The Repixel Hub
Your go-to hub for anything and everything repixel related.
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 many others.
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 Site Owners
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 Sporting Good'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." Then 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 site owner's visitors in this way and watch your performance skyrocket.
Idea #4: Team Up With Your Site Owner 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 site owner's pages, the lookalike will automatically re-calibrate making it much more difficult to saturate your target market.
It's worth noting that physically putting your pixel on someone else's website isn't allowed on Facebook Ads (it's only compliant on non-social ad networks), but via Repixel, you can leverage Facebook's "share pixel" functionality to employ the same tactic while playing by the rules, without leaving their ecosystem.
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 site owners 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 sells 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 “Site Owners” & “Advertisers”.
Note: a “Site Owner” is the company hosting the “Advertiser’s” pixel on their web property.
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 & site owners 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.