Insurers' journeys to build a mastery in the IoT usage
Remarketing with Google Analytics - SES London
1. Winning PPC Tactics
PPC Remarketing with Google
Samantha Noble
Koozai
Marketing Director
London| 18–21 February
2. London| 18–21 February 2013 | #SESLON
What You Will Learn
How to kick start your remarketing
How to build targeted lists and
audiences
How to optimise your campaigns
@koozai_sam
5. London| 18–21 February 2013 | #SESLON
20%
OF ADWORDS TRAFFIC IS VIA
GOOGLE DISPLAY NETWORK
(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
16. London| 18–21 February 2013 | #SESLON
Drops in recorded GA traffic Some sites up to 50% drop
http://kooz.ai/analytics-traffic-drops
GA code blocked by ad
blocking software Drops vary across industries
@koozai_sam
19. London| 18–21 February 2013 | #SESLON
The Pre-Defined Lists
All Visitors Specific Page
Goal
Specific Section
Completions
@koozai_sam
20. London| 18–21 February 2013 | #SESLON
Custom Built List Examples
Location Operating Traffic Source
Specific System
Revenue
Medium Visit Duration Generated
21. London| 18–21 February 2013 | #SESLON
Combination List Examples
Viewed Product Started
> Did Not Checkout
Convert > Left the Site
Added Product
Viewed Blog >
to Basket
Did Not View
> Left the
Service Page
Checkout
@koozai_sam
Best practice: Build combination lists in AdWords using Analytics lists
27. London| 18–21 February 2013 | #SESLON
Visit Duration > 10 Minutes
Visitor Nurturing
Campaign
Enticing visitors back into
your site
Ad reinforces the brand
and an offer
Example - SEOmoz
@koozai_sam
29. London| 18–21 February 2013 | #SESLON
Left Basket 10+ Days Ago
Customer Offer
Campaign
Pre-qualified visitors,
interested in purchasing –
entice with an offer
Point to dedicated landing
page
Example – ASDA, Butlins,
Radisson Blu Hotel
@koozai_sam
33. London| 18–21 February 2013 | #SESLON
Page Viewed for 2+ Minutes
Product or Service
Promotion Campaign
For pages engaged with
for more than two
minutes
Example – Booking.com
@koozai_sam
35. London| 18–21 February 2013 | #SESLON
Converted 50 Days Ago
Cross Sell or Upsell
Campaign
After a visitor has
converted, entice them
back to the site to
purchase again
Example – Late Rooms
@koozai_sam
40. London| 18–21 February 2013 | #SESLON
Only run one piece of code, preferably Analytics
Update Privacy Policy to include cookies
Select the right profile, one that excludes internal
Get a naming strategy in place, once set you can’t change
Set membership duration at 540 days
Get at least 100 people in the list before you start
Custom combinations to be created in AdWords
Entice visitors back with offers @koozai_sam
41. London| 18–21 February 2013 | #SESLON
Create separate campaigns per target audience/ad
Expect to see a low CTR but high Conversion Rate
Send ads to dedicated and well optimised landing pages
Continuously refine sites showing your ads
Update the Frequency Capping in AdWords
Think about running specific adverts for mobile users
Watch any traffic drops if using default GA code
Get the code added to your site today! @koozai_sam
42. London| 18–21 February 2013 | #SESLON
Who Does
Google Think I
Who Does Google Think You Are?
Am?
http://www.google.com/ads/preferences/
@koozai_sam