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elliot@trafficoxygen.com

Customer Lifetime Value – Why It’s So Important For Good Marketing And How To Calculate It

By | Advertising | 3 Comments

Oh, customer lifetime value. The metric all businesses should know, but when the question is asked, you get a response similar to an answer on Family Feud, stumbling, guessing, and probably not even close to the real answer.

But why is this metric so hard for companies to come up with? We all know the sale price of our products. Are we not tracking repeat customers? Not tracking averages order sizes? maybe there’s nothing being tracked!

And that’s the root to a major marketing problem. How can we run good advertising if we have no idea how much a customer is worth to you?

This usually results in an outcome of a business blaming a marketing company that they are getting no ROI when in fact, it’s that business just deflecting the fact they actually have no idea what the ROI is they need.

WHY LIFETIME VALUE IS SO IMPORTANT

See, most companies base their marketing efforts off the sale of one product, one time.

What you’re telling me is your product is one of two things, so good nobody ever needs to buy it again, in which case, you better be charging an arm and a leg, or two, your product is so bad you don’t have repeat customers.

My guess is neither is true. So let’s figure out a real customer lifetime value.

We are going to use a restaurant as an example.

Basic numbers:

Average one person order: $20

Average party size: 4

Making your average order: $80

This is all information a restaurant would know in two seconds.

Now, let’s assume you have great food, great service, pretty reasonably priced restaurant.

Humans eat out a lot. A typically family or party of 4, may come back twice a month.

Perfect, so now we are at $160 of revenue each month per party of 4.

But that’s just for the month. People don’t stop eating after a month. After a year, that party of 4 is now worth $1,920 ($160*12).

Doesn’t stop there. The average family lives in a house 4 years. Assuming you continue to be amazing, that ONE family of 4 makes you $7,680 ($1,920*4 years).

Wow, that escalated pretty fast. What I’m trying to say is, in all reality, you should be willing to spend $7,679 on marketing to get one new customer.

Now, I understand that’s not realistic. You can’t come out of pocket that much in hopes to finally turn an ROI in 4 years.

Let’s get realistic and say 3 months to turn an ROI.

That still puts us at $480 in revenue per 1 new customer/family acquisition. Any marketer, even a really bad one, can get you a CPA (cost per acquisition) of a restaurant under $480.

LET’S BREAK THIS DOWN

Month 1:

Marketing spend – $480

New customer – $160

Net loss – $320

Month 2:

Marketing spend – $480

New customer – $160

1st customer – $160

Net loss – $160

Month 3:

Marketing Spend – $480

New customer – $160

1st customer – $160

2nd customer – $160

Net loss – $0

Month 4:

Marketing Spend – $480

New customer – $160

1st customer – $160

2nd customer – $160

3rd customer – $160

Net gain – $160

In 3 months, nearly worst-case scenario CPA, you’re generating a break even, soon to be positive ROI marketing campaign.

THAT’S NOT EVEN COUNTING REFERRALS!

If you have a referral incentive program or you truly are great, you can bet each one of those customers is telling their friend. Now you have a break even campaign the 2nd month!

And the best part about marketing (good marketing), the longer marketing goes on, the better campaigns can be optimized, drastically dropping CPA.

Here’s the problem we see a lot. Business’s don’t know their customer lifetime value or don’t know how to track it on their end, then blame the marketer for not being able to tell them how much money they are making from marketing.

The honest truth, it’s not a marketer’s responsibility to tell you how to determine your lifetime value. It’s our responsibility to track what’s generating a new customer. It’s our responsibility to tell you what’s generating positive responsive, creating and optimizing campaigns and creatives, and getting your message to your ideal audience.

In order to track what channels are generating sales and new customers, you’ll either need a 3rd party reporting tool or set up goals in Google Analytics. Setting up goals is something whoever helps you with marketing should be able to do. It may be something you’ll need to pay for as it can be a quite exhausting task depending on the scope of your business.

SUGGESTION

If you really want to have your marketing channels tracked with known revenue, set up Google Analytics properly (this obviously only applies to online only transactions). It will tell you everything you need to know when set up correctly. This includes setting up all the proper goals and dollar amount (use lifetime value) when that goal is completed.

If this sounds daunting, hire a professional. Many marketing companies can do this or use something like UpWork and hire a Google Analytics expert, probably cost around $500 for a really good setup.

SUMMARY

It takes a lot to run good marketing. If in the back of your mind you know you need more marketing or want to better utilize marketing, figure out your customer lifetime value first. This will allow you to have a much more realistic conversation with your internal marketing team or agency you hire.

 

Cannabis Digital Marketing – Should You Even Try?

By | Advertising, Cannabis | 6 Comments

Part of me wants to feel bad for cannabis retailers. Your product is legal in many states and some of your products are legal in all states. But you can’t really advertising your business…

You have the constant frustration of “I’m in California, my ads are in California, cannabis is legal in California, but I can’t advertise in California?”

But at the same token, Tobacco is legal, tons of advertising restrictions. Fitness is very legal, ton of advertising restrictions. Cryptocurrency advertising – yeah, good luck. And the list goes on.

Good marketing is about adapting. Adapting to your audiences. Adapting your offer. Adapting your targeting strategy. So in order to have a strong cannabis digital marketing effort, you need to adapt.

Who Sets The Regulations?

Regulation of ads is done by the advertising platforms, Google, Facebook, Twitter and 100s of other ad networks.

In general, they all follow suit. Something is illegal on Google, probably going to run into the same issues on Facebook.

As much as we all may want, they don’t operate on a state by state basis. They make global policies that apply to the entire network and because the drug is still illegal federally, they will play by the federal law.

It’s important to keep in my these platforms operate to give the user (not the advertiser) the best experience possible. They need to limit the amount of complaints from parents seeing cannabis ads pop up on their 18 year olds Ipad and then they kid trying to explain to the parent why they are getting cannabis ads. Nobody is winning.

Along with this, even if you find an ad network willing to run your ad, the website that’s connected to that ad network would need to allow cannabis ads to show. And guess what, most websites don’t. Just like the ad networks, they care about the user experience on their website.

So, How should I advertise?

There are two types of advertising. Push and pull.

Push advertising

is just as it seems. Your pushing products, offers, information out to the world. This is how most companies do advertising and this is mostly what does not work with cannabis advertising.

Pull advertising

is when you are pulling consumers to your website and your social media channels, creating interest around what you do and the content you product.

This is where cannabis sites can win. Create educational content.

  • Safety Tips
  • What If I Take Too Much?
  • What’s The Average Cost?
  • Is It Illegal To Drive?

Once a user is on your site, you can control what type of offers they see, so your goal needs to be “how do I get users to my website” not, “how can I sell them through advertising.”

Final Do’s And Don’ts

Do…

Make an attempt to advertise your business, but keep it clean.

Create a version of your website that is educational only, only products.

Do make the ads very neutral. Your goal should simply be brand awareness, not sales, leads, or anything else. Simply letting people know within 5 miles of your business that you exist (if they can’t smell you).

Do create a great social media presence. You can post all day along about cannabis on Instagram.

Don’t

Use words like cannabis, pot, weed, or anything along those lines in your ads. They will never get approved.

Don’t use any cannabis related imagery, mainly don’t use a leaf in any part of the ad.

Don’t direct people to a website that sells any sort of product, even CBD oil that’s legal everywhere. The ad networks WILL reject it. Believe it or not, they actually do go look at the websites ads are pointed to.

Summary

Running a cannabis digital marketing campaign for your store or business is not impossible, but it’s extremely difficult.

The best strategy is to create educational content, ad value to users and go into the advertising campaign with no goal of sales.

 

How Geofencing and Location Based Targeting Increase Leads

By | Geofencing | 9 Comments

We use auto dealerships as an example. Think creatively about your business and how you can utilize geofencing in a similar way.

Are you seeking after creative ways of communicating the right messages to local prospective customers via personalized advertisements?  Do you need to target consumers currently looking for their next new vehicle?

In the past, car dealerships had to trust in old-fashioned strategies like street signs and shiny decorations to advertise for local clients.

However, times have changed and automotive dealers now have options through online marketing technologies and conquest ad campaigns that customize and target their data and platforms.  In fact, in the modern world of digital marketing, if a dealer wants to stay in the game and not lose clients to their competitors, it’s crucial to implement solid ad campaigns.

Geofencing technology functions through the use of location data gathered by mobile devices.  Essentially, a dealership can take customized ad content and send it out to shoppers when the shoppers’ mobile device indicates that they have entered the geofence perimeter area that was established.

geofencing and location based targeting car adsThese ad campaigns can also be targeted when a consumer is visiting one of your competitors; this way you can show them your product, special offers, or services so they have a chance to compare your brand with your competitor that they’re also considering and perhaps change their mind and head over to your store.

What exactly is Geofencing?

Geofencing uses GPS technology – through this capacity an auto dealership virtually builds a “fence” that encompasses their key area or location.  This location is usually more than just the actual dealership location but it extends to nearby businesses and, most importantly, any nearby competitors.  Car dealers can then use this technology to implement a targeting plan and send people who are currently within the region a predefined message on their mobile devices.

What this means for your dealership, is that you can actually engage consumers in your area and send personalized content and ads to people currently shopping for a new car.

For any auto professional who has the goal of converting more potential car buyers and increasing brand awareness, the best locations for you to target with your geofencing campaigns are other nearby dealerships as well as automobile repair companies in the area.  Car repair shops are not your competitor but they are a complimentary business that could possibly send customers your way.  When you design an ad campaign to target these populations through geofencing, this is what’s known as conquest advertising.

When you put up your virtual fence perimeter around your competitors and target anyone currently in their car lots, you can send them an enticing deal that just might scoot them over your way instead.  At the very least, before they make their final decision they might visit or call your lot to price compare.  This is a smart population to target because they’re already in the mindset of considering a vehicle purchase; in fact they’re actively looking and might be ready to purchase one right at that moment or soon. Geo-cookies are a resource also used by dealers to gather information about auto seekers in their area.  Once these messages are sent out to these audiences, dealers are able to upload a list of consumers and people who viewed the geofenced ads.

Now think about your business. Can you come up with a way this would apply?

A few examples:

Lawyers target hospitals.

Chiropractors target gyms.

Restaurants target your own along with similar ones inside 5 miles.

Real Estate Agent target apartment buildings.

To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.

5 display ad tips

5 display Ad Tips To Create Better Branding

By | Display Advertising | No Comments

Display ads of all colors and sizes are common ornaments of almost all web pages.  In fact, odds are you’ve seen several display ads today while browsing the internet…but do you remember them?

If you are part of the overwhelming majority of the population and if the ads you recently viewed were comparable to most display ads, you likely don’t recall the companies or products that were showcased by the ad.  In the digital marketing word, there’s a term for this condition and it’s called Banner blindness; a very well known and real trend.  Of course, you want to make sure this doesn’t happen with your display advertisements.  Read on to learn how to avoid Banner blinding your audience.

Assuming that your goal is to ensure web site visitors are able to see and click through your banners and display ads as opposed to instantly closing or ignoring them, below are the most beneficial steps you can take to turn web viewers into your customers.

1) KISS (Keep It Simple, Stupid)

Of course it may seem like the best way to get the most bang for your advertising buck is to spend the most dollars possible on your ads and put as much on there as you can.  However, this isn’t the best plan as marketing data clearly demonstrates that small sized display ads can easily be cluttered with too much content that only serves to confuse the viewer and make the ad more challenging to read and absorb.

Don’t be this person:

The key to remember here is to make sure your imagery, messages and Call-to- Actions are as straightforward as possible and easy to read and grasp quickly.

Although your ad may be minimal and not saying much in terms of quantity, a clean ad design with an effective amount of white space and a defined hierarchy and purpose is the most effective choice.

2) Select High Quality Ad Assets

Although you ad is likely small, don’t take this to mean that you should skimp on investing in quality ad components.

Instead, opt for high-quality illustrations or photographs, depending on your purposes. Use a site like Envanto to gain access to quality images for all your needs.

Go for clearly legible fonts and take special care to have logos that pop and are especially crisp.

Equally important to remember is that your ad should be designed to export at the highest quality it can while still falling within the 150 kb maximum file size for Google Ads.  As a final quality tip, always double check your exported images before you upload them.

3) Make it Pop

Your ad should be distinctive enough to stand out to your visitor from the rest of the text and images on the webpage.  This concept is not just about making your ad attractive, but rather it gives your ad a better chance of ad network approval.


Your border design is significant when it comes to helping your ad pop.  Aim for clearly defined borders; you can do this most effectively by placing y. our images and colors on the edge of the ad.  This is good practice in regards to ad compliance but also is a great strategy for drawing a visitors eye to your ad.  Marketing analysis has proven that our eyes tend to gravitate towards words or images that are in boxes.

4) Relevance Is Key

Marketing goes well when your ad is relevant to the correct audience. That means timing, images, offers and text.

Keep your end user in mind. Keep their experience in mind. You want your ad to appear so seamless, so perfect, they are actually thanking you for showing them an add because it’s perfect for their situation.

5) Keep Branding Uniform

Two items come into play here. One, you always want to keep a similar feel or vibe to your ads. Soft colors vs. bright, fonts used, backgrounds. Now, you don’t want and/or need all your ads to be exactly the same, but you want people to be able to recognize it’s your brand without seeing your logo. They instinctively know it’s you.

Airbnb does a great job at this. The red and green set has the same offer, but slightly different, giving the user a different experience every time they see an Airbnb ad.

And we can even compare a completely different offer, this one used to bring in new guest rather than host. The branding is similar. For Airbnb, that’s simplistic with their logal being very clear. No matter what, when you see either of these ads, you know it’s Airbnb.

This is critical as our eyes tend to glance over ads after we see them too many times. If the user continues to see similar branding, even if they are only glancing by it to something more important at that given second, you’re priming their mind to recall your brand when the time is right.

And two, you also want the ad to have a similar feel to the landing page your user will land on. Nothing is worse than clicking on an ad and going to landing page with completely different colors, products or overall feel. It’s not what the user was expecting and they will leave immediately.

Summary

Now you’re ready to create your ads, get them in front of the right audience and grow your message.

Keep your message simply, think about the user experience and give them something they should thank you for.

Any tips to add based on your experience?

To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.

How To Use Retargeting To Connect With Shoppers

By | Retargeting | 2 Comments

Every successful business is built on the foundation of strong personal relationships with people who believed in the business owner and in their dream.  These relationships form the first customers, employees and partners for your business; it’s important to not take them for granted  when they are essentially the legs that you and your company stands on.

By the same token, digital marketing principles are easily compared to building relationships; this allegory can help you gain some insight into how to create your strategy.

Re-engage your customers through smart reminders and stop losing revenue on abandoned shopping carts. Start marketing for $5 a day.

If you’re a small business owner, you may feel intimidated by digital marketing.  How can you decide which strategies and platforms will deliver the best results for your business?  Designing a clear marketing plan might seem to be an impossible and ever-developing challenge.

However, when you start to think of your potential shoppers more as people in terms of building relationships with them via your marketing budget, the way to connect these users is more clearly illuminated.

In today’s online market, an engaged consumer is expecting to have helpful, relevant and harmonious interactions with your company and landing page.  As a business owner you want to be sure and respect the client and the experience they are desiring as well as capturing their attention and channeling it to the right area and action.

Keep in mind that there is an important distinction between generating short-term,

one time product purchases and long-term customer loyalty.  A loyal shopper will give glowing recommendations of your company to their colleagues and associates and they’ll purchase from you repeatedly because they trust in your brand and processes.

Did you know that 92-98% of visitors on your website aren’t initially ready to bite the bullet and purchase from you?  An intuitive digital marketing plan will include a plan for staying connected and somehow displaying messages to remind these potential customers of your brand and encourage them to find out more about your services and products.  Retargeting is key for this purpose.

THE BASICS OF RETARGETING

Here’s an easy example of what retargeting is: at some point you’ve probably visited a website, such as a clothing company, and then noticed advertisements from that same website popping up on your facebook feed or other sites you’re visiting.  These adverts are designed to counteract the frustrating abandoned shopping cart phenomenon that many online businesses fear.  These ads can also be present a more personalized deal to these potential or future shoppers.

Summary – Relevance is key

Some businesses utilize sophisticated analyses to make their retargeted ads creative as well as highly relevant to the potential client.  Relevance is the biggest key to retargeting that yields results.  An advertisement can be random and it will have more randomized success, or it can be tailored towards the viewer.  You not only want your ad to be relevant but also it should be minimally intrusive to the viewer; statistically, these tactics will generate greater interest from your potential buyer.

Always approach marketing with the end users experience in mind, not what you’re trying to sell them, and you’ll provide a better overall experience for the user, increasing your sales.

To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.

Call To Action, Display Ads To Landing Pages

By | Display Advertising | No Comments

Real talk: although it would be nice, not all digital marketers are working with a Coca-Cola sized ad budget.  In all my time as a digital marketing professional, I’ve never had a client with exorbitant funds available to drop on target audience and persona research.

Fortunately, for my clients, I come with knowledge and resources, no major study required.  Additionally, I have the ability to access quality, free data from Google Analytics– in fact, so can you.

Displaying Google ad campaigns on the Display Network is a common strategy that you can implement to boost brand awareness.  In this case, you’ll probably want to direct the web traffic to your landing page; as you select your Call to Action (CTA) for these ads, you’ll want to choose wisely.  Your CTA is the first glimpse a web visitor will have of your brand, and first impressions are critical for setting a web user’s expectations of what will come next as they interact with your ad.

Ad Call To Actions

There are ways to test your Call to Action so you can make sure to pick the right one for your ad; my tips for this are outlined below.  The often used “contact us” CTA is a hard sell tactic and may not be the message your prospective customer wants to see right off the bat.

Let’s break down how you can use analytics to explore whether or not you should begin with a softer approach such as “chat with a specialist”, or perhaps “see plans and pricing”.  These messages might actually be more appealing to your target audience instead of a CTA that sends the message, “buy now”.

Look Over the History of Actions Taken By Previous Viewers Of Your Landing Pages

If the ultimate link on your display funnel leads to a currently live landing page, look at your data to find out what it is that visitors on your page tend to do once they get to the page.  You may already feel you know the ideal CTA for your ad, based solely upon your intent and your current page layout, nonetheless, when it comes to what your visitors actually do on your web page, you might be surprised.

To access your Landing Page information and user history, go to Google Analytics and navigate to the Landing Pages report.   Next go to Behavior > Site content > Landing pages.  You can see every conversion action taken by your users once you locate your landing page; from here you can determine what action is preferred by the majority of web users on your landing page.

Although Google Analytics is one effective option for finding this information, Google Ads also has a new and helpful interface which allows another option to review your landing page conversions.

If you’re still skeptical about this new interface, you should know that it has a pretty useful feature for displaying your landing page statistics on a group or ad campaign basis as seen below:

If your landing page offers visitors multiple actions to take, such as filling out a form or calling your company directly, you’ll be able to see this information differentiated on Google Ads so you’ll know which action is more popular with your users.

To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.

How To Bring Your Potential Customers Back With Retargeting

By | Retargeting | No Comments

Statistically, most of your website users are not prepared to purchase your product just yet. However, according to columnist Jacob Baadsgaard, if you implement the right plan of retargeting your customers, you can guide them to that point where not only are they ready to buy but they’re going to purchase your product.

Retargeting is an essential component of modern internet marketing. According to an AdRoll report, last year more than 80 percent of marketers displayed retargeted ads. For anyone familiar with online marketing, this statistic is to be expected.

A common but very frustrating experience for business owners is to review the data and find that people are visiting their website, poking around a little…and then leaving without purchasing any product or filling out a form.

Naturally, the point of retargeting is to display your ad once more in front of a user who has previously shown interest in your company. The goal of your retargeted ad is to actually convert the customer this time so that they complete the desired action.

However, the challenge you need to prepare for is the possibility of frustrating your potential customer with an ill timed, aggressive retargeting ad.

So what’s the solution? How do you encourage a former, inactive landing page visitor to return and make a transaction? The right question to ask here is how to provide your potential buyers with what they’re looking for, when they’re looking for it and in what way can you best display and send this message to your potential clients through your retargeted campaign? Read on for tips you can use to answer these questions and create a successful retargeting strategy.

Retargeting: Are your ad campaigns not converting?

You may already be aware that 92 percent of your website’s first-time visitors aren’t ready to buy. According to some, this number can go as high as 98%.

If you’re like most business owners, this phenomenon is both confusing and frustrating.

You’ve allocated plenty of time and funds towards generating interest in your brand and company and you’ve succeeded in getting web users to click on your ads, but rather than making a purchase (and the logical assumption is that they wish to or else they wouldn’t have clicked on your ad), they up and leave!

You might be thinking that it was a sort of fluke and if you could just show this potential customer some more ads, then they will purchase an item. There’s just one problem with that, though; your ad and landing page didn’t convert them the first time, so why would they work the next time? Here’s a reality check; your hard-earned website traffic is mostly comprised of people who clicked the ad accidentally, were just curious for one reason or another, or found somehow found their way to your site with intentions other than purchasing right that second.

Even on e-commerce sites such as Amazon, 58.6 percent of site visitors report that they abandon their cart because they aren’t ready to buy. The bottom line for you to take away here is that if you use the same exact message to retarget these consumers, this is not going to do anything to help prepare them to purchase from you. Don’t be discouraged, though, all hope is not lost and there actually are ways you can outsmart this issue when it comes to retargeting. Remember that the users who clicked your ad were interested in buying and likely still are- just not quite yet. That’s when you can tailor your retargeting approach and make this the guide that helps them across that bridge so that they are ready and once they get there, you’re the company they want to choose.

To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.

Exploring Geofencing – How Geofencing Event Centers Can Fit Into Your Marketing

By | Geofencing | 2 Comments

If you’re wondering what Geofencing is, let’s summarize and catch you up quickly before we go further. Geofencing is also known as Location-Based Mobile Advertising, also sometimes called Hyperlocal Mobile Marketing. Those of us in the online marketing business who save our precious energy for creative advertising instead of pronouncing unnecessary syllables call it Geofencing.

Geofencing at its most essential function creates a virtual perimeter using GPS coordinates; a marketer triggers advertising to send to mobile devices located within that perimeter.

How can you use this?

As you know, almost every person attending some kind of event enables location-based apps such as Google Maps; this technology transmits their exact location to 3rd parties. Many 3rd party entities take this information and use it for their own advertising purposes; websites and search engines including Facebook, Google Search and even Weather apps tap into this technology. You’ll then be sent advertisements by various platforms who have targeted you from your location (in about a five-meter radius), which allows the geofencing technology to work.

An advertiser might also customize what is sent to you based on the general time of day as well as your general location. Do you ever see advertisements for a the lunch menu of a restaurant near you as lunch time approaches? Or does a map of a shopping center you just arrived at pop up on your device suddenly and conveniently. It’s not a coincidence, by the way; geofencing technology is being used.

The other fun part of Geofencing is the length of time a company can use your location data to send messages and reminders tailored to you and your interests. Advertising platforms can be designed to use time and location data to retarget shoppers for months after they had visited within the area geofence.

So How Does Geofencing Apply to Event Marketing?

Let’s imagine that you’ve established a Geofence around the area of your conference and exhibition halls, your parking lot, and of course the hotels close to the event center where you’ll likely have loads of visitors staying. Now that your Geofence is set up, let’s pretend that 85% of those currently located within your Geofence perimeters will be sent a number of targeted mobile ads related to the current event, if they pick up and check their phones.

Digital Sponsoring Opportunities

Did you know you can include geofencing into your currently offered Sponsorship packages? Along with your existing offerings that your Sponsors can purchase such as signage, logos on your event app or website and ads in show guides, you can now offer purchasers the capability of targeting nearly everybody who accesses a mobile device in or around your event.

Exhibitors

You can also design special Geofencing packages specifically to sell to exhibitors; this offers them a digital option for getting foot traffic to their exhibition displays, promote gifts and freebies, parties and more.

In either case, following the event you can offer your Sponsors and Exhibitors the chance to retarget attendees and visitors who showed interest in something relevant to their brand or product after the event is over. These retargeting messages following the event can be fairly simple; maybe something like, “Thank you for Coming to Event Awesomesauce, We Hope to See You Back Next Summer!”

To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.

 

Retargeting Strategies That Will Translate Into Conversions

By | Retargeting | No Comments

If you are among the savvy business managers already utilizing retargeting strategies, then congratulations on choosing one of the most effective online marketing strategies available.

However, not all retargeting campaigns are designed equally; some produce positive results and others don’t produce the best results for your company. Below are the retargeting plans that we have personally observed to be successful for those advertising online.

Closing the Sale: How to Convert Your Interested Shoppers Into Buyers

If you’re already working on retargeting ads, then you have Google Analytics ready to go and you’ve placed your pixel and started creating a user list in order to serve branded adverts to your website users. This is a great start but now you need to optimize your clicks and customer conversions so that you can maximize your profit. Follow the steps below and you’ll have a lot more success.

How to Categorize Your Potential Shoppers

Audiences In Google Analytics

You should divide your visitors into segments based upon the products they’ve clicked on. Once you have segmented the different interests of your prospective customers, now all you need to do is design a clever, attractive ad with text and visuals catered to those interests. Although a generic ad might seem to be a smart idea that will generate more possible interest, when it comes to retargeting this will be a waste of money when you’re trying to connect with someone who has already demonstrated interest in certain goods.

You also want to recapture their attention soon, the more quickly you remind them, the more likely they are to decide to return to your site and make that purchase. The more time lapses, the more likely they are to forget about the product and be distracted by something new, or to buy it from one of your competitors.

Shorten Cookie Duration, Increase Consumption

The smartest strategy is to set a shorter duration on your Cookies so that you display your retargeting ads in front of the shoppers who looked at your products most recently. When it comes to retargeting, you’ve got to jump on the boat before it’s too far from the dock. In other words, when someone visits your site and shows interest in goods you sell, the best time to retarget them is as soon as you possibly can. As time goes on, the boat gets further way, or their interest may dwindle and be harder to recapture.

Diversify your ads

When you spend precious time and money on your ad campaigns, it’s important to channel these resources so that you get the best return for investment on your ads. Diversify and mix it up a bit; try out different sized ads. Most importantly, place your retargeted ads on multiple retargeting channels, such as Facebook and Adwords. The idea is to cover as many outlets and bases as you can so that your brand is visible to as many potential and previous shoppers as possible.

Reward Customer Loyalty; Offer More Savings for Repeat Buyers

Loyalty ad campaigns are an essential best practice in which your company rewards customers who keep coming back to buy your products. Loyalty rewards create a situation that’s beneficial for both your company and the customer; if you aren’t taking advantage of this win-win opportunity, then you’re missing out on an easy way to grow your company’s success and reputation.

As an advertiser, encouraging and rewarding repeat shoppers statistically increases your brand adoption and sales and the buyers are attracted to these ad campaigns because they can save a little bit of their hard earned funds.

To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.

 

Online Advertising traffic oxygen

Does Your Ideal Prospect Even Know You Exist…And How To Make Sure that Changes With Good Online Advertising

By | Display Advertising | No Comments

Not too long ago, putting up a website was the only online advertising strategy that a business owner needed. Start a Facebook business page, grow organically, sales were great. Today, most the platforms, including Facebook, are pay to play, meaning to grow organically, well, just don’t try. All the platform survive off advertising spend, it’s no surprise they increasingly make spend more of a forefront for all businesses that want to use their platform to grow.

Why Online Advertising is Crucial

Roughly 70% of the population has some sort of social media profile. You can bet the other 30% still uses Google, Bing or any other major search engine on a daily basis, too. Not only are all your potential customers online, but online advertising has given you a unique way to target your users. When online advertising is done correctly, you’re only showing your ads to your ideal customer, and in many cases, the customer is appreciative they were either reminded you exist (because we are shown a million other items every day) or they now know about a new product that can change the way they live their life.

Display Advertising

Display advertising uses websites, apps and some social profiles (Youtube) to show advertisements and deliver specific brand messages. This online method employs a wide variety of formats and includes images, videos, flash, audio, and text.

There are many ways display ads can reach your ideal customer. One common technique is to pay for sponsorship. This adds a brand or a logo to the design of a website. Another way to make space visible online is through overlays — advertisements that pop up or appear as a website is opened.

The Real Value of Display Advertising

Many advertisers say that display advertising does not yield a satisfactory number of clicks. A good number of critics say that to drive clicks, paid search advertising is still the way to go. I wouldn’t argue that statement.

If any business enters into a display ad campaign and expects the same results and say Google AdWords (now Google Ads), you will be disappointed.

The role of your display ad campaigns is brand awareness. Always reminding your customer you exist. So when something breaks, they get a bonus and want to splurge OR they see your Facebook ad running, they already know who you are.

You are priming their mind to recall your brand!

Making the Most of Online Advertising

Online advertising, particularly display ads, provide an opportunity for companies to target their ideal prospects. This intensive focus is achieved through thorough study of the demographics, the interest, the geography, and the purpose of Internet users as they go through thousands of websites. Examples can include showing ads to people who visited your website before, city they live, sex, age, income, political views, buying habits, car they drive, and the list goes on and on and on.

Optimizing Online Advertising through RTB

Attention on the internet is…minimal. We have so much information coming at us, it’s hard to stay focused on one particular item or task. This poses some problems for a business when you’re trying to get someone to pay attention to your message.

To conquer your ideal prospects from among the masses, online advertisements need to be targeted, massive and widespread. As a business, you need to be showing your ads on multiple websites and multiple times a day for each consumer.

Real time bidding achieves this with display advertising, getting you in-front of your ideal customer in the most cost effective way.

How Real Time Bidding Works

With RTB, an advertiser bids in real time for online ad impressions through supply-side platforms or ad exchanges. Auctions for RTB take place in the time that a webpage would load, and the site being auctioned is one being viewed by a user. Once you win a bid for that site, your ad is immediately loaded. This whole process will only take seconds, and the viewer will catch your advertisement while he or she is on that page. The key to all this is the ad impression. The ad exchange is able to project the advertisements that a user is more likely to welcome.

RTB has several characteristics that allow your display ads to successfully accomplish your online branding targets. RTB is efficient. You are able to access a wide number of sites and pick the ones with impressions that you think will work best. Everything happens quickly enough to catch your ideal prospects while they are browsing around the Internet for similar goods. In addition to this, RTB allows you virtually limitless exposure.

When all is said and done, in today’s business environment, display advertising and RTB are a combination that bring your brand and products or services to the market that you want to reach.

To talk to the writer of this article and project manager, Elliot, about any of your marketing needs, fill out the form below that goes directly to him.