Winning PPC TacticsPPC Remarketing with GoogleSamantha NobleKoozaiMarketing DirectorLondon| 18–21 February
London| 18–21 February 2013 | #SESLON   What You Will LearnHow to kick start your remarketing How to build targeted lists ...
PLUS    1 Dashboard5 Lists & Strategies 16 Takeaway Tips
London| 18–21 February 2013 | #SESLONDid YouKnow?
London| 18–21 February 2013 | #SESLON                   20%OF ADWORDS TRAFFIC IS VIAGOOGLE DISPLAY NETWORK (Source: http:/...
London| 18–21 February 2013 | #SESLONWhy Advertise Like This?                                        @koozai_sam
London| 18–21 February 2013 | #SESLONWhen You Can Advertise Like This?                                            @koozai_...
London| 18–21 February 2013 | #SESLONDid YouKnow?
London| 18–21 February 2013 | #SESLON                                    RETARGETED                                   CUST...
London| 18–21 February 2013 | #SESLON
Implementing Remarketing
London| 18–21 February 2013 | #SESLONWhy Analytics Over AdWords Code?                                           @koozai_sam
London| 18–21 February 2013 | #SESLONThe Code                               @koozai_sam
London| 18–21 February 2013 | #SESLONUpdating With Ease
London| 18–21 February 2013 | #SESLON                        @koozai_sam
London| 18–21 February 2013 | #SESLONDrops in recorded GA traffic   Some sites up to 50% drophttp://kooz.ai/analytics-traf...
Audiences & Goals
London| 18–21 February 2013 | #SESLONCampaign Goals 1.   Brand Engagement 2.   Brand Awareness 3.   Visitor Nurturing 4.  ...
London| 18–21 February 2013 | #SESLONThe Pre-Defined Lists   All Visitors     Specific Page                       Goal Spe...
London| 18–21 February 2013 | #SESLONCustom Built List Examples  Location    Operating                 Traffic Source  Spe...
London| 18–21 February 2013 | #SESLONCombination List Examples           Viewed Product                   Started         ...
Optimisation    Tips
London| 18–21 February 2013 | #SESLON             The Process                  BuildDecide on                             ...
London| 18–21 February 2013 | #SESLONTop Optimisation Tips
London| 18–21 February 2013 | #SESLONTop Optimisation Tips
5 Lists& Strategies
London| 18–21 February 2013 | #SESLONVisit Duration > 10 Minutes                Visitor Nurturing                 Campaig...
London| 18–21 February 2013 | #SESLONVisit Duration > 10 Minutes                                         @koozai_sam
London| 18–21 February 2013 | #SESLONLeft Basket 10+ Days Ago              Customer Offer               Campaign         ...
London| 18–21 February 2013 | #SESLONLeft Basket 10+ Days Ago
London| 18–21 February 2013 | #SESLONProduct & Basket Viewed              Subliminal Message               Campaign      ...
London| 18–21 February 2013 | #SESLONProduct & Basket Viewed
London| 18–21 February 2013 | #SESLONPage Viewed for 2+ Minutes               Product or Service                Promotion...
London| 18–21 February 2013 | #SESLONPage Viewed for 2+ Minutes                                        @koozai_sam
London| 18–21 February 2013 | #SESLONConverted 50 Days Ago            Cross Sell or Upsell             Campaign          ...
London| 18–21 February 2013 | #SESLONConverted 50 Days Ago
Remarketing Dashboard
London| 18–21 February 2013 | #SESLONRemarketing Dashboard
16 Final Tips
London| 18–21 February 2013 | #SESLON    Only run one piece of code, preferably Analytics        Update Privacy Policy to ...
London| 18–21 February 2013 | #SESLON  Create separate campaigns per target audience/ad  Expect to see a low CTR but high ...
London| 18–21 February 2013 | #SESLON                  Who Does                 Google Think IWho Does Google Think You Ar...
London| 18–21 February 2013 | #SESLONQUESTIONS?   @Koozai_Sam   sam.noble@koozai.com   0845 453 1234
London| 18–21 February 2013 | #SESLON              Image Credits Slide 15 - http://www.istockphoto.com/stock-photo-  1376...
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Remarketing with Google Analytics - SES London

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Slides from Samantha Noble's presentation at SES London in February 2013

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  • Image credit - http://www.istockphoto.com/stock-photo-1376675-my-privacy-02.php?st=15a4339
  • Image credit - http://www.istockphoto.com/stock-photo-16696389-flat-line-alert-on-heart-monitor.php?st=282f069
  • Image credit - http://www.istockphoto.com/stock-photo-5641082-write-right-here.php?st=d8abee4
  • Image credit - http://www.istockphoto.com/stock-photo-21184088-production-line.php?st=d32f211
  • http://www.istockphoto.com/stock-photo-2755371-baby-expressions.php?st=16c0af9
  • Remarketing with Google Analytics - SES London

    1. 1. Winning PPC TacticsPPC Remarketing with GoogleSamantha NobleKoozaiMarketing DirectorLondon| 18–21 February
    2. 2. London| 18–21 February 2013 | #SESLON What You Will LearnHow to kick start your remarketing How to build targeted lists and audiencesHow to optimise your campaigns @koozai_sam
    3. 3. PLUS 1 Dashboard5 Lists & Strategies 16 Takeaway Tips
    4. 4. London| 18–21 February 2013 | #SESLONDid YouKnow?
    5. 5. London| 18–21 February 2013 | #SESLON 20%OF ADWORDS TRAFFIC IS VIAGOOGLE DISPLAY NETWORK (Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
    6. 6. London| 18–21 February 2013 | #SESLONWhy Advertise Like This? @koozai_sam
    7. 7. London| 18–21 February 2013 | #SESLONWhen You Can Advertise Like This? @koozai_sam
    8. 8. London| 18–21 February 2013 | #SESLONDid YouKnow?
    9. 9. London| 18–21 February 2013 | #SESLON RETARGETED CUSTOMERS ARE 70% MORE LIKELY TO COMPLETE A PURCHASE(Source: http://www.criteo.com/)
    10. 10. London| 18–21 February 2013 | #SESLON
    11. 11. Implementing Remarketing
    12. 12. London| 18–21 February 2013 | #SESLONWhy Analytics Over AdWords Code? @koozai_sam
    13. 13. London| 18–21 February 2013 | #SESLONThe Code @koozai_sam
    14. 14. London| 18–21 February 2013 | #SESLONUpdating With Ease
    15. 15. London| 18–21 February 2013 | #SESLON @koozai_sam
    16. 16. London| 18–21 February 2013 | #SESLONDrops in recorded GA traffic Some sites up to 50% drophttp://kooz.ai/analytics-traffic-drops GA code blocked by ad blocking software Drops vary across industries @koozai_sam
    17. 17. Audiences & Goals
    18. 18. London| 18–21 February 2013 | #SESLONCampaign Goals 1. Brand Engagement 2. Brand Awareness 3. Visitor Nurturing 4. Cross Sell & Upsell 5. Customer Engagement 6. Offer Promotion @koozai_sam
    19. 19. London| 18–21 February 2013 | #SESLONThe Pre-Defined Lists All Visitors Specific Page Goal Specific Section Completions @koozai_sam
    20. 20. London| 18–21 February 2013 | #SESLONCustom Built List Examples Location Operating Traffic Source Specific System Revenue Medium Visit Duration Generated
    21. 21. London| 18–21 February 2013 | #SESLONCombination List Examples Viewed Product Started > Did Not Checkout Convert > Left the Site Added Product Viewed Blog > to Basket Did Not View > Left the Service Page Checkout @koozai_samBest practice: Build combination lists in AdWords using Analytics lists
    22. 22. Optimisation Tips
    23. 23. London| 18–21 February 2013 | #SESLON The Process BuildDecide on Create Targeted Goal Quality Ads Audiences On-going Monitor and StartRefinement Optimise Campaigns @koozai_sam
    24. 24. London| 18–21 February 2013 | #SESLONTop Optimisation Tips
    25. 25. London| 18–21 February 2013 | #SESLONTop Optimisation Tips
    26. 26. 5 Lists& Strategies
    27. 27. London| 18–21 February 2013 | #SESLONVisit Duration > 10 Minutes  Visitor Nurturing Campaign  Enticing visitors back into your site  Ad reinforces the brand and an offer  Example - SEOmoz @koozai_sam
    28. 28. London| 18–21 February 2013 | #SESLONVisit Duration > 10 Minutes @koozai_sam
    29. 29. London| 18–21 February 2013 | #SESLONLeft 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. 30. London| 18–21 February 2013 | #SESLONLeft Basket 10+ Days Ago
    31. 31. London| 18–21 February 2013 | #SESLONProduct & Basket Viewed  Subliminal Message Campaign  Highlight specific products or services viewed  Example – Amazon @koozai_sam
    32. 32. London| 18–21 February 2013 | #SESLONProduct & Basket Viewed
    33. 33. London| 18–21 February 2013 | #SESLONPage Viewed for 2+ Minutes  Product or Service Promotion Campaign  For pages engaged with for more than two minutes  Example – Booking.com @koozai_sam
    34. 34. London| 18–21 February 2013 | #SESLONPage Viewed for 2+ Minutes @koozai_sam
    35. 35. London| 18–21 February 2013 | #SESLONConverted 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. 36. London| 18–21 February 2013 | #SESLONConverted 50 Days Ago
    37. 37. Remarketing Dashboard
    38. 38. London| 18–21 February 2013 | #SESLONRemarketing Dashboard
    39. 39. 16 Final Tips
    40. 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 internalGet 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. 41. London| 18–21 February 2013 | #SESLON Create separate campaigns per target audience/ad Expect to see a low CTR but high Conversion RateSend 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. 42. London| 18–21 February 2013 | #SESLON Who Does Google Think IWho Does Google Think You Are? Am? http://www.google.com/ads/preferences/ @koozai_sam
    43. 43. London| 18–21 February 2013 | #SESLONQUESTIONS? @Koozai_Sam sam.noble@koozai.com 0845 453 1234
    44. 44. London| 18–21 February 2013 | #SESLON Image Credits Slide 15 - http://www.istockphoto.com/stock-photo- 1376675-my-privacy-02.php?st=15a4339 Slide 16 - http://www.istockphoto.com/stock-photo- 16696389-flat-line-alert-on-heart-monitor.php?st=282f069 Slide 18 - http://www.istockphoto.com/stock-photo- 5641082-write-right-here.php?st=d8abee4 Slide 23 - http://www.istockphoto.com/stock-photo- 21184088-production-line.php?st=d32f211 Slide 42 - http://www.istockphoto.com/stock-photo- 2755371-baby-expressions.php?st=16c0af9 @koozai_sam
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