{"id":10248,"date":"2019-10-30T16:34:54","date_gmt":"2019-10-30T11:04:54","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=10248"},"modified":"2019-10-30T16:34:54","modified_gmt":"2019-10-30T11:04:54","slug":"ppcchat-challenges-with-remarketing-how-to-do-it-better-29th-october-2019","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-challenges-with-remarketing-how-to-do-it-better-29th-october-2019\/","title":{"rendered":"PPCChat | Challenges With Remarketing & How To Do It Better | 29th October 2019"},"content":{"rendered":"

Hosted by @NeptuneMoon<\/a>, this week’s PPCChat session sought experts views on challenges with remarketing & how to do it better, Web site issues that hamper remarketing and more.<\/p>\n

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Q1: Are you currently doing remarketing for some or all of your clients\/accounts? If so, on which platforms?<\/strong><\/h4>\n

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Yes! but I have the fun of having several clients who won’t allow site pixelling. Oddly, they are the ones that ask the most remarketing questions. @JuliaVyse<\/a><\/p>\n

Mostly on Google, but sometimes with Quantcast, Criteo, FB, Bing.\u00a0 @JuliaVyse<\/a><\/p>\n

Google and Facebook for me. @NeptuneMoon<\/a><\/p>\n

Yes! Google, FB, LI at the moment. @Mel66<\/a><\/p>\n

Google AdWords & Facebook. @adwordsgirl<\/a><\/p>\n

Anywhere and everywhere! I\u2019m a lot more in FB rn though so doing a lot of stuff there! I LOVE REMARKETING AND BUYER JOURNEYS! @markpgus<\/a><\/p>\n

Facebook and Google. @matt_lozar<\/a><\/p>\n

We also do programmatic retargeting but that’s a different dept from me. @Mel66<\/a><\/p>\n

Yes, Google, FB\/IG, LinkedIn. @robert_brady<\/a><\/p>\n

Remarketing on Google. @anna_arrow<\/a><\/p>\n

We have <\/span>#remarketing<\/a><\/span> in almost every account. Typically used in Google Ads, also will see it in FB. @amaliaefowler<\/a><\/span><\/p>\n

Yes! Currently: Facebook, Quora, Twitter, Google Ads, the platform FKA Bing Ads. @akaEmmaLouise<\/a><\/p>\n

Facebook remarketing ads work great for B2C eCommerce clients! @chloevarns<\/a><\/p>\n

Roughly all my clients, and all platforms possible. @JonKagan<\/a><\/span><\/p>\n

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Q2: What do you generally find are client\u2019s expectations for remarketing campaigns? Does it differ at all by platform?<\/strong><\/h4>\n

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In general, clients expect to use more specific messaging\/content based on buyer journey stage & what they know about the customer; and they expect lower CPAs. @Mel66<\/a><\/p>\n

Often they don’t know what to expect. It’s either expecting RM to do everything from fixing product issues to watering crops and smoothing irritated skin, to just getting more coverage. \u00af\\_(\u30c4)_\/\u00af @JuliaVyse<\/a><\/p>\n

ALL THE LEADS. @amaliaefowler<\/a><\/span><\/p>\n

Some think that it will retrieve all their lost clients. Some know of it as a buzzword but unsure of what exactly it is. And some realise searches are part of a funnel of sort and that remarketing is for those at a different stage, but want ROI stats. @AskYisrael<\/a><\/p>\n

Cheap Results and for the most part, that\u2019s what our goa is too! There are select cases where remarketing doesn\u2019t make sense for some. (Higher CPA\/ lower ROAS than prospecting). @markpgus<\/a><\/p>\n

Remarketing is tricky for lawyers. Either the audiences kill it and you get all sorts of cases or the audiences are filled with junk traffic and you get nothing @anna_arrow<\/a><\/p>\n

Clients generally expect a lower CPC\/CPA and better lead quality. @adwordsgirl<\/a><\/p>\n

I work in recruitment and our research showed that returning website visitors converted 2X as new visitors. We look for more conversions. but also just to stay in front of that engaged audience. @matt_lozar<\/a><\/p>\n

I feel companies assume that retargeting is a magic bullet, that their core offer is fine and they just need to beat people over the head with it to stick. @ferkungamaboobo<\/a><\/p>\n

cont’d: Clients also tend to forget that you have to continue to feed the funnel at the top, or there isn’t any relevant traffic to remarket to anymore. It can’t be a standalone strategy. @amaliaefowler<\/a><\/span><\/p>\n

I find most clients have a basic understanding of “ads that follow you around” but don’t necessarily have a clear idea of how they can be effectively used. Love it when I get a client who does have thoughts on things we can try! @NeptuneMoon<\/a><\/p>\n

The expectation–if they have one–is generally massive lead volume at rock bottom prices. Rock bottom prices often attainable but massive volume often not. @CJSlattery<\/a><\/p>\n

I haven\u2019t had clients not understand tbh. A lot of times clients will start with JUST FB remarketing coming from search! @markpgus<\/a><\/p>\n

Differs by client! Most view leads from retargeting as more qualified (higher value). But I specialize in Lead Gen so that leans toward B2B\/longer sales cycles.@akaEmmaLouise<\/a><\/p>\n

Most often I get “You can do that?” Then followed by, “why don’t we only do that?” and ends with “why isn’t there more volume?” @JonKagan<\/a><\/span><\/p>\n

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Q3: What is a remarketing campaign that you thought was awesome (one of yours or one you were on the receiving end of)? What made it great?<\/strong><\/h4>\n

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I have had a really successful one for abandoned forms halfway through for a bridal salon – the remarketing ads were specifically those who started the form but did not finish and offered discounted alterations should they buy. Worked really well. Additionally, RLSA. @amaliaefowler<\/a><\/p>\n

In-platform remarketing on Facebook: Video Views audiences and Lead Form audiences have been a great\/cost-effective way to nurture and qualify leads. Looking forward to more platforms adopting. @akaEmmaLouise<\/a><\/p>\n

TESTIMONIALS ARE\u00a0<\/span>Give me some UGC creative and throw up\u00a0<\/span>and watch the money flow in! @markpgus<\/a><\/p>\n

I built a remarketing campaign where the adgroups were segmented by themes. It was for a fishing equipment company. The ads were tied directly into the topics and themes of the placement instead of something generic and worked was pretty good. @AskYisrael<\/a><\/p>\n

When 99% of placements are on mobile apps, especially game apps, and the campaign is supposed to be B2B lead gen. @sam_lalonde<\/a><\/p>\n

W<\/span>e did a customized shopping cart abandonment one, where we added in the AOV to the list, and then made ads calling them “big spenders”. @JonKagan<\/a><\/span><\/p>\n

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Q4: What is a remarketing campaign that you thought was awful (one of yours or one you were on the receiving end o)? What made it awful?<\/strong><\/h4>\n

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I reserved a hotel in LA for a conference I was attending. Ads for the same darn hotel followed me around for weeks asking me to book my room. Cmon. @Mel66<\/a><\/p>\n

Most of the ones I’m asked to do. Just use the same creative. same landing page. parse the audience, why? uuuuuuugh. @JuliaVyse<\/a><\/p>\n

My husband – gotta love him but he is not usually mktg savvy – noticed that a clothing store was remarketing to him AFTER HE COMPLETED THE PURCHASE. It made him SO mad. EXCLUDE CONVERTED AUDIENCES. In conclusion, any campaign that does not exclude converted audiences. @amaliaefowler<\/a><\/p>\n

I agree on the already purchased ads. That is maddening for all, not just marketing folks. Also campaigns that are essentially “Don’t you want this? How about now? Maybe now? Ok, now?”. Convince me to take the next step or make a nice discount offer! @NeptuneMoon<\/a><\/p>\n

Anything that retargets me with the product I already purchased, and email remarketing in general. @ValenciaSEM<\/a><\/p>\n

Most of them. The ones that don’t cap the impressions and that stalk you everywhere forever. @CJSlattery<\/a><\/p>\n

1 and to echo what others say, don’t retarget me for stuff I just bought. And don’t show me the same thing I just read\/viewed over and over. Cmon. @Mel66<\/a><\/p>\n

Please don’t follow me around if I already booked your hotel. Also, if you REALLY want me to buy that handbag, can you at least offer me some $$ off after the 20th time you’ve shown me the ads? k. thx. @anna_arrow<\/a><\/p>\n

ALL REMARKETING THAT DOESNT ADDRESS WHY I DIDNT BUT ON INITIAL CONTACT. ADDRESS PAINPOINTS. DO SHOW ME THE SAME GD CREATIVE AS THE FIRST TIME!!!!!!! @markpgus<\/a><\/p>\n

Lookalike audience Facebook ads which retarget to me after I’ve made a purchase – what a waste of money! @chloevarns<\/a><\/p>\n

Already purchased ads. Ads that are inappropriate to media being consumed. Oh and remarketing campaigns that go on way too long, especially they don’t change their ads. @AskYisrael<\/a><\/p>\n

Agree w\/ others: same creative\/offer to both prospecting & remarketing audiences. I love data and it’s great to see how one audience performs vs. another, but I fully admit it’s just lazy advertising. Taking the time to customize creative *even a little* is worth it. @akaEmmaLouise<\/a><\/p>\n

Campaigns that show me the product I just saw. Campaigns that have no impression cap. @adwordsgirl<\/a><\/span><\/p>\n

D<\/span>efer to my upcoming presentation at <\/span>@DigitalSummits<\/a>\u00a0<\/span>“Don’t Blame the Vendor Because Your Ad Placement Makes You Look Like a Horrible Person”. @JonKagan<\/a><\/p>\n

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Q5: Do you have any kind of standard practice you use when setting up remarketing campaigns?<\/strong><\/h4>\n

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CHECK MCF IN ANALYTICS Reference – Time Lag Report – Path Length Report Create audience windows\/ funnels accordingly!!!! @markpgus<\/a><\/p>\n

Almost every campaign is set up custom for the objective. Almost always exclude converters unless we are selling an upgrade\/new version or something though. @Mel66<\/a><\/p>\n

Impression cap! Don’t be that guy. @ValenciaSEM<\/a><\/p>\n

Setting time limits. Excluding audiences. Have 2 ads, one for the cognitive route and one for the affective route. @AskYisrael<\/a><\/p>\n

Yes! get yourself a checklist, first. Next, set up the reason for your remarketing. Is it form dropoffs? repeat store visits? Next, exclude your converters (or at least limit the time between visits), build new creative, and label label label everything! @JuliaVyse<\/a><\/p>\n

Negative audiences. Just like embedded negative kws for search – if we are targeting a remarketing audience in one campaign\/ad set, we better be excluding it from others! Also, tracking and excluding people who convert so they aren’t hit up twice. @akaEmmaLouise<\/a><\/p>\n

I am all aboard the segmenting train. If things are not set up to be easily segmented into the audiences we need, I get to work on that FIRST. Also, I often like a series of ads, not just one. @NeptuneMoon<\/a><\/p>\n

Totally seconded on the series. Put them in a series of audiences with different ads and different offers. @CJSlattery<\/a><\/p>\n

I try find platforms that allow for smaller sizes or find other ways. Sometimes I’ll still create a campaign and see what happens anyway. @AskYisrael<\/a><\/p>\n

Don’t ignore placements. Make sure your audience\/placements are brand safe. @JonKagan<\/a><\/span><\/p>\n

With Facebook remarketing, show to all placements and then exclude the placements once you have some data and know what’s converting well @chloevarns<\/a><\/p>\n

Segmenting and several variations of the ads. @adwordsgirl<\/a><\/p>\n

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Q6: How do you handle <\/span>#remarketing<\/a><\/span> with small audiences\/too small to remarket? <\/span><\/strong><\/h4>\n

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This is where I’m torn. I try to generate more traffic, but sometimes its so niche that all I’m generating is poor quality traffic – that isn’t worth remarketing to anyways. So I’m looking forward to your answers. @amaliaefowler<\/a><\/p>\n

Use other platforms outside Google (FB minimum audience is technically only 100 users, I think Quora is 300?). You just can’t push as much spend toward it. @akaEmmaLouise<\/a><\/p>\n

This is a tough one. on google, I like to layer it onto another cluster using observation mode. that can give some simple, early data. In other cases I try to build the audience – boost your prospecting traffic to get to a place where the audience is big enough. @JuliaVyse<\/a><\/p>\n

It’s ok. You don’t have to do remarketing. Reengage folks through other means! \u2022 Say Hi & ask about their kids at an event \u2022 Email people who’ve converted with a good offer \u2022 Sponsor something your audience likes \u2022 Support your local NPR. @ferkungamaboobo<\/a><\/p>\n

Sometimes you have to explain that it’s not possible, which no client wants to hear. I’d go harder on trying to build an email list for these types of clients. @NeptuneMoon<\/a><\/p>\n

Well FB\u2019s minimum size is 20 soooo always possible here. Hit them with reach and frequency! If you don\u2019t have volume to inform ML then trust your instincts as a marketer and get in front of that audience!!! Search??? Yeah just go to FB INSTEAD. @markpgus<\/a><\/p>\n

A HUGE MISS FOR SMBs is the ability to put in SWEAT and have impact. You can see everyone that engaged with your ad. DM then telling them you want to give them a discount. If you\u2019re small \u201cDO THINGS THAT DONT SCALE\u201d. @markpgus<\/a><\/p>\n

Try to go higher up the funnel\/larger audience to build the audience. @JonKagan<\/a><\/span><\/p>\n

Be transparent. Sometimes cool features won’t work for you and somethings cool tests fail. Just be open with clients and manage expectations. @anna_arrow<\/a><\/p>\n

Go looking for your clients target market, if their audiences are too small, choose to do a conversion based campaign using Facebook’s audience targeting and the instant experience mobile experience. This way you can still get those sales in! @chloevarns<\/a><\/p>\n

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Q7: What are common issues or roadblocks that prevent you from doing remarketing in the way you might want to? Have you found any solutions or workarounds for them?<\/strong><\/h4>\n

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Legalities, ie Healthcare cant do Google remarketing. @JonKagan<\/a><\/span><\/p>\n

Client: you can’t pixel our site! Me: hmm, okay, I’ll work around it. Client: are we getting the results we need? How do we reengage our visitors? Me: … That’s my remarketing challenge in a 1 act play. @JuliaVyse<\/a><\/p>\n

Legalities, limitations with creatives, not having pixel data is probably the biggest one. @amaliaefowler<\/a><\/span><\/p>\n

Issues with getting appropriate creative & legal are the big ones I’ve run into as others have mentioned. @CJSlattery<\/a><\/p>\n

Lack of content\/\/creative\/something new to show in remarketing is the biggest barrier. No ability or policy against adding pixels to site. @Mel66<\/a><\/p>\n

Creative Handcuffs! Clients that won\u2019t make stuff for me<\/span>. I guess I\u2019ll serve the same creative and not maximize results. For me stressing creatives roll is HUGE in selling FB now. Audience size is another Andddd the FB algo working so well when going broader. @markpgus<\/a><\/p>\n

Too small audience lists for specialty and local providers – haven’t found. where remarketing media is too expensive for the audience. – lay out to the clients Where combined cost for acquisition is too high – exclude paid traffic. @AskYisrael<\/a><\/p>\n

Most common pushback: – Why should I pay for a user twice? I got them to the site once & they didn’t convert, why pay to bring them back? – We don’t believe in pixels or infosec\/legal team won’t let us (mostly going away) – We don’t have any other creative\/LPs to use. @akaEmmaLouise<\/a><\/p>\n

Web sites that make tracking important events, like a purchase or a form fill, damn near impossible. Need clear data points to build audiences for targeting & exclusion. It’s great when they are open to modifying the site! Lots of times they aren’t\/can’t. @NeptuneMoon<\/a><\/p>\n

Ok. Found Q7. Remarketing lists for the legal industry will get flagged frequently. Using analytics to build the audience seems to either slow the process of getting flagged or avoid it altogether. Also, remarketing to YouTube audiences is helpful. @anna_arrow<\/a><\/p>\n

Getting a client to install conversion tracking and Facebook pixels properly. Still trying to find a work around for this! @chloevarns<\/a><\/p>\n

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Q8: What do you wish clients knew\/did with their web sites to make remarketing easier?<\/strong><\/h4>\n

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Let me pixel the site? and if not, make those category pages clear and simple. the funnel shouldn’t be a star chart, it should be clear. @JuliaVyse<\/a><\/p>\n

Use separate URLs and don’t have things reload in the same page\/URL. Tracking is SO MUCH EASIER when you have separate URLs. Fill out a form? Go to a thank you page. Complete a purchase? Go to a thank you\/confirmation page. Make unique pages for remkt. ads too. @NeptuneMoon<\/a><\/p>\n

That they can’t just remarket back to the same page and it’ll be all good. And I wish they would setup within their analytics funnel stages so that remarketing can deal with each independently and consciously. @AskYisrael<\/a><\/p>\n

If you have a service and a lot of pages\/blogs about that particular service – to remarket to people interested in that service and not the others you offer – make them have something in the URL in common = easier to group them in an audience. Also no iframes. @amaliaefowler<\/a><\/p>\n

Create specific LPs addressing the pain points I\u2019m addressing in the ads! Also nice for building funnels when you can send them to a typical LP and optimize to a lower level event like VC or ATC which requires site navigation. @markpgus<\/a><\/p>\n

Categorize URLS so I can just use a URL contains \u201csub folder\u201d @markpgus<\/a><\/p>\n

Grant me Google Tag Manager access. So many fun remarketing opportunities (see my recent slides on the topic: <\/span>https:\/\/<\/span>hanapinmarketing.com\/google-tag-manager\/<\/span>\u2026<\/span><\/a>). @akaEmmaLouise<\/a><\/span><\/p>\n

3 LOAD FASTER!!!! @markpgus<\/a><\/p>\n

Single page sites are fun and cute and all, but a nightmare for trying to build audience behavior lists off. Make your sites digestable, deep, and navitgable but not overwhelming. @JonKagan<\/a><\/span><\/p>\n

Also businesses within other businesses (i.e. restaurants within hotels) – make sure you can track separately! @amaliaefowler<\/a><\/p>\n

Also a smaller note but if you are a franchise or have stores in several locations and each have a website, don’t make the form common for them all. That means we track ALL forms, not one. I wish more people knew to think about this when building businesses. @amaliaefowler<\/a><\/p>\n

Have an app with some content, not just purchases. those deep links help build a whole owned channel of yours right on people’s phones! make that app sing! @JuliaVyse<\/a><\/p>\n

I think it was <\/span>@michellemsem<\/a>\u00a0<\/span>at\u00a0@heroconf<\/a>\u00a0<\/span>that talked about the “price” of your offer (i.e. amount of data you’re requiring in exchange). If you’re retargeting someone who didn’t convert, lower the “price” (fewer form fields) or increase the value they receive. @akaEmmaLouise<\/a><\/p>\n

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Q9: Is there a feature or capability you wish was available for remarketing that currently is not available?<\/strong><\/h4>\n

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I realize this will likely never happen but I really wish third party booking systems like open table and jane app allowed for GTM\/Analytics installs – we can’t exclude audiences that convert this way, and its bad remarketing. @amaliaefowler<\/a><\/p>\n

LET ME PULL NONCOOKIE BASED DATA INTO AN ATTRIBUTION TOOL AND LET ME PUSH THOSE AUDIENCES OUT ON OTHER PLATFORMS But…. LOL WHO AM I KIDDING! @markpgus<\/a><\/p>\n

To have on Google similar to what Facebook has that you can create audiences based on interaction with an ad content. So that if someone saw an ad and did nothing or interacted and didn’t convert, to choose a different ad. @AskYisrael<\/a><\/p>\n

I agree on better cross platform availability for remarketing audiences. Might have to look at some more creative ways to get closer in Analytics…@NeptuneMoon<\/a><\/p>\n

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PPCChat Participants:<\/strong><\/p>\n