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Now that we've covered remarketing for search, let's cover remarketing for display campaigns. Google offers a couple of different options for remarketing on the Google Display Network. Remarketing on the Google Display Network gives us millions of websites to reach users as they browse the Internet, including YouTube, Blogger, and Gmail. What makes this different than remarketing for search is that we are not only able to show users text ads, but we are able to show image ads and video ads. This can be exciting for brands and advertisers because of eye catching features that images and videos inherently have. What's even better is that we are able to reach your target audience even if they are not actively searching for your product or service on websites like CNN, Google Finance, and so much more.

Photo courtesy of cpcstrategy.com

To make sense of all of this, let's use an example that we can relate to each remarketing feature below. Let's say the store Computer Techies sells computers, computer equipment and software. They sell their products in-store, online, and on their mobile app. In addition to products, they offer repair services for computers and phones. The mobile app features products, which users can purchase directly in the app. Users of the mobile app are also able to schedule an appointment for services.

Now let's go over different types of remarketing Google offers for the Display Network.

Standard Remarketing
Basic remarketing in Google AdWords will display ads on websites across the Google Display Network based on audiences that we have created. Just like remarketing for search, we can create audience lists based off of many different criteria. Then, as users in those lists browse the Internet, they will encounter ads targeted to them. Users who see these ads connect with them because they are already familiar with your brand or product from previously visiting your website.

When looking into Computer Techies' Google Analytics account, we see there is a lot of traffic coming to the site, spending time on several different pages, and leaving. This tells us that they may be shopping for computer equipment or software, but there's something that kept them from purchasing. We are able to take a segment of these users and target ads to them as they browse the Internet. One basic example is that we can retarget to users who viewed the software products page and show them an ad with a 20% off coupon code as they browse a different website in an effort to bring them back to the Computer Techies site.

Dynamic Remarketing
Using dynamic remarketing can boost your remarketing efforts. These ads are even more relevant and customized to the user who is viewing it by showing them specific items that they have already viewed or purchased from your site. We can even suggest similar items to users who have already made a purchase. With dynamic remarketing, we are able to take your entire inventory of products and services and feed it into AdWords to help create the best ads relevant to users. Product images and information is pulled from a product feed, making it easy to customize ads for users automatically.

Jessica is looking for a new laptop computer for her home office, and like many people, she's been doing research on the best laptop for her needs. In the past week, Jessica has visited the Computer Techies site twice, viewing the same laptop each time. In order to retarget to users like Jessica, we can create an audience of users who viewed that laptop, but didn't make a purchase. Now, as Jessica browses the Internet, she may see an ad for the exact same laptop she has been looking at, which may aid in her decision to make a purchase.

Because users frequently switch between screens throughout their day, Google's dynamic remarketing templates are optimized for mobile. This helps us reach users no matter where they are and no matter what type of device they're using. So, even if Jessica starts her search on a desktop, she is still eligible to see these retargeted ads on her smartphone or tablet.

Similar Audiences
This is a neat feature for remarketing because you can use your current remarketing lists to reach other users who have similar interests and behaviors online. One way we can do this is to take a group of users who have previously made a purchase on a website and ask Google to look for audiences who share similar interests with these users. E-Power utilized Similar Audiences for one of our clients. After starting the Similar Audiences Campaign, it generated 1074% more conversions in the four weeks after it was started than the entire program did the four weeks before it was implemented.

Remarketing for Mobile Apps
If your company has a mobile app, remarketing for mobile apps is a great way to re-engage those users. We can create unique audiences for users of mobile apps because these users take different actions than those who visit websites. For example, we are able to create an audience of users who opened your app a month ago or who viewed a certain screen for a specific amount of time. These ads are then shown on the Google Display Network across all devices.

Last week, Charlie, purchased a brand new laptop from Computer Techies' website. Charlie has made software purchases in the past and uses the mobile app for browsing as well. In an effort to up sell to Charlie, we can create an ad to retarget to users who recently made a purchase giving them a discount on their first service appointment made through the mobile app. This not only makes customers happy because they're receiving a discount, but it's bringing users to your mobile app, where they can make additional purchases and schedule appointments.

Video Remarketing
YouTube and Google's other video partner sites reach millions of users with video ads. Remarketing lists for video can be created based on users who have interacted with or viewed your YouTube videos or TrueView in-stream ads or if they have taken some action on your channel like subscribing or unsubscribing or just visiting your channel's page. You can show users how a product works, raise brand awareness, and more. You might want to utilize video remarketing if you have a visual product or service that would be beneficial to show users in a video format.

Computer Techies can take advantage of video remarketing by creating YouTube videos about their products or services, like how to troubleshoot minor problems on computers. Then, as a remarketing tool, they can use video remarketing to remarket their services to users who have viewed their YouTube videos or TrueView in-stream ads or have visited their channel page.

Google Analytics Remarketing
Using Google Analytics for display remarketing is just like remarketing for search, except these ads show on the Google Display Network and are available in additional formats. We use data in Google Analytics from your website to create audiences. Instead of targeting users on the Google Search Network, we are now targeting them on the Google Display Network. These audiences are automatically sent to Google AdWords, where we create ad campaigns based on them. We like to use Google Analytics for remarketing because we can create unique audiences based on metrics and data available in Google Analytics that are not available in Google AdWords alone.

For example, Miranda visits the Computer Techies site on Friday afternoon looking for new anti-virus software for her computer. She finds a few options, but in the end, she's not ready to make a purchase. On Monday morning during her commute to work, she is browsing through HGTV's website for kitchen remodeling ideas when she sees an ad for 20% off the same anti-virus software if she downloads the mobile app. When Miranda clicks on this ad, it will take her to the app store for her to download the app. What makes this a little different than other remarketing features we've mentioned is that this ad was targeted by her phone's Operating System. The Computer Techies mobile app is only available for iOS, so we do not want to show this ad to users who use any other Operating System.

As with remarketing for search, remarketing for display campaigns offers opportunities for us to reach your customers on all devices. With remarketing on the Google Display Network, we have the additional benefit of reaching users even when they are not actively searching for your product or service. They can be reached while they are watching the latest viral video on YouTube, checking the weather, or between levels of Candy Crush (Level 784 is so hard). Capturing their attention in these quick, but important, micro-moments is critical in maintaining brand awareness and adding your brand into the customer purchase journey

Make sure to keep up-to-date with our remarketing blog series and Online Marketing best practices right here or on Facebook and Twitter.

Author Bio:
Hannah Jean - Online Advertising Specialist
I focus on Online Advertising and Account Management, helping clients grow their online brand and meet their business goals through targeted, productive Online Advertising programs. I graduated from the University of Wisconsin-Whitewater with a Bachelor of Business Administration in Marketing. I have a professional background in sales, event planning and Social Media, and I put my education and experience to work for all of E-Power's clients. Connect with me on LinkedIn!

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By Ryan J. Sweeney and Larry Stopa

Push and Pull Marketing. You’ve probably heard of these terms, but do you know which one best applies to modern Online Marketing? At E-Power, we’re rolling out the chalkboard and podium to break down the complex dichotomy, Push vs. Pull, with a simple lesson plan.

Let’s begin with Push, the “teacher’s pet” of Online Marketing. Think back to your years as a high school student. Now, try to pinpoint the one classmate that first comes to mind when you think of the term “teacher’s pet.” They’re typically the first one to raise their hand (although they’ll often shout out the answer instead), they strategically bond with the teacher to gain an upper hand over classmates, and their aggressive personality often frustrates other students.

Then there’s Pull, the “everyone’s friend” of Online Marketing. Think of this persona as the high school friend who lets you borrow their organized notes before a test, offers you a ride home from school when your car breaks down, and is extremely friendly and well-liked by their educators and peers.

Now, we may be digging into some classic high school stereotypes here (and if you were that teacher’s pet, sorry!), but we promise we’re going somewhere with this. So far, you know that you should avoid being the “teacher’s pet” and embrace the “everyone’s friend” persona.

Okay, but how can this be applied to Online Marketing?

Lesson #1: Boast Less, Listen More
Online Marketing is all about attracting qualified leads and creating engaging user experiences. In general, Push Marketing relies on sending out messages to unreceptive audiences. You may achieve some leads in the process, but ultimately it should be more than just a numbers game. Instead of tossing around generalized message points, focus in on what your consumers will be most receptive to. By boasting less and listening more, you’ll be able to engage with your unique audience to find out exactly what they’re hoping to get out of your brand.

Homework – Reevaluate your Social Media Marketing strategy and objectives, specifically Facebook, and answer the following questions:
     1. Do you constantly brag about your brand?
     2. Do you see a lot of engagement on specific posts?
     3. Is there a key demographic that keeps reappearing in your followers and engagement?
     4. What are you hoping to get out of your business’ Facebook presence?
     5. Do you tend to push your messages out or gradually pull customers in with your Facebook content?

By answering these questions, you’ll be able to better understand where your brand is currently at with Facebook, and reveal any issues and opportunities for boasting less and listening more.

Lesson #2: Don’t Cheat
If something sounds too good to be true, it probably is. There’s no quick and easy way to build your brand through a Pull Marketing strategy. If you’re trying to sneak behind Google and achieve short-term results, you’re doing Search Engine Optimization wrong. Try to pull a fast one on Google and you’ll find yourself in detention.

Instead, put yourself in the mind of your consumers—what would make them want to care about your brand? That’s how Google wants you to think about SEO. What interests your target audience? Give that to them. Find out what they want by listening to your target audience through relationship building tools, such as Facebook. Stay true to your target audience’s wants and needs if you want to succeed.

Homework – Reevaluate your Search Engine Optimization strategy and objectives, specifically within Google, and answer the following questions:
     1. Is your SEO approach based on what users are searching for?
     2. Is your site first and foremost user-friendly and focused on giving the best user experience possible?
     3. Is your site being penalized by a search engine?
     4. Are you sticking to Google’s steps to a search engine-friendly site?

Answering these questions will help put into perspective whether or not you’re doing SEO right; following the rules will help you get back on the right track.

Lesson #3: Provide the Right Answers
Address any specific needs that your customers have about a product or service within your unique industry. This can be done with highly-targeted Online Advertising strategies. The Google Search Network provides numerous targeting methods that brands can use to get their message in front of online web searchers looking for a helpful resource. Rather than pushing ads that aren’t relevant to your target audience, you’ll be able to assist them with a landing page that will keep them on your site, and hopefully turn into a conversion.

Homework – Reevaluate your Online Advertising strategy and objectives, specifically Pay-Per-Click, and answer the following questions:
     1. Does your ad copy answer a specific need?
     2. Is there a clear CTA included in your ad copy?
     3. What kinds of targeting methods are you using?
     4. Are you targeting the right keywords?

By answering and analyzing these questions, you’ll be better able to understand if your business actually addressing your customers’ needs through Online Advertising.

Lesson #4: Be More Likeable
This final lesson really goes back to the basics. Give your customers what they actually want to engage with rather than what you think they might enjoy. Ultimately, buyers aren’t going to invest in your business if you’re not giving them what they’re looking for. Whether you’re inviting healthy conversations on Social Media, creating an infographic for your next Blog post, or building a new website, ensure that your online activity is naturally pulling in your customers to like, or maybe even love, your brand.

Homework – Reevaluate your overall Pull Marketing strategy and objectives, and answer the following questions:
     1. Is your online presence enjoyable and engaging to your customers?
     2. Do you listen to customer questions/comments/concerns and respond accordingly?
     3. How many Online Marketing tactics are you currently using?
     4. Are all of your tactics and strategies intertwined and working in a cohesive manner?

If you find that you’re not truly engaging your audience, or you’re focusing too much on one Online Marketing tactic, it’s time to re-strategize. Being a likeable brand takes a lot of hard work, and all of your tactics need to be effective and working together to make it happen.

Still puzzled by the distinction between Push and Pull Marketing? Struggling to answer any of the homework questions? Have concerns regarding where to go from here? No problem! Feel free to contact E-Power Marketing today. We’ll do our best to address all of your inquiries, and get you headed in the right direction.

Author Bios:
Ryan J. Sweeney - Account Specialist, Online Marketing
I started at E-Power Marketing in September 2014 as an Online Marketing Intern, and have focused on content creation, social media marketing and branding for our clients ever since. I recently graduated from the University of Wisconsin Oshkosh, where I studied Public Relations and Creative Writing, and now work full time as an Account Specialist. I have a background in event planning, graphic design, customer service, and content development. Feel free to connect with me on LinkedIn, or Tweet at me!

Larry Stopa - President
Larry Stopa is President of E-Power Marketing. He has 17 years of Search Engine Optimization experience and thirty-five years of marketing communications experience. His knowledge of traditional marketing enables his interactive marketing skills to guide highly effective online marketing programs. Follow him on Google+!

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As we mentioned in our opening article about remarketing tools for Online Advertising, there are many different remarketing options to help capture additional leads from your website. One of these tools is remarketing for search. Remarketing for search allows us to remarket to users as they conduct searches on search engines like Google and Bing. This type of remarketing gives us the opportunity to create new campaigns targeted towards users who have already visited your website. We can do this in a couple of ways with different tools to help increase sales, registrations, or any goal that you have for your website.

Before you are able to remarket to past visitors, you need to know who those visitors are. A remarketing list is created based on users who have completed some action on your site. A unique tracking ID, a cookie, is then assigned to each user. The cookie essentially follows them as they browse the Internet. These remarketing lists allow us to optimize our bidding strategies for the keywords people who have recently visited your site are searching for.

For example, if you’re an online retailer who sells clothing and accessories, and you want to boost sales for athletic wear, we would create a remarketing list that includes any user who visited your athletic wear page(s), but did not make a purchase. Whenever those users conduct additional searches with keywords associated with your campaign, your ads are eligible to show to those users in that list. There are many other conditions we can base remarketing lists off of. We will give a few examples below.

These audiences that are being targeted in remarketing for search campaigns are ready to take action because they have already shown interest in your product or service. Take a look at the tools below that E-Power uses to help clients meet their business objectives.

Google AdWords Remarketing Lists for Search Ads (RLSA)
The Google Search Network dominates the share of search engines with over 64% of the market. Not only do RLSAs allow us to potentially reach that huge segment of Internet search engine users, but they allow us to reach the users who are more likely to take action on your site. With RLSAs, you are only showing your ads to users on Google Search who have already shown interest in your product or service by visiting your website. This can be set up by targeting users who visited any page on your site or by targeting users who visited a specific page.

Taking the above example into consideration, you can take some steps to help recapture these past visitors by adding additional key phrases and further customizing your Ad Copy to relate even more to those users who visited your athletic wear page. You can also optimize bids on existing key phrases for those in the list, improving your ad’s position on the page.

Google Analytics’ Remarketing Lists for Search Ads
Similar to Google AdWords’ RSLAs, this option allows us to choose certain criteria for audience lists based on metrics available in Analytics instead of relying on Google AdWords. We can get very specific with audiences that are visiting your website. This tool in Analytics was recently announced in June. Prior to the announcement, these options were only available for display advertising.

Google Analytics’ RLSAs differ from Google AdWords’ RLSAs in that Analytics has a massive amount of data that we are able to use in order to construct remarketing lists, allowing us to get extremely specific. Another great benefit of Google Analytics’ RLSAs is not having to add additional code to web pages.

Because of these differences between AdWords’ and Analytics’ RLSAs, we are able to create even more targeted remarketing lists for our online retailer based on a series of conditions laid out in Analytics. For example, we are able to create a remarketing list that targets users who completed one or more transactions on the athletic wear page and generated more than $100 in revenue. We might want to do this to capture additional sales in the future from these customers. That’s just one example. The possibilities are basically endless with Analytics.

Bing Remarketing
In October 2014, Bing Ads launched Universal Event Tracking (UET) for advertisers. This paves the way for Bing Remarketing, which is currently available to some advertisers (including E-Power!) and will continue to roll out to all advertisers throughout the year. Bing now has 20% market share in the U.S., making it a valuable platform for advertisers. With their recent partnership announcement with AOL beginning in 2016, Bing continues to grow and offer advertisers opportunities to showcase products and services. Advertisers using Bing Ads are able to reach a large amount of search engine users who may not have been exposed to their brand in Google’s Search Network.

UET works by placing a tracking code on your website. This sends data back to Bing Ads whenever a user visits a page with code on it, and if a conversion is made, that is recorded in Bing Ads. We can track data for when a user visits a page, how long they stayed on a page for, how many pages a user visited during their session, and when a goal is achieved. These are just a few of the many ways we can collect data about users and their behaviors.

Having the ability to track activity on your website lays the groundwork for remarketing opportunities. For our online retailer, Bing’s remarketing capabilities will allow us remarket to users who spent more than five minutes on the athletic wear page and didn’t make a purchase. Another option is to target users who made an athletic purchase six months ago. We might do this to encourage additional purchases. There are an incredible amount of options to target to users. It will depend on your business goals and objectives.

As you can see, remarketing for search is a useful tool for us to capture users who have already shown interest in your products and services and remarket to them as they continue to search on the platforms you are using to advertise. This can be especially helpful in capturing potential customers who are on multiple devices. A potential customer looking to buy athletic clothing might do research during her morning commute on her smart phone. Later that week, she might do some more research on her tablet from home. This is where a remarketing ad could come into play, which could assist in converting this customer. Capturing the attention of potential customers is important at all steps in the buying process, including these micro-moments where they are looking for quick snippets of information. Then later you are more likely to close the sale with a remarketing for search ad targeted to that user.

E-Power Marketing successfully runs remarketing for search campaigns for several of our clients already. Give us a call and we can discuss how to get started with one for your business. Make sure to keep an eye out for our next remarketing tools post about remarketing for display, which poses some creative options for us to remarket to your website’s visitors.

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Author Bio:
Hannah Jean - Online Advertising Specialist
I focus on Online Advertising and Account Management, helping clients grow their online brand and meet their business goals through targeted, productive Online Advertising programs. I graduated from the University of Wisconsin-Whitewater with a Bachelor of Business Administration in Marketing. I have a professional background in sales, event planning and Social Media, and I put my education and experience to work for all of E-Power's clients. Connect with me on LinkedIn!

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