Feeling ‘Worn’ Out By The Same Ad? Here’s How To Fight Against Redundant Remarketing

Young blonde woman wearing denim jacket over isolated background with hand on head for pain in head because stress. Suffering migraine. (Beautiful young blonde woman wearing denim jacket over isolated background with hand on head for pain in

If you ever saw an ad about a product or online shop you visited the previous day, you should raise your hand to yourself as you scroll through your phone reading this before going to bed (don’t let Alberta’s summer mosquito’s bite). Online Advertisers know this all too well, but for the uninitiated, this is what we call “remarketing”: a wonderful tool that let us show custom ads to users who’ve recently been to a website or viewed specific content. Remarketing reminds people by saying “Hey, that product you were looking for is still in stock—and look, there’s a sale for it now!” and it’s a practice that appeals to many of our clients (and rightfully so!).

Recent experiments here at Strathcom show this strategy works—and works well! Multiple Facebook accounts we operate with had great results when remarketing campaigns were layered into the mix of a holistic strategy, compared to solely targeting a broader audience with a one-size-fits-all approach.

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Cross-Device Remarketing, Finally!

Advertising has come a long way since the days of Madison Avenue executives, in their glass towers coming up with the next great marketing campaign.
madmen
We are able to target people based on age, gender, location, interest, if they are in the market to buy your product, and so much more. Remarketing (showing ads to someone that has previously visited your site but has not converted) is one of the coolest targeting methods, but for a long time there has been something us advertisers have been waiting for… cross-device retargeting.
Cross-device remarketing has been on our wish-list since 2013, and it’s crazy to think it has taken this long for Google to enable it.

Why is cross-device remarketing important?

To try and put this in perspective, let me ask you a question. How many devices do you use a day? 2… 3…? I personally use 5:
• Work Laptop
• Home Laptop
• Mobile Phone
• Tablet
• Apple TV

And according to Google, this is standard for the average person.

Up until now, if you wanted to remarket to someone like me, you had to do it separately for mobile and for desktop, which makes it tougher to keep your story consistent; and because most online conversions start on one device and end on another (60%), telling a single story, with consistent and linear branding to your audience, is essential. This is now possible with cross-device remarketing, where – in an advertising sense – you are able to view someone as a single person, instead of Person A on mobile an Person A on desktop.

This also give us greater control with how often those potential customers see your message, as we can cap the frequency your ads are shown overall to that person, instead of separately on mobile and desktop, which had the possibility to show your ads too often.
A user has to be signed into their Google account for this to work, but considering Google now has over 1 billion monthly active users, that is a big pool for you to pull from.

Want to start cross-device remarketing or have questions? Feel free to reach out to info@strathcom.com.

How To Revamp Your Search Strategy with Audiences

In the world of Google Search, keyword targeting has become the most specific method of reaching out to customers with the intent of purchasing the products and services your dealership has to offer. Traditional keyword targeting also ensures ads are within relevant context by including several metrics such Quality Score and Click-thru-Rate.  However, no matter how granular you try to be in your keyword basket, it’s difficult to understand audience behavior based on their keyword searches.

The first resource most people turn to when searching for their next vehicle.

With the launch of remarketing lists for search ads (RLSA); intent, context, and audience were combined to create a search campaign tailored to past visitors of your site who are searching Google for your dealership, vehicles, and services.  Since implementing RLSA’s to our accounts’ strategy, remarketing has now proven to be as successful at targeting past website visitors on the Display and Search Network.

Modern advertising involves targeting the individual.

Now, we are able to combine the success of keywords and RLSAs by adding different ‘bid only’ audiences to your targeting strategy in the Search Network. By adding different audiences to our ad groups, we can serve ads and unique landing pages depending on the audience the customer belongs to, the next time they conduct a generic Google search.

For example, we can add shoppers looking to buy a Honda Civic and a Honda CR-V on separate lists, and the next time these users search for “new Honda”, we can serve them either Civic or CR-V specific ads with landings pages that lead them to claim an offer or book a test drive for their desired model.

Targeted marketing can increase your sales

Coupled with Customer Match targeting, we can move prospecting car buyers down the conversion funnel from researchers to loyal customers.

Here at Strathcom, we are dedicated to improving our skills and knowledge by staying up to date on all new PPC trends and products. Call us today to get started on your new PPC account!

Turn Even More Website Visitors into Leads

Advertisers love the ability to follow around potential customers with remarketing ads because it’s a great reminder to customers of their ever growing list of wants, as the advertiser patiently waits until your will power is at its lowest and for you to finally return and make your next purchase. You may even be running these images ads for your own dealership.

Today, this is how most people search for new vehicles.

Now, what if I told you that you could have this same stalking ability but get your business in front of audience that is actively shopping for your products a second time? No more passive approach to remarketing, patiently waiting until a user is ready to continue down the purchase path. You can skip the waiting and now entice previous website visitors when they’re actively on the hunt again. How can this be? Well…

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Dynamic Remarketing 101

 Is it fair to expect to convert visitors on their first visit to a website? According to Hub Spot, approximately 96% of visitors that come to a website are not ready to buy….yet[i]. For the casual browser who is looking for more information, offering the visitor relevant information to keep them on your webpage for longer could mean the difference between a conversion and a bounce.

Today, this is how most people search for new vehicles.

That being said, we all know that a certain percentage of bounce  is inevitable for any website out there, particularly when we are dealing with an extremely competitive landscape such as automotive marketing.

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