FetchBack

Goodbye 2011, Hello Green Beans!

By David Bendtsen, a FetchBack National Account Executive

 

Well, here we go! 2012 is here already, and some of us still have Christmas cards hanging around the house (Santa stuck to the fridge with magnets reminding us of past vacations… or who to call for all of our plumbing needs). But it’s time to roll up our sleeves and get back to work—to put what we learned in 2011 into play this year. So, the big question is… what did we learn last year?

Personally, my daughter taught me what Pinterest is.  So I finally know why there are craft projects all over the house. I also learned that I can’t hit my 5 iron 175 yards anymore and that my Seahawks are in another rebuilding year. I vote to bring Jim Zorn out of retirement!

When it comes to retargeting, as an industry, we’ve learned many things. Being in this business since the beginning, back when retargeting was still made out of wood, we’ve come to understand that it’s constantly changing. The job is never done, you can’t relax, and you never cross the goal line. Using another reference to football, winning the retargeting Super Bowl is always making 1^st downs because there is no end zone—it’s a really, really long game.

So how did retargeting get smarter last year? In my opinion, the big deal is conceptual. Sure, there are lots of new technical capabilities that can improve performance and look good in brochures, but I’m still thinking our growth, as an industry, was in concept.

The concept I’m referring to is the understanding that every campaign is different. Every campaign has unique goals and sets of issues and more, needs to be structured uniquely. The cookie cutter approach to retargeting just doesn’t fit any longer. “Hey, our CPM is really low and we can serve dynamic ads!” just doesn’t translate to long-term performance. Good in a tradeshow booth, not in practice.

The concept amounts to truly comprehending desired outcomes and working backwards. After all, setting goals today means more than, “I want more conversions at $XX.XX CPA.” It’s about examining every stop prospects make on their journey through a site and designing a unique retargeting campaign just for them, all based on goals.

Back in the day, we were in a hurry to scoot prospects out the bottom of the funnel and wish them a good day as they waved goodbye and breezed down a dirt road, out of sight. Today, many campaigns have replaced the funnel with a resort. Prospects don’t live there, but they come back often because they feel safe and comfortable. Theirs is not a linear path from top to bottom and there are lots of side trips and adventures along the way. They like it there.

Yes, there are lots of new retargeting gizmos, technologies, and media practices that are fun to talk about for 2012. Some might be a good fit, others may not. So when it comes down to it, is this new concept of understanding a tailored solution really new? Nope, not really. But it’s kind of like green beans—how many times did your mom bug you about the importance of eating those? Even though you risked getting scurvy and your hair falling out, you still tried getting your Collie to eat them for you. Today, you realize the importance of a balanced diet, but again, it’s not a new concept. Likewise, some of us in retargeting have been “eating our green beans” for a long time, while others are still feeding the dog under the table.

So we stroll into 2012 with a new concept for some, a steadfast reminder for others. We stand in front of a blank chalkboard and we don’t start drawing until we know what we’re supposed to be drawing. Are we drawing a funnel? A resort? A funnely-resort? Or some shape only Dr. Seuss could get at first glance?

How we structure a retargeting campaign depends on what we’re trying to accomplish and how we want to get there. We have no idea what a campaign will look like until we examine from all angles and gain a crisp understanding of goals. Then, we pick up the chalk and start drawing.

 

The Camera Loves You, Doggy!

by The Girl with the Pink Leash, FetchBack's Culture Diva

We have a soft spot for animals here at FetchBack. But honestly—who can resist those big brown puppy eyes? Needless to say, when we heard about Seth Casteel and his recent work with the Maricopa County Animal Care Center (MCACC), we were pretty excited!

If you haven’t already heard of Seth, rest assured, you’ll definitely be seeing more of him around. Seth’s photography company, Little Friends, not only takes amazing action shots of pets, but is also heavily involved with animal charities. In short, his photography is an imaginative way to capture gorgeous photos that also showcase the personalities of his furry models. Casteel’s own charity, Second Chance Photos, gives animals in shelters an increased chance of being adopted by teaching shelter staff how to create engaging photos of their homeless pets.

Seth donated his time to MCACC by sitting down with the staff and teaching them the ropes on creating effective and beautiful animal photography. The course was a 90-minute workshop that helped shelter employees utilize their creativity and summon their very own photographer within.

We figured that with MCACC’s awesome new skills, they were definitely going to need an awesome camera to match. So in order to help them continue their efforts in creating top-notch pet photography, FetchBack was happy to donate a brand new Canon EOS Rebel T3 so that the shelter can keep the fabulous photos coming! Just take a look at that beauty:

 

Check out the website! For more information on Seth Casteel, visit: http://www.LittleFriendsPhoto.com

To find out more about how you can help the animals at the Maricopa County Animal Care Center, visit: http://www.maricopa.gov/pets/

 

Have a fabulous weekend, FetchBack fam!

Are We Talking About the Same Retargeting?

Retargeting can mean different things to different people. But often, the word “retargeting” is used as an all-encompassing, interchangeable term that doesn’t really speak to the specific goals of the marketer. In all fairness, the concept itself is usually the same— but the specifics, as with anything, can vary depending on who you’re talking to. In other words, retargeting can be systematically broken down into a couple of very specific categories, which aren’t really transposable.

 

Retargeting for Prospects—

There are a variety of ways to retarget consumers who are likely to have interest in your site, but haven’t yet engaged with it. Search retargeting is a perfect instance of this. Search retargeting is meant to be used as a prospecting tool that specifically targets consumers who have searched keywords pertaining to your website. The difference between search retargeting and a PPC campaign, for example, is that the ads that you’re retargeting your consumer with will appear on a variety of websites the consumer naturally travels to while surfing the web, not simply the search engine’s page alone.

Beyond specific keywords entered into search engines, it’s also possible to retarget based on content. Whether it’s content consumed through a social media channel or articles that fit with your particular site category, content retargeting offers the possibility of drawing additional prospects into your pool. Usually, this targets those who consume web content that is similar to what your current customer base has looked at.

 

Retargeting Those Who Have Engaged—

Site retargeting is meant as a way to draw back consumers who have already visited your site and have either A) not converted, or B) are consumers you’d like to stay engaged with. Site retargeting can do everything from increasing the number of conversions you see after cart abandonment to creating an effective brand loyalty tool. Site retargeting can get pretty specific—even as specific as displaying only the products that the consumer looked at on your site, but didn’t actually purchase. And the plus? You know for a fact that who you’re retargeting has interest in your brand. After all, they’ve already looked around your website! As long as you’re making it a point to create a well thought-out campaign that’s taking factors like frequency caps into account, this can be an extremely effective way of staying on your potential customers’ minds. Ultimately, it can help to not only turn them into conversions, but also life-long brand advocates.

 

Ultimately, your end goal is what will determine the type of retargeting that you decide to use. As always, be sure to get with an expert. Leveraging a retargeting company’s years of experience can mean the difference between a blown budget and a substantial ROI.

Retargeting Expert Does Not Equal Interior Decorator

by The Girl with the Pink Leash, FetchBack's culture Diva

I’m pretty sure that in most office settings, you don’t see a giant green frog perched on top of a cubicle wall. And speaking of frogs, what about our metal frog statue….with a crown… wearing Mardi Gras beads?

We have some interesting décor choices in this colorful office of ours. And honestly, it’s proof that some of the most creative, crazy and quirky people you’ll ever meet work here. Describing our office just isn’t the same without a visual. So don’t believe me? Take a look at some of our masterpieces for yourself:

 

So what does all of this office craziness mean? More than anything, that we have a culture that fosters creativity and promotes out-of-the-box thinking. Think about it—any company that feels comfortable really letting you be yourself will more than likely be comfortable with helping you to make your job your own. Or at least that’s true in our case. We love what we do and we love what each individual brings to the table. Even though giving out the occasional “good job” Buddha statue or celebrating our team members’ successes with ninja toys and Sour Patch kids may seem like a slightly less traditional approach to showing our appreciation, we love it. And let’s face it… the one thing you can’t say is that we’re boring.

Now it’s your turn. Show us your desk, cubicle, office… whatever! We want to see your work station creation!  Don’t worry—if it’s sterile and boring, we’ll only make fun of you for a little while.

 

 

Interested in becoming a part of the FetchBack team for the awesome benefits, coworkers and competitive salary? Or maybe it’s the cubicle decorations that entice you. Either way, shoot your resume over to recruiting@fetchback.com and tell us why you could be the next big thing to happen to our company!

I'll Take the 1:1 Approach, Please...

One of the greatest benefits of the internet is that there are endless possibilities for customization. Not only can you make things look the way you want them to, you can tailor your messaging, transparency and processes specifically to add value to what you’re doing. Although this is one major plus of the internet marketing space, it can also be a source of consumer annoyance.

A pretty relevant example of this is retargeting. Clever? Yes. Innovative? Absolutely. Misused? Often. Although it’s great to have a customized advertising solution based specifically on individual user experience, there’s a fine line between crafty and creepy. The bottom line is, if you’re running a retargeting campaign, there are specific things you should be doing with your ads to ensure you’re maximizing what you get out of your campaign.

For starters, there’s the issue of ad relevancy. Your retargeting company should be building ads specifically to engage your target audience. If your aim is to target health food fanatics, for example, it doesn’t make sense to serve an ad to an audience that eats fast food at least 4 times a week. Although this should seem like a given, it’s important to note. Your retargeting company should know your specific goals and exactly which consumers you’re looking to convert, as detailed as possible. That way, you’ll get the most out of your investment.

Another important thing to consider is your ad frequency. Confirm that your retargeting company is setting caps. It’s nice to see ads that are relevant to the things you’re actually interested in, but it’s quite another to be bombarded with them. If your potential clients are getting over-served, there’s a good chance they’ll either begin ignoring you completely or find a way to opt out, both of which result in wasted money. No one wants to feel like they’re being chased. Don’t be that guy or gal!

The whole point of doing both of the things above is to ensure that your clients aren’t becoming blind to your ads.  Your retargeting company should be producing compelling, dynamic ads that are served smartly. Don’t settle for a template ad that was used in your competitor’s campaign. After all, the goal is to brand yourself and set your company apart from the competition, thus increasing conversions. How can you do that when your ad looks almost identical to your competitor’s?

In short, a retargeting campaign will require time and a piece of your marketing budget. As such, you should work with a company that understands the full scope of what you’re trying to accomplish, even beyond the retargeting campaign itself. Ask tons of questions, expect results, and really qualify the companies you’re considering to handle this important part of your marketing campaign. Although it’s definitely an investment, if you choose wisely, your ROI could be extraordinary!

Walking for a Cause...

by The Girl with the Pink Leash, FetchBack's culture Diva

 

So if you’ve read this blog before (or have taken a look at our logo), you know that we love dogs here at FetchBack! And honestly, taking one stroll around the place is all you’ll need for proof. I’ve said it before—we’re not your typical work environment. In fact, it’s just about as opposite as you can get from typical.

Take, for example, the fact that on any given day, there’s the possibility that you’ll walk into our office and cross paths with a couple of happy canines. Not to mention the multiple dog beds, doggy water bowls and pet pictures you’ll see strewn about. Need more proof? How about the fact that every conference room we have in the place is named after a dog breed (team meeting in Labrador, anyone?).

For us, it’s more than just a part of our culture—it’s a mission! That’s why on February 19^th, we’re participating in the People Saving Pets Walk at Tempe Town Lake in none other than sunny Tempe. Not only is the event going to be at a great location, it’s going to be a blast! Our team will walk, run or crawl our way through the 5K in the name of helping homeless animals. If you’re here in Arizona, bring your pup out for a beautiful day by the lake filled with socializing, dog-friendly activities and even better, awesome company! All proceeds will benefit PetSmart Charities® and local animal welfare agencies right here in our own backyard.

If you’re interested in joining the team (there’s a $25 registration fee for anyone who’s 18+), would like more information, or would like to make a donation in support of Team FetchBack, click HERE. Every dollar donated goes towards helping our homeless four-legged friends statewide! So far, our team has raised $500 and we’re halfway to our goal of $1000. Together, we can surpass our goal and help as many animals as possible.

Thanks for your support, FetchBack fam!

 

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