Remarketing Advertising – Avoid being Creepy and Sleezy

Have you noticed lately that websites seem to be following you around on the web? Have you been to a website and looked at a few pages then left and gone to a news website only to see that prior sites advertisements show up?

This is called Remarketing advertising and if you haven’t seen it you will soon. While it is not a new form of advertising it has been gaining momentum lately as Google has been pushing it strongly to advertisers on its Adwords platform.

From a business perspective Remarketing is virtually the holy grail of sales and marketing. When a user comes to your website a ‘cookie’ gets placed on their computers web browser with information about what pages they looked at and even if they put items into the shopping cart. If the user leaves the site without buying anything you can use that ‘cookie’s’ information to show them advertising about your website and even the specific product or service they were looking at when they go to other websites like the Washington Post, Forbes, and millions of others. You can even offer them a discount if they come back and buy the product. Thats a pretty sweet cookie.

From the consumers perspective this can be a helpful thing but a lot of the time it crosses the line and becomes annoying and even worse creepy. While the ‘cookie’ is not tracking any personal or identifiable information about you the pervasiveness and tone of the advertisements generated can make users feel like you are watching them. It is important that you understand this and make adjustments accordingly or you may lose more business than you gain.

While Adwords Remarketing Campaigns are very easy to setup and start running you should take a little more time to fully plan out how you want to be interacting with your users. For instance I have a vendor who’s remarketing ads follow me all over the internet after I log into my account. I am already a customer of theirs yet I get bombarded with their ads all day long. This is an easy fix but it requires a few more steps in the setup of their campaign. By setting up actions an advertiser can turn off the Remarketing ads for a user when that user performs certain actions on the website. For instance if a user logs into their account you should probably assume that they are already a customer and you can stop advertising to them, or be very specific about a product that they may not be using.

There may be businesses where Remarketing is just overall not a great idea. If you have a business where your clients need to trust that you will honor their privacy, such as a criminal defense lawyer, then Remarketing may do more harm than good. Not only are you creeping them out by following them around the web, but you may be putting them in danger of outing that they need a criminal defense lawyer when someone notices that they get a lot of ads for one.

To conclude Remarketing has a lot of potential and is making businesses more money, but you have to use it intelligently or you may hurt your business.

YouTube Advertising – Getting Started

Have you seen the promoted posts or advertisements on Youtube? Did you know that you can advertise there too? In this video I talk about how to get started with advertising on Youtube. Give it a shot and let me know how it goes.

Effective Planning for Sales in Social Media

Todays video covers effectively planning for social media with a focus on creating sales. Its important to create goals to focus on and then execute a game plan based on achieving those goals. This allows you to tell if the program has been effective and what worked and what did not work.

How to win social and influence people

Talking with more businesses about their social media strategy and execution has me revisiting a lot of things I haven’t talked about in a couple years. I listen to Social Media Pros Podcast with Jay Bear every week and this weeks episode woke me up like a cold shower talking about personal brand. While I am not a huge fan of the term the concept is important as more and more of our lives go online. From our websites to Twitter, Facebook, LinkedIn, Google+, and what ever other digital sharecropping service we start spending time on next we are creating a personal brand.

Understanding that people only see a small sliver of that at a time should help you see that they may not know exactly what is happening with your personal or business life. Services like Facebook edit the timeline heavily based on popularity of posts so the post about your new job may not be seen at all if you recently also uploaded vacation pictures.

Also tying in Dale Carnegies How to Win Friends & Influence People
to get you thinking about personal interactions. People want to talk and do business with people that they like. This book is all about realizing that unless you get people to like you they are not going to buy anything from you.

Get How to Win Friends & Influence People and check out the podcast and Happy Earth Day!