Links Mentioned & Helpful Resources from Episode
- Kevin Dieny’s LinkedIn
- How to remarket using Facebook Ads (facebook.com link)
- How to format lists for Facebook Ads (facebook.com link)
- Google’s Guide to Remarketing on Google Ads (google.com link)
- About Customer Match Rates from Lists (google.com link)
- “Why bother with UTM Parameters” previous episode link
- UTM Parameters Guide on how to use them PDF link
- What is ad frequency? Why does it matter? Klipfolio link
[00:00:00] Kevin Dieny: Hello and welcome to the Close the Loop podcast. I’m your host, Kevin Dieny. And today we’re gonna be talking about remarketing to your customers. It’s another, let’s create, so we’re gonna be going through the process of actually creating a remarketing campaign here. We’re gonna be talking about all the elements of that, what it requires, what it takes, what you should be looking out for, pros and cons, right?
[00:00:24] Kevin Dieny: Entirely dialing down. What is a great way to create what is a. Remarketing campaign going to look like? What is the great way to manage a remarketing campaign going forward? Let’s first define what remarketing is, because I have talked to a lot of people and about this topic, and I remember a few times them saying, okay, wait, just so we’re all on the same page.
[00:00:50] Kevin Dieny: What is remarketing? What is that? What does it mean when a marketer says, let’s do some remarketing? Because is it meaning like I’m gonna remarket, like doing my marketing over again? No, remarketing. The way that we’re gonna define it today, the way that I commonly use the word, the term, the phrase is when a business makes an effort through marketing channels to continue to.
[00:01:18] Kevin Dieny: An audience and keep them engaged. So to attract them, to interact with them, to engage with them, to keep, basically, to keep the lines of communication open with a specific audience. That’s basically what remarketing is. It’s not the initial interaction, engagement, or connection that a business makes with an audience.
[00:01:38] Kevin Dieny: It’s the continuing. Communication lines of consummation, lines of communication. It’s also the value that the business continues to make in the perception or position or view of the audience in the value that it can deliver. Right. A lot of times it’s like, well, why does a business need to keep marketing once someone knows about them?
[00:02:02] Kevin Dieny: Once they know what they offer, who they are, everything about them, why do I need to keep marketing to them? You know, when they’re ready, they’ll just come to me. That’s not a, that’s not the case. , uh, the reason is that, . Other companies are marketing. There’s lots of changes. People don’t remember every company of every product or service that they want.
[00:02:23] Kevin Dieny: They will remember maybe if it was recent, but as time passes, there’s just so much going on in an audience, in a consumer’s mind, , that they’re like, you know, there’s, why would I remember you? Who’s gonna be their thing? Why should I even care to remember a lot of the time? Unless the consumer has a problem?
[00:02:43] Kevin Dieny: Why would they even be thinking about you ? Right? Why would they even care about what you do if the, if they don’t even have that problem anymore? Right? And another way to look at it is, okay, great, they solve their problem. Are they aware of the other problems they have? Well, remarketing can do that.
[00:03:01] Kevin Dieny: You’ve, you’ve established something with this audience, right? That could be, uh, they’ve heard of you, they know of you. They’ve visited your website, they’ve bought from you, they’ve continually bought from you. They’ve subscribed to you. They know of you. They’ve met you, right? They, there’s a lot of. Stuff in this bubble of, okay, they’ve, you’ve established some awareness between you and this audience.
[00:03:22] Kevin Dieny: Now what do you do next? What do you do with that? Right? That’s re marketing’s purpose. That’s really the purpose of it. So I hope that you can kind of see why there’s value in it. Because continuing to engage, to connect with your audience has value, has purpose. It can point them in the right direction.
[00:03:40] Kevin Dieny: It can help them see that there is an issue, that they have an issue, that you’re a provider of those, you know solutions. That there are solutions for the problems they’re having. It’s a lot, and people get their priorities sort of scrambled because every day, you know, every day of life, you’re not thinking about, oh yeah, all the, all the things I need.
[00:03:59] Kevin Dieny: You’re only like, what do I need to. To where I need to go. Right? What’s important, so that’s going on individually in every consumer within your audience. An audience, just to be very clear again, explain this for you, is the collection of consumers. That is large enough to be representative, meaning there’s enough of them there that you can either market to them, that you can know something about them, that you can understand them better.
[00:04:28] Kevin Dieny: Homogenous audiences are those that are all the same. So for instance, use me as an example, right? Let’s say there’s marketers. At companies in California that have a pension for analytics. Okay. I would fall into that group and if they go even more homogenous, it’d be, might say males in their thirties. Um, that also.
[00:04:59] Kevin Dieny: Have kids that like golf, that like Batman, the animated Batman. I mean, I just keep listing off the things that are me, but that, that group would become very, very homogenous. Very, very much the same. And the reason that that’s valuable. Is that you can go, okay, this group is all the same. So I can think of a message or a positioning statement, an offer that would apply.
[00:05:24] Kevin Dieny: If it could get it to apply to one, it’s very likely that it’ll apply to the group, right? If you, if you’re thinking about, let’s say golfers as a group in a specific area, you may go, well, golfers in this area go like, blast through their gloves often, so they’re continually buying gloves, so, okay. That group has that all, that group is a homogenous group.
[00:05:48] Kevin Dieny: They’re all roughly the same, and they all have a similar problem. So I can craft one message to that audience that is homogenous that all of them will have in common. And so it will resonate, it’ll be relevant to them. So the, the more homogenous the group is, right, the more you can. Kind of rest easy that you can have one kind of message that may resonate to that group.
[00:06:10] Kevin Dieny: The underlying sort of belief here is that they’re homogenous Now. The truth is, Unless everyone’s cloned , like this is a fantastical example, right? Unless everyone in that audience is a clone of themself, right? You’ve cloned me a thousand times and put me in a group. They’re not truly homogenous. They’re, they’re going to be differences between them.
[00:06:32] Kevin Dieny: Some of them are gonna be in a different point of the buying cycle. Some of them will have different interest levels, awareness levels. They’re, they might ev, they might have just purchased from you. Some of them may not have some of them. They’re the, the person who was in their role before knew it was about you, but now they’re in that role and they don’t know about you.
[00:06:51] Kevin Dieny: There’s a lot of things about a group that make it, that you could pull it apart and say, no, it’s not homo. It’s not all the same. They’re not homogenous. They’re not, they don’t have all these things in common as much as we think. So you make a group as homogenous, as you’ve lost an audience, as the same as you possibly can, and you, you can’t do it perfectly.
[00:07:11] Kevin Dieny: That’s basically what I’m after. Hetero, they, it becomes more heterogeneous, meaning it’s very mixed, right? It, it gets like, yes, this group, we call it an homogenous group of our targeted audience, their ideal perfect consumers in this audience. But even within that, there’s lots of layers. There’s lots of combinations of who’s really better and who’s really not, and that is, Getting toward the expert or the science or the harder components of remarketing because when you have, you can’t do remarketing without an audience.
[00:07:44] Kevin Dieny: You mean an audience is who are you gonna market to? And because remarketing has has done to an audience that has had some connection with you, that is like the first checkbox of remarketing. Okay, this audience has had some interaction with you Now, do you want to segment that further? You wanna say, okay, well let’s break it down into people who visited my website.
[00:08:04] Kevin Dieny: People who are leads, people who we’ve had appointments with or connected with, but they haven’t bought those that have bought from us. Those that have bought from us repeated times, right? The most loyal group. So even within an audience on a remarketing audience, there’s a lot of room to segment, and that is really where there’s so much value and potential for remarketing is in segmenting.
[00:08:30] Kevin Dieny: So, The first thing to know about remarketing, right, is it starts with segmenting and building an audience to go off that. If you’re like, okay, by the end of this, I would like to be able to create a remarketing campaign, which is what we’re gonna do with this. Let’s create episode. So the first step is considering who do I want in this audience?
[00:08:53] Kevin Dieny: Now, audience work. Audience building segmentation is a very. Powerful. Kind of a complex part of marketing operations because it’s considering, okay, well who, what audiences do I have? You may have website visitors. You may have your crm. Okay, where, where could I even find these people? Okay, I have these two.
[00:09:16] Kevin Dieny: Okay. On my website, I could break it down by what pages they visited, how many pages they visited, what specific, if I have multiple products or services, what groupings of those are they interested in. You can do all that on the website remarketing side. The sign that I’m more interested in for this episode of remarketing to your customers is gonna be those that come out of your C r m or your database.
[00:09:40] Kevin Dieny: There’s a lot of ways that businesses store data, so I’m just gonna use CR M or database to associate with anywhere where you have, let’s say, the stored information of your customers. Your consumers, your clients, your patients, whatever it is, of people who have worked with you, paid money and transacted with you in the past, so you have this.
[00:10:03] Kevin Dieny: Now, how, like what, how big is it? How much information do you have? Do you know how recent the service or customer became a customer? Do you know the value? Like how much they spent with you? Do you know what they purchased, what services they acquired from you? Maybe how they transacted with you might be important to your business.
[00:10:21] Kevin Dieny: It, it might also be important how well they, like the service, um, that you, they receive, that you deliver. There’s a lot of things you could be thinking. Hmm. I have this audience, maybe I have that audience. It’s kind of a cool part. It’s kind of the fun part is like, Ooh, what audiences do I have and what can I get value out of in this group?
[00:10:42] Kevin Dieny: So you have this big giant CRM and you, you get in there and you look, okay, let’s see what fields I have. Okay. What fields are populated. Maybe I go by an area, a territory, maybe. I look at what they’ve purchased, what they’ve bought, how much they’ve spent. You know, any of the things I’ve listed are ways you could segment.
[00:11:00] Kevin Dieny: Now, when you start layering those on top of each other, right in this area, bought this product, interested in that service, that’s where the list usually goes down, , it gets cut down pretty quick. So when we’re thinking of. Remarketing audiences. It’s important to consider that the end result of your audience cannot be too small.
[00:11:22] Kevin Dieny: That gets to the next consideration. It’s like, okay, I’ve, I have an idea for a couple audiences. Maybe you’ve written down, okay, here’s the top five and next to them, right? How many. individual. Now, marketing is always to people, okay? Even at like a company and entity, you’re still, at the end of the day, the marketing is effective when a person sees it.
[00:11:43] Kevin Dieny: So you’re not just gonna like throw, put a big giant sign above a business building and the building will look at it and go, Ooh, I’m the building I’m gonna buy. No. Or a house. The house is gonna go, oh yeah, no, it’s the people in the house, the people in the building. It’s the people. , it’s always, moral Marketing is always done to people, right?
[00:12:00] Kevin Dieny: So, You’re gonna want a list of the people in those segments you’ve thought of. So in your top five, right? So on the left side of the page, just write a quick name for each one. You might say, customer and in this area, or just customer, right? Or let’s say in my crm, but not a customer yet, or customer in the last six months, or customer.
[00:12:26] Kevin Dieny: Three years ago, up to a year ago, whatever your top five are, right to the right of them. Put how many people are in that audience or that segment. So for instance, you might say, okay, well this one is a thousand, this one is 20, this next one is 200, and this last one is 60,000. Okay, I’m just gonna come up with some totally random.
[00:12:54] Kevin Dieny: For remarketing campaign. You generally want to go with audience sizes, at least above a thousand so that you don’t waste your time. Now, I believe the smallest audience you could work with is 500 or 300, somewhere in there, depending on the, the platform, but generally speak. Try your best to get an audience size above a thousand.
[00:13:22] Kevin Dieny: If you don’t have that in any population, look at your whole CRM , okay? You don’t have that. Okay? Now let’s go to your website. Okay? You don’t have that, okay? If you don’t have a thousand anywhere, this episode of remarketing will not be of use or help for you , okay? So you need to be able to remarket, you need at least a minimum amount of.
[00:13:43] Kevin Dieny: So maybe I should have mentioned this earlier, . Sorry. So anyway, you’re moving forward. Okay. You’ve got an audience size, you’ve got some that are over a thousand. Cross out the ones that are too small for now. Okay. And I’m talking about ad advertising. Remarketing. You could email five people. You could send a direct mail piece to five people.
[00:14:02] Kevin Dieny: The medium does make the audience size. More reasonable, but we’re considering remarketing where you could do any of the channels. Okay. Any of the mediums. And for that, the platform that sets the, the requirement for this is the ad platforms, because they do have minimum requirements for this. And it’s generally about 500, but it’s safest to go at the thousand.
[00:14:28] Kevin Dieny: So that. You’re not wasting your time making copy, coming up with ideas. You, you can pretty much be assured that it’s gonna work, right? So, You’ve got your audiences above a thousand. You’ve got other ones crossed out for now you’ve got the ones that are above a thousand. Great. Okay. Now, really any medium you could, you could do, you don’t have to use ads, you know, then you can go back, decide maybe I want to use a smaller audience, but with a audience size above a thousand people, it means you could do any medium or all the medium simultaneously or overlapping in some strategic way.
[00:15:04] Kevin Dieny: That’s the freedom of a list size larger than a thousand. So now you have. I’ve got this list, I’ve got this group, this audience, it’s thousand or more, and maybe a couple there. Now you need to think, okay, well what am I gonna do with them? In some businesses there is no, there isn’t really an upsell. So you may say, well, I, I do business with them, but there’s nothing else I could sell them.
[00:15:30] Kevin Dieny: Nothing else I could invite them into. There’s no other service I could offer them. So maybe that’s not the best list, , or you could go to the drying board and say, well, is can I come up with a service, a product, something that would work for them? You know, there’s some product development there, but generally speaking, a business does have opportunities for upselling cross-selling.
[00:15:53] Kevin Dieny: And so that’s kind of where your, your head should be at is, okay, I have this audience. It’s greater than a thousand. Ideally it’s your, you know, in the theme of this episode, we’re talking about your customer. One of these audiences is your customers. So what could you, how could you add value to them to what they have?
[00:16:11] Kevin Dieny: And think about them carefully. Because if you’ve got a list where it’s like, okay, customers in the last 30 days, you may go, well, is this too early? To remarket to them, you know, to show them some more marketing. Is it too soon? Maybe it’s perfectly the right time. I don’t know. , maybe you’re like, you know what?
[00:16:28] Kevin Dieny: It’s not gonna be helpful. You know, all the upsells or cross cells I have are. Those that are or have been customers and have our, have had our service for a while. Okay? So that all comes into tailoring your audience. That’s done. You’ve done that already. You figured that out. Okay. Now you, now that you’ve got this audience, you may even have ideas just looking at this audience.
[00:16:49] Kevin Dieny: Oh yeah, this group would be great to sell these things. , but maybe if your audience is large enough, think about, well, what else can you do to make it more homogenous? Can you make it more specific, make it more, make them more interested in whatever the offer you have ready to go is. For instance, let’s think of one.
[00:17:08] Kevin Dieny: So, okay, let’s use the golf example. I might be a golfer in an area, and I wear through my gloves pretty frequently, so to wear through my gloves pretty frequently. I’d have to be, I’d have to be someone who either frequently plays or plays pretty aggressively when I swing to tear up my glove or something, or I’m just, I’m a one glove a game type of person or something.
[00:17:30] Kevin Dieny: So if you have any of those in any of those data points, you can use ’em, right? Like frequency of going golfing or anything like that. Um, if you, if you’re like, I don’t know any of that stuff, you can just go, okay, well, Generally speaking, the people we do business with are in this age group. Maybe they’re a little older and they have more time to play.
[00:17:51] Kevin Dieny: So you go, you know what? I could sell this service. I could sell golf gloves to anyone, but I tend to do best, or I tend to sell best to people who are a little older. And you go, You might actually exclude people who are under a certain age, even though you could work with them, you want this group to be more relevant, harder hitting for the message or product or service that you want to show them.
[00:18:18] Kevin Dieny: You could always create a separate marketing piece for the younger group. Later. As long as there’s enough. I know the audience size limitation is there, but as long as you have that audience size to work with, you might want to re think about things that you could remove to make this a more targeted, highly personalized, homogenous audience.
[00:18:40] Kevin Dieny: That in that way your marketing message is like a, a home run . So, When you put this message in front of them, you’re gonna be like, yeah, this is gonna resonate with them. That’s the kind of, that’s how you want remarketing to feel. , oh man. If I’ve got this great audience in my database, if they, if I messaged them this message or if I said, Hey, did you know you’re wasting this much?
[00:19:04] Kevin Dieny: Or, you know how much you could save or look at the value that they would really understand that that’s the purpose of remarketing. That’s, it’s in its simple form. So you’ve got your audience, maybe you’ve tweaked it a bit. Now it’s really, really niche, really specific. It still meets the thousand minimum requirements to make it a suitable audience size.
[00:19:23] Kevin Dieny: Now you’re like, yes, all. , I know my audience and because of the, the nicheness or the composition of this group, I now know what I’m gonna offer them, whether it’s an upsell, a cross-sell, maybe a promotional thing, whatever it is to this customer group. Okay? Now, the reason why you want to even market remarket it all to customers, like I said before, they know you, right?
[00:19:45] Kevin Dieny: They have worked with you before. They might be a suitably aware group. They’re interested, they might be more loyal, they’ve. with you. And, and so they have an understanding of what to expect. You can go beyond the, the line of what you’ve delivered already and give them an even better, even more value. And in that way you turn them from, yeah, I bought from this company to, I love this company.
[00:20:07] Kevin Dieny: Or This company not only helps me with this, they give me all these other things and it’s really valuable. Or you know, they might say, you know, this company is expensive. It’s. , but they’re better than everybody else. You know, , there’s lots of realm to work with there. So you’ve got your audience, you’ve got your idea of what you wanna offer them to some extent right now, before you go any further, and this is to save you time and effort, and I’m telling you this from my own experience, you want to make sure that that list that you have is going to match.
[00:20:47] Kevin Dieny: Into the platforms that have remarketing as a service available or remarketing self-service capabilities available. Let me unpack this a little bit for you. . If you have a list of a thousand people with a thousand with, you know, here’s the list. There’s a thousand people and one in each row down my list, right?
[00:21:09] Kevin Dieny: That’s, that’s usually it’s a spreadsheet or a csv, um, format or an XLS format, file, whatever it is, right? You’re gonna, you’re gonna have people down, each person, down each row. Now, for each, in each row, you have the person’s information, right? Might be first name, last name, email, phone. From there. Whatever other information you, you’ve included in this list, maybe the value that they’ve, they’ve brought to you.
[00:21:35] Kevin Dieny: Anyway, whatever it is that’s in this list, uh, you have to consider, okay, I have this audience, I have this list. Is this list clean ? When I put this, upload this list, or when I match, when I pull it, maybe your CRM or your database has a direct into audience. Tool. I know that some of the platforms, some of the marketing automation tools, marketing hubs, marketing CRMs, things like that, they do have these tools available where you can just say, okay, made a list.
[00:22:08] Kevin Dieny: Now export it to an audience platform for remarketing. Now, if you’re working manually, which sometimes is better than those two, even those tools, integrations, you wanna make sure. All the formatting, all the fields down, every row that you’re going to import are all crystal clean and . They, they are all functionally correct.
[00:22:33] Kevin Dieny: So the email field, right, if you think about it, well, it’s always something at domain and then tld, right? So it’s like, Kevin callsource.com or bill callsource.com or something like that, right? It’s always like something at the company domain, which is sometimes call, which for us is callsource.com, right?
[00:22:59] Kevin Dieny: That’s usually what an email address looks like. If you see something that says, Kevin at, and there’s no something.com or.net or Gmail or whatever it is, right Then that email address is broken. It’s bad. That’s not a correct email. So even though it’s in your thousand, the problem is, is that when it tries to match up into the audience platform, it’s not gonna work.
[00:23:22] Kevin Dieny: The audience platform has this information. And so what you’re doing is you’re taking your list or your report or your tool integration and it’s saying, Hey, I have Kevin here. Here’s his information. Do you have Kevin? And they’re gonna go, okay. If you have a bad email, it’s gonna say, Nope, I don’t have it.
[00:23:42] Kevin Dieny: So you’re, that row won’t count. Now if you have a thousand. and you import across and it says, okay, I only found 50 , right? Your match rate is gonna be terrible. That’s a 5% match rate. That’s terrible. You wanna shoot for match rates that give you a sizable audience to advertise to at the end of the day.
[00:24:03] Kevin Dieny: That’s why I said try to get a thousand clean list of records, because when you match your match rate, if your match rate is 50%, you end up with 500 that you can target of the thousand that you gave. That’s it. So your match rate, 50% means that you’re a thousand got cut in half, they matched half. You can’t expect a match rate of a hundred and percent it, I mean, it can happen, but just assume that you’re gonna get a 50 hope for a 50% plus because then you’ll still meet the minimum requirements, right?
[00:24:34] Kevin Dieny: Like I said, minimum is 500 ish. That’s why I said go to a thousand when you make your list. Because when you go to match into these remarketing platforms, they are gonna require you. Your matched audience be a certain size, so you, you’re gonna need to clean your list up. If, if it’s not too enormous, meaning I, I think, you know, depending on your memory of your computer and Excel or Google sheets, whatever you’re using to, to clean it up isn’t in the hundreds of thousands of rows of people.
[00:25:08] Kevin Dieny: Then you can do it, some of it manually, right? You can go through and say, okay. Any email address that doesn’t contain the A at sign, any anything doesn’t have a period. Right? Make them all lowercase, get it all prepped. The other thing you can do is each of the audience platforms for remarketing have a template, so get their template and then.
[00:25:30] Kevin Dieny: Copy your list onto their template, and then make sure your format says matches exactly as they want. I know in Facebook they may say something like, okay, give us, you know, separate the first name and last name, another platform. I say, give me the first name and last name all together, . And then you might go, oh, okay, well what if some p someone includes their middle name?
[00:25:52] Kevin Dieny: What if someone has a, so a, so uh, has like a junior or a mister or a doctor in front of their name. All of that you’re gonna have to clean up, which is the data. Organizational component of what you’re doing, and it makes your CRM data governance really important so that you don’t have to worry about doing this constantly, right?
[00:26:14] Kevin Dieny: You don’t export email addresses, and they’re all funky, they’re all terrible. You wanna make sure that your information is CL clean so that you can do things like this without spending. It’s like, great. I love the idea of remarketing. I went and I pulled out my list and it was, the list was all garbage, right?
[00:26:31] Kevin Dieny: Half the names are, are capitalized or, or missing a last first name or something, right? Or they don’t have any email addresses or that most of the email addresses are wonky. . Go through, clean it up, get it real nice. , do it your best, right? You can’t expect anything other than that. You take your list, you upload it, or use your integrator tool or whatever it is to get to take your customer audience and put it in these platforms.
[00:26:58] Kevin Dieny: So you put the, the most common ones, right? It’s like Google and Facebook. Not a lot of people are using, but a lot of, or most of the. Audience networks that are self-service have a capability of uploading a list and then matching it and just telling you, okay, well you uploaded a list of X and this is how many we have Of those people, they’re not gonna tell you individually who they have for privacy.
[00:27:23] Kevin Dieny: They’re just gonna say a number, an overall aggregate number, right? So assuming, okay, let’s check this box. Assuming you’ve got your audience, your offer, and it’s a matched audience size, suitable for advertising, right? Now you can begin the digital marketing of remarketing to this audience. Now, at any point along this way, if you’ve reached a point where you’re like, crud, I don’t have a large enough audience.
[00:27:52] Kevin Dieny: I don’t have a. My matched audience were terrible. You could always go back to any sort of remarketing medium that, that is not digital, that has a smaller requirement. You could literally send one letter to one person. You could direct mail like 200 postcards, right? You can call people. Um, there’s lots of things you can do.
[00:28:14] Kevin Dieny: That aren’t digital, that would still work and work really well for remarketing. But as we’re moving forward, we’re gonna focus on the digital side. You’ve got a matched audience and they’re sizable enough to advertise to. Okay, so you make your campaign. Uh, my taxonomy always tells me everything I need to know about the campaign, and it’s a unique campaign name.
[00:28:41] Kevin Dieny: Just in the campaign name. It’s always unique there that my campaign names are always unique. So in my campaign name, it’s gonna tell me, this is a remarketing campaign. It’s gonna tell me who the audience is, it’s gonna tell me when this campaign was established. It’s gonna tell me other information, if I need to know anything that I’ve put up along the way so that, you know, we always, it’s the practice of if you get hit by a bus , right, and you’re gone, is anyone gonna be able to look at this campaign and.
[00:29:09] Kevin Dieny: Oh, I see what he was doing here. You know, I could figure it out. Or they’re just gonna see the campaign’s called campaign number four, . That’s so helpful. I, I know everything I need to know from campaign number four. No, you don’t know anything. Campaign number four doesn’t mean anything. So in the campaign name, and this is what we’ll pass across into U t UTM parameters, I like to put re So that tells me, okay, this is a remarketing campaign.
[00:29:36] Kevin Dieny: And that also helps differentiate it in UTM parameters. And when it they come ultimately, maybe to my website or if they call or anything like that, I’m gonna know, okay, that this came from remarketing campaign, so I can attribute it. Okay, I’ve got my campaign. Now. Most of the, I would say 90% of remarketing campaigns are gonna be display based, so, What does that mean?
[00:30:04] Kevin Dieny: That means that when you remarket to people, it’s going to be with a visual, a graphical video, some sort of a placement. Um, that is going to be an ad that is contextually graphical. It’s gonna have images, imagery to it. It’s not gonna. just text most of the time. Like, um, actually like Highlightable, copyable text, the ad itself is gonna be in the format of, uh, display ad, and that I believe is the choice of most platforms there.
[00:30:43] Kevin Dieny: It’s not always the case. There are other ways. There are other, let’s say, placements, other types, other formats, other mediums within digital even that it may show up. But generally speaking, when. The ad that people are gonna see is gonna be a display ad. An image ad. Okay. Could be responsive, could be a lot of things, but generally think of it as there’s text-based ads that have no graphical visual component.
[00:31:10] Kevin Dieny: They’re just words. There’s display, which incorporates quite a lot, which is graphical, and then video, right? Maybe moving GIF responsive is in there, but generally speaking, The sort of experience ads are gonna be a lot more on the, the visual and the more informative, quick, simple ads are gonna be in text-based.
[00:31:30] Kevin Dieny: So the display side ads are gonna be what mostly is gonna be the option for you for remarking. So just be thinking, okay, I have my offer in mind. I know the audience, I have them in mind. I, how do I, what visual do I make for this? Okay. Remember with display ads, You’ve got less. I like to think of it.
[00:31:50] Kevin Dieny: You’ve got less than five seconds. That’s it. Someone’s gonna give you five seconds of their time at best here, . Some people don’t even look at the sides of a blog or where the banners are for ads. Some people have a lot of ad blocking, so they don’t even know the ads exist. But if they do see them, if they are there, you’ve got less than five seconds.
[00:32:11] Kevin Dieny: Okay? So things that are important. Okay, is to to note, is that the border of your graphic, your banner, whatever it is, needs to have some contrast relative to the page it’s on. You may be thinking, well, Display ads run the gamut in format. They go tall like a skyscraper. They go wide like a billboard. They go square, rectangular, they go tiny on mobile.
[00:32:41] Kevin Dieny: They go, there’s all kinds of combinations, whatever it is, right? You really don’t want people wondering, is this an ad? Now, it kind of seems counterintuitive, but hear me out here. You want people confident that when they click that, that they know they’re going to a nut. They’re going to another page. You want them to expect that I’m gonna go to this page, or, oh, I, I know this is an ad, but I still want to click on it cuz it’s that interesting to me.
[00:33:10] Kevin Dieny: You don’t want to trick people. , you don’t want to. Make an ad look just like the page it’s on. So they click on it thinking that they’re gonna go within the page, and then you take them somewhere completely else elsewhere. That is not, that is not a good experience. You want people, 100% to know this is an ad.
[00:33:30] Kevin Dieny: I don’t care. Right. It’s kinda what you want ’em to say, because there’s something so compelling about this ad that I want to click on it. That’s how you do proper. Maybe not, I shouldn’t say proper. That’s how you do effective display advertising. You don’t want them to think that when they click that, that nothing’s gonna happen.
[00:33:52] Kevin Dieny: You want them to know, when I click this, something will happen. So that’s why I say slap a one pixel border around the outside of this display ad. Whatever the visual is. You could make up a display ad in Microsoft Paint. Okay, you. It doesn’t have to be hardcore professional graphic design. If you have the ability to have someone make something for you, mock up something, something you’ve used in the past that fits this entire scheme, really well do that.
[00:34:19] Kevin Dieny: Fine. You are gonna need to make, assuming that, um, you’re not using some of the like, kind of responsively design components of some of these ad platforms, you probably will need several formats and there are. Most common formats for banners, for display ads, and there’s some least common ones. The most common ones are gonna be like, right, the billboard type, the leaderboard type, the square, the the, and the same versions designed for mobile.
[00:34:48] Kevin Dieny: That’s basically it. Think of this like within a month, okay? Most businesses can come up with, an audience can match it, okay? Clean it, match it. Have their offer and their graphics designed, which is, and then ultimately and their landing page built. That’s kind of what’s required to get a remarketing campaign launched.
[00:35:13] Kevin Dieny: You’re like, okay, I’ve uploaded my list. I know my matched audience. It’s good enough. I know my offer. I know kind of what visuals I want. I know kind of how I want the ad to look. Go make that landing page look dead similar to your display ad. So, Again, let’s use the golf example. If you’ve got a glove hand torn up and shredded or something, in the ad so that someone goes, whoa, what is that?
[00:35:37] Kevin Dieny: And they know, understand golf and it’s familiar to them, but seeing it shredded up and then your offer is like, Hey, we, you know, we’ll ship a glove to you, or five gloves to you a month or something if that’s your service. I’m just coming up with it here. When they click that and go to the landing, Put that glove image, visual something on the page.
[00:35:56] Kevin Dieny: Put the same language on the page. One of the biggest problems with where it falls off right from the click to the land is when your ad doesn’t look anything like your landing page. It’s such a bad, this is a practice applied to any display ad, but for remarketing to your customers. , you want that ad to be really resonated with them.
[00:36:22] Kevin Dieny: So don’t just, don’t just leave it all in the ad. Think about, okay, now that they’ve clicked it and they’ve gone to the landing page, right, it’s still important that there’s congruence there, that it’s relevant, that it’s, you’re not clicking on glove and then you, now you’re landing on a, a sale for golf clubs.
[00:36:39] Kevin Dieny: Okay? That’s not, that’s not the transition you wanna make. You wanna keep this all very much congruent and in. Now you’ve got it all. Now think about this. I mean, go to a whiteboard like this, right? Go to write it down on a piece of paper. Think about it. What will be the experience of the customer I have in this group?
[00:37:01] Kevin Dieny: And you’re gonna go, okay, so they’re sitting one day, they visit a site, they see my ad, they go to another website or another website, or they see their Facebook feed or wherever it is you’re advertising, right? They see my ad again. . Okay. They read it, they go, this is compelling. I know this is an ad. I’m going to click it because I’m interested in figuring out either how much it costs, if it’s true, what the terms are.
[00:37:26] Kevin Dieny: You know, like they’re, they’re compelled to move to that next step. They’re interested in that moment. They’re interested. They go there to the landing page. , whatever’s on that page. That’s the next layer of experience. Okay. Let’s say they decide either to fill out the form, to call to chat, whatever it is that your converting, converting action point is.
[00:37:46] Kevin Dieny: They do that, then there’s a follow up. Then there’s the next step. Maybe there’s an appointment, maybe there’s a visit may, whatever it is that you do until they purchase again. Okay? Walk through what that, think about what that journey. Feels like, what does it look like? Does that make sense? Right? And that’s where I want to throw some monkey wrenches in here at the end, which is what things do not do and what things to really think about with remarketing to customers.
[00:38:18] Kevin Dieny: Okay? These are the things that are the most common arguments, alright, against remarketing number one. Remarketing makes everyone pissed off.
[00:38:32] Kevin Dieny: Remarketing really makes people upset. I already bought the couch. Why am I seeing the couch again in ads? You know, I’m a customer. Why are they treating me like I’m not a customer? This is all remarketing done wrong. Because it is hard remarketing. Getting the list right, which I spent so much time on, is hard.
[00:38:55] Kevin Dieny: You might be a customer in their database. They may have exported that, they may have put it in a list to match the audience of, and they didn’t find you. That’s not the business’s fault , right? It’s just the way of the, it’s just the way that it works. So you. They don’t, uh, business may have a couple audiences.
[00:39:13] Kevin Dieny: They may have, okay. People who haven’t bought, then they have people who have bought, people who are in a special group, right? They may have these three, that’s it. Three audiences. Well, if it, if for some reason, The lists don’t work. You’re just gonna roll up to the audience that they do have you in, but the information is mismatched.
[00:39:33] Kevin Dieny: So you may see ads that say, oh, join now to become a new customer. This discount only applies to new customers. And it’s like, oh, cred. I’m already a customer. Why am I seeing these ads? I despise these ads . So this happens a. and as a thing that really does upset people is being in the wrong audience. Okay?
[00:39:57] Kevin Dieny: So you have to think about that. Okay, I have this audience. What if I missed people? My match rate was, let’s say 50%. What’s gonna happen to the other 50%? Right? Is this gonna marry relevant to them? Okay. The other thing to remember is f. That metric is so important. It’s the frequency of pissing people off
[00:40:18] Kevin Dieny: Okay? It’s very much the same. It’s, it’s a similar correlative metric to getting people frustrated. Frequency is the amount of times that a single person has seen that ad. So let’s say I saw an ad three or four times that may not really upset me, especially if it’s over like a weak. I just may be like, oh yeah, I’ve seen that company again and again.
[00:40:42] Kevin Dieny: Some people seeing an ad even once will flare them. Okay? There’s also people who could see an ad a thousand times and not care. So don’t worry about necessarily getting people upset cuz you have to take some risks. In business, you have to do that. But to get the, the least amount of people upset, frequency will tell you how many times.
[00:41:04] Kevin Dieny: On average, one, each person has seen or one person has seen an ad. All right? So on Facebook it’s very, very, they, they have this metric in there, and it’s important that you look at this. So let’s say you run a campaign for a couple weeks. If your frequency is above 10, okay, maybe it’s above 20 . That means that the people who have seen your ads each have seen them on average.
[00:41:31] Kevin Dieny: Over 10 times or over 20 or over 30. When it gets above 10, you may want to consider lowering your daily budget so that less people would see it. That’s just one way to control that. Another way to control it is to put more people in the audience so that. Basically, your ad budget is spread over a larger group of people, so the frequency should go down.
[00:41:56] Kevin Dieny: You kind of want under 10 frequency. If you can get under 20, it might be healthy for you. Depending on your business, you may want a really high frequency in a short period, and then you’re gonna turn the ad off. You may just wanna go hard for a little while. Okay? All of these are different strategic use cases, but really don’t forget about frequency because if you over frequent your people.
[00:42:20] Kevin Dieny: They’re gonna be upset. They’re gonna get mad . Okay? The second thing that I keep hearing about remarketing, and then the first one’s not untrue. It’s just you gotta be mindful, right? The second thing about remarketing that makes people upset is that whole, I bought the couch. Why am I seeing the couch again?
[00:42:34] Kevin Dieny: You can’t do anything about that all the time. You but it, and it’s so hard to control your audiences so that they’re exclusive. You want minimal overlap between, especially vertically. Grouped audiences that move people through a, a linear process, like a customer journey, a buying cycle. You don’t want people to keep seeing an ad when they don’t care.
[00:42:56] Kevin Dieny: They’ve already bought, they’re not interested. So you may keep your audience window short, small. So meaning if you uploaded a list, you advertise to it, you may go, okay, in 60, 90 days I’m gonna wash this list out, put a new campaign on, or something like. There’s other ways. Try to combat the frequency problem or the, I’m in the wrong bucket problem, but it’s something you can’t forget about because it will frustrate people.
[00:43:23] Kevin Dieny: All right. Last one is there’s a lot of different marketing strategies, mediums, channels. Gosh. So if I’m doing no marketing today, how important is remarketing? I always think about it like this. When you first start running your marketing campaign. , it will flow like a funnel. The funnel is really a great example.
[00:43:48] Kevin Dieny: You’re gonna have people at the top, people in the middle, and people at the bottom. Okay? Where your campaign fits in is a hundred percent dependent on the, on the funnel above it. For instance, to convert people in the middle. Those people need to know who you are, have some awareness, and have some understanding that, that there’s a problem and that you could possibly solve it, right?
[00:44:09] Kevin Dieny: All that happens at the top, so people aren’t just, , I’ve never heard of this company. I have no idea what they do. I’ll call them . That doesn’t happen. So to get people to the point where they go, I know what this company does, I’m interested. They have a, I have a problem, and they can solve it. You know, to get them to that awareness and interest level, that buying stage level, they have to uncover and get educated.
[00:44:31] Kevin Dieny: Right? That happens kind of at the top. So you move people top to middle to bottom. So wherever your marketing is, it’s situated sort of in a. . Now where, what’s the dropoff? Let’s say that people who are signing up on your website, let’s say there’s a hundred in a month, and let’s say out of the a hundred, only 2%, so two end up turning into a deal or an opportunity or an appointment or something.
[00:45:01] Kevin Dieny: So 2% of a hun, 2% of a hundred, there’s two people that’s kind of small. So you may go, Hmm, I’m seeing a hundred. I’m only able to convert of the a hundred leads, two of them. , that seems, that feels bad. What Can I increase that number? Okay. That’s what’s, there’s a severe drop off happening in my funnel.
[00:45:20] Kevin Dieny: It’s going from a healthy shaped triangle to like a very skinny, weird , like a really long funnel, right? Very skinny in the, very skinny and toward the bottom. So that understanding where your, where your flow or. customer journey has dropoff points. The dropoff points are perfect for remarketing. Okay? You have a hundred leads that came in only to turn into appointments.
[00:45:49] Kevin Dieny: What about the other 98? What can we do there? Ding, ding, remarketing, , right? Let’s get them back. Maybe there was something that initially interested them and then they lost interest. Well, how can we get their interest up again? How can we get them excited again, that’s remarketing. That’s one. Most tactical use cases so that you understand now with customers, they’re already bought, right?
[00:46:11] Kevin Dieny: But what are they doing? Like sure you’ve got them you bought, but now they’re just out there. You have this entire list of customers, what could, could you do something with it, right? Could you get them back, get them to come back again and again and again. That again, see tactically, that’s where remarketing fits in.
[00:46:28] Kevin Dieny: So those are some of the quick wins as well, right? Think about drop off points. Think about your customers, what you can do to upsell, cross-sell to them. Think about how I can, how you can get your CRM to be cleaner so that you can get lists out faster. So there’s not such a horrible. Day spent in Excel or Google Sheets cleaning up, you know, email or names or whatever.
[00:46:52] Kevin Dieny: The cleaner your list is, the higher your match rate. So it could be pretty important to have clean data and if it sounds like a lot of work. It’s okay. It kind of is, but it’s really not. Once you’ve done this a few times, you have the process down. You know what to expect. You know, okay, this is how much work I need for the landing page for the graphics.
[00:47:13] Kevin Dieny: Either maybe a video you’re gonna make. I ne I understand what it takes to get the audience in the list and now I can move going forward. You really don’t need hundreds of remarketing campaign. You may just have one. That’s it. Maybe you’ve never had one before. Maybe you’re gonna try for the first time.
[00:47:30] Kevin Dieny: Maybe you have some, but you’d like to redo them. Knowing some of the pitfalls and some of the things you need to be aware of, maybe you’re gonna check ’em to make sure that you’re, you know, the window of time that someone can be in your audience isn’t like, Six months, maybe you can tighten it. Okay. If they’re interested, they’re probably gonna buy from me in the next like 30 days or 60 days, and that’s it.
[00:47:49] Kevin Dieny: So set your window to that time. And if your audience gets too small, you know you have to, you have to go to other channels or other mediums. Maybe you have to spend more in something over here to get this other lists to be larger. You’re a brand new business. You don’t have much to work with in customers.
[00:48:07] Kevin Dieny: So all of these to say, Opportunities that I think make it so that you have a place to build the relationships between your business and your consumers by providing messaging, engagement, and interactions that do provide value to the audience and to the business. And that’s all what remarketing is. So I appreciate.
[00:48:34] Kevin Dieny: Everyone listening. I hope that through this let’s create, you’ve had an idea of what it takes to get a marketing remarketing campaign together, how to make them successful, what to be thinking about, and ultimately that you’ll start remarketing and you won’t be. , let’s say, frustrating. Too many people that you’ll be able to do something about it.
[00:48:54] Kevin Dieny: They’re not the cheapest, but they’re also not the most expensive campaigns. I wouldn’t say that they’re the silver bullet of cheap campaigns because they can be mismanaged, but if they’re managed well, remarketing campaigns can be so effective at cost per lead at generating lost opportunities at recapturing.
[00:49:15] Kevin Dieny: You know that other example, the. The opportunities that you, that just didn’t work the first time. It does take people multiple times, multiple impressions of things before that they will jump on it. Maybe they’re ready, maybe they’re not. So remarketing is all about kind of taking that risk and so I appreciate you listening.
[00:49:35] Kevin Dieny: Tune in again next time. Have a great end of the year. Thank you.