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Delightful Remarketing: How You Can Do It17:40 with Duane Brown
By focusing on the differences between remarketing and creating delightful remarketing, Duane will help you grow the revenue and profit for your brand.
[MUSIC] 0:00 So I'm gonna talk today about delightful remarketing. 0:06 Now, remarketing is about convincing past customers to come to your website, 0:09 make a purchase who may not have made a purchase in the past. 0:13 And you usually do this by serving them an ad when they're browsing the web or 0:15 they're on Facebook. 0:19 And the challenge is when I talk to people about remarketing, I usually 0:20 get this reaction, a lot of people find it weird, and creepy, and annoying. 0:23 And they don't know why they're seeing that ad. 0:27 They wanna know how to make that ad stop. 0:29 And that shouldn't be the case, 0:31 because delightful remarketing can help grow the revenue and 0:32 profit at your company, and not annoying customers at the same time. 0:35 And that's the point of delightful remarketing, it's about making more money, 0:38 and not annoying your customers. 0:40 There are three key reasons I wanna talk about why delightful remarketing's 0:43 really important. 0:46 And it really changed how I do what I do at Unbounce and anywhere I've worked. 0:47 About convince more people to come back to my website and buy. 0:51 So first of all, over 68% of people abandon a shopping cart every year. 0:54 Think about that for a second, that's a lot of people abandoning your website and 0:58 not coming back and buying. 1:03 And that shouldn't be the case, you want people to buy on your website. 1:04 And you want them to come back. 1:08 And next to email I feel delightful remarketing is the only other 1:09 warm lead gen channel that can convince people to come back and buy from you. 1:12 Now of this 40% of people who do buy from a website, ironically, only 6% is 1:16 actually representative of e-commerce revenue versus just retail revenue. 1:22 So that means when a Barnes & Noble or 1:27 big business sells a lot of stuff online, it's probably only 6% of their business. 1:29 Which is kind of interesting, because over the last 15 years, 1:34 we went from 40 million people online to three billion people online. 1:37 And that's a lot of people. 1:40 Now let's put the next seven years because we're gonna have another billion people, 1:42 and that's billion with a B, 1:45 come online, and most of those people are gonna be on a mobile device, period. 1:46 And that's because a lot of people in the BRIC countries can't afford a desktop 1:50 computer, but they can afford an Android or an iPhone that is a lot cheaper. 1:55 So now, the question becomes what is delightful remarketing? 2:03 So I have three pillars I look at. 2:06 The first is metrics match, and 2:08 that's the idea that your advertising is gonna match your audience. 2:09 And so instead of having a generic ad that has your brand name, 2:14 you want an ad that really speaks to these people. 2:16 To have these people say hey, I know I'm seeing that ad cuz I went to this website. 2:18 More importantly, the ads are going to cut through all the noise, the BS, 2:22 all the other ads you see all day. 2:26 And want, and have, and want them to come back to your website and buy. 2:28 The other pillar is contacts. 2:31 And I think it's where a lot of people make the mistake online. 2:33 Is they think, well I've got a great ad, I've got a great audience, 2:36 I don't don't know anything about contacts. 2:38 We wanna think about when you're going to see the ad, 2:39 how you're going to see the ad, what devices the ads are going to be on, and 2:41 you want to make sure that it's going to be a great experience for people overall. 2:44 And the last point, and this is more of a gut check, is it a delightful experience? 2:48 And you're not going to ask yourself this, your going to ask the rest of your team. 2:52 Because if you can't convince somebody in CS or 2:54 someone in engineering that this is going to be a great ad for 2:56 your customers, maybe you should go back to the drawing board. 2:59 And rethink what you're gonna do for your campaign. 3:01 So how do we create delightful remarketing. 3:05 I want to talk about three things today, I wanna talk about a B to C 3:07 commerce company, I want to talk about a B to B business especially for and 3:09 I also want to talk about ad words customizer. 3:14 So I want to talk about commerce and a burn pixel equals the A-Team. 3:17 Now a burn pixel is simply a pixel that fires on your confirmation page that tells 3:20 software add this person to remarketing list cuz they bought something. 3:25 And what I find a lot online is that when I'm traveling or I'm to go travel 3:28 somewhere or I'm gonna go buy a piece of clothes, I get remarketed to a lot. 3:34 But even though I may click on that ad and make a purchase, I find that days later, 3:38 I'm still seeing that same ad. 3:42 And that's pretty annoying and the reason that I'm seeing that ad is because 3:44 a marketing team somewhere didn't have a burn pixel file. 3:47 They didn't say when this person makes a purchase, 3:49 put them on a remarketing list and don't show them this ad again. 3:52 You don't want to create that, you don't want to annoy your users what so ever. 3:54 So when you all go back to your offices later this week or next week 3:58 I want you to talk to the person who runs paid searches if that's not you and say. 4:01 Does a burn pixel fire when someone converts? 4:05 Or we stop showing them ads when we market to them? 4:07 And if they say no, find out why and 4:09 stop that, cuz you don't want to annoy your customers, at the end of the day. 4:11 The other thing I wanna talk about is sort of a SaaS business and Intercom. 4:13 Now, for those who don't know what Intercom is it's a great piece of software 4:19 that hooks either into your mobile app or website, and 4:22 tells you what your customers are doing on your app and your website. 4:25 So it shows what features they're gonna use, what features they're not using, 4:27 it tells you the adoption rate of a feature, 4:31 like an imbalanced watch a feature a couple weeks ago, that was really cool. 4:33 And we're able to go in the app and see, 4:36 oh lots of people like this feature, lots of people don't like this feature. 4:38 But the other cool part of Intercom is you can mess with people on the app and 4:41 find out why they don't like that feature and that's really important. 4:44 So today, I want to talk about why that's really important. 4:47 Cuz when you go into Intercom, you can go and 4:51 say I want to look at people who didn't use a certain feature. 4:52 You wanna download that list and you wanna upload it so it'll say Facebook or 4:56 Twitter and you want to remarket to people and say hey you don't use this feature. 4:59 You wanna tell them why that feature's important. 5:03 You want to either send them to a blog post, or 5:05 send them to a landing page that has a case study or white paper. 5:07 And really hit home that this feature is going to make their lives easier. 5:10 It's gonna make them more money. 5:12 It's gonna make them feel like a rock star in front of all the people they work with. 5:14 Which is the point of delightful remarketing. 5:18 You want to make people feel 5:19 better versions of themselves at the end of the day. 5:20 After you've done that of course you want to make sure that you stop 5:24 remarketing them and stop showing the ad if they converted because we don't want to 5:26 have a bad experience. 5:29 So I want to talk a little bit about AdWords Customizer. 5:33 And this kind of a cool feature that Google has and they don't really, 5:35 and I don't get why, they don't really promote it all that often. 5:39 But basically, as you see right over there, 5:42 it has a little countdown clock through your ads. 5:44 So let's say you were gonna have a sale next weekend. 5:46 And you were gonna sale 50% off shoes or 20% off shoes. 5:47 You can go into AdWords, create an ad. 5:51 Say the sale's gonna start on a Friday, end on a Sunday. 5:53 It'll add a little countdown clock to your ad which is really great. 5:56 And helps your ad stand out. 6:00 And the reason I like AdWord Customizer, because it makes your ad stand out and 6:01 makes it different. 6:05 But here's the challenge what if you don't have a sales, what if you're in B2B or 6:05 you're in high end luxury goods. 6:09 What do you do? And I thought, 6:12 you know this would actually be a great feature if I was gonna launch a new 6:13 product or launch a new service, 6:16 cuz I could create remarketing list based on people who hit that page. 6:18 So let's say I was gonna launch something related to SSL next week. 6:21 I could create a campaign in AdWords Customizer, 6:25 I could buy keywords related to SSL, create ads for the SSL. 6:27 Anyone who clicks on an ad and goes to my landing page or 6:31 goes to my blog post, I can build a remarketing list off that. 6:33 And so when the feature actually launches in a week or 6:37 two, I can remarket to these people and say hey, you were interested in SSL. 6:38 Why don't you come back and 6:41 actually either A, upgrade the product if they're a current customer or B, 6:43 why don't you sign up and actually use the feature since you thought it was so great? 6:46 Now sometimes AdWords Customizer isn't the most complicated as it used to be 6:49 years ago. 6:54 Cuz if you see the ad here, if you make a face bracket with an equal sign with 6:55 one of your ads on Description line 2, it brings up this 6:58 any little tutorial that Google asks, when does your campaign start? 7:01 When does your campaign end? 7:04 It also asks what time zone do you wanna use? 7:06 Do you wanna use the time zone of the user? 7:08 So if you're doing a campaign that's only on the east coast, maybe you'll only wanna 7:10 show the ad between 8 AM and 8 PM for when people are at work. 7:13 Or conversely you can use the timezone that is in your account. 7:17 You'll click save, your campaign launches and ideally people click on your ad and 7:20 come back and wanna shop with you. 7:24 So these are what I call The Dos of Delightful Remarketing. 7:30 These are things I think about Irregardless of what campaign 7:32 I'm working on, what clients I have, what I'm launching, where I am in the world. 7:35 None of this matters. 7:40 These are things that really sort of take your campaign from just an okay campaign 7:40 to an amazingly great campaign. 7:44 So frequency. 7:47 Frequency is basically how often you wanna show someone an ad. 7:48 Now I've seen a lot of brands where I'll see an ad eight or 7:51 nine, ten times in a day. 7:54 And that's not the most delightful experience, because that's just annoying. 7:56 And I get brand fatigue, and I'm just gonna ignore that ad, 7:58 and ignore that brand when I see it. 8:00 So my general rule is, I look at two to three ads per day for any one brand. 8:02 Because at that point, you've got to remember that remarketing, very much, 8:06 is a marathon and not a sprint. 8:09 And you don't want your customers to get brand fatigue. 8:10 You don't want your customers to think ugh, this ad again? 8:12 Why am I seeing this ad again? 8:15 It's not a great ad. 8:16 Age. 8:19 If you're in AdWords or you're on Programmatic, you're on 8:20 any advertising platform that lets you segment by age, you should totally do it. 8:23 And my last couple startups generally between 25-year-old and 8:26 44-year-old, were a core demographic for the part that I sell. 8:30 But if you sell to let's say, babies or parents who have babies, or 8:33 you sell to senior citizens, 8:36 obviously your demographic is gonna be a little bit older. 8:38 But what's great about similar age is, 8:40 you're not gonna show your ad to people who potentially won't convert. 8:42 I know on balance the general demographic is 25 to 45, 8:44 and I generally don't show ads to anyone beyond that, 8:47 cuz those people just don't convert, and they don't generally spend money with us. 8:49 Similar to age is location. 8:53 Now, location's really interesting, cuz a lot of times within marketing, 8:56 people just say, well, let's just go target the whole country. 8:58 Let's go all out. 9:00 And that's great in theory but if your business does really well in let's say 9:01 New York or California, why not just target New York and California? 9:05 Why target the whole country? 9:08 It makes no sense whatsoever. 9:10 Conversely, you could also just look at targeting the top cities where you get 9:12 most of your business. 9:14 Cuz I'd rather spend 80% of my time going after 80% of my business, 9:14 which are in the major markets, than trying to target everywhere in the world. 9:18 And at the end of the day, risk and game and marketing is like a game of Risk and 9:22 you wanna make sure that you defend your territories, fend off your competition, 9:26 and use locations to your advantage. 9:30 So Look Back Window. 9:34 Look Back Window is basically how long someone's gonna be on remarketing list. 9:34 Now generally a lot of platforms default to 30 days. 9:38 Twitter does 14 though you can change it to 30 days. 9:41 And unless you're in a business like insurance or you're going to sell a car or 9:44 industrial equipment, 9:47 there's no reason you should have a look back window that's more than 30 days. 9:48 Cuz up to 30 days of someone seen your ads, 9:52 odds are they're not gonna convert if they haven't converted already. 9:54 Creative, we have a creative team at Unbounce, and 9:59 we don't always agree on what the creative should be at times. 10:01 But we all agree that we wanna make sure we have a delightful experience for 10:04 the clients. 10:08 And if you're like me, some days you just bang your head against the wall because 10:08 you don't know what your creative should be. 10:11 And much like these brands you see on here, they all have great creative. 10:12 What I found works really well is, I'll go talk to my CS team, I'll get on intercom 10:16 and see why customers are buying our product, why they're using our product. 10:20 And if I find those reasons aren't on our homepage and aren't things we talk about, 10:23 then maybe that's something I want to put in my remarketing. 10:28 Cuz if I come to a website and I think it can do x, y, and z, but 10:30 you don't explicitly say that, I'm probably gonna go 10:33 with the competition because they tell me what I wanna hear at the end of the day. 10:35 So I've got basically a bonus tip I wanna give. 10:43 About a month ago, Google launched remarketing lists for 10:46 search ads in Google Analytics. 10:49 Now for those of you who don't run paid media, 10:50 remarketing lists for search ads basically takes a search campaign in AdWords, 10:52 you layer on top of it an audience that has your marketing list. 10:57 So maybe you wanna look at people who were first time visitors to your website versus 11:00 return visitors. 11:03 And what's cool about this is instead of, let's say, spending money on being on 11:04 under competitive terms, which can be really expensive, 11:08 you took that same campaign of competitive terms and you layered on top of it 11:10 your marketing list of people who have come to your website for the first time. 11:14 You'll find that A, you're not gonna compete with everyone who's gonna 11:18 wanna bid on those terms at Google.com. 11:21 More importantly, you'll find your CPC is a little bit cheaper. 11:23 And though you won't have tons and tons of click-through rates and impressions, 11:26 you'll get enough that people will click on your ad to convert at a lower cost. 11:30 And at the end of they day, I think that's pretty delightful. 11:33 So there are five things I want you to take away from today's talk. 11:38 One, make your customers better versions of themselves. 11:42 Make sure you understand what they want and why they want it, 11:44 and make sure you explain to them why this feature's really great. 11:47 One, make sure you use your creative to your advantage and 11:51 tell the things that they want to hear and they're creative and 11:53 they understand what your product or service can really do. 11:55 You also want to obviously make sure burn pixel fires so 11:58 that when they convert you don't remarket to them over and over again. 12:00 You also want to make sure that you check your campaign settings so 12:04 whether it's age, location, frequency and make sure that you're 12:06 not spending money on areas that don't make sense for your business. 12:10 And above all, have fun. 12:13 Remarketing may not be the sexiest part of advertising. 12:15 We can make a lot of money from it and that's pretty delightful. 12:18 Thank you. 12:21 >> [APPLAUSE] >> I'm sort 12:22 of hoping that somebody from Amazon is here right now so that they'd hear this. 12:30 We're like, please stop, stop following me. 12:35 >> [LAUGH] >> Every single thing that I look at, 12:38 thank you. 12:41 So don't forget if you have questions to ask it on the MozCon QA. 12:42 We do have one question that I love. 12:47 >> Oh, okay. 12:49 >> That I just lost, of course. 12:50 So the question was, have you ever, 12:53 do you ever have a chance to as a user to be like, okay can we stop this? 12:56 Can I stop seeing this? 13:01 Is there something from a user side that allows 13:03 you to make the remarketing stop happening other than clearing your cookies, 13:06 or- >> Yeah, so 13:11 I mean depending on sort of what platform you're on, 13:12 a lot of ads will have a little triangle in the upper left or righthand corner. 13:14 If you hover over that little triangle, it's usually blue, it says AdChoice and 13:18 you can say whether you like the ad, or don't like the ad, or the ad is relevant. 13:21 So that can help stop the ad. 13:24 But there's a lot you can necessarily do. 13:27 >> Do you take that into account from the remarketing side? 13:29 Do you look at how many people are like [SOUND], I'm sick of seeing this thing. 13:32 >> You know Jennifer, it's all about the money. 13:36 >> [LAUGH] >> If I don't see people converting. 13:37 >> Whatever. 13:39 >> It's just not working, you know? 13:39 It could be the greatest ad in the world, and you could think you're a genius, but 13:41 if nobody's buying, how great can it really be? 13:44 >> It doesn't matter. 13:46 >> Doesn't matter, it's all about the bottom line. 13:46 >> And what about testing? 13:48 Do you have certain things that you look at for testing? 13:50 Like in social, we test a certain way. 13:53 And SEO, you test a certain way, and CRO, you have different testing methodologies. 13:56 What are some things with remarketing that you do to sort of test what works better? 14:01 Frequencies, sorry. 14:07 I'm just gonna keep interrupting you as much as I can. 14:08 >> [LAUGH] I just add copy a lot. 14:13 I've only been in for four months, so I'm still learning the customer and 14:15 who they are and what they are and the different segments. 14:18 And so sometimes I'll think I have an idea for a piece of copy, and 14:20 I'll think it's really great. 14:23 But at the end of the day, 14:24 after a week if nobody's converted, I'll just rip it apart and start from scratch. 14:25 I'm on a campaign right now where I'm on my fourth revision for ad copy and 14:28 my fourth landing page. 14:32 And even though my boss thinks I should give up on it a little bit, 14:34 I'm like, just give me til the end of July. 14:36 If I can't convince enough people to convert, then this was just a bad idea and 14:38 I'll walk away from it. 14:40 So I generally test ad copy first, because you want to get people to click and 14:42 from there I'll get my landing page and the offer I have and 14:45 then just kind of go from there. 14:49 And then, obviously, I'll get age, location, frequency, just sort of make 14:50 sure I'm not spending money in areas I don't want to spend money in. 14:53 So did I hear that correctly that you're sorta like, after testing it and 14:55 trying it out you have to be willing to just give it up and start over, 14:59 try something totally different? 15:02 >> Yeah, I mean there's only X amount of hours in the week and 15:03 sometimes an ideas just not gonna work and that's okay. 15:06 I mean if this campaign I have right now doesn't work I'll try something else, 15:09 I'll try something new. 15:12 But you have to be willing to take the risk. 15:12 And put yourself out there cuz you've always done what you've always done, and 15:14 you're always gonna get what you've always got and 15:16 that's probably not the greatest experience in the world. 15:18 >> I like that. 15:21 Okay, Rich has a good question. 15:22 What if a high percentage of your audience buy over the phone and 15:25 you can't use the burn pixel, so what's the best thing that you can do? 15:28 >> I'm kinda curious what business he's in if they all wanna call in? 15:31 >> [LAUGH] >> If you can't do 15:34 a rock [INAUDIBLE], you can't do a rock [INAUDIBLE]. 15:36 >> I don't know the answer. 15:37 Rich? [LAUGH] 15:38 >> Obviously, 15:39 let's say 90% of his business was on the phone. 15:39 That's still 10% of the people he convinced to buy, right? 15:43 So remarketing isn't about quantity. 15:45 It's about quality at the end of the day. 15:47 I wanna go after the people who make the most sense and 15:49 get them to convert versus trying to go after everyone on the Internet. 15:51 Because you could have a pissing contest with a bigger company, and spend lots of 15:54 money, but it doesn't mean you're gonna necessarily make more money than them. 15:57 >> Makes sense. 16:00 We have one more here. 16:02 Do you look at remarketing performance through an attribution model? 16:03 >> So we are a struggling slightly with that at Imbalance in the sense that we 16:08 look at everything just from a last click perspective. 16:12 Because I know if I look at my AdWords, 16:15 my GA, that 30% of my first click conversions won't convert in GA, but 16:17 they'll come through referrals or directing stuff like that. 16:21 So, sort of beyond the last couch we definitely we wanna work on and 16:26 then bounce, become better ads. 16:29 But I don't think anyone's cracked that. 16:30 Not cuz it's, every business is so unique and every situation is so 16:32 unique that there's not like a magic wand that you can just wave and be like, 16:36 this is what you do beyond last touch. 16:39 You know, you've got it all solved now. 16:42 >> I still really want to send you out there like 16:44 five different companies that everywhere I go I see their stuff over and over again. 16:47 And I'd like to, maybe we can talk after and 16:52 be like so for you should go after these people and tell them to stop. 16:54 [LAUGH] >> Talk to me. 16:58 I do it all the time. 16:59 I was on a site the other day and I was like this is a bad experience and 17:00 I tweeted them and they never got back to me and I didn't think they would. 17:02 But I'm just gonna tell them anyways cuz like you will be out of business in seven 17:05 years potentially if you keep this up. 17:08 >> People used to tell us when we first started with SEO Moz Remarketing, 17:09 they would tell us all the time how sick they were. 17:12 Sick and tired they were of seeing face everywhere? 17:15 >> [LAUGH] >> [CROSSTALK] Which is funny. 17:17 Like, come on, it's Randy. 17:19 So adorable, right? 17:20 I think I said that. 17:23 >> [LAUGH] >> Sorry, Erika. 17:24 >> He's fun now. 17:25 >> Okay, thank you. 17:27 That's all of our questions for now. 17:29 Dwayne, thank you so much for walking us through this, 17:31 and, everybody, let's give Dwayne a big round of applause. 17:35 >> [APPLAUSE] >> Thank you, everyone. 17:38
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