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@dfwsem @hoffman8 #StateOfSearch
Keys to Successful
Remarketing
Amy Bishop | Clix
@dfwsem @hoffman8 #StateOfSearch
That One Slide
• PPC Manager 6+ years
• Travel Enthusiast
• Loves cat memes. Okay, any me...
@dfwsem @hoffman8 #StateOfSearch
4 Keys to Successful Remarketing
• The Why
• The Who
• The How
• Putting It All Together
Practical
Strategies
for Selling
Tickets in a
Social
World
The Why
@dfwsem @hoffman8 #StateOfSearch
What’s The Goal?
• Keeping Consumers Engaged Throughout A Long
Buying Cycle
• Net New Sal...
@dfwsem @hoffman8 #StateOfSearch
“Because Remarketing?”
@dfwsem @hoffman8 #StateOfSearch
“Because Remarketing?”
Not a Goal!
@dfwsem @hoffman8 #StateOfSearch
Find Middle Ground with Consumers
• What Problem Will You Solve?
• What Do You Have That ...
Practical
Strategies
for Selling
Tickets in a
Social
World
The Who
@dfwsem @hoffman8 #StateOfSearch
Your audience is a pool of
*individuals*
@dfwsem @hoffman8 #StateOfSearch
Out With the Old!
• Remarketing everyone
that hits the home
page
• Using the same ads and...
@dfwsem @hoffman8 #StateOfSearch
Remarketing Lists Should Be Informed
• Consider the information you can garner from:
• Pa...
@dfwsem @hoffman8 #StateOfSearch
Example Lists
• People that have logged into a loyalty UI
• Completed a Micro-Conversion
...
@dfwsem @hoffman8 #StateOfSearch
Wait What Did You Say About
Channels That Don’t Offer
Remarketing?
Using Google Analytics...
@dfwsem @hoffman8 #StateOfSearch
Custom Audiences
• Build audiences based upon email lists and any information attached to...
@dfwsem @hoffman8 #StateOfSearch
Performance Lift
Not surprisingly, segmented lists tend to perform much better than sitew...
@dfwsem @hoffman8 #StateOfSearch
But What About the People That Don’t
Fit Into a Tightly Segmented List?
Key Takeaway: Tar...
@dfwsem @hoffman8 #StateOfSearch
Tips For Your Catch-All Campaign
1. Use a separate campaign so that you can control budge...
@dfwsem @hoffman8 #StateOfSearch
Your Primary Conversion is Your #1 Goal but
If You Can’t Get That, Get *Something* That
W...
@dfwsem @hoffman8 #StateOfSearch
Not Everyone is Going to
Buy…. No Matter How Many
Times You Remarket Them
Little known fa...
@dfwsem @hoffman8 #StateOfSearch
The Secret Remarketing Guru
@dfwsem @hoffman8 #StateOfSearch
Know When to Hold ‘Em
• Build Audiences Deliberately
• Create a User Experience that
Faci...
@dfwsem @hoffman8 #StateOfSearch
Know When to Fold ‘Em
Build audiences with the
sole purpose of exclusion.
Example: create...
@dfwsem @hoffman8 #StateOfSearch
Previous Purchasers Shouldn’t
Always Be Excluded!
• Sell Add-Ons or Upsell
• Promote Sale...
Practical
Strategies
for Selling
Tickets in a
Social
World
The How
@dfwsem @hoffman8 #StateOfSearch
Remarketing Channels
• Display Remarketing
• Dynamic Remarketing
• Remarketing Lists for ...
@dfwsem @hoffman8 #StateOfSearch
PAGE 27
@dfwsem @hoffman8 #StateOfSearch
@dfwsem @hoffman8 #StateOfSearch
Display & Dynamic Remarketing
• Great for providing a visual
reminder
• Can generate a lo...
@dfwsem @hoffman8 #StateOfSearch
Remarketing Lists for Search Ads
• Bid up valuable lists within search campaigns
• Exclud...
@dfwsem @hoffman8 #StateOfSearch
Remarketing Lists for Shopping Ads
• Similar to RLSA except for Shopping
• Noted a 50% De...
@dfwsem @hoffman8 #StateOfSearch
Remarketing for Dynamic Search Ads
RDSA is great for query mining… with a safety.
@dfwsem @hoffman8 #StateOfSearch
Social Remarketing
• Another Push Channel
• Great for Mobile Reach
• A Lot of Different A...
@dfwsem @hoffman8 #StateOfSearch
PAGE 34
An eMarketer Study found that 66% of People Will
Research a Brand After Hearing A...
Practical
Strategies
for Selling
Tickets in a
Social
World
Implementation
@dfwsem @hoffman8 #StateOfSearch
Albert Einstein’s Remarketing
Insight
@dfwsem @hoffman8 #StateOfSearch
The Experience
Customize Ads and Landing Pages Based Upon the
Information You’ve Used to ...
@dfwsem @hoffman8 #StateOfSearch
Remarketing Ads Should Be Helpful
Said No One Ever.
@dfwsem @hoffman8 #StateOfSearch
Align Messaging With Consumer
Needs/Interests
• Product or Category they Viewed
• Seasona...
@dfwsem @hoffman8 #StateOfSearch
Example:
• Client Services a Broad Range of People/Roles
• Determined That Performance is...
@dfwsem @hoffman8 #StateOfSearch
No Promo? No Problem!
Highlight your understanding of their needs + your
value:
• # of Ha...
@dfwsem @hoffman8 #StateOfSearch
Using Remarketing to Guide
Consumers Down The Funnel
• Build Out Your Funnel In a Series ...
@dfwsem @hoffman8 #StateOfSearch
@dfwsem @hoffman8 #StateOfSearch
Get Real Weird With It
(but like.. In a good way.)
Practical
Strategies
for Selling
Tickets in a
Social
World
The 4 Keys To Successful Remarketing
@dfwsem @hoffman8 #StateOfSearch
Be as Specific As Possible
@dfwsem @hoffman8 #StateOfSearch
Know Who to Remarket and Who to Let Go.
@dfwsem @hoffman8 #StateOfSearch
Choose The Right Channel For Your Goals. Or Use them All!
@dfwsem @hoffman8 #StateOfSearch
Customize The Experience When Possible.
@dfwsem @hoffman8 #StateOfSearch
PAGE 50
@dfwsem @hoffman8 #StateOfSearch
OUR CONTACT
INFO
CLIX Marketing
217 La Grange Rd
Pewee Valley, KY
40056
Tel :
502.442.277...
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4 Keys To Effective Remarketing

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Hone your remarketing skills by finding the intersection of your goals with your audience's needs/wants, segmenting (and excluding) audiences, and delivering the best experience possible.

Published in: Marketing
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4 Keys To Effective Remarketing

  1. 1. @dfwsem @hoffman8 #StateOfSearch Keys to Successful Remarketing Amy Bishop | Clix
  2. 2. @dfwsem @hoffman8 #StateOfSearch That One Slide • PPC Manager 6+ years • Travel Enthusiast • Loves cat memes. Okay, any memes. • Twitter: @Hoffman8
  3. 3. @dfwsem @hoffman8 #StateOfSearch 4 Keys to Successful Remarketing • The Why • The Who • The How • Putting It All Together
  4. 4. Practical Strategies for Selling Tickets in a Social World The Why
  5. 5. @dfwsem @hoffman8 #StateOfSearch What’s The Goal? • Keeping Consumers Engaged Throughout A Long Buying Cycle • Net New Sales/Leads • Bringing Back Previous Buyers • Prospecting (lookalikes) • Announcing New Products • Re-engaging Consumers
  6. 6. @dfwsem @hoffman8 #StateOfSearch “Because Remarketing?”
  7. 7. @dfwsem @hoffman8 #StateOfSearch “Because Remarketing?” Not a Goal!
  8. 8. @dfwsem @hoffman8 #StateOfSearch Find Middle Ground with Consumers • What Problem Will You Solve? • What Do You Have That They Need or Want? • Why Should They Choose You? The Answers To These Questions Will Help You Target Your Campaigns & Deliver Helpful Content.
  9. 9. Practical Strategies for Selling Tickets in a Social World The Who
  10. 10. @dfwsem @hoffman8 #StateOfSearch Your audience is a pool of *individuals*
  11. 11. @dfwsem @hoffman8 #StateOfSearch Out With the Old! • Remarketing everyone that hits the home page • Using the same ads and same landing pages for every visitor
  12. 12. @dfwsem @hoffman8 #StateOfSearch Remarketing Lists Should Be Informed • Consider the information you can garner from: • Pages visited • Source/Medium/Campaign Information • Actions that taken on site (events, goals, conversions) • Location • Demographics
  13. 13. @dfwsem @hoffman8 #StateOfSearch Example Lists • People that have logged into a loyalty UI • Completed a Micro-Conversion • Visited a Page That Speaks to Their Needs (Product, Industry) • Remarketing Lists for Channels that Don’t Offer Remarketing • Hyper-Local Lists • Layering Lists For Specificity
  14. 14. @dfwsem @hoffman8 #StateOfSearch Wait What Did You Say About Channels That Don’t Offer Remarketing? Using Google Analytics Lists You can Retarget Sources like LinkedIn that don’t offer Remarketing. Tag campaigns with utms & use that to segment audiences.
  15. 15. @dfwsem @hoffman8 #StateOfSearch Custom Audiences • Build audiences based upon email lists and any information attached to the email. • Lists Could Be Comprised of: • Reminders for Seasonal Businesses • Recurring Needs • Leads that haven’t closed • Loyalists • Demographics
  16. 16. @dfwsem @hoffman8 #StateOfSearch Performance Lift Not surprisingly, segmented lists tend to perform much better than sitewide remarketing.
  17. 17. @dfwsem @hoffman8 #StateOfSearch But What About the People That Don’t Fit Into a Tightly Segmented List? Key Takeaway: Target as narrowly as possible without leaving money on the table.
  18. 18. @dfwsem @hoffman8 #StateOfSearch Tips For Your Catch-All Campaign 1. Use a separate campaign so that you can control budget individually 2. Exclude lists that are utilized in other remarketing campaigns 3. If your catch-all list is significantly bigger than the culmination of your other lists, you should be doing more on-site to improve segmentation
  19. 19. @dfwsem @hoffman8 #StateOfSearch Your Primary Conversion is Your #1 Goal but If You Can’t Get That, Get *Something* That Will Help You Plan Your Next Move.
  20. 20. @dfwsem @hoffman8 #StateOfSearch Not Everyone is Going to Buy…. No Matter How Many Times You Remarket Them Little known fact:
  21. 21. @dfwsem @hoffman8 #StateOfSearch The Secret Remarketing Guru
  22. 22. @dfwsem @hoffman8 #StateOfSearch Know When to Hold ‘Em • Build Audiences Deliberately • Create a User Experience that Facilitates Learning • Use Your Data to Segment and Layer Lists
  23. 23. @dfwsem @hoffman8 #StateOfSearch Know When to Fold ‘Em Build audiences with the sole purpose of exclusion. Example: create lists based upon time on site, etc. in Google Analytics
  24. 24. @dfwsem @hoffman8 #StateOfSearch Previous Purchasers Shouldn’t Always Be Excluded! • Sell Add-Ons or Upsell • Promote Sales • Bring In-Store, When Nearby • Promote Product Announcements/Releases • Promote Seasonal Products or Recurring Needs
  25. 25. Practical Strategies for Selling Tickets in a Social World The How
  26. 26. @dfwsem @hoffman8 #StateOfSearch Remarketing Channels • Display Remarketing • Dynamic Remarketing • Remarketing Lists for Search Ads (RLSA) • Remarketing Lists for Shopping (RPLA) • Remarketing for Dynamic Search Ads (RDSA) • Social Remarketing
  27. 27. @dfwsem @hoffman8 #StateOfSearch PAGE 27
  28. 28. @dfwsem @hoffman8 #StateOfSearch
  29. 29. @dfwsem @hoffman8 #StateOfSearch Display & Dynamic Remarketing • Great for providing a visual reminder • Can generate a lot of impressions • More of a Push mechanism than most other remarketing options • Can be used to generate awareness
  30. 30. @dfwsem @hoffman8 #StateOfSearch Remarketing Lists for Search Ads • Bid up valuable lists within search campaigns • Exclude lists from non-RLSA • Typically lower CPCs & CPAs than non-RLSA campaigns A Stealthy Way To Keep Yourself Top of Mind.
  31. 31. @dfwsem @hoffman8 #StateOfSearch Remarketing Lists for Shopping Ads • Similar to RLSA except for Shopping • Noted a 50% Decrease in CPA compared to the same products in the regular campaign • Can be a great way to leverage loyalist & previous purchaser lists.
  32. 32. @dfwsem @hoffman8 #StateOfSearch Remarketing for Dynamic Search Ads RDSA is great for query mining… with a safety.
  33. 33. @dfwsem @hoffman8 #StateOfSearch Social Remarketing • Another Push Channel • Great for Mobile Reach • A Lot of Different Ad Formats • Also Great for Prospecting: Social Engagement Can Help Provide Trust & Expand Reach & Lookalike Audiences
  34. 34. @dfwsem @hoffman8 #StateOfSearch PAGE 34 An eMarketer Study found that 66% of People Will Research a Brand After Hearing About it via Social Media & 35% Will Go On to Make a Purchase. http://www.emarketer.com/Article/Social-Promoters-Power-Brand-Engagement/1012758
  35. 35. Practical Strategies for Selling Tickets in a Social World Implementation
  36. 36. @dfwsem @hoffman8 #StateOfSearch Albert Einstein’s Remarketing Insight
  37. 37. @dfwsem @hoffman8 #StateOfSearch The Experience Customize Ads and Landing Pages Based Upon the Information You’ve Used to Create Lists The more you know the better you can deliver.
  38. 38. @dfwsem @hoffman8 #StateOfSearch Remarketing Ads Should Be Helpful Said No One Ever.
  39. 39. @dfwsem @hoffman8 #StateOfSearch Align Messaging With Consumer Needs/Interests • Product or Category they Viewed • Seasonal Promotion, Product, Service or Event • New Products • Accessories to Things They’ve Purchased • Sale or Promotion
  40. 40. @dfwsem @hoffman8 #StateOfSearch Example: • Client Services a Broad Range of People/Roles • Determined That Performance is Stronger Ads Align With Role • Build Lists Based Upon Role & Deliver Ads & Landing Pages That Align With The Lists Client Found The CPA to Be As Much as 75% Lower When Ads & Landing Pages Were Specific To Consumers
  41. 41. @dfwsem @hoffman8 #StateOfSearch No Promo? No Problem! Highlight your understanding of their needs + your value: • # of Happy Customers, Years in Business • Ratings • Ease and Convenience • Warranty/Return Policy
  42. 42. @dfwsem @hoffman8 #StateOfSearch Using Remarketing to Guide Consumers Down The Funnel • Build Out Your Funnel In a Series of Micro- Conversions • Add and Exclude Users to Lists As They Complete Micro-Conversions Note: Works Best With Long Sales Cycle and High Margin Products. Must Keep An Eye on ROAS.
  43. 43. @dfwsem @hoffman8 #StateOfSearch
  44. 44. @dfwsem @hoffman8 #StateOfSearch Get Real Weird With It (but like.. In a good way.)
  45. 45. Practical Strategies for Selling Tickets in a Social World The 4 Keys To Successful Remarketing
  46. 46. @dfwsem @hoffman8 #StateOfSearch Be as Specific As Possible
  47. 47. @dfwsem @hoffman8 #StateOfSearch Know Who to Remarket and Who to Let Go.
  48. 48. @dfwsem @hoffman8 #StateOfSearch Choose The Right Channel For Your Goals. Or Use them All!
  49. 49. @dfwsem @hoffman8 #StateOfSearch Customize The Experience When Possible.
  50. 50. @dfwsem @hoffman8 #StateOfSearch PAGE 50
  51. 51. @dfwsem @hoffman8 #StateOfSearch OUR CONTACT INFO CLIX Marketing 217 La Grange Rd Pewee Valley, KY 40056 Tel : 502.442.2776 Fax : 502.805.0643 Web: clixmarketing.c om 51 @clixmarketing @hoffman8 Facebook.com/clix-marketing amy@clixmarketin g.com

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