Remarketing: Efficient or Intrusive?        SMX Stockholm 2012
Magnus Strømnes BøeSenior ConsultantRED PerformanceTwitter:       magnusboeEmail:         msb@redperformance.noWeb:       ...
EU Cookie regulationRough translation:It’s forbidden to READ or STORE data from theusers communication device without the ...
Your online choices
Helpfulretargeting
4 rules of ethical remarketing•  Add value for the audience   –  Be helpful, not intrusive•  Don’t be a stalker   –  Mind ...
Sensitivity mattersYahoos take on Ms. Reid, who was 17 years old at the time, hitthe mark: She was, in fact, worried that ...
4 rules of ethical remarketing•  Add value for the audience   –  Be helpful, not intrusive•  Don’t be a stalker   –  Mind ...
How to do remarketing1.    What needs fixing?2.    System3.    Segment4.    Cookie length5.    Frequency6.    Creatives7. ...
1. What needs fixing?   Target        Site                           Leads    Customers audiences     visitors Search      ...
1. What needs fixing?
2. System
2. System   Segments   Lists              Campaigns              Creatives
2. System•    Control panel and Library > Audiences
Remarketing Lists: Tags
3. Segment       Lists         Behaviour                   Landing Page    All Visitors                    Form Page    Co...
3. Segment
3. Segment
3. Segment
3. SegmentType          Name             Open/Closed   Membership duration   Tags/Rules     Number of                     ...
4. Cookie length                 30 days                                                      Critical CR at current CPC W...
4. Cookie length       10 days               10 days                                                      Critical CR at c...
4. Cookie length•    Achieving more consistent CR and lower CPA•    ...but slightly lower absolute volumes                ...
5. Frequency
6. Creatives
6. Create creative creatives!  Ordinary Display:    Remarketing-list:    Remarketing list:  Brand Ads            Browsing ...
6. Mix and match interest groups                                         Discover Barcelona  Interest:Architecture        ...
7. Storyline   90 Days                                        - 30 days         “People who have previously visited my sit...
7. StorylineOriginal           •  Book your skiing holiday with us  1w           •  Hurry, top skiing holidays going fast!...
7. Storyline – cross channels    Day 1        Day 2          Day 3-10+
How to do remarketing1.    What needs fixing?2.    System3.    Segment4.    Cookie length5.    Frequency6.    Creatives7. ...
Some remarketing tips!
Remarketing Partnerships      300 cookies   10k cookies
Remarketing Partnerships•    Cookies for hire     Implement remarketing tags on their site•    Swap tags     Find non-comp...
Branding: Surround to Make aBIGGER impact
Privacy Policy requirementsGeneral guidelines by Google•  Third party vendors, including Google, show your   ads on sites ...
Facebook retargeting•  Massive inventory!•  By the end of October,   100 % of the inventory   will be available
Thank you!
Any questions?Magnus Strømnes BøeSenior ConsultantRED PerformanceTwitter:       magnusboeEmail:         msb@redperformance...
Remarketing: Efficient or Intrusive
Remarketing: Efficient or Intrusive
Remarketing: Efficient or Intrusive
Remarketing: Efficient or Intrusive
Remarketing: Efficient or Intrusive
Remarketing: Efficient or Intrusive
Remarketing: Efficient or Intrusive
Remarketing: Efficient or Intrusive
Remarketing: Efficient or Intrusive
Remarketing: Efficient or Intrusive
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Remarketing: Efficient or Intrusive

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Presentation from SMX Stockholm 2012 about remarketing (retargeting). Ethics, best practise, tips and a generel how to do remarketing.

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Remarketing: Efficient or Intrusive

  1. 1. Remarketing: Efficient or Intrusive? SMX Stockholm 2012
  2. 2. Magnus Strømnes BøeSenior ConsultantRED PerformanceTwitter: magnusboeEmail: msb@redperformance.noWeb: redperformance.no
  3. 3. EU Cookie regulationRough translation:It’s forbidden to READ or STORE data from theusers communication device without the usersexplicit consent.
  4. 4. Your online choices
  5. 5. Helpfulretargeting
  6. 6. 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
  7. 7. Sensitivity mattersYahoos take on Ms. Reid, who was 17 years old at the time, hitthe mark: She was, in fact, worried that she may be 15 poundstoo heavy for her 5-foot, 6-inch frame. She says she often doesonline research about weight loss."Every time I go on the Internet," she says, she sees weight-loss ads. "Im 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 startthinking about it."Source: Wall Street Journalhttp://online.wsj.com/article/SB10001424052748703940904575395073512989404.html
  8. 8. 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
  9. 9. How to do remarketing1.  What needs fixing?2.  System3.  Segment4.  Cookie length5.  Frequency6.  Creatives7.  Storyline
  10. 10. 1. What needs fixing? Target Site Leads Customers audiences visitors Search Remarketing E-mail E-mail Display Social Offline
  11. 11. 1. What needs fixing?
  12. 12. 2. System
  13. 13. 2. System Segments Lists Campaigns Creatives
  14. 14. 2. System•  Control panel and Library > Audiences
  15. 15. Remarketing Lists: Tags
  16. 16. 3. Segment Lists Behaviour Landing Page All Visitors Form Page Converted Form Submit
  17. 17. 3. Segment
  18. 18. 3. Segment
  19. 19. 3. Segment
  20. 20. 3. SegmentType Name Open/Closed Membership duration Tags/Rules Number of UsersRemarketing Landing Page Open 30 days Landing Page 15,000Remarketing Form Page Open 30 days Form Page 8,000Remarketing Form Submitted Open 365 days Lead 1,500
  21. 21. 4. Cookie length 30 days Critical CR at current CPC Weeks 1 2 3 4 5 6 7 8 9 10
  22. 22. 4. Cookie length 10 days 10 days Critical CR at current CPC Weeks 1 2 3 4 5 6 7 8 9 10
  23. 23. 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
  24. 24. 5. Frequency
  25. 25. 6. Creatives
  26. 26. 6. Create creative creatives! Ordinary Display: Remarketing-list: Remarketing list: Brand Ads Browsing Nikon Put something in Shopping Basket > € 100 Great offers onAcme Cameras Inc. – Get 20 % off in Nikon cameras thisthe market leader on October 2012 with the week only!cameras online code RM100! Buy now! Click to Claim Click here! your 20 % discount! Buy your Nikon Great deals on camera from Acme Free shipping today for dSLR cameras! and get up to 4 all newsletter years warranty subscribers! ACME Cameras Inc. Claim your free shipping Buy now! Click here!
  27. 27. 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
  28. 28. 7. Storyline 90 Days - 30 days “People who have previously visited my site, but not in the last 30 days”
  29. 29. 7. StorylineOriginal •  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!
  30. 30. 7. Storyline – cross channels Day 1 Day 2 Day 3-10+
  31. 31. How to do remarketing1.  What needs fixing?2.  System3.  Segment4.  Cookie length5.  Frequency6.  Creatives7.  Storyline
  32. 32. Some remarketing tips!
  33. 33. Remarketing Partnerships 300 cookies 10k cookies
  34. 34. 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
  35. 35. Branding: Surround to Make aBIGGER impact
  36. 36. Privacy Policy requirementsGeneral 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 users prior visits to your website.•  Users may opt out of Googles use of cookies by visiting the Google advertising opt-out page. http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=100746
  37. 37. Facebook retargeting•  Massive inventory!•  By the end of October, 100 % of the inventory will be available
  38. 38. Thank you!
  39. 39. Any questions?Magnus Strømnes BøeSenior ConsultantRED PerformanceTwitter: magnusboeEmail: msb@redperformance.noWeb: redperformance.no

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