

prospects that had already engaged with their site.

Like all clients they were anxious to start flooding

their CRM with high quality leads so they created

an ad, picked their targeting, and let it run. Nothing

happened. No floods of clicks. No juicy leads.

Something was wrong. They needed our help.

When we took a look at their campaign, it was easy

to spot the problem. They had the technology

configured correctly but had failed to think through

the creative and the underlying psychology of the

consumer buying cycle.

Rather than design a progressive sequence of ads

(remarketing lists) to appeal to prospects that had

already visited the site, our client was serving the

same ad to everyone. In other words, prospective

customers saw the same ad regardless of how

many times they visited the site, or how far they

progressed through the conversion funnel.

This misses the fundamental idea behind

remarketing.

Planning Your First Remarketing Campaign

Recovering shopping cart abandonments with remarketing – a case study

Using Google’s tracking codes to tag visitors,

Yankee Candle compiled a list of 41,000 visitors

who had placed items in their shopping carts

in the last 60 days, but who had not completed

their purchases.

Yankee Candle then showed both text and

image ads with discount offers to these previous

visitors across sites in the Google Display

Network to encourage customers to return and

complete their purchases.

Yankee Candle’s Remarketing campaign has

generated positive results, with nearly 10

percent of its abandoned shopping cart visitors

returning to the site.

The Remarketing campaign’s conversion rate

was also 600 percent higher than the account

average, and the cost-per-conversion was nearly

half the account average.

Read the full case study here


~ Be creative—experiment with a few different

versions and types of creative. Consider creating

three basic types: brand-orientated, feature-

orientated to educate and interest prospects,

and compelling offers to drive response.

~ Credibility counts—don’t just keep hammering

prospects with product benefits. Instead, use

remarketing to gently convince prospects that

your product can solve their problems.

~ Be conversational. The same creative can get

tiring for prospects. Try to be conversational

and mix it up.

For us, remarketing is about intelligently leading

your buyer through a progressive sequence of ad

creative. This ad sequence should combine branding

with direct response, telling a story to your audience.

This core insight should be the basis of a planning a

remarketing campaign.

In fact, with remarketing you should design and

target ads for every unique stage of the buying cycle:

from initial awareness and brand recognition, to

interest, to research, and then to sale.

In other words, remarketing technology isn’t about

bludgeoning your prospects with repeated ads that

never change. Remarketing allows you to keep your

brand present as the user explores competing offers.

Then after they have seen your brand and have come

to recognize your company, you can hit them with a

compelling offer when they are in the decision phase

of their buying journey.

When planning your remarketing campaign:

~ Make a list of different buying profiles based on

where those prospects are in the buying cycle.

~ Craft a sequence of creative, matching to the

different stages of the buying cycle. These should

also match the different types of remarketing

lists you create and correspond to the data you

have gathered from your website.

...remarketing is about

intelligently leading

your buyer through a

progressive sequence

of ad creative.


One of our favourite companies is SEOMoz, a SEO software company from Seattle. Over the last few

years, they have been pretty excited about remarketing. They’ve claimed it has boosted their sign-

ups and helped them convert more software trials into regular subscriptions (they haven’t revealed

their internal data about the specific lifts in conversions).

The following creatives blend brand campaigns with lead capture campaigns. They also target based

on the different stages of the buying funnel. For users searching for “free SEO tools” they try to lead

them to their site. And for the prospects who they have qualified (based on keywords and their past

visitor behaviour on SEOMoz.org), SEOMoz launches ads aimed at turning that fan into a customer.

Company Spotlight:

SEOMoz remarketing the right way

somesite.comwww.seomoz.com

someothersite.com yetanothersite.comAwareness and branding banners

SEOMoz uses these banners to reach prospects

early in the buying cycle. Typically, these are

visitors that have just discovered SEOMoz’s

blog and aren’t ready to purchase a monthly

software subscription.

Interest and evaluation

They combine branding banners as well

as enticing “tools and resources” banners,

reminding the visitor of the vast free content

available at SEOMoz.org. This helps to position

the company as where you go for SEO training,

preparing the visitor for the eventual pitch to

become a “pro member.”


someothersite.com yetanothersite.com


Decision and action

SEOMoz will also target users later in the

buying cycle.

These campaigns are meant for users looking

for software solutions. They tempt them with

their free trial.

Turning strangers into friends, fans, and customers

One of the smart things about SEOMoz’s

remarketing campaigns is that they become

very playful the longer they run.

We have seen the little robot appear as Darth

Vader, Einstein, a rocket scientist, and many

others. This always catches the eye and it is a

good way to make your remarketing campaign

fun and conversational. This is where your

brand turns from a strange company you know

nothing about to a recognizable identity you

come to know, like, and trust.






If you have tried to run a remarketing campaign

and you’ve experienced low response rates you’re

probably discouraged. Is this remarketing stuff hype

or does it actually work?

Good news. It does work. You just might have executed

your remarketing campaigns a bit incorrectly. Here

are some classic mistakes made by companies first

entering into the remarketing space.

Not understanding your targeting options

There are three basic targeting options in

remarketing: (1) topic targeting (2) placement

targeting (3) and audience targeting.

1) Topic targeting: allows you to place ads on pages directly related to the topic you’ve selected. Targeting by topics on the Google Display Network is an alternative to selecting individual placements where your ad can appear, or individual keywords that will trigger your ad.

2) Placement targeting: placements are locations on the Google Display Network where your ad can appear. A placement can be an entire website, a subset of a website (such as a selection of pages from that site), or even an individual ad unit positioned on a single page.

Campaign Optimization: Seven Classic Remarketing Mistakes to Avoid

There are two types of placements:

Automatic placements: If you have keywords in your ad group and are targeting the Display Network, we use contextual targeting to determine “automatic placements” where your ads appear. Managed placements: Placements you choose to manage separately for increased control. You can set unique bids for each of your managed placements, or you can use managed placements to restrict the sites in the Display Network where your ads appear.

3) Audience targeting: allows you to show your ads to specific groups of people as they visit Display Network websites. You can reach people who visited your site before by creating a remarketing campaign, or customers interested in specific categories, by adding interest categories.

1


Not knowing how ‘remarketing’ lists work

With lists, you’re able to target groups of your

website visitors, enticing them back to your site with

relevant ads. A common mistake is to not put some

strategic thought into how you will structure your

lists. Creating lists offers very precise segmentation.

For example, you could compile a list of interested

prospects that filled out a lead form and then

abandoned their purchase. You could also drill down

further and only target users based on their age,

region, and the number of times they have visited

your key product pages.

We advise to really master this feature as it will be

the basis of your segmentation. Granular targeting

is one of the best features of remarketing.

You should also create more than one list. For

example, a campaign might divide visitors into

three separate groups: abandoned shopping carts,

general visitors with no shopping cart items, and

purchasers. Then create display ads tailored to each

group to feature targeted product information and

promotions.

For example, you could serve the abandoned

shopping cart group with strong call-to-action ads,

even referring the items visitors placed in their carts.

Coupon codes can also be used here.

The group of general visitors could receive higher-

level messages as they are still shopping around,

comparing prices. You could then, depending on

how advanced you want to go, begin mixing in some

strong offers after they have shopped around.

And the third group, those who have already made

a purchase, could be given ads acknowledging their

purchase and suggesting complementary accessories

or upgrades.

Not using combinations and exclusions

Expanding on the last point, you’ll also want to

go a bit deeper into lists using combinations and

exclusions. These, we’ve found, are the most

profitable lists. For example, you can include

combinations and exclusions of other existing lists,

such as “all users interested in ‘Category A’ who

visited the site within the last 7 days but haven’t

filled out a lead form yet.”

2

3


Creating terrible creative

Covers sell books. Nice designs sell expensive sport

cars. And compelling creative designs sell products.

A strength (and risk) of many tech companies is that

branding and creativity isn’t viewed as essential for

getting business.

Many companies truly have unique offerings and own

small corners of their markets. This causes design

to take a second seat to product and technology

development.

But when you starting buying media ad creative with

strong copywriting, aesthetically pleasing design,

and strong offers will drive response.

It’s hard enough to get someone to click on an

ad. Even harder to get them to click on a cliché

filled product promise with smiling stock imagery

or a banner loaded with text. Invest in a good

creative team.

Not understanding the sequence of conversion

The technological innovation isn’t that you can hammer

a user with repeated ads. As this guide has made

clear, your remarketing campaign should be leading a

prospect through different stages of the buying cycle.

Aim for three related sets of ad creative, working

from awareness to interest and evaluation to a

compelling offer.

Think of it as three distinct events—an introduction,

an invitation to learn more by inspiring interest

and curiosity, and a final pull to a landing page to

drive action.

Confusing a logo with a brand

Your logo says “We ARE.” People buy because you

say—this is what our product does for YOU. Sending

your logo to travel the seven seas of the Google

Display Network will not do much.

Brand building, and the psychology discussed in

this guide, is so much more than people coming to

recognize your logo.

As discussed earlier, the real secret why brands sell

is that they help people believe in the company

and products. Brand is affinity. It is emotion and

familiarity.

Most importantly, it is a promise you believe in. Dell

makes decently priced and reliable computers so it is

safe to buy computer related stuff from them. But if

Dell tried to sell you a toaster, you’d know that they

were just trying to cash in on their brand and their

credibility would begin to fall.

...don’t just start serving

ads to users. You should

be targeting behavior

and looking for common

traits in users.

44

6

5


Not looking for data patterns

Behavioural targeting is like remarketing, except on

a much more sophisticated scale. It involves using

mountains of statistical data to discern patterns in

buying. To achieve this level of sophistication millions

of impressions and ad interactions are needed.

For most small to mid-sized companies behavioral

targeting is not within reach as it requires large

media buys. That’s not to say you shouldn’t look for

data patterns. For example, look for a conversion

window (say 20 days), in which your typical prospect

researches, evaluates, and chooses a vendor. Or look

for other data patterns in your existing conversions

to help define what your ideal prospect looks like.

Then decide when to give up on a prospect. After a

certain time, if a prospect has seen your ad, heard

your pitch, and doesn’t respond, then they might just

not be that into you. Or, at least, maybe need more

time. In either case, set up some parameters for when

to move onto to someone else. But don’t just start

serving ads to users. You should be targeting behavior

and looking for common traits in users. For example,

most users will purchase within 48 hours after visiting

key product pages after X amount of time.

Using remarketing to drive online PC sales

Lenovo, the world’s second largest PC

manufacturer, used remarketing to help drive

online sales of its laptops and reach users who

had previously visited the Lenovo.com site.

Remarketing drove 20% of campaign total orders 14% lower CPCs than campaign average.

Overall expense-to-revenue ratio for this

campaign also dropped 14 percent due to

remarketing activity.

Read the full case-study here.

7$

15-20 impressions

Bombarding your customers with ads isn’t

necessary. Our experience has shown that a

frequency cap of 15 to 20 impressions to each

user every month is effective. This can vary,

though, for the category of product you offer.

You will need to know when to untarget.

At the same time, showing too few impressions

can also work against you. You’ll need to make

sure that users see your ads with enough

frequency to solidify brand recall.

Be creative— combine brand and lead capture ads

Don’t just create one ad. Experiment with a

combination of brand-building ads and creative

focused on the sale or lead capture.

Take-Away Sheet: Remarketing Best Practices

Branding does have a ROI

It’s just hard to determine and quantify. View-

through conversions can provide insight into

how awareness campaigns are later influencing

conversions.

To ensure you are getting an accurate picture,

you will need to set up some parameters. For

example, just because someone saw your ad

30 days ago and then bought yesterday doesn’t

mean they remembered it and the purchase

could have been driven by other influences.

Create a custom landing page

Remarketing involves drilling down into very

specific audience profiles and it is unlikely your

usual landing pages will be relevant to the ads

you create. A custom landing page can help to

create continuity between your campaign and

the final push to action. This guide has stressed

the importance of developing a sequence of

ads. Naturally, the landing page should be the

final piece of that sequence.

onenetmarketing.com

Focus on long-term brand awareness

The rift between hard-core direct response

and creative branding is unprofitable. The

direct response team wants the quick sale

and considers everything else is a waste of

marketing budget. The branding team usually

doesn’t really know how to convert awareness

into profit. The truth is these different sides of

the buying cycle work together.

Remarketing can work very well to keep your

brand top of mind, especially after a prospect

engages in deep research of your competitors.

While you will need to set guidelines about

when to cap impressions, remarketing can help

reinforce your position in the marketplace

as a leading choice, especially in B2B.

Harvest your low hanging fruit

A good starting place is to build a list of your

most profitable targets such as shopping cart

abandonments, lead form sign-ups, and visitors

that have returned to your key product pages

multiple times in the last few days. With the

right creative, you stand a good chance of

turning that high interest in your brand into

a purchase or lead. If these campaigns are

profitable, scale them.

Think about your KPIs

Make sure you define your KPIs (key

performance indicators). This will help

you optimize and help keep the marketing

strategy aligned with business goals.

Two very helpful KPIs to include in planning

your remarketing campaign are “Days to

Purchase” & “Visits to Purchase.” These KPIs

give you a window into how long it takes

people to buy from you and allows you to

measure this behaviour so that you can

optimize your campaigns and find the most

efficient way to acquire new customers.

One excellent tip by Avinash Kaushik is to

optimize the “interruptives.” For example,

if you notice that visitors typically bail after

three sessions,this is a good juncture in their

research process to start asking for an email

address or creating a remarketing ad that

triggers after this session with a cool deal.

onenetmarketing.com

Make sure you

define your KPIs (key

performance indicators).

This will help you

optimize and to help

keep the marketing

strategy aligned with

your business goals.


One Net Marketing’s One Principle

The real goal is to make a stranger come to recognize

your company as a top solution. Remarketing can

help to open the sales conversion up beyond a single

visit to your website. It can help recover customers

who abandoned and to build trust and credibility as a

provider through familiarity. And then translate that

brand awareness into a sale with a compelling offer.

If there is one thing to take away from this guide,

it’s this: remarketing is more than repetition.

Remarketing works

because it taps into the

psychological principle that

people trust familiarity. Trust and

familiarity are often a function of

repetition—but repetition alone

doesn’t breed trust.

As Oren Klaff, the author of Pitch Anything, says,

“evolution has hard-wired our minds to mistrust new

things—our first thought is to guard our resources.”

If a sales person calls, we assume they are here to

take our money. The same with your sales page, your

“incredible email offer!!!!” and your display ads.

Customers trust the brands they recognize. And

when a new user comes to a space they want to know

who the big players are, the best options, and the

best features to look for.

Remarketing can help to accelerate the sales

process—turning your company from an unfamiliar

vendor into a recognizable brand player in

the market.


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Remarketing is Just the Beginning