Effective Use Of Retargeting & Exclusion Pools In Local Online Marketing

Posted by Ad Hustler | Posted in Ad Networks, Local Online Advertising, Tracking | Posted on 26-09-2014

When it comes to local online marketing, just because you’re options and budgets may be more limited then big national advertisers, it doesn’t mean you can’t THINK like a big national advertiser.  Retargeting is HUGE for large eCommerce companies however it is often overlooked on the local level.  I’m not really sure why it’s overlooked or ignored but I’d much rather be doing a retargeting campaign then a lot of other things that local companies spend their money on.

I want to show you an effective way to use retargeting on the local level.  I’ll use a random example but feel free to apply this to whatever campaign you are currently managing.

Let’s say the client is a sports equipment store and they are driving traffic to a landing page offering a 20% off coupon for your in-store purchase using a multitude of media sources including traditional and various online media sources.  Retargeting’s job would be to maximize the effectiveness of all the other media being purchased.  In order to do that you have to think out the strategy a bit.  For the purposes of an example let’s say that 100,000 people were driven into the landing page with this 20% coupon.  20,000 People claimed the 20% off coupons and 80,000 people didn’t and bounced off the page without doing anything.  Let’s refer to the 20,000 people who claimed the coupon as the “Claimed Pool” and the 80,000 people as the “Bounced Pool.”

You need to have different objectives for the people in the “claimed pool” and the people in the “bounced pool” if you want your retargeting to work effectively.  The “Claimed Pool” people don’t need to claim the coupon anymore because they already did.  The “Bounced Pool” people still need to claim the coupon because they previously went to the page and didn’t do anything.

Ideally you want to serve the “Bounced Pool” people an ad saying to “claim the coupon” because that would maximize the traffic previously sent to the page.  You want to send the “Claimed Pool” people messaging saying to come into the store and use the coupon that they already claimed.

The way you would do this is through multiple campaigns and exclusion pools.  First you would install your retargeting tags on both the landing page and the thank you page.

#1 – You would setup a campaign targeting everyone but EXCLUDING anyone ending up in the “Claimed Pool” that has “claim your coupon messaging.”  This would effectively retarget to everyone who DID NOT claim the coupon.  To create a claimed pool you would basically have a pool of anyone ending up on the thank you page.

#2 – You would setup another campaign targeting only people who are in the “Claimed Pool” with “come in and use your coupon messaging”

The benefits of this is that people would see the correct messaging at the correct time in the buying process.  Why serve someone an ad saying “claim your coupon” if they already did that?  Why send someone a message saying “Use your coupon” if they don’t have one?

If retargeting is not currently a part of your local online marketing mix it should be.  If you have any questions leave a comment.

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Affiliate Summit East 2013 Day 1 Observations – Homeless Zombie Addition #ASE13

Posted by Ad Hustler | Posted in Ad Networks, Affiliate Marketing, Big Pimpin', Doing Business | Posted on 19-08-2013

If you’ve been reading my ramblings for a while you know how I cover conferences.  There are no long well written posts here.  I prefer to just post my thoughts and observations….granted, my thoughts can be kind of weird.

  • Philadelphia is filled with homeless zombie types wandering all over the place.  More people have asked me for 33 cents then have tried to give me a business card so far.
  • The bigger/more expensive the watch, the smaller the penis (and likely the sooner that persons company is going out of business)
  • A lot of people at Affiliate Summit don’t do affiliate marketing anymore, which there’s nothing wrong with.  A lot of people seem to have moved to more stable areas of internet marketing.
  • There seems to be a marked comeback of nutraceuticals which as just as uncompliant at Acai so expect another crackdown sooner than later.
  • Fake it till you make it is alive and kicking. I was talking to some insiders about affiliate networks.  Some of the affiliate networks you think are doing well, aren’t.  I learned yesterday that one network that you would think kills it every month is doing about $250,000 revenue per month and making about $30,000 and then still having to pay about 8 employees.  I say it all the time but KNOW WHO YOU’RE WORKING WITH & make sure you aren’t extending too much credit to these networks.
  • The parties sucked pretty bad last night exept for Badger Ball which was pretty cool.  If you want a badass party check out Affiliate Ball tonight!
  • I feel bad for newbie affiliates who are trying to make it and live the dream.  It’s going to be a long, hard, ugly road.

That’s all for now.  Talk to ya’ll tommorow.  If you see me today, say hello!

Now Boarding: The Twitter Ad System Failboat

Posted by Ad Hustler | Posted in Ad Networks, Affiliate Marketing | Posted on 14-04-2010

As usual, there’s plenty of hype surrounding a new ad system that’s being released: The Twitter Ad System.  Considering Twitter is such a popular website you would think i’d probably be excited about it.  Quite honestly, I’m not.  I think it’s going to be a failboat for affiliates and i’m going to tell you why.

My buddy Jonathan Volk just wrote a post about Twitters Ad System so rather then rewording the details of the system i’m going to grab his breakdown and make some comments.  Read his post here.

“As we previously described, the new system serves up ads based on keywords in Twitter search queries.”

Fail #1: I’m sure people do use search.twitter.com.  I even use it on rare occasion if I want to see what random people are saying about something.  The KEY word in the previous sentence is RARE though.  99% of my twitter use is either tweeting or looking at my lists and seeing what my friends are saying.  Considering a very large percent of twitter use is mobile as well, what is the percentage of the overall Twitter Population that is going to use Twitter Search?  My guess is that it’s low and that’s a straight up fail.  If this is the only way the advertising system is going to serve ads it’s actually kind of a joke because companies like Sponsored Tweets & Ad.ly will still thrive and be a MORE effective advertising method then Twitters own system.  Why would you let a parasite service take your revenue?  Makes no sense.

Promoted Tweets will appear at the top of the search results page, with small text indicating they were sponsored. The Times piece notes that companies could use this to combat negative tweets (they can place a positive tweet at the top of the page)

OK, I would expect disclosure.  If a company thinks that an ad at the top of the search results is going to combat negative tweets, that’s a company that just doesn’t get social media.  The only way to combat negativity in social media is to FIX THE PROBLEM.  In addition, most people trust their peers so if a peer they are following tweets negatively about a company, they are going to see it in their stream.  This ad would never reach their stream because again they aren’t using search.twitter.com.

A Promoted Tweet isn’t guaranteed to stay afloat for a long time — if the tweet isn’t tracking well in terms of replies, clicks, and a number of other metrics Twitter is calling “resonance”, it will be pulled, and the advertiser won’t pay for it.

Quality Score?  Uggghhh.  Go ahead and piss off your advertisers before they even start advertising with you.

One ad will be shown at a time

Wowzerz…I’m impressed.

Initial ad partners include Best Buy, Virgin America, Starbucks, and Bravo

This doesn’t surprise me at all.  My guess is that they went after these types of advertisers because they don’t really care about ROI.  By taking on “branding” (ie: immeasurable) advertisers they could avoid negative reviews like this one for a while.

Advertisers will be paying on a CPM basis initially, with plans to adjust the model once Twitter can better gauge how people are engaging with Promoted Tweets

No real comment here but branding campaigns do normally run CPM.

——————————————-

Facebook Ads were a huge win for affiliates and self serve advertisers.  We all know that although their ad approval team is recruited from the monkey cage at the San Diego Zoo, they do have an awesome advertising offering.  Let’s give some thought as to what makes it awesome.  It’s really a pretty simple answer: insane targeting.  You can target demographics, workplace as well as interests.  All of this targeting makes figuring out ways to appeal to these users gosh darn easy.  Facebook users SELF IDENTIFY themselves and that’s key.

This is the major problem with Twitter Ads.  Their is no self identification on Twitter.  This is what’s going to make it hard to ever have effective in-stream advertising run by Twitter.  You can argue that they will come up with some sophisticated algorithm that can detect themes in a persons overall tweets and serve ads to those themes but I don’t think it will work.  Let’s say I tweet 10 times and this is what I say.

1) I just started a new Facebook Campaign and all Ads were denied
2) I just took a massive dump and there was corn in it
3) The trees outside are blooming
4) My car smells like rotten milk
5) Check out this article http://www.link.com
6) Weekend is almost here
7) Jersey Shore was hilarious last night
8 ) Class is not determined by what you spend
9) Just went to Ikea
10) My foot just fell off

It’s going to be very hard to create a theme out of random tweets and plenty of Twitter users tweet randomly.

What are your thoughts?  Do you think the Twitter Ad System (as it stands) is going to be effective?  Let’s discuss!

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Get Out Of My Affiliate Network

Posted by Ad Hustler | Posted in Ad Networks | Posted on 15-03-2010

There seems to be this new trend going around where affiliate networks want to be exclusive.

Former affiliate networks that took just about anyone, are trying to make this big push to get rid of any affiliates who are currently non-performing (ie. haven’t produced $x,xxx in the last x months).

This makes ZERO sense to me.

Pruning low QUALITY affiliates makes sense.  Affiliate networks can’t afford fraudulent affiliates.  It ruins their relationships with advertisers.  Having some kind of quality metric makes sense.

I think that some affiliate networks are losing site of the fact that they need affiliates.  Just because an affiliate hasn’t performed in the last x number of months or ever for that matter doesn’t mean anything.  An affiliate can be doing $100,000/month with one affiliate network and $0/month with another (numbers for demonstration purposes only).  Does that mean they aren’t a big affiliate?  Realizing that they are, why wouldn’t you want them to have an account at your network?  Just because they aren’t working with you now, doesn’t mean they aren’t ever going to.

Now, you can argue that having crap loads of non-performing affiliates takes up too many resources.  If an affiliate is taking up an excessive amount of an affiliate managers time AND not sending any traffic then you have an argument.  In that case getting rid of the affiliate makes sense.  I doubt this is the case in most instances, since I don’t think most affiliates doing no business with an affiliate manager are going to be wasting much of their time.

I personally am signed up with quite a few affiliate networks that I do no business with.  I like to have an account so that if I need an offer or see something I like, I can be ready to run with them.  I’m guessing that other affiliates do the same thing.

Unless it’s based on a quality issue, I think that affiliate networks that are booting affiliates for non performance are making a really bad business move.

What do you think?

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Convert2Media Has Fun With Frauders

Posted by Ad Hustler | Posted in Ad Networks, Affiliate Marketing, Doing Business | Posted on 11-09-2009

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