Some Advanced Remarketing Ideas
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Some Advanced Remarketing Ideas

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This is a speech I delivered at SMX Melbourne, April 14th 2011 on some advanced Google remarketing ideas and tips.

This is a speech I delivered at SMX Melbourne, April 14th 2011 on some advanced Google remarketing ideas and tips.

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  • Without a private detective, it’s impossible to market to customers who’ve been in and out of your physical store.
  • Retargeting/remarketing gives you a second chance to convert visitors into Paying customers (if you do it right)
  • Note: Google Has over 1,000,000 AdSense partners in it’s network.
  • Here you can see the relationship between the effectiveness of ‘deep’ audiences and ‘shallow’ audiences.
  • Mick Case Study 1 showing massive ROI – especially on View Through’s
  • Mick Case Study 2 – very high Conversion rates and low CPA’s in this example. Also high impression rates.
  • Mick Case Study 3 – Good Conversion rates and respectable CPA’s in this example. Also good impression rates.
  • Kogan are lazy, they use site-wide remarketing scripts. But no CTA in the Ads means low click through on ad’s (good) because then they get more search traffic.
  • You can also show product-specific promocodes from product page remarketing scripts
  • You know these people already know your brand – retarget for campaigns
  • You know these people already know your brand – retarget for campaigns
  • With forward planning setting up the deals, then scheduling the campaign in AdWords you can get your specific daily deals up and running (remember to turn them off if the deal is fully subscribed – manual process). Image Ads can be trickier, in terms of approval lag time, but you could try anyway.
  • If people have shown an interest on your website for a particular product and you then update and release a new model, (think Ford Territory) you can show them ads showing off the new model (or even a ‘sneak peek’ exclusive first look?)
  • You can advertise/promote competitions to previous visitors…
  • I’ll talk about how to create different/segmented audiences shortly
  • You know they’re interested in a certain job position, remind them to apply.
  • Vodafone are doing a great job with this problem but could take it even further by remarketing to people who visit the customer service update page with regular updates
  • Say thanks for something… Again, plan for post campaign activity to maximise lifespan
  • No brainer
  • You can see that Kogan is doing this well.
  • Problem is Google Takes Ages to approve image ads – use display ad builder and ‘image ad’ them as Google puts DAB Ads at the bottom of the pile
  • Build Image Ads from DAB Ads for faster approval.
  • Problem is Google Takes Ages to approve image ads – use display ad builder and ‘image ad’ them as Google puts DAB Ads at the bottom of the pile
  • Although its tempting, don’t piss people off.
  • Build those lists!
  • Build those lists!
  • Build those lists!
  • Ripcurl privacy policy page updated for opting out.
  • Autoresponsder type concept
  • You can target by geoggraphy – using facebook and thengooglegeotargeting as well, Days of the week?

Some Advanced Remarketing Ideas Presentation Transcript

  • 1. The Future of Search
  • 2. Retargeting: The new Behavioural Ads
  • 3. What’s he talking about?
    Ok, so today I’m going to cover:
    • The Basics
    • 4. How it works
    • 5. A couple of quick and dirty case studies
    • 6. Some ideas on how it can be applied
    • 7. Some top tips
    • 8. Some advanced strategies & techniques
    • 9. And THEN... I’m going to finish talking.
  • What I’m NOT going to talk about...
    This isn’t a workshop
    • I won’t be demonstrating the ‘nitty grits’ how to set all this up from scratch – please refer to the links at the end of this presentation for help...
  • The Basics
  • 10. Retargeting
    Applications:
    • Email auto-responders after shopping cart/enquiry form abandonment
    • 11. Showing Ads to people after they’ve left your website
    • 12. Note: Retargeting is a LOT like email marketing
  • Retargeting – “Remarketing”
  • 13. Retargeting
    Some of the players:
    www.retargeter.com
    www.yahoo.com
    www.google.com
  • 14. Google Remarketing – How?
    Always Plan first!
    • You add remarketing codes (scripts) to pages of your website
    • 15. As soon as they’re added, an audience list begins to build
    • 16. Once the list hits 500 people, Google text, image and/or video Ads can be displayed to them reminding them to come back.
    • 17. Visitors who do convert can be added to a separate audience list so they’re not followed (stalked).
    • 18. http://www.youtube.com/watch?v=Ww0iqj3wppY
  • Some Quick Case Studies
  • 19. Remarketing Case Study
    A small Australian-based Online Retailer.
  • 20. Remarketing Case Study
  • 21. Remarketing Case Study 2.
  • 22. Remarketing Case Study 3.
  • 23. Remarketing Case Study 4.
  • 24. Some Application Ideas
  • 25. Retargeting is creative
    If you’re a creative and logical thinker, you’ll find Remarketing addictive.
    The following slides are some ideas on how it can be utilised.
    WARNING! - Google ‘Display Ad Builder’ Madness coming up...
  • 26. Retargeting Ideas
    Branding
    Show Ads to people to keep your brand top of mind...
    (note, there’s no call to action in these Kogan’s Remarketing Ads)
  • 27. Retargeting Ideas
    Abandoned Carts
    Retarget people if they’ve not completed a checkout process, with coupon code offer – i.e. 10% off.
    Use auto-responder emails (just like Barry Smyth does when you abandon registration for this event!)
    Note: this an example Ad!
  • 28. Retargeting Ideas
    Campaign Support
    Retarget to people when you have a campaign running...
    Note: this is also an example Ad!
  • 29. Retargeting Ideas
    Special Occasions
    Retarget to people when Special Occasions roll around...
    Think Christmas, Valentines Day etc...
    Note: this is also an example Ad.
  • 30. Retargeting Ideas
    Daily Deals
    Retarget to people showing new deals...
    (requires forward planning)
    Note: these are also example Ads.
  • 31. Retargeting Ideas
    Product Launches
    Retarget to people showing new or updated products...
    Note: This is a real Ad.
  • 32. Retargeting Ideas
    Competitions
    Retarget to people to promote your new competitions...
  • 33. Retargeting Ideas
    Promotion - Competition Reminders
    Retarget to people who have viewed a promotion page on your site but did NOT enter...
    Note: I wish this was a real Ad.
  • 34. Retargeting Ideas
    Recruitment
    Retarget to people who have viewed a job page on your site...
    Note: this is also an example Ad.
  • 35. Retargeting Ideas
    Reputation Management?
  • 36. Retargeting Ideas
    Note: this is an example Ad.
  • 37. Retargeting Ideas
    Ads to say ‘Thanks’
    Thanks for entering?
    Thanks for your support?
    Thanks for just being you?
    Note: this is an example Ad.
  • 38. Some Top Tips
  • 39. Retargeting Top Tips
    Keep Text and Image Ads in Separate AdGroups
  • 40. Retargeting Top Tips
    2. Make sure Image Ads use similar colours and fonts to website (increases re-call and familiarity)
  • 41. Retargeting Top Tips
    Use lots of creative variation (Text and Image) to prevent ‘Banner Burnout’.For Display, use lots of different sizes and shapes to obtain Maximum Reach.
  • 42. Retargeting Top Tips
    4. If budget is low, use Display Ad Builder templates to create Ads, then screen-grab, crop in Photoshop and upload as Google Image Ads – they get approved much faster than DAB (Display Ad Builder) Ad’s.
  • 43. Retargeting Top Tips
    5. Bid high initially (similar to new display campaigns) to get seen and established quickly, then try pulling back...
  • 44. Retargeting Top Tips
    6. Use Frequency Capping or Ad-Scheduling in AdWords Campaign settings to help prevent over-exposure...
  • 45. Retargeting Top Tips
    7. Start building remarketing lists NOW even if you don’t think you’ll ever use them! You never know...
  • 46. Retargeting Top Tips
    Combine Audiences where possible. Create an Audience list to remove people who have previously bought from you.
    Here’s how...
  • 47. Retargeting Top Tips
  • 48. Retargeting Top Tips
    9. Make sure you allow people to opt out of remarketing...
  • 49. Advanced Retargeting/Remarketing
  • 50. Advanced Retargeting Ideas
    Use dynamic script injection on forms to create highly targeted lists.
    Inject Male retargeting script
    Or...
    Inject Female retargeting script
  • 51. Advanced Retargeting Ideas
    Let’s say you’re HP and you sell printers.
    Create a ‘custom combination’ audience list to show people Ads exactly 1 month after purchase reminding them about great toner offers (ongoing consumables etc).
    Here’s how...
  • 52. Advanced Retargeting Ideas
  • 53. Advanced Retargeting Ideas
  • 54. Advanced Retargeting Ideas
  • 55. Advanced Retargeting Ideas
    You can also setup auto-responder remarketing campaigns.
    Weeks 1 – 2 after visit, show the 1st Ad
    Weeks 2 – 4 after visit, show the 2nd Ad
    Weeks 4 – 6 after visit, show the 3rd Ad
    And so on...
  • 56. Advanced Retargeting Ideas
    Why not try combining the power of Facebook’s Ads demographic targeting with Google Remarketing to build super targeted lists?
    Here’s an example:
  • 57. Advanced Retargeting Ideas
    Build target audiences and place Facebook Ads.
  • 58. Advanced Retargeting Ideas
    Point Ads to DEDICATED landing pages specific to each Facebook Ads Campaign group
  • 59. Advanced Retargeting Ideas
    Create dedicated (orphaned) Landing Pages for each Ad with separate Remarketing scripts to create ‘demographic’ Remarketing lists. Now you’ll know exactly ‘who’ your remarketing to.
    Eg. Build audiences and remarket to women (and men) who have viewed, but not converted, with different marketing creative.
  • 60.
  • 61.
  • 62. In Summary…
    Retargeting is powerful and proven to work
    You can be as active or as passive as you like
    Think outside the box - always PLAN.
    It is a lot like email marketing, those segmented audience lists can be gold.
    Did I mention? It’s really fun!
    For more resources (basics to advanced) visit : www.reseo.com/remarketing.html
    OK, I’ll stop talking now…
  • 63. Questions?
    To contact me (Chris Thomas) personally
    E: Christ@reseo.com
    T: @reseo
    P: 03 9415 2383
    M: 0414 986 957
    W: www.reseo.com