See Greg Cassar Live in October for the 'Digital Marketing Evolution' Event Learn More
Here’s a quick video about what we’re seeing as the best return on investment traffic source for 2016.
When we talk about return on investment, we are talking about how much money you put in and what you get out of it. What we’re seeing is the best return on investment traffic source for 2016 is remarketing (sometimes also called retargeting).
Remarketing is when people hit your website, but they haven’t taken the primary course of action that you want them to take. As they navigate around before they leave your website, they get a little piece of code installed in their browser (from Google or Facebook in most cases) that allows you to advertise to them once they leave.
You can then advertise to them via Facebook or Google as they navigate around the web or on Facebook. Why this works out is such an amazing, amazing return on investments traffic source is because of what we call the 95% rule.
We know for a fact that 95% of people who hit your website are not going to take the primary call to action that you wanted them to take, whether it be to buy or to enquire. Effectively it’s 95 out of 100 people that you have paid to be at your website leaving without you getting any gain from them at all.
Some of these people may be good ‘buying units’ over time, they really may just need multiple touches with you and your brand.
The great thing about remarketing ads where they’re seeing your banners, or your ads on Facebook as they’re navigating around the web is that they have got a branding and a direct response component.
So from a branding point of view – they’re seeing you logo and so they are seeing your brand. They might need multiple touches with your brand before they know you, like you and trust you enough to do business with you.
There is also a direct response component, which is really talking about the right message for the right person at the right time. I often use my wife Jules as an example here – She loves shopping online, she’s got money and she may be a perfect exact customer ready to buy. BUT if it get’s to 3:15pm in the afternoon and she has to rush out the door to go pick up the kids from school, it wasn’t the right time.
But then if she saw your ad later because of the remarketing then she might think ‘You know what, those guys were great, I’ll go suss it out and grab that’, and then you’ve got the right message for the right person at the right time.
So that’s where the whole thing comes together. You only need to spend a little money on your remarketing ads, it could be as little as $4 or $5 dollars a day but it can be a fantastic return on the investment ad source for you.
So that’s our tip for the best return on investment traffic source for 2016 – remarketing. Sing out below in the comments if you have any remarketing questions and we can help you out. We’d also love to hear has remarketing made a significant difference in your business? If so how?