clickz-kiss

Remarketing Platform Bill of Rights: Simplicity Matters

  |  February 17, 2014   |  Comments

As remarketing continues to grow in the digital advertising space, more services are popping up. The best ones embrace simplicity and transparency - which ones get it and which just don't?

clickz-kissRemarketing (retargeting) continues to grow in the digital advertising space. This means more services are popping up, each with their own "special sauce." The diversification is great - this drives innovation. As I have the opportunity to use more of them, I keep coming back to one thought: "Simplicity matters." But not just simplicity. Transparency and results matter, too!

Some remarketing services get it. Self-service rules the day, particularly for savvy marketers. Make it easy to set up, from tagging all the way through to reporting, and customers will flock to your service!

Who Gets It?

Google AdWords and Google Display Network (GDN) remarketing:

  • The barrier of entry is low and should be familiar territory for any AdWords user. 
  • Reporting and control over settings are second-to-none. 
  • You are limited to just the GDN, but there is significant ad inventory to be had. 
  • Tagging and audience management are a bit hidden in the Shared Library, but ultimately are easy to use.

Perfect Audience:

  • So. Easy. Display, Facebook Exchange (FBX) - it's all there.
  • Truly a self-service product that creates a simple process across all the layers of remarketing: tagging, audience segmentation, campaign creation, bid/setting management, and reporting.
  • Better yet, it works

Who Doesn't Get It?

AdRoll:

  • Don't get me wrong, AdRoll has its place and many happy users. But...
  • It's billed as a self-service offering, but nearly all settings for optimization are not customer-facing. You have to manage CPMs and impression capping through a rep.

FetchBack:

  • As a pioneer in the space, FetchBack has some street-cred. But I have personally not had any success with their service (and I've heard similar stories from others).
  • Simple is not in the equation here. You are forced to work through a rep and this can slow things down and/or frustrate those of us used to and capable of managing campaigns on our own.
  • Be prepared to manage the rep relationship instead of campaigns.

Remarketing Platform Bill of Rights

  1. Make website tagging management clear and concise.
  2. Make audience segmentation clear and concise.
  3. Billed as self-service? Make it truly self-service.
  4. Let us manage bids. CPM, CPC, or other.
  5. Let us manage impression capping.
  6. Make reporting clear and concise.
  7. Let us manage site exclusions.
  8. Don't suck.

Remarketing is here to stay (well, as far as I can tell) and these services are only going to grow. The least they can do is grease the wheels and make their remarketing platforms easy to use. There is a reason books like Don't Make Me Think were written or phrases like "Keep It Simple Stupid" exist. Yes - simplicity matters!

Image courtesy of Hey Paul Studios on Flickr.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

John A. Lee

John A. Lee is an Internet marketing jack-of-all-trades with experience managing PPC, SEO, and social media campaigns. He is a Managing Partner for Clix Marketing, a marketing agency specializing in PPC, display, and social media advertising. Before joining Clix Marketing, John worked as Paid Search Manager for Wordstream and was a Senior Search Marketing Consultant for Hanapin Marketing in Bloomington, Indiana, where he was instrumental in the success of Hanapin's two search marketing blogs: PPCHero.com and SEOBoy.com. John's writing has also appeared on SearchEngineWatch.com, Acquisio's Blog, Wordstream's Blog, and within Website Magazine.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Search newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...