With regard to remarketing, I personally hate being on the recipient end of it. (those f**king ads showing up every dang day, day after day after day after day after day...you get the picture).
Consequently I don't like using it in our smb's...but we do. We use it in some smb's and not in others. We are currently only using adwords remarketing. If a searcher lands on our site, spends a minimal time there...they'll experience our remarketing. Needless to say response is minimal. We're currently doing this with one of our smaller smb's in a smaller regional/city market. Over the course of the year, some couple of hundred thousand impressions and a click through rate of some low # below 1 % with a couple of conversions...(which are contacts). For that we are spending a couple of hundred dollars. At that rate a sale would pay for it--in multiples and a couple of sales would be nice. But we can't tell for sure. Does the remarketing generate a 2nd visit during which we then get a form contact. Does the remarketing generate calls. Which end up sales. We can't tell.
For another location We also recently completed a massive amt of email blasting to old leads. During this past October and November we had great high volume months, discounted like crazy, had high volume sales. We blasted emails to old leads.
Old leads. Sort of like remarketing but different. They contacted us and ultimately gave us their email addresses and other info and were entered into our own databases ....for things like email marketing.
For Oct and Nov, just estimating by virtue of their first contact dates and their purchase dates somewhere in the estimated range of 40-70 might have purchased. Our email costs/ as part of a monthly package were minimal. We payed excesses for the high volume....but my gut on excess costs on email and an estimate roughly in the mid range of those 40 -70 gives a possible ROI or payback of something in the range of about $100 of income for every $1 spent in excess email costs.
Wow. That is great.
Needless to say we don't get that kind of return every time. One of the risks associated with remarketing with price discounts is that previous buyers could see the discount and could have become buyers. Then they call back and complain. Hey I paid $200 and now you are offering the same thing for $100. I want a refund.
We always give a discount when it pops up.
Any comments or reactions? Any suggestions? What additional steps could we be taking?