Remarketing: catching the one that got away

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Remarketing is a highly powerful advertising tool, enabling you to target users that have visited your site and entice them back again. At October's Digital Bites, James Giles, PPC Manager at Crafted, explains more about this invaluable method of paid search marketing, exploring how your business can use it to strategic advantage. Packed with examples, James showcases the Suffolk businesses that are seeing impressive results from remarketing.

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Remarketing: catching the one that got away

  1. 1. EASILY DIGESTIBLE DIGITAL INSIGHT #digitalbites @digital_bites
  2. 2. Remarketing: Catching the one that got away presented by James Giles, PPC Manager at Crafted Ipswich-based integrated digital marketing agency EASILY DIGESTIBLE DIGITAL INSIGHT
  3. 3. So what's it all about? Remarketing is a form of banner advertising
  4. 4. Powerful tool to re-engage with potential customers So what's it all about?
  5. 5. A number of strategies can be used including •  Incentive led •  Cross-selling or Up-selling •  Category, product or profession specific •  Site wide strategy So what's it all about?
  6. 6. Highly targeted and controllable So what's it all about?
  7. 7. How does it work? One piece of code sits across the whole of your site User visits site, cookie is dropped User gets added to remarketing list Lists are assigned relevant creative User visits a website on the GDN Remarketing ad is served User clicks on ad (CPC or CPM can be used) User returns to your site
  8. 8. One piece of code sits across the whole of your site How does it work? User visits site, cookie is dropped
  9. 9. User visits site, cookie is dropped How does it work? One piece of code sits across the whole of your site User gets added to remarketing list
  10. 10. User gets added to remarketing list User visits site, cookie is dropped Lists are assigned relevant creative How does it work?
  11. 11. Lists are assigned relevant creative How does it work? User visits a website on the GDN User gets added to remarketing list
  12. 12. User visits a website on the GDN How does it work? Remarketing ad is served Lists are assigned relevant creative
  13. 13. Remarketing ad is served How does it work? User clicks on ad (CPC or CPM can be used) User visits a website on the GDN
  14. 14. User clicks on ad (CPC or CPM can be used) How does it work? User returns to your site Remarketing ad is served
  15. 15. User returns to your site How does it work? User clicks on ad (CPC or CPM can be used)
  16. 16. PolicyBee PolicyBee has used Remarketing in a number of strategic ways to re-engage with potential costumers Increase quote conversion rate Decrease cost per quote
  17. 17. People who hit the site and do not quote Homepage-no-quote
  18. 18. People who get a quote but have not bought a policy Quote-no-policy
  19. 19. Profession-specific-page-no-quote
  20. 20. Profession-specific-quote-no-policy
  21. 21. Results Cost per quote 17% 24% 26% Click to quote Quote conversion paths that involved remarketing
  22. 22. Notcutts Notcutts has used incentive driven remarketing, which is a great way to get people back to your site. Use remarketing to help drive increased revenue
  23. 23. Creative - Offer
  24. 24. Creative - Offer
  25. 25. Creative - Offer
  26. 26. Creative - Offer
  27. 27. Overall revenue Users who bought after being served an incentive led banner       20% 15% Results
  28. 28. Information from remarketing Demographics GenderAge Locations
  29. 29. Information from remarketing Placements
  30. 30. Get the remarketing tag on your site ASAP It takes time to build lists Top tips
  31. 31. Define your remarketing strategy What is the objective? Top tips
  32. 32. Where possible use incentives Top tips
  33. 33. Use custom combinations to create very specific audiences Top tips
  34. 34. Mine the data out of the campaign to get a better understanding of the audiences that are visiting your website Top tips
  35. 35. Thank you

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