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Remarketing with Google Analytics - SES London
 

Remarketing with Google Analytics - SES London

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

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 Remarketing with Google Analytics - SES London Presentation Transcript

  • 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 and audiencesHow to optimise your campaigns @koozai_sam
  • 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://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
  • London| 18–21 February 2013 | #SESLONWhy Advertise Like This? @koozai_sam
  • London| 18–21 February 2013 | #SESLONWhen You Can Advertise Like This? @koozai_sam
  • London| 18–21 February 2013 | #SESLONDid YouKnow?
  • London| 18–21 February 2013 | #SESLON RETARGETED CUSTOMERS ARE 70% MORE LIKELY TO COMPLETE A PURCHASE(Source: http://www.criteo.com/)
  • 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-traffic-drops GA code blocked by ad blocking software Drops vary across industries @koozai_sam
  • Audiences & Goals
  • 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
  • London| 18–21 February 2013 | #SESLONThe Pre-Defined Lists All Visitors Specific Page Goal Specific Section Completions @koozai_sam
  • London| 18–21 February 2013 | #SESLONCustom Built List Examples Location Operating Traffic Source Specific System Revenue Medium Visit Duration Generated
  • 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
  • Optimisation Tips
  • 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
  • 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 Campaign  Enticing visitors back into your site  Ad reinforces the brand and an offer  Example - SEOmoz @koozai_sam
  • London| 18–21 February 2013 | #SESLONVisit Duration > 10 Minutes @koozai_sam
  • 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
  • London| 18–21 February 2013 | #SESLONLeft Basket 10+ Days Ago
  • London| 18–21 February 2013 | #SESLONProduct & Basket Viewed  Subliminal Message Campaign  Highlight specific products or services viewed  Example – Amazon @koozai_sam
  • London| 18–21 February 2013 | #SESLONProduct & Basket Viewed
  • 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
  • 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  After a visitor has converted, entice them back to the site to purchase again  Example – Late Rooms @koozai_sam
  • 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 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
  • 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
  • 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
  • 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- 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