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How to integrate Google Adwords Remarketing to improve the overall performance of your internet marketing strategy
 

How to integrate Google Adwords Remarketing to improve the overall performance of your internet marketing strategy

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This presentation explains remarketing and takes webmasters through the steps they need to take to successfully integrate the channel into their overall web marketing strategy. Originally hosted by ...

This presentation explains remarketing and takes webmasters through the steps they need to take to successfully integrate the channel into their overall web marketing strategy. Originally hosted by Matt Wood, Head of Search at SEO Positive at Internet World 2012.

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    How to integrate Google Adwords Remarketing to improve the overall performance of your internet marketing strategy How to integrate Google Adwords Remarketing to improve the overall performance of your internet marketing strategy Presentation Transcript

    • Integrating Google Adwords Remarketing Campaigns To Improve The Overall Performance Of An Internet Marketing Strategy @seopositiveltdPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Agenda What Is Google Remarketing? Tailor Your Creatives Why Use Remarketing? Create & Test Your Message Define Your Buying Cycle Explore Advanced Settings Create Your Remarketing Campaigns Measurement & Reporting Test Your Remarketing Lists Case StudiesPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • What Is Google Remarketing? Targeted Interest Based Advertising Advertising To People Who Visited Your Site Runs on Google’s Display Network (80% Of All Websites Worldwide)Presented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Why Use Remarketing? Cross Sell & Upsell Promote Brand Awareness Encourage Users To Revisit A Site To Complete A Transaction Lower CPC & CPA Compared To The Search NetworkPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Define Your Buying Cycle What Are The Buying Steps For Your Business Model Timescales Lead Nurturing Know Your CompetitionPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Create Your First Campaign Create a Campaign Targeting Embed The Code Into Display Network Relevant Pages Create First Remarketing List Create Custom Combination ListsPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • How In Depth Should Your Lists Be? Prioritise Your Products / Categories / Services Focus On Areas That Receive The Most Traffic Or Hold The Most Value First Setup Broader Lists For Less Frequented / Value Areas Of Your SitePresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Points To Bear In Mind When Creating Remarketing Lists Membership Duration Custom Combination Lists Use Themed Lists (Product Categories, Homepage, Shopping Cart) You Need 100 Visitors In Your Remarketing Lists To Activate The Campaign Use Negative Lists To Avoid Irrelevant AudiencesPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Test Your Remarketing Lists Use Text Ads To Quickly Create Multiple Ad Variations Create Banner Ads Based On The Most Effective Text Ads Plan Your Ads In AdvancePresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Tailor Your Creatives For Each Remarketing List Be Relevant To The Audience To Have A Compelling Call-To- Which You’re Marketing Action Have The Same Look & Feel As Do Not Use Inappropriate Your Site Calls-To-ActionPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Create & Test Different Formats Of Your Message Use Google’s Display Ad Builder To Keep Relevancy Is Key Costs Low Send The Right Message Plan Your Ads In Advanced (Discount Codes, Tailored Offers) Create A Compelling Call-To-Action Be Creative Text Adverts Image Adverts Flash Adverts Video AdvertsPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Explore Advanced Settings Conversion Tracking Mix & Match With Contextual & Topic Targeting Conversion Optimiser Split Test: Media, Landing Pages, Frequency Cap Max CPC, Remarketing Lists Ad Scheduling Block IP Addresses (i.e. Your Office) Use Negative Targeting To Create A Separate Campaign For Exclude Certain Websites YouTubePresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Measurement & Reporting View Through Conversions Click Through Conversions Conversions (1 Per Click / Many Per Click) CPC / CPA User Behaviour (Google Analytics Stats): - Time On Site / Bounce Rate / Page ReviewsPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Case Study Objectives Encourage Visitors To Come Back To The Site & Fill The Lead Form At A Lower Cost Our Approach Custom Combination Lists Designed Variations Of Image Negative Targeting Ads Frequency Capping Split TestingPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Case Study: Results 50% Lower Cost Per Conversion Compared To Search Campaign High Level Of View Through Conversions (Improved Brand Awareness) 60% Lower CPC Than From The Search CampaignPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Case Study Objectives Increase The Amount Of Increase Online Transactions Sample Purchases From Samples To Actual Sales Our Approach Custom Combination Lists Frequency Capping Membership Duration Design Of Variations Image Ads (For Samples & Actual Sales) Negative Targeting Split Testing Ad SchedulingPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Case Study: Results CPA For Sample Orders: 50% Lower Than Search Buying Cycle Was Shortened By 1 Week Actual Sales Increased By 30%Presented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Summary Establish Your Goals Early Tailor Your Campaign To Your Audience Use The Tool’s Functionality To Your AdvantagePresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040
    • Any Questions? Tel: 0800 088 6000 Email: info@seopositive.co.uk Web: www.seopositive.co.uk @seopositiveltdPresented by Matt Wood StandHead of Search, SEO Positive Ltd E5040