SEO

8 Types Of Remarketing To Consider

Published

2 years ago

August 20, 2022

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.

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.

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.

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.

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.

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.

Screenshot 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.

Screenshot 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.

Screenshot 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.

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.

Screenshot 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.

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

SEO

brightonSEO Live Blog

Published

4 hours ago

April 25, 2024

Entireweb News Bot

Hello everyone. It’s April again, so I’m back in Brighton for another two days of ~~sun~~, sea, and SEO!

Being the introvert I am, my idea of fun isn’t hanging around our booth all day explaining we’ve run out of t-shirts (seriously, you need to be fast if you want swag!). So I decided to do something useful and live-blog the event instead.

Follow below for talk takeaways and (very) mildly humorous commentary.

SEO

Google Further Postpones Third-Party Cookie Deprecation In Chrome

Published

7 hours ago

April 25, 2024

Max

Close-up of a document with a grid and a red stamp that reads "delayed" over the word "status" due to Chrome's deprecation of third-party cookies.

Google has again delayed its plan to phase out third-party cookies in the Chrome web browser. The latest postponement comes after ongoing challenges in reconciling feedback from industry stakeholders and regulators.

The announcement was made in Google and the UK’s Competition and Markets Authority (CMA) joint quarterly report on the Privacy Sandbox initiative, scheduled for release on April 26.

Chrome’s Third-Party Cookie Phaseout Pushed To 2025

Google states it “will not complete third-party cookie deprecation during the second half of Q4” this year as planned.

Instead, the tech giant aims to begin deprecating third-party cookies in Chrome “starting early next year,” assuming an agreement can be reached with the CMA and the UK’s Information Commissioner’s Office (ICO).

The statement reads:

“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It’s also critical that the CMA has sufficient time to review all evidence, including results from industry tests, which the CMA has asked market participants to provide by the end of June.”

Continued Engagement With Regulators

Google reiterated its commitment to “engaging closely with the CMA and ICO” throughout the process and hopes to conclude discussions this year.

This marks the third delay to Google’s plan to deprecate third-party cookies, initially aiming for a Q3 2023 phaseout before pushing it back to late 2024.

The postponements reflect the challenges in transitioning away from cross-site user tracking while balancing privacy and advertiser interests.

Transition Period & Impact

In January, Chrome began restricting third-party cookie access for 1% of users globally. This percentage was expected to gradually increase until 100% of users were covered by Q3 2024.

However, the latest delay gives websites and services more time to migrate away from third-party cookie dependencies through Google’s limited “deprecation trials” program.

The trials offer temporary cookie access extensions until December 27, 2024, for non-advertising use cases that can demonstrate direct user impact and functional breakage.

While easing the transition, the trials have strict eligibility rules. Advertising-related services are ineligible, and origins matching known ad-related domains are rejected.

Google states the program aims to address functional issues rather than relieve general data collection inconveniences.

Publisher & Advertiser Implications

The repeated delays highlight the potential disruption for digital publishers and advertisers relying on third-party cookie tracking.

Industry groups have raised concerns that restricting cross-site tracking could push websites toward more opaque privacy-invasive practices.

However, privacy advocates view the phaseout as crucial in preventing covert user profiling across the web.

With the latest postponement, all parties have more time to prepare for the eventual loss of third-party cookies and adopt Google’s proposed Privacy Sandbox APIs as replacements.

Featured Image: Novikov Aleksey/Shutterstock

SEO

How To Write ChatGPT Prompts To Get The Best Results

Published

1 day ago

April 24, 2024

Max

How To Write ChatGPT Prompts To Get The Best Results

ChatGPT is a game changer in the field of SEO. This powerful language model can generate human-like content, making it an invaluable tool for SEO professionals.

However, the prompts you provide largely determine the quality of the output.

To unlock the full potential of ChatGPT and create content that resonates with your audience and search engines, writing effective prompts is crucial.

In this comprehensive guide, we’ll explore the art of writing prompts for ChatGPT, covering everything from basic techniques to advanced strategies for layering prompts and generating high-quality, SEO-friendly content.

Writing Prompts For ChatGPT

What Is A ChatGPT Prompt?

A ChatGPT prompt is an instruction or discussion topic a user provides for the ChatGPT AI model to respond to.

The prompt can be a question, statement, or any other stimulus to spark creativity, reflection, or engagement.

Users can use the prompt to generate ideas, share their thoughts, or start a conversation.

ChatGPT prompts are designed to be open-ended and can be customized based on the user’s preferences and interests.

How To Write Prompts For ChatGPT

Start by giving ChatGPT a writing prompt, such as, “Write a short story about a person who discovers they have a superpower.”

ChatGPT will then generate a response based on your prompt. Depending on the prompt’s complexity and the level of detail you requested, the answer may be a few sentences or several paragraphs long.

Use the ChatGPT-generated response as a starting point for your writing. You can take the ideas and concepts presented in the answer and expand upon them, adding your own unique spin to the story.

If you want to generate additional ideas, try asking ChatGPT follow-up questions related to your original prompt.

For example, you could ask, “What challenges might the person face in exploring their newfound superpower?” Or, “How might the person’s relationships with others be affected by their superpower?”

Remember that ChatGPT’s answers are generated by artificial intelligence and may not always be perfect or exactly what you want.

However, they can still be a great source of inspiration and help you start writing.

Must-Have GPTs Assistant

I recommend installing the WebBrowser Assistant created by the OpenAI Team. This tool allows you to add relevant Bing results to your ChatGPT prompts.

This assistant adds the first web results to your ChatGPT prompts for more accurate and up-to-date conversations.

It is very easy to install in only two clicks. (Click on Start Chat.)

Screenshot from ChatGPT, April 2024

For example, if I ask, “Who is Vincent Terrasi?,” ChatGPT has no answer.

With WebBrower Assistant, the assistant creates a new prompt with the first Bing results, and now ChatGPT knows who Vincent Terrasi is.

Screenshot from ChatGPT, March 2023

You can test other GPT assistants available in the GPTs search engine if you want to use Google results.

Master Reverse Prompt Engineering

ChatGPT can be an excellent tool for reverse engineering prompts because it generates natural and engaging responses to any given input.

By analyzing the prompts generated by ChatGPT, it is possible to gain insight into the model’s underlying thought processes and decision-making strategies.

One key benefit of using ChatGPT to reverse engineer prompts is that the model is highly transparent in its decision-making.

This means that the reasoning and logic behind each response can be traced, making it easier to understand how the model arrives at its conclusions.

Once you’ve done this a few times for different types of content, you’ll gain insight into crafting more effective prompts.

Prepare Your ChatGPT For Generating Prompts

First, activate the reverse prompt engineering.

Type the following prompt: “Enable Reverse Prompt Engineering? By Reverse Prompt Engineering I mean creating a prompt from a given text.”

Screenshot from ChatGPT, March 2023

ChatGPT is now ready to generate your prompt. You can test the product description in a new chatbot session and evaluate the generated prompt.

Type: “Create a very technical reverse prompt engineering template for a product description about iPhone 11.”

Reverse Prompt engineering via WebChatGPT

Screenshot from ChatGPT, March 2023

The result is amazing. You can test with a full text that you want to reproduce. Here is an example of a prompt for selling a Kindle on Amazon.

Type: “Reverse Prompt engineer the following {product), capture the writing style and the length of the text :
product =”

Reverse prompt engineering: Amazon product

Screenshot from ChatGPT, March 2023

I tested it on an SEJ blog post. Enjoy the analysis – it is excellent.

Type: “Reverse Prompt engineer the following {text}, capture the tone and writing style of the {text} to include in the prompt :
text = all text coming from https://www.searchenginejournal.com/google-bard-training-data/478941/”

Reverse prompt engineering an SEJ blog post

Screenshot from ChatGPT, March 2023

But be careful not to use ChatGPT to generate your texts. It is just a personal assistant.

Go Deeper

Prompts and examples for SEO:

Keyword research and content ideas prompt: “Provide a list of 20 long-tail keyword ideas related to ‘local SEO strategies’ along with brief content topic descriptions for each keyword.”
Optimizing content for featured snippets prompt: “Write a 40-50 word paragraph optimized for the query ‘what is the featured snippet in Google search’ that could potentially earn the featured snippet.”
Creating meta descriptions prompt: “Draft a compelling meta description for the following blog post title: ’10 Technical SEO Factors You Can’t Ignore in 2024′.”

Important Considerations:

Always Fact-Check: While ChatGPT can be a helpful tool, it’s crucial to remember that it may generate inaccurate or fabricated information. Always verify any facts, statistics, or quotes generated by ChatGPT before incorporating them into your content.
Maintain Control and Creativity: Use ChatGPT as a tool to assist your writing, not replace it. Don’t rely on it to do your thinking or create content from scratch. Your unique perspective and creativity are essential for producing high-quality, engaging content.
Iteration is Key: Refine and revise the outputs generated by ChatGPT to ensure they align with your voice, style, and intended message.

Additional Prompts for Rewording and SEO:
– Rewrite this sentence to be more concise and impactful.
– Suggest alternative phrasing for this section to improve clarity.
– Identify opportunities to incorporate relevant internal and external links.
– Analyze the keyword density and suggest improvements for better SEO.

Remember, while ChatGPT can be a valuable tool, it’s essential to use it responsibly and maintain control over your content creation process.

Experiment And Refine Your Prompting Techniques

Writing effective prompts for ChatGPT is an essential skill for any SEO professional who wants to harness the power of AI-generated content.

Hopefully, the insights and examples shared in this article can inspire you and help guide you to crafting stronger prompts that yield high-quality content.

Remember to experiment with layering prompts, iterating on the output, and continually refining your prompting techniques.

This will help you stay ahead of the curve in the ever-changing world of SEO.

More resources:

Featured Image: Tapati Rinchumrus/Shutterstock