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10 Killer Hacks for Remarketing Success
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10 Killer Hacks for Remarketing Success

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  • 1. SARAH WYLAND SCOTT GARRETT @SEARCHMOJO SEARCH MOJO SEARCH-MOJO.COM 800.939.5938
  • 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. • 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. @searchmojo #mojowebinar SEARCH-MOJO.COM
  • 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. • 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. • 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. • Product specific ads @searchmojo #mojowebinar SEARCH-MOJO.COM
  • 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. • 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. • 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. • 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. • 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. • 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. • 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. • Traditional search advertising – Expensive – Very Competitive • Solution? – LinkedIn @searchmojo #mojowebinar SEARCH-MOJO.COM
  • 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. • RLSA (Remarketing Lists for Search Advertising) – Compete on the Google Search Network • Target only your niche @searchmojo #mojowebinar SEARCH-MOJO.COM
  • 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. • 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. • 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. • 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. Contact Search Mojo: Sean McCusty 800-939-5938 ext. 116 smccusty@search-mojo.com @searchmojo #mojowebinar SEARCH-MOJO.COM
  • 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. 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