Remarketing – the advertising method you need to be familiar with.
Remarketing – the advertising method you need to be familiar with.
You’ve established a business and work day and night to ensure its growth and success. You constantly improve, change, and work hard to bring the business to new heights. There are many aspects to consider, and branding and advertising are essential actions that require your attention, energy, and resources. Advertising is the growth lever of the business, and without it, you won’t achieve your goals. Every business owner, entrepreneur, and manager needs to be aware of marketing and branding, especially digital media branding. However, it doesn’t mean that every business owner has to do it all by themselves. There are advertising and media companies with experts in the field. Still, general knowledge of digital advertising is always crucial.
Why do we emphasize digital media? Much has been said about the world of digital marketing and the powerful tools it provides us as marketers and advertisers. It’s not just another marketing channel; it’s a marketing channel with features that we have never seen before and do not compare to other media. We have never had such powerful tools to target our audience as digital media provides us. Various tools manifest in the audience targeting capabilities of Google campaigns and advertising on social networks, enabling us to reach warm leads. These tools continue to evolve, and sometimes it’s challenging to keep up with the pace. This time, let’s talk about a tool called REMARKETING, a tool that has been in use for several years, and there is no media professional who is not familiar with it.
So, what is remarketing?
Just as you need to know what SEO is, you should understand what REMARKETING is.
One of the challenges in digital media activity is losing customers at various stages, meaning they do not complete the purchase. They may visit your product after a lead generation campaign on Google or social networks, but in the end, they do not make the purchase. In other words, you invested in acquiring the customer, but the purchase did not materialize, and you continue trying your luck in the digital world, hoping that the next visitor will close the deal.
But let’s understand the psychology of the user. If the user didn’t purchase the product, does it mean that your product is not suitable for them, or they are not interested in it? There’s a high chance that the user is not ready to make the purchase yet or has changed their mind. If the user actively searches to buy a product, eventually, they will make a purchase through one of the offers they encounter in digital media, whether it’s today, tomorrow, or if not with you, then with your competitors.
This insight leads us to a very important conclusion – there is a high probability that the user who visited your site will make the purchase; their chance of making a purchase is greater than the general campaign you are running. Therefore, you need to conduct a campaign that focuses on those customers who have already shown specific interest in the product, or in other words, a remarketing campaign. With this campaign, you can reach the user in various ways and times, ultimately encouraging them to make the purchase. The success rates of remarketing campaigns are higher than general campaign success rates.
Everyone involved in digital media and digital advertising today pays a lot of attention to remarketing, thanks to the advanced capabilities of digital media and the tools it offers. Without delving into the technical details of the technology, let’s focus on the marketing aspects. In general, using remarketing requires embedding specific codes on the website, allowing synchronization of campaigns across search engines and social networks to identify users for whom a remarketing campaign will be presented.
Through a remarketing campaign, we can identify the customer (in an automated process, of course) and present them with new advertising messages that will give them the final marketing push and prompt them to buy the product. This is a more cost-effective investment than a campaign for acquiring new customers, but it doesn’t replace regular campaigns. A remarketing campaign allows you to get more out of the general campaign and increase conversion rates.
Knowing how to use technology
To benefit from remarketing, like other tools in digital media, you need to know how to use them. We’re not referring to technical aspects; anyone can learn that. We mean using them correctly from a marketing perspective to ensure effective marketing and value for your media budget. The technology allows you to identify the customer who abandoned the purchase, but it’s your responsibility to build the right campaign that will bring them back to making the purchase. There are various marketing questions to consider, such as which ads and which wording to use in the remarketing campaign and even how many ads to load on the user. Using remarketing has become common, but there are cases where it becomes too intensive. Therefore, it’s important to know how to use technological capabilities correctly. Remarketing is just a new and sophisticated targeting tool; you need to know how to tailor the right campaign for the audience. Only an experienced digital advertising agency can ensure you make the most of this tool.
Key principles for advertising on Facebook
Key principles for advertising on Facebook
Facebook offers two important elements that make it a media channel no advertiser would want to ignore. The first is an immense number of users, and the second is highly sophisticated tools to target the audience. At first glance, Facebook seems like a paradise for advertisers. However, in reality, I meet many people who tell me they don’t believe in Facebook – “We tried, and it just didn’t work.” As someone experienced in the field, I immediately ask if they tried any other social media platform, and they say, “We did it ourselves; we invested the money we saved on advertising agencies in the campaign.” This is usually the moment when I remain silent and understand everything…
Facebook is a platform that provides entertainment and social interactions for users. It has admirers and opponents, but with the facts, one cannot argue – it is a tool with very powerful targeting capabilities and options for use. Those who know how to build a campaign on social networks and use the various tools that Facebook offers can find their audience and address it with the right marketing messages. It is an excellent tool for lead generation, increasing sales, promoting dropshipping websites, maintaining customer relationships, and business promotion. If you hear a different opinion from an “experienced” person who failed on Facebook, it is reasonable to assume that he tried to do things alone and made every possible mistake.
How can we succeed on Facebook? In order to get the most out of Facebook, it is recommended to leave the field to a digital advertising agency with experience in social media promotion. The principles we will present to you are guiding principles, but they are not a substitute for the professional service of advertising on Facebook, a service that builds activities and campaigns based on strategic thinking.
Five fundamental principles for success on Facebook:
1. Community-Based Activity – Facebook is primarily a social network, and in order to get the most out of it, you need to think differently. The brand should build a community around it, with followers who will follow the business’s posts and interact with them through shares and likes. This is not a simple task; you need to create valuable content and understand the psychology of users to build an active community. But when you succeed, you can maximize the results of your campaign and spice it up with virality. With an active community, your customers become brand ambassadors.
2. Invest in Your Business Page – There are different ways to advertise on Facebook. For example, you can use it for lead generation, but it’s always important to invest in a well-maintained business page. Don’t think that if you have a website, there’s no point in investing in a Facebook page, and vice versa. Each has its advantages, reaching different audiences and/or meeting different needs. Fill in all the fields on your page, including address, phone number, and business hours. Provide up-to-date information; think of it as a business card. Many users use Facebook to find information about businesses, and accuracy in terms of address and operating hours is crucial.
3. Focus on Value-Added Content – Some businesses think that to market on Facebook, all they need to do is upload a daily photo of the product and post the price. The truth is, if we were sitting and writing an article about mistakes in digital advertising, we could use this as a good example. This is exactly what drives away customers; they have no patience for annoying promotional content; they are looking for value. If your company offers kitchen tools and cookware, you can get more benefit from advertising interesting recipes, cooking tips, and cleaning advice. In every post, video, or live broadcast, find ways to provide value.
4. Beware of Duplicate Content – While advertising on Facebook is different from websites, there are no sanctions for duplicate content, and it won’t harm the promotion of your page. However, users are not looking for duplicated content; they are looking for original and unique things. When they see the same things on different Facebook pages, they will get tired of it and stop following your page. Users do not need duplicated content. Original content allows you to provide real value to users and build a unique business brand. It’s important to invest in creating content and use content services.
5. Professional Ad Design – Social media marketing is not just about advertising, but it’s one of the tools you’ll use. If you are running a campaign, invest in professional ads. On one hand, adhere to the technical requirements that Facebook offers, but at the same time, consider advertising considerations. It is crucial to use elements that are quickly perceived by the eye, and there is importance to every detail in the ad, from targeting to the small details. Don’t be intimidated by this – there are advertising professionals and media companies for that. They know how to do digital marketing as it should be done.
In summary, Facebook offers powerful tools, but they should be used wisely and tailored to the business. Each business addresses different audiences, and the Facebook marketing strategy may look different. When done right, the page can gain momentum and become a central hub for business activity.
Want to advertise on Facebook? Come for a free consultation meeting!
Paid promotion on Google – beware of mistakes
Paid promotion on Google – beware of mistakes
We all understand that search engines are the means that drive traffic to our websites. Sorry for the expression, but in many cases, search engines hold us hostage in… you know where… Every consumer decision today begins with a search on Google—whether the user chooses a destination for a Passover vacation or wants to send flowers to a friend, they search for the service on Google. The placement of your business in search results significantly influences visits to your site and your business performance. Therefore, it’s clear that you want to appear prominently in search results.
A new business with a new website may struggle to reach the top positions in the search engine. And when a business doesn’t appear prominently, users don’t click on the link. We won’t discuss all the strategies to reach the top positions right now; that’s a topic on its own. But you surely understand the importance of being in the first place in search results. In practice, there is tough competition, and you need to invest many resources to reach the top positions. And not just resources but also patience; it might take several months before you see results.
So what do you do in the meantime? As a business, you can’t wait for months; you need traffic from users right now. In such cases, it’s common to use paid promotion, meaning advertising that allows you to reach the top of search results without depending on the site’s ranking. And sometimes, there’s no reason at all to invest in organic promotion. If your goal is to promote a website for selling tickets to a rock festival taking place next month, there’s no reason to invest in organic promotion, and you’ll definitely prefer to invest all your efforts in paid promotion.
But is paid promotion that simple? Do you pay for ads and immediately get user traffic? The truth is that, in practice, it’s a bit more complex. The results are indeed immediate, but there are various mistakes you might make in the process that can cause your investment to go down the drain. If you want to do it right, it’s always advisable to seek the help of digital marketing experts who know how to build the campaign correctly and maximize your advertising budget.
Common Mistakes in Google Ads Campaigns
Here are some mistakes that beginners often make and that you might make inadvertently. We do not recommend self-managing a digital campaign unless you are familiar with the subject and work in the field. But if you still think of managing your paid promotion, it’s advisable to read this so you can avoid mistakes.
Ad or Campaign – One problem for inexperienced individuals is thinking of Google Ads as an ad rather than a campaign. If you believe that the user will see the ad and immediately click on the link, in reality, it doesn’t work that way. The user does make decisions in a split second, but processes information in the subconscious and makes decisions accordingly. Therefore, it’s crucial to understand that it’s a campaign that requires planning and thought—knowing the audience, its marketing language, and how to attract the user.
One General Campaign – Inexperienced individuals often do not realize the need for a specific campaign for each service or product. If your business deals with tourism and offers ski packages in Austria alongside pleasure cruises in the Caribbean, you need different campaigns, sometimes even more than two. One general campaign won’t target the goal accurately, and its results will be weak. Working with multiple focused campaigns yields better results, despite the greater complexity. That’s why we initially argue that it’s a job for experts in the field.
Where the Ad Leads the User – Paid promotion needs to direct the user to a specific place to promote them towards achieving your goal. If the user is looking for information about a vacation in Eilat, and you have a tourism website, you need to bring them to the right page where they can book a vacation in Eilat. If the ad leads them to the homepage, you may lose the user. In this regard, landing pages are important; often, we use ads to bring the customer to a goal-focused landing page. If your company wants to promote a specific product or service, there’s no need to confuse the customer with all the company’s services; just bring them to a landing page focused on the goal. Understanding this interaction between the ad and the destination after the click is crucial; you wouldn’t want to lose the user after they click.
Inappropriate Keywords – Keyword research is crucial when running a Google Ads campaign. Keywords are essentially triggers for the appearance of the ad, so we must choose the appropriate keywords we want to focus on. For this, understanding user behavior and how they search for information is essential. Conducting research helps us choose keywords that can bring results. Ultimately, you don’t want your ad to randomly pop up for every user searching something on Google. You want the ad to appear for users genuinely searching for something relevant to the services you offer.
In conclusion, it’s important to remember that there’s also room for trial and error. Campaign managers always measure results and optimize. However, on the other hand, one should avoid changing a campaign every day or every two days; sometimes, it takes some time to analyze the results.
