Retargeted Internet Ads – You Suck

I despise retargeted Internet ads. retargeting internet advertising

Don’t know what they are? These are ads that “find you” from the things you search online. Here’s the latest gripe I have…

I needed to email Sling TV support because we were having glitches with it on our Roku (no, I don’t have cable or satellite). So, I Googled it to find some contact info. Found the email address. Emailed them. So, later on in the evening I’m on a different website and I see Internet ads on the page I’m on for Sling TV. All I did was Google them to find an email address so I could tell them about our issues and hoping something could be fixed. Now, I get to see their ads everywhere I go online now. Yay.

If you buy retargeted ads, I get what you’re trying to make happen. But most of the time, you’re just advertising to someone who has already purchased from you. And what’s a better way to advertise to those people?  Pop a postcard or a letter into the mail.  Seriously.  Or email.  Even though email gets deleted more than it’s read… it’s still more effective than online advertising.

I’ve heard people say to me… Oh, I want to measure my advertising. I love metrics! I gotta know exactly what I’m getting in return. Well, guess what… there’s no way your analytics are all 100% accurate. Ever see those demographics of the people clicking on your ads? Some are from Indonesia.  Some are from South Korea.  And they were paid to visit your website through your Internet advertising.

And how many of those “views” are really VIEWS?  Not many.  And even if your ad happened to be in eyesight of the person searching around the Internet, then there’s even a smaller chance that they gave the ad even one tiny iota of attention at all.

Internet advertising is great for some things… but most local advertisers are wasting a lot of money.

Ugh.  I know it’s bright and shiny and new-ish… but isn’t it still the wiser move to utilize advertising methods that work?

I saw an ad for a local landscaper the other day on a some totally irrelevant website. It was a completely ignorable ad. The only reason I paid it any attention is because I know the guy. I rolled my eyes back in my head so far, I could see my brain.

Here’s the thing though, I’m in testing phases of Internet advertising with a few people. I’m doing my own research. And I’m not impressed. I’m doing it so I can be a better marketer for anyone that’s looking for some marketing help. I need to know what’s legit and what’s not worth a nickel.

Here’s a headline I saw the other day,

“90% of marketers say retargeting now as good as search ads, email marketing”

Ha! What does that mean? It means still just a little shittier than search ads and email marketing. How many emails from companies do you delete without ever opening? A thousand tons? How many search ads did you not even see… even though they were at the top or side of your screen? A billion tons?

Oh… and if you’re a small, local business who’s had success with any kind of Internet advertising, I want to talk to you. I want to see and hear how you made it happen.  I don’t care if you’re 2 hours away, I’ll make the drive.

That’s my rant for the month.  : )

Have a groovy day!

Duane Christensen

Results Radio Townsquare Media-Sioux Falls


Marketing in Sioux Falls

What IS marketing anyway?

Isn’t it just finding a good way to make some moolah from a product or service? So, what are some good ways to market what you have to offer? Let’s take a look at a few from the top of my head.

1. Have a really awesome product or service that will generate some word of mouth (some buzz). BUT this is easier said than done. Your product needs to wow the pants off of people. It needs to be better, faster, easier, etc. than the next best product. Your service needs to be a step above what your closest competitor is doing.

2. Make it look good. So, if you’re a retail store, make people say, “Wow, this is really nice” once they’re inside. If you’re a service biz, then don’t drive around in rusted out pieces of junk. And make your service people look like a million bucks compared to your competition.

3. Say it different. In all of your communications with a potential customer, don’t sound like everyone else who is selling the same thing. Stand out. Stand for SOMETHING. Be remembered by how you present your product or service.

4. Your policies. Don’t be a copycat. Just because most of the businesses in your category do something a certain way, it doesn’t mean you have to have a policy that makes no sense. Have some guarantees. Create some return policies that make people feel ultra-comfortable in their purchasing decision. Make doing business with you EASY.

5. Free merchandise. Not everyone can do this, but I think most could find something to give away. Coffee mugs, T-shirts, etc. But make the stuff FREE when they purchase a certain amount of product or services. I saw a smoothie place that was selling their T-shirts. I bet their sales on those are close to zero. Why not give everyone a free T-shirt when they get 12 punches on a special card? But make your merchandise fun. Have a funny saying on your stuff that makes people actually WANT to wear or use the freebie. Cause them to proudly don your merchandise and advertise all over Sioux Falls for you. Heck, if you have a great customer, send them something unexpectedly, with a card attached that says “Thank you”. They’ll love you for it, and they’ll probably tell a couple of people.

Of course advertising on the radio is marketing too. If you want to accelerate your word-of-mouth and go beyond what I’ve listed above, I can help brand you locally. Local branding is powerful. But it’s not “awareness”. It’s totally different. Awareness doesn’t mean much. Branding makes people remember you for something good. I’ll help you be remembered when people need what you offer. If we dig a little, and find the right strategy, it’s how you can take your business to new levels.

Sioux Falls marketing doesn’t have to be so difficult. You just have to stop copying other businesses (because they don’t usually know what they’re doing either), provide great service, and get out of your “box” as often as you can.

Do you want to market your business better? Then, let’s brainstorm for an hour some day. I hope to talk to you soon! : )

Duane Christensen

Sioux Falls Radio Advertising blog