DISCLAIMER: This post is written as a live blog from Mozcon. There may be typos and grammer to make my high school English teachers weep. Please excuse those … it’s a fast-paced conference with back-to-back sessions and no time for proofing or even proper writing.
Duane Brown is up first after lunch to chat remarketing. Remarketing is getting visitors back to your site to purchase again or make a purchase they were interested in at some point.
He begins with the fact that 60% of people abandon shopping carts. Your goal here … to get them back.
He also mentions the growing importance of mobile, especially in developing countries where desktops may be out of reach economically but mobile phones aren’t.
What Is Delightful Remarketing?
He asks us to ask, is it delightful? Essentially, will your customers like it.
Big key … Commerce + Burn Pixel = The A-Team
You’re showing the add as a remarketing efforts but you should place a burn pixel in the conversion page to stop the ads if a customer completes the order so as not to annoy them and waste money.
SaaS + Marketing = Marketing Nirvana
Then he dropped the gem quote: “That’s the point of marketing, to make people feel like a better version of themselves.” Great quote.
Things you need to think about every time you remarket …
Frequency – how often do you want to show someone an ad. This is annoying. A good goal is 2 to 3 per day max.
Age – Use it whenever relevant. It saves a ton of revenue.
Location – Using different budgets or targeting parameters or just ads by region can have a big impact on conversions.
Creative – Test different ads with different people.
He likes to start with ad copy first and then working on landing pages.
He also notes that sometimes you have to take risk and things don’t work.