Your Remarketing Hit List: 10 Tips Worth Repeating


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  • Your Remarketing Hit List: 10 Tips Worth Repeating

    1. 1. #thinkppc How to Recover from the Holidays Faster Than Your Competition HOSTED BY: HOSTED BY:HOSTED BY: & Your Remarketing Hit List: 10 Tips Worth Repeating
    2. 2. #thinkppc Presenters • Cassie Oumedian – Senior Account Manager at Hanapin Marketing – Blogger at PPC Hero – @cass_oumedian • Jay Stampfl – Senior Client Services Manager at 3Q Digital – Star of recent SMX Retargeting Panel – @jaystampfl
    3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
    4. 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
    5. 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
    6. 6. #thinkppc Top 10 Remarketing Tips 1. Funnel Segmentation 2. Creative Differences 3. Frequency Capping 4. Google Analytics Rich Data Lists 5. RLSA 6. Dynamic Remarketing 7. Youtube Retargeting 8. Display layer 9. Determine True Value of Remarketing 10. Retargeting Beyond Google
    7. 7. #thinkppc Why Do Retargeting
    8. 8. #thinkppc Know Your Funnel Place Tags RIGHT AWAY! Do the research and understand your sales funnel What is the click to conversion cookie window? Are different parts of the funnel are more valuable?
    9. 9. #thinkppc GA Funnel Drill Down
    10. 10. #thinkppc Segment By Membership Duration *Tip: Create multiple lists with several membership durations right ASAP. i.e 1, 7, 14, 30, 60, 90+.
    11. 11. #thinkppc Funnel Segmentation – Case Study Conversion rate 125% higher at 30 Days vs. 90 day segment. Make bid optimizations based on membership segmentation
    12. 12. #thinkppc AdWords Remarketing Lists
    13. 13. #thinkppc Creative Differences Use Data From Sales Funnel to Drive Creative Promotional Ads - Shorter Membership Duration Lists • Limited Time Only! • Sale ends Tomorrow! Use both Text and Image ads – • Text Ads higher CVR • Image Ads Higher CTR
    14. 14. #thinkppc Get Creative With Creatives AdWords Display Ad Builder
    15. 15. #thinkppc Frequency Capping
    16. 16. #thinkppc Frequency Capping
    17. 17. #thinkppc Frequency Capping
    18. 18. #thinkppc Rich Data Google Analytics Lists High Revenue Purchasers Medium – i.e. Organic or Paid Page Views & Goals Browser & Screen Resolution
    19. 19. #thinkppc Rich Data Google Analytics Lists
    20. 20. #thinkppc Live Poll Question #3 #3 – Where do you stand on retargeting? #thinkppc a) I’ve yet to really dive in b) I’ve tried it out, but I need work on best practices c) I’ve seen it work and would like to use in on other channels
    21. 21. #thinkppc RLSA Performance •Visiting the site alone is a powerful qualifier. •Scale is significantly lower
    22. 22. #thinkppc Expand Search Remarketing •Combine Dynamic Search Ads and Broad with RLSA for scale + relevancy •Competitor terms •Open up match types to grab that extra volume Action Item! Make sure that your RLSA campaign is not a mirror of your regular search campaigns
    23. 23. #thinkppc What type of click are you? • Same list can different behavior in different parts of the account Brand Visitors and Converters 22.78$ Brand Total 13.38$ Non-Brand Visitors and Converters 62.06$ Non-Brand Total 100.04$ Informational ? Navigational ? Transactional
    24. 24. #thinkppc Maximize Retargeting By Layering: GDN and Remarketing Layering AdWords Lists Google Analytics Dynamic Remarketing Regular Display Targeting
    25. 25. #thinkppc List Demographics
    26. 26. #thinkppc Within one ad group you set: • Remarketing: Target and bid • Topics: Bid only Target and bid Your ads are eligible to show to every user in your list Bid only Adjust your bids up or down depending on the content of the webpage Modify Your Bids for Context Remarketing Topics+25%
    27. 27. #thinkppc Use GDN to Farm User Information Behavioral Thematic Action Item! Superimpose additional “bid only” Targeting in your Remarketing Display
    28. 28. #thinkppc •Requires merchant feed • Creative Management •Use an offer Dynamic Remarketing
    29. 29. #thinkppc Dynamic Remarketing - Ads Select how many products you want viewed Auto optimize Not a very close relationship between the targets and the ads shown.
    30. 30. #thinkppc Dynamic Remarketing - Advanced Recommended product IDs Product Category Product Value Product Quantity Visitor's Age Visitor's Gender Visitor has an account Customer Quality Score Visitor Repeat Purchaser Visitor Loyalty Score Visitor High Spender Score
    31. 31. #thinkppc YouTube Remarketing Dual Targeting methods • Can target lists already created in YouTube • Create a new GDN list based on viewing a video 31
    32. 32. #thinkppc YouTube Remarketing 32 Take your existing adwords lists and show visits to push people down the funnel Native integration make this transition super easy
    33. 33. #thinkppc Upper Resolution Caps Action Item! Gauge Impact of High segmentation
    34. 34. #thinkppc What do we gain? Use the Bucket segment to create an arbitrary Control Bid 14 % more conversions 4k more cost Scale vs. Efficiency
    35. 35. #thinkppc Remarketing Efficacy $162,416 v. $214,603 $48,725 v. $64,381 $29,251 v. $34,408 +$5,158 Higher Bids on RLSA Works! Revenue After Product Margins True Profit RLSA Value over Reg. Action Item! Find true value of Remarketing
    36. 36. #thinkppc Retargeting Beyond Google Twitter Promoted Tweets Facebook Exchange AdRoll Criteo Retargeter AdBlade
    37. 37. #thinkppc Live Poll Question #4 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 Would you like help with your PPC accounts and management? I’m interested in:
    38. 38. #thinkppc Live Q&A Time!
    39. 39. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: 3Q Digital Feedback: