SES London 2012 - Guy Levine - Remarketing & Retargeting
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SES London 2012 - Guy Levine - Remarketing & Retargeting

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Talk by Guy Devine at SES Conference & Expo in London, February 2012, on Remarketing & Retargeting

Talk by Guy Devine at SES Conference & Expo in London, February 2012, on Remarketing & Retargeting

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SES London 2012 - Guy Levine - Remarketing & Retargeting SES London 2012 - Guy Levine - Remarketing & Retargeting Presentation Transcript

  • London | 20–24 Feb, 2012 | #seslondonRemarketing & RetargetingGuy Levine - Return On Digital @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondonThe basics• Retargeting is a simple way to connect with users, based on their past interactions with your website.• Remarketing, as it is known to AdWords users utilises a combination of its AdWords advertising platform and display network to show ads to your previous site visitors based on a CPC model. @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondon @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondonWhat are the options?Option 1Setup a Remarketing campaign within your Google AdWords account.Positives• Setup is relatively quick• AdWords reporting interface• CPC modelNegatives• Limited to Google’s network of sites• Limits to Ad design technologies @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondonWhat are the options?Option 2Work with external Retargeting providers such as Criteo or Chango and superchargeyour Retargeting strategy.Positives• Network of sites far greater• Run dynamic personalised ads• Typically better CTR’sNegatives• None that we can see! @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondonAdWords Remarketing – How?• You need to add a piece of remarketing code to pages of your website.• Once added, you will start to build your audience lists.• Once your audience lists reach 500 people your ads will start to display.• You can create as many lists as you want. Be creative. @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondonImage ads with an eye catching message/offer work far better thantext ads.You can upload ads in many sizes including:728x90, 468x60, 200x200, 120x600, 160x600, 300x250, 336x280 @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondonWhat you need to know• The more targeted the traffic is, the better the response will be.• Determine the best time to remarket (dependant on your industry/product). This may not be straight away. Timing is key.• Start building your remarketing lists now even if you don’t intend to use them straight away. When you do, at least you will have enough people in your list to get your ads live.• Have set lifespans for your lists. Getting followed for a few days = catchy. Few weeks = could be annoying. Few months = could negatively affect your brand.All depends on what business/market you are in. Know when enough is enough. @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondon• Image ads on the Google content network can take a week or more to be approved in busy times. Plan ahead, get your ads uploaded at least 2 weeks before you intend on running your campaign.• Use lots of creative designs/sizes to prevent banner burnout. People get frustrated with the same ad following them around.• Combine your lists to make custom combinations. Use this to remove people who have already purchased etc.• Use frequency capping and ad-scheduling settings to prevent over-exposure.• Once the ads have been running and you have placement report data look at what sites your remarketing ads have been appearing on. Add negatives for any sites that are costing money but not driving sales or that aren’t relevant to your brand. @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondonRemarketing Innovation• Ads with a low call to action can be used to build your brand/message. Maximise brand awareness.• Do you have more than 1 site? Add codes on each and remarket between them.• Create remarketing lists for visitors who convert by time of year/month. Eg, winter coat, car insurance, mobile contracts, gym memberships.• Use Facebook advertising campaigns to drive demographically targeted visitors to specifically created landing pages on your site – allowing you to create bespoke lists. Use this to create ultra targeted campaigns based on gender, interests, age, education level, location, marital status etc. @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondonRemarketing Innovation• Want to build your social following? Send remarketing visitors to your Facebook or Twitter pages to increase fans and followers. Much softer sell and allows you to communicate with them over a much longer period. Engage the user.• Alter your site confirmation pages depending on the type of product purchased. Categorise into separate lists and use this to xsell or upsell.• Do you have a signup/registration form on your site? Use dynamic script injection on the forms to build highly targeted lists. Demographics etc based on the fields on the form.• Setup auto remarketing campaigns. 1 week after first visit/purchase – 2 weeks after – 1 month after. @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondonRemarketing Innovation• Want to build your social following? Send remarketing visitors to your Facebook or Twitter pages to increase fans and followers. Much softer sell and allows you to communicate with them over a much longer period. Engage the user.• Alter your site confirmation pages depending on the type of product purchased. Categorise into separate lists and use this to xsell or upsell.• Do you have a signup/registration form on your site? Use dynamic script injection on the forms to build highly targeted lists. Demographics etc based on the fields on the form.• Setup auto remarketing campaigns. 1 week after first visit/purchase – 2 weeks after – 1 month after. @returnondigital / @guylevine
  • London | 20–24 Feb, 2012 | #seslondonRemarketing & RetargetingGuy Levine - Return On Digital @guylevine @robhillyard www.returnondigital.com @returnondigital / @guylevine