Remarketing with Google and Webmarketing123 - slides


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Remarketing with Google and Webmarketing123 - slides

  1. 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1Remarket and win:Crash course with GoogleDana McKeithenGoogle, Inc.Alan ChanWebmarketing123Shira SolomonGoogle, Inc.
  2. 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2Love today’s slides?Email
  3. 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3Search Engine OptimizationSearch Advertising (SEM/PPC)Display / RemarketingSocial MediaWebsite DesignCustom Measurement and AttributionWebmarketing123 is a full servicedigital marketing agencySince 2004, we’ve employed ametrics-based approach toconverting online visibility intomeasurable business results
  4. 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4Fast Growing.
Award Winning.Top 10 of Bay Area’s 100Fastest Growing CompaniesTop 500 Fastest GrowingPrivate US Companies
  5. 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5Our approach isbuilt on 
data-drivenstrategy andefficientexecution.Each campaign includes:!   Business Research + Strategy!   Custom Scorecard Tracking!   Attribution + Data-driven Optimizations
  6. 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6We are experts at growingrevenue for our clients.
  7. 7. Google Confidential and ProprietaryPEDIGREE SERVICE TECHNOLOGY CREATIVITYü  Manage tens ofmillions in ad spendü  20+ industryverticalsü  Named to 2012 Inc.500 and Bay AreaFast 100ü  Dedicated accountmanagersü  Google, Marin,Yahoo exclusivepartnershipsü  Tailored reportingon custom KPIsü  Multi-channelstrategy (search,display, video,mobile)ü  Marin Software/Google DS3certifiedü  Proprietarytracking/attributiondashboardü  Optimizely® real-time landing pagetesting andoptimizationü  Innovative ad ideasü  Team of designersand landing pageexperts7What makes our Search + Display campaignsmore effective:
  8. 8. Google Confidential and ProprietaryMake betterdecisionsby accessing rich audiencedata to refine your targetingstrategies, along withtransparent reportingthat helps quickly informnext stepsWin momentsthat matterby reaching users across allscreens, while recognizing andusing intent to deliver better,more relevant adsWhat we do:Google makes display advertising work for youThrough the Google Display Network, we help you:Go bigger,fasterby tapping into the greatest reachof any ad network, integratingacross video, mobile & social, andby using simple tools to automateoptimization
  9. 9. Google Confidential and ProprietaryPoll?
  10. 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10Agenda slide The value of Remarketing Remarketing on the Google Display Network The New Remarketing Tag Similar Audiences Remarketing with Google Analytics Which Remarketing Solution should you use?
  11. 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11Value of Remarketing: Get back lost prospectsof people who visit a website leave without completing the actionsmarketers want them to take (submit a form, call, chat, etc)96%-Your SiteXYour AdLOST PROSPECTSof people abandon their shoppingcart without purchasing70%
  12. 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12Improve ROI of all your online campaignsof every online campaign by usingcomplementary remarketing campaigns.Maximize the return on investment-Drive traffic with search and other displaycampaigns, then win customers back withremarketing.Win customers back
  13. 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13Agenda slide The value of Remarketing Remarketing on the Google Display Network The New Remarketing Tag Similar Audiences Remarketing with Google Analytics Which Remarketing Solution should you use?
  14. 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14Why remarketing is great for brand marketersBrand marketers can…•  Drive brand awareness with tailored ads•  Continue the conversation with your strongest prospects•  Achieve massive worldwide reach with the Google Display NetworkInterestInterest/ConsiderationPurchase
  15. 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15Why remarketing is great for search marketersSearch marketers can…•  Maximize your investment in search by integrating display into yourcampaigns - Follow up with consumers interested in your product,across the web•  Drive them back to your site with tailored messages•  Achieve massive worldwide reach with the Google Display NetworkInterestInterest/ConsiderationPurchase
  16. 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16Why remarketing is great for direct responseDirect response marketers can…•  Drive conversions with tailored ads•  Convert consumers who abandoned their shopping carts•  Achieve massive worldwide reach with the Google Display NetworkInterestInterest/ConsiderationPurchase
  17. 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17500Musers served hundreds ofbillions of impressionsevery monthInstantlyRe-engagelost customers84%of people on a typicalremarketing list(within a month)Reach more users Reach them quickly1. Reach 2. Frequency 3. DiversityAnd at scaleReach more users Reach them quickly
  18. 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18Driscoll’s Case StudyMarketing GoalDrive net new registrants for their loyalty programSolutionUse remarketing on GDN to target those who havevisited the site and left without convertingTactics:· Segment out anyone who hasalready registered· Also segment out anyone whois already in their email databaseResults:ü  30% boost to net new registrationsü  2X+ the CTR of standard displayü  4X+ conversion rate of standard displayü  75% lower CPA
  19. 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19Agenda slide The value of Remarketing Remarketing on the Google Display Network The New Remarketing Tag Similar Audiences Remarketing with Google Analytics Which Remarketing Solution should you use?
  20. 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20The new Remarketing TagRe-engage with past visitors in powerful new waysEasy TagImplementationSophisticatedList RulesBack-endoptimizationDynamic valuesEasy Tag implementationPlace one tag across the entire site &use the simple user interfaceAdvanced list rulesCreate advanced list strategies bydefining rulesBack-end optimizationBack-end bid optimization based onremarketing signalsDynamic valuesPass dynamic values based on specificuser actions
  21. 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21Easy tag implementation•  Before you can start creating different lists for each of your customersegment, youll need to paste the new Remarketing Tag (smallsnippet of code) in all pages of your websiteHomepage T-shirt My Cart Payment$ConfirmationThank you
  22. 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22Easy tag implementation: one-time tagging•  In the previous version of the AdWords Remarketing Tag, advertisersneeded to create tags for every action or type of page they wanted tosegment with targeting.For example, adding a newRemarketing Tag on the Tripodpage would allow the advertiser toremarket the visitors of the Tripodpage. Adding another tag on theCamera page, would enable theadvertiser to remarket the visitors ofthe Camera page.Original tag
  23. 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23Easy tag implementation: one-time tagging•  Now with the new Remarketing Tag the advertiser needs to place oneremarketing tag across all pages of the site. Then through theAdwords interface the advertiser candefine which page categories totarget by entering the URL visited.Use the AdWords interface tocreate lists based on URLNew tag
  24. 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24Creation of remarketing lists•  You can define remarketing lists using your sites web URLs. URLsusually include words that describe the content of each your remarketinglist based on page URLsHere we define a list of usersvisiting the T-shirt page.
  25. 25. Google Confidential and Proprietary 25Google Confidential and Proprietary 25Five benefits of the new Remarketing TagCreate sophisticated remarketing listsDefine more granular audiences based on user actions and activity on the site.One-time, unified taggingPlace a single block of code across your entire site that will be used to create remarketing listsacross all of your campaigns.Integrate with dynamic adsUse the values passed into the Remarketing Tag to show tailored creative based on thecustomer’s interests and activities (retail only)Reach more peopleAbility to create new Remarketing lists allows you to expand your target audienceAutomated bid optimization of remarketingBetter predict performance of your ads and optimize the predicted likelihood toconvert for future auctions. Use Conversion Optimizer to get bid optimization with Remarketingsignals.12345
  26. 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26Agenda slide The value of Remarketing Remarketing on the Google Display Network The New Remarketing Tag Similar Audiences Remarketing with Google Analytics Which Remarketing Solution should you use?
  27. 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27Similar Audiences helps you find new audiencessimilar to your best site visitorsSeed remarketing listsSimilar Audiencesuses the same cookie as remarketing to find new users
  28. 28. Google Confidential and Proprietary 28Google Confidential and Proprietary 28How does Similar Audiences work?1) Select aremarketing list asan example of yourtarget audience3) Your original Remarketing list is automatically excluded from your Similar Audiences list, soyou are reaching new leads – guaranteeing you incremental reach & traffic.2) Enable Similar AudiencesLook-a-like technology lets youto take signals from your GDNremarketing list to find newaudiences with shared traits.
  29. 29. Google Confidential and Proprietary 29Google Confidential and Proprietary 29Key Features of Similar AudiencesScale•  Reach an audience thatis on average 7x largerthan your remarketinglists•  No duplication inaudience with yourremarketing listsSimplicity•  Getting started is aseasy as checking off abox•  Layers with ConversionOptimizer to driveefficiencyFree to use•  Pay only for the ads,not for using thetargeting technologyPerformance•  CPA tends to bebetween Remarketing &Interest CategoryTargeting
  30. 30. Google Confidential and Proprietary 30Google Confidential and Proprietary 30Best Practices to Keep in MindCreate tight remarketing seed lists for better CPASet bids & budgets appropriate for acquiring new customersUse ad creative & landing pages to appeal to new customersActivate Conversion Optimizer
  31. 31. Google Confidential and Proprietary 31Google Confidential and Proprietary 31MovingGuru Case StudyLeader in residential moving spaceMarketing Goal•  Looking to increase moving leads at a critical CPA thresholdSolution•  Used Remarketing and Similar Audiences on GDN to expand reachResultsSimilar Audience targeting has been 2nd highest leaddriving campaignü  15% lift in leadsü  8% lift in CVRVS. other display campaigns»  44% lift in CVR»  73% higher CTR»  41% lower CPLTactics•  Target site visitors that have not yetconverted in various product andservice categories•  Target another audience set withsimilar interests as existingaudience
  32. 32. Google Confidential and Proprietary 32Google Confidential and Proprietary 32Agenda slide The value of Remarketing Remarketing on the Google Display Network The New Remarketing Tag Similar Audiences Remarketing with Google Analytics Which Remarketing Solution should you use?
  33. 33. Google Confidential and Proprietary 33Google Confidential and Proprietary 33Easily dive into remarketing using Google AnalyticsCreate advanced remarketing strategies with Google AnalyticsRe-use your Google Analytics tagsMake a one-line, one-time change to your GA tagsLeverage your GA dataUse over 200 analytics dimensions & metrics to target precise audiencesBuild & edit lists with easeAll using the Google Analytics UICreate sophisticated lists based on visitor activityBuilt on an intelligent understanding of cross-session visitor behaviorReach your visitors across the webLists automatically appear in AdWords to run ads on the GDNþþþþþ
  34. 34. Google Confidential and Proprietary 34Google Confidential and Proprietary 34Benefits of Remarketing with Google AnalyticsDo everything the new Remarketing Tag can do, plus…Recency and frequencyUsers who visited your site multiple times either organically or through paid media within acertain timeframeTime on siteUsers who have an average time on site of more than 10 minutes in a 7 day visitor segmentSequenceUsers who’ve visited the Visit Florida homepage, then the Orlando page, then the Places to StaypageUser valueUsers who’ve spent over/under $500 in their overall visits within the last 7 days1234
  35. 35. Google Confidential and Proprietary 35Google Confidential and Proprietary 35Teracent, Google*Personalized ads that are based on behavioraldata increase ROICTR improvedby 651%!Retargeting-based Dynamic Creative Case Study– Travelocity
  36. 36. Google Confidential and Proprietary 36Google Confidential and Proprietary 36Update your privacy policyLearn about the new “Google Analytics for Display Advertisers Policy”123Test & verify your setupCheck loading properly with Google’s Tag Assistant ToolLink your AdWords accountYou need at least one linked account4 Get Admin accessOnly admins see the “Remarketing lists” tab in the Management UIFind the lists in AdWordsThey’re automatically added to the “Shared Library”5Getting Started
  37. 37. Google Confidential and Proprietary 37Google Confidential and Proprietary 37Use CasesCreate Own Segment by Keyword Term and Metrics•  A company wants to target users in the consideration phase thathave demonstrated interest, so create a segment targeting brandsearchers that have not yet converted.37
  38. 38. Google Confidential and Proprietary 38Google Confidential and Proprietary 38Content•  Viewed specific products, pages, sections, or categories of your siteSpecific actions•  “Store locators”, video plays, internal searches, shopping cart actions,newsletter sign-upsSequences•  Searches from a generic term (tshirts) to a brand term (Google shirts)•  Visits from a landing page to a product details pageSources•  Referrals from Search, Social, Email, Affiliates, etc•  Searches of specific keywordsYour imagination is the limitTap into your data & creativity!
  39. 39. Google Confidential and Proprietary 39Google Confidential and Proprietary 39Continued…Engagement•  Frequent or recency of visitors, time on site, bounce rate, page depthGoals•  Cross-selling products to converted customers•  Targeting customers who’ve abandoned their shopping cartVisitor characteristics•  High-spending / high-value customers•  New vs. returning visitors•  Based on devices, i.e. iPhone vs. Android users, Mac vs. Windows
  40. 40. Google Confidential and Proprietary 40Google Confidential and Proprietary 40Agenda slide The value of Remarketing Remarketing on the Google Display Network The New Remarketing Tag Similar Audiences Remarketing with Google Analytics Which Remarketing Solution should you use?
  41. 41. Google Confidential and Proprietary 41Google Confidential and Proprietary 41New Remarketing Tag in AdWords Remarketing with Google AnalyticsFor creating regular remarketing lists, use whichever solution is easier to get started.Both are easier and more flexible than the previous remarketing system.Unique CapabilitiesDynamic Remarketing for Retail•  Create user lists based on product pagevariations, shopping cart value,purchase behavior, and moreOptimizing Search ads based onRemarketing lists1Leverage Similar AudiencesUnique Segmentation Capabilities•  Build lists based on any data point trackedin Google Analytics Visitor Segmentation,such as frequency, location, time-on-site, bounce rates, Ecommerce values,device typeUser list size estimates•  View performance reporting on audiencesegments ahead of time to inform yourdecisions on who to target1 Tailor Search bids and ad creative to users on remarketing lists when they are searching
  42. 42. Google Confidential and Proprietary 42Google Confidential and Proprietary 42Let’s discuss how remarketing canbenefit your business.Currently doing remarketing?ü  Get a complimentary review of your current campaigns.Not sure where to start?ü  Get a complimentary opportunity analysis.Schedule a consultation today by
  43. 43. Google Confidential and Proprietary 43Google Confidential and Proprietary 43Thank you!Dana McKeithenGoogle, Inc.Alan ChanWebmarketing123Shira SolomonGoogle, Inc.Schedule a consultation today by
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