Someone visits your website once, doesn't convert, and goes on with their day. How in the world do you win them back? Well, the answer may lie in a topic we haven't discussed for a while: remarketing.
In today's Whiteboard Friday, Rand discusses how to get back in front of folks who have visited your site or engaged with your industry, new options in retargeted ads, and offers some best practices to follow.
Click on the whiteboard image above to open a high resolution version in a new tab!
Video Transcription
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about remarketing to people who've already visited your website and then left, or already interacted with your niche, your service, your community, and then gone off somewhere else.
This is actually pretty interesting. A lot of times when we talk about the organic marketing funnel—someone performs a search, they follow you on a social network or they see a tweet from you, a Facebook update and they come to your website—well, we focus a lot on trying to convert that person either to a customer or convert them to signing up for an email newsletter, subscribing to something, following you on a social network, or becoming a part of your community.
But there's actually a lot of data suggesting that the overwhelming majority of people who visit your website... I'll use Fitbit as an example here. Brad, one of Moz's investors and also Fitbit's investor, sent me a Fitbit recently, which is very nice. What am I at today? Let's see, 5696 steps.
A lot of people who visit Fitbit's website, I don't actually know this for sure, but probably about a tenth of a percent of them are converting to a sale or actually buying one of these things. Then, 99.9% are going somewhere else. The idea here is: What can we do to capture this audience again, to get in front of them? We know that at some point they were interested in our product or our service. We want to get in front of them again.
Retargeting
This is something we've covered a little bit, but there's actually a bunch of new options that have surfaced from the advertising and web marketing world that we should probably be aware of. A few of these include things like classic retargeting, aka we follow them around the web like a lost puppy dog. The ads that you see on the side of everything after you looked at that one pair of Zappos shoes that one time, and now you just can't seem to get them out of your head or your browser. Maybe someone's visiting The Next Web and if page X over here on Fitbit's website was visited in the last 1, 2, 30, or 60 days, we want to show this particular ad with a bid price of XYZ.
This is kind of cool. I think where retargeting has really become more sophisticated is in some of the options. We can filter and configure and modify this and model it in such a way that we can say if you visited this page but not these other pages, or if you visited these three pages in a row, we want to show you this. If you interacted on our site in this particular way, we can now do things with apps. If we know that someone has interacted with an app, we can start to do retargeting and remarketing personalized to them.
Moz has used a service called AdRoll in the past. There are a number of them out there. Obviously, Google has a pretty powerful display network around this, too.
RLSA (Remarketed Lists for Search Ads)
Another thing that has been around for a couple of years but we haven't talked about too much on Whiteboard Friday here is RLSA. That's remarketed lists for search ads.
This means if we know that Sonja visited—I think it's Tory Burch who's a fashion designer who designs a special kind of Fitbit—the Tory Burch page on Fitbit and then we know that she searched for bracelets or watches, even though bracelets and watches are something we would never ever want to bid on as Fitbit because we're not in the fashion category, but if we know that Sonya has previously visited a page on Fitbit or any page on Fitbit's website potentially, well, now that she's doing these fashion related searches, we might say, "You know what? Let's show our Tory Burch ad specifically for that product, which is a fashion product, in the search results in the ads there." That's pretty cool.
We can customize this in a ton of ways. You can imagine a bunch of different uses based on what people visited and then what they searched for. Of course, you can bid a lot higher for those types of ads because you know the prior behavior. You can also expect a much higher click-through rate and probably a much higher conversion rate from those ads because that person has already visited your website and is familiar with your product or your brand.
If you have their email address...
If you have an email address, or a social ID, or an app ID, or even a phone number actually, you can use Facebook and Twitter's custom audiences, which are pretty cool to do targeting specifically to people on Facebook or on Twitter whose email address you've uploaded. If a lot of people have signed up for your email newsletter or have started your product purchase process, maybe they went to Fitbit. They entered their email address to sign up, and then they never completed a purchase. We can get back in front of them using Facebook or Twitter custom audiences or using AdWords.
Actually, as of two days prior to us filming this, but probably a few days before, maybe a week or two before this Whiteboard Friday comes out, Google just introduced something called customer match in AdWords. You can upload an email list and then get it in front of those emails specifically when they're performing searches or across their display ad network.
You can do those via places like Retargeter and AdRoll and Google. Those are the CRM retargeting models and services. That's pretty cool.
Or their social ID...
If we have social IDs, for example, if you Facebook connect to Fitbit or if you connected via Twitter, I think you can also use Facebook's connection on Instagram for Instagram ads now if you're part of Instagram's ad program. A bunch of options there as well.
A few best practices before we finish here.
- First off, whenever you're doing any type of remarketing or retargeting through any of these types of services, make sure that you have smart burn pixels and burn pages, meaning if someone finishes the checkout at Fitbit, don't show them the ad any more. You don't want to keep marketing to someone who's already completed that conversion process. Likewise, you probably want to have a burn after a certain number of days. If you can see that after 8 days or 12 days or 15 days you just are getting very low click-through, very low conversion, you know what, maybe it's time to give up on the ad.
- You also want to be smart about limiting the exposure and/or changing the message. If someone has seen your ad four, five, or six times as they're browsing across the web, maybe you want to say, "Hey, let's either give them a new message or wait for them to visit again before we keep trying to advertise. Otherwise, we could be burning dollars and bids that could be better spent on other customers or other marketing channels."
- We want to customize based on behavior. I think one of the big advancements here is that remarketing, when it initially came out, used to be pretty dumb and pretty basic. It was, "Did they visit your site? Then you can show them this one ad." Now people have gotten way more sophisticated, and ad networks have gotten way more sophisticated. We can say, "Hey, they performed this action. We only want to be in this network. We only want to do this if they've done this specific group of things in a row or completed these processes." That can really improve your click-through rates, improve your conversion rates, and improve your targeting.
- Don't ever assign 100% credit to any one of these. Remember that whatever initially brought them to the website should receive at least as much, if not more, credit and investment than whatever brought them back to purchase. This is a way of recapturing folks, not an initial way. If you're assigning 100% credit, what happens is that you'll stop investing at the top of the funnel and soon you'll just be remarketing to the same smaller, shrinking group of visitors over time. That can get really dangerous.
- Don't limit ads to sales focus only. If you know that you can convert from other sources, from content, from multiple visits, from someone signing up for an email newsletter, from someone attending an event, from participation on your platform or in your community in a certain way, you don't need to only market the product that you are selling. I think this is something where folks have gotten very narrow. You can see some innovative companies doing some really smart stuff in retargeting and remarketing, looking earlier in their funnel and saying, "Hey, we know that 30% of people who do this activity will eventually become a customer of ours. So let's also remarket this activity, and we can bid a third of the price of whatever we know the conversion leads to directly."
- You can also try remarketing for really creative stuff. I've seen it for job ads, which I think is brilliant. If someone visits your Jobs page and you're having trouble hiring, hey, follow them around the web like a lost puppy dog. Get in front of them on their social networks. If they have been to an event of yours and you have their email address, you can now market through here.
Campaigns to influencers, I've seen some really creative content marketers who said, "Hey, you know what, we know that here's a list of journalists and bloggers that we've reached out to. We can take that email list and upload it." You need a minimum of a thousand email addresses for all three—Facebook, Twitter, and Google—for the CRM style stuff. Make sure that you have that many emails before you try and upload. If you do, you can get in front of those influencers with content. If that's leading to links and press coverage and stories and the bid prices are low, which they often will be, you may have some big advantages there.
Hopefully, I will see some very creative ads from all of you following me around the web. I look forward to discussion in the comments. We'll see you again next week for another edition of Whiteboard Friday. Take care.
One tip I will add here is to consider the pacing of your display ads.
Hop into your Google Analytics and look at two reports:
The first report will show you many days it took for your user to convert, while the second will show you how many sessions it took.
These two reports in combination are really important in determining how aggressively you should retarget people when they have visited your site.
For example, I'm looking at an e-commerce client right now. 76% of people who have converted have done so within 24 hours - but 80% of all users who have converted have taken 5 sessions or more to convert. I can look deeper into this by selecting the "Time lap > 1 day segment", and so of those 76% people who convert in a day, I can see that it's 82% of people who have taken 5 sessions or more to do so.
So what does that tell me? It tells me that people are entering and leaving the site multiple times within a very short window. A likely scenario is that they're finding the products and then going away and doing a bit of price comparison elsewhere, or looking at a product or company review. The data is telling me I need to get these people back to my site as soon as possible - and so I need to aggressively retarget them.
By default, Adwords will set up your retargeting campaign with an even pacing and also restrict the number of times your ad will appear to someone within a certain time window. I want to get rid of that and bid more aggressively in the first 24 hours and have my ads re-appear many, many times within this window, and then gradually slow down and stop bidding in the days that follow (which you can also do in Adwords).
That's just one example - your mileage may vary. You'll also want to look at what content the user viewed on your site - for example, I might want to aggressively retarget all those who I know have viewed a product page and exclude others. And similarly, those who visited the site to view its blog content but have spent no time viewing my products - I might want to retarget them slowly over 30 days, promoting the latest blog posts as opposed to the product itself (something akin to what inbound.org is doing now).
Enjoyed this WBF. I love retargeting. I'm a strong believer if, done correctly, it is the most influential marketing channel you can use.
Bookmarking/saving your comment. I've never thought of this before. Thanks for sharing man!
Remarketing with content is a very interesting idea to try as well. Some people view a set of product pages, only to be left wondering what's their next move, and what is the right choice. If you can write content that has a strong influence in this process of decision making, then... Voila :) And it doesn't have to come from the same site- you can retarget visitors to your product pages (potential customers) with content from another site, boosting the persuasion effect.
Glad you found it useful. Retargeting those 'content consumers' as they were - or at least creating their group (eg users who have viewed /blog/* AND have NOT viewed /product/*) to exclude them from your other campaigns - is something I've had a good deal of success with.
More and more content is being written on content strategy now (hallelujah) and one thing that is repeated is to build up your seed list/influencer list. If you retarget these content consumers as well, you're hopefully persuading them to become content evangelists themselves.
Asked Rand what I think is the same tactic essentially- how to retarget influencers. If there is someone willing to provide a framework of a sort on how to approach this, I'm sure many from the Moz community would love to read the article.
Tom this is great advice. Thanks for sharing the tips.
Tom, further to your advice I decided to jump into analytics and check this out. Our data is widely different to your client, actually 73% of our customers convert within the first 24 hours. This came as quite a surprise as our products are high value items, so not many people actually leave to do further price comparisons or research.
Also just to add, I had a look at the path length. Although, this seems to me as the amount of pages the users visit before they purchase, not the number of sessions. Correct me if I'm wrong.
Cheers
Joshua
Tom, great comments. Can you talk a little bit more about how to accomplish the part of your comment shown below? I am interested in learning how to "slow down" bidding or perhaps capping impressions as time goes on.
"By default, Adwords will set up your retargeting campaign with an even pacing and also restrict the number of times your ad will appear to someone within a certain time window. I want to get rid of that and bid more aggressively in the first 24 hours and have my ads re-appear many, many times within this window, and then gradually slow down and stop bidding in the days that follow (which you can also do in Adwords)."
Nice Add on to the WBF. Thanks Tom
And some bad news...
Some of users are tired of being tracked by websites. So they installed Ghostery or iOS9/OSX El Captain with 3rd party adblocker or Firefox 42 with tracking protection. Yes - i'm one of those users.
Once this happen you can't track them you can't track them with tracking pixels anymore. You need to be creative with linking to social network profiles, subscribing to newsletters and/or other techniques.
And now good news... users with blockers are around 10-15% of all website users.
Great comment Peter. I've been talking to people with Adblockers as much as possible. What they say over & over is we blew it. We had a chance to just market but we blew it. "We" as an industry spammed them. Put video ads with auto playing sound that they can't turn off. Made sites much slower to serve ads on ads on ads.
So what's going to work? SEO - "I'll just search for what I want" is most common. Email - we know that will work until we're kicked out of inboxes. Social - yep, that should stick with us.
Adwords, SEM, PPC, paid social, all in trouble. Display, remarketing - deep trouble. Google wants to take SEO away more & more. Customers want to take Ads & PPC away more & more. The land we have to work with is changing & shifting and we definitely need to adapt.
I'm another WBF devotee. The element of this post which, I think, gets overlooked is #5 "Don't limit ads to sales focus only". This comes back to SEO basics and intent. What was the user looking for? If it was "Shirts like Rand Fishkin's" then sure, show them a product-related ad. If it was "Shirts like Rand Fishkin's under $50" then they're telling you they're a price-sensitive customer, probably now shopping around/researching with your competitors.
If you're in a long purchase process product (like I am, education) users go through a lot of long stages before getting to the Purchase stage. If they're just toe-dipping in the market (kicking the tyres) showing them ads to help with their Awareness of your brand will help. This process can be repeated with segmented, targeted ads for Research (your product details, USP etc.) or the Comparison stage (do their work for them, why is your product better than rival x?) etc.
Users are telling you all this information with the keywords they're using.
Rand,
When you talk about Burn Pixels, how do you generate burn pixel code? Would a burn pixel work the same way as excluding audiences comprised of users that visited your conversion pages?
Practices you indicate the end of the post are very good.
Thanks for sharing!
I am very pleased with this method, I find it very practical when it comes to getting customers and provide the user a contribution every day.
Hey Rand
Not sure how I missed this the first time around (Just came up in my feed from growthhacker now) as a HUGE retargeting nerd (its literally my core focus)
You cover some really great points such as ad rotation and basing campaign s off of interactions
One thing I often see missed and its basic sales 101 but if they don't convert immediately there's usually a positioning, education or timing point missing
Most people simply retarget with the original offer but by trying to assess the reasoning why they didnt convert and repositioning your offer, educating or helping to remove fear or doubts, then your conversions can skyrocket (Instead of just deep discounting your offer...)
We did this recently for a wetsuit company and managed to generate over $18,750 in sales for a $114 ad budget in just 48 hours
Rather than link directly to my site (which can seem kinda spammy) heres the article over on inbound https://inbound.org/articles/view/how-an-e-commerce-store-generated-18-750-in-sales-from-114-facebook-marketing-in-48-hours
Daniel Daines-Hutt
(Retargeting Nerd)
This is great steps on how businesses can re-target their customers, however I also believed that great relationship with the customers is a huge factor - I mean for the very first time they've purchased an item or product from the website, owner/staff should build and integrate "powerful customer relationship" and probably when they’ve successfully have that, “customer loyalty” will follow. This 2 aspect for me is the key for the customers to come again and see what’s new, businesses nowadays are highly competitive and they can do whatever it takes just to get that sales. On the other hand, If we're trying to see those customers that visited the website and maybe submitted their information’s and didn’t make a purchased – maybe there something wrong – but maybe, yeah, they can do the follow up email or posting in front of them on social media, But still there is no assurance that they will make a purchase and it’s a fact, businesses really don’t have to waste a huge amount of dollar for a single person or customer to purchased, maybe the good thing about having their emails can be the bridge to communicate with them, as long as they won’t opt-out on receiving emails from the business, and it’s possibly true that some customers might feel uncomfortable if businesses keep on sending them emails, Maybe that could lead them to opt-out, just think twice before sending out emails. In conclusion, trying to re-target and re-marketing visitors that have no history of purchasing, has no assurance at all, but the thing is at least businesses tried to reach out and make that sales.
Ohhh I thought this is Google Adword Campaign's automatic feature from its Cookies technology. Like when x visited your site once and search for relevant keyword the following day or week or month, x will see your website automatically on paid search results. Will someone enlighten me on this?
@Rand Fishkin: I don't really catch your 4th point in Best Practicies. For example, you mean that it would be better let's say in RLSA to have a bid adjustment with lower bidding ?
Re: #1 - be careful about evaluating remarketing (or display in general) on click performance alone. We're pretty conditioned to not ever click on banner ads bc of those stupid pop up free ipod things from 1999. Embrace the view throughs, or at least part of it.
#4 is key, just like assigning too much credit to affiliates can cause things to go awry. Of course remarketing looks great with last click attribution.
Would be curious to hear everyone's thoughts on RM strategies for up/cross selling as well. Fitbit releases the new fitbit 3.0 to track distance flown instead of steps taken (hey, who knows), do you go off a site pixel, email addresses, both, everything?
Either way, love seeing moz explore the paid side of the fence.
Thanks Rand, great Whiteboard Friday!
Whats your opinion about some other retargeting tools like exit intent popups and abandoned cart emails?
One thing we have to admit is remarketing is always the best option for increasing our CTR and improve our lead ratio. and another thing is adwords customer match is very good and advance technique for the remarketing concept. I really like this post of white board friday.
Whooooaa... Google AdWords Customer Match Targeting is huge. Imagine being able to target customers based on their e-mail address, but not only that, also being able to find similar audiences to the list you uploaded is a game changer!
I absoultly love WBF and I have to say that Rand is the Henry Rollins of SEO. And perhaps a bit calmer... But still, rock star.
Good post!
Great video, Rand!
We`ve done some retargeting in Facebook, Adwords and Vkontakte (aka Russian facebook) using email addresses of the leads, who signed up for newsletter or even registered in our services but than churn for some reason and the thing is that being a B2B company our leads sign up or subscribe for news using their work/corporate emails, while for social media and google accounts, they use their personal one. Thus, we were excited first whit this idea and when pushed the big list of emails to facebook and others, but were really frustrated as the end result the platforms just cut about 80% of these emails. They just could not find the match - the user wish such email in their service. So, the big problem for B2B can be an email match.
Remarketing works!
Moz ads have been following me around for years and I'm still here. Not to mention previously having been a Moz PRO user.
Thanks Rand for sharing Google customer match in AdWords. We have a client to really experiment this feature and hope it will improve the conversations.
Also it will be really cool if you can add a SCROLL TOP option for mobile screens. Thank you.
Clean Idea on Re-marketing...But Now all the big eCommerce sites like amazon, flipkart, snapdeal are doing the same thing in there website with heading Your Recently Viewed Items and amazon added one more step ahead View or edit your browsing history. Awesome re-marketing tricks are coming day by day.. Thanks A Lot Rand for Great #WBF....
Anyone have any experience placing burn pixels with Google and Facebook?
I love me some remarketing! I recommend using it minimium with every paid advertising campaign you implement. A nice easy way to get more value out of your paid advertising investment!
great
Before remarketing, it also helps to know why the user left in the first place. For instance, did they visit your site from an organic search? If they did but then found that your site somehow didn't meet their needs, no amount of remarketing will bring them back. The goal, then, is to make sure all aspects of the marketing campaign, from the website itself to the display ads, are truly targeting the right people.
You have mentioned a very possitive point Nick. for example if some one comes to your website by searching "White hat SEO techniques" that means that he/she is trying to learn SEO, in that case you might target them SEO Training Ads. True..
Hi Rand, great Whiteboard Friday!
One very important feature you forgot to mention when using remarketing is 'frequency capping'. This makes a great difference in the perception of your brand as being a 'stalker' versus providing a relevant offer/message.
Also, Adwords' Customer Match is great, but unfortunately not (yet) possible to use on the Google Display Network (except for Gmail and YouTube which are also part of the Display Network).
What do you think is a good frequency per ad per person per week?
Depends on your audience, id suggest starting with 15-25 ads per user per week. You don't want to be seen as aggressively "Stalking" them as this might put them off..
Rand and Mozers,
HELP! :-D
Does anyone know of a way to "score" a potential record to determine whether to display the remarketing tactic?
In other words, I already have a predictive model that determines the likelihood that a specific visitor will re-visit my site based on a remarketing ad. The trouble is that I need a way to apply the model, e.g. score the record, to determine whether it should be shown. I am looking for a way to do that using one of the targeting systems, but no luck so far.
I suppose I could use a nonparametric model like CART, and create custom audiences depending on the criteria of the terminal node, but was looking for something for flexible.
Any suggestions?
Many thanks,
Scott Clendaniel
Hello. My company did this for a pc retailer using statistical analysis and web data. Using their Adobe Analytics data we first determined what behaviors led to sales and/or potential sales. Then we used those variables to score customers 0-100 based upon their actions on the site. We captured that score in another variable so that we could monitor how it changed over time. The client also used the data for re-marketing. So for example, if a visitor had been to the site 3x in the past week and built out a potential pc they would get X score and be delivered Y type of content using Test & Target.
You can check out some of our other work here: maassmedia.com. We only do analytics and don't push any products or sell media.
Great, thank you so much!!!
Not a bad introduction to retargeting/remarketing for SEO folks. However, I would definitely like to learn more about pixels/cookies from this video. Digital Marketer has covered this topic extensively earlier this year.
What is the best service to help with your remarketing efforts?
Once again a great WBF Rand.
Over the last few months I have found myself starting to play with re-marketing ads a whole lot more and so far we are seeing some great interaction. But I have to say for me the Adwords Customer Match from Google is the one I am most excited about just at the minute. We have a 150K strong email list of which i'd say 75% are only prospects and we have gathered quite a bit of useful targeting data to determine when and how we remarket to them. I think we could see a real boost to our customer numbers once we have it up and running. I will reply to my post with any figures I get on potential increases etc.
It's a shame you cannot have one person lists as I would be following you around all day long.... Just with a big happy advert! :o)
You might be able to. Check out what this guy did with Facebook. https://mysocialsherpa.com/the-ultimate-retaliation-pranking-my-roommate-with-targeted-facebook-ads/
Hi Rand,
Thank you for this new Whiteboard.
This is a great way of following the users/customers all around. There are lots of tools out there, great for remarketing and I think we should test them in different percentages as a part of a strategy with more efficiency than just testing one tool at the time.
Best,
M.
@Rand i always wait for Friday to read Whiteboard Friday. This is the ultimate source of information.
Today i have few questions, kindly have a look: When you say Remarketing to People, what does it mean exactly? It is the targeted IP, Ge Location or Keyword ? Because how can we target each and every visitor to our website.
Hey Rand, glad to see this topic here on Moz.
Did some figuring out recently on how retargeting works. This emphasizes many angles I haven't even thought off. The comments as well, kudos to the community!
About #4- not assigning 100% credit on remarketing- we kinda did that, and our focus shifted so much away from what brought visitors in the first place, that we are now pausing the project for a while, figuring out how to get new visitors to the page.
Oh, and about remarketing to influencers? What is your advice? Simply copy paste e-mails, or first getting them somewhat familiar with your content prior? Say I have a very valuable piece of content I know your audience would love. How should I approach you with this tactic?
*Timetable of events- Rand answers this question >> his web browsing experience changes significantly from all the ads...
Remarkable post. I am using adwords almost for 12 years and for 2 years i am using remarketing. but idea of burning pixcels i great and cost effecting.
I love when Moz steps out of their traditional SEO-only style posts and creates content around paid strategies.
A lot of marketers or webmasters of smaller businesses sometimes stick to only SEO strategies and never bother to learn about the power of more advanced paid channels.
Loved learning more about remarketing. My day to day is more or less only SEO due to my job, but I would love to branch out and get a chance to experiment with stuff like this.
I think on Monday I might try to pick the brains of some of the folks on the display team!
As always, thanks for another great WBF, Rand.
Referring to the case mentioned inder RLSA, I had a small doubt that "Why would you show the ad of Tory Burch page on the keywords of Bracelet and Watches to Sonja?"
Its clear from her history that she does not want to buy a fitness wearable (she is search around for bracelet and watches), then why would you bring her (or a bunch of users like her) back to FitBit?
Thanks Man!!
Hi Rand, Seems a great post on Re marketing campaigns,I have analyzed some campaign performances for almost most of the businesses one thing was common is all, When it comes to ROI the re marketing campaigns use to one of the best conversing channels.Herein i can see a comparison report of all the channels, the best part is the remarketing as compared to search Ads, Email,sms or any other sources as well used for lead capturing.I may be wrong.Any ways as usual great post, Looking cool in Video :)
Peter Nikolow
And now good news... users with blockers are around 10-15% of all website users.
But I think it's increasing. Consciousness is growing in respond to global online invigilation.
This is fantastic. Specially the best practices which should be documented and kept to refer each and every time someone goes in and works on retargetting. I think WBF for formats and documentation for team building would be great too.
Hey Rand,
Good to watch you, well I am going to ask something, correct me if I am wrong. According to me, customers became very smart these days, so if they came to the site and did not make purchase, that means they don't like your product or may be the product they are looking is not available on your website at the moment.. And another chance is, if they like any service, product, etc then they will definitely buy, does not matter you show them ads or not .Then why should need to irritate them by showing unwanted ads again and again?
I wish to ask you, the shirt you wear only because you like it, so if you don't like any shirt and I will show you it's ads then will you buy it, only because I am showing you again and again? I think re-marketing works very few times only when costumers left the site by mistake or the thing they was looking and you shown them the same ads. Costumers always buy only those things which they like, it's human nature..
This is what my thinking, please let me know I misguide...
You're thinking too narrowly with your theory. Only a small percentage of users won't like the product they have seen on your site, afterall they've probably landed on your page through adwords or organically, so they have been searching for your product and they have great intent to purchase. The majority of people who don't purchase on their first visit have either got distracted, not been ready to purchase or done price comparisons elsewhere. It's smart marketing to retarget these users as they have already shown an interest in your product/service.
Hey Joshua,
I appreciate you for a detailed response but sorry I will not be 100% agree with it. Well, you are right, but the way you think is not everybody's thinking. Let me explain you why, you said majority of people don't purchase on the first time, but I think showing them the same ads again and again does not mean they will buy it, make sense?. I also mentioned in my previous comment that, re-marketing works, but sometimes, not everytime.
Also, costumers came to your site and show interest in your product/service means good for you but sometimes as a human nature if we see the same thing again and again which we don't like make us feel irritate..And I am telling this thing because I have faced this problem and even felt as costumer too when i visited a ecommerce site here in india (don't want to share the site name) for buying a t-shirt on my birthday and I just got frustrated from the same unwanted ads even after leaving that page. So, we should keep in mind that there different kind of buyers minds who make purchased on the first time, there is no data which can proof that costumers never buy stuffs on the first time..
Anyway, I hope you take it positively and understand my point :)
Thanks Rand.
Once You have done good job again #Rand. Interesting and informative post...
Regards:
Retargeting is a powerful tool but it comes with a price more than just CPC!
Be wary of how retargeting affects site speed. I see high conversion rates for retargeting sessions, but that's at the expense of having every single new user download a whole host of tracking cookies which can cause serious speed issues, especially on mobile. Any third party component causes a big impact on site speed, but the nature of retargeting and the many hostnames connections that is demanded can really stack up. On mobile devices, this effect is magnified.
This means that you're potentially inflating your bounce rate due to slow load times for new users, which might cancel out the gains you've made from retargeting (or worse)!
My advice is to retarget sparingly and keep a close eye on how many third party connections are being spawned.
https://www.nccgroup.trust/uk/about-us/newsroom-and-events/news/2015/june/what-are-third-party-components-doing-to-your-site/
If you have time, watch this excellent presentation.
Also, Rand, nice to see you have a new green marker.
Hi Rand,
Thanks for the whiteboard. Can anyone help me please? Actually i have a client from UAE, I didn't ever work in this market. so little bit confused about it. Can anyone tell me how the seo tactics use in UAE market?????
My Friend Peter Just Took Keyword Research To The Next Level Check out the Review I Did for his new App . The P1 Targeting App. >> https://alphaaffiliate.wordpress.com/2015/10/11/p1-targeting-app-review-by-alpha-affiliate/