Connect with us

SEO

8 Types Of Remarketing To Consider

Published

on

8 Types Of Remarketing To Consider

Remarketing has become ubiquitous across the web, as users frequently gripe about endless ads chasing them around the web after viewing a product once.

Yet, when used correctly, remarketing continues to be an effective tool in the box for paid media marketers across the spectrum of industries.

If you’ve tried remarketing and haven’t seen a return, I’d like to share a few ideas for new segmentation and different types of audiences you may not have tested.

In keeping up with increasing restrictions on tracking capabilities, ad platforms continue to roll out new options for reaching users outside of the box of traditional pixel-based remarketing.

First, let’s start with a basic definition for those who may be less familiar with the tactic.

What Is Remarketing?

Remarketing (sometimes called retargeting) is a paid marketing tactic allowing you to serve ads to individuals who have previously visited a website or engaged with your content on a social channel.

Website-based remarketing utilizes a pixel placed on the website to reach individuals who have visited specific pages or performed certain events.

Advertisement

Meanwhile, engagement-based remarketing allows you to reach those who have interacted with your social media content or watched a video.

Read on to discover eight types of remarketing you should be considering for your campaigns.

1. Pricing Page Visitors

If a shopper visits a pricing page, they’re likely further along in the product research process than somebody else who sees the homepage.

They may be comparing costs versus competitors and digging into the specific features available by pricing tier.

Bucketing out pricing page visitors into their category can produce a higher intent audience than you’d get targeting all visitors as a whole.

Screenshot from salesforce.com, July 2022 (Full disclosure: client website)

These individuals may be more willing to respond to a call-to-action for a product demo or a call with a salesperson.

You could also put together an asset with tips for evaluating products in your industry, which may appeal to people making product comparisons.

For example, my past client, who sold board management software, offered a worksheet for evaluating board software, serving remarketing ads on display and social to convince previous visitors to supply their email addresses.

2. Industry-Specific Page Visitors

Segmenting audiences by industry can be complicated when attempting to market to people in niche industries.

Advertisement

If you have pages on your site dedicated to each industry, you can build separate remarketing audiences for each of those pages.

Effectively, you’ll now create buckets of people who have raised their hands saying they’re interested in services for a particular industry.

You can target unique ads tailored by industry to speak more specifically to these people based on their needs.

For instance, you might have a guide explaining how real estate developers can use your software to track prospects and target that to people who visit a real estate industry page.

You may also have different product lines or pricing for various industries.

For instance, many companies offer discounted services for nonprofits and want to target those groups separately.

3. Cross-Channel Remarketing

Take full advantage of cross-channel opportunities by building remarketing segments for people who visited your site from specific channels and campaigns.

It is a great way to carry audience targeting options from one platform to another.

Advertisement

In addition, you can take advantage of lower costs in some platforms versus others for remarketing.

For instance, if you’re running LinkedIn Ads, you may want to target people who clicked an ad from a campaign targeted to C-suite individuals.

Via a URL-based audience, you can effectively target the people who fit the LinkedIn profile targeting criteria using any other channel, paying the lower costs of a network such as Google Display.

As long as you tag your links with a consistent UTM structure, you can copy the landing page, and associated tags into the “URL Contains” field when setting up a remarketing audience.

This solution allows you to pay for LinkedIn visitors upfront using their built-in targeting but avoid the high costs of LinkedIn for remarketing within their platform.

4. Cart Abandoners

Shopping cart abandoners went through the work of finding a product they wanted and adding it to their cart without finalizing the checkout process.

Remarketing to people with these ads can encourage them to return to the site and complete their purchases.

Including an offer may also entice people to come back and finish buying. However, it would be best if you were careful that people don’t simply come to expect they can manipulate the process to receive a discount.

Advertisement

It can also be a time to reiterate selling points for your brand.

For instance, if you offer a two-year warranty when most competitors only offer one year, call that out in ads.

Make the case to bring people back in, which may be the nudge to shift them over the edge into a buying mood.

5. Previous Purchasers

If someone bought from your site in the past, you could remarket them later to encourage them to make another purchase.

The products you promote and the timing for future remarketing depend on the type of product purchased.

For instance, if somebody just bought a new backpack, they may be open to purchasing related gear like a hiking pole.

If someone orders a printer, they likely don’t want another printer immediately but may need replacement ink cartridges six months later.

You should exercise caution not to annoy people because they form a negative perception of your brand after already completing a purchase, so don’t try this too soon.

Advertisement

Also include frequency caps where channels allow.

6. Higher Funnel Converters

Particularly for the B2B world, converting a prospect to a sale often entails a lengthy process of multiple touchpoints.

Offering a downloadable asset like a guide, or inviting people to sign up for a webinar, can build an audience of people who are interested enough to raise their hands.

LinkedIn High Funnel AssetScreenshot of a LinkedIn ad, July 2022

You can then build remarketing lists based on people who download a higher funnel asset, setting up a new campaign targeting those with lower funnel call-to-action, such as a product demo.

You could target this via a website pixel (reaching people who have previously filled out a specific form) or via lead form retargeting in Meta or LinkedIn (reaching people who have filled out an in-platform form).

Think through the buying stages for your target personas and build out remarketing for people who interact at each part of the process.

7. Video Viewers

Video view remarketing can capture intent from people who haven’t even visited your website.

YouTube, Meta, and LinkedIn are three popular channels allowing for the creation of view remarketing audiences.

YouTube AudienceScreenshot from YouTube.com, July 2022

Within YouTube, you can segment people based on the following criteria:

  • Viewed any video from a channel.
  • Viewed certain videos.
  • Viewed any video (as an ad) from a channel.
  • Viewed certain videos (as ads).
  • Channel interactions, including visits, subscriptions, and video likes.
Meta Video AudienceScreenshot from Meta, July 2022

Within Meta, you can segment people based on the following criteria for any video or set of videos you select:

  • Viewed a video for at least three, 10, or 15 seconds.
  • Watched a video to 25%, 50%, 75%, or 95%.

Finally, LinkedIn allows you to segment video view audiences by 25%, 50%, 75%, or 95%.

Creating audiences of people who have committed to watching all or most of your video can segment out higher intent people who may be more likely to download an asset or want to attend a webinar.

Advertisement

People who watched shorter lengths of time may still be willing to view additional content in future remarketing campaigns.

8. Page Engagers

Facebook/Instagram page engagement audiences, available within the Meta Ads interface, allow for another way to capture user intent outside your site.

If a user chooses to like or comment on a Facebook post, they’re indicating some level of interest in what you have to offer.

Facebook Page AudienceScreenshot from Facebook, July 2022

Currently, you can target people based on the following criteria:

  • People who like or follow your page.
  • Everyone who engaged with your page.
  • Anyone who visited your page.
  • People who engaged with any post or ad.
  • People who clicked any call-to-action button.
  • People who sent a message to your page.
  • People who saved your page or a post.

You can also combine these criteria to include/exclude people from a group to target.

For instance, you could reach people who have visited your page but do not currently like or follow it.

Additionally, LinkedIn allows you to retarget people who have engaged with your single image ads.

You can choose from any engagement (people who reacted or commented, as well as clicked) or limit it to only chargeable clicks.

Revamp Your Remarketing Campaigns

You’re ready to test some new remarketing methodology in your campaigns.

Think through new audiences that make sense for your brand and goals, and start by building them out.

Advertisement

If you’re unsure that the audiences will be large enough to justify segmenting, build them and see how big they become over time.

Be sure to incorporate engagement-based and website visit-based audiences to future-proofing against tracking limitations.

Remember that social platform engagers are first-party audiences and more reliable than third-party audiences built via a pixel, so they will likely contain a larger pool of the individuals you’d like to target.

Finally, don’t forget to develop unique and creative messaging to speak to each audience. Launch your campaigns, and start testing!

More Resources:


Featured Image: Den Rise/Shutterstock

window.addEventListener( 'load2', function() {

if( sopp != 'yes' && addtl_consent != '1~' ){

!function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(window,document,'script', 'https://connect.facebook.net/en_US/fbevents.js');

if( typeof sopp !== "undefined" && sopp === 'yes' ){ fbq('dataProcessingOptions', ['LDU'], 1, 1000); }else{ fbq('dataProcessingOptions', []); }

fbq('init', '1321385257908563');

fbq('track', 'PageView');

fbq('trackSingle', '1321385257908563', 'ViewContent', { content_name: 'remarketing-types-playbook', content_category: 'paid-media pay-per-click' }); } });



Source link

Advertisement

SEO

In-house SEO vs outsourced agency talent: Who wins the debate?

Published

on

In-house SEO vs outsourced agency talent Who wins the debate

30-second summary:

  • SEO involves a lot of tasks, processes, and technicalities that are hard to master and manage
  • Investing in an in-house team can have lots of advantages, like building specialized talent, greater control over performance, productivity, brand and process alignment
  • However, outsourcing to an SEO agency may not deliver the above-mentioned benefits but can be easier on your marketing budget and overheads
  • So, how do you identify the right fit for your business?

There are too many parts of SEO and many of those parts are constantly moving and changing. The more a site grows, the more challenging SEO is going to be. So what’s a better approach: to start building your own in-house SEO team or rely on an agency or freelancers?

Let’s see…

Pros and cons of building your own team

Pro #1: You build your own internal talent and knowledge

Your team is your biggest asset. Your company is only as good as the people behind it. These are all cliches but they hold true.

Having an in-house team to rely on makes your SEO strategy more consistent and aligned with your company’s culture and your product positioning strategy. Plus, there is a smoother flow of ideas and communication that leads to better results. You also stand to gain from the cross-pollination of talent that feeds into innovation and greater problem-solving.

Con #1: Talents tend to move on

There’s one huge issue with talented people: They tend to overgrow their employing businesses, and they do that pretty quickly.

It often becomes hard (and expensive) to keep the talent, even if your organization was the one that grew it.

Advertisement

Pro #2: You hold someone responsible

If you are good at hiring, you will likely find someone responsible who will take their training and tasks seriously. The person will have clear ownership which makes everyone’s lives easier and your business more effective. 

Any business initiative is going to be successful only if there’s someone inside the company to “own” it.

In-house teams are easier to control, you can ask for and obtain reports within a day. You can ask for clarifications without running out of your billable hours.

Con #2: It is expensive

Not many businesses can afford to have an internal SEO that has nothing but SEO… Apart from regular and inevitable payroll, there are also HR processes that contribute to the overall expenses. And let’s not forget about employee insurance and other benefits.

Yes, growing your own team is generally a great investment but only if your budget allows it. Plus, there’s always a risk your investment will simply leave your company one day (see above).

Pro #3: You own your data

Privacy is a big issue when it comes to letting anyone do marketing for you. On the other hand, you can also control the technology and privacy much more efficiently ensuring that your data is accessible to your internal team only.

Additionally, when you outsource anything, you will inevitably miss lots of data, like contacts that were acquired, templates that worked better, and other assets.

When you have the work done internally, you end up accumulating contacts you can rely on going forward. You also eventually build your own data and find innovative ways to build it into your search marketing strategy.

Advertisement

Con #4: It is slower

Unless you have a huge team, SEO tasks will pile up. They are very hard to organize and scale without outside help because there are too many variables and most of them are done on a continuous and regular basis.

Relying on freelancers to outsource SEO tasks is often the only way to get things done and free some time for looking into analytics to align your SEO strategy better.

Pro #5: The process can be better integrated

SEO is no longer an island. It can only be really effective if it is well-integrated into all processes within an organization, including product development, IT, sales, and customer support.

The intersection of digital and physical consumer experiences is also a strong reason as to why SEO needs to have strong integration with digital marketing, martech, and sales. Your business can achieve its goals only if it has a unified footprint.

Con #5: You cannot build a team that is good at everything

The biggest problem with SEO is that there are several moving parts that require absolutely different training and skill sets.

Remember the graph?

SEO graph and relativitySource: Anthony Palomarez

SEO always includes content creation and optimization, technical support, and link building (which normally includes email outreach, relationship building, and linkable asset creation which, in turn, involves graphic design or video production tasks).

If you need to understand all of these moving parts better, I have a simplified flow chart for you:

the scope of SEO

Let’s not forget that many of those parts will have to evolve based on ever-changing Google guidelines and ever-developing search algorithms that are hard to keep up with.

Advertisement

With such a variety of skills required, building a team that would handle almost everything is next to impossible, even for corporate entities.

Of course, today’s technology makes it much easier. You don’t have a web developer to build a landing page, or handle on-page SEO essentials. You don’t have to be a graphic designer to create visuals, or even put together an effective lead magnet.

But even with smart technology, to handle all the parts of an SEO strategy you will need a pretty huge team, which is – again – expensive.

The truth is somewhere in the middle

The takeaway from the above is somewhat of a dilemma: You want a team to control something that you may never be able to control.

The best solution is usually in the middle:

  • Hire an SEO manager who has thorough SEO knowledge
  • Let that SEO manager find companies and freelancers to outsource different moving parts to

This means having an SEO manager who is brilliant at both SEO and project management.

Yes, it will take time to find the right person but finding the right person is never easy. 

It is well worth your time though:

  • Your in-house person will be able to “translate” any SEO jargon to you whenever you need to understand what is going on
  • You will have someone owning the strategy and process 
  • There will be a person who will be inside your company to ensure your SEO strategy is aligned with your overall product positioning strategy and include other teams in the SEO processes

In reality, if you want your SEO strategy to deliver results, you need both: An internal person (or a team) and someone outside your company to rely on. This is not a question of choosing one.

Conclusion

Managing SEO is hard. Don’t feel discouraged. There’s no valid alternative to organic search traffic. Find the right person who will be able to manage the process for you and find reliable partners to outsource different SEO tasks to. This way you will keep the strategy under control while still being able to afford it. Good luck!

Advertisement

Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.



Source link

Advertisement
Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish