The Right Way to Remarket:  Converting Your Online Audience to Sales
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The Right Way to Remarket: Converting Your Online Audience to Sales

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It’s a fact - the vast majority of visitors to your website don’t immediately covert to sales. But, these first time visitors are often only a few steps away from becoming loyal, paying customers. ...

It’s a fact - the vast majority of visitors to your website don’t immediately covert to sales. But, these first time visitors are often only a few steps away from becoming loyal, paying customers. How can you make sure that this prime audience doesn’t forget about your product?



In this webinar, hosted by Executive Vice President Francis Skipper, we’ll discuss how remarketing enables you to increase your online conversions by helping close the deal with customers who were not ready to make a purchase the first time around. Attendees will learn:

What remarketing is and how it works
Why to remarket
Remarketing etiquette – the right way to remarket
Remarketing in action – client case studies

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  • Right person, right time, right message
  • - Showing your ads to users who have previously visited your website but have not taken action as they browse other sites across the Google Content Networkyou can continue marketing to people who are well aware of your brand and, thus, are more likely to buy from yougreat way to recapture those lost opportunitiesA way to show ads to people who visited your website but did not convertRemarketing is a powerful way to stay engaged with your target audience and radically improves ROI for your marketing campaigns
  • Staples Example:I go to Staples looking for a red stapler.I find one I like and decide to add it to my cartNot wanting to make the purchase right away, I check my Facebook for new updates and BAM – seconds after adding that stapler to my cart, there it is – the EXACT one - haunting me on my FB page
  • Added notes by Ana* More relevancy=more leads. Youre only serving ads to those who have visited your site. This is much more effective then serving ads to a variety of people that are in your customer demographic – which is the common strategy for traditional display ads.Coverage- Your creating coverage off of your site. If you’re not there… your competitor willMessage evolution – you can control the message you send to an individual throughout the time you are remarketing. Tailor the message based on how long its been since they’ve been to you site
  • Is it worth it to spend lots of ad money on low cost item
  • Assist (usually) rather than direct conversion
  • Customer experiences aren’t all equalAverage person converts after 8 touchesConversion path (all the different ways people end up converting)Which channel gets the credit? Usually people see ad, don’t click on them but later come back for transaction
  • In this Top Conversion Paths report provided by Google analytics, you can see all the various paths a visitor took to eventually convert on the site. You can see that some converted after visiting the site twice on a paid ad and then some searched organically and then bookmarked your site and then later converted.
  • Conversion journeys
  • how long you’d like to store a cookie in someone’s computer and target him or her. There are many different strategies to selecting membership duration. You want to think about your business and your goals when selecting membership duration. They can last up to 180 days.Do you have an e-commerce site that people only buy from once every three months? You should extend your membership duration to 90 days.Do you have a service that requires people to sign up again after 30 days? Try a 60-day membership so you know they’re getting heavily targeted if they forget to renew directly after 30 days.You are always at risk of annoying people if you show them your ad too much all over the Internet.
  • no hard and fast rule, but a good guideline is to set a limit of 5-7 impressions
  • Control the creepy by delivering the appropriate message. Think of what will entice your searcher to come back and where they are in the conversion process before serving them random ads
  • Search through Google Network
  • Intro to 451 Marketing

The Right Way to Remarket:  Converting Your Online Audience to Sales The Right Way to Remarket: Converting Your Online Audience to Sales Presentation Transcript

  • The Right Way to Remarket
  • Francis Skipper EVP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
  • National Public Relations, Social Media, and Search Marketing Agency Founded in 2004 Headquartered in Boston and representing Los Angeles, New York, San Diego, and Las Vegas Recognized as a 2011, 2012, 2013 an award recognizing the fastest growing private companies headquartered in Massachusetts About 451 Marketing
  • 75%* of site visitors leave without buying on their first visit http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/
  • Right Person, Right Time, Right Message
  • • What is Remarketing? • Remarketing: The Right Way • Q&A aka “Francis, what about ... ?” Agenda
  • Types of Remarketing
  • 2. Google places a “cookie” in user’s browser showing they visited your site What is Remarketing? 5. User clicks on ad and returns to your website 1. User visits your website but does not convert 4. Cookie triggers ad 3. User leaves your site and navigates through other sites in Google Display Network
  • When You Don’t Remarket Your Website Other Sites
  • Retargeted consumers are nearly 70% more likely to complete a purchase and spend on average 50% more than as compared to non-retargeted consumers. http://www.sempdx.org/blog/business/searchfest-2012-display-and-remarketing-wjoanna-lord-and-adam-berke/
  • Benefits of Remarketing More relevancy  more leads Coverage (of Google display network) Message evolution
  • Huge Reach & Relevancy Choose your Environment Discover your Enthusiasts Land your Prospects Remarketing Interest Category Marketing Placement Targeting Keyword Contextual Targeting Audience Scope Strategy
  • 2. Target Specific Audiences The Right Way 1. Target Specific Audiences
  • Which needs more convincing to convert? Prioritizing High Cost Items
  • Target by Demographic 65+ 55 - 64 45 - 54 35 - 44 25 - 34 18 - 24
  • 2. Target Specific Audience The Right Way 2. Manage Expectations
  • View Through Conversions
  • SHOES Cool shoes Organic Search SHOES Conversion Conversion Journey
  • Top Conversion Path Report
  • Who Gets the Credit? Organic Search PPC AdDisplay Ad Conversion Facebook Ad Direct Search PPC Ad Facebook Ad Direct Search Display Ad PPC Ad Direct Search
  • Who Gets the Credit?
  • All Industries
  • Retail
  • EDU
  • 3. Control the Creepy The Right Way
  • Puppy Chow, Anyone?
  • Carpet bomb WHEN BUDGETS DON’T MATTER. OR SALES. OR CUSTOMER SATSIFACTION.
  • The Right Way: Examples
  • Cap Member Duration
  • Cap Frequency 5-7
  • The Appropriate Message Cool Shoes I could really use those shoes for that wedding I should shop around first Aww shucks – I want em. I’m buying them
  • What’s Possible Beyond Google • Opportunity to remarket to people further down the funnel • Sophisticated remarketing • Incentivizing people down the conversion path
  • Facebook Exchange
  • Facebook Exchange
  • Questions?
  • The Right Way to Remarket