The One Guide to Remarketing is a comprehensive guide on remarketing or retargeting, a form of advertising that involves serving ads to users who have visited your site and have been cookied. Through this technology you can tailor specific ad creative to your site users with specific calls to action. Visit http://www.onenetmarketing.com for more information on remarketing and other digital marketing tactics and strategies.

1. o
The One Guide t
Remarketing
How to Lower Your Customer
Acquisition Costs, Boost Leads and
Conversions, and Accelerate Brand
Awareness with Remarketing
onenetmarketing.com

2. About the Authors
This guide is written by One Net Marketing, a digital Oh, the authors! This guide is written by One
marketing agency based in Victoria, BC. We specialize Net Marketing’s Dylan Touhey, CMO and Co-
in driving high quality traffic and sales, to client Founder of One Net Marketing, and James
sites via inbound channels such as search, social, and Mulvey, Content Architect. Both James
content marketing as well as direct response channels and Dylan work extensively on remarketing
such as paid search, display, and email. campaigns for One Net Marketing’s clients.
Our clients include SaaS and technology firms from For more insights, follow us on Twitter. For more
around the world, including Google’s Wildfire, resources like this sent right to your inbox, join our
1E.com, ImpactRadius.com, RealNetworks.com, advanced digital insights newsletter (never more
Groupon’s UpTake.com, FreeMonee.com and CBS. than 2-3 emails per month).
We are a Google Certified partner and vetted by the
Business Development Bank of Canada.
Dylan Touhey
CMO and Co-Founder of One Net Marketing and former
Business Development Manager at Value Click Inc. Dylan has
10 years of experience driving traffic via display advertising
and direct response marketing for major brands such as
Expedia, Real Networks, Verizon, and Adobe.
James Mulvey
As a Content Architect and Copywriter extraordinaire,
James works extensively on the creative side of
display advertising for clients such as Google’s
Wildfire, 1E.com, Groupon’s UpTake, and Impact
Radius. James has a deep understanding of consumer
buying psychology and copy that sells.
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3. Table of Contents
Remarketing Overview...............................................................................................................4
Why Remarketing Matters for Web-Based Business............................................................6
How the Technology Works.......................................................................................................7
Using Remarketing for Customer Acquisition........................................................................9
Planning Your First Remarketing Campaign........................................................................ 11
Campaign Optimization:
Seven Classic Remarketing Mistakes to Avoid.................................................................... 15
Take-Away Sheet: Remarketing Best Practices................................................................... 19
One Net Marketing’s One Principle....................................................................................... 21
Remarketing is Just the Beginning........................................................................................ 22
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4. Remarketing Overview
Remarketing (also called re-targeting) is based on
the premise that people who have already visited Companies that
your website’s key pages (product pages, shopping
leverage remarketing
cart, etc) are much more likely to buy.
technology—rather than
According to data from Microsoft, only 3% of visitors
standard display (banner)
convert after the first time visiting your site and 97%
visitors leave without taking any action. campaigns—have seen as
much as a 600% lift in
By using remarketing, you can expect some response rates.
enticing benefits:
~ Reduced CPA costs due to targeting a precise
pool of prospects.
~ Increased brand awareness in a relatively short With this data, you can execute razor-sharp display
time period without investing a large budget. advertising campaigns, helping you to convert more
~ Increased conversions by remarketing to shopping of your lost visitors with a special message, deal,
cart abandonments. or series of ads that speaks to their stage in the
buying funnel.
~ Higher volumes of leads for B2B products and the
ability to keep your brand top of mind during a
prospect’s research of competitors. You can use remarketing to:
~ Lower click costs due to targeting prospects who ~ Close users that visited your site but didn’t
have shown an explicit interest in your product convert (an estimated 97% of visits).
versus broad matching. ~ Combine branding and direct response
techniques, targeting users across the different
Using a non-invasive tracking code, this remarkable
stages of the buying funnel.
ad technology enables you to develop lists of
qualified visitors based on those visitor’s previous ~ Help users with brand recall, especially as they
behaviour on your site, including the pages they research competitors.
visited, content consumed, and products they might ~ Target users on the keywords they used to
have browsed. find your site (especially ones that signal high-
buying intent).
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5. Remarketing is also excellent for
promotions, subscriptions, and upsells. Remarketing can
With remarketing you can... help lift conversions,
~ Offer qualified users special coupons and promos particularly in driving
based on their interest in your website (such as software purchases,
deep visits to your product pages).
recovering abandoned
~ Retarget users who did purchase with similar
products or upsell them.
purchases, and
~ Convert Freemium customers who signed up
quickly creating
for a trial subscription. brand awareness and
~ Offer premium subscriptions to visitors that credibility in complex
regularly consume your free content.
B2B sales cycles.
Companies that leverage remarketing technology—
rather than standard display (banner) campaigns—
have seen as much as a 600% lift in response rates.
Remarketing is used by leading software companies This guide is designed as a comprehensive
and retailers, especially for software and SaaS introduction to remarketing. It covers essential
products, ecommerce, web apps, retail, travel, B2B, knowledge for marketing managers, media buyers,
and consumer electronics. brand managers, and CMOs.
At One Net Marketing we get a lot of questions The goal of this guide is to provide you with a
about remarketing so we decided to publish this comprehensive look at how remarketing can help
guide to show you how remarketing can help to convert more website visitors into new leads
lower your customer acquisition costs by targeting and buyers.
different messages (and offers) to your prospects
as they move through the buying funnel.
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6. Why Remarketing Matters
for Web-Based Business
Remarketing, a form of digital ad targeting, can ~ For ecommerce sites, remarketing can help
help you recapture and convert prospects that have recover abandoned shopping cart purchases and
already visited your site. The technology works by lower new customer acquisition costs by as much
using a non-invasive text file to gather data about as 22% (data from Google).
user behaviour.
~ For entertainment companies, remarketing can
By targeting users that you have already identified be used to sell premium subscriptions. You can
as interested in your products, Remarketing can target the users that consume regular content—
help lift conversions, particularly in driving software and entice them in with special promotions or
purchases, recovering abandoned purchases, and free trials.
quickly creating brand awareness and credibility in ~ For web-based businesses, remarketing can help
complex B2B sales cycles. drive upsells to existing customers—targeting
your fans and customers with tailored advertising
Why does this matter? based on their browsing preferences.
~ For smaller brands that can’t spend millions
on brand awareness campaigns, remarketing
allows you to more carefully target your display Key stats at a glance
advertising to a list of qualified prospects. You
can still build your brand—but to the customers Remarketing can produce between a 400-600%
that matter. increase in response. (Based on CTR data from
~ For software and SaaS companies, remarketing Criteo and Advertise.com.
can help dramatically lift product trials and keep Remarketing works on the Google Display
your brand top-of-mind as users research your Network, which reaches about 80% of Internet
competitors. users around the globe.
~ For B2B companies, remarketing helps to Remarketing can also help to lower the cost of
accelerate the prospect’s purchase path, moving customer acquisition.
them from not recognizing your brand to the According to Google’s data, targeting
assurance that you are a leading player in abandoned shopping carts purchases can
the market. average 22% lower CPA (cost-per-acquisition)
than customers acquired via online advertising
without remarketing. And 65% lower than
account average.
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7. How the Technology Works
Using a simple snippet of code, remarketing works
by tracking a user after they visit your website. The
Remarketing in the travel
technology that makes it possible are ‘cookies,’ tiny
space – a mini-case study
pieces of data used to track browsing habits.
The marketing challenge:
Cookies are non-invasive text files that basically let
Intercontinental Hotels Group noticed that
an ad server know the browsing history of a user.
some users would go to one of their hotel brand
Here is a remarketing scenario: If user X has been sites and browse but would not book a stay.
to website Y, display banner ad #2. Banner ad #2 is
How remarketing helped:
designed to lure the user back to your website with
IHG ran ads for its hotel brands, which
a 10% off coupon code.
include Holiday Inn, Crowne Plaza, and
Your Site / Cart
InterContinental, across the Google Display
User Leaves Network. In the creative, they offered specials
to users who had previously shown interest in
Web User
one of their hotel brands.
Popular Site The results?
BUY Remarketing ads had a 21% higher overall click-
thru-rate compared to remarketing campaigns
on other ad networks.
Click here
Clicks increased by 55% after IHG introduced
User Is Brought Back text ads into their US campaign. IHG increased
Your Ad budget by 100% as a result of campaign
performance.
This technology is not malicious or spammy. It’s just
a basic text file written to the user’s machine that
allows the ad server to follow the user after they
leave your site. Users can always delete their cookies,
if they wish. Most don’t.
As your prospects navigate the web, more
progressive versions of your ads can be displayed in
attempt to woo them back to your site – often with
incentives such as a free trial, a special discount, or
an upgrade.
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8. Where you can Shopping Cart Pages – If you run an
ecommerce site, you could place an audience
put remarketing tags pixel somewhere in your checkout process.
That way you can specifically retarget visitors
The nice thing about remarketing is that it can be
that have abandoned their shopping carts.
used for a variety of different digital campaigns—
from recovering shopping cart abandonments to lead Key Product Pages – If you send traffic to your
generation campaigns to launching a direct response product pages through your blog or if they land
promotion for an ecommerce site. there from paid channels, then you’ll want to build
Here are a few examples. a list of prospects. This is excellent for software and
complex sales as you can make sure you are running
Your Company’s Websites –You can build display remarketing for a qualified list.
an extra asset from your traffic and start to
generate actual leads or sales from your content
with a remarketing display campaign. This is
How you might target visitors for
especially useful if you find that while your a remarketing campaign:
How you might target visitors for a remarketing campaign
traffic levels are healthy, you are having trouble
Yoursite.com Yoursite.com Yoursite.com
converting that traffic to leads and sales.
Landing Page Thank You Your Cart
Landing Pages – You can use these to build a list of
interested prospects, soft-sell visitors with content
after they leave the page, or try to entice them back TRACKING CODE TRACKING CODE TRACKING CODE
to complete a transaction with a compelling offer.
Confirmation Pages – Sell more to the converted!
They have already bought from you, trust you, and 10% Coupon Code New Hats in Stock Baby Come Back!
Just for visiting our site! A perfect match for your And we’ll give you
so you can build a unique list for your customers. recent shoe purchase. free shipping!
This is great for upsells, promotions, and new
product launches.
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9. Using Remarketing For
Customer Acquisition
Here are three big reasons why remarketing is With most purchases (other than impulse purchases),
helping digital advertising evolve. customers rarely buy from one marketing message.
Customers move from awareness to interest, then
In the past, online marketing was dominated by direct
to an evaluative period, and then finally towards the
response. The evolution of digital has progressed
action period of purchase.
to a more nuanced understanding of the customer
journey and how people come to buy online. The chance that a prospect will jump from seeing
your brand campaign to ordering your $500 monthly
Remarketing is an important piece of this
software suite is very slim. Selling takes time, trust,
puzzle as it can help to combine branded
and multiple events to lead the prospect towards
and direct response advertising into a
a purchase.
single, powerful display ad sequence.
Remarketing allows you to combine the
important first stage of branding and credibility
Advertise beyond the first
1 stage of the buying funnel
building with the later stages in the buying
process such as evaluation and action.
Normal display ads tend to focus on the first Recent innovations such as multi-channel
stage of the buying funnel. This means the ad attribution have helped to better track this
has to accomplish a lot: introduce the company, path towards purchase, showing that branding
communicate the principle benefit, establish and direct response often work in tandem to
credibility for product promises, and try to get the bring a customer to your shopping cart.
user to take some form of action.
This begins by studying the behavioural data your
However, smart marketers have for years preached website visitors leave behind. And then creating
about the importance of the different phases of ads and offers that will best resonate with those
buying process. visitors—and where they are in the buying cycle.
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10. Your website visitors always
2 reveal their buying intent ...research suggests
that only 3% of
Remarketing begins at your richest source of
customer data—your website. This ad technology
customers will buy on
allows you to leverage key data about how visitors their first initial visit to
interact with your website (including the depth and an ecommerce site.
recency of visit, the product pages they visit, and the
keywords they used to discover you).
This data-based approach can make your display
campaigns even more powerful, helping to launch
creative that appropriately matches the buying stage
of the prospect. Leads need
The result is more flexible campaigns that resonate
3 some love!
with the prospect. For example, a customer who
In contrast, prospects that read your blog, have
has used a keyword with high buying intent (such
watched a product video, but have not yet visited your
as “time tracking software best monthly plan”)
pricing pages, these are lower in the buying funnel.
and who watched your product video, checked
out your pricing page, and returned to your site In fact, research suggests that only 3% of customers
several times to compare plans—this is a valuable will buy on their first initial visit to an ecommerce
prospect ready to buy. Targeting them with site. You might also be surprised to learn that 71%
brand campaigns would be waste of advertising of customers that enter into an online shopping cart
budget. They know who you are, know your abandon their orders completely (source Forrester).
product, and are on the fence about purchasing.
Remarketing allows you to target these prospects
Remarketing would allow you to send this prospect with a sequence of creative, reminding them of your
an appropriate creative—such as an direct response brand, selling them on your key product features,
incentive to start a 30 Day trial. This ad, because it and then later prompting them to a purchase with a
matches their place in the buying cycle, is much more compelling offer.
likely to cause a response and prompt a conversion.
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11. Planning Your First
Remarketing Campaign
A B2B client came to us puzzled as to why their
remarketing campaigns were not working. This
Recovering shopping
particular client had read all about this powerful cart abandonments with
new innovative technology called remarketing and remarketing – a case study
they were ready to deploy their home grown ads to
prospects that had already engaged with their site. Using Google’s tracking codes to tag visitors,
Yankee Candle compiled a list of 41,000 visitors
Like all clients they were anxious to start flooding who had placed items in their shopping carts
their CRM with high quality leads so they created in the last 60 days, but who had not completed
an ad, picked their targeting, and let it run. Nothing their purchases.
happened. No floods of clicks. No juicy leads. Yankee Candle then showed both text and
Something was wrong. They needed our help. image ads with discount offers to these previous
visitors across sites in the Google Display
When we took a look at their campaign, it was easy Network to encourage customers to return and
to spot the problem. They had the technology complete their purchases.
configured correctly but had failed to think through
Yankee Candle’s Remarketing campaign has
the creative and the underlying psychology of the
generated positive results, with nearly 10
consumer buying cycle. percent of its abandoned shopping cart visitors
returning to the site.
Rather than design a progressive sequence of ads
(remarketing lists) to appeal to prospects that had The Remarketing campaign’s conversion rate
already visited the site, our client was serving the was also 600 percent higher than the account
average, and the cost-per-conversion was nearly
same ad to everyone. In other words, prospective
half the account average.
customers saw the same ad regardless of how
many times they visited the site, or how far they Read the full case study here
progressed through the conversion funnel.
This misses the fundamental idea behind
remarketing.
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12. For us, remarketing is about intelligently leading
your buyer through a progressive sequence of ad ...remarketing is about
creative. This ad sequence should combine branding
with direct response, telling a story to your audience.
intelligently leading
This core insight should be the basis of a planning a your buyer through a
remarketing campaign. progressive sequence
In fact, with remarketing you should design and of ad creative.
target ads for every unique stage of the buying cycle:
from initial awareness and brand recognition, to
interest, to research, and then to sale.
In other words, remarketing technology isn’t about ~ Be creative—experiment with a few different
bludgeoning your prospects with repeated ads that versions and types of creative. Consider creating
never change. Remarketing allows you to keep your three basic types: brand-orientated, feature-
brand present as the user explores competing offers. orientated to educate and interest prospects,
Then after they have seen your brand and have come and compelling offers to drive response.
to recognize your company, you can hit them with a
~ Credibility counts—don’t just keep hammering
compelling offer when they are in the decision phase
prospects with product benefits. Instead, use
of their buying journey.
remarketing to gently convince prospects that
your product can solve their problems.
When planning your remarketing campaign: ~ Be conversational. The same creative can get
~ Make a list of different buying profiles based on tiring for prospects. Try to be conversational
where those prospects are in the buying cycle. and mix it up.
~ Craft a sequence of creative, matching to the
different stages of the buying cycle. These should
also match the different types of remarketing
lists you create and correspond to the data you
have gathered from your website.
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13. Company Spotlight:
SEOMoz remarketing the right way
One of our favourite companies is SEOMoz, a SEO software company from Seattle. Over the last few
years, they have been pretty excited about remarketing. They’ve claimed it has boosted their sign-
ups and helped them convert more software trials into regular subscriptions (they haven’t revealed
their internal data about the specific lifts in conversions).
The following creatives blend brand campaigns with lead capture campaigns. They also target based
on the different stages of the buying funnel. For users searching for “free SEO tools” they try to lead
them to their site. And for the prospects who they have qualified (based on keywords and their past
visitor behaviour on SEOMoz.org), SEOMoz launches ads aimed at turning that fan into a customer.
www.seomoz.com www.seomoz.com somesite.com somesite.com
someothersite.com someothersite.com yetanothersite.com
yetanothersite.com
Awareness and branding banners Interest and evaluation
SEOMoz uses these banners to reach prospects They combine branding banners as well
early in the buying cycle. Typically, these are as enticing “tools and resources” banners,
visitors that have just discovered SEOMoz’s reminding the visitor of the vast free content
blog and aren’t ready to purchase a monthly available at SEOMoz.org. This helps to position
software subscription. the company as where you go for SEO training,
preparing the visitor for the eventual pitch to
become a “pro member.”
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14. someothersite.com someothersite.com yetanothersite.com yetanothersite.com
Decision and action Turning strangers into friends,
SEOMoz will also target users later in the
fans, and customers
buying cycle. One of the smart things about SEOMoz’s
remarketing campaigns is that they become
These campaigns are meant for users looking
very playful the longer they run.
for software solutions. They tempt them with
their free trial. We have seen the little robot appear as Darth
Vader, Einstein, a rocket scientist, and many
others. This always catches the eye and it is a
good way to make your remarketing campaign
fun and conversational. This is where your
brand turns from a strange company you know
nothing about to a recognizable identity you
come to know, like, and trust.
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15. Campaign Optimization: Seven Classic
Remarketing Mistakes to Avoid
If you have tried to run a remarketing campaign There are two types of placements:
and you’ve experienced low response rates you’re
Automatic placements: If you have
probably discouraged. Is this remarketing stuff hype
keywords in your ad group and are
or does it actually work?
targeting the Display Network, we
Good news. It does work. You just might have executed use contextual targeting to determine
your remarketing campaigns a bit incorrectly. Here “automatic placements” where your
are some classic mistakes made by companies first ads appear.
entering into the remarketing space.
Managed placements: Placements
you choose to manage separately for
Not understanding your increased control. You can set unique bids
1 targeting options
for each of your managed placements,
or you can use managed placements to
restrict the sites in the Display Network
There are three basic targeting options in
where your ads appear.
remarketing: (1) topic targeting (2) placement
targeting (3) and audience targeting. 3) Audience targeting: allows you to show your ads
to specific groups of people as they visit Display
1) Topic targeting: allows you to place ads on pages Network websites. You can reach people who
directly related to the topic you’ve selected. visited your site before by creating a remarketing
Targeting by topics on the Google Display campaign, or customers interested in specific
Network is an alternative to selecting individual categories, by adding interest categories.
placements where your ad can appear, or
individual keywords that will trigger your ad.
2) Placement targeting: placements are locations
on the Google Display Network where your
ad can appear. A placement can be an entire
website, a subset of a website (such as a selection
of pages from that site), or even an individual ad
unit positioned on a single page.
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16. The group of general visitors could receive higher-
Not knowing how
2 ‘remarketing’ lists work
level messages as they are still shopping around,
comparing prices. You could then, depending on
how advanced you want to go, begin mixing in some
With lists, you’re able to target groups of your
strong offers after they have shopped around.
website visitors, enticing them back to your site with
relevant ads. A common mistake is to not put some And the third group, those who have already made
strategic thought into how you will structure your a purchase, could be given ads acknowledging their
lists. Creating lists offers very precise segmentation. purchase and suggesting complementary accessories
For example, you could compile a list of interested or upgrades.
prospects that filled out a lead form and then
abandoned their purchase. You could also drill down
Not using combinations
further and only target users based on their age, 3 and exclusions
region, and the number of times they have visited
your key product pages.
Expanding on the last point, you’ll also want to
We advise to really master this feature as it will be go a bit deeper into lists using combinations and
the basis of your segmentation. Granular targeting exclusions. These, we’ve found, are the most
is one of the best features of remarketing. profitable lists. For example, you can include
combinations and exclusions of other existing lists,
You should also create more than one list. For
such as “all users interested in ‘Category A’ who
example, a campaign might divide visitors into
visited the site within the last 7 days but haven’t
three separate groups: abandoned shopping carts,
filled out a lead form yet.”
general visitors with no shopping cart items, and
purchasers. Then create display ads tailored to each
group to feature targeted product information and
promotions.
For example, you could serve the abandoned
shopping cart group with strong call-to-action ads,
even referring the items visitors placed in their carts.
Coupon codes can also be used here.
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17. Creating terrible
4 creative ...don’t just start serving
Covers sell books. Nice designs sell expensive sport ads to users. You should
cars. And compelling creative designs sell products. be targeting behavior
A strength (and risk) of many tech companies is that
and looking for common
branding and creativity isn’t viewed as essential for
getting business. traits in users.
Many companies truly have unique offerings and own
small corners of their markets. This causes design
to take a second seat to product and technology
development.
But when you starting buying media ad creative with Confusing a logo
strong copywriting, aesthetically pleasing design, 6 with a brand
and strong offers will drive response.
Your logo says “We ARE.” People buy because you
It’s hard enough to get someone to click on an
say—this is what our product does for YOU. Sending
ad. Even harder to get them to click on a cliché
your logo to travel the seven seas of the Google
filled product promise with smiling stock imagery
Display Network will not do much.
or a banner loaded with text. Invest in a good
creative team. Brand building, and the psychology discussed in
this guide, is so much more than people coming to
Not understanding the recognize your logo.
5 sequence of conversion As discussed earlier, the real secret why brands sell
is that they help people believe in the company
The technological innovation isn’t that you can hammer and products. Brand is affinity. It is emotion and
a user with repeated ads. As this guide has made familiarity.
clear, your remarketing campaign should be leading a
Most importantly, it is a promise you believe in. Dell
prospect through different stages of the buying cycle.
makes decently priced and reliable computers so it is
Aim for three related sets of ad creative, working safe to buy computer related stuff from them. But if
from awareness to interest and evaluation to a Dell tried to sell you a toaster, you’d know that they
compelling offer. were just trying to cash in on their brand and their
Think of it as three distinct events—an introduction, credibility would begin to fall.
an invitation to learn more by inspiring interest
and curiosity, and a final pull to a landing page to
drive action.
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18. Not looking for
7 data patterns
$ Using remarketing to
drive online PC sales
Behavioural targeting is like remarketing, except on
a much more sophisticated scale. It involves using Lenovo, the world’s second largest PC
manufacturer, used remarketing to help drive
mountains of statistical data to discern patterns in
online sales of its laptops and reach users who
buying. To achieve this level of sophistication millions
had previously visited the Lenovo.com site.
of impressions and ad interactions are needed.
Remarketing drove 20% of campaign total
For most small to mid-sized companies behavioral orders 14% lower CPCs than campaign average.
targeting is not within reach as it requires large
Overall expense-to-revenue ratio for this
media buys. That’s not to say you shouldn’t look for
campaign also dropped 14 percent due to
data patterns. For example, look for a conversion remarketing activity.
window (say 20 days), in which your typical prospect
Read the full case-study here.
researches, evaluates, and chooses a vendor. Or look
for other data patterns in your existing conversions
to help define what your ideal prospect looks like.
Then decide when to give up on a prospect. After a
certain time, if a prospect has seen your ad, heard
your pitch, and doesn’t respond, then they might just
not be that into you. Or, at least, maybe need more
time. In either case, set up some parameters for when
to move onto to someone else. But don’t just start
serving ads to users. You should be targeting behavior
and looking for common traits in users. For example,
most users will purchase within 48 hours after visiting
key product pages after X amount of time.
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19. Take-Away Sheet:
Remarketing Best Practices
Branding does
15-20 impressions have a ROI
Bombarding your customers with ads isn’t It’s just hard to determine and quantify. View-
necessary. Our experience has shown that a through conversions can provide insight into
frequency cap of 15 to 20 impressions to each how awareness campaigns are later influencing
user every month is effective. This can vary, conversions.
though, for the category of product you offer.
You will need to know when to untarget. To ensure you are getting an accurate picture,
you will need to set up some parameters. For
At the same time, showing too few impressions example, just because someone saw your ad
can also work against you. You’ll need to make 30 days ago and then bought yesterday doesn’t
sure that users see your ads with enough mean they remembered it and the purchase
frequency to solidify brand recall. could have been driven by other influences.
Be creative— Create a custom
combine brand and landing page
lead capture ads
Remarketing involves drilling down into very
Don’t just create one ad. Experiment with a specific audience profiles and it is unlikely your
combination of brand-building ads and creative usual landing pages will be relevant to the ads
focused on the sale or lead capture. you create. A custom landing page can help to
create continuity between your campaign and
the final push to action. This guide has stressed
the importance of developing a sequence of
ads. Naturally, the landing page should be the
final piece of that sequence.
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20. Focus on long-term
brand awareness Make sure you
define your KPIs (key
The rift between hard-core direct response
and creative branding is unprofitable. The
performance indicators).
direct response team wants the quick sale This will help you
and considers everything else is a waste of optimize and to help
marketing budget. The branding team usually
doesn’t really know how to convert awareness
keep the marketing
into profit. The truth is these different sides of strategy aligned with
the buying cycle work together. your business goals.
Remarketing can work very well to keep your
brand top of mind, especially after a prospect
engages in deep research of your competitors. Think about
While you will need to set guidelines about
when to cap impressions, remarketing can help
your KPIs
reinforce your position in the marketplace Make sure you define your KPIs (key
as a leading choice, especially in B2B. performance indicators). This will help
you optimize and help keep the marketing
Harvest your low strategy aligned with business goals.
hanging fruit Two very helpful KPIs to include in planning
your remarketing campaign are “Days to
A good starting place is to build a list of your Purchase” & “Visits to Purchase.” These KPIs
most profitable targets such as shopping cart give you a window into how long it takes
abandonments, lead form sign-ups, and visitors people to buy from you and allows you to
that have returned to your key product pages measure this behaviour so that you can
multiple times in the last few days. With the optimize your campaigns and find the most
right creative, you stand a good chance of efficient way to acquire new customers.
turning that high interest in your brand into
a purchase or lead. If these campaigns are One excellent tip by Avinash Kaushik is to
profitable, scale them. optimize the “interruptives.” For example,
if you notice that visitors typically bail after
three sessions,this is a good juncture in their
research process to start asking for an email
address or creating a remarketing ad that
triggers after this session with a cool deal.
onenetmarketing.com

21. One Net Marketing’s One Principle
If there is one thing to take away from this guide, As Oren Klaff, the author of Pitch Anything, says,
it’s this: remarketing is more than repetition. “evolution has hard-wired our minds to mistrust new
things—our first thought is to guard our resources.”
If a sales person calls, we assume they are here to
take our money. The same with your sales page, your
Remarketing works
“incredible email offer!!!!” and your display ads.
because it taps into the
Customers trust the brands they recognize. And
psychological principle that
when a new user comes to a space they want to know
people trust familiarity. Trust and who the big players are, the best options, and the
familiarity are often a function of best features to look for.
repetition—but repetition alone Remarketing can help to accelerate the sales
doesn’t breed trust. process—turning your company from an unfamiliar
vendor into a recognizable brand player in
the market.
The real goal is to make a stranger come to recognize
your company as a top solution. Remarketing can
help to open the sales conversion up beyond a single
visit to your website. It can help recover customers
who abandoned and to build trust and credibility as a
provider through familiarity. And then translate that
brand awareness into a sale with a compelling offer.
onenetmarketing.com 21

22. Remarketing is Just the Beginning
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