Remarketing: heaven or hell?
By Sven De Meyere

Wednesday, November 20, 2013
AGENDA
What is remarketing?
4 ingredients for remarketing succes
Typical remarketing flow
4 advanced remarketing tactics
R...
But not...
Technical deepdive
Detailed implementation walktrough
• The Reference

What is
remarketing?
What is remarketing?

Remarketing is a form of online targeted advertising by which online
advertising is targeted to cons...
What is remarketing?

Remarketing can help you reach people who have previously visited
your website as they visit other s...
What is remarketing?

Remarketing is getting back in touch with people who already know
your brand, by showing messages th...
What is remarketing?

!

Remarketing is getting back in touch with people who already know
your brand, by showing messages...
The Reference

4 ingredients
for
remarketing
succes
4 Ingredients for remarketing succes

Segmentation

+

Timing

+

Context

+

Added value
Segmentation
Non-interested visitors
Bounced visits
Interested visitors
Viewed more than X pages

Ready-to-buyers
Visited ...
Segmentation
Non-interested visitors
Bounced visits
Interested visitors
Viewed more than X pages

Ready-to-buyers
Visited ...
4 Ingredients for remarketing succes

Segmentation

+

Timing

+

Context

+

Added value
The Reference
Timing
For example
•
•
•
•

Winter & summer holiday
Winter & summer clothing
Printers & cartridges
Swimming pool & mainten...
Context
Context
Added value
WIIFM?
•
•
•
•

Reminder
Opportunity
Additional benefit
Additional information
4 Ingredients for remarketing succes

Segmentation

+

Timing

+

Context

+

Added value
The Reference
The Reference

How does it
work?
Remarketing: visitor flow

Visits
site

Cookie

Leaves site

Convert

revisit

Or
not

Or
not

Browsing

Message

Image

T...
Different platforms & providers
Different platforms & providers
Different reach & inventory
Different tracking
Different segmentation
Different targeting
...
The Reference

Advanced
remarketing
scenarios
4 advanced remarketing tactics

1

2

3

4

Delayed

Search

Dynamic

Facebook

Start
remarketing
after a certain
period

...
Delayed remarketing
When timing is vital (ingredient 1)
Done by using custom segmentation & cookie duration
For example:
•...
Remarketing for Search
Target users in Google Search
Only when they’re searching for specifc keywords
Opportunity for SMB’...
Dynamic remarketing

Google
Shopping

+

Adwords
remarketing
Dynamic remarketing
Dynamic remarketing
Facebook remarketing

Coming
soon!
Facebook remarketing
Target
existing
clients

Not
based on
names?
Facebook remarketing
Client case: SEG
Client case: SEG
Client case: SEG
Client case: SEG
Client case: SEG

School

Overall CPL

Remarketing CPL

SEG

76

16

Ritz

48

41

SHMS

109

28

IHTTI

107

65

Culinary...
Client case: SEG
Total leads
450
400
350
300
250
200
150
100
50
0

392

374
332

258

Leads

Cost Per Lead (CHF)
140
120
1...
Sven De Meyere
@demeyeresven
sdemeyere@reference.be
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Remarketing - Heaven or hell?

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Remarketing can be a great and ROI efficient strategy to increase your online profit. And at the same time, it can be also be a source of frustration for your targeted audience, if it's not done right. In this presentation, we will share some do's & don'ts, valuable insights & rock solid customer cases.

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  • Slechts 1 voorbeeld
  • Bounced visits vaak uitsluiten, niet persé altijd (nieuwe site campagne)?
  • Universal studios: entertainment capital van LA, naast nieuwsbericht over brand in de studiosDe juiste negatieven gebruiken (specifieke placements: vaak opletten met nieuwswebsites)
  • Groupon ‘all you can eat’, contextueel door ‘lose weight fast’.De juiste negatieven gebruiken (specifieke placements: vaak opletten met nieuwswebsites)
  • What’s in it for me?Reminder: ik was bezig met een aankoop, ben op die site geweest toen ik aan het vergelijken wasOpportunity: opendeurdag, promotie, ...Benefit: 10% korting als je toch klant wordt (bvb Bruneau -> Niet vermelden met naam)Information: nieuwe assortiment, blogpost, ...
  • Als een van deze 3 factoren niet in orde is... ->
  • Kan je als spam gepercipieerd worden.
  • Laat ons eens kijken hoe zo’n typisch remarketing scenario er dan uitziet
  • De meest eenvoudige vorm van remarketing
  • Er zijn heel wat verschillende platformen & aanbieders, die we niet allemaal in detail gaan bespreken, want..
  • Niet in detail bespreken, want de keuze van welk platform/provider je gebruikt, moet pas de laatste stap zijn.Maak beslissingen op basis van de gebruiker en marketing doelstellingen, niet omgekeerd (geen compromissen).
  • Enkele geavanceerde remarketing tactics bekijken...
  • Bijvoorbeeld:Bank die lijst aanlegt en retarget wanneer je op “appartement Gent” zoektDeze zomer iets gekocht bij AS Adventure en zoekt dan op Skivakantie Val ThorensOpportuniteit voor kleinere spelers om in te kopen op generieke keywords
  • Op basis van Google Shopping feed
  • Google Adwords creëert zelf de dynamische ads op basis van templates
  • Aangekondigd via artikel op 15 oktoberMaar eigenlijk kan je dat nu al... Voor gebruikers waar je al data van hebt.
  • Lange customer lifecycle (tot 3 jaar)Verschillende conversiemogelijkheden
  • Remarketing - Heaven or hell?

    1. 1. Remarketing: heaven or hell? By Sven De Meyere Wednesday, November 20, 2013
    2. 2. AGENDA What is remarketing? 4 ingredients for remarketing succes Typical remarketing flow 4 advanced remarketing tactics Reference Client Case
    3. 3. But not... Technical deepdive Detailed implementation walktrough
    4. 4. • The Reference What is remarketing?
    5. 5. What is remarketing? Remarketing is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion. Source: Wikipedia
    6. 6. What is remarketing? Remarketing can help you reach people who have previously visited your website as they visit other sites on the Google Display Network or search on Google. Using remarketing, you can show these customers messages tailored to them based on which sections of your site they visited. Source: Google
    7. 7. What is remarketing? Remarketing is getting back in touch with people who already know your brand, by showing messages that deliver added value. Source: Sven
    8. 8. What is remarketing? ! Remarketing is getting back in touch with people who already know your brand, by showing messages that deliver added value. Source: Sven
    9. 9. The Reference 4 ingredients for remarketing succes
    10. 10. 4 Ingredients for remarketing succes Segmentation + Timing + Context + Added value
    11. 11. Segmentation Non-interested visitors Bounced visits Interested visitors Viewed more than X pages Ready-to-buyers Visited shopping cart Buyers €€€
    12. 12. Segmentation Non-interested visitors Bounced visits Interested visitors Viewed more than X pages Ready-to-buyers Visited shopping cart Buyers €€€
    13. 13. 4 Ingredients for remarketing succes Segmentation + Timing + Context + Added value
    14. 14. The Reference
    15. 15. Timing For example • • • • Winter & summer holiday Winter & summer clothing Printers & cartridges Swimming pool & maintenance
    16. 16. Context
    17. 17. Context
    18. 18. Added value WIIFM? • • • • Reminder Opportunity Additional benefit Additional information
    19. 19. 4 Ingredients for remarketing succes Segmentation + Timing + Context + Added value
    20. 20. The Reference
    21. 21. The Reference How does it work?
    22. 22. Remarketing: visitor flow Visits site Cookie Leaves site Convert revisit Or not Or not Browsing Message Image Text
    23. 23. Different platforms & providers
    24. 24. Different platforms & providers Different reach & inventory Different tracking Different segmentation Different targeting Remarketing should be user driven, not technology driven
    25. 25. The Reference Advanced remarketing scenarios
    26. 26. 4 advanced remarketing tactics 1 2 3 4 Delayed Search Dynamic Facebook Start remarketing after a certain period Retarget users in Google Search Create dynamic ads with the products that users viewed Use custom audiences to retarget users
    27. 27. Delayed remarketing When timing is vital (ingredient 1) Done by using custom segmentation & cookie duration For example: • • Membership list 1: 30 days Membership list 2: 365 days Remarketing campaign targeting: • • Included in list 2 But not in list 1
    28. 28. Remarketing for Search Target users in Google Search Only when they’re searching for specifc keywords Opportunity for SMB’s Google Search Remarketing list Specific keywords
    29. 29. Dynamic remarketing Google Shopping + Adwords remarketing
    30. 30. Dynamic remarketing
    31. 31. Dynamic remarketing
    32. 32. Facebook remarketing Coming soon!
    33. 33. Facebook remarketing Target existing clients Not based on names?
    34. 34. Facebook remarketing
    35. 35. Client case: SEG
    36. 36. Client case: SEG
    37. 37. Client case: SEG
    38. 38. Client case: SEG
    39. 39. Client case: SEG School Overall CPL Remarketing CPL SEG 76 16 Ritz 48 41 SHMS 109 28 IHTTI 107 65 Culinary Arts 45 20 HIM 57 42
    40. 40. Client case: SEG Total leads 450 400 350 300 250 200 150 100 50 0 392 374 332 258 Leads Cost Per Lead (CHF) 140 120 100 80 60 40 20 0 115 77 61 49 CPL
    41. 41. Sven De Meyere @demeyeresven sdemeyere@reference.be
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