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The Whiteboard

our thoughts on marketing

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Optimize Your Google My Business For Local SEO

Gaining local visibility is an essential first step for any local business. Google My Business is one of the best tools for local businesses, but a surprising amount of people don’t fully utilize this tool. Whether it is an incomplete profile or an unclaimed profile altogether, business after business fails to use Google My Business to its full potential. GMB is a free and easy to use tool that populates important information about your business to your profile. The listing will include things such as the name of your business, the type of your business, the address, hours of operation and quite a bit more. This information is critical to your business! There are a few things to keep in mind while filling out your business profile.

Setting Up Your Google My Business Profile for Success

The first step to using GMB is setting up your profile and claiming your business. Make sure all of the business information, such as business name, address, hours of operation and website, on the profile is correct and up to date. Make sure to select your business categories to best describe your product or services. You can choose up to 10 different categories from a multitude of options. So you’ve got the basics of your profile down, what’s next?

Upload Tasteful Images of Your Business

People want to see what your business looks like. Would you rather visit a business that doesn’t show you pictures of their establishment, or a business with real pictures of their storefront or products? The answer is most likely the latter. Google explains the importance of these images on business profiles with this quote:

“Businesses with photos receive 42% more requests for driving directions to their location from users on Google, and 35% more clicks through to their website than businesses that don’t have photos.”

Quite simply put, people want to go places that include pictures, preferably favorable pictures of the business!  Including pictures that showcase your products is also another great idea, making it easier for that potential customer to mash that website link in your profile.

Manage Your GMB Reviews

Managing your business reviews is a big thing. People can filter results by reviews. Ensuring you provide top quality services isn’t the only thing you need to worry about, as your online reputation factors in as well. There are a few ways to go about earning positive reviews.

  • Engage your customers. If you’ve had a positive interaction with a customer, encourage them to write a review about their experience with your business.
  • Engage the reviewers. Respond to each and every review of your business, both positive and negative reviews. This shows you are passionate about your business, and if a customer felt wronged, it shows you are willing to make it right with them.
  • Encourage feedback. Include a contact email link in your business profile to facilitate both positive and negative feedback from your customers.

Create Google Posts

Another helpful tip for mastering Google My Business is utilizing Google Posts to create posts that highlight special events, updates or special product offerings. These posts will show up on your listing or Google map search and can provide additional information to encourage people to do business with you. If you have something particularly exciting to share in video form, you can also use a post to showcase it.


These are just a handful of helpful tips for utilizing Google My Business to its full potential. GMB is an important tool in local search, as it provides the essential information you need to put out there for your customers. Now get out there and claim your listing!

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Unleashing a Successful Link Building Campaign

Unleashing a Successful Link Building Campaign

The importance of building quality links to your content has been known for some time now. One of the single most important ranking factors for your site is the war chest of quality links you have amassed.  A successful link building campaign can be challenging depending on your industry, but it is very doable and essential to your site. This post will go over the basics on how to carry out an awesome link building campaign.

Basics: What is link building?

Link building is the process of acquiring quality links to your website in hopes of increasing your search engine ranking. Another added benefit of link building is getting the word out about your business or service you provide.  Take note of the emphasis placed on the word quality in the above statement. All links are not created equal. Links to authoritative sites with relevant content are miles ahead of lesser site links, and toxic links can actually hurt your rankings.  Link building is a very time consuming process that requires patience and a lot of effort.

The first order of business you need for a link building campaign is content that is worthy of a link. This could include blog posts, case studies, info graphics, products or other information resources relevant to your target site. Another good way to acquire a link is to do a guest post on a site relevant to your industry. Writing guest posts on high profile, high traffic sites is a surefire way of increasing visibility to your site and your own content and granting you a coveted high quality link.

So How Do You Find A Link Opportunity?

Research. Yes, it’s that simple. The first part of designing your link building strategy is to have an idea of who would actually want to read or view your content. When you can answer the question of who wants to consume your content, you can narrow down the target sites for your links. While keeping the target audience in mind, think of sites that are most likely to respond to you and accept your link outreach. Nothing is more frustrating than spending hours upon hours of researching link opportunities and tailoring your content for the site only to have them ignore and not even respond to you.

Make Contact!

So you’ve compiled a list of sites to reach out to for links. You have this amazing content to present or an idea for a guest post to suggest – What now? Now begins the outreach phase. Something to keep in mind is you’re going to be reaching out to actual people.  It is best to tailor your pitches based on who the person is or what their site is. The use of templates here can spell disaster. Create a great subject line, reference their work in the body of the email and finish off with an email signature. You don’t want to be thought of as a spammer, so make sure you get it right! Craft your emails to highlight the value of the content you have to offer and keep the conversation going. You need to show them why they should allow you to be linked on their site.

The final part of the link building campaign is the follow up. If you don’t receive a response from someone, that may just mean they are busy. Don’t be shy – send them a follow up email. This also shows that you’re a real person and not a spammer utilizing automation software to reach out. The final note is to respond to every email response, regardless of whether or not it is a positive response.

There you have it, just a rough idea on how to build a successful link building campaign. Now get out there and start building those links!

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Agency vs In-house Digital Marketing

The PPC Question

Do we hire a new employee for our PPC management, or do we hire an agency? That is the question that many business owners have asked themselves. This is a tough question which requires careful consideration – So let’s get into it.

In-house PPC management

An obvious benefit to handling your PPC in house is your PPC manager knows your business. They know what you do and they know how you do it. For this reason alone, many companies see the merit in keeping their PPC management in house, but let’s look at another reason. Handling it in house means your company employs your PPC manager. That person has a personal stake in the sense that they want to live in a state of continued employment with your company, so the loyalty factor may boost actual quality of work.

Now let’s take a look at some of the drawbacks of handling PPC in house.  The most obvious concern is having another employee or multiple employees, which tends to cost a lot more than hiring an outside agency to handle it.  More often than not, these employees lack the depth of knowledge and experience required to meet the expectations of your business needs. When these employees don’t have anyone around with actual experience, it’s tough for them to learn and become PPC professionals.  Another drawback is the workload of the individual employee handling your PPC. Depending on the size of the account, this task alone can be monumental. Add in the fact that many PPC managers don’t just manage PPC accounts but also pull double duty handing all facets of your digital marketing. This can lead to the quality of work suffering, and as a result possibly costing you money.

Agency PPC Management

So, we’ve seen the benefits and the drawbacks into handling PPC in house, but now let’s take a look at how an agency differs.  The glaring pro for an agency is quite simply they know what they’re doing… most of them anyways. They are the experts on the ins and outs of PPC management. They know how to build accounts and they know how to prioritize and manage. They work with a variety of companies in most cases and have experience with learning what works best and what doesn’t work at all.  Another benefit ties in with a con of in house PPC management; costs. Hiring an outside agency will be more cost effective and if performance is found to be lacking, agencies are more easily terminated than an employee in most cases.  Another advantage for agencies is resources and relationships. They have the relationship with certain platforms. This is a huge asset for a business.

Now that we’ve seen the advantages of hiring an agency, let’s look at some of the disadvantages. One major concern of hiring an agency is competence. Agencies are a dime a dozen nowadays with the market saturated in low to mid quality shops. What happens if you pick the chop shop that came in with the lowest bid, but now you’ve realized why they were so low? Hiring a terrible agency can spell trouble for your business. PPC management in itself has way too many moving parts to leave up to chance in hopes of getting a top quality agency. The wrong agency can wreak absolute havoc on a finely tuned PPC account. On top of the burden of finding the right agency, there’s also a barrier in communication. Typically, the turnover on questions and concerns about an account can take a day or sometimes days. This is definitely a reason why having an in house person can be beneficial, easing the communication dilemma.

What Is The Solution?

We’ve seen that both in-house and agency has advantages and disadvantages, but what is the solution? Taking a step back, let’s think about a mix of the two. The best solution for your business may just be hiring someone in-house, while also employing the services of a knowledgeable PPC agency. This balanced approach negates a few glaring disadvantages of either one or the other while bringing in all of the advantages.

  • You have an employee with a sense of loyalty because they work for your business. They may not have the most knowledge of PPC, but working hand in hand with the agency will fix that.
  • Communication will be quicker. Having the employee right there in your office ensures you’re going to get an answer to the question you have or access to data that you need at that moment.
  • Your business is understood. Your PPC manager knows your business because they are part of the business. They now have access to the agency resources that they might not otherwise have access to

The solution is simple: Mix it up. It works.

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How to Make Your Content Rock

We’ve all heard about the importance of content and how success is contingent upon something that people actually want to link to, but just how does one come up with an idea?

Well, victory lies in preparation – and this preparation involves brainstorming a variety of content concepts. In this article, I’ll go into some tactices that go into successfully brainstorming a concept and form it into meaningful content your readers will find informative to support your content strategy.

A Storied History

Coming up with a series of ideas that can be developed and dissected further to engage and connect with your audience is the main goal here, but how can this be achieved? The answer is the idea of storytelling. Start your brainstorming off by coming up with stories and a general direction of where you want to go with your content idea and start putting out the meaningful content your audience will enjoy.


This concept seems like a no-brainer, but it is a really important concept that some don’t engage in. Take a look at what your competitors have as content – assets of value – anything substantive. Do the research and find out if your competitors are outperforming you based on the content they put out.

Ideas in Other Industries

A great way of coming up with content ideas is paying attention to what’s going on in other industries. Sure, knowing what’s going on in your industry is important, but taking a break and looking at what is working in other industries is a great way to take in fresh ideas that you can adapt for your own content. Get a feel for what makes that piece of content successful. After you’ve identified what makes it solid content, compare it to what you would normally write out and see if those elements are present in your piece.

A Thorough Record

Keeping track of your ideas is a metric-driven approach to analyzing what works and what doesn’t. Each time an idea for content pops in your head, writing it down can make a huge difference – and I mean huge! Understand that there isn’t a such thing as a bad idea, just bad timing. What I mean by that is an idea for content might not work at the time you come up with it, but it might be a solid idea for the future. Keep track of your ideas on a spreadsheet so you can easily go back and pick up where you left off.

Utilize Online Tools

There are a plethora of online tools out there to help you do your research on what topics are being consumed and shared across social media, giving you a better gauge to what might make your audience respond better. One of these tools is BuzzSumo. This tool allows you to search for content out there relevant to an idea topic or keywords and serves you the results based on how it’s viewed and how popular on social media it is.

The Audience Matters

The key to content is what matters to the audience. Basing your ideas for content isn’t just about all that keyword research you did. Take the time to understand what your audience wants to read about

  • Industry News Topics
  • What’s making the rounds on social media
  • What is going around the journalism circle

Successful content is successful because it connects to the readers and evokes some sort of emotional investment into the piece. Spend time researching your target audience – read what they are reading. Look for recurring topics and themes. Write your content with that in mind.


When coming up with ideas for content goes stale, these are a few tips that might enable you to produce the fresh content your audience will respond well to. Using new techniques and trying a new approach to content is never a bad idea, so get out there and get to writing meaningful content!

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Display Ads are Here to Stay

Display marketing offers several distinct benefits to any business, especially affiliates and merchants. Let’s look at some of the added perks:

Increase your conversion rates

ROI is everything when it comes to affiliate or merchant marketing and every customer counts. Display marketing is a great way to increase brand awareness, while also increasing traffic to your site. When paired with other optimization methods, you can increase your conversions, by specifically targeting audience members who are interested in your company.

Make your marketing strategy diverse

Customers make contact with brands in a number of different ways. The use of display advertising allows you to reach customers that may not have come in contact with your brand. This allows you to be ahead of other competitors, as you are able to put your products and services in front of more individuals.


Advertising can be one of the costliest endeavors. However, you are able to reduce cost without forgoing the benefits, when you use display advertising, as opposed to PPC alone. You are able to make adjustments to your display advertising when needed, allowing you to be in control of the spending your business generates.


There are a variety of different display advertising techniques you can use to reach your audience members, remarketing being one of them. Remarketing means targeting consumers who have already visited your website and have demonstrated an interest in your company. Through remarketing display ads, you are able to increase brand awareness and convert those browsers into buyers.

Establish your brand

Familiarity doesn’t necessarily mean favoritism, but familiarity does establish your brand as an authoritative and reliable resource in your industry. The more you utilize display advertising, the more exposure consumers will receive, which will allow them to identify your web presence as being well-known.

Keep track of performance

As is the case with any form of advertising for your business, it’s important to track performance to determine whether you should change your strategy, invest more money, or stop the advertisements altogether. Display marketing makes it easy to track the number of clicks per ad to determine whether customers are converting or are just clicking. This will help you to make improvements in your strategies for future success.

 Target your audience

Many consumers feel as if the advertisements they receive are random, but they’re not. You can target consumers based on prior websites they have visited, as well as the keywords they’ve searched for. Often, this contributes to the high conversion rates for display marketing. This technique creates a sense of security, knowing that the investments will generate sales through targeted traffic. Companies tend to struggle when it comes to determining how to reach customers who are interested in purchasing products from their site. When used correctly, display marketing can be a great low cost, high return method for your business. This technique can best be utilized in your marketing to decrease spending in other areas and enjoy the results display marketing has to offer.

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Digital Marketing is the Future

In today’s society the world is rapidly becoming digital. Individuals are constantly on their electronic devices everyday consuming content. Companies are starting to take advantage of this trend and are going digital. Nowadays marketing departments are adapting to such changes and are hiring more digital marketing professionals to help drive traffic.

What exactly is Digital Marketing?

It is the promotion of products or brands through one or more forms of electronic media. Digital marketing is growing extremely and is a vital component of the future. The new methods are faster, adaptable and more useful than old traditional methods. Here are some common types of digital marketing:

  • SEO content
  • Blogs
  • Online Advertising
  • Viral Marketing
  • Online video content
  • PPC (pay-per-click) advertising
  • Email marketing
  • Social Media
  • Mobile marketing (SMS, MMS, etc)

If your company hasn’t already made the transition to the digital marketing world, then maybe these added benefits will persuade you.

More Cost Effective

It is more cost-effective than traditional marketing. New media can provide you with a cheaper alternative and more effective advertising channel.

Connect with your customers

Using digital content allows you to connect with consumers much more effectively than billboards, direct mail or PR campaigns. Your online presence is a crucial part of your success, so make sure you are connecting and engaging with your consumers on a daily basis.

Focus to the mobile consumer

Technology has evolved so much. 91% of adults in the US alone always have their mobile devices within reaching distance and regularly use them to browse the Internet. The largest group of consumers is using their mobile devices daily, so in order to take advantage of this make sure your marketing targets such devices correctly.

Increased Conversions

If your business has online presence where viewers can buy or sell of your website, you can easily measure your success by incoming traffic that gets converted into subscribers or sales, which allows you to calculate and improve your conversions rates.

Engage over social media

If you want your company to grow, you can gain new clients by using various social media channels. Make sure to target your customers based on their interests, ages and country. This allows for better interaction and engagement.

Get More Likes

Social media plays a huge part in the success of their digital marketing campaign. The more “Facebook likes” or “tweets” you get, the more your company can grow and build trust and credibility with your customers. It can also drive traffic to your website if you use these channels to inform your followers about new products, blog posts and company news, etc.

Earn People’s Trust

Digital marketing grows from social proof, social media signals and real testimonials from previous clients. Most clients would trust a service or a product when people they know give positive feedback or information about a particular brand. So getting good reviews and recommendations on social media can inevitably help your business.

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The Perks of CRO

Attracting new users is the main reason why businesses set up websites in the first place. By gathering users information you are on the right track of making them customers. Now this goal can be achieved by many different methods including: SEO, PPC, social media and blogging engagement. All of these techniques can help drive traffic to your website, but in order to ensure your marketing efforts are working, you need to look at your conversion rate. If you are able to bring in a large amount of visitors but aren’t getting any conversions, then this can pose a huge issue.

Conversion rate optimization plays a huge role in the success of your business. CRO helps to maximize incoming traffic to your site, by converting them to email subscribers, which in turn helps your email marketing campaigns. There is no doubt that CRO is a great tool to boost conversions, but let’s take a further look into the many benefits CRO has to offer:

CRO contributes to paid advertisements

Paid advertising is a great way to compliment SEO strategies. Paid advertising not only increases the exposure of your brand and brings in more visitors, but also allows you to test out certain keywords. Now it’s known that paid advertising can be on the more expensive end, but here is where CRO comes into effect. Paid advertising works in the way that you are paying for every visitor who visits your website. If the visitor didn’t end up converting you just lost money. However, improving your conversion rate allows you to get the most out of your paid advertising campaigns and gain those conversions.

CRO brings in customers

It may seem pretty obvious, but if you are able to improve your marketing strategies you will see an increase in customers. By increasing your conversion rate, you have the potential to acquire increased profits. This is able to be done because you have already paid to get the visitors to your website in the first place, so any additional conversions go right to your bottom line.

Another added bonus of CRO is that is helps to lower your customer acquisition cost. The overall CAC depends on how much you spend on average for each new customer acquired. So this means that if you increase your websites conversion rate, your CAC will decrease.

CRO plays a role in driving customers away from potential competitors. The more visitors you convert, the more you are taking away from other competition. By increasing profits, due to increased conversion rates, you are able to allocate your funds into the marketing budget. This allows you to focus more on getting your company’s name out there and continuing the process of gaining conversions.

Now that we have discussed some of the benefits with CRO, let’s discuss statistics to reiterate its importance.

  • Only about 22% of businesses are pleased with their conversion rates. – Econsultancy
  • 57% of B2B marketers say conversion rate is the most useful metric for analyzing landing page performance- Ascend2
  • Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions MarketingSherpa


The overall importance of CRO is that it helps with getting things started. Once you have learned the proper way to convert your customer’s, you are headed in the right direction of success. CRO helps with gaining customers in a shorter period of time and helping with other marketing campaigns. Essentially, it functions as the foundation where all other efforts reside.

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Social Media Bringing in Traffic

Social media can either be your best friend or worst enemy. When running a business that has online social presence the main goal is being seen and furthering success. However, with that comes the possibility of people raving about your services or complaining. It’s important to realize that social media plays into driving traffic to your website. Taking advantage of its wide range of audience is a great way to acquire new customers. Specifically if your company runs a blog, social media allows your posts to be seen. The lovely world of the Internet has given people the power to retweet and share posts, which has the potential to reach an enormous audience. Now there seems to be people who are skeptical to the effectiveness of social media driving traffic. However, the amount of traffic you actually gain from social media depends largely on how you structure your social media posts and whom you generally target. To fully understand how to get the most out of social media here are some things to keep in mind when wanting to drive traffic and conversions.

Hashtags for the win

This helpful tool allows you to expand the reach of your posts beyond the followers you already have and reach new audiences. Hashtags also help with conversations and discussions to be sparked. Studies have been conducted with the use of hashtags on popular social media platforms such as Twitter and Facebook. Results concluded the following:


  • Tweets that include hashtags showed 2x more engagement. *
  • There is 21% more engagement with Tweets that include 1 to 2 hashtags. *
  • On average almost 40% of Tweets with hashtags get retweeted. *


  • Initially, hashtags on Facebook were not that effective, but gradually has become more effective over the years. *
  • Including 1-2 hashtags per post can acquire on average 593 interactions. *

Visuals help engagement

Social media is inevitably designed for visual content. Therefore, it shouldn’t be a surprise knowing how much more engagement is received with the use of images, as opposed to plain text. Pictures help to illustrate details, points and draw attention to certain things. When including graphics such as charts and histograms, this helps to illustrate various points. Including images has many purposes:

  • Add life to story
  • Break up large amount of text
  • Give visual representation of idea

Studies have found that on average including images on Facebook posts attract 395 more interactions among users, which include comments, shares and likes. On LinkedIn, posts with images get about 98% more comments. * *Overall, the use of images has positive factors when contributing to gaining engagement.

Share your blog posts

Simply sharing your blog post can drive quite a bit of traffic to your blog posts from your social media handles. Including sharing buttons on your website can substantially drive large amounts of traffic. Social sharing buttons provide the convenience to your viewer without seeming too pushy and encourages them to share your posts.

Consistency is key

When using social media, you need to be consistent. Engagement is imperative. Keep your audience intrigued and informed about the success of your business. Using Sprout Social, a social media management tool, helps to coordinate all of your social media accounts and allows you to schedule posts. Being active online gives your viewers a more interpersonal connection with your company. Delegating social media posts needs to be thought out. You need someone that is social-savvy and knows all the ins and outs of your business. Consistency and reliability is everything.

The overall goal of your social media activity must be gaged towards gaining and retaining customers. Be strategic with your posts. Don’t go idle on social media and make sure all communication via handles isn’t casual. Just because the messages are communicated informally doesn’t mean you can let your professional guard down. Keep track of your social media interactions. See what’s working and fix what isn’t. Experimentation is a vital component when dealing with social media marketing.

*Source of statistics: Click here

**Source of statistic: Click here

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Finding What Works Best: PPC vs. SEO

When it comes to digital marketing there are many techniques that can be used. Figuring out which service to use may seem challenging because you want the one that will drive more traffic to your website. Specifically, lets talk about PPC and SEO. These services are two of the most powerful traffic drivers. Although each has the same end goal, their concepts involve different techniques. Let’s discuss when it’s best to use PPC and SEO.

When to use SEO

SEO services are typically used to help websites land on the first page of search engines. This is vital for online businesses. Studies have found that being seen on search engines can generate 80% of traffic. Now what’s the best time to use SEO services? Here’s a list of circumstances where SEO would be recommended:

  • Consistency desired
  • Established website
  • Increased value

Consistency desired

SEO has a long gestation period. Being in the top search results won’t happen overnight. Getting to the top of the SERPs will take time. Patience is a virtue and once your website gets there via SEO, you will notice increased traffic. Once you have reached your desired ranking, you can maintain your placement by constantly improving your results and keeping up with the latest trends.

Establishing a credible website and increasing value

Creating an established and credible website is a huge factor for any business wanting to become successful. Online presence is your best friend. This in turn contributes to your overall value. Some key factors that help increase value include: amount of traffic generated, page rank, search engine rankings and popularity. Without gaining the trust of your potential customers all of your efforts will have been for nothing. SEO is so powerful when it comes to gaining attention and validating your credibility. An essential component to credibility is link building. Having more links on your site boosts the reputation. However, make sure that the links are natural rather than forced. Top search engines like Google factor that in when ranking your website. Creating an authority website is often desired. This is essentially the “go to” website for when users are online looking for certain information. The best way to create an authority website is by generating traffic to your pages, which in turns builds up your reputation and credibility. Now the only way to effectively accomplish this is by implementing strategic SEO planning.

When to use PPC

PPC marketing is a type of advertising that deals with search engine results pages. Essentially, you have to bid to have your ads appear in the sponsored results when someone searches for something using your keywords. Here are some circumstances where PPC would be more beneficial then SEO:

  • Immediate results desired
  • Specific target audience
  • Making your keywords seen

Immediate results desired

One big advantage of using PPC is that results are fast. Once your campaign is approved you are guaranteed to reach a wide bandwidth of viewers. This is huge for companies. Although, the placement of your ad is based upon the amount of bids you have, you are still visible online, which will help drive traffic. PPC services work best especially for product launches, seasonal promotions and CPA marketing.

Specific target audience

PPC allows you to gage and narrow your audience. This is beneficial when reaching certain demographics. Social media is a great PPC platform that allows you to target specific sectors such as age, gender, and education level. Understanding your audience is a vital component for success. If you are able to identify and properly reach your audience than you will see increased traffic.

Making your keywords seen

The use of PPC allows your results to be displayed above organic search results. This prime positioning of your ads allows them to be seen. Studies have found that 50% of search traffic comes from the top 3 sponsored links. With that being said if you are absent from PPC, you are allowing your competitors to take advantage of potential placement.

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Remarketing Pro’s and Cons

Remarketing is a wonderful tool that allows marketers and businesses to display their ads to visitors that have viewed their website previously. This is done by placing a cookie on the visitor which allows businesses to display their ads on other websites they visit. Remarketing is a great way to increase conversions and is highly recommended.  However, with anything in life there are always pros and cons.

There are many bonuses when using remarketing. It allows the audience to remember your company even if they didn’t fully convert initially. Now we all know that there can be annoyance with this technique, but here are some ways that contribute to the positive factors:


  • Finding the right audience
  • Exposure of your brand
  • Increased Conversions

Find the right audience

One of the first steps in remarketing is defining your specific audience(s) you want to target. When defining an audience, create a new marketing list in Google AdWords. From here Google will take care of the cookie settings, all you have to do is specify which website visitors to include or exclude from your desired audience. In remarketing there is an audience membership duration. This is the number of days that you follow a user around with your ads. You are able to test and revise this number to see what works best for your audience.

Exposing your brand

When a potential customer or client is exposed to your brand multiple times, they become more familiar with your product. Inevitably, this increases the chances of them buying from you when they are finally ready to make their purchase. Remarketing also helps ensure remembrance of your company. Even if they don’t make a purchase right then and there, they will keep your image in the back of their mind for future references when looking at similar products or services. Brand awareness is a vital component when it comes to the success of your business.

Increasing conversions

This is one of the most important benefits. The main goal with online advertising is to turn those visitors into converters. The best way to increase conversions is having someone that has education about your product or service. Remarketing is a great way to boost your brand image and increase your conversion rate.

Let’s continue the list of pros. Remarketing gives you a second chance. It allows you to reach out to the users that couldn’t fully commit previously. Studies have found that retargeted customers are 3 times more likely to click on your ad than people who have not been exposed with your business prior. Not everyone is a fan of remarketing techniques, although studies show that about 59% of people have a neutral reaction when interacting with such advertisements.

In order to ensure that you are taking full advantage of remarketing, here are some helpful tips that can contribute to success. The first thing you should do is put a frequency cap on your remarketing campaign. This will make sure that your audience isn’t constantly seeing your ad. A good gage limit would be about 15-20 ads per month.  Another helpful technique is burning. This means that once people convert from your remarketing ads, that they are removed from the campaign. Doing this is a simple fix that will show your user that you just aren’t bombarding everyone to make a purchase on their site.

Now let’s move onto the cons of remarketing. Yes, we all know that constantly seeing the same ad can drive people crazy and even sometimes actually drive the potential customer away. With that being said it is crucial to know how to remarket the right way. Here are some common cons that can be corrected.

When dealing with frequency capping a common downfall can be that either the customer may become annoyed by the ad, or not see it at all. Setting the cap too high or too low can impact the overall experience of the remarketed advertisement. A simple resolution to the problem is being strategic. Take into account how many times your customer actually needs to be exposed to your ad before making a purchase.

Another con in relation to remarketing is creativity. Nothing is worse than constantly seeing the same ad every time you are on your computer. It can seem artificial and boring. To make sure that your creativity isn’t lacking try rotating the ads shown to your users. Banner ads are a huge contributor when it comes to determining success. Make sure that your ads are up to date and have a fresh aesthetic to continue the engagement.