Transcript of "10 Killer Hacks for Remarketing Success"
Follow on Twitter: @Sarah_Wyland
Follow on Twitter: @ScottGarrett89
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
• 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.
• 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
• Your Google Merchant Center Feed is your
– Keep it updated
Correct product IDs
Relevant product titles
Concise product descriptions
High quality product images!
• Product specific ads
• 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
seeds get a
…And so do
• They pay off when you
need them the most
– Seasonal Promotions
– Flash Sales
– High Value Coupons
• Promote, Promote,
– Targeted Audience right
there waiting for your ads
• Flash sale on winter coats?
There’s an audience for that!
• 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.
• Got a coupon to promote?
• Use the coupon’s URL to create an ad that looks like
– Remarket to your audience
that has previously viewed
coupons and/or the product,
brand, etc. advertised
Google AdWords gives users the opportunity to
combine remarketing lists with other targeting
factors such as
Combining remarketing lists with known
demographics or topics provides an extremely
Can also exclude topics, ages, etc. to ensure
the most custom audience possible.
Remarketing List – Winter Coats
– 50,000 people
A targeted audience of 28,000
• Create Remarketing lists for Conversion
– 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
• Traditional search advertising
– Very Competitive
– Use LinkedIn targeting features to capture
your niche audience
– Remarket to them across the web on the
Google Display and AdRoll Display Networks
(which includes Facebook).
– Sit back and watch the sales come in
• RLSA (Remarketing Lists for Search Advertising)
– Compete on the Google Search Network
• Target only your niche
• 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
• So pay for them!
– Bid higher on the people you know have converted or are more likely
• 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
• We’re selling horse feed
– Remarket to ‘equine’ audience
• 26,000 members
– The (broad) keyword “horse feeds” has:
– Not bad – we’re getting a very targeted audience on a broad
keyword – and that audience is converting.
• Consolidating remarketing efforts
– Google’s DoubleClick joining FBX (Facebook
– In the future will Google give AdWords access
to the FBX?
Is SEO Dead? Keeping SEO Alive Across All
December 12, 2013
2:00 p.m. ET
Janet Driscoll Miller
President and CEO
Register today at