Last updated on June 14th, 2024
They say it takes 7 or more impressions before a potential consumer purchases your product or service. So one view of your video, while great, is not likely to really push the needle. So how do you get your video content in front of potential customers over and over again? Remarketing.
In this episode of Tube Talk, Dane Golden sits in for Jeremy Vest and talks to Gideon Shalwick of Veeroll.com to talk about how remarketing can boost the effectiveness of your videos.
Enjoy, and please share if you find this episode valuable!
Transcript:
Dane Golden:
My name is Dane Golden, from VidActionTV. Today we have Gideon Shalwick, of Veeroll. Hello Gideon.
Gideon Shalwick:
Dane. Always a pleasure to be here. How you doing?
Dane Golden:
It’s good. I love talking to you. You’re really exciting person, always have something good to say. You say it with such enthusiasm and good cheer. Love to have you. Now, you’re based all the way over in Australia, are you not?
Gideon Shalwick:
Yeah. I’m on the sunny coast, the sunshine coast here in Australia. Although, it’s raining today, which is unusual.
Dane Golden:
So, they have video marketing in Australia? I just wanted to be sure.
Gideon Shalwick:
We do have that, among other things. We also have kangaroos, and crocodiles.
Dane Golden:
So … And Koalas.
Gideon Shalwick:
I’m glad you’re calling them Koalas, instead of Koala bears. A lot of people get that wrong. It’s just a Koala, not a Koala bear.
Dane Golden:
Koala. So … What I’d like to ask you about today, Gideon … You have this company Veeroll, which is a video marketing service, but integrated into this conversation, I wanna ask about re-marketing, and re-targeting on YouTube, Facebook video, Instagram video … What do you say?
Gideon Shalwick:
Yeah. It sounds brilliant. I think it’s an exciting field. I mean, the re-targeting, re-marketing thing’s been around for a while, but I haven’t seen too many people talk about using re-targeting, re-marketing with video, in particular. I think it’s just an area that’s wide open to get some amazing results with, so yeah … [crosstalk 00:01:46] If we can talk about that, certainly, sure, [crosstalk 00:01:48] few ideas on that.
Dane Golden:
And we will ask you about that in a second, but before we do that, I wanna ask you about Veeroll specifically. What is it about online video that made you want to start Veeroll? What was the goal? What do you want to solve?
Gideon Shalwick:
Well. Great question. When I became an entrepreneur, about 12 years ago, my first year or so, I didn’t do too much video, but I very soon got into the whole video thing. I started interviewing people on video. I realized, what a big pain in the neck it was to produce these videos, especially the post production. Once you got the video, what do you with those files? How do you edit them properly? The whole process was just so painfully slow … The pain of that never quite went away. Whether it was me doing it, or someone else, who was expensive to do it. You know, I thought one day, “Why don’t we try and solve this thing once and for all.” I remember running a survey to my audience once. We had over a 1000 responses, and asked them, “What’s the number one pain, frustration that you have when it comes to video marketing?”
Almost all of them said, number issue is, the video editing, the video production side of things. It was a massive pain point. So, okay let’s bring a stop to this. I actually launched another company called, Splasheo to help solve that. Actually, there was another company before that, that I … Only it was only about a few weeks old, before we killed it, called Flick Disk. It was gonna be like an [inaudible 00:03:22] version of … But, just for video editing.
It turns out to be too hard for us, so then I launched a company called Splasheo. We started off, just with, you know, automizing, or systemizing the production of smaller video clips, like intro, and outro’s, and segways, and transitions, this sort of stuff. The big plan for that was always to automate the whole process of the video production, but I never could quite get there, cause I didn’t quite have the developing team.
And then, with Veeroll, I met some amazing people in Singapore, [Jaycee 00:03:55] and [Sufee 00:03:56], who had a developing team. We pulled forces together and said, “Hey. Why don’t we do this thing together. Why don’t we tackle this problem together?” They were keen. We started the company together called, Veeroll. We started with video advertising, in particular, to automate the video production, for video advertising to start off with. So, been at it for about three years now. Yeah.
For a great degree, we’ve been able to automate a lot of it, so now you can get a video ad, created very, very quickly, without needing a video camera, or any video production gear, or even any video editing software. You can literally sit in a coffee shop and come up with an idea for a video, and create it using one of our templates, and get it out there, and start driving traffic to your website.
Dane Golden:
So it’s [crosstalk 00:04:43] turn Veeroll. V,e,r,o,l,l. It’s a turnkey video ads for any of those platforms.
Gideon Shalwick:
Yeah. YouTube, Facebook, and Instagram at the moment. Yes.
Dane Golden:
Okay. So, given that background, with re-targeting and re-marketing, you know, maybe not everyone knows what that is. Give me a quick one sentence. What is re-targeting, and re-marketing?
Gideon Shalwick:
Okay, so while, maybe not all of us know the terms perhaps, but we probably all would have seen it. You know, you’d be surfing the web, and maybe you’re looking at a cool, new bicycle or something on a website. Next thing you know, you’re on Facebook, or YouTube and you see an ad from that same company, for that bicycle. And you go, “What’s going on here? Is someone …” This might even look a bit creepy.
Dane Golden:
They’re following me around.
Gideon Shalwick:
They’re following me around. Of it’s not creepy at all. The company who runs that ad. They don’t actually know that it’s you, specifically. What happens, of course, is that, when you visit that companies website … They have this thing called, a cookie on one of their pages, or their whole website. When you get there, they know that someone with … You know, you. They don’t know that it’s you specifically, with your name and details like that, but they know that you came to the website. When you go and visit any of these other bigger platforms, or the networks, like Google, AdWords, or Facebook, or Instagram, the advertiser can then run an ad to you again, knowing that you’ve been to their website. This has been one of the most powerful …What shall we call it? Innovations in advertising.
Dane Golden:
Why?
Gideon Shalwick:
The reason is, because, as an advertiser, you know a certain degree of information about the people that you’re advertising to. One of the trickiest things in advertising that we’ve found, is getting your target audience just right. You screw that up, then basically nothing else works out. If you show your ad to the wrong people, they’re just not gonna be interested. They’re not gonna click. They’re not gonna be engaged. They’re not gonna watch your video, or engage with your advertisement. When you get your target audience just right, your response rate goes through the roof, which also means that you end up overall, paying, not always, but often times you pay less for your advertising. More importantly, your return on investment goes through the roof, because your conversion rates are higher, so …
Dane Golden:
So, you’re saying it’s not just particularly with YouTube, or Facebook. If I get a million views, that’s not necessarily even a good thing.
Gideon Shalwick:
Well, not necessarily. It depends on your business model, I suppose. If your business model is, just to get lots of exposure, and maybe you’re selling advertising, like ad sense on YouTube, then of course it’s okay to just drive up those views as much as you can. But, if you’re using someone like YouTube, or Facebook to build a business, where you actually want to get traffic back to your own website, or make your own office for your own products and services, then it’s a different strategy. A really different business model. And for that, it’s important that you drive highly qualified traffic to your business … Yeah.
Dane Golden:
So, this can be done, not just because I went on Amazon, and I was looking at mountain bikes and now mountain bike ads are following all around, everywhere I go …
Gideon Shalwick:
Right. Right.
Dane Golden:
But this can be done with video as well. Is it the same system? Do I do it differently in some way?
Gideon Shalwick:
It’s essentially the same. I mean, it depends on the platform you’re using. Let’s take an example. Right. So say you’re selling … Give me an example, Dane, of a product or service that someone might be selling in your audience.
Dane Golden:
I’m just gonna make up something. I’m just gonna make up … Coffee mugs.
Gideon Shalwick:
Okay. Coffee mugs.
Dane Golden:
But travel coffee mugs.
Gideon Shalwick:
Okay. Let’s take travel coffee mugs. All right. Let’s say you’ve got a travel coffee mugs website. Through whatever means, you’re getting some decent traffic to your website. Right. Now, what you can do, is you can install a little piece of code from Adwords onto your website. You can also do the same with Facebook right? You can get a piece of code from Facebook, called a pixel, and install it on your website.
What happens then, once you’ve got those bit of code on your website … When someone visits your website, basically some of the details get added to a list, if it’s for Adwords on Adwords, and if it’s on Facebook, on Facebook. Facebook and Adwords, they basically build up these lists [crosstalk 00:09:55].
Dane Golden:
It says, Dane visited our website and looked at the thermos, 16 ounce travel mug.
Gideon Shalwick:
Yeah, so, Adwords and Facebook will know that little bit of information, but they don’t make that information available to the advertiser. Right. The coffee mug, the travel coffee mug owner, doesn’t know that it was Dane specifically, that came to visit the website. They do know that someone came to visit the website. They can see that, it’s a number, because that gets shown in either Facebook, or Adwords. You can see how your list grows. It’s kind of like …
Dane Golden:
But they didn’t want it. They went to the website, and they didn’t want it. Why should I keep talking to them?
Gideon Shalwick:
They didn’t want the cup to start off with?
Dane Golden:
Yes. They left. Why should I keep bugging them?
Gideon Shalwick:
So, there might have been an initial reason why they went there to start off with. Maybe they were interested in the coffee mug, but maybe the price wasn’t quite right, or maybe they weren’t quite ready to purchase just yet. Or maybe, they wanted to look at some comparative products first, before they make a decision. We don’t always know those reasons, right, as business owners.
Now, what you can do with re-marketing or re-targeting is, you can reach out again to those people later on. Maybe the next day, or even on that same day, knowing that they’ve been to your website, you can then run a little ad to them on Facebook, or YouTube, and when they get there, they will see, perhaps an ad of their travel coffee mug, and go, “Oh yeah. I remember just looking at that, just yesterday, or previously earlier today. I’m so glad I got reminded. I was going to purchase, but I forgot. Yes. I wanna go ahead.”
It acts like a reminder for people. Maybe they come to your website, and they’re just not quite ready yet, for whatever reason, or they get distracted. You can use re-marketing, or re-targeting to, kind of remind them. Say, “Hey. You looked at this cup. You didn’t buy it, or whatever. Did you know that, if you buy two, you can get two for the price of one, or if you buy three, you can get a fourth one, extra.”
Dane Golden:
And …
Gideon Shalwick:
Yeah.
Dane Golden:
There’s something … Isn’t there sort of a marketing maxim that people really need to be reminded 7 times, or get …
Gideon Shalwick:
Yeah.
Dane Golden:
See a message, from some sort of company, whether it’s an email …
Gideon Shalwick:
Yeah.
Dane Golden:
A visit to a physical store, a video …
Gideon Shalwick:
Yeah.
Dane Golden:
Something … On average about seven times, before they will actually buy.
Gideon Shalwick:
Certainly. On average, I think that’s quite likely an accurate number. I remember seeing that. That number’s been around for a long time. Of course that number can be reduced a lot by doing better targeting, when you run your campaigns, and also by having a better conversion process. There’s a lot of things that come into it, but let’s just say on average, it takes people seven times before they actually make their decision. With re-targeting, and re-marketing, you can use that to your advantage, to basically get them closer to purchasing.
A way to visualize it, or to think about it is … It’s kind of like … Imagine a restaurant … Well, put it this way, most websites with a relatively good conversion, is converted about one to two percent, like on a sale page [crosstalk 00:13:35] where people can buy something. One to two percent. That seems to be the average. Some companies convert much better. Some much less. Let’s just take those and average. Basically, out of every 100 people that come to those websites, there’s only two of them that purchase. So, there’s 98 of them that actually leave.
Dane Golden:
Yeah. One out of 50.
Gideon Shalwick:
Yeah. Two percent is one out of 50. I’m gonna go with 100, cause it sounds better.
Dane Golden:
Okay.
Gideon Shalwick:
Because the analogy extends now.
Dane Golden:
Okay good.
Gideon Shalwick:
So, imagine now, you have a restaurant, and there’s 100 people that come in. They sit down, and they look at the menu, and you know they’re interested, cause they’ve come to your restaurant. And then, for whatever reason, 98 of them get up and leave, and only two of them stay and have a meal.
Dane Golden:
That would be terrible.
Gideon Shalwick:
As a restaurant owner, you would become totally depressed probably and then …
Dane Golden:
You’d be out of business. Yeah.
Gideon Shalwick:
Or get a heart attack or something. You know, just be shocking to see that sort of thing happening, every day. And yet, when we look at our websites, that’s what seems to be happening every single day. You know, 100 people come, and out of every 100 people, you know, one or two people, only one or two people actually purchase.
With re-targeting, what you can do is, you can say, “Hey. For all those 98 people who came, and who didn’t buy, or who didn’t engage, who didn’t sign up, say to the newsletter, or whatever, you can re-engage them, and say, “Hey. Come and have that meal. Come back. I know that you’re interested. You wouldn’t have come to my website to start off with, if you weren’t interested.” You know for a fact, they were kind of warm to start off with. Because of that, you can re-invite them back, and then because of that, because they’re warm, your success rate for getting them to engage again is so much higher.
Dane Golden:
How customized should my message be? Should I say, come out with a video that say, “Hey. I know you were looking at my site, and I know [crosstalk 00:15:45] you were looking at coffee cups. Why don’t you get it?” Is that prove not to be … I don’t see a lot of people doing that. It can’t be that successful. Maybe that is sort of, over the line, even though you could do that.
Gideon Shalwick:
Yeah. You [crosstalk 00:16:02] certainly could do that. I think that’s the thing. You’ve gotta be respectful, mostly of people’s perceptions of where things are at. Imagine, if you didn’t know what this re-marketing thing was, and all of a sudden, you get a message saying, “Oh. I know that you’ve been to my website. I know you looked at this particular product.”
You know, I think, given people’s … Where people are at this stage, with security and you know, cyber security, and privacy, and all these things … People probably freak out a little bit. They see …
Dane Golden:
You can use the tools to get the right person, but you don’t have to say, “I know where you were this summer.”
Gideon Shalwick:
Yeah. You don’t have to creepy about it. No.
Dane Golden:
What was this old movie? I know what you did last summer, I think.
Gideon Shalwick:
Right. Right.
Dane Golden:
How much more effective is this, than just targeting people by, even by mailing list, or by, you know, just demographics, or region. How much more effective is this to do a video ad, that targets a specific person that’s visited your channel, or website before. How much more effective is it? A lot more? A little … Does it depend?
Gideon Shalwick:
There’s probably a few things that it depends on, but what re-targeting has, most definitely that, I’m pretty sure none of the other target options have, is there’s a couple of things. One is, you start off knowing that there’s at least an initial level of interest from that person, right? Or the people on that list. You know they’ve been to your website, or even to a specific page on your website. You know that as an advertiser, right? The other thing, that’s really important, is recency. You know when they came to your website. And so, you know, if you compare it to say, something like, an email database that you might have. Sure, you might know when they signed up to that email database, but I’m not sure if the advertising platforms are sophisticated enough for you to, sort of take advantage of that. Whereas, with …
Dane Golden:
I wanted to add to that, and …
Gideon Shalwick:
Yeah.
Dane Golden:
And furthermore, you can … Just because it’s re-marketing, re-targeting, you can further drill down and say I know that people over 65 came to the website, but I actually only want people under 34.
Gideon Shalwick:
Correct. You can actually segment it even more. If you’ve got, say a 1000 people on your re-marketing list, you can say, “All right. Out of these 1000 people, I only want to show my ad to people between the age of 20 and 40, say and maybe you only want to show to females. You know, you have further control there as well. And so, it becomes … You know, the further more segment it obviously, the smaller the audience becomes, but the more targeted it becomes as well. And, what I’ve learned in advertising, certainly over the last three years is that, the better your targeting is, and the better you can match your messaging with that target audience, the higher your response rates going to be. You know, if you think about it … If you’re paying for ads, then you wanna make sure that you’ve got a good investment there. You wanna make sure that every dollar you put in, sends at least a dollar or more back, so that you get a positive return on investment.
Dane Golden:
There’s also … You also don’t want to send it to the person, like 100 times. You don’t want to [crosstalk 00:19:45] re-market to them too many times.
Gideon Shalwick:
Correct. That’s right. You can control that as well, to say, for example, only show to people for a week, or for a day, or for whatever else. There’s different control, depending on which platform you’re using. You can say, how often, or how long you show those ads to people as well. That’s the thing. You wanna make sure … First of all, you don’t come across creepy, but also you also don’t want to be a pain in the neck either, cause that can also damage your brand, no doubt.
Dane Golden:
So, I think that this is valuable tool for almost anyone, the re-marketing, and re-targeting on YouTube, Facebook, and Instagram video. Everything’s a video platform these days.
Gideon Shalwick:
Absolutely. Yeah.
Dane Golden:
Where can people find out more about what you’re doing, Gideon?
Gideon Shalwick:
Well, if people are interested in the video side of things, certainly, the video ad side of things, and automating that. What we’ve done with Veeroll, we’ve got a bunch of templates that are highly suited for this re-marketing, and re-targeting thing. They’re nice and short. They’re to the point, and they call people to an action. That’s all you want to do with re-targeting, re-marketing.
It’s not about creating a lot of content, and warming people up. You already know that people on that list, they already have a certain degree of warmness. And so, all you really want to do, is just remind them and send them back to your website. Our templates, inside Veeroll, are really well suited for that.
If you’re interested in that, we have a demo video at the moment, that shows how we do that. We actually have a … If you log into that, there’s a special offer there at the moment, that you can get unlimited credits. I’m not sure how long that’s gonna be available for, cause we do chop and change it every now and then. At the moment, you can get unlimited video credits, if you go to veeroll.com. Normally it’s only 10 video credits per month. For the time being, it’s unlimited, and yeah Veeroll, v,e,e,r,o,l,l dot com.
Dane Golden:
That’s right. He’s from Australia, but it works in America, so …
Gideon Shalwick:
About 80% of our audience in America, so that might be comforting to know.
Dane Golden:
So, v,e,e,r,o,l,l, dot com. Gideon Shalwick. Thank you so much. My names Dane Golden. You can find me at vidaction.tv, or @Danegolden everywhere. Make sure you also check out Jeremy Vest, of Vidpow. It’s vidpow.com, or @vidpowbam on Twitter. Until next week, keep talking tube.