REACH, FOLLOW & CONVERT 
WITH REMARKETING 
BIDDABLE WORLD 2014 
By Samantha Noble @Koozai_Sam
DID YOU KNOW? 
“Retargeted customers are 70% 
more likely to complete a 
purchase than someone who has 
not been remarkete...
WHAT YOU’LL 
LEARN TODAY
TYPES OF 
REMARKETING 
Display 
Network 
Remarketing 
Search 
Network 
Remarketing 
(RLSA) 
Dynamic 
Remarketing 
(for 
ec...
WHAT ARE WE 
GOING TO LOOK AT? 
Display 
Network 
Remarketing 
Search 
Network 
Remarketing 
(RLSA)
IMPLEMENTING 
THE CODE
ADWORDS VS ANALYTICS 
Target by landing page only 
Lists work with RLSAs 
Target users by page, 
metrics or demographic 
L...
BOTH
THE 
ANALYTICS CODE
THE 
ADWORDS CODE
CREATING YOUR 
LISTS
LIST TYPE 
SELECTION
BUT…
I 
SEGMENTS!
Create your own 
from scratch 
Import from 
Advanced 
Segments
IMPORT FROM 
ADVANCED SEGMENTS
CREATE YOUR OWN
Technology 
Traffic 
Sources 
Date of First 
Session 
Sequences 
Behaviour 
Conditions 
Demographics 
Metrics & Dimensions
Demographics
Female – 
Age 30 
Male - Age 50 
USA 
Music Lover 
Movie 
Fanatic
Conditions
Create lists for 
users according to 
single or multi-session 
conditions 
Use And / Or 
statements to 
merge the lists 
t...
CUSTOM 
COMBINATIONS 
1 
• Create all lists in Google Analytics and then use 
AdWords to build the Custom Combinations 
2 ...
Starter Pack 
of 
Remarketing 
Segments
500 monthly 
transactions 
& 10,000 
daily page 
views
DID YOU KNOW? 
“You need at least 100 people in 
your display remarketing lists to 
use them.” 
Source: AdWords
OPTIMISE, 
OPTIMISE
REMARKETING 
OPTIMISATION
REMARKETING 
OPTIMISATION
FREQUENCY CAPPING
LOST IMPRESSION 
SHARE
PLACEMENT REPORT
SITE 
CATEGORY OPTIONS
SITE 
CATEGORY OPTIONS
RLSA 
CAMPAIGNS
WHY RLSAS? 
“Remarketing Lists for Search Ads 
allow you to make your search 
campaigns even more relevant by 
allowing yo...
EXAMPLE RLSA 
STRATEGIES
DID YOU KNOW? 
“You need at least 1,000 people in 
your search network remarketing 
lists (RLSAs) to use them. This is 
te...
GETTING THE 
RIGHT STRATEGY
DID YOU KNOW? 
“One in five marketers now has a 
dedicated budget for retargeting.” 
Source: Chango
FREE 
WHITEPAPERS
LOADS MORE FREE 
TIPS AND ADVICE
THANK YOU FOR LISTENING 
@Koozai_Sam 
sam.noble@koozai.com 
0845 485 1262 
koozai.com
IMAGE CREDITS 
Slide 7 - http://www.bigstockphoto.com/image-47000122/stock-photo-privacy-policy-concept 
Slide 10 - http:/...
RESOURCE CREDITS 
Slide 2 - Criteo 
Slide 29 - Remarketing Starter Pack http://kooz.ai/remarketing-starter-pack 
Slide 31 ...
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
Reach, Follow and Convert with Targeted Remarketing #BiddableWorld
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Reach, Follow and Convert with Targeted Remarketing #BiddableWorld

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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

Published in: Marketing
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  • 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
  • Reach, Follow and Convert with Targeted Remarketing #BiddableWorld

    1. 1. REACH, FOLLOW & CONVERT WITH REMARKETING BIDDABLE WORLD 2014 By Samantha Noble @Koozai_Sam
    2. 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. 3. WHAT YOU’LL LEARN TODAY
    4. 4. TYPES OF REMARKETING Display Network Remarketing Search Network Remarketing (RLSA) Dynamic Remarketing (for ecommerce)
    5. 5. WHAT ARE WE GOING TO LOOK AT? Display Network Remarketing Search Network Remarketing (RLSA)
    6. 6. IMPLEMENTING THE CODE
    7. 7. 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
    8. 8. BOTH
    9. 9. THE ANALYTICS CODE
    10. 10. THE ADWORDS CODE
    11. 11. CREATING YOUR LISTS
    12. 12. LIST TYPE SELECTION
    13. 13. BUT…
    14. 14. I SEGMENTS!
    15. 15. Create your own from scratch Import from Advanced Segments
    16. 16. IMPORT FROM ADVANCED SEGMENTS
    17. 17. CREATE YOUR OWN
    18. 18. Technology Traffic Sources Date of First Session Sequences Behaviour Conditions Demographics Metrics & Dimensions
    19. 19. Demographics
    20. 20. Female – Age 30 Male - Age 50 USA Music Lover Movie Fanatic
    21. 21. Conditions
    22. 22. 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
    23. 23. 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
    24. 24. Starter Pack of Remarketing Segments
    25. 25. 500 monthly transactions & 10,000 daily page views
    26. 26. DID YOU KNOW? “You need at least 100 people in your display remarketing lists to use them.” Source: AdWords
    27. 27. OPTIMISE, OPTIMISE
    28. 28. REMARKETING OPTIMISATION
    29. 29. REMARKETING OPTIMISATION
    30. 30. FREQUENCY CAPPING
    31. 31. LOST IMPRESSION SHARE
    32. 32. PLACEMENT REPORT
    33. 33. SITE CATEGORY OPTIONS
    34. 34. SITE CATEGORY OPTIONS
    35. 35. RLSA CAMPAIGNS
    36. 36. 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
    37. 37. EXAMPLE RLSA STRATEGIES
    38. 38. 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
    39. 39. GETTING THE RIGHT STRATEGY
    40. 40. DID YOU KNOW? “One in five marketers now has a dedicated budget for retargeting.” Source: Chango
    41. 41. FREE WHITEPAPERS
    42. 42. LOADS MORE FREE TIPS AND ADVICE
    43. 43. THANK YOU FOR LISTENING @Koozai_Sam sam.noble@koozai.com 0845 485 1262 koozai.com
    44. 44. 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
    45. 45. 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
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