[MUSIC]

So I'm gonna talk today about delightful remarketing.

Now, remarketing is about convincing past customers to come to your website,

make a purchase who may not have made a purchase in the past.

And you usually do this by serving them an ad when they're browsing the web or

they're on Facebook.

And the challenge is when I talk to people about remarketing, I usually

get this reaction, a lot of people find it weird, and creepy, and annoying.

And they don't know why they're seeing that ad.

They wanna know how to make that ad stop.

And that shouldn't be the case,

because delightful remarketing can help grow the revenue and

profit at your company, and not annoying customers at the same time.

And that's the point of delightful remarketing, it's about making more money,

and not annoying your customers.

There are three key reasons I wanna talk about why delightful remarketing's

really important.

And it really changed how I do what I do at Unbounce and anywhere I've worked.

About convince more people to come back to my website and buy.

So first of all, over 68% of people abandon a shopping cart every year.

Think about that for a second, that's a lot of people abandoning your website and

not coming back and buying.

And that shouldn't be the case, you want people to buy on your website.

And you want them to come back.

And next to email I feel delightful remarketing is the only other

warm lead gen channel that can convince people to come back and buy from you.

Now of this 40% of people who do buy from a website, ironically, only 6% is

actually representative of e-commerce revenue versus just retail revenue.

So that means when a Barnes & Noble or

big business sells a lot of stuff online, it's probably only 6% of their business.

Which is kind of interesting, because over the last 15 years,

we went from 40 million people online to three billion people online.

And that's a lot of people.

Now let's put the next seven years because we're gonna have another billion people,

and that's billion with a B,

come online, and most of those people are gonna be on a mobile device, period.

And that's because a lot of people in the BRIC countries can't afford a desktop

computer, but they can afford an Android or an iPhone that is a lot cheaper.

So now, the question becomes what is delightful remarketing?

So I have three pillars I look at.

The first is metrics match, and

that's the idea that your advertising is gonna match your audience.

And so instead of having a generic ad that has your brand name,

you want an ad that really speaks to these people.

To have these people say hey, I know I'm seeing that ad cuz I went to this website.

More importantly, the ads are going to cut through all the noise, the BS,

all the other ads you see all day.

And want, and have, and want them to come back to your website and buy.

The other pillar is contacts.

And I think it's where a lot of people make the mistake online.

Is they think, well I've got a great ad, I've got a great audience,

I don't don't know anything about contacts.

We wanna think about when you're going to see the ad,

how you're going to see the ad, what devices the ads are going to be on, and

you want to make sure that it's going to be a great experience for people overall.

And the last point, and this is more of a gut check, is it a delightful experience?

And you're not going to ask yourself this, your going to ask the rest of your team.

Because if you can't convince somebody in CS or

someone in engineering that this is going to be a great ad for

your customers, maybe you should go back to the drawing board.

And rethink what you're gonna do for your campaign.

So how do we create delightful remarketing.

I want to talk about three things today, I wanna talk about a B to C

commerce company, I want to talk about a B to B business especially for and

I also want to talk about ad words customizer.

So I want to talk about commerce and a burn pixel equals the A-Team.

Now a burn pixel is simply a pixel that fires on your confirmation page that tells

software add this person to remarketing list cuz they bought something.

And what I find a lot online is that when I'm traveling or I'm to go travel

somewhere or I'm gonna go buy a piece of clothes, I get remarketed to a lot.

But even though I may click on that ad and make a purchase, I find that days later,

I'm still seeing that same ad.

And that's pretty annoying and the reason that I'm seeing that ad is because

a marketing team somewhere didn't have a burn pixel file.

They didn't say when this person makes a purchase,

put them on a remarketing list and don't show them this ad again.

You don't want to create that, you don't want to annoy your users what so ever.

So when you all go back to your offices later this week or next week

I want you to talk to the person who runs paid searches if that's not you and say.

Does a burn pixel fire when someone converts?

Or we stop showing them ads when we market to them?

And if they say no, find out why and

stop that, cuz you don't want to annoy your customers, at the end of the day.

The other thing I wanna talk about is sort of a SaaS business and Intercom.

Now, for those who don't know what Intercom is it's a great piece of software

that hooks either into your mobile app or website, and

tells you what your customers are doing on your app and your website.

So it shows what features they're gonna use, what features they're not using,

it tells you the adoption rate of a feature,

like an imbalanced watch a feature a couple weeks ago, that was really cool.

And we're able to go in the app and see,

oh lots of people like this feature, lots of people don't like this feature.

But the other cool part of Intercom is you can mess with people on the app and

find out why they don't like that feature and that's really important.

So today, I want to talk about why that's really important.

Cuz when you go into Intercom, you can go and

say I want to look at people who didn't use a certain feature.

You wanna download that list and you wanna upload it so it'll say Facebook or

Twitter and you want to remarket to people and say hey you don't use this feature.

You wanna tell them why that feature's important.

You want to either send them to a blog post, or

send them to a landing page that has a case study or white paper.

And really hit home that this feature is going to make their lives easier.

It's gonna make them more money.

It's gonna make them feel like a rock star in front of all the people they work with.

Which is the point of delightful remarketing.

You want to make people feel

better versions of themselves at the end of the day.

After you've done that of course you want to make sure that you stop

remarketing them and stop showing the ad if they converted because we don't want to

have a bad experience.

So I want to talk a little bit about AdWords Customizer.

And this kind of a cool feature that Google has and they don't really,

and I don't get why, they don't really promote it all that often.

But basically, as you see right over there,

it has a little countdown clock through your ads.

So let's say you were gonna have a sale next weekend.

And you were gonna sale 50% off shoes or 20% off shoes.

You can go into AdWords, create an ad.

Say the sale's gonna start on a Friday, end on a Sunday.

It'll add a little countdown clock to your ad which is really great.

And helps your ad stand out.

And the reason I like AdWord Customizer, because it makes your ad stand out and

makes it different.

But here's the challenge what if you don't have a sales, what if you're in B2B or

you're in high end luxury goods.

What do you do? And I thought,

you know this would actually be a great feature if I was gonna launch a new

product or launch a new service,

cuz I could create remarketing list based on people who hit that page.

So let's say I was gonna launch something related to SSL next week.

I could create a campaign in AdWords Customizer,

I could buy keywords related to SSL, create ads for the SSL.

Anyone who clicks on an ad and goes to my landing page or

goes to my blog post, I can build a remarketing list off that.

And so when the feature actually launches in a week or

two, I can remarket to these people and say hey, you were interested in SSL.

Why don't you come back and

actually either A, upgrade the product if they're a current customer or B,

why don't you sign up and actually use the feature since you thought it was so great?

Now sometimes AdWords Customizer isn't the most complicated as it used to be

years ago.

Cuz if you see the ad here, if you make a face bracket with an equal sign with

one of your ads on Description line 2, it brings up this

any little tutorial that Google asks, when does your campaign start?

When does your campaign end?

It also asks what time zone do you wanna use?

Do you wanna use the time zone of the user?

So if you're doing a campaign that's only on the east coast, maybe you'll only wanna

show the ad between 8 AM and 8 PM for when people are at work.

Or conversely you can use the timezone that is in your account.

You'll click save, your campaign launches and ideally people click on your ad and

come back and wanna shop with you.

So these are what I call The Dos of Delightful Remarketing.

These are things I think about Irregardless of what campaign

I'm working on, what clients I have, what I'm launching, where I am in the world.

None of this matters.

These are things that really sort of take your campaign from just an okay campaign

to an amazingly great campaign.

So frequency.

Frequency is basically how often you wanna show someone an ad.

Now I've seen a lot of brands where I'll see an ad eight or

nine, ten times in a day.

And that's not the most delightful experience, because that's just annoying.

And I get brand fatigue, and I'm just gonna ignore that ad,

and ignore that brand when I see it.

So my general rule is, I look at two to three ads per day for any one brand.

Because at that point, you've got to remember that remarketing, very much,

is a marathon and not a sprint.

And you don't want your customers to get brand fatigue.

You don't want your customers to think ugh, this ad again?

Why am I seeing this ad again?

It's not a great ad.

Age.

If you're in AdWords or you're on Programmatic, you're on

any advertising platform that lets you segment by age, you should totally do it.

And my last couple startups generally between 25-year-old and

44-year-old, were a core demographic for the part that I sell.

But if you sell to let's say, babies or parents who have babies, or

you sell to senior citizens,

obviously your demographic is gonna be a little bit older.

But what's great about similar age is,

you're not gonna show your ad to people who potentially won't convert.

I know on balance the general demographic is 25 to 45,

and I generally don't show ads to anyone beyond that,

cuz those people just don't convert, and they don't generally spend money with us.

Similar to age is location.

Now, location's really interesting, cuz a lot of times within marketing,

people just say, well, let's just go target the whole country.

Let's go all out.

And that's great in theory but if your business does really well in let's say

New York or California, why not just target New York and California?

Why target the whole country?

It makes no sense whatsoever.

Conversely, you could also just look at targeting the top cities where you get

most of your business.

Cuz I'd rather spend 80% of my time going after 80% of my business,

which are in the major markets, than trying to target everywhere in the world.

And at the end of the day, risk and game and marketing is like a game of Risk and

you wanna make sure that you defend your territories, fend off your competition,

and use locations to your advantage.

So Look Back Window.

Look Back Window is basically how long someone's gonna be on remarketing list.

Now generally a lot of platforms default to 30 days.

Twitter does 14 though you can change it to 30 days.

And unless you're in a business like insurance or you're going to sell a car or

industrial equipment,

there's no reason you should have a look back window that's more than 30 days.

Cuz up to 30 days of someone seen your ads,

odds are they're not gonna convert if they haven't converted already.

Creative, we have a creative team at Unbounce, and

we don't always agree on what the creative should be at times.

But we all agree that we wanna make sure we have a delightful experience for

the clients.

And if you're like me, some days you just bang your head against the wall because

you don't know what your creative should be.

And much like these brands you see on here, they all have great creative.

What I found works really well is, I'll go talk to my CS team, I'll get on intercom

and see why customers are buying our product, why they're using our product.

And if I find those reasons aren't on our homepage and aren't things we talk about,

then maybe that's something I want to put in my remarketing.

Cuz if I come to a website and I think it can do x, y, and z, but

you don't explicitly say that, I'm probably gonna go

with the competition because they tell me what I wanna hear at the end of the day.

So I've got basically a bonus tip I wanna give.

About a month ago, Google launched remarketing lists for

search ads in Google Analytics.

Now for those of you who don't run paid media,

remarketing lists for search ads basically takes a search campaign in AdWords,

you layer on top of it an audience that has your marketing list.

So maybe you wanna look at people who were first time visitors to your website versus

return visitors.

And what's cool about this is instead of, let's say, spending money on being on

under competitive terms, which can be really expensive,

you took that same campaign of competitive terms and you layered on top of it

your marketing list of people who have come to your website for the first time.

You'll find that A, you're not gonna compete with everyone who's gonna

wanna bid on those terms at Google.com.

More importantly, you'll find your CPC is a little bit cheaper.

And though you won't have tons and tons of click-through rates and impressions,

you'll get enough that people will click on your ad to convert at a lower cost.

And at the end of they day, I think that's pretty delightful.

So there are five things I want you to take away from today's talk.

One, make your customers better versions of themselves.

Make sure you understand what they want and why they want it,

and make sure you explain to them why this feature's really great.

One, make sure you use your creative to your advantage and

tell the things that they want to hear and they're creative and

they understand what your product or service can really do.

You also want to obviously make sure burn pixel fires so

that when they convert you don't remarket to them over and over again.

You also want to make sure that you check your campaign settings so

whether it's age, location, frequency and make sure that you're

not spending money on areas that don't make sense for your business.

And above all, have fun.

Remarketing may not be the sexiest part of advertising.

We can make a lot of money from it and that's pretty delightful.

Thank you.

>> [APPLAUSE] >> I'm sort

of hoping that somebody from Amazon is here right now so that they'd hear this.

We're like, please stop, stop following me.

>> [LAUGH] >> Every single thing that I look at,

thank you.

So don't forget if you have questions to ask it on the MozCon QA.

We do have one question that I love.

>> Oh, okay.

>> That I just lost, of course.

So the question was, have you ever,

do you ever have a chance to as a user to be like, okay can we stop this?

Can I stop seeing this?

Is there something from a user side that allows

you to make the remarketing stop happening other than clearing your cookies,

or- >> Yeah, so

I mean depending on sort of what platform you're on,

a lot of ads will have a little triangle in the upper left or righthand corner.

If you hover over that little triangle, it's usually blue, it says AdChoice and

you can say whether you like the ad, or don't like the ad, or the ad is relevant.

So that can help stop the ad.

But there's a lot you can necessarily do.

>> Do you take that into account from the remarketing side?

Do you look at how many people are like [SOUND], I'm sick of seeing this thing.

>> You know Jennifer, it's all about the money.

>> [LAUGH] >> If I don't see people converting.

>> Whatever.

>> It's just not working, you know?

It could be the greatest ad in the world, and you could think you're a genius, but

if nobody's buying, how great can it really be?

>> It doesn't matter.

>> Doesn't matter, it's all about the bottom line.

>> And what about testing?

Do you have certain things that you look at for testing?

Like in social, we test a certain way.

And SEO, you test a certain way, and CRO, you have different testing methodologies.

What are some things with remarketing that you do to sort of test what works better?

Frequencies, sorry.

I'm just gonna keep interrupting you as much as I can.

>> [LAUGH] I just add copy a lot.

I've only been in for four months, so I'm still learning the customer and

who they are and what they are and the different segments.

And so sometimes I'll think I have an idea for a piece of copy, and

I'll think it's really great.

But at the end of the day,

after a week if nobody's converted, I'll just rip it apart and start from scratch.

I'm on a campaign right now where I'm on my fourth revision for ad copy and

my fourth landing page.

And even though my boss thinks I should give up on it a little bit,

I'm like, just give me til the end of July.

If I can't convince enough people to convert, then this was just a bad idea and

I'll walk away from it.

So I generally test ad copy first, because you want to get people to click and

from there I'll get my landing page and the offer I have and

then just kind of go from there.

And then, obviously, I'll get age, location, frequency, just sort of make

sure I'm not spending money in areas I don't want to spend money in.

So did I hear that correctly that you're sorta like, after testing it and

trying it out you have to be willing to just give it up and start over,

try something totally different?

>> Yeah, I mean there's only X amount of hours in the week and

sometimes an ideas just not gonna work and that's okay.

I mean if this campaign I have right now doesn't work I'll try something else,

I'll try something new.

But you have to be willing to take the risk.

And put yourself out there cuz you've always done what you've always done, and

you're always gonna get what you've always got and

that's probably not the greatest experience in the world.

>> I like that.

Okay, Rich has a good question.

What if a high percentage of your audience buy over the phone and

you can't use the burn pixel, so what's the best thing that you can do?

>> I'm kinda curious what business he's in if they all wanna call in?

>> [LAUGH] >> If you can't do

a rock [INAUDIBLE], you can't do a rock [INAUDIBLE].

>> I don't know the answer.

Rich? [LAUGH]

>> Obviously,

let's say 90% of his business was on the phone.

That's still 10% of the people he convinced to buy, right?

So remarketing isn't about quantity.

It's about quality at the end of the day.

I wanna go after the people who make the most sense and

get them to convert versus trying to go after everyone on the Internet.

Because you could have a pissing contest with a bigger company, and spend lots of

money, but it doesn't mean you're gonna necessarily make more money than them.

>> Makes sense.

We have one more here.

Do you look at remarketing performance through an attribution model?

>> So we are a struggling slightly with that at Imbalance in the sense that we

look at everything just from a last click perspective.

Because I know if I look at my AdWords,

my GA, that 30% of my first click conversions won't convert in GA, but

they'll come through referrals or directing stuff like that.

So, sort of beyond the last couch we definitely we wanna work on and

then bounce, become better ads.

But I don't think anyone's cracked that.

Not cuz it's, every business is so unique and every situation is so

unique that there's not like a magic wand that you can just wave and be like,

this is what you do beyond last touch.

You know, you've got it all solved now.

>> I still really want to send you out there like

five different companies that everywhere I go I see their stuff over and over again.

And I'd like to, maybe we can talk after and

be like so for you should go after these people and tell them to stop.

[LAUGH] >> Talk to me.

I do it all the time.

I was on a site the other day and I was like this is a bad experience and

I tweeted them and they never got back to me and I didn't think they would.

But I'm just gonna tell them anyways cuz like you will be out of business in seven

years potentially if you keep this up.

>> People used to tell us when we first started with SEO Moz Remarketing,

they would tell us all the time how sick they were.

Sick and tired they were of seeing face everywhere?

>> [LAUGH] >> [CROSSTALK] Which is funny.

Like, come on, it's Randy.

So adorable, right?

I think I said that.

>> [LAUGH] >> Sorry, Erika.

>> He's fun now.

>> Okay, thank you.

That's all of our questions for now.

Dwayne, thank you so much for walking us through this,

and, everybody, let's give Dwayne a big round of applause.

>> [APPLAUSE] >> Thank you, everyone.