Remarketing – the art of increasing brand visibility and conversions

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PPC specialist Danny Roche outlines the importance of remarketing and brand visibility.

PPC specialist Danny Roche outlines the importance of remarketing and brand visibility.

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  • 1. SITE RETARGETING & REMARKETINGDAN ROCHEPPC SPECIALIST
  • 2. WHAT IS REMARKETING/RETARGETING• RETARGETING IS THE FUNCTION OF CAPTURING INFORMATION AT ONE TOUCHPOINT & USING THAT INFORMATION TO TARGET A USER AT ANOTHER TOUCHPOINT• SEOMOZ STUDY SHOWED THAT RETARGETED CUSTOMERS WERE 70% MORE LIKELY TO CONVERT & THEY WILL SPEND OVER 50% MORE THAN NORMAL VISITORS
  • 3. GOOGLE ADWORDS REMARKETING TYPICAL INTERNET USER REMARKETING
  • 4. GOOGLE ADWORDS REMARKETING• STAGE 1: THE STANDOFF• STAGE 2: THE INTERACTION
  • 5. GOOGLE ADWORDS REMARKETING• STAGE 3 ANNOYANCE
  • 6. GOOGLE ADWORDS REMARKETING
  • 7. FREQUENCY CAPPING• VERY IMPORTANT TO USE FREQUENCY CAPPING• TIP – LOOK AT TIME LAG REPORT IN MULTI CHANNEL FUNNELS SOURCE: SEARCH ENGINE LAND
  • 8. REMARKETING LISTS• KEY TAKEAWAY FROM YESTERDAY - KRISTJAN MAR HAUKSSON• USE TOP CONTENT REPORTS IN GA TO CREATE REMARKETING LISTS• CREATE A CUSTOM REPORT OUTLINING PAGE, CONVERSION RATEAND REVENUE• CREATE MULTIPLE
  • 9. NEGATIVE REMARKETING LISTS• WHEN AN ADVERTISER HAS MULTIPLE REMARKETING LISTS,NEGATIVE LISTS MUST BE CREATED TO STOP CERTAIN USERS WHOVISITED THE SITE BEING RETARGETED TO• COULD ADD NEGATIVE LIST OF CONVERTED USERS DEPENDANT ONPRODUCT• IF NEGATIVE LISTS ARE NOT ADDED AND A USER IS ON 2 LISTS QSWILL PREVAIL
  • 10. REMARKETING CUSTOM COMBINATIONS• CUSTOM COMBINATIONS ALLOW AN ADVERTISER TO USE MULTIPLECRITERIA TO ENSURE EXACT USERS ARE TARGETED• IF YOU NEED TO TAILOR ADVERTS TO WHAT A USER DID ON YOUR SITETHEN CUSTOM COMBINATIONS ARE AWESOME• EXAMPLES: • VISITORS WHO VISIT A SHOPPING CART PAGE AND DO NOT CONVERT • VISITORS WHO PURCHASE A COMPUTER WHO DO NOT BUY A KEYBOARD • VISITOR WHO BUYS A PRODUCT CAN BE RETARGETED WITH ANOTHER PRODUCT E.G. WHISKEY
  • 11. SETTING UP CUSTOM COMBINATIONS
  • 12. REMARKETING MEASUREMENT• THINGS YOU SHOULD LOOK AT: • RELATIVE CTR • VIEW THROUGH CONVERSIONS • MULTI CHANNEL FUNNELS• RELATIVE CTR SHOWS AN ADVERTISERS PERFORMANCE VERSUSOTHER ADVERTISERS WHO WISH TO APPEAR ON THE SAME SITES• WORKED OUT BY DIVIDING YOUR CTR ON DISPLAY PLACEMENTS BYOTHER ADVERTISERS CTR. AVERAGE IS 1X
  • 13. REMARKETING MEASUREMENT• VIEW THROUGH CONVERSIONS OCCUR WHEN A USER SEES AN IMAGEOR RICH MEDIA ADVERT, DOES NOT INTERACT WITH IT BUT COMPLETESA DESIRED ACTION ON YOUR SITE• USUALLY SET AS DEFAULT AND HIDING IN THE COLUMNS TAB INADWORDS.
  • 14. MULTI CHANNEL FUNNELS• ATTRIBUTION STILL REMAINS UNCLEAR IN THE INDUSTRY• ECONSULTANCY REPORT SHOWS THAT 54% OF AGENCIES STILL USELAST CLICK ATTRIBUTION• 41% USE CUSTOMISED ATTRIBUTION
  • 15. WHAT GOES ON IN MY HEAD• B2C CLIENTS – PAYMENTS DECLINED• B2B CLIENTS – PURCHASE ORDER
  • 16. THANK YOU FOR YOUR TIMEANY QUESTIONS?EMAIL: TWITTERDANNY@PUSHON.CO.UK @COCKETMAN