The Repixel Hub
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One of the very first (and most important) decisions you have to make as a host in the Repixel marketplace is how much to charge.
What is a "CPM"?
In traditional online advertising, CPM represents the “cost per thousand impressions.” So if you own a website and you’re selling ad space, if you sell 543,937 impressions to an advertiser at a $6.28 CPM, the advertiser would be charged (543,937/1,000)*$6.28=$3,415.92. In the Repixel marketplace, you’re not selling ad impressions, you’re selling the tagging of visitors to your website to be retargeted later, but pricing is set in the same way. So if you get 543,937 visitors per month and your CPM is $6.28, you’ll make $3,415.92 per month per advertiser that is repixeling you.
What Should I Set My CPM To?
Needless to say, aside from generating more traffic & higher quality traffic, setting your CPM is one of the easiest ways for you to increase your site's profitability on Repixel, so you want to be thoughtful when making the decision. Because you are able to see how much the advertisers that are repixeling your site are bidding, it may be tempting to get a quick win by looking at your current advertiser’s "max bids" and maxing them out, but keep in mind that setting your CPM too high will make you unattractive to new advertisers that otherwise might have wanted to work with you. The best practice is to stay around the average for Repixel’s entire ecosystem (~$2.00-3.00) unless you have a very niche product (typically something rare or expensive) or a website with visitors that are close to making a purchase of some kind (i.e. a reviews website), in which case you may be better off charging a bit more.
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For over a year now, advertisers have been able to use just one pixel across their various web properties. For example, if you own a Health & Beauty business with 10 product lines, you could spin up just one Facebook pixel, put it on your various web properties, and easily retarget users who bought your lipstick with your eyeliner and people who bought your shampoo with your conditioner. It’s a powerhouse tactic that’s been picked up by more and more clever marketing teams over the past couple of years. After all, if someone just bought skis yesterday, they’re a near perfect person to show an ad to for boots & bindings. There's a use case for every business.
But there’s no reason to stop there, and companies are quickly expanding their strategies in search of more scale and lower CPA’s. For example, let’s say you own a company that sells in-home workout equipment -- here are a couple of ways that you could take your “external retargeting” strategy to the next level.
Putting pixels elsewhere is a win-win for everyone involved. The site/app owner has an opportunity to generate an added revenue stream that doesn’t include littering their web property with more ad units, and the advertiser gets a killer audience. Publishers are arguably more excited about the trend than advertisers as they’re no longer limited in scale by the number of ad units they’re willing to put to their page and the amount of traffic they can generate. Unlike ads, the scale here is unlimited -- publishers can add 5 pixels to their website and charge what they want, but it’s also no sweat off of their back to add 500 pixels.
It’s no wonder retargeting web properties other than your own is becoming more of a thing. In fact, you might have noticed that even Facebook has picked up on the trend and recently added a “Share Pixel” button right in the UI that allows account admins to transfer data to another advertiser's Facebook account. This means that if publishers already have their Facebook pixel down (which most do), you could not only start building an audience with their new visitors, but you’ll be able to use data retroactively and retarget their users/visitors from the past 180 days (the max cookie-window allowed by Facebook).
And Facebook isn’t alone. Work in B2B? While there isn’t a share pixel button yet, the functionality exists to put your pixel on someone else’s website and retarget their visitors on LinkedIn, as well as a number of other platforms.
If you’re an advertiser or publisher looking for a way to get started at scale, check out repixel.co and sign up for early access. We’re building a marketplace that connects non-competitive companies in the same industry and allows them to easily retarget an unlimited number web properties so you don’t have to reach out to companies 1 by 1. We think it’s the next natural progression in custom audiences, and we’re looking forward to bringing you on.
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Retargeting (also known as remarketing) is a form of digital advertiser where website & app owners tag and then serve targeted ads to users who have visited or triggered an event on their web property.
Repixeling is the act of retargeting someone else’s web property. In other words, you’re not tagging visitors who have visited your website so you can serve them ads later, but you’re instead tagging visitors who have visited a complimentary business’s web property so you can serve ads to them ads later.
Common Use Cases for Retargeting & Repixeling
Let’s say you own a hiking shoe store, and you’ve started running digital marketing campaigns. You realize that 99% of visitors that visit your store don’t buy, so you decide to tag the users who visit your site but don’t purchase and serve those visitors digital ads later. That’s traditional retargeting.
Your retargeting campaigns are extremely effective, but you soon realize that you’re limited in scale by the number of people who visit your website. So you decide to not only start tagging your visitors, but you also contact a local hunting store and place a pixel on their website, the most popular hiking apps and you put a pixel in their apps, and all of the top hiking blogs, and you start tagging and serving ads to those complementary visitors too. That’s called repixeling.
The Benefits of Repixeling
By building alliances with non-competitive companies in the same industry and retargeting their users, you can reach more people that you are certain are in your target market. Because most major ad networks such as Facebook Ads & Google AdWords make you pay for every impression or click that you serve, by repixeling, you’ll tend to see lower customer acquisition costs and higher value from the customers that you acquire, yielding higher ROI campaigns than traditional prospecting.
How Do I Repixel?
The easiest way to get started is to sign up for the Repixel marketplace by going to https://www.repixel.co/. There are tens of thousands of advertisers and thousands of "hosts" (sites & apps that will allow you to repixel their web properties) eager to work with you. The service is just getting rolled out to the masses, but head over now to make sure you get early access.
Host vs. Publisher
There are two sides to the repixel marketplace, the “advertiser”, and the “host”. The advertiser is a marketing team or individual that would like to retarget visitors to a certain website or app, and the host is the owner of that website or app. In traditional ad sales, hosts are often referred to as “publishers”, but the subtle difference here is a host doesn’t necessarily need to publish content. While traditional publishers certainly make great hosts, you don’t have to own a blog, reviews website, media outlets, or really have any content to publish at all to participate as a host. For example, a host could the owner of an eCommerce store, a marketplace/exchange, an event aggregator, streaming service, anything! Dicks Sporting Goods wouldn’t be a publisher in the traditional sense of the word, but as long as there are advertisers out there that would want to retarget their visitors (which there certainly are), they can sign up to be a host in the repixel marketplace and start generating a new revenue stream.
The Benefits of Being Host
The benefits to an advertiser are clear...a brand new, high-quality audience that you’re able to target. So what’s in it for the host? Well, they get paid, of course! Being a host is a brand new way for website & app owners to monetize their web properties. As it stands, if you own a website or app, the most common way to monetize your web property is by selling ads. But, you can only add so many ads to the page, which limits web property owner's profits by the amount of traffic they’re able to generate, and the quality of that traffic. Placing an advertisers pixel on your site is something that's tucked away, making the scale limitless. Unlike ad units, there isn’t a set number of pixels you can place on your site or app. Letting five advertisers repixel your website or app is great, but if you’re a host, it's no sweat off your back to approve five hundred!
A Recommendation: If You’re a Host, Don’t Put Off Signing Up
Repixel's marketplace is growing fast, but there are far more advertisers joining every day than hosts. That means if you own a website, you’re high demand, which means more action and the ability to set higher prices. The sooner you spin up an account, the sooner you can tap into the line of advertisers waiting to repixel your web property.
Ready to Get Started?
Just head to repixel.co and signup now to get early access. We'll let you know when we're ready for you. In the meantime, get started without us by thinking of a few companies that you'd like to let repixel your site or app. We'll be reaching out for your list soon.
If you’ve made it to this page, you probably know what repixeling is and you’re looking for some clever ways to implement it. If that’s the case, read on. If you don’t yet fully understand what repixeling is and how it works, read this first.
Idea #1: Don’t be Afraid to Look Outside of Your Industry
While you’re at work, it’s tempting to keep blinders on and think about companies that you’ve heard of or have worked closely with, but sometimes the best repixeling opportunities are a bit outside of the box!
For example, if you sell children’s clothes, don’t feel like you only need to stay in the clothing industry. Keep in mind that your target market, parents, buy merchandise in lots of other places as well. For example, you could try repixeling Toys “R” Us, or websites for youth sports leagues, or online video game retailers, and so much more.
Idea #2: Get Really Targeted with Subdomains & Specific Sections of Websites/Apps
While you might think you have a niche business, don’t be too quick to rule out broad websites such as news publications, review sites, blogs, and more, because you can always repixel just a specific section of the site.
For example, let’s say you sell tech gadgets. When scrolling through repixel’s marketplace, your instinct might be to rule out a really general website like the New York Times, but don’t forget that most websites are very well categorized and you have the option to repixel just their technology section. To get even more specific, you can also set “contains” rules while repixeling so you only repixel visitors to pages that contain “tech” and “gadget” in the URL.
Idea #3: Match Specific Ads with Specific Hosts
Your current ads are great, and the last 10 ad creative tests that you ran lost to your control. You’re just about ready to give up...we get it. But this time it’s different.
If you’re GNC and you’re repixeling people who have been to the weights section on Dick's website, your ads will probably do great because your audience is aligned. But what if instead of using your standard ad creative you incorporated the fact that you know your audience is not only in the market for GNC, but they also like lifting weights. You could tweak your creative to be even more personalized and write ad creative that reads “Elevate your next weights workout with GNC." The put a protein shake in the image and let the clicks roll in.
The data is clear on this...the more relevant your post is to your audience, the better your ads will perform. Combine repixeling with tailoring your ad creative to your host’s visitors in this way and watch your performance skyrocket.
Idea #4: Team Up With Your Host to Create Time Sensitive Deals
If you have a repixeling partner that’s working, don’t be afraid to pick up the phone and see if you can take your alliance to the next level!
Back to the GNC example, what if instead of Dick's Sporting Goods (or in addition to) you decided to repixel Gold’s Gym. With their permission, you could use their brand name and come up with an ad that reads “Sign up for Gold’s Gym and bring in your receipt by June 1st to score 10% off anything storewide!”
This creates urgency to sign up for Gold’s Gym, and it’ll send a flood of really qualified people your way to buy some supplements. It’s a win-win.
Idea #5: Create Lookalikes Off of Your Custom Audiences
While repixeling allows you to scale far more than ordinary retargeting because there are always more sites & apps to put your pixel on, you can scale even more by using the custom audiences you build to create lookalikes.
In case you didn’t know, on most major ad networks such as Facebook Ads, as your seed list audience updates with new visitors to your host’s pages, the lookalike will automatically re-populate making it much more difficult to saturate your target market.
Idea #6: Use Repixeling As An Exclusion Technique
Repixeling is a great way to find the right people to target with ads, but it’s also a great way to find people that you don’t want to see your ads.
For example, let’s say you own a health foods brand. Repixeling Whole Foods, Dr. Mercola, and NativeCos would be great picks to repixel, but you might want to try to get a pixel on websites that sell cigars and Twinkies as well. It’s probably fair to assume that people on these websites aren’t actively in the market for health foods, so if you can make sure to exclude them for your campaigns you’ll undoubtedly see a bump in performance!
Idea #7: Take Advantage of Big Events
Keep an eye on your calendar for big events going on throughout the year. Websites for big events tend to generate a ton of traffic and a lot of enthusiasm -- the perfect opportunity to make a lot of sales!
- Work in tech? Try repixeling visitors to the biggest tech conference of the year, CES.
- Work in sports entertainment. Repixeling visitors to the Olympics’ homepage or the NFL’s site during the Superbowl would be gold.
- Own a nightclub? Throw a pixel on Mardi Gras related sites or big festivals throughout the year and target those people when they’re in your city with Facebook’s powerful location targeting.
Idea #8: Be Methodical. Test & Learn.
As with everything online advertising related (or really advertising in general), sometimes the things that you test work out, and sometimes they don’t. Make sure you’re creating separate campaigns for each site or app that you repixel. This way if one of your hosts turns out to not be a good match, you can easily pause it before you burn through too much budget. And when you identify a site that’s performing incredibly well, you’ll know about it, and you’ll be able to scale the heck out of it, completely overshadowing any loses.
Have more creative ideas? We’d love to hear them in the comments!
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Repixeling is a new form of online advertising where non-competitive companies in the same industry retarget each other’s websites and apps.
In order to fully understand repixeling, you first need to understand retargeting (also know as remarketing) and why it is so effective.
Retargeting is a popular form of digital marketing where advertisers put a snippet of code on their website (known as a pixel) that allows a web property owner to tag users that have either visited or triggered a specific event on their website or app. For example, have you ever noticed that when you put a pair of shoes in your Shopping Cart, but you decide not to purchase them, for the next couple of weeks (or even months), you’ll start seeing a noticeable surge in the number of online advertisements you’re seeing for both shoes overall and that exact shoe? It’s not a coincidence – that’s retargeting at work.
Why Retargeting is Powerful, and Its Biggest Weakness
If you ask 10 marketers what their most effective type of campaign is, 9 out of 10 of them would probably say remarketing, and for good reason. If you recently had a pair of shoes in your shopping cart but didn’t buy, you’re clearly in the marketing for not only shoes, but those exact shoes! With that in mind, you’re a near perfect person to show an ad to.
But the problem with remarketing is it can be extremely limited in scale. After all, if you’re a website owner, and you only have 1,000 new people visiting your site or app each day, that’s only 1,000 new people to serve ads to. Most companies would like to grow their businesses much faster than just the number of people visiting their website (that wouldn’t be growing at all), and for that reason, nearly all businesses eventually expand past their retargeting campaigns into “prospecting” campaigns. While prospecting campaigns have gotten better over the years, these campaigns are often ineffective and show a poor or even negative ROI. That’s where repixeling comes in.
The Difference Between Retargeting & Repixeling
With retargeting, businesses & advertisers work in silos. If one company owns a website that sell wine accessories (e.g. cork screws and aerators), and one company owns a website that sells wine online, for decades, those website owners have been retargeting visitors to their own websites & apps. With repixeling, web advertisers now have the ability to retargeting someone else’s sites & apps, dramatically increasing their campaigns scale & efficacy. This a huge leap in scale past just retargeting, and a huge leap in quality past prospecting – after all, someone who just bought wine is a damn good person to show a cork screw ad to and visa versa.
Examples of Potential Repixel Use Cases Include:
For pretty much any business you can think of, it would only take a couple of minutes to come up with 5-10 web properties they can and should be repixeling. To help better paint the picture, here are a few good potential alliances for “Hosts” & “Advertisers”.
Note: a “Host” is the company hosting the “Advertiser’s” pixel on their web property.
Typically the advertiser would pay the host a set CPM (cost per 1,000 views), but swapping pixels instead of payment would also be classified as repixeling.
What Ad Networks Does This Work On?
Repixeling works on most major ad networks such as Facebook Ads, Google AdWords, LinkedIn, and dozens of others. Big networks have been trailblazing the movement, with Facebook Ads recently building a “Share Pixel” button to make pixel swapping easier and more accessible than ever. We also recently learned that Google AdWords has decided to add repixeling into their product roadmap, which is anticipated to let the user repixel any bucket of websites (with a minimum of 5 websites per audience).
Sounds Awesome – How Do I Do It?
Repixeling has been happening for years through email & phone calls, but rarely at scale. Needless to say, getting in touch with the right person at a large organization, taking the time to setup & conduct a phone call, negotiating rates, finalizing a contract, and getting dev resources to place a pixel isn’t the easiest task. Fortunately, repixel.co is out to solve this problem, and we’ve built a marketplace that connects advertisers & hosts and allows them to easily repixel at scale. Interested in trying it out? We’re in early beta, but you can join the waitlist at repixel.co and we’ll notify you as soon as a spot opens up.