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Some Advanced Remarketing Ideas

This is a speech I delivered at SMX Melbourne, April 14th 2011 on some advanced Google remarketing ideas and tips.

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Some Advanced Remarketing Ideas

  1. 1. The Future of Search<br />
  2. 2. Retargeting: The new Behavioural Ads<br />
  3. 3. What’s he talking about?<br />Ok, so today I’m going to cover:<br /><ul><li>The Basics
  4. 4. How it works
  5. 5. A couple of quick and dirty case studies
  6. 6. Some ideas on how it can be applied
  7. 7. Some top tips
  8. 8. Some advanced strategies & techniques
  9. 9. And THEN... I’m going to finish talking.</li></li></ul><li>What I’m NOT going to talk about...<br />This isn’t a workshop<br /><ul><li>I won’t be demonstrating the ‘nitty grits’ how to set all this up from scratch – please refer to the links at the end of this presentation for help...</li></li></ul><li>The Basics<br />
  10. 10. Retargeting<br />Applications:<br /><ul><li>Email auto-responders after shopping cart/enquiry form abandonment
  11. 11. Showing Ads to people after they’ve left your website
  12. 12. Note: Retargeting is a LOT like email marketing </li></li></ul><li>Retargeting – “Remarketing”<br />
  13. 13. Retargeting<br />Some of the players:<br />www.retargeter.com<br />www.yahoo.com<br />www.google.com<br />
  14. 14. Google Remarketing – How?<br />Always Plan first!<br /><ul><li>You add remarketing codes (scripts) to pages of your website
  15. 15. As soon as they’re added, an audience list begins to build
  16. 16. Once the list hits 500 people, Google text, image and/or video Ads can be displayed to them reminding them to come back.
  17. 17. Visitors who do convert can be added to a separate audience list so they’re not followed (stalked).
  18. 18. http://www.youtube.com/watch?v=Ww0iqj3wppY</li></li></ul><li>Some Quick Case Studies<br />
  19. 19. Remarketing Case Study<br />A small Australian-based Online Retailer.<br />
  20. 20. Remarketing Case Study<br />
  21. 21. Remarketing Case Study 2.<br />
  22. 22. Remarketing Case Study 3.<br />
  23. 23. Remarketing Case Study 4.<br />
  24. 24. Some Application Ideas<br />
  25. 25. Retargeting is creative<br />If you’re a creative and logical thinker, you’ll find Remarketing addictive.<br />The following slides are some ideas on how it can be utilised.<br />WARNING! - Google ‘Display Ad Builder’ Madness coming up...<br />
  26. 26. Retargeting Ideas<br />Branding<br />Show Ads to people to keep your brand top of mind... <br />(note, there’s no call to action in these Kogan’s Remarketing Ads)<br />
  27. 27. Retargeting Ideas<br />Abandoned Carts<br />Retarget people if they’ve not completed a checkout process, with coupon code offer – i.e. 10% off.<br />Use auto-responder emails (just like Barry Smyth does when you abandon registration for this event!)<br />Note: this an example Ad!<br />
  28. 28. Retargeting Ideas<br />Campaign Support<br />Retarget to people when you have a campaign running...<br />Note: this is also an example Ad!<br />
  29. 29. Retargeting Ideas<br />Special Occasions<br />Retarget to people when Special Occasions roll around... <br />Think Christmas, Valentines Day etc... <br />Note: this is also an example Ad.<br />
  30. 30. Retargeting Ideas<br />Daily Deals<br />Retarget to people showing new deals...<br />(requires forward planning)<br />Note: these are also example Ads.<br />
  31. 31. Retargeting Ideas<br />Product Launches<br />Retarget to people showing new or updated products...<br />Note: This is a real Ad.<br />
  32. 32. Retargeting Ideas<br />Competitions<br />Retarget to people to promote your new competitions...<br />
  33. 33. Retargeting Ideas<br />Promotion - Competition Reminders<br />Retarget to people who have viewed a promotion page on your site but did NOT enter...<br />Note: I wish this was a real Ad.<br />
  34. 34. Retargeting Ideas<br />Recruitment<br />Retarget to people who have viewed a job page on your site...<br />Note: this is also an example Ad.<br />
  35. 35. Retargeting Ideas<br />Reputation Management?<br />
  36. 36. Retargeting Ideas<br />Note: this is an example Ad.<br />
  37. 37. Retargeting Ideas<br />Ads to say ‘Thanks’<br />Thanks for entering?<br />Thanks for your support?<br />Thanks for just being you?<br />Note: this is an example Ad.<br />
  38. 38. Some Top Tips<br />
  39. 39. Retargeting Top Tips<br />Keep Text and Image Ads in Separate AdGroups<br />
  40. 40. Retargeting Top Tips<br />2. Make sure Image Ads use similar colours and fonts to website (increases re-call and familiarity)<br />
  41. 41. Retargeting Top Tips<br />Use lots of creative variation (Text and Image) to prevent ‘Banner Burnout’.For Display, use lots of different sizes and shapes to obtain Maximum Reach.<br />
  42. 42. Retargeting Top Tips<br />4. If budget is low, use Display Ad Builder templates to create Ads, then screen-grab, crop in Photoshop and upload as Google Image Ads – they get approved much faster than DAB (Display Ad Builder) Ad’s.<br />
  43. 43. Retargeting Top Tips<br />5. Bid high initially (similar to new display campaigns) to get seen and established quickly, then try pulling back...<br />
  44. 44. Retargeting Top Tips<br />6. Use Frequency Capping or Ad-Scheduling in AdWords Campaign settings to help prevent over-exposure...<br />
  45. 45. Retargeting Top Tips<br />7. Start building remarketing lists NOW even if you don’t think you’ll ever use them! You never know...<br />
  46. 46. Retargeting Top Tips<br />Combine Audiences where possible. Create an Audience list to remove people who have previously bought from you.<br /> Here’s how...<br />
  47. 47. Retargeting Top Tips<br />
  48. 48. Retargeting Top Tips<br />9. Make sure you allow people to opt out of remarketing...<br />
  49. 49. Advanced Retargeting/Remarketing<br />
  50. 50. Advanced Retargeting Ideas<br />Use dynamic script injection on forms to create highly targeted lists. <br />Inject Male retargeting script<br />Or...<br /> Inject Female retargeting script<br />
  51. 51. Advanced Retargeting Ideas<br />Let’s say you’re HP and you sell printers. <br />Create a ‘custom combination’ audience list to show people Ads exactly 1 month after purchase reminding them about great toner offers (ongoing consumables etc).<br />Here’s how...<br />
  52. 52. Advanced Retargeting Ideas<br />
  53. 53. Advanced Retargeting Ideas<br />
  54. 54. Advanced Retargeting Ideas<br />
  55. 55. Advanced Retargeting Ideas<br />You can also setup auto-responder remarketing campaigns.<br />Weeks 1 – 2 after visit, show the 1st Ad<br />Weeks 2 – 4 after visit, show the 2nd Ad<br />Weeks 4 – 6 after visit, show the 3rd Ad<br />And so on...<br />
  56. 56. Advanced Retargeting Ideas<br />Why not try combining the power of Facebook’s Ads demographic targeting with Google Remarketing to build super targeted lists?<br />Here’s an example:<br />
  57. 57. Advanced Retargeting Ideas<br />Build target audiences and place Facebook Ads.<br />
  58. 58. Advanced Retargeting Ideas<br />Point Ads to DEDICATED landing pages specific to each Facebook Ads Campaign group<br />
  59. 59. Advanced Retargeting Ideas<br />Create dedicated (orphaned) Landing Pages for each Ad with separate Remarketing scripts to create ‘demographic’ Remarketing lists. Now you’ll know exactly ‘who’ your remarketing to.<br />Eg. Build audiences and remarket to women (and men) who have viewed, but not converted, with different marketing creative.<br />
  60. 60.
  61. 61.
  62. 62. In Summary…<br />Retargeting is powerful and proven to work<br />You can be as active or as passive as you like<br />Think outside the box - always PLAN.<br />It is a lot like email marketing, those segmented audience lists can be gold.<br />Did I mention? It’s really fun!<br />For more resources (basics to advanced) visit : www.reseo.com/remarketing.html<br />OK, I’ll stop talking now…<br />
  63. 63. Questions?<br />To contact me (Chris Thomas) personally<br />E: Christ@reseo.com<br />T: @reseo<br />P: 03 9415 2383<br />M: 0414 986 957<br />W: www.reseo.com<br />