007 - Profitable Remarketing and Hubspot vs Dan Lyons Takedown

Show Notes Buzz 1: Dan Lyons new book, Disrupted a. What we can learn from Hubspot's response to a very public joust with Dan Lyon's apparent attack on Hubspot and their methodology. b. 4,000 word excerpt from Dan Lyon's book: http://fortune.com/disrupted-excerpt-hubspot-startup-dan-lyons/ c. Dharmesh Shah's personal LinkedIn response to Dan: https://www.linkedin.com/pulse/undisrupted-hubspots-reflections-disrupted-dan-lyons-dharmesh-shah d. Classy, professional and lot marketers can learn from a PR perspective. Buzz 2: How to make Remarketing Profitable a. Visitors who are retargeted are 70% more likely to convert on your website - research by Comscore who also found retargeted ads lead to a 7-10x increase in branded search traffic after 4 weeks of retargeted ads exposure. Source: http://www.digitalinformationworld.com/2014/09/infographic-retargeting-advertising-statistics.html b. What is remarketing: It allows you to position ads in front of defined audiences that have previously visited your website - as they browse elsewhere around the internet. c. The biggest network is GDN, reaches 90% of all internet users. d. Tip: Just Get started. You must have a minimum of 100 active visitors or users within the last 30 days for your ads to show; lists targeting Google search must have a minimum of 1,000 active visitors or users. Source: https://support.google.com/adwords/answer/2472738?hl=en> e. Tip: 3-4 sizes account for 80% of impression share: http://blog.netpeak.us/google-adwords-banners-what-are-the-most-effective-ad-sizes/ f. Categorise your ads. Great resource from Adroll, page 12: https://www.adroll.com/en-NZ/resources/guides-and-reports/20150730-performance-marketers-guide-retargeting-part-i/view/en-NZ § 1. All visitors. This is your broadest segment, and will include everyone who visits your homepage. § 2. Product. Set up product segments for users who have looked at a specific page, product, or piece of content. § 3. Cart segment. Cart segments capture high-intent users who made it to your checkout page, but didn’t convert. For B2B companies, this could be people who landed on a free trial page, but never filled in their information. § 4. Conversion segment. Finally, create a conversion segment to identify users who already converted. You can then exclude them from retargeting campaigns, or create new loyalty campaigns to encourage repeat purchasing. g. Some final considerations on creating ad creative that converts: i. CTA vs stage in buyer's funnel ii. Keep in context what they already know iii. Have a different creative for different lists iv. Auto-tagging in google but don't auto-tag in HS, issues with data visibility in terms of campaigns/ads that worked.