Remarketing tools Speaker: Razvan Capatina from Business Results, Romania, Member of ARMAD

1. Thanks for your interest in my
brand. You're now in my online
database. No, I won’t ask for your
email to send you the news

2. The client
• Top 6 automotive brand in Romania
• +30 000 unique monthly visitors on site
but: only 5000 persons in newsletter database:
– 1000 clients
– 4000 prospects
The facts
• Less than 10% of clients…
• …and less of 5% of the prospects
receive news
due to
Poor data collection - dealer lack of motivation
Client/prospect fear of spamming

3. The brief
> 30 % of clients/ prospects
… to be targeted by
 New product launches
 Special offers
 Test-drive invitations

4. The solution
Increase communication Increase
database for clients& communication
prospects database for clients&
prospects
by OR by
asking more of them to give using Google to target
us the data for classic them
newsletters

5. What is Google remarketing?
Every time a person enters a
section on your site Google
sticks him a label that you
decide:
Site
visitor
General Visitor
Specific brand visitor
Prospect
Client
…....
You name it
Prospect

6. What is Google remarketing?
For 18 months you can use this database
- to target your message on Google network:
- By text ads
- By image ads
- To use specific operation as in a classical database (intersection,
concatenate, exclusion, de-duplicate)

7. Newsletter Transformed into Call-to-
Action Ads
Brochure
download
Test-drive
invitation

8. Landing Pages

9. Results (2011)
Email newsletters Remarketing
1140 clients 210 000 potential clients
4200 prospects from which 15 000 considered
hot (e.g. car configuration)
12 email waves 7 Remarketing campaigns
285 brochure downloads 1312 brochure downloads
39 test-drives 332 test-drives

10. Conclusions
Remarketing Advantages Remarketing Disadvantages
Non – intrusive advertising Not perceived as one-to-one
communication
Relevant targeting based on
interest No personalization for the
message
Database capabilities
Cost effective (pay per click)

11. Thank you!
razvan@results.ro
http://ro.linkedin.com/in/razvancapatina