This document discusses remarketing and provides tips for doing it effectively and ethically. It recommends segmenting audiences based on their behavior, using short cookie lengths, limiting ad frequency, creating relevant ads, and telling a story over multiple interactions. Remarketing should add value for users, not be intrusive, and respect privacy policies. Partnerships can expand reach, and branding across channels increases impact. Privacy requirements include disclosing third-party data collection.

1. Remarketing: Efficient or Intrusive?
SMX Stockholm 2012

2. Magnus Strømnes Bøe
Senior Consultant
RED Performance
Twitter: magnusboe
Email: msb@redperformance.no
Web: redperformance.no

7. EU Cookie regulation
Rough translation:
It’s forbidden to READ or STORE data from the
users communication device without the users
explicit consent.

13. Your online choices

14. Helpful
retargeting

15. 4 rules of ethical remarketing
• Add value for the audience
– Be helpful, not intrusive
• Don’t be a stalker
– Mind your frequency and cookie time
• Be sensitive
– Messaging and context
• Choose the white hat systems
– Respecting youronlinechoices.com
– Easy to read privacy policy

16. Sensitivity matters
Yahoo's take on Ms. Reid, who was 17 years old at the time, hit
the mark: She was, in fact, worried that she may be 15 pounds
too heavy for her 5-foot, 6-inch frame. She says she often does
online research about weight loss.
"Every time I go on the Internet," she says, she sees weight-
loss ads. "I'm self-conscious about my weight," says Ms.
Reid, whose father asked that her hometown not be given.
"I try not to think about it…. Then [the ads] make me start
thinking about it."
Source: Wall Street Journal
http://online.wsj.com/article/SB10001424052748703940904575395073512989404.html

17. 4 rules of ethical remarketing
• Add value for the audience
– Be helpful, not intrusive
• Don’t be a stalker
– Mind your frequency and cookie time
• Be sensitive
– Messaging, context
• Choose the white hat systems
– Respecting youronlinechoices.com
– Easy to read privacy policy

18. How to do remarketing
1. What needs fixing?
2. System
3. Segment
4. Cookie length
5. Frequency
6. Creatives
7. Storyline

19. 1. What needs fixing?
Target Site
Leads Customers
audiences visitors
Search Remarketing E-mail E-mail
Display
Social
Offline

20. 1. What needs fixing?

21. 2. System

22. 2. System
Segments Lists
Campaigns
Creatives

23. 2. System
• Control panel and Library > Audiences

24. Remarketing Lists: Tags

26. 3. Segment
Lists Behaviour
Landing Page
All Visitors
Form Page
Converted
Form Submit

27. 3. Segment

28. 3. Segment

29. 3. Segment

30. 3. Segment
Type Name Open/Closed Membership duration Tags/Rules Number of
Users
Remarketing Landing Page Open 30 days Landing Page 15,000
Remarketing Form Page Open 30 days Form Page 8,000
Remarketing Form Submitted Open 365 days Lead 1,500

31. 4. Cookie length
30 days
Critical CR at current CPC
Weeks 1 2 3 4 5 6 7 8 9 10

32. 4. Cookie length
10 days 10 days
Critical CR at current CPC
Weeks 1 2 3 4 5 6 7 8 9 10

33. 4. Cookie length
• Achieving more consistent CR and lower CPA
• ...but slightly lower absolute volumes
10 days
Critical CR at current CPC
Weeks 1 2 3 4 5 6 7 8 9 10

34. 5. Frequency

35. 6. Creatives

36. 6. Create creative creatives!
Ordinary Display: Remarketing-list: Remarketing list:
Brand Ads Browsing Nikon Put something in Shopping
Basket > € 100
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the market leader on October 2012 with the
week only!
cameras online code RM100!
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37. 6. Mix and match interest groups
Discover Barcelona
Interest:
Architecture
+ Interest:
Vacation Offers
= Enjoy a weekend of world-class
Architecture. Flights from £99!
www.example.com
- Remarketing:
Converted

38. 7. Storyline
90 Days - 30 days
“People who have previously visited my site,
but not in the last 30 days”

39. 7. Storyline
Original
• Book your skiing holiday with us
1w
• Hurry, top skiing holidays going fast!
2w
• Limited offer - Save 10% on your skiing holiday
3w
• Last chance - Save 20% on your skiing holiday!

40. 7. Storyline – cross channels
Day 1 Day 2 Day 3-10+

41. How to do remarketing
1. What needs fixing?
2. System
3. Segment
4. Cookie length
5. Frequency
6. Creatives
7. Storyline

42. Some remarketing tips!

43. Remarketing Partnerships
300 cookies 10k cookies

44. Remarketing Partnerships
• Cookies for hire
Implement remarketing tags on their site
• Swap tags
Find non-competing but complimentary sites or similar audience interests:
– Ski equipment sites with ski holiday sites
– Snowboarding sites with surfing sites

45. Branding: Surround to Make a
BIGGER impact

46. Privacy Policy requirements
General guidelines by Google
• Third party vendors, including Google, show your
ads on sites on the internet.
• Third party vendors, including Google, use cookies
to serve ads based on a user's prior visits to your
website.
• Users may opt out of Google's use of cookies by
visiting the Google advertising opt-out page.
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=100746

47. Facebook retargeting
• Massive inventory!
• By the end of October,
100 % of the inventory
will be available

48. Thank you!

49. Any questions?
Magnus Strømnes Bøe
Senior Consultant
RED Performance
Twitter: magnusboe
Email: msb@redperformance.no
Web: redperformance.no