Google AdWords Remarketing 101
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Google AdWords allows you to remarket to people who have visited your site. Base your Search and Display Campagins on the pages your customers have read on your website. Choose to show different Ads that relate to what you know to be of more interest and relevant your customers. If you want to know more, give us a call; Iain Macaskill FrontPageAdvantage.com Basingstoke, UK
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Google AdWords Remarketing 101
- 1. Winning Back Lost Customers ReMarketing with Google AdWords
- 4. Our Niche Google AdWords SEO TAILORED CONTENT WEBSITE Primary CASE STUDIES WHITE PAPERS BROCHURES SERVICE DESCRIPTIONS VIDEO CONTENT SOCIAL MEDIA DATABASE(S) Full Marketing Strategy ON-LINE inbound OFF-LINE outbound DIRECT MAIL ADVERTISING EXHIBITIONS REFERRALS NETWORKING TESTIMONIALS Visibility 24/7 EMAIL CAMPAIGNS Existing Customers New Customers
- 5. Google’s mission is to organize the world’s information and make it universally accessible and useful.
- 6. UK Population 2014 84% have a mobile phone 70% are online £728.9 million spent online each week
- 7. Online Shopping in 2014
- 9. 5% Search We’re browsing for 95% of time we spent online Source: OPA and Nielsen Online, Internet Activity Index (IAI), Aug 2010 95% Browsing the Web Time spent online
- 10. But one visit is typically not enough 96% 70% 1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010 Abandon shopping baskets without purchasing1 Leave a website without converting1 49% Typically visit 2-4 sites before purchasing2 2 Source: Google/Compete Sporting Goods Study: (Sep 2011-Sep 2012) Clickstream BF02 (number of different brands visited)
- 11. Remarketing brings them back YOUR SITE YOUR REMARKETING ADS 97% You’ve already paid for media to bring them to your site. Remarketing enables you to close the loop on the conversion process.
- 12. Time is of the Essence Source: Google 2011 HOURS CTR (%) Conversion rate (%) Click and conversion potential is most concentrated within the first few hours of a person leaving your site and then being shown a remarketing ad. What matters is how quickly you can reach them.
- 13. How Google Advertising Works a quick guide Search Ads Display Ads ACME Communications Free first month of cable. Sign up for installation now! www.acmeco.com
- 14. How Search Ads Work a quick guide Search Term
- 15. How Search Ads Works a quick guide 1. Keywords – Matched to Search Term Campaign Budget Location AdGroups Family Senior Fly-Drive Keywords Travel Holiday Vacation Flights - Russia
- 16. How Search Ads Work a quick guide Search Term Scored Against AdCopy & Webpage Relevance
- 17. How Search Ads Work a quick guide AdRank Calculation £Bid + Relevance = AdRank
- 18. How Search Ads Work a quick guide 1 2 3 4 5 6 7 8 Organic Results Paid Ads AdRank Calculation
- 19. How Google Advertising Works a quick guide Search Ads Display Ads ACME Communications Free first month of cable. Sign up for installation now! www.acmeco.com
- 20. How Display Ads Work a quick guide Display Ad Display Ad
- 21. How Display Ads a quick guide Targeting Placement - List of Websites, areas within a site Contextual - List of keywords found on the page Demographic - User Profile, Age, Sex, Location
- 22. How Display Ads Work a quick guide Customer Demographic Keywords in Context Selected Placement Websites Ad Group History of Relevance + £Bid =+
- 23. Remarketing Remain engaged with your Target Audience 96% 70% Abandon shopping baskets without purchasing Leave a website without converting 49% Typically visit 2-4 sites before purchasing
- 24. Technically What is Required A single tag on all of your pages - A short piece of HTML inside the /Body Tag.
- 25. How Does It Work
- 26. Not all search queries have equal value Has been to your website “lease BMW convertible” “lease BMW convertible” “lease BMW convertible”“lease BMW convertible”
- 27. Repeat visitors Conversion rate from search campaigns 4% 12% 12% Never been to site Previous visitors Additional lift from Remarketing campaign • Previous site visitors convert at a rate 3 times higher* * Illustrative example Previous visitorsNever been to site
- 28. Bring an audience dimension to your search campaigns Segment past site visitors Optimise ad text, bids and keywords to those segments Convert these site visitors as they’re searching for your product or brand on Google
- 29. Webpages for Remarketing Valuable Content White papers Case Studies Guidelines Checklists Add to my basket Order Confirmation Contact us Thank You Core Pages Home Page Individual Products Interest Pages Blog About Us Check Stock in your Area Find your Local Store
- 30. Multiple List Campaigns Valuable Content White papers Case Studies Guidelines Checklists My basket Add to my basket Order Confirmation Contact us Thank You Core Pages Home Page Individual Products Interest Pages Blog About Us Check Stock in your Area Find your Local Store
- 31. Cross Selling Campaigns Valuable Content White papers Case Studies Guidelines Checklists Add to my basket Order Confirmation Contact us Thank You Core Pages Home Page Individual Products Interest Pages Blog About Us Check Stock in your Area Find your Local Store
- 32. Remarketing Campaigns Search Campaigns Widen the pool of Keywords Invest more in winning existing customers Craft Ads and Landing Pages of Greater Relevence Display Campaigns Ads for relevant content Ads that relate to their interests
- 33. ReMarketing Search Ads 1. Keywords – Matched to Search Term Remarketing Campaign Budget AdGroups Known Customer List Keywords Travel Holiday Vacation Flights - Russia
- 34. ReMarketing Display Ads a quick guide Customer Demographic Keywords in Context Selected Placement Websites Ad Group Known Customer List + £Bid =+
- 36. Watchfinder
Notas do Editor
- My name is Iain Macaskill, I joined Front Page Advantage last summer, previously I was working as a Digital Account Manager looking after the development of the LV.com website CMS and before that I was employed as a Digital Project Manager running digital projects. I moved over to search after the Penguin update as I could see how Search had matured to become a key technical element in delivering success.
- Front Page Advantage is a Google Partner, we adhere to Google’s policy’s and invest in completing our Google Exams and are Certified Adwords professionals.
- To give a mile high marketing overview, this is how we place ourselves within Marketing, “what we do and how we fit in” Down the right hand side we have the traditional off-line marketing channels that are still effective Down the left the new social channels, they work because people still buy from people and these channels give us the opportunity to show the people in the business. Across the base the traditional types of content you’ll taylor with the messages your business will use to communicate And of course email marketing is still an effective method to stimulate sales. The aim of Marketing is to have customers ‘buy your business” before “buying from your business” whether you’re an ecommerce business, solicitors, a charity, all business’s B2C / B2B and B2G have customers they need to connect with and we believe the best way to do this is via online search with Google. And you can see where we fit in, in this niche we are carving for ourselves as Google Partners, we will of course help you with all aspects of marketing, we have a wealth of backgrounds within the team and we’re happy to share our knowledge
- Keep this slide in mind during this presentation, Google own hundreds of Products each designed in their own way to help Google achieve their mission. Google’s founders, Larry Page & Sergey Brin are both Engineers and Google is very much an Engineering company. They love to employ algebra, statistics, formula and algorithms as the means to understand online behavior. And lets just remind ourselves of some of the features of the Google Search results page that make it so helpful
- The amount spent online increased by 13.4% in June 2014 compared with June 2013 and decreased by 0.1% compared with May 2014. Month-on-month this is the first time since January 2014 we have seen a decrease (2.1%). Average weekly spending online in June 2014 was £728.9 million. This was an increase of 13.4% compared with June 2013 http://www.ons.gov.uk/ons/dcp171778_372466.pdf
- Here we see the growth of online retail shopping in mid-2014 As you can see there is healthy year on year growth But its still only 10% of all sales, online is still growing 2015 has been dubbed the year the web becomes normal as it has become the place we start our shopping and love to browse
- And the signs of this change are all around us, but our shopping habits are different online to in real shops, we have lots of time to browser
- And browsing is what we do with most of our online time. So why should you consider Remarketing, Well firstly … Only 5% of our time is spent on Search actively shopping for new products and services and the rest of the time they are reading newspaper and magazine type sites Search Ads are shown when people are actively searching for your products. You only pay for the click when the person shopping considers your Ad most relevant to the purchase they want to make. Display Ads are shown the 95% of the time while we browse the web.
- The problem is one visit is typically not enough to convert a visitor into a customer
- And remarketing is your opportunity to bring them back on via both Search and Display ads.
- Being able to reach out an remind the person shopping after they’ve left your site has proven to be a great way to bring them back and win sales.
- So lets have a quick reCap on Google Advertising, There are two types of Ads Search Ads and Display Ads Lets begin with Google Search Ads,
- When we are looking for something we Google it, we type the words into Google and in under a second Google find the most relevant results
- The customer completes their search term and Google checks Adwords to find accounts listing relevant keywords for the search. In this case the search term is “Travel Holiday” so all accounts listing those keywords are entered into an ad auction. Negative Keywords can be used to hide your Ad from any search including a negative keyword, in this case it is Russia, this means you can create targeted Ads to specific groups of people increasing the Relevance of your Ads.
- Google scores the relevance of the Landing Page and the Ad Copy to the Keywords with in the Search Term , the more relevant the higher the score Equally the quality of the Ad is checked, remember Google want the deliver the Ad that is most likely to deliver a click When we create an Ad in Google we nominate a destination URL, a landing page where the person is taken to once they click on the Ad.
- To calculate the position of the Ad in the Search results Google combines the Bid with the Relevance of each Ad and ranks them accordingly. This is a results page for Lego, the search term is relating directly to a boxed Lego product so it comes first as the PLA will most likely be most helpful to the person searching.
- So that’s Search Ads, and to give a quick recap on Display Network Ads ---------- While a search for a service like travel Agent is remember Google’s mission, ‘Helping people access what they are looking for’ Google know they need to deliver Quality or they’ll become the next Lyco’s
- So lets have a quick reCap on Google AdVertising, There are two types of Ads Search Ads and Display Ads Lets begin with Google Search Ads,
- Local Newspapers website You can nominate the sites you want your Ads to be shown on, this is the Basingstoke Gazette with Ads for the local Hair dressers, its quite likely this hairdresser has nominated only two or three local sites that offer advertising space on the Google Display network You can also nominate key words and topics you would like your ad to appear beside, this means you can select the type of article
- How does Display network rank ads? Is it a relevance calculation like search network, does the landing page have a quality score in display network?
- Ad Rank, which ad shows is different with Display Ads, you can configure your customer Demographic Age, Sex, location, You can set the trigger words within the page for your Ads to show And you can select the website or the webpage, like the travel section of the site for your Ad to show.
- So what is Remarketing, well it’s the opportunity to remain engaged with people who have visited your site through Google Display and Search Advertising after they have left your site.
- Some people are concerned this will be to technical for their campaign, let me assure you its not, its simple to implement Our website in built on Wordpress, the snippet was automatically added, we’ll help your web developer implement the remarketing tag, My point is its nothing to worry about.
- Cookies are small bits of code that allow websites to anonymously track visitors, with Remarketing Enabled Adwords places cookies on customers browsers tracking the pages they view and the action they complete But why would you want to do that ,, well
- As sophisticated search marketers, you know that even identical queries are not the same. Consider these three searches for "lease BMW convertible" Behind each search, there’s a different person, searching from a specific location, at a particular time, from a particular device. And as a marketer, you might want to bid differently or show different ads to these customers to maximize your ROI. ...And as we discussed yesterday, that’s the basic premise behind enhanced campaigns.
- People visiting you website for the second time are more likely to convert and this is why it is worth bidding more for their traffic.
- Also you can segment your audience and optimise the Ads they see Highly Relevant Ads are more likely to convert, Speak to people about what you know they are interested in
- A well build website will enable remarketing by segmenting traffic naturally. With remarketing tracking turned on AdWords records each page the customers visits and adds them to a list for that page By looking at the lists in combination we can begin to target the people most ready to buy Product Targeted Remarketing Separate out past customers Ready to buy pages allow you to add people to special lists Each of these pages is an opportunity to build a list.
- If you imagine a customer who has visited this imaginary website and has been added to these remarketing lists, If they then leave your website you will want to remarket to them for the opportunity to win the sale back You know they are thinking about buying and with a little nudge you may well convert them into a customer. And that is the essence of remarketing, its about getting the second bite, another approach to win the prospect back. ---- Think of a Recruitment website, if people are looking at IT jobs your Remarketing Search Campaign will bid harder on keywords you know to be relevant as they have browsed IT job listing before If they work for HR it is unlikely they will be looking at job listings but instead the information pages and the blog posts relating to HR issues, this gives you the opportunity to segment your remarketing according to what that person has looked at before. The aim is to deliver highly relevant ads to win clicks
- With a list of people who are on product lists and order confirmation lists we can Creating campaigns to target cross sales and additional product sales. We can even create lists for people who have bought previously and are now looking at other products. These people are your most valuable customers and likely to convert.
- The customer completes their search term and Google checks Adwords to find accounts listing relevant keywords for the search. In this case the search term is “Travel Holiday” so all accounts listing those keywords are entered into an ad auction. Negative Keywords can be used to hide your Ad from any search including a negative keyword, in this case it is Russia, this means you can create targeted Ads to specific groups of people increasing the Relevance of your Ads
- Ad Rank, which ad shows is different with Display Ads, you can configure your customer Demographic Age, Sex, location, You can set the trigger words within the page for your Ads to show And you can select the website or the webpage, like the travel section of the site for your Ad to show.
- So lets look at some Case Studies, Virgin had a problem with their Search Ads campaign not working for them Bidding on keywords like “gift” and “present” was expensive ant to vague and they knew people were shopping around for Experience Days similar to their own so ROI was complex. Virgin set up Remaketing lists for visitors who’d shown more interest by browsing to the location pages on their website and had started pricingup days for groups of people. For people on these lists Virgin were confident enough to bid for keywords like “gift” and present” as they knew the person searching had shown an interest and as its “pay Per Click” they only had to pay if that person clicked on their Ad. They designed Search Ads to entice people back from Google Search by displaying the most relevant provider of experience Days. Given they knew the type of day that had been of interest they were able to cross sell other products as well as the one they’d been browsing. You could call this an unfair advantage as their search campaign knew the kind of experience day the customer was searching for and through remarketing their Ad kept them in the customers eye and the most relevant provider. As you can see this resulted in a great results with a huge increase in conversion and revenue. http://www.icrossing.co.uk/digital-marketing-case-studies-virgin-experience-days-rsla
- Watch Finder is a website that a sells top end watches, both new and pre-loved The problem they faced was a conversion rate of less than 1% of first time site visitors. People were coming on, looking at watches and never returning. To win people back they created 20 lists for Remarketing that profiled people by, location, language, time on site and if they’d filled their basket. These lists were then used to target ads at people who’d been shopped on their sites
- Targeted Ads for the different lists where created and targeted on the City of London and Docklands. Pester power worked on the bankers and sales went up. Average order value on the site has also increased by 13%, resulting in 34% lower CPAs than Watchfinder’s non-brand search campaigns. Across all tactics used, the remarketing list that produced the highest conversion rates, both in terms of goals and transactions, was made up of visitors who browsed for ten minutes or more on their initial site visit without purchasing.
- My name is Iain Macaskill, and thank you for your time. Any Questions…….