Building a Remarketing Campaign That Works
The more we work to improve key areas of Referral SaaSquatch the more we realize it’s not about a single channel. It’s the sum of the parts working together that have a real impact on a company’s growth. Re-Targeting, Email, Display, Articles, E-books and Webinars all play their part to guide a customer towards making a purchasing decision.
Today I’m going to highlight how we’ve been experimenting with re-targeting. We’ve been mixing our budget around with other acquisition channels like Display and Sponsored Content but these methods still aren’t focused enough even with the use of location/age/interests/followers/likes/etc..
Re-Targeting appealed to us primarily because of the targeting capabilities it offers. It gives the hyper-targeting we’re looking for as these are people that have a previous interaction with our company’s marketing.
They’ve shown some interest in our company and can be nurtured with the right type of advertisements to increase our brand awareness and conversion goals. Whether they’ve read an article, visited our homepage or completed a signup/demo request.
Segmentation
By placing the tracking pixel throughout our site we’re able to build a profile of users to follow around the web. We then built many different segments from that so we can measure the impact of different offers and call to actions on those segments. IE homepage visitors vs pricing page visitors vs landing page visitors/etc.
From customer feedback we found that people who’ve visited our blog are more interested in downloading higher-quality content like one of our E-Books than requesting a product demo. They’re still early in the discovery of what a referral program is and need more education to see how it can impact their company.
Where visitors who’ve made it to our pricing page/documentation are further down the buying path and have will have more interest in a Product Demo than other segments.
Creative
After testing many different color schemes, taglines and call to actions we’ve found that simple colors, straightforward copy and a clear call to action increases a banners’ performance.
If you look at the ad unit above you can see the contrast between a blue background and green button helps the call to action stand out. The placement of the text and image are there to naturally lead the eye down to the CTA button and support the goal of getting a website visitor to download our e-book.
TL;DR
Like any marketing channel we started with an experimental budget because we wanted to see how different re-targeting campaigns can impact the bottom line and improve the customer journey. We’ll continue to experiment with the channel and find better ways to get our customers’ attention in a meaningful way.