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

3.
PLUS
1 Dashboard
5 Lists & Strategies
16 Takeaway Tips

4.
London| 18–21 February 2013 | #SESLON
Did You
Know?

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)

6.
London| 18–21 February 2013 | #SESLON
Why Advertise Like This?
@koozai_sam

7.
London| 18–21 February 2013 | #SESLON
When You Can Advertise Like This?
@koozai_sam

8.
London| 18–21 February 2013 | #SESLON
Did You
Know?

9.
London| 18–21 February 2013 | #SESLON
RETARGETED
CUSTOMERS ARE
70%
MORE LIKELY TO COMPLETE
A PURCHASE
(Source: http://www.criteo.com/)

10.
London| 18–21 February 2013 | #SESLON

11.
Implementing
Remarketing

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London| 18–21 February 2013 | #SESLON
Why Analytics Over AdWords Code?
@koozai_sam

13.
London| 18–21 February 2013 | #SESLON
The Code
@koozai_sam

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London| 18–21 February 2013 | #SESLON
Updating With Ease

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London| 18–21 February 2013 | #SESLON
@koozai_sam

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

17.
Audiences
& Goals

18.
London| 18–21 February 2013 | #SESLON
Campaign Goals
1.
2.
3.
4.
5.
6.
Brand Engagement
Brand Awareness
Visitor Nurturing
Cross Sell & Upsell
Customer Engagement
Offer Promotion
@koozai_sam

19.
London| 18–21 February 2013 | #SESLON
The Pre-Defined Lists
All Visitors
Specific Page
Specific Section
Goal
Completions
@koozai_sam

20.
London| 18–21 February 2013 | #SESLON
Custom Built List Examples
Location
Specific
Medium
Operating
System
Traffic Source
Visit Duration
Revenue
Generated

21.
London| 18–21 February 2013 | #SESLON
Combination List Examples
Viewed Product
> Did Not
Convert
Started
Checkout
> Left the Site
Added Product
to Basket
> Left the
Checkout
Viewed Blog >
Did Not View
Service Page
@koozai_sam
Best practice: Build combination lists in AdWords using Analytics lists

22.
Optimisation
Tips

23.
London| 18–21 February 2013 | #SESLON
The Process
Decide on
Goal
Build
Targeted
Audiences
Create
Quality Ads
On-going
Refinement
Monitor and
Optimise
Start
Campaigns
@koozai_sam

24.
London| 18–21 February 2013 | #SESLON
Top Optimisation Tips

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London| 18–21 February 2013 | #SESLON
Top Optimisation Tips

26.
5 Lists
& Strategies

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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

28.
London| 18–21 February 2013 | #SESLON
Visit Duration > 10 Minutes
@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

30.
London| 18–21 February 2013 | #SESLON
Left Basket 10+ Days Ago

31.
London| 18–21 February 2013 | #SESLON
Product & Basket Viewed
 Subliminal Message
Campaign
 Highlight specific
products or services
viewed
 Example – Amazon
@koozai_sam

32.
London| 18–21 February 2013 | #SESLON
Product & Basket Viewed

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

34.
London| 18–21 February 2013 | #SESLON
Page Viewed for 2+ Minutes
@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

36.
London| 18–21 February 2013 | #SESLON
Converted 50 Days Ago

37.
Remarketing
Dashboard

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London| 18–21 February 2013 | #SESLON
Remarketing Dashboard

39.
16 Final Tips

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

43.
London| 18–21 February 2013 | #SESLON
QUESTIONS?
@Koozai_Sam
sam.noble@koozai.com
0845 453 1234

44.
London| 18–21 February 2013 | #SESLON
Image Credits
 Slide 15 - http://www.istockphoto.com/stock-photo1376675-my-privacy-02.php?st=15a4339
 Slide 16 - http://www.istockphoto.com/stock-photo16696389-flat-line-alert-on-heart-monitor.php?st=282f069
 Slide 18 - http://www.istockphoto.com/stock-photo5641082-write-right-here.php?st=d8abee4
 Slide 23 - http://www.istockphoto.com/stock-photo21184088-production-line.php?st=d32f211
 Slide 42 - http://www.istockphoto.com/stock-photo2755371-baby-expressions.php?st=16c0af9
@koozai_sam