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Smn acquisio-using-remarketing-to-drive-increased-display-ad-results

  1. 1. Using Remarketing to Drive Increased Display Ad ResultsA Search Marketing Now E-Book
  2. 2. Using Remarketing to Drive Increased Display Ad Results IntroductionO wners of web-based businesses have learned to live with the fact that most visitors leave without converting. The percentage of site visitors that stay on the site and take action – buy a product or submit a lead form – is often just 5-10% of the total.The reasons are simple and varied. Many visitors are comparison-shopping and visit several sites beforeconverting. Others leave because they find sites difficult to navigate or confusing.But there’s an important segment that is most sorely-missed, made up of people who are close to making aconversion decision, but the timing is wrong. They might have been distracted just before converting, or theyneed to make one more price comparison before finalizing their decision.Advertising technology companies like DoubleClick attempted to address this issue in the late 1990’s. TheirBoomerang technology allowed site owners to “tag” site visitors by storing a small file called a “cookie” on thevisitor’s computer. Thereafter, whenever the person tagged visited a site within DoubleClick’s ad network, theywould see ads attempting to draw the visitor back to the original site. This capability was called “retargeting.”For a number of reasons, use of such technologies was constrained to a small number of large advertisers. Thetechnology tools were expensive and difficult to operate. The ad networks capable of retargeting reached a smallpercentage of sites and visitors representing most advertisers’ target audiences.In late 2009, Google unveiled the grandchild of Boomerang. They had acquired the DoubleClick technology andmade it available to all Google AdWords advertisers, calling the capability “remarketing.” And while retargetingcapabilities are built into several smaller add networks, Google can be credited with popularizing the technologyby virtue of the large number of AdWords advertisers, and Google’s deft incorporation of an easy-to-useretargeting control panel within AdWords.This eBook describes the steps necessary to set up and run Google AdWords remarketing campaigns. Thefundamental principles, however, can be applied to retargeting campaigns on any other ad platform.The following people made a valuable contribution to this report: David Szetela, owner and CEO of Clix Marketing,a search and social marketing agency; Carrie Hill, director of search strategies and client services at BlizzardInternet Marketing; and Brad Geddes, founder of Certified Knowledge, a company dedicated to PPC education andtraining. Thanks also go to Lynn Russo Whylly for editing this report. n2 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350
  3. 3. Using Remarketing to Drive Increased Display Ad ResultsA Remarketing the remarketing message and landing page can be customized to match the identified behavior.Campaign in Action Since remarketing ads are so relevant, so closely relatedA dvertising technology providers have to the ad viewer’s behavior on the advertiser’s site, that implemented three different kinds of retargeting ad CTRs (click-through-rates) and conversion rates are capabilities. frequently much higher than traditional, less-relevant display ads. n1. Creative Retargeting ensures that, after a personsimply views an ad on a web page, they are presentedwith an ad from the same advertiser as they visit other A Remarketingsites within the same ad network. Campaign in Action2. Keyword Retargeting determines the keywords or Hsearch queries employed by a user, and as the user visits ere is a visual walk-through of what aother sites within the same ad network, they see ads remarketing campaign would look like.pertaining to those keywords. Remember, the purpose of remarketing is to3. Site Retargeting is the type described in the first locate people who were previously on your website andsection of this eBook: once a user visits an advertiser’s entice them to come back, so your ad message shouldsite, they see the site owners ads as they traverse other acknowledge this and give them an incentive to return.sites within the same ad network. Note that remarketing ads can be text- or display-based.Google AdWords Remarketing allows a site owner toidentify subsets of site visitors who visit different pageswithin the site. So the site owner can serve different ads to: • Those who did not convert • Those who converted • Those who signed up for an email newsletter • Those who abandoned a shopping cart • Those who signed up for a trial subscriptionImagine that a prospect we’ll call Sue visits her favorite Once a person clicks on the ad, they should end up ononline discount site and looks at site pages related to a relevant landing page with the same customized offerboots, but leaves without making a purchase. She then to this specific segment:goes to her favorite entertainment site to catch up onthe latest celebrity news. While there, she sees an adfor boots from the discount site she previously visited.Because of her initial interest in boots, this ad is veryrelevant and timely, and catches her attention. She clickson the ad, which takes her back to the discount site,where she decides to purchase the boots. That’s thevalue of remarketing – driving people back to the originalsite to make a purchase or a conversion.Using remarketing capabilities, the site owner can evenmake complementary offers. For example, the siteowner could have tagged Sue after she purchased theboots, and subsequently display ads featuring matchingaccessories like gloves.So ads can be very specific to the visitor’s initial The message can also be customized based on eachbehavior. Ads can be displayed only to visitors who visitor’s history, and marketers can create different adsabandoned the shopping process, or only to visitors for different segments. In the example below, the visitorwho visited a specific department on the site. Then, looked at a custom backpack with a photo option:3 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350
  4. 4. Using Remarketing to Drive Increased Display Ad Results Here’s a more subtle approach. This ad targets the area a person visited but doesn’t outwardly acknowledge it.Again, the offer continues through to the landing page: Building an interactive ad is as easy as point and click. If you have a simple photo resizing program (you can even use a web-based program like PicNik) you canHere’s an example of an ad speaking to people who build some great ads. Marketers with limited codingabandoned their shopping cart: skills can create ads that feature slideshows and rotating messages, videos, peel-away ads and more. Note that these ads took just five minutes to build in six different sizes. Even if this marketer chooses not to use remarketing, the display ad builder is a great tool – and something that can be used to quickly build ads just by grabbing a JPEG of the ad. Make sure all of your ads have a clear call to action. Think of them as billboards, so don’t clutter the creative.On the landing page, an offer entices them to complete And make it very clear what you’re selling!the purchase: Finally, be sure to Test! Test! Test! If you’re new to display ads and remarketing, make sure you are testing your messages, images and calls to action. Start with two different creatives and themes and test them. Once there is a clear winner, you’re ready to go. Now let’s begin building your remarketing campaign. n4 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350
  5. 5. Using Remarketing to Drive Increased Display Ad ResultsGetting Started Note that not all content sites support image ads, so including a text ad in your ad group (or evenB duplicating the entire ad group so one group has efore getting started, we review Google’s images and is just text) allows you to be able to bid remarketing program policy for privacy to ensure based upon the ad type and audience combination. all the requirements are met. You can find it underthe “Audiences” tab. Three. To define the audience you want to target, start by selecting an “ad group.” We suggest you create a special ad group within a special campaign before starting this process.To set up a Google AdWords remarketing campaign,follow these steps:One. In the AdWords interface, click on “Control Paneland Library” located just below your campaign list inthe right hand navigation.Two. Next, define the visitor subset you want to target;for instance, “Anyone who has visited your site.” Itdoesn’t matter what means they’ve used to get there. Here are some sample ways of defining an audience:Go to the “All Online Campaigns” page and click on the first • By product looked attab, “Campaigns.” In the pulldown menu, click on the first • By product purchaseditem – “Audiences (Display Network only).”If you do not see • By shopping categorythe Audience tab displayed, click on the inverted triangle in • By those who signed up for a trial subscriptionthe far right corner. That will bring up additional paths. • By current subscribers • By those who signed up for your newsletterOnce you’ve created your audiences, you canchoose the campaigns for which you want to enable Four. Click on “Create and manage lists.” Note that theremarketing. These campaigns must be open to the word “lists”as Google describes it is slightly deceiving,Display Network, and can be used with automatic or because you’re not making a list as you know it.manual Display Network campaigns. In other words, there is no personally identifiable information involved. It’s better to think of these listsRemarketing can be enabled for every campaign simply as a population or a group of visitors identifiableyou run on the Display Network. If your site features by their behavior.different products and categories, you could create anaudience for each offering and remarket to visitors whohit specific sections of your site. If your site features different products and categories, you could create an audience for each offering and remarket to visitors who hit specific sections of your site.5 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350
  6. 6. Using Remarketing to Drive Increased Display Ad Results • Visitors who convert (this will be used as an exclusion later) Six. Next, create “custom combinations.” In theFive. Click on “New Audience.”This will bring up a pull example below, we combined the first three lists ordown menu. From there, click on “remarketing list.” audiences together. By excluding the fourth list, the business rule becomes “all visitors to the site who don’t convert,” “all visitors to the backpack department who don’t convert,” and “all visitors who start the shopping process and don’t convert.”This is where you name your first remarketing list. Inthis example, the first list is named “All visitors to thesite that don’t convert.” Essentially, we are setting upan ad group that will display ads to everybody whocomes to the site but does not convert. After you nameyour first remarketing list, click “Save.” To create a custom combination, choose one or more audiences to include. In the example below, we’ve created two combinations. The first is the population of the first three lists, and the second is the last list,We’ve repeated the above exercise four times, so “visitors who convert.”that, altogether, we’ve created four audiences, or fourremarketing lists: • All visitors to the site • Visitors to the backpack site • Visitors who start the shopping process6 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350
  7. 7. Using Remarketing to Drive Increased Display Ad Results Your combinations will show up in the left column:This will automatically create business rules. In thiscase, the business rule would say, “I want to show ads Seven. Now you are ready to add the remarketing people who have visited the backpack department, For each of the combinations, Google’s remarketingand I want to exclude everyone who converted.” tool will supply a Java script code that needs to be pasted on specific pages. Don’t be overwhelmed by the fact that you have to work with code here. The code is already written and copying it and pasting it is relatively easy for any marketer to do. You simply click on the name of the combination, grab the code and paste it within the HTML of the pages that you want to trap. Place the code on your site just after the <body> tag on any page where you want visitors to be targeted for remarketing. For the three combinations above, the code needs to be pasted onto all the pages except the “conversion completion” page, which is also known as the “thank you” page, and the backpack pages. At this point, you can set up mini ad groups that contain the marketing efforts described here. With The GoogleAdSense code on thatwebsite checks the visitor’s machine to see if they have been tagged with the marketing code you’ve set up and, if the condition is true, it displays your ad.7 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350
  8. 8. Using Remarketing to Drive Increased Display Ad Resultsremarketing, there is no need to know where your Eight. At this point, you can set up new ad groupsprospects go on the Google Display Network. Once that will contain each one of the mini-campaignthey have been tagged with a remarketing code and remarketing efforts, and apply to that ad group thea cookie, the network takes care of reaching them. custom combination we created in the earlier stepsThe GoogleAdSense code on that website checks the called “visitors to the backpack department who don’tvisitor’s machine to see if they have been tagged with convert.”the marketing code you’ve set up and, if the condition istrue, it displays your ad. The final slide below shows what you should see once you have set up the remarketing ad groups. TheyYou do not have to worry about targeting, placement consist only of targeting and ads. Your ads are nowor choosing keywords with remarketing ad groups. running and the site visitors are being tagged. ButLeave the keyword groups empty, leave the AdSense keep in mind, if this were live and you clicked on thecode empty, and just tell Google to show your ad keywords or the networks tab, you’d see that they arewhen anyone who has been tagged as one of these empty.populations visits a site. It also gives your ad apreferred position on the page.Note that it is possible to cap the frequency of an addisplay. In the campaign settings, for instance, there isa prompt that will let you say to Google, “only showmy ads 4 or 5 or a chosen number of times per week,per month, etc.” If someone sees your ad 5 or 10times and hasn’t converted, it’s unlikely they will everconvert. Ostensibly, doing that could result in a higherclickthrough rate and quality score for the campaign. Remarketing Code Site Pages All Visitors to the Site All pages except the conversion completion page (“thank you” page) and the Backpack department pages Visitors to the All pages in the Backpack Backpack Department department If you’re a first-timer to the Google Display Network, Visitors Who Start the All shopping process pages consider limiting your exposure to sites you chose as Shopping Process All pages except managed placements. Automatic placement will work the conversion great for remarketing, but for open advertising, you can completion page run through money quickly if you’re not careful. (“thank you” page) Another important point to understand about Visitors Who Convert The conversion completion remarketing is that there is no need to weed out poorly page (“thank you” page) performing sites. Some sites will convert and others won’t, but that’s not a function of the site itself, it’s If you’re a first-timer to the Google Display Network, consider limiting your exposure to sites you chose as managed placements.8 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350
  9. 9. Using Remarketing to Drive Increased Display Ad Resultsa function of the visitors and theirresponse to the ad that they see. Everysite is a great site because you knowthe person visiting the ad has been toyour site. Also, don’t bother runningplacement performance reports orlooking at the Networks tab of theinterface.Also, you might want to use the “siteexclusion” tool to exclude certainsite categories where you or yourclients don’t want ads appearing – forinstance, “military conflict” sites or“juvenile, gross or bizarre content”sites. As you can see to the right, it’s inlist form and you simply check off theones you want to exclude. nTargeting Ideas Remarketing to shopping cart abandoners Assuming this is the same account as the previous listN ow that you know how to create a basic of non-converters, you will already have two audiences: remarketing campaign, let’s examine a few non-converters (or website visitors) and those who different ways you might use remarketing. entered the shopping cart.For this example, we are going to use an ecommercesite. The ecommerce site has three major types of What we do not yet have is a list of those who boughtaudiences: a product. Therefore, create a new audience called1. Buyers buyers. Then put this tag on the “thank you for2. Shopping cart abandoners shopping” page.3. Those who viewed site but didn’t enter the shoppingcart (called non-converters here) Just as with the above section, remarketing to non- converters, you have two options for this next step. You can either create a custom combination of thoseRemarketing to non-converters who entered the shopping cart but did not buy, or youFirst, make an audience of everyone across the entire can add the shopping cart abandoners as a positivewebsite. This code will go into a global footer. Next, make audience and buyers as the negative audience of anyone who entered the shopping cart andthis code will go on all of your shopping cart pages. Since these consumers added something to the shopping cart, they did start down the conversionYou now have two ways of defining the next step: funnel. Therefore, these visitors are usually worth more • Make a custom combination in the audiences tab. than just a website visitor. The bids for this ad group This will include everyone from the website visitor will be higher than the previous ad group. audience, but not include anyone who was in the Your ads should be customized to talk to the consumer shopping cart audience. about coming back to your shopping cart. It could be a • Inside the ad group, add the visitor list as the reminder that the items exist or a discount code if they positive audience. Then add the shopping cart (and return. buyers which is our next section) to the negative audience list. Remarketing to buyers, now andThis ad group will have the lowest bid of our three ad a month latergroups. These consumers visited the site, but did not Lifetime visitor values are essential to track. Justactually add anything to the cart so they also have the because someone bought from you once does notlowest potential of converting. mean they will buy from you again. You can create9 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350
  10. 10. Using Remarketing to Drive Increased Display Ad Resultsremarketing campaigns aimed at selling something toyour most valuable audience—your actual customers. Questions and Answers from Search Marketing Now’sIf you have defined all of the audiences above, thisis very simple. Create an ad group and then add the Webcast on Remarketingbuyers audience as the positive audience. In your ads, Will the impending do not track legislation affectremind them of your company and why they should remarketing?come back and visit your again. Not really. The number or percentage of people who choose to opt out of ad display will be relatively smallIf people do not usually buy from you again – on par with the percentage of people who preventimmediately after a purchase, but often wait a month cookies from being placed on their computers. It’s anbefore buying, you can even create a remarketing list important capability for people who are concernedthat will not be displayed to these individuals for 30 about privacy, but we expect the number of peopledays. who take advantage of it will be relatively small.First you have your buyers audience. Let’s assume Is it possible to use a remarketing code on other sitesyou set this as a 30 day cookie (which is default). Next, I own like my Twitter page or YouTube channel?create a second audience called “buyers a month later.” No, at least not with conventional techniques. YouYou will use the exact same tag to define this audience have to have access to the underlying HTML codeso you will not have to put another code on your and be able to change the code of the display that thewebsite; however, in the cookie length set it to be ninety visitor is visiting. For now, you can’t put a code on adays. page where you don’t control the programming or the server.Then, create an ad group where the positive audienceis “buyers a month later” and add the “buyers” as Is the search funnel based on Google AdWords clicksa negative audience. Someone who just bought will only vs. paid, natural or direct traffic?technically be in both lists. However, because you have The funnel displays conversions that have happenedthe negative audience, these consumers will not see through all means, including those outside theyour ads for 30 days. Once the cookie has expired thirty Google Display Network.days later, then they will no longer be in the negativeaudience. They will only be in the positive audience and Can targeting options (geotargeting and demographic)can therefore see your ad. be used with remarketing? You can geo-target a remarketing campaign and take advantage of notWhen you first create a remarketing audience and only the fact that this person has visited your site butad group, start with the basics, such as abandoned knowing their geographic location. So your ad couldfunnels. Test ads for each audience you are reaching. If say, for instance, “we love people from Atlanta whoyou are remarketing to those who abandoned a funnel, are visiting our backpack department.”and your remarketing campaigns are not working, youmight test ads or examine your shopping cart before Demographic targeting in Google AdWords doesn’tgiving up on remarketing, as these are some of your work that well. Google relies on information thatmost qualified visitors. the site owner supplies to identify the demographic segment and, currently, that set of sites is limitedAnother advantage of remarketing is that it’s to just a few, such as MySpace and YouTube. But“agnostic”—it does not matter if visitors came through it doesn’t work that well right now, so we don’tadCenter, twitter, Facebook, or some other traffic recommend using it with remarketing, except forsource. Because they were on your site you can place a assumptions such as, for instance, “I want to targetcookie and then target these consumers again. only males.” If you know that your population is one gender or another, or only over 17, for instance, thenOnce you have mastered the basics and tested it’s worthwhile to set those parameters, because evenremarketing ads then start defining some custom if Google doesn’t have a lot of information, justaudiences to see if you can remarket with even more excluding people under 17, for instance, might saveprecision. continued10 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350
  11. 11. Using Remarketing to Drive Increased Display Ad ResultsRemarketing is powerful. The ability to serve an ad tosomeone who has actually interacted Questions and Answers from Searchwith your website in some fashion means you are Marketing Now’s Webcast on Remarketingserving an ad to someone who has a higher chance ofconverting than the average user. n you some money or improve your clickthrough rate because you’re excluding people who are definitely not interested.Results Does the cost of the remarketing go by CPC or CPM? In most respects, the retargeted campaign shares theYou will need to have cookied at least 500 unique same attributes of any display network campaign, sovisitors on your site before you have any real you can use either. However, since impressions thatinformation to see. It may take up to 24 hours to use CPC pricing are free, it doesn’t make sense to usegenerate any impressions. CPM pricing on a PPC network.Track your ads very carefully – make sure your AdWords Does the success effect the account quality score fortracking is working correctly in Google Analytics or PPC?whatever analytics software you choose. Use the URL That’s a complicated issue. Your entire account’sbuilder Google provides to create tracker-friendly URLs. n quality score, even individual keywords, can be affected by overall account quality score. Think of the Google quality score algorithm as designating your account “guilty until proven innocent.” A newThe Importance of Attribution account has to prove that it operates within guidelines and that it deserves a good clickthrough rating fromAttribution refers to the fact that conversions happen the score. If there is reason to believe that the accountafter multiple visits to a site. Over time, people will not perform well in terms of clickthrough ratewho conduct research online have become more especially, then a low account quality score can besophisticated. They are shopping around, looking at imposed that affects the entire account. This onlymultiple alternatives, and are taking a longer time pertains to new accounts, not mature accounts.between the start of that research and the actual click,much less the conversion. They also will go back to the Are there other networks besides Google that allowsame site more than once prior to making their final advertisers to retarget?decision. Going forward, we expect to see much more Yes. A Microsoft AdSense launch is imminent. Andof this – that a conversion will happen after multiple Yahoo! is beta testing a remarketing service as well.visits to the site than in years past. There are also several third-party networks available that are, in aggregate, relatively significant in size, butAs a result of these multiple visits, someone will be much smaller than the Google ad network.generally exposed to your Display ad when they’renot in active search or buy mode. While they’re not What is the proper bidding strategy for remarketingconverting at that point, they are interested and campaigns?stimulated enough that they will come back 1, 2, 3 or Don’t be timid and start bid prices out at a fractionmore times before executing the conversion action. of what you pay for a search campaigns or on par with what you’re bidding on display campaigns.This is typical behavior, but this behavior is problematic Be aggressive when starting a bid strategy withfor analytics programs, including Google Analytics, remarketing campaigns. And don’t assume that thebecause these programs always attribute the clickthrough rates and conversion rate characteristicsconversion to the single-most recent visit to the site. are going to be similar to what you usually see withoutLooking at those results, the temptation is to conclude using remarketing. Assume your clickthroughs will bethat the actions that spurred the most recent visit are half what you see in generic term search campaigns.the strongest actions in your arsenal, such as bidding For that reason, we suggest being relatively aggressiveon your own terms. Such analytics results leave in setting bids for starting remarketing campaigns,marketers unaware that those converting actions never then watch your performance in the first week carefullywould have taken place if earlier actions – particularly and adjust accordingly.paying actions – hadn’t taken place.11 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350
  12. 12. Using Remarketing to Drive Increased Display Ad ResultsFortunately, Google is starting to pay some attention tothis phenomenon and has recently rolled out a feature– called Search Funnels – that addresses multiple-visitattribution and is currently available in your GoogleAdWords campaign. nSearch FunnelsThe Search Funnels tab can be found on the left handside of the Reporting and tools tab. Here’s how it works:For any given object, a campaign, an ad group, ad ora keyword, the search funnel will show you the pathlink. This includes the number of conversions, or thepercentage of conversions that happened following thefirst click or visit to the site and then, separately, howmany visits after two or more visits to the site.Using the Search Funnels capability, you will be able totell, for a specific ad, what percentage of conversionsare happening after multiple site visits to the site. nConclusionRemarketing is a valuable tool for your onlinemarketing arsenal. The ability to serve an ad tosomeone who has actually interacted with your websitemeans you haven’t lost that prospect. By stayingconnected with people who have previously visitedyour site, you are building a pool of prospects whohave a higher chance of converting than the averagevisitor because they have already shown an interest inyour products or services.And due to increased relevance of remarketing ads,the response from people receiving them is higherthan that of traditional display ads. As a result, someindustry observers say that companies will soon bespending as much on their remarketing budget as theydo on their search budget.Add remarketing to your marketing arsenal and you willsoon find it to be a powerful capability you cannot dowithout. n12 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350
  13. 13. Using Remarketing to Drive Increased Display Ad ResultsThe world’s leading Performance Media Platform, Acquisio helps marketers buy, track, manage, optimize, andreport on media across all channels. The platform was designed for search marketing, and it has evolved to includeFacebook ads and all major RTB display networks. Acquisio provides the industry-leading technology for marketersbuying ads on any online channel, allowing them to handle all tasks associated with performance advertising, fromad purchase through conversion tracking and beyond, within a single integrated platform. With more than $500MMin ad spend under its management, Acquisio is the multi-channel advertising solution preferred by advertising andmarketing agencies around the world. For more information, visit Victoria, Suite 300Saint Lambert, QCCanadaJ4P 2J2toll-free: +1.866.493.9070direct: +1.450.465.2631fax: +1.450.465.2841Search Marketing Now webcasts and white papers provide authoritative and actionable education about searchengine marketing issues. Register today for one of our free webcasts covering topics about search engineoptimization, paid search advertising and search marketing in general.Search Marketing Now is a division of Third Door Media, which publishes web sites, and produces in-personevents and webcasts. Each of the four brands - Search Engine Land, Search Marketing Expo, Search MarketingNow, and Sphinn - fosters continuing education, evolution and engagement for the community we serve.13 © 2011 Third Door Media, Inc. • Email: • (203) 664-1350