Ways to Make Remarketing Work for Your Small Business

Ways to Make Remarketing Work for Your Small Business

When it comes to a marketing budget, every dollar is precious, especially for small businesses, and you need to squeeze as much mileage out of each marketing tactic as possible. That is why the concept of remarketing makes so much sense.

Although marketers would love to be able to just drive prospects to a website or retail location, where they make an immediate purchase, the real outcome is that this scenario seldom comes true. Some people do use their mobile devices to make immediate purchases (think food or gasoline), but most must be nurtured and communicated to several times to make the impression that tilts the buying scale in your favor.

Let’s say you spend a considerable amount of money on your online marketing strategy, and meet with a certain amount of success. Remarketing is a way to connect with those people who ALREADY took notice of your business, interacted in some way, or possibly even visited your website. This marketing tactic allows you to strategically position follow up advertisements in front of these audiences, reminding them of your brand.

You might have experienced remarketing when you searched for something online, and saw a promotion for that very same product come up in your Facebook feed or Google results.

If you need some convincing statistics about the power of remarketing, consider the following:

  • One ad is not enough: Only 2% of visitors make a purchase on their first visit to a website. Cart abandonment rates are incredibly high, especially on mobile devices. Remarketing offers the possibility of getting a second chance with that other 98%.
  • Conversion rates increase over time: WordStream reveals that the more prospects see an ad, the more likely they are to buy. Sometimes they might not really notice your ad, or your timing could be off. But, the more they see what you offer, the more likely you are to catch their attention.
  • People ENJOY reminders: Would you be surprised to find out that 25% of visitors actually enjoy seeing a remarketing reminder? If they liked something enough to research it once, the chances are they had interest, but were not yet fully motivated to buy.

Common Remarketing Mistakes and How to Correct Them

Although it might seem easy enough to just say that you want to remarket to people who have interacted in some way with your business online, setting up remarketing is not easy. It requires following several holy grails of technical manuals, and there are dozens of ways to make mistakes which compound quickly.

Here are some of the biggest missteps, and tips to make your remarketing more effective:

  • Set Up Your Remarketing: If you have ever heard that “there is never enough time to do something right the first time, but always enough time to do it over,” you have already learned an important lesson about remarketing – set it up right! Google takes you through a step-by-step remarketing set-up processSet up an audience sourcetag your website for remarketing, create a data source, and use Tag Manager to confirm that a global site tag has been placed on every page of your website.
  • Choose Your Audience Wisely: Setting up your audience lists will help you define which audiences see your ads across Gmail, YouTube, Google Search, and the Google Display Network through remarketing campaigns. Choose website visitors, your customer list, similar audience, app users, and callers, or a custom combination to specify who you want to see your ads. The audience you choose depends on the type of ad you will run. Don’t try to accomplish too much with one ad. It can be confusing to your audience, and will be next to impossible to track. On the other hand, though, you do need an audience that is large enough to generate trackable results, so don’t exclude every possible demographic just to save a few dollars.
  • Remarket to Those You Already Know: You only have a passing acquaintance with some people – they visited your website once, or clicked on a YouTube video. But, with others there is a more “intimate” relationship. They are on your e-newsletter list, gave you an email address to download an e-book or white paper, or maybe even made a purchase. Perhaps they got all the way to the shopping cart stage, without taking the final buying action. These are people that are not what you might consider “regular” customers yet. You want to have specific remarketing efforts for this audience to remind them of why they like your business, and motivate them to take another action. This is also where the concept of the “similar” audience is useful – if it works well for your current associations, then it will probably work for those who are in similar demographic groups, too.
  • Think About the Length of Your Remarketing Campaign. You could believe you want a particular remarketing campaign to last about 30 days, but some buying decisions need longer periods of time than that. You might want a sales promotion to run a week or two, and a restaurant can probably get by with a shorter timeframe, but a car dealership might have to go out to two months to meet their buyers’ thought process. You want to have enough visibility during the timeframe when a prospect is most likely to revisit their purchase options.
  • Don’t Go Overboard: There is a limit to how much any prospect, even a very interested one, wants to hear from you. Use frequency capping to limit the number of times your remarketing ads appear to the same person over a given time period.
  • Pay Attention to All Your Online Marketing: Although it might feel like your remarketing strategy should be able to practically run itself, you do want to check on it regularly to make sure it is generating the results you expect. Look for areas you can improve on, and also those that might need to be rethought completely. Keep an eye on those people who do convert, to determine how you want to reach out to them in upcoming remarketing efforts. And don’t focus so much on the remarketing that you forget to revisit your primary online marketing strategy, as that is what is driving the initial results you count on for remarketing.
  • Watch the Audience Overlap: You want to try to maintain control over the amount of information each of your specific audiences will receive from you. Too much and they might get annoyed; too little and they could lose interest. Think about what you are saying to each audience, how long your campaign will last, and figure out whether they are getting other overlapping remarketing messages from your business.
  • Measure and Measure Again: You want to get a good ROI with any marketing strategy, and that includes your remarketing efforts. Take advantage of Google Analytics to gain insights on pages visited, session length, and traffic sources, in order to improve results.

Finally – BE INTERESTING! You might have made it perfectly through the set-up and audience selection parts, but you still need to have an ad that is interesting. Use quality images and captivating content to grab your audience’s attention and make them give your business a second thought. You’ll want to do some testing of various versions of your ad, to make sure you hit on the exact combination that works.

This focused on the concept of remarketing with Google, but Facebook also has a very similar process (they call it re-targeting) for helping people rediscover what they really love about your business. The point is that you want your online marketing to work its very best for your small business. Building on strategies you already have in place through remarketing can help take those efforts to the next level.

Audio Ads On YouTube Expand Reach And Grow Brand Awareness

Whether it’s to squeeze in a living room workout before dinner, catch up on a podcast or listen to a virtual concert on a Friday night, people are increasingly turning to YouTube as they spend more time at home. 

To help you tailor your media and creative approach to the different ways consumers are engaging with YouTube, we’re introducing audio ads, our first ad format designed to connect your brand with audiences in engaged and ambient listening on YouTube. Audio ads, currently in beta, help you efficiently expand reach and grow brand awareness with audio-based creative and the same measurement, audience and brand safety features as your video campaigns.  

Reach more music fans

Music has always played an important role in culture and everyday lives. It’s a reliable way for you to capture an audience engaging with content they love, but for most brands, it’s untapped on YouTube. With music video streaming at an all time high on YouTube—more than 50 percent of logged-in viewers who consume music content in a day consume more than 10 minutes of music content—we’re introducing new solutions for your brand to be seen, heard and recognized alongside music content.1 

In addition to audio ads, we’re also launching dynamic music lineups, dedicated groups of music-focused channels across popular genres such as Latin music, K-pop, hip-hop and Top 100, as well as moods or interests like fitness, so you can easily reach music fans globally and drive results for your business. Music lineups and audio ads make it possible to be there, at scale, whether YouTube is being watched front and center or playing as the backdrop to daily life.

Amp up your brand message

Audio ads are characterized by creatives where the audio soundtrack plays the starring role in delivering your message. The visual component is typically a still image or simple animation. 

In our months of alpha testing, we found that more than 75 percent of measured audio ad campaigns on YouTube drove a significant lift in brand awareness.2

One of our early testers, Shutterfly, used audio ads to influence purchase consideration among interested shoppers, driving above benchmark lifts of 14 percent lift in ad recall and 2 percent lift in favorability among their target audience.

Find success with audio ads

When you’re preparing your audio ads campaign, keep in mind that audio should play the leading role. Think: If I close my eyes, I can still clearly understand what this ad is about. Be clear and specific with your message and pick a friendly, authentic voice to deliver it. If you aren’t sure what creative to use, you can use Video experiments to run a test and get results quickly and at no extra cost. 

Audio ads are available in beta via auction on Google Ads and Display & Video 360 on a CPM basis with the same audience targeting options, bidding strategies and Brand Lift measurement capabilities as your YouTube video campaigns. Using both video and audio ads together, you can reach more people, consuming content they love, with the ad format that’s best suited for their unique YouTube experience. 

To learn more about audio ads on YouTube, visit the Help Center or speak to your Google representative. 

Source: Official Google Webmasters Blog

Goodbye Google Webmasters, Hello Google Search Central

The history behind Google Webmasters

Merriam-Webster claims the first known use of the word “webmaster” was in 1993, years before Google even existed. However, the term is becoming archaic, and according to the data found in books, its use is in sharp decline. A user experience study we ran revealed that very few web professionals identify themselves as webmasters anymore. They’re more likely to call themselves Search Engine Optimizer (SEO), online marketer, blogger, web developer, or site owner, but very few “webmasters”.

We’re changing our name

In brainstorming our new name, we realized that there’s not one term that perfectly summarizes the work people do on websites. To focus more on the topic that we talk about (Google Search), we’re changing our name from “Google Webmasters Central” to “Google Search Central”, both on our websites and on social media. Our goal is still the same; we aim to help people improve the visibility of their website on Google Search.The change will happen on most platforms in the next couple days.

Centralizing help information to one site

To help people learn how to improve their website’s visibility on Google Search, we’re also consolidating our help documentation and blogs to one site.

Moving forward, the Search Console Help Center will contain only documentation related to using Search Console. It’s also still the home of our help forum, newly renamed from “Webmasters Help Community” to “Google Search Central Community“. The information related to how Google Search works, crawling and indexing, Search guidelines, and other Search-related topics are moving to our new site, which previously focused only on web developer documentation. The content move will happen over the next few days.

We will continue to create content for anyone who wants their websites to show up on Google Search, whether you’re just getting started with SEO or you’re an experienced web professional.

Consolidating the blogs

The blog that you’re reading right now is also moving to our main site. However, we will wait one week to allow subscribers to read this last post on the old platform. Moving this blog, including our other 13 localized blogs, to one place brings the following benefits:

  • More discovery of related content (help documentation, localized blogs, event information, on one site)
  • Easier to switch between languages (no longer have to find the localized blog URL)
  • Better platform allows us to maintain content, localize blog post more easily, and format posts consistently

Going forward, all archived and new blog posts will appear on developers.google.com/search/blog. You don’t need to take any action in order to keep getting updates from us; we will redirect the current set of RSS and email subscribers to the new blog URL.

Googlebot mascot gets a refresh

Our Googlebot mascot is also getting an upgrade. Googlebot’s days of wandering the web solo come to a close as a new sidekick joins Googlebot in crawling the internet.

When we first met this curious critter, we wondered, “Is it really a spider?” After some observation, we noticed this spider bot hybrid can jump great distances and sees best when surrounded by green light. We think Googlebot’s new best friend is a spider from the genus Phidippus, though it seems to also have bot-like characteristics. Googlebot’s been trying out new nicknames for the little spider bot, but they haven’t settled on anything yet. Maybe you can help?

As parting words, update your bookmarks and if you have any questions or comments, you can find us on Twitter and in our Google Search Central Help Community

Source: Official Google Webmasters Blog

Top 10 Reasons To Use Google Workspace For Email

Workspace for email

It is estimated that Google has a solid lock on the market share of email open rates with a whopping open email rate of 26 percent. This might have something to do with the element of Google’s longevity, having been around since 2004 and home to 1.2 billion users. It also has a lot to do with the product that they offer.

Today, Google is no longer just a free gmail account that you can check from anywhere. It’s a solution for business that has outperformed any other free email or suite solution on the market.

One tool that Google offers now is Google Workspace.

Learn the top 10 benefits of using Google Workspace right here, and streamline your business today.

1. Customized Workspace

Google Workspace is so appealing to so many businesses today because it completely customizes your work life and the life of everyone that you work with, in minutes. Google Workspace allows you to create an instant brand.  Gone are the days of sending pitches, bids, or sales calls under the email@gmail.com look. That just doesn’t feel professional, does it?

Google has recognized this need for an easy to use fully integrated and fully customized workspace. So they have developed this tool that allows you to create your own brand using email, without having to work with a dedicated server company. An email domain that corresponds with the name of your company or organization allows you to look more professional in minutes.

2. Increases Productivity

Productivity improves when you are on email. Google Workspace puts everything you need at your fingertips. You don’t need to keep 25 windows from different apps and software suites open at the same time. Open up Google, access your Drive, your Images, your Sheets, everything, with just a few clicks. Share, plan, produce, with one Workspace at your fingertips.

3. Store it All Here

Google Workspace not only offers a customized brand for your email domain, but it offers you the opportunity to use a completely scalable interface. This allows you to tailor your own storage space to exactly what you need. You can do this using general Gmail, but with a branded domain on your email account, you will never be scrolling through emails looking for that work document in between your pet food order again. Everything is stored in one place. Keep your business here, and the rest of your life elsewhere.

4. Log in Anywhere

One of the reasons Google has amassed billions of users is that it has made itself available as a web-based email that can be checked anywhere. If you are in Florida one day and Florence the next, you can check your email using a device in any country in the world. Google makes logging in simple and fast with one sign-in. 

5. Never Miss a Thing

Along with having a branded email, Google Workspace will sync everything you need with your branded domain to ensure you never miss a thing. Google Workspace allows you to both sync your gmail.com email with your Workspace email so that you don’t have to check multiple accounts multiple times. At the same time, sync your Calendar to make sure that you never miss a thing. You won’t miss anything, and your employees won’t either. When they submit a personal day request, for example, you’ll get it instantly. Not only will you get that benefit, but so will they.

6. Communicate to Everyone Seamlessly

Communicating to the team simultaneously is something you can do with gmail.com, but it will just take more time. If you need to tell people that you are out of the office or are arranging a meeting, you can do so in just a few clicks and the time it takes you to set up the meeting or send the email.

7. Instant Access to Business Solutions

Using Google Workspace allows you to seamlessly integrate branded business needs, but it also provides you with a few more business solutions than the gmail.com service does. Along with Google Workspace and a branded email solution, you get Google Meet, Google Chat, Google Calendar, Google Drive, Google Docs, Google Sheets, and Google Keep, a notes application that can handle almost any file you sent it to.

Google Workspace gives you instant access. While you may get most of these features using gmail.com, you won’t get them all. If you have a business need, Google has developed a business solution in Google Workspace.

8. It’s Affordable

Google Workspace plans begin at approximately $6 a month per user, which is one of the biggest reasons that it is so popular today. You won’t get an email on a dedicated server for less money than that. The higher-tier programs run at $12 a month and that gives you more storage. Still more affordable than a dedicated server.

9. No Ads Email

The one disadvantage of a free email server is the constant ads. When you pay a few dollars a month for an email server, you lose that entirely. Gone are the days where you see ads showing up in your emails that match something you typed about yesterday. You are now working from a branded Workspace without the distractions of ads.

10. Supported by Every Operating System

When you have a dedicated server hosting your emails, you still need to be sure your employees can meet succinctly in a remote space, or collaborate in a way that is seamless. This gets clunky when you have both PC and Mac employees. You don’t need to worry if your Google-based applications are going to be supported by your employees. You’re all working on the same cloud now, and Google Docs or Google Sheets in a Google Meet can all be viewed easily without a single complaint from anybody.

Switch to Google Workspace Today

For just a few dollars a month you can switch to Google Workspace and help everybody improve their productivity today. You’ll get instant access to fully integrated and fully scalable solutions that offer more of everything, for very little.

Switch today and see the difference. It’s not a solution you have to stick with if you don’t like it.