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Tag Archives: remarketing

Time is closing in for online retailers as the number of holiday shopping days dwindles. It’s more important than ever to recapture shoppers who added items to a cart, then left without purchasing.

In fact it’s possible to succeed in bringing back shoppers and having them purchase.  Read the latest from our CEO Dan Yomtobian in his article Reconnect with Abandoned Shopping Carts appearing on ZDNet. Remarketing is a very effective approach. The proof is in the numbers!

Happy holidays and happy shopping!

–The Advertise.com team

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If you haven’t yet read about the new Comscore study,  “When Money Moves to Digital, Where Should It Go?,” we’ve got you covered. Just read on for the highlights you’ll want to have handy for those water cooler chats you know are in your future.

Researchers analyzed the effectiveness of 103 online display advertising campaigns from 39 advertisers covering seven industries.  They looked at six media placement strategies including Audience targeting, Contextual targeting, Efficiency pricing, Premium pricing, Retargeting, and Run-Of-Network ads.

The upshot? Remarketing far surpassed every other strategy for delivering impacts.  It provided a moderate level of reach, indicating that this is a must-do for every marketer.  Below is a plot of the effectiveness of each strategy by lift in search and site visitation overlaid with the relative reach of the strategy, as evidenced by the size of each bubble.

Overall the study reinforces the value of Remarketing by highlighing that it’s not the click that’s the driving force –it’s the view.

Here are some highlights:

–Searching using trademark terms demonstrates a clear interest in a brand and a desire to learn more about it. Retargeting generated the highest lift in trademark search behavior at 1,046%.

–Remarketing performs significantly better than the other placements. This is likely due to the fact that consumers being retargeted have already expressed an interest in the brand and are prequalified.

–In building the model of branding effectiveness, one strategy clearly outperformed the rest: retargeting. This strategy works well in every scenario and should be considered for both direct response and longer term branding objectives.

–RON in combination with ‘retargeting’ would drive both short- and long-term effects at scale.

comScore vice president of Advertising Effectiveness Anne Hunter noted that one of the key findings is just how effective Retargeting is at generating lift. “However, if marketers want to continue to enjoy the benefits of this highly effective strategy, they must also deploy it responsibly and in a manner with which consumers are comfortable.”  In fact that is just the stance we take (see “Remarketing’s Sensitive Side.”)

For even more of the nitty-gritty details on the study, check out MediaPostAdotas or many of the other search- and marketing-themed sites.

–The Advertise.com team

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Our CEO Daniel Yomtobian was invited to speak on the Intro to Remarketing Panel at SES San Francisco. Below is the excerpt from his presentation introducing Remarkeitng; What it is, How it works and its benefits. Enjoy!

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We’re still recovering from all the mayhem–in a good way!– that was Search Engine Strategies San Francisco. Advertise.com CEO Daniel Yomtobian presented an introduction to remarketing and joined in a panel discussion on the topic. Remarketing is a topic that’s near and dear to us and Daniel was honored to be invited to participate.

It was an especially fortuitous show for our iPad winner Conor Dixon (in pic at left along with Advertise.com team members). Video drawing:

We caught up with Conor about his win:

What is TrinityLevel Marketing and what do you do for the company? Trinity is my company I founded. We are a small ad agency that deals primarily with elective medical companies (plastic surgeons, medspas, lassie surgeons) but also work with many other small businesses. We specialize in persuasive messaging, and handle all traditional and online forms of media.

Who was the first person you told after you won and what was their reaction? I told my company partner here and they were pissed cause they were jealous!

Have you ever won anything else? Not this big. I won a golf club once and some other small crap I can’t remember like a hat or t-shirt from a beer company.

What do you plan on using the iPad for? Everything. I work in creative and I use all Mac stuff, and I travel a lot so pretty much I will use all of it’s capabilities. I’m emailing you on it right now!

Congrats, Conor! Check out some other pics from the show. Great show all around!

Till next time,

The Advertise.com team

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Being ingrained in the online marketing industry we like to think we’ve seen it all. It would be downright selfish not share some of the successful campaign ideas we’ve seen implemented by our advertisers. By now the ad industry is catching on to the power of Remarketing so we’d like to share some non-traditional approaches on getting the most out of Remarketing. These ideas may be slightly off the beaten path but they prove to be innovative ways to utilize the Remarketing technology.

Remarketing at its most basic level allows marketers to get in front of viewers who have already shown interest in a product or service by following them and showing ads for the product or service they initially eyed as they surf elsewhere on the Web.

Virtual Newsletters:

The point of sending a newsletter emails are to keep your customers in the loop with what’s going on at your company and stimulate more business. Depending on the audience, you might be informing them that you have a sale running or that you have new line of merchandise on your website.  But there are some limitations: 1. You need the users email 2. You can’t send the same email multiple times because that’s spamming.  But what if you could target your previous visitors with your newsletter in banners with updated info about your company?

Enter… Remarketing. Remarketing can be used sort of like a mini-newsletter providing your visitor with news and information about company news, product releases, or promotions, it’s up to you.  Here’s how it works: a customer visits your site and leaves.  July rolls around and your site has a new feature, product or sale. While the visitor is off in cyberspace they see your ads with your messaging along with the relevant details. You’ve just taken your newsletter online to your past users without a single email address…awesome right?

Audience extension:

Audience extension can be a very powerful way to utilize Remarketing. The best way to explain what this can do for your online marketing strategy is to give an example:

Let’s say you are a frequent blogger and have garnered enough viewers to sell ad space. Your blog, SkiingBlog.com has thousands of viewers but doesn’t quite hit the desired viewership that one of your advertisers, SkiGloves.com is seeking.  What to do? Rather than leave advertising money on the table, think creatively with Remarketing. If SkiingBlog.com has already tagged its visitors with the intent to follow up and encourage them to return, you can instead offer this ad inventory to SkiGloves.com.  Practically speaking, this means that if a visitor comes to SkiingBlog.com, leaves and heads to their favorite Sports or News website, he will be served  an ad from SkiGloves.com.  In turn, the viewership of ads on your site is exponentially larger adding in the viewers on sites like SkiingMagazine.com

Phew! That was a mouthful!!

So you see, Remarketing can be used for many different online marketing campaigns. While in its traditional form Remarketing has proven to boost ad response up to 400%, these are just a couple of creative ways to get more of a good thing.

Happy Remarketing!

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Remember the “helping hand” from those Hamburger Helper commercials? He always came just in time to help enrich dinner for the busy family finally giving them some quality time. We at Advertise.com like to think of ourselves as the helping hand for shopping carts–we find users who have abandoned shopping and use our secret blend of herbs and spices to bring them back to convert! How do we do this? Our secret recipe: Remarketing.

Recently we came across some research from SeeWhy that sparked our interest, according to their findings, below are the top 5 reasons why users leave the checkout process when buying online:

1. Shipping and handling costs were too high 44%
2. I was not ready to purchase the product 41%
3. I wanted to compare prices on other sites 27%
4. Product price was higher than I was willing to pay 25%
5. Just wanted to save products in my cart for later consideration 24%

These numbers aren’t shocking; we’ve all been there, about to press the “purchase” button when something stops us. In fact, SeeWhy found that the shopping cart abandonment rate is currently 71 percent. That means that more than 7 out of every 10 customers that start a shopping cart process fail to complete it. And during 2009, 88 percent of U.S. online customers abandoned at least one shopping cart, or 136 million people in total.

That’s a lot of abandonment going on, and while there is no way to avoid shipping and handling costs, there is a way for retailers to get back in front of those individuals who have left their site.

SeeWhy goes on to note “This is where remarketing is absolutely essential. Website visitors that have just abandoned a shopping cart are your very best prospects. After all, they almost purchased…but didn’t quite.”

Remarketing empowers marketers to get in front of viewers who have already shown interest in a product or service by following them and showing ads for the product or service they initially eyed as they surf elsewhere on the web.

This means for the percentage of people that leave a site because they aren’t ready to purchase or they are comparing prices, a retailer can reengage with that visitor through a targeted advertisement. These ads can be specific to the product that they were originally debating, or just a friendly call to action like “Free Shipping” or “10% off”.
Harking back to the results of our survey with SEMPO, to back up SeeWhy, in our research we found that Remarketing is the most underutilized online marketing technology.

Remarketing is underutilized and shopping cart abandonment is sky high. Coincidence? We think not.

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Remarketing…retargeting…behavioral targeting…all terms that you’ve probably heard. Recently they have become almost as popular as the Justin Bieber and more scandalous than Lindsay Lohan. In light of all the recent news surrounding this technology we felt compelled to debunk all the myths that have come up. So here are the Top 4 Remarketing Myths we’re here to clear up.

Myth 1: Remarketing invades consumers’  online privacy

When you first hear about Remarketing, it’s natural for some to think first about consumers’ privacy. How does an advertiser know someone visited their company’s website? Are advertisers taking personal information and selling it to other advertisers? Do others now have access to this personal information? The answers are 3 fold: 1. no, 1. nope and 3. absolutely not!  Advertisers utilizing Remarketing know when someone visits their site because they are able to anonymously “tag” them with a cookie, not unlike one you would receive from a shopping cart remembering your order or a website’s analytics code. Nothing about the visitor’s personal information is known except that they visited a particular website. This “tag” stays with the visitor when they leave the advertiser’s website and allows advertisers to serve a relevant ad later in the visitor’s internet surfing.

Myth 2: Billing on views is not an effective way to advertise

There has been a lot of controversy when it comes to attribution with Remarketing. Some advertisers are concerned that paying for “the view” rather than “the click” is not an effective way to increase ROI.  To bust this myth, we are turning to cold hard statistics. A recent study from comScore (reported by ClickZ)  showed that Americans are 49 percent more likely to visit an advertiser’s site if they have previously been exposed to display ads. As the report states, “display advertising, despite a lack of clicks, can have a significant positive impact on consumer behavior.” We see display ads all the time and they may not always compel us to go to that particular site immediately. But just “viewing” that ad keeps that particular product top of mind when we do go back and search.

Myth 3: Low Return on Investment

Advertisers face the pressure of ROI and have to ask themselves “what did that ad do for my business?” Often this question is posed with a short-term view. This desire for an instant result has given Remarketing a reputation for having a positive, yet low return on investment. The longer term view presents a more accurate picture in this case. When it comes to Remarketing the ROI is incremental, meaning the return is built over time. The advertiser is only targeting their past users, so it may take multiple views of an ad for it to resonate. Additionally, the ability to segment the users based on their interests is key.  A targeted message is often what captures the attention of a user and compels them to come back and convert.

Myth 4: Low Engagement: users aren’t interacting with the Remarketed ads

The last myth we keep hearing time and again is that engagement with Remarketing ads is low. We can only imagine this myth is a result of a misuse of the technology. When Remarketing is used correctly and users are segmented properly we have seen user engagement rise 300-400%! This brings us to our next teaser; advertisers should look for networks providing a Remarketing technology that targets users not only by the sites they’ve visited but by the products they researched…

All four of the myths above have contributed to the slower-than-expected adoption of Remarketing technology. We hope that education will increase Remarketing’s utilization in the industry.  At Advertise.com we have retained 98% of advertisers that tried Remarketing, making our advertisers a belieber believer.

-The Advertise.com team

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