insight conference: reviving the dead: turning dead leads into real business
TRANSCRIPT
Reviving the Dead: Turning “dead” leads into real
business @justinemig
HELLO I am Justin Emig
• I work on the Internet • Hold 10 digital marketing certifications • 8 years of digital marketing experience • Protein Drinking, Carb-o-phobic, Super Nerd • REALLY fancies marketing and crazy socks.
@justinemig #irce16
93% of CMOs are under MORE pressure to deliver ROI – Ad Age
A couple random things about me
These lessons also apply to Digital Marketing
$60 Million Dollars a year…. but eroding
What Will We Cover Today • The case for remarketing • What is remarketing? • Does remarketing even work? • Types of remarketing • Remarketing methods and how to deploy • Social Media Remarketing… Yes.. No presentation
is complete without Social Media… Thanks Zuckerberg.
Warning… Data coming at you
63% of marketers felt that new customer acquisition is the most important advertising goal
Customer acquisition can cost 7x more than customer retention
Source: CMO.com
Among the top 30 U.S-based retailers by revenue, 48% have turned over their marketing
leader in the past 12 months, according to a report by Recruiting Firm Russell Reynolds.
The average tenure of a CMO is 42 months
Source: CMO Survey
Source: CMO.com
We are spending a lot of money on acquisition
All of these drive consumers to your website for lead capture and conversion… BUT
98% of website visitors will not convert on the first visit - Retargeter
Why aren’t they converting?
Convert Abandon
• Long sales cycle • Showrooming (want to
see other options) • In research phase and
not ready to convert • First touch point with
brand and do not trust you yet enough to convert.
If only I could keep my brand top of mind after they leave my site?
Obviously, Remarketing is the solution
Remarketing can help convert more leads at a lower cost per acquisition.
Remarketing gets more value out of your budget.
What is Remarketing/Retargeting
For Example: When people leave your website without buying anything, remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search on Google.
Remarketing lets you show ads to people who've visited your website or used your mobile app. - Google
8% of website visitors will come back to your site without remarketing 26% of website visitors will come back to your site with remarketing
72% of online shoppers will abandon their shopping cart.
Source: Retargeter
Retargeted customers are
More likely to convert than new customers
4X
Source: Retargeter
Without remarketing, it costs you the same to acquire a previous visitor as a new visitor
@justinemig
Let’s Celebrate. Remarketing can turn your ‘dead’ visitors/leads into living, active customers.
Acquire Retain
Use Remarketing to:
Targets people who have been to your site before Using YOUR email
list. Allows you to find NEW consumers that look like people who have been to your site before Similar to
consumers in YOUR email list.
Remarketing Targeting Options
Remarketing Lists
These are Lazy…. Do not use these
Remarketing Lists
Remarketing Targeting Options
Remarketing Targeting Options
These are YYYUUUGGEEE
Remarketing Options
Display Remarketing
Remarketing Lists for
Search Ads (RLSA)
Remarketing Lists for
Shopping Ads (RPLA)
/ Social
Remarketing
/ YouTube
Retargeting / Dynamic
Retargeting
Your audience is a pool of individuals Think about: • What questions are they seeking answers? • What information would they need? • What would be the logical next step in their buying journey? • Are they even a good buying option? • What could they be interested in and what would interest them in
coming back?
Once you understand your audience, you can effectively target them.
@justinemig
Display Remarketing
What is it? What benefit could it provide? Why would you use it?
Display Remarketing
What is it? What benefit could it provide? Why would you use it?
• Visual Reminder
• Increases
consumer touchpoints and recall.
• Brand
awareness
Display Remarketing
What is it? What benefit could it provide? Why would you use it?
• HUGE Reach
• Brand awareness
• Low cost per clicks
• Hand select websites you advertise on.
• Targeting
Acquire • Remarket to consumers who visited product
pages and didn’t convert.
• Remarket to consumers who visited thought leadership pieces and didn’t convert.
• Remarketing to consumers from your other paid campaigns and didn’t convert
• Remarket to consumers who abandoned their cart.
• Remarket to previous customers who haven’t purchased in awhile.
Retain
• Remarket to current customers to show off your latest thought leadership piece, research study, etc.
• Remarket to current customers to inform them of new products, value adds, and upsell opportunities.
• Remarket to current customers on industry publications to retain brand awareness.
Remarketing Lists for
Search Ads
What is it? What benefit could it provide? Why would you use it?
Remarketing Lists for
Search Ads
What is it? What benefit could it provide? Why would you use it?
• Allows you to target high cost per click keywords while controlling budget.
• Allows you to get very specific with ad copy.
• Understand the consumer typing query MUCH better than standard.
• Hand select keywords you bid on.
Remarketing Lists for
Search Ads
What is it? What benefit could it provide? Why would you use it?
• Target high cost keywords at a much lower cost per click. (~50% reduction)
• Allows you to better control spend on high trafficked keywords with semantic iterations.
• Target Competitor keywords
• Allows you to test ad copy iterations with a controlled group.
Example
The Setup: • B2B Organization with little
Digital commerce • Selling Industrial Automation. • Thought leader with
downloadable (gated) assets. • Wanted to target consumers
that showroomed their products and then looked for competitor websites.
Example
The Setup: • B2B Organization selling Services
within high tech space. • Extremely expensive keywords
with heavily funded competitors. Budget is 1/16 of competitors.
• Keywords regularly over $200 a
click and with 2% conversion rate it takes 50 clicks ($10k) to generate one conversion…. Which isn’t even a sale.
• RLSA to the rescue.
$50 a click vs. $255 a click
Attract them with Long Tail keywords, RLSA with short tail keywords
RLSA Rule:
@justinemig
Acquire • Remarket to consumers who visited product
pages and are continuing to shop. (showroomers)
• Remarket to consumers who visited thought leadership pieces, were top of funnel and now are in selection phase.
• Remarketing to consumers who are looking for your competitor’s keywords/brand.
• Remarket to previous customers who haven’t purchased in awhile by targeting branded and non-branded keywords.
Retain
• Remarket to current customers who are looking for keywords related to your other product offerings.
• Remarket to current customers who are looking at your competitor’s new products.
YouTube Remarketing
What is it? What benefit could it provide? Why would you use it?
YouTube Remarketing
What is it? What benefit could it provide? Why would you use it?
• Allows you to target users on YouTube who have viewed or interacted with a video or channel.
• Allows you to reach consumers on second largest search engine.
• Promote your video ads to a very targeted and curated list.
• Another touchpoint with the consumer.
YouTube Remarketing
What is it? What benefit could it provide? Why would you use it?
• Promote your video
• Target users who viewed your video on YouTube and try to get them to buy your product/service.
• Layer targeting to get even more granular.
Acquire
• Remarket to consumers who watched your video organically on YouTube.
• Remarket to consumers who saw your video as an ad on YouTube, while watching another video.
Retain
• Remarket to current customers who subscribe to your page to show off your new video, etc.
• Remarket to your current customers and show them your new ad to reinforce brand awareness.
Social Remarketing
What is it? What benefit could it provide? Why would you use it?
Social Remarketing
What is it? What benefit could it provide? Why would you use it?
• Massive Audience • Consumers spend
significant time on social
• Passive consumption medium
• Relatively low price clicks
Social Remarketing
What is it? What benefit could it provide? Why would you use it?
• Brand Awareness • Improve recall
• Very, very good targeting. FB has best targeting in game.
• Another Touchpoint
• Target consumers who have visited your site, interacted with your content on Facebook OR….
• Use your email lists to target existing customers or those who are dormant.
• Plus LOOKALIKE AUDIENCES!!!
Social Remarketing - Facebook
Perfect for B2C, tough for B2B.. Why??
Consumers Use Personal Emails for FB
• Target consumers from your own list, consumers who have visited your website, or your mobile app.
• Also… LOOKALIKE!!!
• Target users based upon email lists, phone numbers, Twitter names, and Twitter user ids.
Social Remarketing - Twitter
Perfect for B2B & B2C.. Why??
Consumers Use Personal Emails for TW
B2C = Use Email… B2B No Email
However, TW Usernames don’t rely on email
• Target consumers from your own list or consumers who have visited your website.
• Also… LOOKALIKE!!!
Social Remarketing - Pinterest
Perfect for B2C and Not B2B… Why?
Social Remarketing - LinkedIn
LinkedIn Doesn’t Have Remarketing…
Acquire Retain • Remarket to consumers who visited product
pages and didn’t convert.
• Remarket to consumers who visited thought leadership pieces and didn’t convert.
• Remarketing to consumers from your other paid campaigns and didn’t convert
• Remarket to consumers who abandoned their cart.
• Remarket to previous customers who haven’t purchased in awhile.
• Remarket to current customers to show off your latest thought leadership piece, research study, etc.
• Remarket to current customers to inform them of new products, value adds, and upsell opportunities.
• Remarket to current customers on industry publications to retain brand awareness.
It’s TIME!!!! For the Takeaways
Token Takeaway Slide • 98% of visitors leave your site without converting… not good….Remarketing can bring
them back! • Remarketing = Higher ROI than ‘pre-marketing’ • Remarketing should ABSOLUTELY be part of your marketing strategy, even if you do not
embark in any other form of online advertising. • Remarketing is all in the details and is as granular as you want. • Remarketing gives you the opportunity to CONTROL the message with each segment of
consumers. • Remarketing allows you to bring dead leads back to life, at a minimal expense. • Remarketing allows you to acquire and retain customers and doesn’t require a big budget!
Remarketing… Reviving the Dead
THANKS! Any questions?
Connect with me: @justinemig [email protected]