Some Advanced Remarketing Ideas

The Future of Search

Retargeting: The new Behavioural Ads

What’s he talking about?
Ok, so today I’m going to cover:
The Basics
How it works
A couple of quick and dirty case studies
Some ideas on how it can be applied
Some top tips
Some advanced strategies & techniques
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

Retargeting
Applications:
Email auto-responders after shopping cart/enquiry form abandonment
Showing Ads to people after they’ve left your website
Note: Retargeting is a LOT like email marketing

Retargeting – “Remarketing”

Retargeting
Some of the players:
www.retargeter.com
www.yahoo.com
www.google.com

Google Remarketing – How?
Always Plan first!
You add remarketing codes (scripts) to pages of your website
As soon as they’re added, an audience list begins to build
Once the list hits 500 people, Google text, image and/or video Ads can be displayed to them reminding them to come back.
Visitors who do convert can be added to a separate audience list so they’re not followed (stalked).
http://www.youtube.com/watch?v=Ww0iqj3wppY

Some Quick Case Studies

Remarketing Case Study
A small Australian-based Online Retailer.

Remarketing Case Study

Remarketing Case Study 2.

Some Application Ideas

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...

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)

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!

Retargeting Ideas
Campaign Support
Retarget to people when you have a campaign running...
Note: this is also an example Ad!

Retargeting Ideas
Special Occasions
Retarget to people when Special Occasions roll around...
Think Christmas, Valentines Day etc...
Note: this is also an example Ad.

Retargeting Ideas
Daily Deals
Retarget to people showing new deals...
(requires forward planning)
Note: these are also example Ads.

Retargeting Ideas
Product Launches
Retarget to people showing new or updated products...
Note: This is a real Ad.

Retargeting Ideas
Competitions
Retarget to people to promote your new competitions...

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.

Retargeting Ideas
Recruitment
Retarget to people who have viewed a job page on your site...
Note: this is also an example Ad.

Retargeting Ideas
Reputation Management?

Retargeting Ideas
Note: this is an example Ad.

Retargeting Ideas
Ads to say ‘Thanks’
Thanks for entering?
Thanks for your support?
Thanks for just being you?
Note: this is an example Ad.

Some Top Tips

Retargeting Top Tips
Keep Text and Image Ads in Separate AdGroups

2. Make sure Image Ads use similar colours and fonts to website (increases re-call and familiarity)

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.

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.

5. Bid high initially (similar to new display campaigns) to get seen and established quickly, then try pulling back...

6. Use Frequency Capping or Ad-Scheduling in AdWords Campaign settings to help prevent over-exposure...

7. Start building remarketing lists NOW even if you don’t think you’ll ever use them! You never know...

Combine Audiences where possible. Create an Audience list to remove people who have previously bought from you.
Here’s how...

9. Make sure you allow people to opt out of remarketing...

Advanced Retargeting/Remarketing

Advanced Retargeting Ideas
Use dynamic script injection on forms to create highly targeted lists.
Inject Male retargeting script
Or...
Inject Female retargeting script

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...

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...

Why not try combining the power of Facebook’s Ads demographic targeting with Google Remarketing to build super targeted lists?
Here’s an example:

Build target audiences and place Facebook Ads.

Point Ads to DEDICATED landing pages specific to each Facebook Ads Campaign group

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.

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…

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

Some Advanced Remarketing Ideas

by christof66 on Apr 17, 2011

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Some Advanced Remarketing Ideas — Presentation Transcript

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