Monthly Archives: July 2010

Advertise.com CEO Quoted in MarketingVox

Search marketers, take note: if your gut told you that Bing was gaining market share, you were right. Bing’s market share of the U.S. search market is 10-12%. Should you think about spending more PPC dollars on Bing?

In MarketingVox’s “What I  Like about Bing”, Advertise.com CEO Daniel Yomtobian answers that question for you:  “Advertisers not currently buying SEM from Bing should consider moving a portion of their budgets. Bing’s increase in market share means additional exposure at a lower cost due to less advertiser saturation.”

Do you have other questions about Bing and your PPC strategy? Leave us a comment and we’ll respond.

–The Advertise.com team

Non-Traditional ways to Utilize Remarketing

 

Being ingrained in the online marketing industry we like to think we’ve seen it all. It would be downright selfish not share some of the successful campaign ideas we’ve seen implemented by our advertisers. By now the ad industry is catching on to the power of Remarketing so we’d like to share some non-traditional approaches on getting the most out of Remarketing. These ideas may be slightly off the beaten path but they prove to be innovative ways to utilize the Remarketing technology.

Remarketing at its most basic level allows marketers to get in front of viewers who have already shown interest in a product or service by following them and showing ads for the product or service they initially eyed as they surf elsewhere on the Web.

Virtual Newsletters:

The point of sending a newsletter emails are to keep your customers in the loop with what’s going on at your company and stimulate more business. Depending on the audience, you might be informing them that you have a sale running or that you have new line of merchandise on your website.  But there are some limitations: 1. You need the users email 2. You can’t send the same email multiple times because that’s spamming.  But what if you could target your previous visitors with your newsletter in banners with updated info about your company?

Enter… Remarketing. Remarketing can be used sort of like a mini-newsletter providing your visitor with news and information about company news, product releases, or promotions, it’s up to you.  Here’s how it works: a customer visits your site and leaves.  July rolls around and your site has a new feature, product or sale. While the visitor is off in cyberspace they see your ads with your messaging along with the relevant details. You’ve just taken your newsletter online to your past users without a single email address…awesome right?

 

Audience extension:

Audience extension can be a very powerful way to utilize Remarketing. The best way to explain what this can do for your online marketing strategy is to give an example:

Let’s say you are a frequent blogger and have garnered enough viewers to sell ad space. Your blog, SkiingBlog.com has thousands of viewers but doesn’t quite hit the desired viewership that one of your advertisers, SkiGloves.com is seeking.  What to do? Rather than leave advertising money on the table, think creatively with Remarketing. If SkiingBlog.com has already tagged its visitors with the intent to follow up and encourage them to return, you can instead offer this ad inventory to SkiGloves.com.  Practically speaking, this means that if a visitor comes to SkiingBlog.com, leaves and heads to their favorite Sports or News website, he will be served  an ad from SkiGloves.com.  In turn, the viewership of ads on your site is exponentially larger adding in the viewers on sites like SkiingMagazine.com

Phew! That was a mouthful!!

So you see, Remarketing can be used for many different online marketing campaigns. While in its traditional form Remarketing has proven to boost ad response up to 400%, these are just a couple of creative ways to get more of a good thing.

Happy Remarketing!

Advertise.com CEO Featured on SearchEngineWatch.com

Our CEO, Dan Yomtobian has been recognized by Search Engine Watch as a thought leader in Remarketing technology. They have even asked him to contribute his thoughts to their site monthly. That means each month you’ll be able to get a dose of advice from Dan on anything and everything Remarketing. Check out Dan’s first post “Remarketing: Online’s Misunderstood Conversion Tool” and let us know your thoughts!

Here’s a bit of the piece:

“Behavioral, geographic, and demographic targeting has become a taboo concept in some media circles. One particular tool — behavioral targeting, also called remarketing or retargeting — has been singled out for unfair criticism, despite its phenomenal success for advertisers brave enough to engage it as a conversion tool.

 

Remarketing at its most basic level allows marketers to get in front of viewers who have already shown interest in a product or service by following them and showing ads for the product or service they initially eyed as they surf elsewhere on the Web”

For the complete article visit : SearchEngineWatch.com

Remarketing is Like Hamburger Helper…for Shopping Carts!

Remember the “helping hand” from those Hamburger Helper commercials? He always came just in time to help enrich dinner for the busy family finally giving them some quality time. We at Advertise.com like to think of ourselves as the helping hand for shopping carts–we find users who have abandoned shopping and use our secret blend of herbs and spices to bring them back to convert! How do we do this? Our secret recipe: Remarketing.

Recently we came across some research from SeeWhy that sparked our interest, according to their findings, below are the top 5 reasons why users leave the checkout process when buying online:

1. Shipping and handling costs were too high 44%
2. I was not ready to purchase the product 41%
3. I wanted to compare prices on other sites 27%
4. Product price was higher than I was willing to pay 25%
5. Just wanted to save products in my cart for later consideration 24%

These numbers aren’t shocking; we’ve all been there, about to press the “purchase” button when something stops us. In fact, SeeWhy found that the shopping cart abandonment rate is currently 71 percent. That means that more than 7 out of every 10 customers that start a shopping cart process fail to complete it. And during 2009, 88 percent of U.S. online customers abandoned at least one shopping cart, or 136 million people in total.

That’s a lot of abandonment going on, and while there is no way to avoid shipping and handling costs, there is a way for retailers to get back in front of those individuals who have left their site.

SeeWhy goes on to note “This is where remarketing is absolutely essential. Website visitors that have just abandoned a shopping cart are your very best prospects. After all, they almost purchased…but didn’t quite.”

Remarketing empowers marketers to get in front of viewers who have already shown interest in a product or service by following them and showing ads for the product or service they initially eyed as they surf elsewhere on the web.

This means for the percentage of people that leave a site because they aren’t ready to purchase or they are comparing prices, a retailer can reengage with that visitor through a targeted advertisement. These ads can be specific to the product that they were originally debating, or just a friendly call to action like “Free Shipping” or “10% off”.
Harking back to the results of our survey with SEMPO, to back up SeeWhy, in our research we found that Remarketing is the most underutilized online marketing technology.

Remarketing is underutilized and shopping cart abandonment is sky high. Coincidence? We think not.