Reach, Follow & Convert With Targeted Remarketing
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The world of remarketing is forever changing and with so many new features being released, it isn’t always easy to stay ahead of the game. Remarketing used in the right way can yield fantastic results for any business. In this presentation, I am going to look into some of the features you may or may not be using. Some of the key lessons include: · Best practices for implementing the code · Creating targeted lists using demographics and conditions · Smart Lists and who should be using them · Optimising tips and techniques for better converting campaigns · Remarketing Lists for Search Ads · Real life example targeting strategies
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Reach, Follow & Convert With Targeted Remarketing
- 1. REACH, FOLLOW & CONVERT WITH REMARKETING BIDDABLE WORLD 2014 By Samantha Noble @Koozai_Sam
- 2. DID YOU KNOW? “Retargeted customers are 70% more likely to complete a purchase than someone who has not been remarketed to”“ Source: Criteo
- 3. WHAT YOU’LL LEARN TODAY
- 4. TYPES OF REMARKETING Display Network Remarketing Search Network Remarketing (RLSA) Dynamic Remarketing (for ecommerce)
- 5. WHAT ARE WE GOING TO LOOK AT? Display Network Remarketing Search Network Remarketing (RLSA)
- 9. ADWORDS VS ANALYTICS Target by landing page only Lists work with RLSAs Target users by page, metrics or demographic Lists do not work with RLSAs Entirely new piece of code Simple update to existing code Lists work with dynamic remarketing (code tweak needed) Lists do not work with dynamic remarketing Create custom combination lists Certain custom combination lists not possible
- 10. BOTH
- 13. THE ADWORDS CODE
- 16. BUT…
- 17. I SEGMENTS!
- 18. Create your own from scratch Import from Advanced Segments
- 19. IMPORT FROM ADVANCED SEGMENTS
- 20. CREATE YOUR OWN
- 21. Technology Traffic Sources Date of First Session Sequences Behaviour Conditions Demographics Metrics & Dimensions
- 22. Demographics
- 23. Female – Age 30 Male - Age 50 USA Music Lover Movie Fanatic
- 24. Conditions
- 25. Create lists for users according to single or multi-session conditions Use And / Or statements to merge the lists together Search similar to Custom Combinations in Google AdWords Network Remarketing Condition Remarketing
- 27. CUSTOM COMBINATIONS 1 • Create all lists in Google Analytics and then use AdWords to build the Custom Combinations 2 • Custom Combination lists are used if you want to target people that have visited ‘X’ but not ‘Y’ 3 • Create a custom audience by combining remarketing lists in an AND, OR or NOT relationship
- 29. Starter Pack of Remarketing Segments
- 30. 500 monthly transactions & 10,000 daily page views
- 31. DID YOU KNOW? “You need at least 100 people in your display remarketing lists to use them.” Source: AdWords
- 37. PLACEMENT REPORT
- 40. RLSA CAMPAIGNS
- 41. WHY RLSAS? “Remarketing Lists for Search Ads allow you to make your search campaigns even more relevant by allowing you to tailor your search-only campaigns to users who have already been to your site.” Source: AdWords
- 44. DID YOU KNOW? “You need at least 1,000 people in your search network remarketing lists (RLSAs) to use them. This is ten times more than display remarketing lists.” Source: AdWords
- 45. GETTING THE RIGHT STRATEGY
- 51. DID YOU KNOW? “One in five marketers now has a dedicated budget for retargeting.” Source: Chango
- 52. FREE WHITEPAPERS
- 53. LOADS MORE FREE TIPS AND ADVICE
- 55. THANK YOU FOR LISTENING @Koozai_Sam sam.noble@koozai.com 0845 485 1262 koozai.com
- 56. IMAGE CREDITS Slide 7 - http://www.bigstockphoto.com/image-47000122/stock-photo-privacy-policy-concept Slide 10 - http://www.bigstockphoto.com/image-40193056/stock-photo-child-with-many-question-marks Slide 11 - Google Analytics Slide 18 - http://www.bigstockphoto.com/image-52207642/stock-photo-two-dogs-very-close-together Slide 23 - http://www.bigstockphoto.com/image-62231063/stock-photo-group-of-multi-ethnic-colorful-world-people- connected-with-speech-bubbles Slide 26 - http://www.bigstockphoto.com/image-44303560/stock-photo-businessman-with-binoculars-spying-on-competitors Slide 28 - http://www.bigstockphoto.com/image-4797552/stock-vector-membership Slide 30 - http://www.bigstockphoto.com/image-36437476/stock-photo-little-boy-in-spectacles-and-suit-lying-on- a-floor-with-a-diary-isolated-over-white-background
- 57. RESOURCE CREDITS Slide 2 - Criteo Slide 29 - Remarketing Starter Pack http://kooz.ai/remarketing-starter-pack Slide 31 - AdWords Slide 40 - AdWords Slide 42 - RLSA Campaign Guide by Tara West, Koozai http://kooz.ai/rsla-strategies Slide 53 - Chango Remarketing Report http://www.chango.com/resources/whitepapers/the-retargeting-barometer- report-q4-2013 Slide 55 - Koozai Whitepapers http://kooz.ai/free-whitepapers Slide 56 - Koozai Write Up including slides - TBC
Notas do Editor
- http://www.bigstockphoto.com/image-47000122/stock-photo-privacy-policy-concept
- Bigstock: bigstock-Child-with-many-question-marks-40193056
- Image: Google Analytics
- http://www.bigstockphoto.com/image-52207642/stock-photo-two-dogs-very-close-together
- http://www.bigstockphoto.com/image-62231063/stock-photo-group-of-multi-ethnic-colorful-world-people-connected-with-speech-bubbles
- http://www.bigstockphoto.com/image-44303560/stock-photo-businessman-with-binoculars-spying-on-competitors
- http://www.bigstockphoto.com/image-4797552/stock-vector-membership
- http://www.bigstockphoto.com/image-36437476/stock-photo-little-boy-in-spectacles-and-suit-lying-on-a-floor-with-a-diary-isolated-over-white-background
- Exclude previous site visitors from being shown your Brand campaign ads (reduce the likelihood of your brand campaign being Use it on brand term to apply it to brand terms and customise landing page based on what page the user previously looked at – eg if the user visited the shoes page and then searched for your brand, you could have a brand campaign which has the RLSA for visitors of shoes page, and then land the user on a shoes page rather than the Home page which you might otherwise be landing brand search visitors on, or even an offers page to persuade the purchase. Quite complicated at the mo as its new so I’ve written a detailed blog post about it which you can find here…
- http://www.chango.com/resources/whitepapers/the-retargeting-barometer-report-q4-2013
- If you have a members only area target people who you know are members to get them involved in other products eg a gym where the members can access booking areas could remarket their new Zumba classes EXAMPLE Virgin Active
- Use Remarketing to drive footfall into a physical store – if someone looks at your address page or store locater page they are likely going to make an offline purchase so you could remarket to them with an ad specific to the store location page they viewed and with a discount code or incentive to come into the store. If you can’t afford a discount even just show a friendly looking ad saying ‘come and visit us’ EXAMPLE Wagamama’s could promote to people who viewed a specific restaurant page for that particular restaurant and include a discount code for their next visit http://www.wagamama.com/restaurants/southampton or promoting the fact they offer takeout.
- Remarket by device: if a user visited your site on their mobile you could remarket to them to promote your ap, for example ODEON cinemas App
- Affinity categories: these are visitors to your site who fit into certain categories such as beauty – it can narrow down your targeting eg if Subway launched a new sub flavour for those who are health conscious they could choose people interested in health and fitness that have previously visited their site
- for example Debenhams could remarket to all users who viewed their DIOR category page and could target the keyword DIOR on its own as they know the visitors are already qualified – otherwise this term might be too generic in normal search marketing as could be clothes or cosmetics. Do it in addition to other remarketing and search campaigns. Massive conversion rates…
- http://www.chango.com/resources/whitepapers/the-retargeting-barometer-report-q4-2013
- http://www.bigstockphoto.com/image-10913399/stock-photo-contact