If you haven’t heard of remarketing then you’re wasting your marketing dollars. The concept is simple, when someone visits your website or blog, you “tag them” using a simple code snippet (provided by Facebook, Google, YouTube, Twitter, etc), then you’re able to target that person with ads from your company as they navigate around the internet or on that social network.
Crazy right? I know… now, here’s where things get interesting and what’s different about how I use remarketing.
I run PAID ads to high quality CONTENT (like this blog post) that lives on my website, then I tag the visitor (you) and serve hyper targeted ads to them based on what they clicked and viewed on my site.
It’s a subtle change that increased all my marketing metrics.
Some are calling it the great pixel land rush. I would agree.
Video Transcript
The concept is simple. It’s called remarketing, retargeting, tagging or pixeling a user.
Most people run paid ads to some kind of conversion or sales page.
What I’m doing now is running ads to content – high quality content, not an optin form or sales page. The reason is simple. In today’s world, people are getting fed up with seeing ads (banner click through rates have gone through the floor), they aren’t really engaging in the ads and people don’t want to be sold to.
What you can do instead, is find high quality content: viral content, images, videos and stories, and promote those with a link to your website or your blog. When people clickthrough your ad to your site – you then tag (a.k.a pixel) to remarket them.
I like using the term tagging because it says to the visitor, I’m going to tag you as somebody who has been to this website, and in the future, I can choose to target ads on multiple different platforms just to that user.
Instead of showing ads to everybody – people who may not have the intention to buy or even the interest – you drive them to high quality content that is relevant to what they are interested in, the kind of problems they are having and the solutions that you offer… and then you can show them a more targeted ad after the fact.
With the engagement rates going down so much on specific ads, the real power and magic going forward will be running paid ads to great content, tagging those users, then later running ads to those tagged users.
It’s a strategy that works on all of the platforms: facebook, google and twitter and pretty much any new, modern advertising platform will also allow for this.
A lot of people may have heard of this concept in the past, but didn’t really understand how it worked. It’s a really simple concept – it’s saying when you visit this page, I’m going to tag you and I’m going to show you ads later.
If you want to watch this tactic actually happen, go to zappos.com and click around on some shoes or go to amazon.com and click around on different products.
As you navigate the web, most of the time you will actually see ads for the shoes or products following you around the internet.
For a lot of people they might find that annoying (and I might be one of those people!) but the truth is, it’s a really great way to re-engage or remarket to an existing visitor that’s already been to your website.
It’s a strategy that I wanted to share with you because I think in the future it will be the way to really maximize your advertising dollars and for me, it’s all I’m doing right now.
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Do me a favour and leave me a comment below, letting me know if you are retargeting, remarketing, tagging or pixeling users or if you are using other strategies that are really dominating or killing it for you.
