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Integrating Google Adwords        Remarketing Campaigns To Improve          The Overall Performance Of An            Inter...
Agenda       What Is Google Remarketing?   Tailor Your Creatives       Why Use Remarketing?          Create & Test Your   ...
What Is Google Remarketing?       Targeted Interest Based       Advertising       Advertising To People       Who Visited ...
Why Use Remarketing?       Cross Sell & Upsell       Promote Brand Awareness       Encourage Users To Revisit A Site      ...
Define Your Buying Cycle       What Are The Buying Steps For       Your Business Model       Timescales       Lead Nurturi...
Create Your First Campaign       Create a Campaign Targeting     Embed The Code Into       Display Network                ...
How In Depth Should Your Lists Be?       Prioritise Your Products / Categories / Services       Focus On Areas That Receiv...
Points To Bear In Mind When Creating    Remarketing Lists       Membership Duration       Custom Combination Lists       U...
Test Your Remarketing Lists       Use Text Ads To Quickly Create Multiple Ad Variations       Create Banner Ads Based On T...
Tailor Your Creatives For Each Remarketing List       Be Relevant To The Audience To   Have A Compelling Call-To-       Wh...
Create & Test Different Formats Of Your Message      Use Google’s Display Ad Builder To Keep     Relevancy Is Key      Cos...
Explore Advanced Settings       Conversion Tracking         Mix & Match With Contextual &                                 ...
Measurement & Reporting       View Through Conversions       Click Through Conversions       Conversions (1 Per Click     ...
Case Study    Objectives        Encourage Visitors To Come Back To The Site & Fill The Lead Form        At A Lower Cost   ...
Case Study: Results        50% Lower Cost Per Conversion Compared To Search Campaign        High Level Of View Through Con...
Case Study    Objectives       Increase The Amount Of      Increase Online Transactions       Sample Purchases            ...
Case Study: Results        CPA For Sample Orders: 50% Lower Than Search        Buying Cycle Was Shortened By 1 Week       ...
Summary       Establish Your Goals Early       Tailor Your Campaign To Your Audience       Use The Tool’s Functionality To...
Any Questions?    Tel: 0800 088 6000    Email: info@seopositive.co.uk    Web: www.seopositive.co.uk       @seopositiveltdP...
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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 Matt Wood, Head of Search at SEO Positive at Internet World 2012.

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

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
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