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Webmarketing123: 3 Secrets to Successful Retargeting-08-10-2011
 

Webmarketing123: 3 Secrets to Successful Retargeting-08-10-2011

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    Webmarketing123: 3 Secrets to Successful Retargeting-08-10-2011 Webmarketing123: 3 Secrets to Successful Retargeting-08-10-2011 Presentation Transcript

    • 3 Secrets to Successful RetargetingStrategies for staying one step ahead of the restDial: +1 (312) 878-0218Access Code: 152-928-110 @webmarketing123 @bradleywjoe #wm123
    • Housekeeping Items Are the slides available?  Yes! Please email ppcanalysis@webmarketing123.com We want to hear from you!  @webmarketing123  #wm123  facebook.com/webmarketing123 Want to learn more?  Contact us for a free site analysis. Details at end of webinar. #wm123 @bradleywjoe
    • Webinar Agenda Retargeting 1011 An introduction to retargeting Audience Segmentation & Initial Campaign Setup2 Define which site visitors will see your ads Tailor and Personalize Your Offers and Ads3 Provide powerful, relevant and directed incentive to increase conversions Optimizations Tips4 Best practices for continual campaign improvement Key Takeaways5 3 secrets to retargeting success #wm123 @bradleywjoe
    • Webinar Agenda Retargeting 1011 An introduction to retargeting Audience Segmentation & Initial Campaign Setup2 Define which site visitors will see your ads Tailor and Personalize Your Offers and Ads3 Provide powerful, relevant and directed incentive to increase conversions Optimizations Tips4 Best practices for continual campaign improvement Key Takeaways5 3 secrets to retargeting success #wm123 @bradleywjoe
    • 1 What is Retargeting? Allows you to show ads to users who’ve previously visited your website as they browse throughout the Web Interest-based advertising Retargeting: 1 Reach users who previously visited your web site Interest category 2 marketing: Reach users based on their interests #wm123 @bradleywjoe
    • 1 How Retargeting Works Present special offers to give audience groups reason to engage Users interested in our brand visit our site, browse our content, and then leave While browsing other sites, our ads appear,building brand awareness. We drive these users back to our site with promotional offers and customized messaging. #wm123 @bradleywjoe
    • 1 ReTARGETING or ReMARKETING? Remarketing is Google’s name for retargeting.• Google’s retargeting program is called Remarketing• Available via the Adwords platform• Allows you to target users on the Google Display NetworkWhat it looks like: Where you’ll find it: #wm123 @bradleywjoe
    • Webinar Agenda Retargeting 1011 An introduction to retargeting Audience Segmentation & Initial Campaign Setup2 Define which site visitors will see your ads Tailor and Personalize Your Offers and Ads3 Provide powerful, relevant and directed incentive to increase conversions Optimizations Tips4 Best practices for continual campaign improvement Key Takeaways5 3 secrets to retargeting success #wm123 @bradleywjoe
    • 2 Setting Up Your Retargeting Campaigns 3 steps to getting your campaign up and running #wm123 @bradleywjoe
    • 2 Audience Segmentation Strategy Identify the different user groups you will target People who visited certain pages of your site People who put items in cart, but abandoned before checking out People who completed a purchase Tip 1: Creating a proper audience segmentation strategy is the foundation for successful retargeting! #wm123 @bradleywjoe
    • 2 Adding Retargeting Code to Your Site Audience lists are segmented through pixels • Begin with a granular approach • Allows you to become more targeted in the overall campaign lifecycle • Use different pixels for each audience segment #wm123 @bradleywjoe
    • 2 Pixel Tagging Best Practices Plan your strategy for your different audience lists • Set up your tracking today – don’t wait! • Pixel tagging needs to be set in place before ad launch • Google requires you build up an audience of 500 users before launch • You can combine users from all of your tags to build a single audience #wm123 @bradleywjoe
    • 2 Combination (Combo) Audiences Allows for further segmentation of audience lists • Get creative with your audience lists • All / None / Some options for combining lists together • Don’t forget to pixel your “Thank You” page and use it as a negative list • Consider targeting this audience with an upsell offer #wm123 @bradleywjoe
    • 2 Membership Duration Adjust cookies based on your business type and specific product Tip 2: Capitalize on potential customer’s interests to better match the buying cycle • For B2C advertisers, a shorter timeline is usually better • 1-4 weeks • For B2B advertisers, it may be best to cookie for a longer period • 1-6 months #wm123 @bradleywjoe
    • 2 Membership Duration Adjust cookies based on your business type and specific product You can adjust cookie duration at any time, however… • If a user is already cookied and visits the site again, it resets their “cookie clock” to Day 1 • If users are already cookied, they will still remain in the audience for the original period of time #wm123 @bradleywjoe
    • 2 Frequency Capping A must to implement to avoid turning away potential customers • What It Is • Restricts the number of times a specific visitor to a website is shown your particular ad • Set capping at the campaign level • Set for Day / Week / Month • By campaign / adgroup / ad #wm123 @bradleywjoe
    • 2 Frequency Capping (cont.) A must to implement to avoid turning away potential customers • Why Use It • Avoid banner burn out • To maintain high response rates • Maintaining high click-through rates (CTRs) which help reduce your cost-per-click (CPC) #wm123 @bradleywjoe
    • Webinar Agenda Retargeting 1011 An introduction to retargeting Audience Segmentation & Initial Campaign Setup2 Define which site visitors will see your ads Tailor and Personalize Your Offers and Ads3 Provide powerful, relevant and directed incentive to increase conversions Optimizations Tips4 Best practices for continual campaign improvement Key Takeaways5 3 secrets to retargeting success #wm123 @bradleywjoe
    • 3 Getting Started with Your Creative Test a mix of both banner and text ads Text Ads Banner/Image Ads Tip 3: Banner ads tend to work better than text ads for retargeting! #wm123 @bradleywjoe
    • 3 Getting Started with Your Creative (cont.) Start with the most common banner ad sizes 728 x 90 160 x 600 300 x 250 #wm123 @bradleywjoe
    • 3 Customize Your Ads to Your Particular Audience Based on your pre-defined user lists, build out ads to serve each different segment A - Brand name/logo, value proposition Home Page - Relevant product lines B viewed Category Pages Specific Product - Specific products C viewed, special offers, Page incentives Shopping D - Promotional or limited time offers, reminders, shipping discounts Cart - Upsell/cross-sell, Thank E value club membership You Page #wm123 @bradleywjoe
    • Webinar Agenda Retargeting 1011 An introduction to retargeting Audience Segmentation & Initial Campaign Setup2 Define which site visitors will see your ads Tailor and Personalize Your Offers and Ads3 Provide powerful, relevant and directed incentive to increase conversions Optimizations Tips4 Best practices for continual campaign improvement Key Takeaways5 3 secrets to retargeting success #wm123 @bradleywjoe
    • 4 Start Early Define your audience for seasonal or limited times • Prepare early • Pinpoint and build your audience ahead of time • Plan enough time for your audience to scale appropriately by the time you need to launch #wm123 @bradleywjoe
    • 4 Adapt to User Behavior (cont.) Segment your efforts by time • Consider segmenting your audiences by time • Day 1-7 segment • Day 8-30 segment • Ad frequency is set at the highest in first segment • Ad frequency is reduced in the later segment #wm123 @bradleywjoe
    • 4 Adapt to User Behavior (cont.) Segment your efforts by time • You may also want to delay showing ads for a certain amount of time • 30 day free trial • Want to send visitors a reminder • Also consider queuing up segments with different ads to vary your messaging • Avoid banner burnout • Semi-dynamic messaging • Introduce element of time and urgency #wm123 @bradleywjoe
    • 4 Retargeting Mistakes Avoid these common mishaps that can harm your campaign • Example of a Remarketing Mishap #1: • You set duration to 180 Days and collect 500 users • Then set duration to 7 Days • Those original 500 users will keep seeing the ads for half a year! • If you make such a mistake and need to stop serving ads, you have to: • End the campaign • Build a new audience list #wm123 @bradleywjoe
    • 4 Retargeting Mistakes Avoid these common mishaps that can harm your campaign • Example of a Remarketing Mishap #2: • You launch without adding your TY page as a negative audience • Results are good so you increase bids and serve even more ads • Users convert, but continue to see your ads on the internet • You cross over the line and turn from relevant to annoying! • Your results also drop because you are marketing to the wrong audience • Again, if you make such a mistake you should: • End the campaign • Build a new audience list #wm123 @bradleywjoe
    • Webinar Agenda Retargeting 1011 An introduction to retargeting Audience Segmentation & Initial Campaign Setup2 Define which site visitors will see your ads Tailor and Personalize Your Offers and Ads3 Provide powerful, relevant and directed incentive to increase conversions Optimizations Tips4 Best practices for continual campaign improvement Key Takeaways5 3 secrets to retargeting success #wm123 @bradleywjoe
    • 5 Key Takeaways• Identify and actively adhere to your core goals and traffic targets• Personalize your offers to strike a cord with your audience, encouraging theopportunity for successful conversion• Strategize your ad creative to effectively impact your various audiencesegments• Optimize your remarketing timeline and structure a suitable cookie duration #wm123 @bradleywjoe
    • Thank You!
    • Register for a Customized PPC Analysis Today! PPC Ad Audit:  Boost CTR & Quality Score: Are your ads as competitive as they could be? We use proven techniques to increase the effectiveness of your ads.  Speak to the Right Audience: You might be attracting the wrong audience and wasting budget. Pre-qualify your audience and only spend money on qualified visitors.  Google Ad-Extensions: Sitelinks, Extended Headlines, and more. Properly use Google’s new ad formats and increase your CTR by as much as 30%! PPC Campaign Tune-Up:  Opportunity Analysis: You could be capturing additional revenue with just a few clicks of the mouse. Our analysis reveals the hidden gems of opportunity that exist within your campaigns.  Increase Your ROI: Nearly every PPC account has wasted ad spend. Our recommendations eliminate waste immediately and focus your marketing dollars where it counts.  Improve Campaign Structure: You can only go as far as your foundation. Are your campaigns optimized to increase relevance, clarity, and effectiveness? Type Your Interest into the Q&A Now OR Contact Us: ppcanalysis@webmarketing123.com #wm123 @bradleywjoe