Video Transcript: Advanced Remarketing Setup
Welcome, welcome to episode number 100. This is a big 100 celebratory episode. My name is Robert Brill and I'm the CEO of BrillMedia.co.
We're an advertising firm that drives sales and leads with the best data, targeting, and technology available in the marketplace. We're here five days a week talking about marketing and advertising so you can learn how to be a better marketing practitioner. I've been doing this for 17 years and I'm sharing with you what I know so that you can learn what I have learned over the last 17 years working in this business.
Today we're going to talk about advanced remarketing setup. I'll say this, this is not an absolute setup. This is not the absolute most advanced that I've ever seen and this doesn't have to flow exactly like this for your business, but you should think of this as a thought starter.
These are some of the best practices that we use in remarketing. There are virtually endless variations for advanced remarketing setup. So think of this as a way of starting some ideas about how you can deploy remarketing, advanced remarketing within your organization.
We'll start with an example for selling products. Something we're running on our campaigns is segmenting users based on the individual products being sold. That's right.
So we're actually identifying the individual URLs for every product on a e-store, an e-commerce store. And there are a couple of ways to do this. In The Trade Desk, for example, we have mapped each individual product URL and created different audiences for each product.
The first thing you have to do is map a universal pixel, which is a JavaScript pixel, which goes across the site. And with a JavaScript pixel, which is really interesting, we can then use Boolean logic and say anytime there's a specific product URL, we can map it to a different audience and say we're going to target ads. First of all, segment each product into a different channel.
And then that means that a person looking for a red T-shirt, as an example, if you're a store selling T-shirts, if you're looking at the red T-shirt, you're going to go into the red T-shirt remarketing bucket. And that way we can serve ads to people who are looking for the red T-shirt. Then there's a blue T-shirt.
And the blue T-shirt is going to have a remarketing bucket of its own and then a green T-shirt, then a yellow T-shirt, etc. So like if you have a thousand different products, you're going to have a thousand different remarketing buckets. These different users might overlap and there are certainly ways to combine and exclude that data.
But for this example, we put people into different buckets and look at the data to tell us which product, which ads we can serve that are most likely to drive sales based on the product data that we see in the ad campaign. In other campaigns, the user in each bucket is getting a different message and then they are paired with dynamic creative. So this is to say a user who looked at the red T-shirt gets an ad specifically containing an image of that red T-shirt.
A user who looked at the blue T-shirt, for example, gets an ad containing the blue T-shirt. We talked about how to set this up in our dynamic creative videos. This way the ad is customized to the user's interest.
And I just want to point out here there are two sets of data here. The first set of data is I want to understand the efficacy of targeting people who are in a remarketing pool for individual products. Even if they all get the same ads, every product visitor gets the same ad.
I want to know which user is most likely to click or buy after they visit the product page. Secondly, for more robust targeting, as I mentioned, is dynamic creative, which is to say which combination of product and dynamic creative drives the best performance for the campaign. In Facebook, we routinely test ad targeting to people based on their recency in the remarketing pool.
So this is another example of how to cut and dice remarketing data in a more advanced level. For example, let's say you have years and years of remarketing data. We test different pools of audiences.
So we might break out anyone who visited the site in the last two days, anyone who visited the site in the last three to seven days, anyone who visited the site in the last eight to 30 days, and then let's say 31 to 90 days. And what you'll find is that certainly 31 to 90 days, there's just going to be more people in that pool because it's a longer period of time, assuming all other things are equal. But you might find more efficacy or greater sales result or more revenue for people who visited your site in the last two days.
So you're basically cutting your remarketing audiences by time. So what we're trying to understand is even though we might have larger audiences, 31 to 90 days, are they going to convert more effectively than smaller audiences? And then when we say smaller audiences, do we like it better to target people within two days, within five days, within seven days?
What's the right breakout there? So with advanced remarketing setup, there is much more upfront work because you really got to coordinate with pixels. You have to really kind of think about a strategy for how to set up the data based on your business and your consumer insights.
And there's an iterative portion of this as well. And it's not enough just to set this up and forget it. You can't do that.
Next step is to actually optimize the campaign and take action in a way that allows the campaign to be successful. So after the first three or four days, you analyze which remarketing pool drives the most, which remarketing pool, for example, delivers the most ad impressions. Okay.
Then which one has the best click-through rate? Okay. Then which one is most likely to drive a sale?
And then you oscillate or change settings, change the frequency, change the targeting, change the size of the audience, change the creative so that you're constantly iterating and finding better performance. So that's it for today's episode. If you found this video helpful, please share with us a like and let us know that you like what you're doing, that we're doing.
For more videos like this to help you be a better marketer, to be a better practitioner and to know how to work more effectively with your agency, subscribe and hit that notification button. We'll see you tomorrow for another episode of The Great Reset.
