Rule 2014 with Remarketing and RLSA
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Rule 2014 with Remarketing and RLSA

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Carrie Albright of Hanapin Marketing and Susan Waldes from 3Q Digital discuss advanced remarketing techniques to add to your digital marketing repertoire for 2014.

Carrie Albright of Hanapin Marketing and Susan Waldes from 3Q Digital discuss advanced remarketing techniques to add to your digital marketing repertoire for 2014.

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  • Carrie
  • Carrie – Introduce myself and then Susan talks about herself
  • Carrie (unless Susan really wants to)
  • Carrie does #1
  • Susan does question #2
  • Susan give intro/revisit of topic and how this first slide is an example of what we’re doing today!
  • Susan with segue to Carrie’s first slide – Audience strategy
  • Transition to Susan’s next slide – Hyper segmented audiences
  • Susan transition into Carrie’s slide about Frequency Capping
  • Anecdote: Getting flack from friends who keep seeing the same ads over and over. Is it just annoying people? Or is it reminding them that they almost bought their mom that birthday present and then navigated away. Now everyday they’re shown image ads for the potholders you’d been looking at, reminding you to BUY THAT POTHOLDER set!
  • Anecdote: Getting flack from friends who keep seeing the same ads over and over. Is it just annoying people? Or is it reminding them that they almost bought their mom that birthday present and then navigated away. Now everyday they’re shown image ads for the potholders you’d been looking at, reminding you to BUY THAT POTHOLDER set!
  • Anecdote: Getting flack from friends who keep seeing the same ads over and over. Is it just annoying people? Or is it reminding them that they almost bought their mom that birthday present and then navigated away. Now everyday they’re shown image ads for the potholders you’d been looking at, reminding you to BUY THAT POTHOLDER set!
  • Carrie transition to Poll question #3
  • Carrie reads/reports results, transition to RLSA strategy slide
  • Susan transition to Carrie’s slide about Dynamic Remarketing
  • Transition to Susan’s I Want More slide
  • Susan transition to Carrie’s “Other creative remarketing strategies”
  • To be followed by Poll question #4
  • LEAVE OPEN IN Q&A

Transcript

  • 1. RULE 2014 WITH RLSA & RETARGETING HOSTED BY: & #thinkppc
  • 2. Presenters • Susan Waldes – Director Of Client Services at 3Q Digital – 15 Years Experience in Digital Marketing – @suzyvirtual • Carrie Albright – Account Manager at Hanapin Marketing. – Blogger at PPC Hero and Hero Conf 2014 speaker – @Albright_C #thinkppc
  • 3. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions. #thinkppc
  • 4. Live Poll Question #1 How long have you been in PPC? #thinkppc A. B. C. D. Less than 1 year 1-3 years 3-5 years 5+ years #thinkppc
  • 5. Live Poll Question #2 How do you manage your account(s)? #thinkppc a) b) c) d) I manage it myself. I’m part of a team that manages it. I outsource my account management. I’m rethinking how my account is managed. #thinkppc
  • 6. Common Remarketing Problems •Don’t be creepy! •Institute appropriate frequency caps •Use a kill pixel (i.e. exclude converted users) •Use appropriate cookie lengths •Don’t use creepy messaging #thinkppc
  • 7. Common Remarketing Problems •Other Common Issues •Bid high enough •Make brand prominent in creative •Use the right level of segmentation •Don’t forget text ads! •Don’t forget mobile! #thinkppc
  • 8. Audience Strategy ➶Who to include? • Site interaction  Topic • Site engagement  Number of pages visited • Conversion process  Arrived on contact/shopping cart page but not completed process ➶Who to exclude? Hot Topic • Converted visitors • Careers page • Service/Repair/Tech support page ➶Time length • Sales cycle • Recurrence of need (E-Comm) Ex. Shoe shopping #thinkppc
  • 9. Audience Strategy - Advanced trick ➶Stagger your exposure 1. Create ad groups for visitor frequency  Contact Page 7 Days  Contact Page 2wks  Contact Page 4wks  Contact Page 8wks 2. Set frequency caps for each ad group, such as 3x/week #thinkppc
  • 10. Audience Strategy - Advanced trick ➶ Setting your frequency capping in a tier allows you to emphasize the visitors who’ve most recently joined your Remarketing list, while still showing to the longer-term audience. ➶ Similarly, this can be done in an inverted fashion for those products or services that are repeated over a longer period. #thinkppc
  • 11. The Right Segmentation Should I Use Hyper-Segmented Audiences? The universal remarketing pixel caused a rush to hyper-segmentation. Instead, start more general and hone in as your data leads you – both for URLs and cookie lengths. Over-complexity keep things from getting off the ground in the early stages. •CPL campaigns – start with visits excluding conversions • eComm – start with visits (Categories if you have many), Carts and Sales •Branding – start with visits #thinkppc
  • 12. Frequency capping strategy  What’s effective remarketing?  When is it just annoying?  When you do actually start to lose on your efforts? #thinkppc
  • 13. Frequency capping strategy ➶Pulling a Reach & Frequency report #thinkppc
  • 14. Frequency capping strategy ➶Setting frequency capping ➶What is the ideal exposure per day/week/month? Maximum marginal benefit = Your ideal cap Greatest CTR & CR efficiency #thinkppc
  • 15. Frequency capping implementation #thinkppc
  • 16. Live Poll Question #3 What's your biggest deterrent from remarketing? #thinkppc a) The technical setup b) The Campaign setup c) Creating audience lists d) Generating the right ad copy e) Convincing the client of its value #thinkppc
  • 17. RLSA Strategies - Exclusion Exclusion: Don’t waste money on leads you are already nurturing via excluding converted users from seeing ads! #thinkppc
  • 18. Other RLSA Strategies •Bidding •CPA on new users vs. ROAS on existing •Aggressive competitor bidding •Return visits are typically more valuable – Bid Up •Messaging: Offers to get the user to pull the trigger •Budget Allocation: Allocate budget for new customers only •Keywords •Head terms on returning users •Really broad intent terms like “gifts” •Consider dynamic search ads for ecomm sites with lots of SKUs or other high-content sites •Match Types: Loosen match types on returning users #thinkppc
  • 19. Dynamic Remarketing • “What are they” in 30 words or less • When do you know it’s time for Dynamic Remarketing? #thinkppc
  • 20. Dynamic Remarketing ➶So you kinda know how these ads work, right? • What does it take technically? - Adaptation to your current Remarketing code • What does it take in the interface? - New campaign, new ad groups, and best of all - new ads!! #thinkppc
  • 21. Dynamic Remarketing #thinkppc
  • 22. Dynamic Remarketing #thinkppc
  • 23. I Want More! What Next? • Similar Users: Works best if you have a fairly clear demographic – make sure to create audience from conversions Clicks Impressions CTR Avg. CPC Cost Avg. positi on Visitors That Didn’t Convert 23,350 19,662,373 0.12% $2.00 $46,805.33 1.2 Similar Users 9,527 13,809,853 0.07% $2.38 $22,670.83 1.2 Conv CPL CVR 531 $88.15 2.27% 312 $72.66 3.27% #thinkppc
  • 24. I Want More! What Next? • Search Companion: Great in B2B and very expensive search auctions • FBX: Reco through AdRoll CTR CVR CPL Regular GDN 0.16% 0.10% $712 Regular Remarketing 0.26% 0.49% $613 Search Companion 1.05% 0.57% $370 #thinkppc
  • 25. Creative alternatives to remarketing • What to do when Remarketing just doesn’t work? • What if your client just doesn’t “get it?” #thinkppc
  • 26. Creative alternatives to remarketing Display campaign Product Brands Top Converting Brands Contextual keywords for Brand Topics about Shopping Interest in Apparel #thinkppc
  • 27. Live Poll Question #4 Would you like help with your PPC accounts and management? I’m interested in: a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo) b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month) c.) No Thanks d.) Both #thinkppc
  • 28. Live Q&A Time! #thinkppc
  • 29. Have more questions? Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com 3Q Digital Feedback: hillary@3qdigital.com #thinkppc