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Posted on Wed, 02/1/2012 - 04:30 PM by
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Telling people what I do for a living has always been a bit difficult. If I say that I do pay-per-click management they ask me how I could possibly spend all day managing “paper clips.” If I tell them that I am responsible for the ads on their Google search results, I get a groan followed by “You’re that guy.” After explaining in more detail, I usually have a very intelligent conversation and people are fascinated at how interesting PPC advertising is. But I’ve noticed that more and more people are mentioning that they feel “creeped out” by the ads they see; like they’re being followed. But are they? In short, yes, they probably are. This tactic has been around for a few years and is commonly referred to as retargeting or remarketing. How Does Remarketing Work?In March 2012, I’m going to be speaking at Conversion Conference in San Fransisco so I’ve visited the Conversion Conference site several times to review the agenda, register and make travel arrangements. Today, I noticed the following advertisement upon my visit here to Small Business Trends:
This ad is targeted to me because I’ve been to the site and have the cookie on my browser. Here is the technical explanation:
According to a post by Inc.com last year, a 50% bounce rate is average. That means half of your visitors leave after viewing only one page. They say you only get one chance to make a first impression and a high bounce rate may indicate you’re not making the best impression. However, utilizing remarketing allows you to make it up to them. Offer them a discount, remind them of your free offers, or emphasize different benefits. Don’t Be CreepyWhen creating your ads, be careful not to be creepy. While you may want to remind them that they were on your site, the average user doesn’t understand how remarketing works. They just see your ads in places they might not expect it. And don’t overdo the frequency. Most platforms, Google included, allow you to set a frequency cap so they only see your ad a certain number of times/day. This helps decrease the creepiness a lot. In the end, this is a chance to bring back some of the lost sheep that you worked so hard to get in the first place – even if it does require you to follow them around. ? MORE NEWS FROM SMALL BUSINESS TRENDSG8 Leaders Call for Growth: Six Things You Can DoLeaders the world over including those at this week’s G8 Summit are calling for economic growth, not just budget tightening, in an effort to combat world market instability and speed recovery. But for all the talk in policy circles, this growth will ultimately come from the private sector and especially here in the U.S., from small to medium sized businesses that create many of the jobs and employ many of the workers already in our economy. Here’s a look at the economic growth G8 leaders are calling for and six things you can do to promote growth in your business today. Can a Gas Tax Fuel Clean Energy Innovation?With gas prices already reaching nearing $4 per gallon in many places, most business owners don’t relish the idea of them rising even further. Yet, some people are still calling for the government to deliberately increase them – by raising the gas tax. What Job Are You Helping Your Customers Do?Marketing is often described in terms of a product life cycle. The development, the launch, continued support, and finally, discontinuation all have specific marketing efforts associated with them. From social contests to reduced prices and giveaways, the emphasis is nearly always on the product or service provided. However, this does not take into account the way that customers actually search for and find products. Small Business Loans and Small Loans to BusinessA few weeks ago, I wrote about the decline in “small loans to business” during the Great Recession and economic recovery that followed. Now I am back to tell you that data on “small business loans” paints an even worse picture of the small business credit markets. As U.S. Small Biz Week Arrives, Are You Stressed or Optimistic?With the arrival of National Small Business Week here in the U.S., a variety of events, beginning yesterday, have been scheduled in Washington D.C. and across the country to recognize the importance of small business to the U.S. economy and to address topics important to small business owners. Just in time, a semi-annual study of American small businesses shows those business owners to be stressed but optimistic. Check out the schedule of national events and hear what leaders and small business owners are saying about issues most important to small business today. RELATED SMALL BUSINESS NEWSSBA Seeks to Boost Small-Dollar Loans With New Push (Video)The SBA is looking to increase the number of smaller loans in underserved communities with a new push. ... You’re the Boss Blog: A Start-Up Wants to Help You Cut Through the Clutter and Noise OnlineOne concern: the pitch could have done a better job of discussing the potential for competition. ... First State Bank Of Nebraska Recognized As Community Lender For 2012The First State Bank of Nebraska has been recognized as the Rural/Community Lender of the year 2012. SBA has recognized the bank for its efforts in Nebraska. State Bank Nebraska has served the community in a number of ways. Want the Right Stuff? Start With Your Help-Wanted AdA top-performing team starts with writing a thorough and accurate job description. Consider these five tips. ... Business Owners Take SBA Chief to TaskAt a town hall at National Small Business Week, some entrepreneurs complain to Karen Mills about access to credit and high health insurance costs. ... |
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