Why remarketing doesn’t work
There are three big reasons people don’t make much progress with remarketing. Those are:
1. Over-thinking the strategy
A simple strategy you actually execute is better than one with a fancy name that you never get round to.
If you’re like most people reading this you don’t have much time to implement. To begin with, keep things simple, and just do what you can.
2. Perfecting your ads
You don’t know what ads will work. Crafting the perfect Facebook ad is not a good use of your time. Neither is creating image banners in all the different Google Display Network sizes.
The big issue with spending too long on an ad is you get attached to the ad’s performance.
Many of your ads will fail, and you should expect that. This is less bothersome when you just threw an ad together quickly.
Google and Facebook make tools available (such as responsive display ads) to test images ads quickly. They aren’t perfect, but they’re not bad either. Make use of them. Test the broad strokes (ad headline / ad image / ad text) before you spend time refining anything.
Synergy of message across the different platforms doesn’t matter so much. It doesn’t matter that different ads use different colours or fonts – so throw your brand guidelines out the window. What matters is that people see and recognise you.
Show up in your ads – don’t hide behind them. Where possible use real photos and videos of you – not stock images.
People generally hide in marketing complexity to avoid having to show up in their ads, or present themselves in a vulnerable way. (This is just as true with email as it is with remarketing). Creating complex remarketing systems isn’t a substitute for showing up.
You’re on my email list because you sell based on trust and expertise. Or at least, I hope you are. A basic remarketing strategy that showcases the real you will usually outperform a complex one. (Especially a complex one that doesn’t exist yet).
3. Lack of knowledge
The big problem with remarketing is intimidation. The technicalities of Google and Facebook are intimidating, especially if you don’t regularly work in these platforms. Showing up in your ads is intimidating, especially if you’re used to hiding behind your brand.
I know you don’t have much time to work on this. The question I’m asking at the moment is this:
If you can give me two hours of focused effort per week for five weeks, can I teach you to setup effective remarketing systems that serve you for years into the future?
That’s what Remarketing Basecamp is all about. Remarketing Basecamp is an online remarketing training starting on June 21st. You’ll work directly with myself and Jonathan Wilson to get your basic remarketing systems setup correctly. You’ll adopt a multi-channel approach from the beginning, in a way that doesn’t cost the earth. And you’ll do that with just two hours of focused effort per week, for 5 weeks.
As this is a pilot training, we’ve made Remarketing Basecamp affordable for everyone. Enrolment closes on the 21st when the first implementation session starts. We’ll never be offering this training on this arrangement again. This is a one-time opportunity.
(That page alone is worth a read).