GoogleRemarketingTips For Better Retargeting6/07/2011Lisa RaehslerSEM Strategy Consultant, Big Click Co.@LisaRocksSEM
Agenda•    About Me•    Retargeting: What/How•    Set-Up Considerations•    List & Targeting Strategies•    Optimizations•...
About Me       • Pay-­‐per-­‐click	  management,	  specializing	  in	            – Ecommerce	  	            – Retarge;ng	 ...
Retargeting•  Reconnect	  with	     consumers	  that	  have	     previously	  been	  to	  your	     site	  •  Redirects	  ...
How It Works          Small	  piece	  of	  code	  placed	  on	            adver;ser’s	  site	  	            Sets	  a	  "co...
Critical Set-Up Considerations	  •  Google	  Display	  network,	  accepts	  	       •  image	  ads	       •  text	  ad	  	...
Critical Set-Up Considerations•  Adjust	  the	  membership	     dura;on:	  number	  of	  days	     the	  cookie	  stays	  ...
Critical Set-Up Considerations•  De-­‐dupe	  view-­‐through	     conversions	  •  Users	  who	  clicked	  on	       your	 ...
List & Targeting Strategies•  The	  ads	  can	  be	  shown	  on	     any	  website	  in	  the	     retarge;ng	  network	  ...
List & Targeting Strategies•  Abandoned	  shopping	  cart	  	  •  Retarge;ng	  cookie	  code	  on	  the	     shopping	  ca...
List & Targeting Strategies•  Loyalty	  •  Reaches	  customers	  who	  have	     completed	  a	  transac;on	  on	  your	  ...
List & Targeting Strategies•  Email	  •  Place	  code	  into	  emails	  to	  cookie	     those	  who	  open	  it	  •  Plac...
List & Targeting Strategies•  Mul.ple	  remarke.ng	     channels	  •  Expand	  reach	  •  Limit	  to	  one	  or	  two	  ch...
List & Targeting Strategies•  Custom	  combina.ons	  	  •  Target	  your	  audience	  by	  mixing	  and	  matching	  your	...
Optimization Tips•  What	  if	  you	  are	  not	  reaching	     your	  full	  list?	  	  •  To	  find	  out,	  calculate	  ...
Optimization Tips•  Your	  prospect	  is	  already	  qualified,	  no	     need	  to	  restrict	  your	  campaign	     geogr...
Optimization Tips•  Increase	  bids	  to	  appear	  in	  the	  Display	  Network	  more	  frequently	  	  •  Reach	  more	...
Optimization Tips•  Segment	  out	  specific	  sites	  (then	  exclude	  them	  from	  the	  master	  list)	  based	  on	  ...
Google Retargeting: Example•  CrumplePop	  launched	     retarge6ng:	  •  14,000	  prospects	  •  15%	  of	  click	  conve...
Takeaway Points•  Set-up is critical to success•  Be creative with Lists•  Optimize to take to next level
Thank You            Google Remarketing            Tips For Better Retargeting            Lisa Raehsler            SEM Str...
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Google Remarketing Lisa Raehsler OMS 2011

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Google Remarketing: Tips for Better Retargeting

Learn best practices for reconnecting with your audience wherever they are on the web and drive them back to your website. This session will cover all you need to know from critical set-up considerations to optimization tips for greater performance.

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Google Remarketing Lisa Raehsler OMS 2011

  1. 1. GoogleRemarketingTips For Better Retargeting6/07/2011Lisa RaehslerSEM Strategy Consultant, Big Click Co.@LisaRocksSEM
  2. 2. Agenda•  About Me•  Retargeting: What/How•  Set-Up Considerations•  List & Targeting Strategies•  Optimizations•  Performance Example•  Takeaways•  Q&A
  3. 3. About Me • Pay-­‐per-­‐click  management,  specializing  in   – Ecommerce     – Retarge;ng   • Managed  over  40  PPC  accounts  at  agencies  and  client  side   • Co-­‐founder  MnSEM,  Ac;ve  volunteer  MIMA  4+  yrs   • Recent  column:  Dont  Ignore  the  Nega.ve,  ClickZ:  hIp://j.mp/mqCjzl     • Training  June  29th:  hIp://demandquest.com/courses/search-­‐analy;cs-­‐op;miza;on-­‐and-­‐success-­‐strategies/     @LisaRocksSEM  
  4. 4. Retargeting•  Reconnect  with   consumers  that  have   previously  been  to  your   site  •  Redirects  prospects  back  •  Keeps  your  site  or   product  top  of  mind  •  Mul;-­‐touches  •  Known  to  be  more   effec.ve  than  typical   display  due  to  more   qualified  audience   @LisaRocksSEM  
  5. 5. How It Works Small  piece  of  code  placed  on   adver;ser’s  site     Sets  a  "cookie"  in  the  users   browser   Cookie  iden;fies  user  and   instructs  the  ad  network  to   save  website  visitors  to  a   retarge;ng  list   @LisaRocksSEM  
  6. 6. Critical Set-Up Considerations  •  Google  Display  network,  accepts     •  image  ads   •  text  ad     •  video  •  Create  mul;ple  crea;ve  versions  of   all  sizes  to  maximize  reach.     @LisaRocksSEM  
  7. 7. Critical Set-Up Considerations•  Adjust  the  membership   dura;on:  number  of  days   the  cookie  stays  in  the   users  browser  •  Be  sure  this  correlates   with  the  sales  cycle  of  the   product  •  HoIer  prospects  may  be   more  recent  visitors,  but   a  longer  sales  cycle  will   You  will  find  this  se_ng  in  the  “Audience”   tab.   require  targe;ng  your   audience  for  a  longer   period  of  ;me   @LisaRocksSEM  
  8. 8. Critical Set-Up Considerations•  De-­‐dupe  view-­‐through   conversions  •  Users  who  clicked  on   your  search  ad  in  the  last   thirty-­‐days  wont  be   counted  as  a  view-­‐ through  conversion     “View-­‐through  conversion  search  de-­‐duplica;on”  can  be   found  in  the  conversion  sec;on  of  the  “repor;ng  and   tools”  tab.   @LisaRocksSEM  
  9. 9. List & Targeting Strategies•  The  ads  can  be  shown  on   any  website  in  the   retarge;ng  network  a   prospect  visits,  regardless   of  the  content  •  The  ads  wont  be  shown   to  people  who  are  not  on   the  list  •  Use  different  code/ cookie  for  each  list  you   want  to  target   @LisaRocksSEM  
  10. 10. List & Targeting Strategies•  Abandoned  shopping  cart    •  Retarge;ng  cookie  code  on  the   shopping  cart  pages  only  •  Serve  them  with  an  ad  that  acts   a  gentle  reminder  to  revisit   your  store  •  Reinforce  your  “buy”  offers  like   "free  shipping"  or  “10%  off  next   purchase”   @LisaRocksSEM  
  11. 11. List & Targeting Strategies•  Loyalty  •  Reaches  customers  who  have   completed  a  transac;on  on  your  site    •  Code  added  to  the  confirma;on  page  •  Use  this  to  cross-­‐sell  or  up-­‐sell  to  recent   buyers  •  Youll  need  to  understand  your   customer  behavior  and  their  repeat   purchase  paIerns  to  design  the  most   effec;ve  "loyalty"  campaign   @LisaRocksSEM  
  12. 12. List & Targeting Strategies•  Email  •  Place  code  into  emails  to  cookie   those  who  open  it  •  Placing  code  on  one  or  more  email   landing  pages  for  those  who   respond    •  Ge_ng  more  qualified  leads   @LisaRocksSEM  
  13. 13. List & Targeting Strategies•  Mul.ple  remarke.ng   channels  •  Expand  reach  •  Limit  to  one  or  two  channels  •  Downside  considera;ons:   •  Loss  of  control  over   global  frequency   •  Duplicate  user  targe;ng   •  Compete  against   yourself   @LisaRocksSEM  
  14. 14. List & Targeting Strategies•  Custom  combina.ons    •  Target  your  audience  by  mixing  and  matching  your  lists  with  an   AND/OR/NOT  rela;onship.    •  You  can  create  these  in  the  “Audiences”  tab.    •  For  example:  to  target  all  non-­‐buyers  who  visited  the  men’s   category  page   •  select  "all  of  these  audiences"  to  include  your  “men’s   category”  list  and     •  then  "none  of  these  audiences"  to  exclude  the  purchaser  list.    •  Combina;ons  are  endless!   @LisaRocksSEM  
  15. 15. Optimization Tips•  What  if  you  are  not  reaching   your  full  list?    •  To  find  out,  calculate  the  share   of  users  you  are  reaching  •   If  the  percentage  of  users  you   are  reaching  is  low,  you  are   missing  opportunity  •  In  the  formula,  “5”  represents   the  average  number  of   impressions  per  one  user.     @LisaRocksSEM  
  16. 16. Optimization Tips•  Your  prospect  is  already  qualified,  no   need  to  restrict  your  campaign   geographically  •  Remember,  you  want  to  reach  your  users   wherever  they  are  which  can  include  all   countries  and  languages       @LisaRocksSEM  
  17. 17. Optimization Tips•  Increase  bids  to  appear  in  the  Display  Network  more  frequently    •  Reach  more  users  to  drive  beIer  performance  •  Display  Network  bid  is  set  at  the  ad  group  level-­‐  separate  from  search     @LisaRocksSEM  
  18. 18. Optimization Tips•  Segment  out  specific  sites  (then  exclude  them  from  the  master  list)  based  on   performance  •  If  a  few  sites  are  yielding  the  top  results,  segment  them  out  and  customize  messaging,   bidding,  etc  to  op;mize  results     @LisaRocksSEM  
  19. 19. Google Retargeting: Example•  CrumplePop  launched   retarge6ng:  •  14,000  prospects  •  15%  of  click  conversions  •  90%  of  view  through   conversions  •  52%  of  total  conversions   @LisaRocksSEM  
  20. 20. Takeaway Points•  Set-up is critical to success•  Be creative with Lists•  Optimize to take to next level
  21. 21. Thank You Google Remarketing Tips For Better Retargeting Lisa Raehsler SEM Strategy Consultant, Big Click Co. lisa@bigclickco.com (612) 424-1SEM @LisaRocksSEM www.linkedin.com/in/lisarockssem
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