Remarketing is an integral part of the marketing mix. Evaluates other marketing activities and transforms your visitors into customers. But how do you work with remarketing systems and avoid duplicate spending on the same customer?
Their advantage is minimal entry costs and easy campaign setup. Only the feed is set up, the remarketing codes are uploaded to the site, the vendor-designed creative is approved, goals are set, and the system can run.
These are dynamic product banners displaying RTB. Simply put, the system evaluates users according to their behavior on the web and determines their decision-making process. According to this, it then displays such content at such a price and at such a time and frequency as to evaluate the highest probability of conversion. They get on a large number of sites, including Facebook, so they have the potential to do the same thing as AdWords.
As the first automated solution, we have been using Sociomantic for several months. Subsequently, we came across the competing Criteo system, where we were especially interested in larger volumes of display areas.
For several weeks we launched a test with Crite vs. Sociomancy. Criteo has had very good results, so we have decided to continue using this tool, and it has long been a good choice.
On our side, it is enough to keep an eye on how many people we are addressing, at what price and what is the STC (share of turnover costs). The great added value is that the algorithm works with hundreds of variants of banners, so there's no need to make a creative change on our side. Another advantage of Critea is the official partnership with Facebook. That's why we're sure our campaigns will run on Facebook.
We use both text and banner campaigns in the following cases:
For a long time, we've realized that there are really a lot of remarketing campaigns across systems. We knew we were overlapping our campaigns, which were unnecessary costs. But we were not entirely sure what campaigns we should dampen or turn off, and which, on the contrary, would be more supportive.
We have decided for a fairly radical test. We turned off AdWords and let only Criteo run. For testing, we chose a weaker period so that if the test did not work well, it was not too painful. The aim of the test was to find out Critel's potential and also to know what happens when other remarketing campaigns are turned off, what impact it will have on the remaining campaigns. The test ran for less than two months.
Criteo worked great, we did not renew most of the other remarketing campaigns.
Watch how long the decision process is for the customer. How long it takes before the order is finished from the first visit? Notice how long this purchase cycle repeats. For example in the travel category, it buys from first interest to seven days and another interest is repeated after 3 months. This means we only target campaigns for 7 days, and then continue our campaign after 3 months.
Work with the frequency setting how often a user sees your ad. Do not worry about the default setting, it may happen that users start ignoring your ad. Search for the optimal frequency.
Each person works differently and everyone can interact with each other, so it is always good to have more variants and test them. Even if you have campaigns with excellent results, remember that there is always room for improvement.
Work with people from whom you have an email and remind yourself at appropriate intervals. As part of our internal system, we send them news and offers that have been viewed in the past.
Consider whether there is room for optimizing your remarketing campaigns, especially if you have many campaigns running over and overlap. For testing, select the idle period and test how the systems work separately.
On Facebook, you can work with your customers by targeting similar audiences. They guarantee a high probability of buying.
Evaluate your campaigns from remarketing systems and from Google Analytics where you focus on differences from systems, traffic from their sources, and the quality of the users you get.
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