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SARAH WYLAND
SCOTT GARRETT
@SEARCHMOJO

SEARCH MOJO

SEARCH-MOJO.COM
800.939.5938
Sarah Wyland
Account Manager
Search Mojo
Follow on Twitter: @Sarah_Wyland

@searchmojo #mojowebinar

Scott Garret
Account ...
•

Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management ...
@searchmojo #mojowebinar

SEARCH-MOJO.COM
• Remarketing lets you show ads to users who have
previously visited your website as they browse the Web.
• A remarketing ...
• A must for B2C ecommerce sites
– Automates the process for specific product level remarketing

• Currently only availabl...
• Your Google Merchant Center Feed is your
best friend
– Keep it updated
•
•
•
•
•

Correct product IDs
Relevant product t...
• Product specific ads

@searchmojo #mojowebinar

SEARCH-MOJO.COM
• Lists that contain members for up to 540 days on the Display
Network and 180 days on Google Search Network
– Go big – ke...
• They pay off when you
need them the most
– Seasonal Promotions
– Flash Sales
– High Value Coupons

• Promote, Promote,
P...
• Google’s Ready Creative Ads make it easier than ever to create a
Display Network Ad using your own URL
– Plug in your UR...
• Got a coupon to promote?
• Use the coupon’s URL to create an ad that looks like
the coupon.
– Remarket to your audience
...
•

Google AdWords gives users the opportunity to
combine remarketing lists with other targeting
factors such as
–
–
–
–

T...
•

Remarketing List – Winter Coats
– 50,000 people

•

Gender
– Female
• 35,000
Age
– 18-24
– 24-34
– 35-44
• 28,000

•

•...
• Create Remarketing lists for Conversion
Actions
– Ex: Store Locator, Current Ad Views, Coupons,
Coupon Prints, Inventory...
• Traditional search advertising
– Expensive
– Very Competitive

• Solution?
– LinkedIn

@searchmojo #mojowebinar

SEARCH-...
• First:
– Use LinkedIn targeting features to capture
your niche audience

• Next:
– Remarket to them across the web on th...
• RLSA (Remarketing Lists for Search Advertising)
– Compete on the Google Search Network
• Target only your niche

@search...
• RLSA can also be used for exclusions
– Saving you time and money by ensuring you
are not advertising to current users se...
• So pay for them!
– Bid higher on the people you know have converted or are more likely
to convert

• Broad keywords can ...
• We’re selling horse feed
– Remarket to ‘equine’ audience
• 26,000 members

– The (broad) keyword “horse feeds” has:
With...
• Consolidating remarketing efforts
– Google’s DoubleClick joining FBX (Facebook
Exchange)
– In the future will Google giv...
Contact Search Mojo:

Sean McCusty
800-939-5938 ext. 116
smccusty@search-mojo.com

@searchmojo #mojowebinar

SEARCH-MOJO.C...
Is SEO Dead? Keeping SEO Alive Across All
Marketing Channels
December 12, 2013
2:00 p.m. ET

Janet Driscoll Miller
Preside...
Sarah Wyland
Twitter: @Sarah_Wyland
Google+: +Sarah Wyland

Scott Garrett
Twitter: @ScottGarrett89
Google+: +Scott Garrett...
10 Killer Hacks for Remarketing Success
10 Killer Hacks for Remarketing Success
10 Killer Hacks for Remarketing Success
10 Killer Hacks for Remarketing Success
10 Killer Hacks for Remarketing Success
10 Killer Hacks for Remarketing Success
10 Killer Hacks for Remarketing Success
10 Killer Hacks for Remarketing Success
10 Killer Hacks for Remarketing Success
10 Killer Hacks for Remarketing Success
10 Killer Hacks for Remarketing Success
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10 Killer Hacks for Remarketing Success

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Transcript of "10 Killer Hacks for Remarketing Success"

  1. 1. SARAH WYLAND SCOTT GARRETT @SEARCHMOJO SEARCH MOJO SEARCH-MOJO.COM 800.939.5938
  2. 2. Sarah Wyland Account Manager Search Mojo Follow on Twitter: @Sarah_Wyland @searchmojo #mojowebinar Scott Garret Account Manager Search Mojo Follow on Twitter: @ScottGarrett89 SEARCH-MOJO.COM
  3. 3. • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management • Headquartered in Charlottesville, VA – Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more @searchmojo #mojowebinar SEARCH-MOJO.COM
  4. 4. @searchmojo #mojowebinar SEARCH-MOJO.COM
  5. 5. • Remarketing lets you show ads to users who have previously visited your website as they browse the Web. • A remarketing list is a collection of cookies from people who visited your site. – You can start creating lists at anytime, but they'll only start getting visitors after the remarketing tag is on your site. • Paste the remarketing code into every page of your website • Build remarketing lists based on characteristics found within your URL. @searchmojo #mojowebinar SEARCH-MOJO.COM
  6. 6. • A must for B2C ecommerce sites – Automates the process for specific product level remarketing • Currently only available on AdWords – Uses your Google Merchant Center Feed • Allows you to easily deliver highly relevant ads to specific areas of your site visitors – Product viewers – Shopping cart abandoners @searchmojo #mojowebinar SEARCH-MOJO.COM
  7. 7. • Your Google Merchant Center Feed is your best friend – Keep it updated • • • • • Correct product IDs Relevant product titles Concise product descriptions Correct Price High quality product images! @searchmojo #mojowebinar SEARCH-MOJO.COM
  8. 8. • Product specific ads @searchmojo #mojowebinar SEARCH-MOJO.COM
  9. 9. • Lists that contain members for up to 540 days on the Display Network and 180 days on Google Search Network – Go big – keep site visitors in their respective lists for as long as possible • Build them early - you’ll be glad you did! – Consider upcoming promotions, site structure, etc. when deciding what to build • Make them granular – Ex. Product Type, Brand Names Vegetable seeds get a remarketing list…. @searchmojo #mojowebinar …And so do all the vegetables! SEARCH-MOJO.COM
  10. 10. • They pay off when you need them the most – Seasonal Promotions – Flash Sales – High Value Coupons • Promote, Promote, Promote – Targeted Audience right there waiting for your ads • Flash sale on winter coats? There’s an audience for that! @searchmojo #mojowebinar SEARCH-MOJO.COM
  11. 11. • Google’s Ready Creative Ads make it easier than ever to create a Display Network Ad using your own URL – Plug in your URL and allow Google to create the ad for you – Can edit headline, description, button color, CTA, display and destination URLs, image, etc. @searchmojo #mojowebinar SEARCH-MOJO.COM
  12. 12. • Got a coupon to promote? • Use the coupon’s URL to create an ad that looks like the coupon. – Remarket to your audience that has previously viewed coupons and/or the product, brand, etc. advertised @searchmojo #mojowebinar SEARCH-MOJO.COM
  13. 13. • Google AdWords gives users the opportunity to combine remarketing lists with other targeting factors such as – – – – Topics Age Gender Etc. • Combining remarketing lists with known demographics or topics provides an extremely niche audience. • “Them” Can also exclude topics, ages, etc. to ensure the most custom audience possible. @searchmojo #mojowebinar SEARCH-MOJO.COM
  14. 14. • Remarketing List – Winter Coats – 50,000 people • Gender – Female • 35,000 Age – 18-24 – 24-34 – 35-44 • 28,000 • • Remarketing 28,000 Gender Age A targeted audience of 28,000 @searchmojo #mojowebinar SEARCH-MOJO.COM
  15. 15. • Create Remarketing lists for Conversion Actions – Ex: Store Locator, Current Ad Views, Coupons, Coupon Prints, Inventory Locator • Potentially results in in-store conversions such as purchases and coupon redemption • By remarketing to users who have previously viewed a client’s coupon page, coupon prints increased 103% in one month @searchmojo #mojowebinar SEARCH-MOJO.COM
  16. 16. • Traditional search advertising – Expensive – Very Competitive • Solution? – LinkedIn @searchmojo #mojowebinar SEARCH-MOJO.COM
  17. 17. • First: – Use LinkedIn targeting features to capture your niche audience • Next: – Remarket to them across the web on the Google Display and AdRoll Display Networks (which includes Facebook). • Then: – Sit back and watch the sales come in @searchmojo #mojowebinar SEARCH-MOJO.COM
  18. 18. • RLSA (Remarketing Lists for Search Advertising) – Compete on the Google Search Network • Target only your niche @searchmojo #mojowebinar SEARCH-MOJO.COM
  19. 19. • RLSA can also be used for exclusions – Saving you time and money by ensuring you are not advertising to current users searching for the login page @searchmojo #mojowebinar SEARCH-MOJO.COM
  20. 20. • So pay for them! – Bid higher on the people you know have converted or are more likely to convert • Broad keywords can be expensive – but if you’ve got an audience that you know converts, it’s money well spent – Smaller audience, but higher clickthrough and conversion rates – Better ROI @searchmojo #mojowebinar SEARCH-MOJO.COM
  21. 21. • We’re selling horse feed – Remarket to ‘equine’ audience • 26,000 members – The (broad) keyword “horse feeds” has: With Remarketing Without Remarketing CTR 2.81% 0.93% Conversions 5 1 Conversion Rate 25.00% 25.00% Cost-Per-Conversion $5.01 $3.03 – Not bad – we’re getting a very targeted audience on a broad keyword – and that audience is converting. @searchmojo #mojowebinar SEARCH-MOJO.COM
  22. 22. • Consolidating remarketing efforts – Google’s DoubleClick joining FBX (Facebook Exchange) – In the future will Google give AdWords access to the FBX? @searchmojo #mojowebinar SEARCH-MOJO.COM
  23. 23. Contact Search Mojo: Sean McCusty 800-939-5938 ext. 116 smccusty@search-mojo.com @searchmojo #mojowebinar SEARCH-MOJO.COM
  24. 24. Is SEO Dead? Keeping SEO Alive Across All Marketing Channels December 12, 2013 2:00 p.m. ET Janet Driscoll Miller President and CEO Search Mojo Register today at www.search-mojo.com/SEO @searchmojo #mojowebinar SEARCH-MOJO.COM
  25. 25. Sarah Wyland Twitter: @Sarah_Wyland Google+: +Sarah Wyland Scott Garrett Twitter: @ScottGarrett89 Google+: +Scott Garrett Google+: +Search Mojo Twitter: @SearchMojo Facebook: facebook.com/searchmojo @searchmojo #mojowebinar SEARCH-MOJO.COM
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