Multichannel Remarketing Strategies: 360 degree-communication

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INBOUND MARKETING · 19 / 05 / 2015

The first thing we think about when the it comes Remarketing To the head is simply “show ads to my visitors to return to my website.” Well, actually the first thing we think about is that advertiser who did not stop showing us ads for a month and a half after we looked at for 3 seconds one of their products. But from this problem we can talk another day.

As I was saying, the most common use of remarketing strategies is to show Display ads to visitors to an E-commerce website. This is not surprising because it is the most direct way to see a return to the investment made, but it is a very limited perception.

In my opinion, we should integrate remarketing strategies into our communication strategy and use them in an intelligent way to communicate with our audiences directly and to meet their specific needs. What do I mean by this? In following, I expose several situations and how we can adapt to them through different strategies of remarketing.

“I found a niche on Facebook and would like to address it and similar audiences through Google Display Network (GDN)”

Online advertising platforms do not want to see how you pass data from one vendor to another, generating situations where you have good results in one but do not succeed in translating the other.

For example, there are situations in which we want to ‘ recycle ‘ Facebook traffic and communicate with those same audiences but from their interaction with Google networks. In our experience, that happens because Facebook is fantastic to define and test very specific audiences, but once you have found them are not very scalable.

Google, on the other hand, is characterized by having the best scalability, flexibility and integration of the different networks. That does require a lot more effort to detect niche audiences.

In a case like this, in Digital Menta We designed a remarketing strategy that allows us to add Facebook traffic to Google’s audience listings, from where we can do many more things like:

    1. Remarketing campaigns on that traffic, in addition to using similar audiences on Display to grow more.
    2. Remarketing campaigns on YouTube to continue branding and distribute our multimedia content.
    3. Search campaigns with ‘ remarketing List with Search Ads ‘ to make sure that when a user who has met us through Facebook find certain keywords in Google we can appear first and keep ‘ top of mind ‘.
      Strategies remarketing with Facebook on Google

      Strategies remarketing – Facebook audiences on Google

“I have a YouTube channel with many subscribers but I can’t attract them to visit my website.”

There are also companies, for example of products of adventure, with social strategies that have accumulated a very high social capital to the lardo of the years in the form of YouTube channel with many subscribers. The difficulty in such a situation is to monetize those audiences which, being in a completely free entertainment medium (YouTube), do not have much interest in visiting our website and converting.

In situations like these, a remarketing strategy is our best friend. With a well defined strategy we can segment the subscribers of YouTube in audiences with specific profiles of behavior (they subscribed, they have seen our videos, they have commented and/or they liked a specific video, etc) and then Develop through remarketing on the Display network campaigns with specific creatives for each of those segments.

“Users who visit and read my blog are my target audience, but I have taken so long to get them that I do not consider making the effort to have a similar community on social networks (in this case, Facebook).”

In this case, Facebook provides you with the ideal tool with its Custom Audiences. By placing your pixel on the blog’s website, Facebook will analyze your audiences and create an aggregate of profiles and features. With these listings it is possible to advertise your posts (of the same material that you upload to the blog) and Creativities (with commercial offers) to audiences of similar characteristics, and thus to replicate your community in addition to starting to monetize it with advertisements of your Products.

“I am opening a new category of products complementary to what I already sell but I do not want to disturb my users, I just want to communicate to those who may be interested.”

One of the most interesting features of the Google remarketing It’s their granularity. It is true that it has certain drawbacks, like the appearance of its dynamic creativity or the effort of optimization that it requires (especially compared with suppliers whose algorithm does not even let you choose the CPC) but it is, by far, lA more flexible, granular and transparent platform.

Thanks to these advantages, Google’s remarketing strategy allows us to create very specific audiences of visitors to certain product pages. For example, if we know that people interested in buying skis or other snow gear are very attentive to ski offers, it is very easy to create a listing with the relevant product and category pages and set up a remarketing campaign with ads on the best Ski pass discounts for the season.

Personalized Lists Remarketing strategies

Remarketing Strategies – Personalized Lists

“I just started a new advertising campaign that includes ads on YouTube and I want to make sure that people who watch my video will also see my banners online.”

Today, the various Internet advertising channels are getting closer to giving us the ability to complete multimedia campaigns aimed at high percentages of the national population. With the main tools of search in Google, social conversations through Facebook, video and entertainment by YouTube, and the programmatic purchase of advertising spaces with RTB on Display, according to the desired audience, it is possible to mount strategies of 360 exclusively digital degrees.

It is in this type of initiatives that a strategic approach to remarketing would multiply our efficiency and contact capacity with our target audience. A basic example would be to combine videos on YouTube and Banners on Display to increase the memory of our advertising campaign. Thanks to the integration of YouTube with AdWords it is possible to create very specific audiences according to the interaction of the users with our multimedia material (they are videos in the channel or advertisements) and to direct them complementary messages through banners When they surf the net.

Remarketing is the ideal tool to integrate all your advertising channels and thus multiply their efficiency and complementarity.

As you can see, with a little originality and knowledge of the technical capacities of the different platforms, it is always possible to configure remarketing strategies to be at the service of our objectives and needs. This powerful tool is not only for drilling to any unsuspecting that visits our website with our products (in the worst case, often not so). It also allows us to perform much more subtle and complex actions, transferring audience data from one platform to another, to the service of less common but more sophisticated objectives. All you need to do is define a remarketing strategy, and know how to set up the codes and how to use the audience data they generate.

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