Remarketing with Google Analytics - SES London 2013
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Remarketing with Google Analytics - SES London 2013

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Presentation from SES London 2013

Presentation from SES London 2013

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  • Image credit - http://www.istockphoto.com/stock-photo-1376675-my-privacy-02.php?st=15a4339
  • Image credit - http://www.istockphoto.com/stock-photo-16696389-flat-line-alert-on-heart-monitor.php?st=282f069
  • Image credit - http://www.istockphoto.com/stock-photo-5641082-write-right-here.php?st=d8abee4
  • Image credit - http://www.istockphoto.com/stock-photo-21184088-production-line.php?st=d32f211
  • http://www.istockphoto.com/stock-photo-2755371-baby-expressions.php?st=16c0af9

Remarketing with Google Analytics - SES London 2013 Presentation Transcript

  • 1. Winning PPC Tactics PPC Remarketing with Google Samantha Noble Koozai Marketing Director London| 18–21 February
  • 2. London| 18–21 February 2013 | #SESLON What You Will Learn How to kick start your remarketing How to build targeted lists and audiences How to optimise your campaigns @koozai_sam
  • 3. PLUS 1 Dashboard 5 Lists & Strategies 16 Takeaway Tips
  • 4. London| 18–21 February 2013 | #SESLON Did You Know?
  • 5. London| 18–21 February 2013 | #SESLON 20% OF ADWORDS TRAFFIC IS VIA GOOGLE DISPLAY NETWORK (Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
  • 6. London| 18–21 February 2013 | #SESLON Why Advertise Like This? @koozai_sam
  • 7. London| 18–21 February 2013 | #SESLON When You Can Advertise Like This? @koozai_sam
  • 8. London| 18–21 February 2013 | #SESLON Did You Know?
  • 9. London| 18–21 February 2013 | #SESLON RETARGETED CUSTOMERS ARE 70% MORE LIKELY TO COMPLETE A PURCHASE (Source: http://www.criteo.com/)
  • 10. London| 18–21 February 2013 | #SESLON
  • 11. Implementing Remarketing
  • 12. London| 18–21 February 2013 | #SESLON Why Analytics Over AdWords Code? @koozai_sam
  • 13. London| 18–21 February 2013 | #SESLON The Code @koozai_sam
  • 14. London| 18–21 February 2013 | #SESLON Updating With Ease
  • 15. London| 18–21 February 2013 | #SESLON @koozai_sam
  • 16. London| 18–21 February 2013 | #SESLON Drops in recorded GA traffic Some sites up to 50% drop http://kooz.ai/analytics-traffic-drops GA code blocked by ad blocking software Drops vary across industries @koozai_sam
  • 17. Audiences & Goals
  • 18. London| 18–21 February 2013 | #SESLON Campaign Goals 1. 2. 3. 4. 5. 6. Brand Engagement Brand Awareness Visitor Nurturing Cross Sell & Upsell Customer Engagement Offer Promotion @koozai_sam
  • 19. London| 18–21 February 2013 | #SESLON The Pre-Defined Lists All Visitors Specific Page Specific Section Goal Completions @koozai_sam
  • 20. London| 18–21 February 2013 | #SESLON Custom Built List Examples Location Specific Medium Operating System Traffic Source Visit Duration Revenue Generated
  • 21. London| 18–21 February 2013 | #SESLON Combination List Examples Viewed Product > Did Not Convert Started Checkout > Left the Site Added Product to Basket > Left the Checkout Viewed Blog > Did Not View Service Page @koozai_sam Best practice: Build combination lists in AdWords using Analytics lists
  • 22. Optimisation Tips
  • 23. London| 18–21 February 2013 | #SESLON The Process Decide on Goal Build Targeted Audiences Create Quality Ads On-going Refinement Monitor and Optimise Start Campaigns @koozai_sam
  • 24. London| 18–21 February 2013 | #SESLON Top Optimisation Tips
  • 25. London| 18–21 February 2013 | #SESLON Top Optimisation Tips
  • 26. 5 Lists & Strategies
  • 27. London| 18–21 February 2013 | #SESLON Visit Duration > 10 Minutes  Visitor Nurturing Campaign  Enticing visitors back into your site  Ad reinforces the brand and an offer  Example - SEOmoz @koozai_sam
  • 28. London| 18–21 February 2013 | #SESLON Visit Duration > 10 Minutes @koozai_sam
  • 29. London| 18–21 February 2013 | #SESLON Left Basket 10+ Days Ago  Customer Offer Campaign  Pre-qualified visitors, interested in purchasing – entice with an offer  Point to dedicated landing page  Example – ASDA, Butlins, Radisson Blu Hotel @koozai_sam
  • 30. London| 18–21 February 2013 | #SESLON Left Basket 10+ Days Ago
  • 31. London| 18–21 February 2013 | #SESLON Product & Basket Viewed  Subliminal Message Campaign  Highlight specific products or services viewed  Example – Amazon @koozai_sam
  • 32. London| 18–21 February 2013 | #SESLON Product & Basket Viewed
  • 33. London| 18–21 February 2013 | #SESLON Page Viewed for 2+ Minutes  Product or Service Promotion Campaign  For pages engaged with for more than two minutes  Example – Booking.com @koozai_sam
  • 34. London| 18–21 February 2013 | #SESLON Page Viewed for 2+ Minutes @koozai_sam
  • 35. London| 18–21 February 2013 | #SESLON Converted 50 Days Ago  Cross Sell or Upsell Campaign  After a visitor has converted, entice them back to the site to purchase again  Example – Late Rooms @koozai_sam
  • 36. London| 18–21 February 2013 | #SESLON Converted 50 Days Ago
  • 37. Remarketing Dashboard
  • 38. London| 18–21 February 2013 | #SESLON Remarketing Dashboard
  • 39. 16 Final Tips
  • 40. London| 18–21 February 2013 | #SESLON Only run one piece of code, preferably Analytics Update Privacy Policy to include cookies Select the right profile, one that excludes internal Get a naming strategy in place, once set you can’t change Set membership duration at 540 days Get at least 100 people in the list before you start Custom combinations to be created in AdWords Entice visitors back with offers @koozai_sam
  • 41. London| 18–21 February 2013 | #SESLON Create separate campaigns per target audience/ad Expect to see a low CTR but high Conversion Rate Send ads to dedicated and well optimised landing pages Continuously refine sites showing your ads Update the Frequency Capping in AdWords Think about running specific adverts for mobile users Watch any traffic drops if using default GA code Get the code added to your site today! @koozai_sam
  • 42. London| 18–21 February 2013 | #SESLON Who Does Google Think I Who Does Google Think You Are? Am? http://www.google.com/ads/preferences/ @koozai_sam
  • 43. London| 18–21 February 2013 | #SESLON QUESTIONS? @Koozai_Sam sam.noble@koozai.com 0845 453 1234
  • 44. London| 18–21 February 2013 | #SESLON Image Credits  Slide 15 - http://www.istockphoto.com/stock-photo1376675-my-privacy-02.php?st=15a4339  Slide 16 - http://www.istockphoto.com/stock-photo16696389-flat-line-alert-on-heart-monitor.php?st=282f069  Slide 18 - http://www.istockphoto.com/stock-photo5641082-write-right-here.php?st=d8abee4  Slide 23 - http://www.istockphoto.com/stock-photo21184088-production-line.php?st=d32f211  Slide 42 - http://www.istockphoto.com/stock-photo2755371-baby-expressions.php?st=16c0af9 @koozai_sam