What is Remarketing, Retargeting and Programmatic Advertising?
Why Should You Care?
In this article you will learn the difference between remarketing and retargeting. You will gain an understanding of programmatic advertising and how retargeting and programmatic advertising is evolving and empowering small business owners with the tools to EASILY and COST EFFECTIVELY capture, engage and retain customers and clients. We will introduce the leading retargeting service available to small business owners, AdRoll, an incredibly cost effective service that provides immediate positive and impactful results.
We, 3V, also understand talk is cheap and that our audience wants, and demands, actionable information. Unfortunately, we also have to balance length of content with attention span SO, we are splitting this article into a series of three articles;
- Today, November 10, 2015: Discussion and Primer on Retargeting vs. Remarketing vs. Programmatic Advertising
- Tomorrow, November 11, 2015: Video Demonstration How to Subscribe, Install and Configure AdRoll
- Monday, November 16, 2015: Optimizing Facebook AdRoll campaigns and ads for maximum results
By the end of the day on Monday November 16, 2015 you will have acquired enough knowledge and become empowered to spend as little as $25 per week with guaranteed results using the AdRoll service. No more boosting Facebook posts with ZERO sales or bottom-line results, spend your advertising dollars in a space that connects with relevant and targeted audiences. Personally and professionally I refuse to accept “It’s too complicated” or “I do not have time” as excuses to not investigate this proven strategy …
“Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty… I have never in my life envied a human being who led an easy life. I have envied a great many people who led difficult lives and led them well.” ~ Teddy Roosevelt
… for a few minutes of your time or a few dollars to your marketing or ad agency, you will get immediate and impactful results!
Old school legacy digital marketers have traditionally used the term “remarketing” to describe the following process;
- Capture consumer information and opt-ins (i.e. email address)
- Send promotional or informational emails to subscribers
BORING, right? Well not exactly, email remarketing has a place, it has a proven history of being effective in most cases and it’s pretty simple to manage, relatively speaking of course.
Remarketing vs. Retargeting Disclaimer: One other point to note here, Google (the elephant in the room) has corrupted people like ME into believing that REMARKETING and RETARGETING are the same thing. It’s a struggle for me, and other Google-ites, to change our thought process but I do (and most/all internet marketers) realize they are completely different animals. Even Facebook throughout their advertising platform and tools frequently confuses these two terms. Remarketing is a very important component of a successful digital sales and marketing funnel, we are not advocating that it should not be downplayed or ignored, we are simply explaining the history of remarketing and how it can get inadvertently confused with retargeting.
Retargeting Course 101 – Site Retargeting
Retargeted ads are SMART ADS – Retargeting is the process of publishing digital and display ads in placements and display ads based upon a user’s activity on your website (or other digital asset, like app or even social channel). A user comes to your site, a cookie’s set and you can now target ads to them on other sites they visit, hence the term retargeting. Retargeting is incredibly effective because it’s managed through third party networks like DoubleClick, Google Display and other display networks, giving you the opportunity to reach users wherever they are, on billions of sites, billions of devices and in millions of apps!
Retargeting Course 102 – Audiences
I am getting a little ahead of myself with this video however this video does a great job, in 1 minute and 46 seconds, of describing the power and flexibility of audience based remarketing.
SMART ADS MANAGE AUDIENCES – Displaying ads to previous visitors that have landed on your site is not new, nor revolutionary. The retargeting game changer, however, is CUSTOM AUDIENCES or SEGMENTATION. 1% of the small businesses we have initial conversations with do not understand, or care about this conversation but once we introduce audiences, that number quickly becomes 100% (seriously). An audience on your website, or other digital asset, are visitors that you organize into groups based upon the pages that they visit. Let us take as an example some audiences we utilize for a photography studio that we work with;
The result of a visitor landing on one of these pages is that IMMEDIATELY that visitor will start to be presented with retargeted ads on Facebook (and throughout the internet).
Now, after you have defined your audiences and started to grow your audience list(s), you can start to display relevant, targeted and in some cases personalized ads! Consider the case of a clothing store, let’s say you have a “Brands” page that lists;
- Ralph Lauren
- Hugo Boss
- Calvin Klein
You can now display ads, promotions and offers to the audiences of those pages. This saves INCREDIBLE amount of costs by targeting and displaying ads only to those in relevant audiences. Amazon and eBay do this all the time to you without you even knowing it, they will display an advertisement to a product you recently viewed, in some cases you might even see an ad for products you placed in your cart but never checked out. Please read the following;
These remarketing strategies and tools are NOT something that is only available to the “big boys”. You, me, other small businesses and ad agencies have access to use these tools and strategies and are incredibly cost effective.
First, let me start by saying;
Please do NOT get intimidated by the term programmatic advertising, it’s conceptually not difficult to understand. If you accept it, embrace it and empower yourself with it, I GUARANTEE it will be a game-changer for you and your business.
Programmatic advertising is a relatively new buzzword in the media industry. It does, however, come with a history and an evolution. The slideshow below presents a great summary of the programmatic media buying evolution.
Slide 14 in the presentation above, describes the relationship between publisher, advertiser and auction types. You, me, small businesses and ad agencies qualify for RTB auctions. We subscribe to advertising platforms (i.e. Google AdWords, Facebook Ad Platform, Twitter Ads, etc.) and we publish ads.
Consider the Facebook “Boost Post” function for page posts, by subscribing to Facebook advertising and doing a boosted post what you are doing is participating in programmatic media buying and an RTB. Facebook algorithms manage all the fancy programming and determine how, who, what and when your post is impressed (an impression) upon consumers, without knowing it you participated in a programmatic media buy!
Got it? I hope so! The next step is what I call the “brokerizing” of media buying, where media buyers and brokers capitalize on economies of scale within programmatic media buying. These buyers and brokers are simply purchasing media in volume at discounted or wholesale prices and then reselling at retail. Check out slide 23 from the presentation for some of the players in the ad exchange market.
It is, afterall, a Consumer Service – So these big brokers and buyers, they have to repackage and sell these ads to someone, otherwise they would not be there! Their role in programmatic advertising is this, they build the services that you, me, other small businesses and ad agencies subscribe to and use for our day to day marketing. These services earn their living by providing VALUE, value by building advertising platforms that you and me can leverage and get maximum results. Let’s face it, if these services were not so valuable or popular, what would prevent us from purchasing media buys directly from Google or Facebook all the time?
AdRoll is a HUGE wholesale media buyer, they purchase and repackage BILLIONS of dollars of Facebook, Google, Twitter and display ads per year and they operate and profit on margins between buying and selling. I mention this because when I got involved and subscribed to AdRoll in 2014, I could not believe the tools and resources they provided to me at the SAME costs (or less) than I would get for publishing ads on Facebook, I was absolutely amazed.
The platform and the tools are SO incredibly easy to use, that once you start using them you will kick yourself in the #$* for not subscribing sooner. Essentially, you create an account and fill in your personal information and form of payment, install a pixel (copy/paste) on your website, build a campaign, create ads and GO! The ads will require 24-72 hours for approval (usually much less) and then sit back and magic happens.
Please do join us tomorrow, I will be giving a video demonstration on creating an AdRoll account, installing your pixel, building an ad campaign and creating yoru first ad!