by dennis.yu | Jun 5, 2014 | Facebook, Google, Remarketing, Retargeting
The real story is that native retargeting via Facebook and Google kills their business as a stand-alone. And the bigger picture is that retargeting is not just an add-on to PPC, but revolutionizes how we all need to think about advertising.
It now means we must integrate marketing automation with our paid search. And thus, our content makers must own the mantle of amplifiers, since they know the target and are closest to the customer.
The casualties are agencies that have depended for so long on the traditional ad agency model: one and done, set and forget, “Super Bowl” campaigns, and media planning cycles. Might as well bring a rusty knife to a drone fight.
by dennis.yu | May 19, 2014 | Advertising, Custom Audiences, Facebook Advertising, Google, LinkedIn, Remarketing, social media, Workplace Targeting
The
right-hand side ads fared poorly here, but delivered the most clicks and the highest share of new visitors. Of course, new visitors convert at a lower rate than
retargeting traffic. So make sure you’re apples-to-apples.
LinkedIn converts 70% better than Facebook, but the traffic costs 4 times as much. Once they’re a lead, the conversion rates are similar, largely because we use ad copy that qualifies leads.
So the question is not “Is Facebook better than LinkedIn?”
Rather, keep the highest performing segments from both networks. If you can spare the effort to run campaigns on both networks, it’s well worth your time.
Your own results will vary, so test it on your own data and let us know!
by dennis.yu | May 12, 2014 | Google, Remarketing
Sorry- “Similar audiences”, an analogy to Facebook’s custom / lookalike audiences.
via verticalnerve.com
It takes your existing remarketing list and builds it’s own audience based on similar interests. It’s compiled from people browsing the Google Display Network over the past 30 days and can be used to serve both text and image ads on the GDN, but your remarketing list needs at least 500 unique cookies to use the feature.
You should only use lists with closely identical userbases, or Google might have a hard time making a similar audience. The similar list sizes are currently small, so you should take precautions such as adding the matching remarketing list as a negative to only serve fresh users.
You can find Similar audiences under the Display tab by going to Ad targeting->Interests & Remarketing, or in your Shared Library under Audiences, so if you have an awesome list- give it a shot and let me know your results!
