Tips & Tricks for More Effective Remarketing

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How do you make your efforts on Remarketing / Retargeting more effective? This presentation gives you guidelines on how to be more effective and relevant.

How do you make your efforts on Remarketing / Retargeting more effective? This presentation gives you guidelines on how to be more effective and relevant.

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  • 1. Tips & tricks for more effective remarketing
  • 2. HI…….MY NAME IS @WOUTERSCHIKHOF
  • 3. Before we start… Remarketing Retargeting
  • 4. Before we start… Remarketing is a form of online targeted advertising by which online advertising is targeted to consumers based upon their previous Internet actions in situations where these actions did not result in a sale or conversion. Retargeting
  • 5. How it works…
  • 6. The customer journey ( ) Consideration Rational purchase drivers are weighed against emotional purchase drivers. Orientation Search and browse. Discover Trigger interest and build up emotional affection Convert Store locator Buy online Advocacy Share purchase Share experience. Awareness Drive Brand or Product Awareness Retargeting messagesshouldfocuson the customer’smind set in each step.
  • 7. The shoe-hunt journey
  • 8. The shoe-hunt journey ( ) Starting point of my journey!
  • 9. Orientation - Browsing
  • 10. Orientation - Browsing “all court” or “pure gravel”?
  • 11. Orientation - Browsing • Price, • Brands, • Type • Colours, • Collection…. Browsing – not buying! First selection based upon rational selection criteria. • Switch product and category pages -> high page depth! • Higher average time spend, • No order (yet)
  • 12. Tip 1 – Segment your audience ( ) Browsers Customers Cart abandoners Shoppers • Category page visits, • Page depth > 3, • Average TOS • NB of visits • Product page visits, • Goals (events?) • Page depth, • Average TOS
  • 13. Tip 1 – Segment your audience Segments in Google Analytics allows you to create custom segments.
  • 14. Tip 1 – Segment your audience And import these as Remarketing lists!
  • 15. You should use Google Analytics Smart lists for Remarketing. Papa Smurf says these automated list are a very powerful! Tip 2 – GA Smart Lists
  • 16. Tip 2 – GA Smart Lists • Powered by anonymized data from millions of GA accounts • Uses signals such as: • Page depth, Visit duration, Device, Traffic source • Requires-> min 500 e-commerce transactions / 10k daily page views. • Combine smart lists with conversion optimizer in Adwords -> Target CPA or ROAS goal. Automate remarketing campaign management through GA (09/04/2014)
  • 17. Tip 2 – Analyse visitor profile Affinity categories Affinity categories are build on Interest categories, recency and frequency data. They aim at segmenting your visitors in 80 lifestyle segments. Use Demographic & Interest reports in GA* to build customer profile. *requires a small change in tracking code and we recommend to update your privacy policy!
  • 18. Tip 2 – Analyse visitor profile Demographic data Details on target audience characteristics and the most valuable segments
  • 19. Tip 2 – Analyse visitor profile Affinity categories Which “audience types” (lifestyle) are more likely to convert Target your campaign!
  • 20. Consideration - Shopping
  • 21. Consideration - Shopping Brand preference (emotional purchase driver) is triggered and weighed against rational purchase drivers – results into a short list!
  • 22. Tip 3 – Increase ad relevance
  • 23. Tip 3 – Increase ad relevance 1. Use affinity segments to target your audience better advertise at the right places! o Advertise on websites and topics that appeal to your target audience! 2. Think in scenarios and adapt your message in Search (RSLA), Display and Dynamic Remarketing! o Browsers o Low purchase intent BUT future potential! o Remind them of you and why they need to buy with you, o Offer a mini-conversion! o Shoppers o High purchase intent, o Convince them of (the product’s) USP’s or push a promotion? o Cart abandoners / Funnel drop out o Incentive ( Free shipping? / Reduction / Coupon? 3. Don’t forget frequency capping!!
  • 24. Tip 3 – Increase ad relevance - Example ≠
  • 25. Tip 3 – Increase ad relevance - Example Stage 1 – Orientation – all visitors of promotions.carbrand.be ◦ Target all visitors that visited the website but did NOT consult specific Model page, ◦ Diffuse the promotional campaign banner, ◦ Call 2 action: « Benefit for the Early Bird discounts now! ». Stage 2 – Consideration – visitors of promotions.carbrand.be/model (not converted) ◦ Target all visitors of a specific Model Page (no brochure download or test drive) ◦ Diffuse a banner of the model and one similar model that is bought by the same segment with urgency message. « Special Conditions on XXXX until xx/xx/2013 » ◦ Rotate simultaneously with banners that repeat the model’s USP’s (safety, maintenance, eco-friendly, design), ◦ Call 2 action: « Do not miss out, visit your dealer now! » Stage 3 – Funnel Drop out - Test Drive Form (not converted) ◦ Target all visitors of « http://form.carbrand.be/ ◦ Diffuse a banner of the model and one similar model that is bought by the same segment with urgency message. « Special Conditions on XXXX until xx/xx/2013 ». ◦ Rotate simultaneously with banners that repeat the model’s USP’s (safety, maintenance, eco-friendly, design), ◦ Call 2 action: Test me now!
  • 26. Tip 4 – Dynamic remarketing Set up in 5 steps: 1. Connect your Adwords account to the Merchant Center, 2. Create a dynamic remarketing campaign in Adwords, 3. Get your remarketing tag in the shared library, 4. Implement and verify, 5. Adapt your privacy policy! Tag sends data to Google to use for remarketing: ◦ Page type (home / category / product / search / cart), ◦ Product ID’s, ◦ Product value, ◦ Or custom data such as -> Customer type (new/returning / top visitors),
  • 27. Tip 4 – Dynamic remarketing Google Adwords automatically creates the following remarketing lists for you!
  • 28. Tip 4 – Dynamic remarketing Dynamic ads are automatically created based upon product information of the Merchant center! Manage settings in Adwords: o Use text, display or both, o Specify the layout for image ads,
  • 29. Tip 4 – Dynamic remarketing Create custom audiences Remarket cart abandoners with a basket value greater than 50€ and less than 100€. Exclude buyers of course. Remarket visitors of a specific product page.
  • 30. Tip 5 – Extend your reach Retargeting Advertisers Ad ExchangesDoubleclickRubicon Microsoft Improve DigitalAppnexus Facebook Publishers (websites)
  • 31. Tip 5 – Extend your reach Implement a smart pixel and build your audiences like in Adwords
  • 32. Tip 5 – Extend your reach
  • 33. Tip 5 – Extend your reach
  • 34. Food for thought – Remarketing & Awareness Build remarketing audience (viewers) Support Awareness Remarketing your YouTube audiences Thematic targeting Second screen synergy YouTube ads are diffused and outlined with the offline (TV) Remarket viewers with Display on (relevant) websites Drive visibility with viewers that were exposed to your video Audience leaves channel Clicks to visit the website Optimize for visibility and traffic
  • 35. Food for thought – Remarketing & Discovery Remarket audience Audience leaves page Optimize for visibility and drive traffic Free case study download!
  • 36. Food for thought – Remarketing & Orientation Remarket audience with incentive Audience leaves page Optimize for visibility and drive traffic
  • 37. Take-aways 1. Segment your audience – Think of your sales cycle! 2. Build a user profile – Use Google Analytics Reports 3. Apply both or these to target your audience and tailor your message! 4. Test dynamic remarketing on custom segments -> cart abandoners! 5. Extend your reach -> exclude GDN when working with third parties!
  • 38. Finally, I bought…. But not with Zalando!
  • 39. Thank you!
  • 40. KNEWLEDGE LUXEMBOURG 4, RUE D’ARLON L-8399 WINDHOF KNEWLEDGE BELGIUM WITTE PATERSSTRAAT 4 4, RUE DES PÈRES BLANCS B-1040 BRUXELLES wouter@knewledge.com
  • 41. About Knewledge Vision : Performance Marketing ◦ We strongly believe in the shift of media buying to performance based buying. Marketing decisions are now based upon data analysis. Strategies are driven by data. Mission : Be Your Partner ◦ We are your partner in developing your online marketing activities. Team : Multilingual Experienced Experts ◦ A passionate multilingual team of experienced experts. Offices : Luxembourg & Brussels ◦ We are close to our clients and capable of managing campaigns on an international scale with native French, Dutch and German speakers. Certificates : Google AdWords & Google Analytics
  • 42. Our Services