Show me the ads that I care about!
No thanks. I’m not interested in the baby food that keeps popping up in my news feed. No, I don’t have a truck. Why do you keep trying to sell me a new tonneau cover? It’s the middle of May, I don’t think I’m going to be skiing anytime soon but thanks for the offer.
Scrolling through social media can be a headache when there are countless ads coming your way, especially when they are of absolutely no interest to you. You know when you visit your favourite website and see an advertisement for something you will definitely never purchase? Yeah, that’s annoying too.
What a WASTE of money!
I’m not sure what’s more annoying: i) the ads themselves, or ii) the fact that somebody is paying money to have these ads targeted towards me. I think it’s the latter. It’s definitely the latter. If I’m paying someone to advertise baby food for me, I don’t want my ads popping up on some 12-year-old-who-only-has-Fortnite-V-Bucks-to-his-name’s Facebook feed. No, I want my ads delivered to the people that actually care about my product or service, the people that will actually give me money.
That’s the beauty of online advertising platforms and technologies such as Facebook’s Pixel and Google AdWords Remarketing. If done right (and that can be a big IF) your ads can be targeted precisely to the audience that you identify as potential customers.
The marketing team at Snagged has been utilizing the Facebook Pixel and Google Adwords systems to target advertisements directly to our client’s desired audiences. I’m writing this blog to help you understand how this all works.
Both systems use a piece of code that is placed on the client’s website. Basically, the piece of code is able to track individual users and their online behaviour through browser cookies. Mmmmm cookies! They’re a digital marketers favourite snack. The data collected by these cookies helps to track conversions, optimize ads, build targeted audiences for future ads, and retarget advertisements to qualified leads.
If you don’t get it by now, don’t worry because you’ve definitely been a target of this type of advertising. Go to www.Sudbury.com and you should see advertisements along the border of the webpage, this is a Google Adwords remarketed ad. Check out your Facebook newsfeed and you should see ads pop up, those have been targeted to you through the Facebook Pixel.
Google’s “remarketing” system has been around for nearly 2 decades and it is the most proficient tool for optimizing ads and reaching the largest number of people online. When working with Google Adwords remarketing, marketers have the Google Display Network at their disposal which reaches 92% of all internet users. Google ads can appear on nearly any website one would wish to advertise on.
The Facebook “retargeting” system (Google calls it “remarketing”, whereas Facebook has dubbed it “retargeting”) is a much newer model, and it is focused primarily on advertising on Facebook itself and the Facebook Audience Network. This means that marketers can collect data from a website that has the Facebook Pixel installed into the code, gather data on web visitors, and then pump out retargeted ads on Facebook and the Audience Network.
If you’re a business owner, you didn’t have to read this blog to know how important it is to have your marketing money spent wisely. My hope is that this blog provided you with a better understanding of how digital ads can reach your target audience and increase your ROI. If you want to start advertising your business online, give us call and we’ll work on a custom strategy to make you more money!