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What Google’s New Ad Settings Mean for Your Remarketing Campaigns | WordStream

What Google’s New Ad Settings Mean for Your Remarketing Campaigns | WordStream | The MarTech Digest | Scoop.it
Fresh on the heels of Facebook announcing a major overhaul of how its News Feed delivers content to users, Google has decided to get in on the user experience party, too. Per an announcement from Jon Krafcik, Google’s Group Product Manager of Data Privacy and Transparency, the search juggernaut is building on the “Mute this Ad” feature it rolled out in 2012.

In short, Google is giving prospects more ways to avoid our attempts at wooing them with remarketing ads.
CYDigital/marteq.io's insight:

What Google’s New Ad Settings Mean for Your Remarketing Campaigns | WordStream

 

It's a dent into remarketing across the Google advertising network. Just. Be. Relevant.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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How to Optimize a Remarketing Campaign That Delivers - SEMrush

How to Optimize a Remarketing Campaign That Delivers - SEMrush | The MarTech Digest | Scoop.it

"The purpose of remarketing is to catch up with visitors after they leave a website and re-engage them in an attempt to bring them back to the platform. In general, over 90% of people visit a website and leave without converting. The key benefit of remarketing is it gives brands the opportunity to get in front of the eyes of those who have already expressed interest. The desired outcomes are to:

  • Recover bounced website visitors and turn them into customers.
  • Gain repeat visitors.
  • Increase brand awareness.
  • Strengthen SEO and content marketing efforts.

 

Although the concept of remarketing can take many different forms, the message is typically a reminder to complete an action or to present new, personalized content to help prompt a buying decision.

An AdWords-based remarketing strategy is multi-faceted and requires a comprehensive approach, in order to complement your PPC strategy. Let’s dive into the finer details."

CYDigital/marteq.io's insight:

One of the best articles on the topic that I've seen. Full of the information you need.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Why Every B2B Business Should Do LinkedIn Remarketing - Inc.

Why Every B2B Business Should Do LinkedIn Remarketing - Inc. | The MarTech Digest | Scoop.it
You might have heard about LinkedIn Matched Audiences. That's an all-encompassing expression that refers to the various types of LinkedIn remarketing.

In this article, we'll just cover the option that enables you to show your LinkedIn ads only to people who've visited your website. That way, you can get a "second chance" at potential customers you've found with content marketing.
CYDigital/marteq.io's insight:

This is a step-by-step instructional, making it quite easy to execute.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Why You Need to be Doing Remarketing and Retargeting—Now - V3B

Why You Need to be Doing Remarketing and Retargeting—Now - V3B | The MarTech Digest | Scoop.it
Retargeting:  Based on your activity on its website, a brand harnessing the power of retargeting uses cookies to strategically place ads for you to view elsewhere on the web, even while doing something entirely unrelated to shopping. It’s that simple.  Conducted through third party networks, retargeting is an affordable solution to reach leads. In addition, it packs a big ROI punch: Retargeting boasts average click-through-rates (CTRs) up to 10 times higher than regular ads. It’s also accessible enough that even social media giants like Facebook have retargeting options that cater to businesses of all sizes.

Remarketing: Remarketing is all about email. It's all about reengagement campaigns.
CYDigital/marteq.io's insight:

STRONG recommendation: retarget before engaging in social advertising.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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5 Remarketing Lists to Boost Search Ad Performance - Search Engine Journal

5 Remarketing Lists to Boost Search Ad Performance - Search Engine Journal | The MarTech Digest | Scoop.it

"Remarketing lists for search ads (RLSAs) allow Google AdWords users to customize search network campaigns to target users who have completed a desired action on their website. This targeting can allow advertisers to target a specific audience already familiar with the brand, while leveraging budget to maximize ROAS.

1.Increase Bids for Users That Have Visited Your Site an Optimal Number of Times Before Purchase
2. Turn High-Value Seasonal Customers into Repeat Buyers
3. Increase Bids for People who’ve Completed a Micro Conversion but not yet Made a Purchase
4. Target People who Spend Over Your Average Order Value
5. Customize Search Network Targeting via Google Customer Match"

CYDigital/marteq.io's insight:

Yes, it's eCommerce slanted, but you can see how it can be applied to B2B.

 

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Tailor Your Ads With Dynamic Remarketing: Google Best Practices - Google

Tailor Your Ads With Dynamic Remarketing: Google Best Practices - Google | The MarTech Digest | Scoop.it
1. Activate dynamic remarketing ads
Make sure your tag's custom parameter ID value matches your feed ID value.
Why: This allows the dynamic remarketing ad to show people the exact product or service they viewed in the past.



2. Set up high-quality business data feeds
Include your full catalog of products with relevant images, titles and prices.
Why: This can lead to a positive impact on your click-through rate and conversion rate.



3. Provide complete product data
Prioritize your bestsellers and provide complete product data for those items.
Why: Starting with your top performing products and services allow you to maximize the returns that feed optimization can bring you.



4. Keep your business data fresh
Maintain an accurate, compliant and updated feed.
Why: The system disapproves inaccurate or incomplete feeds because they create a bad user experience. That means your dynamic ads won’t show.
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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How to Setup a Google AdWords Remarketing Campaign - Portent

How to Setup a Google AdWords Remarketing Campaign - Portent | The MarTech Digest | Scoop.it
There are three core components of setup required to create and activate a remarketing campaign for your Google AdWords account.

1. The first step is to create an audience to remarket to. This remarketing audience is used to pool website visitors who then can be remarketed to. Called a ‘remarketing list,’ the audience specified is essentially a collection of users who qualify based on requirements set by an advertiser.

2. The second step required in this process is to create a remarketing campaign within your Google AdWords account. Creating this kind of campaign is similar to the standard campaign setup in AdWords.

3. Lastly, advertisers need to add a series of text or image ads into the created campaign. Through this blog post, we will show how to upload image ads into your campaign for remarketing purposes.
CYDigital/marteq.io's insight:

Simple! CT for details.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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The 4 Cs: A recipe for precise remarketing campaigns - Search Engine Land

The 4 Cs: A recipe for precise remarketing campaigns - Search Engine Land | The MarTech Digest | Scoop.it
The 4 Cs stand for content, cookie duration, creative and context. 

Content: This is the area of your site that somebody has visited. You don’t need to segment every page of your site here with its own audience and ad group. You want to create audiences that are grouped by the likelihood to convert.

Cookie Duration: For most sites, recent visitors have a higher likelihood of converting than less recent visitors. The right cookie durations to use for your remarketing audiences will depend on your product and funnel. 

Creative: Refers to the type of ad that you are serving to your audience.

Context: Context refers to the placements on which your ad is appearing. Context is a strong signal of intent and readiness to move down the funnel; a person is much more likely to convert to a B2B software lead when they are browsing software-related content than they are when they are checking the weather.
CYDigital/marteq.io's insight:

CT for more details. Nice primer.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Twitter Simplifies Remarketing and Custom Audiences with Universal Website Tag

Twitter Simplifies Remarketing and Custom Audiences with Universal Website Tag | The MarTech Digest | Scoop.it
Remarketing requires the use of tracking codes inserted into your website, and implementing them poses its own challenges, both in terms of technical expertise and time. To simplify the process, most platforms are now moving towards universal code – customized tags which can be entered on your site just once, then utilized over and over for different purposes, as opposed to having to insert a new tag every time you want to track something. And now, Twitter’s joined this trend, introducing a new universal website tag for all advertisers, globally, to help them better track and utilize web traffic data.

As detailed by Twitter:

“Previously, you needed to create a new snippet of code for each conversion event you wanted to track and each tailored audience you wanted to build. With the universal website tag, you can install a single snippet of code — the universal website tag — across your entire website by placing it in a global page header, on every page of your site, or in a third-party tag manager. Once installed, you can use the universal website tag to easily create and manage conversion events and tailored audiences without making any additional changes to tags on your website.”
CYDigital/marteq.io's insight:

FYI.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Is Remarketing the New Free? - Duct Tape Marketing

Is Remarketing the New Free? - Duct Tape Marketing | The MarTech Digest | Scoop.it
One of the more effective ways to use retargeting in a gentle lead nurturing sense is by using Facebook’s retargeting tool.

You simply run sponsored ads at highly targeted, useful content or a series of content and let Facebook tell you who visits and consumes the content. Once this mechanism is in place, you can start building custom audiences of the people that visited your free content with the knowledge that they may indeed be interested in a more substantial version of the content in exchange for an email address or opt-in.

This approach, while requiring more patience, opens up a much larger potential audience and will likely make your list conversions triple or quadruple.

Here’s a nice little tutorial on Facebook retargeting from Social Media Examiner


marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital/marteq.io's insight:

Please click through for more details. But please consider remarketing as a part of your program.

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How to Effectively Use Remarketing (Infographic) - Kissmetrics

How to Effectively Use Remarketing (Infographic) - Kissmetrics | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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Remarketing to People That Have Already Visited Your Website - Moz

Remarketing to People That Have Already Visited Your Website - Moz | The MarTech Digest | Scoop.it
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. 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.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital/marteq.io's insight:

Click through for Rand's 9 minute discussion.

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5 Retargeting and Remarketing Tips for Beginners - SumAll

5 Retargeting and Remarketing Tips for Beginners - SumAll | The MarTech Digest | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

CYDigital/marteq.io's insight:

FYI: Twitter is managed differently than Google.

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8 steps to creating a search remarketing campaign - VentureBeat

8 steps to creating a search remarketing campaign - VentureBeat | The MarTech Digest | Scoop.it

Digest...


Step #1: Code Your Site

Step #2: Determine and Create Your Audiences

Step #3: Identify Your Cookie Period

Step #4: Choose Your Keywords

Step #5: Choose or Create Ads

Step #6: Map Audiences to Campaigns

Step #7: Set Your Bids

Step #8: Be a Scientist

 

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CYDigital/marteq.io's insight:

And yet another primer on remarketing. It's a remarketing kind of day.

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The Beginner's Guide To Remarketing: All The Basics And A Few Secret Tricks - Forbes

The Beginner's Guide To Remarketing: All The Basics And A Few Secret Tricks - Forbes | The MarTech Digest | Scoop.it

Digest...


When creating an ad for your remarketing strategy:

Include a strong call to action. This should go without saying. Make sure there’s a prominent button and a strong reason for users to click.

Keep your ad consistent with brand standards.Anything outside of your traditional logo, colors, and voice could make users leery and reduce their likelihood of clicking.

Use an ad that can work consistently across multiple ad sizes. This way, you can maintain a consistent message and feel while maximizing your potential placement. Not all sites will support every ad format.

Use multiple formats. If your main ad is an animation, be sure to include a still image version and a text version in each ad group as well. This will ensure some visibility even in sites that do not support animations or image ads.

 

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CYDigital/marteq.io's insight:

An excellent primer on the to do's behind getting remarketing going with Google.

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Retargeting Marketing: 278% conversion rate lift in 60 days - Sherpa

Retargeting Marketing: 278% conversion rate lift in 60 days - Sherpa | The MarTech Digest | Scoop.it

Digest...


Retargeting, also called remarketing, can be a very powerful tactic, particularly in the complex B2B sale.  This MarketingSherpa case study takes a look at a straightforward retargeting campaign that led to a 278% increase in conversion for a requested demo over the first 60 days of the effort.

 

Step #1. Conduct an audit of existing marketing activities

Step #2. Create the banner ads

Step #3. Identify prospects to retarget

Step #4. Execute the retargeted banner ads

After website visitors were cookied and placed in the retargeting campaign, they would begin seeing Postano's banner ads on websites that were part of the Google display network. 

 

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CYDigital/marteq.io's insight:

You could also say that this is a successful case study around the use of the Google display network. It may not be for you, but that doesn't mean retargeting should be ignored. Just the opposite: retargeting is a must-do for any B2B marketing effort.

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The Power of Remarketing in PPC [Infographic] - B2B Infographic

The Power of Remarketing in PPC [Infographic] - B2B Infographic | The MarTech Digest | Scoop.it

 

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Dos and Don’ts of Email Remarketing - ClickZ

Dos and Don’ts of Email Remarketing - ClickZ | The MarTech Digest | Scoop.it

Excerpt...


Don't

>>Send the exact same email campaign a few days later to your entire list or even non-responders.

>>Plan the efforts in a silo. Bring key digital stakeholders to plot how to best get the sale, regardless of channel. 

>>Don't skimp on killer creative and content and make sure it is compelling on mobile. 

>>Don't forget to test some of the seemingly minor things that could move the needle like call to action wording, pre-header.

>>Don't forget to leverage technology outside of the email channel - especially retargeting - which can potentially keep the engagement going after the email. 

>>Don't forget to deliver awesomeness to the inbox in some shape or form.

 

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CYDigital/marteq.io's insight:

Scooped only the don'ts, as they are more do-like. Pls click through for the rest.

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Remarketing - What it is and Why it is Important - #infographic - Digital Information World

Remarketing - What it is and Why it is Important - #infographic - Digital Information World | The MarTech Digest | Scoop.it

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The Power of Remarketing in PPC (Infographic) - Digital Marketing Philippines

The Power of Remarketing in PPC (Infographic) - Digital Marketing Philippines | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

Absolutely applicable to B2B. Any non-social inbound program needs to incorporate remarketing, especially with regards to the Rule of 7.

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Google AdWords RLSA: 3 Ways to Take Full Advantage - Search Engine Watch | #TheMarketingTechAlert

Google AdWords RLSA: 3 Ways to Take Full Advantage - Search Engine Watch | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


RLSAs become a very powerful tool for search marketers, especially as personalization continues as a trend across the digital landscape. Here are three things you can do to fully take advantage of RLSAs.

1. New Keyword Targeting

Are there keywords that typically don't perform well for you when targeted to the general market, but would be great keywords if you could only target previous customers? RLSAs allow you to do exactly that.

 

2. Bidding or Even Displaying an Ad

If you know a current customer is coming back and searching on a branded term most likely to service their account, you can choose to not display an ad or reduce your bid for that customer and allow them to use your organic search ad.

 

3. Targeted Ad Copy

Want to welcome back a previous customer, or cross-sell a specific product given a recent purchase? This ability is available via RLSAs. Having more than one ad copy in rotation was always best practice as a test, but testing that ad copy with data-driven insights can change the game.

 

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CYDigital/marteq.io's insight:

Remarketing Lists for Search Ads (RLSA): It should be a standard part of everyone's AdWords' arsenal.

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6 Best Practices in Remarketing - OMI | #TheMarketingTechAlert

6 Best Practices in Remarketing - OMI | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


-- >  Set clear objectives. It’s as true for remarketing as it is with any marketing practice: it’s hard to measure success without clear goals.

-- >  Test everything. You’ll see the best results from remarketing when you test every campaign you try.

-- >  Segment specific audiences. Set up website metrics that collect specific audiences from your site’s existing traffic – people who spend a certain amount of time on a specific product page, people who exit at the call-to-action page, etc.

-- >  Create custom messages. Craft your messages to your established targeted groups.

-- >  Limit your ads. To avoid annoying followers or turning off your audience, implement limits as to how and when your remarketing efforts will display.

-- >  Use remarketing in multiple formats. There is more than one way to use remarketing, so don’t let yourself get locked into the box of thinking it’s only about Google AdWords or only about your PPC campaigns. There is also email remarketing, site remarketing, search remarketing, social media remarketing, etc. Each one presents potential value for converting specific groups of leads into customers.

 

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CYDigital/marteq.io's insight:

The last point is the best point: using remarketing in multiple formats.


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The Complete Guide to AdWords Remarketing Best Practices | WordStream | #TheMarketingAutomationAlert

The Complete Guide to AdWords Remarketing Best Practices | WordStream | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
Learn best practices for Google AdWords remarketing from top to bottom in this complete guide to getting AdWords retargeting right!


Advanced/ Introduction...


Since AdWords remarketing launched back in 2010, it has gone from strength to strength with new features and functionalities, from building lists with Google Analytics to Dynamic Remarketing. These ever-improving functionalities have made it even more important for advertisers to be creating and optimizing remarketing campaigns with best practices in mind. This post a complete list of best practices and tips to help you get the most out of your AdWords remarketing campaigns.

 

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CYDigital/marteq.io's insight:

The best guide I've see covering AdWords Remarketing! If you're an AdWords advertiser, here's your starting point!

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Amanda Devenport's curator insight, May 28, 2015 4:09 PM

This article has a good balance between best practices and AdWords tutorial.