What is remarketing and retargeting? Defining our objectives and purpose

Isaac Rudansky
A free video tutorial from Isaac Rudansky
Certified Google AdWords Pro |Co-founder of AdVenture Media
4.6 instructor rating • 4 courses • 202,539 students

Learn more from the full course

How Retargeting Works–The Complete Guide To Retargeting Ads!

What Is Retargeting and How Does It Work? Learn Remarketing Secrets That Will Help You Convert Your Abandoning Visitors!

08:25:16 of on-demand video • Updated June 2016

  • Profitably set up, manage and optimize professional retargeting campaignis
  • Use advanced retargeting techniques to stay in front of your most engaged website traffic
  • Setup advanced retargeting and remarketing audiences in Google Analytics and Google Adwords
  • Track sophisticated characteristics of your website visitors to be used in your retargeting campaigns
  • Deploy your remarketing and retargeting tags through Google Tag Manager
  • Understand what retargeting is and how it works
  • Understand the technology underlying every retargeting and remarketing campaign on the web
  • Choose which website visitors you want to spend money retargeting to, and which ones you don't
  • Understand your website visitors psychologically, and understand where they are in the funnel
  • Plan your retargeting lists and audiences to maximize profit
  • Save time setting up your retargeting and remarketing campaigns by using advanced tips and shortcuts in Google Tag Manager
  • Use Google AdWords to set up and manage your retargeting campaigns
  • Use Google analytics to analyze your website traffic to enhance your pre-exisiting retargeting lists
  • Expertly use the Google Analytics audience builder to lay the groundwork of your retargeting campaigns
  • How to use affinity audiences and in-market segments to enhance your retargeting campaigns
  • How Google Adwords and Google Analytics integrate and share retargeting and remarketing lists
English Your marketing fans and highballs Well it's about 4:30 a.m. here in New York and I can see that. And I would probably start off on this horse tomorrow morning but I guess my sleeping patterns had had other plans for me but either way I'm excited. I'm full of energy looking forward to get some getting started. First things first. Retargeting remarketing Is there a difference between the two. No there's no difference whatsoever between remarketing and retargeting. Just people call different things. Second of all if you see me looking down at down here off the camera it's because I'm looking at my computer screen. My iPad have notes. It's not because I have a hard time making eye contact. So forgive me if I look away from the camera here and there it's because I'm just referencing the course material that I have written out. Let's define remarketing remarketing is not a tool it's not a technology platform. It's not like a software like Google ad words remarketing is a concept. It's a technique and remarketing refers to the act of showing ads to people who have engaged with your brand already for our purposes. When it comes to digital online remarketing remarketing refers to showing ads to people who have been on your Web site already and that's the definition of remarketing. Thank you very much. We'll go on to the next course. I'm just kidding. That would be silly. So one thing that you guys as business owners entrepreneurs marketing internes marketing managers whoever you may be your product is not as good as you think it is. And I mean that in the kindest least offensive way possible. A research study done by Nielsen in conjunction with Google showed that even major major brands it took their consumers on average six visits to their Web site before they made a purchase. So that's a pretty incredible statistic you guys most of you're probably tracking Google Analytics on your on your web sites on the landing pages on your apps. And I would say it's pretty accurate. And maybe it falls within a range but you probably are getting about a 1 to 3 percent conversion rate for people that say filling out a sales form or buying a product one to three percent. And another study that was released by Firestar research shows that on average only 3 percent and that's that's on the high end 3 percent of people are going to convert and take that desired action on their first visit. It's usually people who converge on their first visit or are generally people who are mining something impulsively. They're generally people who are buying cheap products. It's very rare for a B2B business to business service like let's say for example outsourced accounting or somebody who's hosting a training seminar. It's very very rare for them to have a 1 percent conversion rate it's usually a 3 percent conversion rate it's usually even much lower than that. So that's why it's so important to have remarketing slash retargeting in your marketing mix. It's become a crucial crucial component of being able to increase conversion rates and to make your digital campaigns more successful and more profitable. It used to be many years ago that a lot of other a lot of companies had an easier time converting visitors on their first visit. And if those visitors didn't convert initially they would generally come back on their own. But because there are so much more competition there is so much more comparison shopping Internet speeds are so much faster. There's so many different devices with which we could interact with brands and with and which brands could use to interact with their consumers you really need to be able to cut through that noise and and be very very aggressive in staying in front of your consumers. So remarketing is is absolutely crucial even for the best brands with the best products with the best with the best services and with the best offers. So that's really important. The average display clicked to rate in display network advertising is zero point 0 7 percent and remarketing has shown on average to bring in a click through rate C.P.R. of a point seven percent to 1 percent which is a gigantic increase from from point 0 7 percent Adderall which is a company that we're going to talk about later in this course. Did a study amongst thousands of their advertisers and 89 percent of companies reported that their marketing campaigns have been more effective than their display campaigns. So that's something which is really incredible as well. Now what is remarketing And how does the actual remarketing process work from a basic level. So let's go take a look real quick. This is a very broad overview of the remarketing process. Step one is a visitor comes to our site. They're browsing they're taking a look at the products and they're viewing different pages hopefully they're viewing different key pages. Step two is the visitor leaves our site. 90 percent of the time 97 percent of the time it obviously is going to is going to be different for every company. STEP THREE those visitors then are browsing the internet the reading artist article in The Wall Street Journal. They're looking at a video on ESPN and they see your ads as they continue to surf the web. And Step four is those remarketing ads bring your visitors back at the right time and they continue to engage and hopefully they'll convert and by convert and we mean take the steps that you as an advertiser view as a valuable action for then visit or take. That's all I mean by convert convert typically might mean a sale and might a sales form a newsletter subscription. But converting could mean a lot of different things and they represent different things. We're going to talk about converting in much more detail as we continue to progress through the course . There are also different types of marketing. Marketing is not just showing ads to people on the web where that might be the most common sort of marketing but we have remarketing on social So people have come to our Web site and we then show them ads as they're browsing their Facebook news feed as they're browsing Twitter as they're browsing Linked-In as their browsing Instagram. We have remarketing to G-mail ads. People have been to our site we want to send them specific emails. We can either remarket to people based on keywords or we can remarket to people based on their email addresses if they've given us their email address and if they've downloaded a an ebook or a white paper there is remarketing like we said on the web on mobile. And there's also remarketing and search which is really cool. So in Google Adwords we're able to set up something called our LSA will talk about that later. Remarketing lists and search ads where you could actually retarget to people as they continue to do more Google searches for specific keywords and you could specifically target previous web site visitors in those campaigns and we'll talk about some specific strategies that make remarketing and search such a powerful tool in the marketers toolbox. Sorry for the cliche but it all whatever type of marketing you're doing it all essentially flows back to one core conceptual foundation. We're using specific data on the level of engagement of previous web site visitors to make very educated clear and profitable decisions on how we want to treat those people as they continue to surf the web use e-mail use search. After leaving our Web site how aggressively we want to bid how specifically want to target them when we want to target them. What message we want to send them. And ultimately all that decision is ultimately geared towards getting those people the right people back to our site at the right time with the right message to buy. Sign up take whatever you know valuable conversion action. We want them to ultimately take. Why is remarketing so powerful. So this is going to start getting us back into understanding display advertising as a whole but from a very broad superficial perspective. Advertising was primarily contextual advertising until we had the ability to track cookies and talk about what a cookie is how cookies work how cookies interact with pixels. If that sounds foreign to you just hold on we're going to get to all that kind of good stuff but think about it like this. When a company took out a billboard on the side of the highway they were choosing to take that billboard because the context of that billboard made sense to the products and services they offered. What is what was the context of that billboard. It might have been the location. It might have been a billboard on the Long Island Expressway where they are advertising products or services sold on Long Island. That's the context the context was the geography around that billboard. It might have been that they knew that this was a very high traffic area. Once again that's context. It's it's it's characteristics surrounding the actual billboard. They might have chosen to take out that billboard because they knew that it was a high income area and the average home value in that area within a five mile radius was $900000. And they sell Rolex watches. So that was contextual. We don't know anything about you per se. We don't know anything about the people passing the billboard but we know overall contextually this billboard made sense. The same thing when it was a a TV ad and I'm taking out a TV ad. What's the context of that TV of that TV program during which my ad is running doesn't make sense that the people who are watching this program would also be interested in the products services that I'm advertising. So this is all contextual based advertising. And the same thing happened when online advertising became very popular. It was all contextual. If I chose to take out an ad on Forbes.com on the entrepreneurial section because I felt that my products and services would be appealing to people reading that article that's contextual based advertising. Once ad exchanges and ad networks came into play I'm going to talk about what ad exchanges are and what at networks are in the in the coming sections. Once digital advertising started becoming more mature and more sophisticated we were able to do more addition. Advertisers were able to kind of enhance how they contextually targeted. So I was able to target based on the content of a specific web page. So if I was able to say if this web page talks about certain words or has certain topics contained in it I want to show an ad. And we're still we're still able to do that today and it happens to be a very powerful and potentially successful way to enhance our marketing campaigns. We'll talk about that. But the Web basically remained contextual comes along search and search advertising on Google was a huge coup to the advertising industry because it allowed us to to show ads at a time where there was a tremendous amount of what we call intent commercial intent consumer intent buyer intent in-call whatever you want but when somebody went to Google and they searched for Nike running shoes or whatever it you sell or you know kids pajamas what they were doing was showing that they have a specific intent to learn more about a specific thing they might have been enduring into Google and informational queery they might have been enduring into Google specific product number but whatever they were searching for it it gave it from a psychological perspective. It it showed their intent and a very clear way we didn't have to guess what their intent was. And that's one key we're targeting on the Google search network and then later on on Yahoo Bing became a gigantic gigantic business and a huge opportunity and a very successful opportunity for advertisers which is why without a doubt a 1000 percent search advertising is the best type of advertising because it shows intent. You could choose specifically which keywords what search queries you want to show an ad for and you have the ability to hone in specifically on the type of things those consumers want to buy. Once the cookie was introduced where we were where companies and data aggregators were able to start developing a dossier or developing a whole folder whole file of information on each specific Web site visitor. Advertisers were able to start targeting display ads based on behavioral targeting obey online behavioral targeting that something we're talking about a lot. So we were able to target people based on which web sites they visited if they booked a flight to a certain location recently if their readers of a certain type of magazine. So it started mattering less. What web site there are now the context of that Web site and we we start we started to start we were able to start advertising in a more sophisticated way than contextual targeting. And we were able to start using behavioral targeting where we were understanding the characteristics of the person and less and we cared less about the characteristics of where that person was what the context where that person was. And that gave advertisers a more intent based way to target the display network to run display advertising on the web. What remarketing is is really much more sophisticated than behavioral targeting or contextual targeting it's much more of an extension of search targeting because we're targeting people based on how they interact with our Web site which products they viewed. Did they answer to the car. Did they make it to the contact us page. Did they start filling out a sales form did they did they download an e-book. Do they download a white paper do they sign up for our blog. Did they read a certain blog article. So we're able to pick up all the signals based on how we track a user interacting with our brand and we're able to make very very educated and you know very clear distinctions on the level and not only on the level of engagement that the user has what that user is particularly interested in when it comes to our products or services. So remarketing became this very very powerful tool that was really an extension of the intent type of target and we get with search advertising. So all of this is to say if you're if you're not running the marketing campaigns you're missing out on a huge amount of traffic. If you're running display campaigns and you're targeting the display network and you're not running in marketing campaigns then you should absolutely take away from the display campaigns and start running more sophisticated marketing campaigns because you're leaving at least at least 50 percent of your revenue on the table if you're just running search without remarketing because you're getting a lot of people who are not buying and you get a lot of people who are not entering your sales funnel and you're missing out on the opportunity to remarket to those people bring them back into the funnel and nurture and nurture them through the buyers journey and totally ultimately buy your products or services. So that's in a basic overview of of how remarketing works what the concept of marketing is being able to target previous visitors and really use remarketing as an extension of intent based targeting. Now I know a lot of this probably sounds a little bit strange. We're talking about ad networks that exchanges cookies pixels. What I want to do over the next couple sessions is kind of go back and talk about how display advertising works on the Internet and the history of display advertising. I personally think it's very very important to understand at a basic level the mechanisms behind display advertising how an ad is actually served on a page how the bidding auction works. I find it to be very useful information because it helps you really understand that process and helps you make better decisions down the line. If you're not interested in learning about stuff you don't need to know it because you'll be able to run your campaigns without knowing it will be able to make great decisions without knowing that stuff . But if you want to know how that stuff basically works. Continue on watching these next few few chapters. If the concept of ad exchanges ad networks agency trading desks DSP demand side platforms SSP Supply-Side platforms are TV real time bidding programatic bidding. If all that stuff is familiar to you in that and and you get how you get how all that works already the go ahead skip the next couple of. Chapters 2 where we start talking about audiences and the core components of of remarketing strategy . But I think you'll learn a lot from it. I think it's really exciting stuff and I'm really looking forward to seeing you in the next session . So thank you very much and we'll see you soon.