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Video Transcript: Let’s talk about different ways to go find them, to target that audience that you want to reach. There are three main ways. The easiest to get your head around is what Google calls placements, in other words websites. The next one then is based on the content of those sites. There are two parts to that. And the funky one, which remarketing is part of is the behaviour of those visitors. We’ll start with placements because that is the easy one to get your head around.
If I’m Cara & Co, I may decide that a lot of my prospects hang out on the Vogue forum. There are massive amounts of traffic on Vogue forum and I’ve decided in advance that’s where my market hangs out. I want to show an ad there, so I can give a Google a list of websites. I can be very specific with those URLs. I can say this page on this site or as per the example a little earlier, the Lifestyle section of The Age, the travel section of the Sydney Morning Herald.
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Video Transcript: We know that YouTube is the world’s second biggest search engine. We know that there is a vast amount of traffic going through there every day. How can you leverage that for your business? How can you take advantage of that even if you don’t have any video yet?
Now if you don’t, I strongly recommend you go see Melbourne Video Production and go get some really good video from Dave and Adrian and the team. They’re very good, we use them on our website and we’re very happy with the result. Unpaid testimonial! If you don’t yet have video, then you can show text ads over the top of other videos.
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Video Transcript: How do you get started quickly heading in the right direction? Test lots of big ideas. Please don’t do what most businesses do – design ads in Google in eight different sizes because you’re not doing any testing. Yes, you’re increasing your range, you’re increasing your inventory. You’ll get more clicks but you’re not learning anything about the market.
I would always start with a 300 x 250 ad. We found the next best three to be those three on the screen: 336 x 280, 160 x 600 and 728 x 90. What I’m going to suggest though is that you start with ten 300 x 250 ads. Forget the other sizes for now. Job one is to figure out which ads resonate the most with your market, which ads make you the most money? Then we can go and build the other sizes.
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Video Transcript: So you can now build remarketing lists, based on basically any metric or dimension that you can think of in your Analytics account. One of the examples on the screen here, revenue greater than a hundred, like the advanced segment that we built before. You can set that as a rule in Google Analytics remarketing. You don’t have to worry, it is the same piece of code that goes on every page of the site. It’s dead easy to install. You drop into Analytics and build this rule. Create a remarketing list, let’s call it 30 days, for all the people who spent more than $100.
I’m going to call that my whales and I’m going to follow those people around with this ad. Here they’ve given an example of medium=organic. That actually means something to you now. Let’s say medium=Facebook. That’s of more interest to me. In the past, the way I’ve done remarketing, is based on the page they went to. Did they go to my shopping cart? Did they go to my thanks page? That’s how we created those lists before.
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Video Transcript: Another way I’ve seen this used well for some bigger sites is recruitment. If you feel the need hiring a virtual assistant, then cookieing everybody who comes to your careers section or the jobs section of your site and then following those people around with messages that they are going to find appealing: you were voted top employer of choice in your state, you’ve just won some awards, we’re hiring. New jobs available. Check out on the jobs page.
If they’ve already been to your recruitment page, stick them on a nice long list. Maybe they went and got another job, but maybe they’re really bored there after six months and you can drag them back to you. That’s another way. Now that’s probably only going to work for the bigger companies who have enough traffic coming through their careers section of the site to make that worthwhile doing, but it’s worth a try.
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Video Transcript: Let’s talk about some of the differences between Search and Display. Funnily enough, not being called Search, they’re not searching. The prospects that you’re reaching are not actively searching for something. These are people who are browsing the web, probably at work, probably trying not to get caught, not typing in a search term. So that’s the first thing you’ve got to get fixed in your head, a Google display ad. This is far more like the magazine rack than the Yellow Pages. If Search is Yellow Pages, GDN is magazines, it’s books. They’re browsing.
Therefore the mind shift you need is that this is interruption marketing again, much more like your traditional media. They’re not looking for you. You’re sitting over in the corner of the page while they’re reading this blog post, yelling at them, trying to get their attention, click on me, click on me. So the ads that you’re going to use are going to be quite different. What is it? It’s a network of over 2,000,000 sites.
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Video Transcript: Now I may want to take a little bit of a different approach with my buyers using Google Adwords remarketing. If this list has got a decent number of people on it, maybe I just want to follow around the people who bought from me and show them a different set of ads: upsells and cross sells. I’m not going to talk a lot about that but if that’s an interesting topic to you, Jay Abraham for my money has the best information on upsells and cross sells.
He’s got a great book, Getting Everything You Can Out of Everything You’ve Got. That’s probably the best $20 you could spend to get a whole stack of upsell and cross sell strategies. There a couple of other funky ways to use this. You can make this them event based. If you’re Audi launching a new car, you’re tagging all these people, cookieing all these people who are coming to your site and you know that this launch is on April 15th, you can now start to show different ads over time counting down to that particular date.
How’s business? Typically speaking this is right in the hotspot of the year. We’re past Christmas, the kids are back to school and the year is well underway. Assuming you’ve got all your marketing in place, business should be cranking – people are looking to get things done!
Now is the perfect time to be listening to your clients and prospects. What are they asking for? What are their biggest problems and how can you solve them?
It’s not enough to build your business and think “ok I’m done – time to coast.” You need to be constantly evolving. You need to create new products, try new marketing methods and continue to improve the customer experience.
Far too often business owners get complacent – they get stuck on one particular traffic tactic or one product – but business changes and the best thing you can do to stay ‘current’ is to listen to your clients.
In fact, I’m working on a new product (right now) in our business based on being repeatedly asked “what’s working in SEO now?” and “What are the strategies you’re applying for your clients?” You see, one of my talents is to skate to where the puck is going to be, rather than where it is now.
So, to answer the questions and document everything, I’ve decided to run a small 1 day workshop here in Melbourne detailing step-by-step what we’re doing.
I hesitate to call it “The SEO Method 4″ since SEO has changed and it’s much more than SEO. Anyway, if you’re keen to be in the room, just reply back to this email and say “keep me in the loop about your next workshop” and I’ll let you know when I have more details.
And in the meantime, I’d like to ask you: “What have you been holding onto that you could let go of in your business and what’s something new you could try (based on your customer feedback)?
Responsive businesses win.