Oms11-lisa_raehsler_retargeting

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•  Performance Example•  Takeaways•  Q&A

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Google Retargeting: Example•  CrumplePop launched retarge6ng: •  14,000 prospects •  15% of click conversions •  90% of view through conversions •  52% of total conversions @LisaRocksSEM

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 Strategy Consultant, Big Click Co. lisa@bigclickco.com (612) 424-1SEM @LisaRocksSEM www.linkedin.com/in/lisarockssem

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Oms11-lisa_raehsler_retargeting

by Lisa Raehsler on Jun 08, 2011

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Oms11-lisa_raehsler_retargeting — Presentation Transcript