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Delightful Remarketing: How You Can Do It
17:40 with Duane BrownBy focusing on the differences between remarketing and creating delightful remarketing, Duane will help you grow the revenue and profit for your brand.
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[MUSIC]
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So I'm gonna talk today about delightful remarketing.
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Now, remarketing is about convincing past customers to come to your website,
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make a purchase who may not have made a purchase in the past.
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And you usually do this by serving them an ad when they're browsing the web or
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they're on Facebook.
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And the challenge is when I talk to people about remarketing, I usually
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get this reaction, a lot of people find it weird, and creepy, and annoying.
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And they don't know why they're seeing that ad.
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They wanna know how to make that ad stop.
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And that shouldn't be the case,
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because delightful remarketing can help grow the revenue and
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profit at your company, and not annoying customers at the same time.
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And that's the point of delightful remarketing, it's about making more money,
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and not annoying your customers.
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There are three key reasons I wanna talk about why delightful remarketing's
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really important.
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And it really changed how I do what I do at Unbounce and anywhere I've worked.
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About convince more people to come back to my website and buy.
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So first of all, over 68% of people abandon a shopping cart every year.
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Think about that for a second, that's a lot of people abandoning your website and
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not coming back and buying.
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And that shouldn't be the case, you want people to buy on your website.
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And you want them to come back.
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And next to email I feel delightful remarketing is the only other
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warm lead gen channel that can convince people to come back and buy from you.
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Now of this 40% of people who do buy from a website, ironically, only 6% is
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actually representative of e-commerce revenue versus just retail revenue.
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So that means when a Barnes & Noble or
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big business sells a lot of stuff online, it's probably only 6% of their business.
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Which is kind of interesting, because over the last 15 years,
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we went from 40 million people online to three billion people online.
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And that's a lot of people.
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Now let's put the next seven years because we're gonna have another billion people,
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and that's billion with a B,
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come online, and most of those people are gonna be on a mobile device, period.
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And that's because a lot of people in the BRIC countries can't afford a desktop
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computer, but they can afford an Android or an iPhone that is a lot cheaper.
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So now, the question becomes what is delightful remarketing?
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So I have three pillars I look at.
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The first is metrics match, and
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that's the idea that your advertising is gonna match your audience.
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And so instead of having a generic ad that has your brand name,
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you want an ad that really speaks to these people.
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To have these people say hey, I know I'm seeing that ad cuz I went to this website.
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More importantly, the ads are going to cut through all the noise, the BS,
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all the other ads you see all day.
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And want, and have, and want them to come back to your website and buy.
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The other pillar is contacts.
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And I think it's where a lot of people make the mistake online.
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Is they think, well I've got a great ad, I've got a great audience,
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I don't don't know anything about contacts.
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We wanna think about when you're going to see the ad,
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how you're going to see the ad, what devices the ads are going to be on, and
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you want to make sure that it's going to be a great experience for people overall.
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And the last point, and this is more of a gut check, is it a delightful experience?
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And you're not going to ask yourself this, your going to ask the rest of your team.
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Because if you can't convince somebody in CS or
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someone in engineering that this is going to be a great ad for
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your customers, maybe you should go back to the drawing board.
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And rethink what you're gonna do for your campaign.
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So how do we create delightful remarketing.
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I want to talk about three things today, I wanna talk about a B to C
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commerce company, I want to talk about a B to B business especially for and
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I also want to talk about ad words customizer.
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So I want to talk about commerce and a burn pixel equals the A-Team.
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Now a burn pixel is simply a pixel that fires on your confirmation page that tells
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software add this person to remarketing list cuz they bought something.
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And what I find a lot online is that when I'm traveling or I'm to go travel
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somewhere or I'm gonna go buy a piece of clothes, I get remarketed to a lot.
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But even though I may click on that ad and make a purchase, I find that days later,
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I'm still seeing that same ad.
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And that's pretty annoying and the reason that I'm seeing that ad is because
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a marketing team somewhere didn't have a burn pixel file.
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They didn't say when this person makes a purchase,
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put them on a remarketing list and don't show them this ad again.
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You don't want to create that, you don't want to annoy your users what so ever.
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So when you all go back to your offices later this week or next week
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I want you to talk to the person who runs paid searches if that's not you and say.
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Does a burn pixel fire when someone converts?
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Or we stop showing them ads when we market to them?
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And if they say no, find out why and
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stop that, cuz you don't want to annoy your customers, at the end of the day.
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The other thing I wanna talk about is sort of a SaaS business and Intercom.
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Now, for those who don't know what Intercom is it's a great piece of software
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that hooks either into your mobile app or website, and
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tells you what your customers are doing on your app and your website.
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So it shows what features they're gonna use, what features they're not using,
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it tells you the adoption rate of a feature,
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like an imbalanced watch a feature a couple weeks ago, that was really cool.
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And we're able to go in the app and see,
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oh lots of people like this feature, lots of people don't like this feature.
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But the other cool part of Intercom is you can mess with people on the app and
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find out why they don't like that feature and that's really important.
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So today, I want to talk about why that's really important.
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Cuz when you go into Intercom, you can go and
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say I want to look at people who didn't use a certain feature.
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You wanna download that list and you wanna upload it so it'll say Facebook or
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Twitter and you want to remarket to people and say hey you don't use this feature.
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You wanna tell them why that feature's important.
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You want to either send them to a blog post, or
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send them to a landing page that has a case study or white paper.
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And really hit home that this feature is going to make their lives easier.
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It's gonna make them more money.
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It's gonna make them feel like a rock star in front of all the people they work with.
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Which is the point of delightful remarketing.
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You want to make people feel
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better versions of themselves at the end of the day.
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After you've done that of course you want to make sure that you stop
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remarketing them and stop showing the ad if they converted because we don't want to
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have a bad experience.
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So I want to talk a little bit about AdWords Customizer.
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And this kind of a cool feature that Google has and they don't really,
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and I don't get why, they don't really promote it all that often.
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But basically, as you see right over there,
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it has a little countdown clock through your ads.
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So let's say you were gonna have a sale next weekend.
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And you were gonna sale 50% off shoes or 20% off shoes.
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You can go into AdWords, create an ad.
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Say the sale's gonna start on a Friday, end on a Sunday.
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It'll add a little countdown clock to your ad which is really great.
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And helps your ad stand out.
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And the reason I like AdWord Customizer, because it makes your ad stand out and
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makes it different.
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But here's the challenge what if you don't have a sales, what if you're in B2B or
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you're in high end luxury goods.
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What do you do? And I thought,
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you know this would actually be a great feature if I was gonna launch a new
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product or launch a new service,
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cuz I could create remarketing list based on people who hit that page.
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So let's say I was gonna launch something related to SSL next week.
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I could create a campaign in AdWords Customizer,
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I could buy keywords related to SSL, create ads for the SSL.
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Anyone who clicks on an ad and goes to my landing page or
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goes to my blog post, I can build a remarketing list off that.
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And so when the feature actually launches in a week or
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two, I can remarket to these people and say hey, you were interested in SSL.
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Why don't you come back and
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actually either A, upgrade the product if they're a current customer or B,
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why don't you sign up and actually use the feature since you thought it was so great?
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Now sometimes AdWords Customizer isn't the most complicated as it used to be
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years ago.
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Cuz if you see the ad here, if you make a face bracket with an equal sign with
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one of your ads on Description line 2, it brings up this
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any little tutorial that Google asks, when does your campaign start?
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When does your campaign end?
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It also asks what time zone do you wanna use?
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Do you wanna use the time zone of the user?
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So if you're doing a campaign that's only on the east coast, maybe you'll only wanna
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show the ad between 8 AM and 8 PM for when people are at work.
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Or conversely you can use the timezone that is in your account.
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You'll click save, your campaign launches and ideally people click on your ad and
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come back and wanna shop with you.
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So these are what I call The Dos of Delightful Remarketing.
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These are things I think about Irregardless of what campaign
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I'm working on, what clients I have, what I'm launching, where I am in the world.
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None of this matters.
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These are things that really sort of take your campaign from just an okay campaign
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to an amazingly great campaign.
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So frequency.
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Frequency is basically how often you wanna show someone an ad.
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Now I've seen a lot of brands where I'll see an ad eight or
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nine, ten times in a day.
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And that's not the most delightful experience, because that's just annoying.
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And I get brand fatigue, and I'm just gonna ignore that ad,
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and ignore that brand when I see it.
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So my general rule is, I look at two to three ads per day for any one brand.
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Because at that point, you've got to remember that remarketing, very much,
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is a marathon and not a sprint.
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And you don't want your customers to get brand fatigue.
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You don't want your customers to think ugh, this ad again?
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Why am I seeing this ad again?
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It's not a great ad.
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Age.
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If you're in AdWords or you're on Programmatic, you're on
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any advertising platform that lets you segment by age, you should totally do it.
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And my last couple startups generally between 25-year-old and
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44-year-old, were a core demographic for the part that I sell.
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But if you sell to let's say, babies or parents who have babies, or
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you sell to senior citizens,
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obviously your demographic is gonna be a little bit older.
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But what's great about similar age is,
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you're not gonna show your ad to people who potentially won't convert.
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I know on balance the general demographic is 25 to 45,
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and I generally don't show ads to anyone beyond that,
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cuz those people just don't convert, and they don't generally spend money with us.
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Similar to age is location.
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Now, location's really interesting, cuz a lot of times within marketing,
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people just say, well, let's just go target the whole country.
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Let's go all out.
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And that's great in theory but if your business does really well in let's say
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New York or California, why not just target New York and California?
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Why target the whole country?
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It makes no sense whatsoever.
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Conversely, you could also just look at targeting the top cities where you get
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most of your business.
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Cuz I'd rather spend 80% of my time going after 80% of my business,
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which are in the major markets, than trying to target everywhere in the world.
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And at the end of the day, risk and game and marketing is like a game of Risk and
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you wanna make sure that you defend your territories, fend off your competition,
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and use locations to your advantage.
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So Look Back Window.
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Look Back Window is basically how long someone's gonna be on remarketing list.
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Now generally a lot of platforms default to 30 days.
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Twitter does 14 though you can change it to 30 days.
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And unless you're in a business like insurance or you're going to sell a car or
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industrial equipment,
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there's no reason you should have a look back window that's more than 30 days.
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Cuz up to 30 days of someone seen your ads,
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odds are they're not gonna convert if they haven't converted already.
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Creative, we have a creative team at Unbounce, and
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we don't always agree on what the creative should be at times.
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But we all agree that we wanna make sure we have a delightful experience for
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the clients.
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And if you're like me, some days you just bang your head against the wall because
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you don't know what your creative should be.
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And much like these brands you see on here, they all have great creative.
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What I found works really well is, I'll go talk to my CS team, I'll get on intercom
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and see why customers are buying our product, why they're using our product.
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And if I find those reasons aren't on our homepage and aren't things we talk about,
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then maybe that's something I want to put in my remarketing.
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Cuz if I come to a website and I think it can do x, y, and z, but
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you don't explicitly say that, I'm probably gonna go
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with the competition because they tell me what I wanna hear at the end of the day.
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So I've got basically a bonus tip I wanna give.
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About a month ago, Google launched remarketing lists for
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search ads in Google Analytics.
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Now for those of you who don't run paid media,
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remarketing lists for search ads basically takes a search campaign in AdWords,
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you layer on top of it an audience that has your marketing list.
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So maybe you wanna look at people who were first time visitors to your website versus
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return visitors.
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And what's cool about this is instead of, let's say, spending money on being on
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under competitive terms, which can be really expensive,
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you took that same campaign of competitive terms and you layered on top of it
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your marketing list of people who have come to your website for the first time.
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You'll find that A, you're not gonna compete with everyone who's gonna
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wanna bid on those terms at Google.com.
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More importantly, you'll find your CPC is a little bit cheaper.
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And though you won't have tons and tons of click-through rates and impressions,
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you'll get enough that people will click on your ad to convert at a lower cost.
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And at the end of they day, I think that's pretty delightful.
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So there are five things I want you to take away from today's talk.
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One, make your customers better versions of themselves.
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Make sure you understand what they want and why they want it,
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and make sure you explain to them why this feature's really great.
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One, make sure you use your creative to your advantage and
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tell the things that they want to hear and they're creative and
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they understand what your product or service can really do.
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You also want to obviously make sure burn pixel fires so
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that when they convert you don't remarket to them over and over again.
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You also want to make sure that you check your campaign settings so
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whether it's age, location, frequency and make sure that you're
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not spending money on areas that don't make sense for your business.
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And above all, have fun.
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Remarketing may not be the sexiest part of advertising.
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We can make a lot of money from it and that's pretty delightful.
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Thank you.
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>> [APPLAUSE] >> I'm sort
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of hoping that somebody from Amazon is here right now so that they'd hear this.
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We're like, please stop, stop following me.
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>> [LAUGH] >> Every single thing that I look at,
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thank you.
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So don't forget if you have questions to ask it on the MozCon QA.
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We do have one question that I love.
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>> Oh, okay.
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>> That I just lost, of course.
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So the question was, have you ever,
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do you ever have a chance to as a user to be like, okay can we stop this?
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Can I stop seeing this?
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Is there something from a user side that allows
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you to make the remarketing stop happening other than clearing your cookies,
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or- >> Yeah, so
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I mean depending on sort of what platform you're on,
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a lot of ads will have a little triangle in the upper left or righthand corner.
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If you hover over that little triangle, it's usually blue, it says AdChoice and
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you can say whether you like the ad, or don't like the ad, or the ad is relevant.
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So that can help stop the ad.
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But there's a lot you can necessarily do.
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>> Do you take that into account from the remarketing side?
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Do you look at how many people are like [SOUND], I'm sick of seeing this thing.
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>> You know Jennifer, it's all about the money.
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>> [LAUGH] >> If I don't see people converting.
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>> Whatever.
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>> It's just not working, you know?
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It could be the greatest ad in the world, and you could think you're a genius, but
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if nobody's buying, how great can it really be?
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>> It doesn't matter.
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>> Doesn't matter, it's all about the bottom line.
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>> And what about testing?
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Do you have certain things that you look at for testing?
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Like in social, we test a certain way.
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And SEO, you test a certain way, and CRO, you have different testing methodologies.
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What are some things with remarketing that you do to sort of test what works better?
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Frequencies, sorry.
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I'm just gonna keep interrupting you as much as I can.
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>> [LAUGH] I just add copy a lot.
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I've only been in for four months, so I'm still learning the customer and
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who they are and what they are and the different segments.
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And so sometimes I'll think I have an idea for a piece of copy, and
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I'll think it's really great.
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But at the end of the day,
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after a week if nobody's converted, I'll just rip it apart and start from scratch.
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I'm on a campaign right now where I'm on my fourth revision for ad copy and
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my fourth landing page.
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And even though my boss thinks I should give up on it a little bit,
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I'm like, just give me til the end of July.
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If I can't convince enough people to convert, then this was just a bad idea and
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I'll walk away from it.
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So I generally test ad copy first, because you want to get people to click and
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from there I'll get my landing page and the offer I have and
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then just kind of go from there.
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And then, obviously, I'll get age, location, frequency, just sort of make
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sure I'm not spending money in areas I don't want to spend money in.
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So did I hear that correctly that you're sorta like, after testing it and
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trying it out you have to be willing to just give it up and start over,
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try something totally different?
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>> Yeah, I mean there's only X amount of hours in the week and
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sometimes an ideas just not gonna work and that's okay.
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I mean if this campaign I have right now doesn't work I'll try something else,
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I'll try something new.
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But you have to be willing to take the risk.
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And put yourself out there cuz you've always done what you've always done, and
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you're always gonna get what you've always got and
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that's probably not the greatest experience in the world.
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>> I like that.
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Okay, Rich has a good question.
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What if a high percentage of your audience buy over the phone and
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you can't use the burn pixel, so what's the best thing that you can do?
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>> I'm kinda curious what business he's in if they all wanna call in?
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>> [LAUGH] >> If you can't do
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a rock [INAUDIBLE], you can't do a rock [INAUDIBLE].
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>> I don't know the answer.
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Rich? [LAUGH]
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>> Obviously,
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let's say 90% of his business was on the phone.
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That's still 10% of the people he convinced to buy, right?
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So remarketing isn't about quantity.
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It's about quality at the end of the day.
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I wanna go after the people who make the most sense and
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get them to convert versus trying to go after everyone on the Internet.
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Because you could have a pissing contest with a bigger company, and spend lots of
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money, but it doesn't mean you're gonna necessarily make more money than them.
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>> Makes sense.
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We have one more here.
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Do you look at remarketing performance through an attribution model?
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>> So we are a struggling slightly with that at Imbalance in the sense that we
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look at everything just from a last click perspective.
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Because I know if I look at my AdWords,
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my GA, that 30% of my first click conversions won't convert in GA, but
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they'll come through referrals or directing stuff like that.
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16:26
So, sort of beyond the last couch we definitely we wanna work on and
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16:29
then bounce, become better ads.
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16:30
But I don't think anyone's cracked that.
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16:32
Not cuz it's, every business is so unique and every situation is so
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16:36
unique that there's not like a magic wand that you can just wave and be like,
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16:39
this is what you do beyond last touch.
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16:42
You know, you've got it all solved now.
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16:44
>> I still really want to send you out there like
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16:47
five different companies that everywhere I go I see their stuff over and over again.
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16:52
And I'd like to, maybe we can talk after and
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16:54
be like so for you should go after these people and tell them to stop.
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16:58
[LAUGH] >> Talk to me.
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16:59
I do it all the time.
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17:00
I was on a site the other day and I was like this is a bad experience and
-
17:02
I tweeted them and they never got back to me and I didn't think they would.
-
17:05
But I'm just gonna tell them anyways cuz like you will be out of business in seven
-
17:08
years potentially if you keep this up.
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17:09
>> People used to tell us when we first started with SEO Moz Remarketing,
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17:12
they would tell us all the time how sick they were.
-
17:15
Sick and tired they were of seeing face everywhere?
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17:17
>> [LAUGH] >> [CROSSTALK] Which is funny.
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17:19
Like, come on, it's Randy.
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17:20
So adorable, right?
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17:23
I think I said that.
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17:24
>> [LAUGH] >> Sorry, Erika.
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17:25
>> He's fun now.
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17:27
>> Okay, thank you.
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17:29
That's all of our questions for now.
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17:31
Dwayne, thank you so much for walking us through this,
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17:35
and, everybody, let's give Dwayne a big round of applause.
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17:38
>> [APPLAUSE] >> Thank you, everyone.
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