Here’s a definition:
Total remarketing is remarketing in all possible channels with all possible list combinations.
Channels:
- Programmatic display networks (e.g., Adroll)
- Google (GDN, RLSA)
- Facebook (Website Custom Audience)
- Facebook (Video viewers / Engaged with ads)
- etc.
How to apply:
- Test 2-3 different value propositions per group
- Prefer up-selling and cross-selling over discounts (the goal is to increase AOV, not reduce it; e.g. you can include an $20 gift voucher when basket size exceeds $100)
- Configure well; exclude those who bought; use information you have to improve remarketing focus (e.g. time of site, products or categories visited — the same remarketing for all groups is like the same marketing for all groups)
- Consider automation options (dynamic retargeting; behavior based campaign suggestions for the target)