Wouter Schikhof - Conversion Day 2014

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Conversion Day 2014

Conversion Day 2014

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  • 1. CONVERSION DAY 2014 Tips & tricks for more effective remarketing
  • 2. #ConversionDay HI…….MY NAME IS @WOUTERSCHIKHOF
  • 3. #ConversionDay Before we start… Remarketing Retargeting
  • 4. #ConversionDay 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. Retarge'ng  
  • 5. #ConversionDay How it works…
  • 6. #ConversionDay ...% of the visitors buy on the first visit? Pop Quiz Only 2%!
  • 7. #ConversionDay The customer journey (            )   ConsiderationRational purchase drivers are weighed against emotional purchase drivers. Orientation Search and browse. DiscoverTrigger interest and build up emotional affection Convert Store locator Buy online AdvocacyShare purchase Share experience. Awareness Drive Brand or Product Awareness Retargeting messages should focus on the customer’s mind set in each step.
  • 8. #ConversionDay The shoe-hunt journey
  • 9. #ConversionDay The shoe-hunt journey (            )   Starting point of my journey!
  • 10. #ConversionDay Orientation - Browsing
  • 11. #ConversionDay Orientation - Browsing “all court” or “pure gravel”?
  • 12. #ConversionDay 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)
  • 13. #ConversionDay 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
  • 14. #ConversionDay Tip 1 – Segment your audience Segments in Google Analytics allows you to create custom segments.
  • 15. #ConversionDay Tip 1 – Segment your audience And import these as Remarketing lists!
  • 16. #ConversionDay You should use Google Analytics Smart lists for Remarketing. Papa Smurf says these automated list are a very powerful! Tip 2 – GA Smart Lists
  • 17. #ConversionDay 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)  
  • 18. #ConversionDay 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!
  • 19. #ConversionDay Tip 2 – Analyse visitor profile Demographic data Details on target audience characteristics and the most valuable segments
  • 20. #ConversionDay Tip 2 – Analyse visitor profile Affinity categories Which “audience types” (lifestyle) are more likely to convert Target your campaign!
  • 21. #ConversionDay Consideration - Shopping
  • 22. #ConversionDay Consideration - Shopping Brand preference (emotional purchase driver) is triggered and weighed against rational purchase drivers – results into a short list!
  • 23. #ConversionDay Consideration - Shopping Practical or Status?
  • 24. #ConversionDay Tip 3 – Increase ad relevance
  • 25. #ConversionDay 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!!
  • 26. #ConversionDay Tip 3 – Increase ad relevance - Example ≠
  • 27. #ConversionDay 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!
  • 28. #ConversionDay 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),
  • 29. #ConversionDay Tip 4 – Dynamic remarketing   Google Adwords automatically creates the following remarketing lists for you!
  • 30. #ConversionDay 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,
  • 31. #ConversionDay 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.
  • 32. #ConversionDay Tip 5 – Extend your reach Retargeting Advertisers Ad ExchangesDoubleclickRubicon Microsoft Improve DigitalAppnexus Facebook Publishers (websites)
  • 33. #ConversionDay Tip 5 – Extend your reach   Implement a smart pixel and build your audiences like in Adwords
  • 34. #ConversionDay Tip 5 – Extend your reach
  • 35. #ConversionDay Tip 5 – Extend your reach
  • 36. #ConversionDay Food for thought – Remarketing & Awareness Build remarketing audience (viewers) Support Awareness Remarketing your YouTube audiences Thema&c  targe&ng   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
  • 37. #ConversionDay Food for thought – Remarketing & Discovery Remarket audience Audience leaves page Optimize for visibility and drive traffic Free case study download!
  • 38. #ConversionDay Food for thought – Remarketing & Orientation Remarket audience with incentive Audience leaves page Optimize for visibility and drive traffic
  • 39. #ConversionDay 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!
  • 40. #ConversionDay Finally, I bought…. But not with Zalando!
  • 41. #ConversionDay Thank you!
  • 42. 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