The Right Way to Remarket
Francis Skipper
EVP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.4...
National Public Relations, Social
Media, and Search Marketing Agency
Founded in 2004
Headquartered in Boston and
represent...
75%* of site visitors
leave without buying
on their first visit
http://www.searchenginejournal.com/24-eye-popping-seo-stat...
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...
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
n...
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...
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...
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
–...
What’s Possible Beyond Google
• Opportunity to remarket to people further
down the funnel
• Sophisticated remarketing
• In...
Facebook Exchange
Facebook Exchange
Questions?
The Right Way to Remarket
The Right Way to Remarket:  Converting Your Online Audience to Sales
The Right Way to Remarket:  Converting Your Online Audience to Sales
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. 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

Published in: Business, Technology
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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

    1. 1. The Right Way to Remarket
    2. 2. Francis Skipper EVP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
    3. 3. 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
    4. 4. 75%* of site visitors leave without buying on their first visit http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/
    5. 5. Right Person, Right Time, Right Message
    6. 6. • What is Remarketing? • Remarketing: The Right Way • Q&A aka “Francis, what about ... ?” Agenda
    7. 7. Types of Remarketing
    8. 8. 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
    9. 9. When You Don’t Remarket Your Website Other Sites
    10. 10. 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/
    11. 11. Benefits of Remarketing More relevancy  more leads Coverage (of Google display network) Message evolution
    12. 12. Huge Reach & Relevancy Choose your Environment Discover your Enthusiasts Land your Prospects Remarketing Interest Category Marketing Placement Targeting Keyword Contextual Targeting Audience Scope Strategy
    13. 13. 2. Target Specific Audiences The Right Way 1. Target Specific Audiences
    14. 14. Which needs more convincing to convert? Prioritizing High Cost Items
    15. 15. Target by Demographic 65+ 55 - 64 45 - 54 35 - 44 25 - 34 18 - 24
    16. 16. 2. Target Specific Audience The Right Way 2. Manage Expectations
    17. 17. View Through Conversions
    18. 18. SHOES Cool shoes Organic Search SHOES Conversion Conversion Journey
    19. 19. Top Conversion Path Report
    20. 20. 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
    21. 21. Who Gets the Credit?
    22. 22. All Industries
    23. 23. Retail
    24. 24. EDU
    25. 25. 3. Control the Creepy The Right Way
    26. 26. Puppy Chow, Anyone?
    27. 27. Carpet bomb WHEN BUDGETS DON’T MATTER. OR SALES. OR CUSTOMER SATSIFACTION.
    28. 28. The Right Way: Examples
    29. 29. Cap Member Duration
    30. 30. Cap Frequency 5-7
    31. 31. 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
    32. 32. What’s Possible Beyond Google • Opportunity to remarket to people further down the funnel • Sophisticated remarketing • Incentivizing people down the conversion path
    33. 33. Facebook Exchange
    34. 34. Facebook Exchange
    35. 35. Questions?
    36. 36. The Right Way to Remarket
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