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