The ‘Kid In A Candy Store’ Remarketing Technique [Updated For 2021]
So what even is the ‘Kid In A Candy Store’ Remarketing Technique?
I know it’s a mouthful, but here’s the concept:
Whenever your face shows up online – users feel giddy, like kids in a candy store – and they feel like they’ve uncovered secret goldmine of opportunity.
What Other Marketers Get Wrong
To make this point clear, let’s start by looking at what other marketers get wrong with their marketing (or more specifically, their remarketing). Here’s an example:
I don’t want to name any names, but I’m sure you’ve seen ads from some marketing ‘gurus’ that just seem to follow you incessantly around the internet.
No matter what website you’re on, or Facebook feed you’re scrolling, or what YouTube video you’re watching, there’s their smiling face again.
But, everytime you see their ad, it’s always the same story: “hey! Sign up for my webinar! Join my class! Buy my product!”.
And it’s the same thing over and over and over again: “Hey! Buy from meeeeeee!”.
But what happens?
We ignore it.
We tune it out.
We get tired of seeing the same message over again.
Sure their campaign was successful from the point of view that we recognize their face and their business, but it failed from the point of view of us taking action, or even (and more importantly), liking them.
And therein lies the problem: we don’t have a relationship.
They just keep hammering us to buy their product, and we just keep saying no. Doesn’t sound like a very strong and trusting relationship does it?
Google Search Remarketing
Many marketing gurus online talk about remarketing – the ability to show ads to your users many many times using the Display Network, Facebook or YouTube Ads.
However, virtually no one actually talks about Google Search Remarketing.
WordStream in 2015 published this article about ‘Remarketing Lists for Search Ads’, however, in MHO, they made it overly complicated and didn’t explain it very well. So let me see if I can do a better job to articulate this:
Imagine for a second that you had the power to get back in front of your users everytime they do a Google Search.
Sound good so far? It gets better.
So How Does The ‘Kid In The Candy Store’ Technique Work?
Let’s start by assuming a few things:
- You have analytics, conversion tracking and remarketing audiences setup on your site
- You’ve had a few thousand visitors to your site
- You have a large arsenal of content (blog posts, videos, etc) to draw from
Now imagine, that instead of spending dollars for each click like you normally do, you’re spending pennies because you’re going after low competition, or non-’commercial intent’ search terms.
A quick example: the search term “marketing agency” likely costs about $5-10/click in Canada/USA. Pretty expensive right?
The word “blue” by contrast, likely costs about 10-20 cents per click. Why? Because there is virtually no commercial intent behind the word “blue”.
But let’s say you had an article titled “Out Of Control Marketing Spend Making You Feel Blue? 7 Ways To Reign In Spending”.
The article title is relevant to the users search based on the term “blue”, and might even give them a laugh as it likely had nothing to do with what they were actually searching for.
Now, to take this a step further, imagine you’d built out articles for all of the following terms (non-exhaustive):
- (etc, etc – this list should have at least 100+)
Imagine now you had an article for each of those search terms – most of which have extremely low to non-existent commercial intent, meaning each term will be dirt cheap to bid on – and that whenever your user searches for ANYTHING online – there’s your smiling face again with the answer
Starting to see how this works?
Most marketers screw this up because they’re always trying to sell at every opportunity – you’re trying to provide useful and insightful information at every opportunity.
If you’re good at what you do, and your articles are useful (and hopeful with a dash of humour thrown in for good measure too) – then the craziest thing will start to happen – people will start to like you.
Everytime they have a question – you’re there with an answer.
Everytime they have a problem – you’re there with a solution.
It’s inevitable – they will start to like and trust you.
Once that trust has been built – now they will happily buy from you.
Why It Works: Overcoming Consumer Inertia
Firstly – what even is ‘consumer interia’?
Forbes describes Consumer Inertia as:
“Consumer inertia is the tendency of some customers to buy or continue buying a product, even when superior options exist”
And the Harvard Business Review (HBR) stats that:
“Consumers are often more likely to buy a product if they have purchased it previously”
So the example here, is if you have a favourite burrito place – you’ll likely keep going to the same burrito place over again – even if a better or cheaper burrito place pops up.
This means that any new burrito joint, needs to overcome your ‘consumer inertia’ to get you to take a chance and come try out their delicious burritos.
So how does this relate back to our “Kid In A Candy Store” remarketing technique? Because users already have their preferences formed – they have certain sites online that they prefer to get their information from, and they’re unlikely to switch over to you 100%, just because you popped up in their Facebook feed one time.
But running a Google Search Remarketing campaign – and they keep seeing your great content over and over again – it might take 3, 7 or 15 articles – but eventually you’ll hit a nerve and they’ll think “wow! This guy is actually helpful! Unlike all those other schlubs who just try to sell me junk – I like this guy!”.
Now you’ve not only overcome consumer inertia – but you’ve also acquired a loyal fan at this point too. Mission accomplished.
Why You Should Use It
So why should you use the “Kid In The Candy Store” Remarketing Technique?
Well first of all, because it has an ultra catchy and awesome name (not to toot my own horn…).
But more importantly because this is they way to build a long lasting and sustainable business.
Most other gurus are just trying to sell crap so they can get their money and run.
Not you though. If you’re like me, you’re all about building those long term connections and relationships.
Business doesn’t happen because you made a flashy ad – business is relationships.
Business occurs because two people agree that they like each other enough to do business with each other.
You can’t fake that – and you can’t speed it up – real relationships take time.
The 3-Steps to Using The “Kid In The Candy Store” Marketing Technique To Overcome Consumer Inertia And Get Users Hooked On Your Content
Now remember – this is an advanced technique. While anyone can (and should) set this up – it is easier to hit the ground running if you already have an established site. But here are the critical steps:
The first step is to setup your website, hook up analytics, conversion tracking, build remarketing audiences and get over a thousand people to your site (the more the merrier).
If you’re just getting started the easiest way would be to drive traffic from Google or Facebook PPC campaigns.
Step 2 is to build your search term list and create your content. Remember that list of example search terms above?
Build out your personal list – and aim to have 100+ search terms, with low commercial intent, and are broad enough that they have high search volume (as an example: “facebook” has tens of thousands of searches each day, yet has no direct commercial intent (users don’t typically search the term “facebook” to go buy something, unlike say “lawyer near me”)
Step 3 is to setup your Google Search Remarketing Campaign.
Our recommendation is to use the SKAG technique (single keyword ad groups) – and create separate ad groups for each keyword.
For example – have one ad group that is “facebook”, and the only keyword is “facebook”, and the ad talks about “facebook” and the landing page is specifically about “facebook” – see how this works?
By making SKAGs you have more control over the whole process, as well as keeping this simpler and easier to manage.
Oh and we also recommend adding an exclusion – for example – excluding anyone from seeing the ad, who’s already visited the page the ad sends them to.
We want our remarketing to be useful – we don’t want to be annoying. If they keep seeing the same ad over and over again – they’re going to get annoyed, and lose trust in us.
But, if they see another amazing article each and every time they do a google search – eventually they’ll start thinking “wait! IF I search for X term – will they already have an article that can help me???”.
That’s the point we want to get to.
“The Kid In A Candy Store” Remarketing Technique: Conclusion
While I’ve covered the basics of setting up this remarketing ad machine, it is obviously a complicated topic with a lot of nuance and opportunity.
I have strived to make this guide as comprehensive and complete as possible, however if anything was unclear, or you’ve gotten stuck and need help – leave a comment down below.
This article has been updated specifically for 2021 – however my goal is to update it yearly – keeping fresh content alive and flowing here.
If you have questions or comments, I’ll be sure to update next years version to be even more complete and comprehensive.
And with any luck if I’ve done my jobe right…you’re starting to feel like a kid in a candy store 😉
To your success and your journey,