Re-Marketing – Conventionally Unconventional Form of Advertisement

The other day somebody asked me “What is the definition of Persistence?” Ah! I said to myself. For once I know the answer to someone’s question. I gladly told him that persistence was a continuous or prolonged existence of something. Before I could breathe a sigh that I had answered something successfully I was asked again “What if something follows you wherever you go? Is that persistence? If not, then what is it called?” “Remarketing!” I said without any hesitation. Bewildered by my response the guy just walked away. And I again went back to my pensive mood where I told myself that I cannot solve anyone’s doubts, cannot answer anyone’s questions. I can just confuse them more. By the way, the guy who asked this question was my 12 year old nephew. Working in an internet marketing firm has its pros & cons. But honestly, isn’t it true?
Remarketing is a feature introduced by Google to retarget the users who were/are interested in your product & had visited your site/ landing page but for some reason did not convert. Being a user has its privileges. I can quit at any stage in my buying/conversion cycle & not worry about the money that I wasted when I clicked on the ads. Well, not literally but yes! We all know that there are different reasons due to which users do not convert in a buying cycle. While some may not convert due to disinterest in your offered product, the others might simply think that the price that your product has is much more than they can afford. Some of them might like your product very much but may be bit confused of its utility to them at that point of time. The others? Well they just got a call from their girl friend about some movie they were supposed to go to or picked up a fight with their wives & forgot about your conversion. (OMG! That is why I Hate wives & Girlfriends.) All these users who have left their purchase/ conversion cycle at any level can be targeted through Remarketing. More simply put ‘Wherever you go, WE FOLLOW!’
Google has its own way of doing wonders. For example, it tracks the users on the sites based on the Remarketing cookie that is stored in the user’s browser after his/ her visit to your site. To implement Remarketing, all we have to do is generate an audience list that we want to target. Suppose I have a site which sells phones & I want to target all those users who saw my phones but did not convert. All I do is create a Remarketing tag for all people who visited my phone pages & place it on all the pages that show my phones. What Google does is that it automatically enters all these users in my Remarketing list. Once I have completed a minimum requirement of 500 unique users in the list, I can start showing ads to these users. Now you may ask, “What if a user buys that product?” Well I still have an option of negating him from my lists. All I have to do is create a separate list for all the users who have landed on my Thank You page (Conversion Tracking Page) & remove all the users who are common in both lists. Yes! Google allows me to implement this using the Custom Combination Lists. It has an option of implementing the AND/ OR/ NOT combination. These combinations can help us target any & every type of audience. You can even cross sell the user who has bought the phone to buy a cover by simply targeting the ‘Thank You’ page list. Interesting, is it not?
Apart from the wonders above, it has some additional features. Consider my site which sells batteries online. Now I sell a type of battery which has a life of 40 days (+ or – 5 days). I want to show ads to the user who bought the battery last time again but I do not want to show the ads for the next 30 days. I can easily start show ads to him exactly after 35 days from the day of purchase. All I have to do is create duplicate lists with different membership windows. Now a membership window is the amount of time you want to show your ads to a user after he has been added to your list. You can show him for a span of 30 days – till the span of 540 days (maximum window period). So, in this case, you create duplicate lists one with 30 day membership duration & the other with a 60 day membership duration. (I know my product is such that if a user has not bought it again in the span of next 60 days he has most likely bought it from my competitor. Arrrrghh!) Now using these 2 lists I have made a combination – Target all the users who are in the 60 day list but do not target any users who are there in my 30 day lists. Done! You have just managed to show your enchanting ad to the user who is probably wondering if you are spying on his online activity. No! Personally identifiable information is not really a part of what Google stores. So we are not at all invading any user privacy when we implement Remarketing. If you think that you do not want to show ads to your user more than 20 times all you have to do is use Frequency capping feature in combination with your Remarketing campaign. Set the frequency capping to 20 & you are done. (The 21st time when your ad is not shown the user might call up his/her friends to tell him/her how she managed to defeat Cybercrime & how they were so smart)
As interesting as it gets, the Remarketing campaigns can be used to target an audience of a particular interest only. You have a site which has many products & users with varied interest land on your site. You want to target only those users who have an interest in 1 particular topic. ‘Topic Targeting‘ - All you have to do is use the topic targeting feature that Google provides in combination with the Remarketing campaign. Select topics which you want to target & Google will make sure that it will Remarket only on sites which are discussing topics which you have selected.
You can actually show users different ads for your different products with the help of Remarketing. The only condition is that you should have that high traffic to all your site pages. (Yes! 500 unique users minimum. You have to prove to Google that you are actually worth using this fantabulous feature.)
Now comes the most interesting part. All the above is Free! Free! Free! It charges you the same way as it charges a normal ad campaign on AdWords. I used this feature 1st time in last November for one of my clients who used to sell fruits online. Guess what? He got more leads through Remarketing than he did through his normal campaigns. We have implemented it for 18 of our clients & astonishingly it has worked wonders for almost all of them. The best part about these campaigns is that whatever number of leads you get are at a very low CPA as compared to the average account CPA.
So there I have the story of ‘Persistence’. I hope I did not confuse you guys this time. Pats himself :)

3 responses

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  1. Well Vishal, it depends from campaign to campaign. In some of my campaigns I have seen about 60% reduction in the CPA figures while in others it is as big as about 90%. I noticeable thing is that we do not have any client who has implemented Remarketing & the CPA for that campaign has gone up. For all our clients the CPA for Remarketing has always been lower than the overall account CPA. :)

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