This document discusses remarketing and how to set it up across various platforms. Remarketing allows advertisers to retarget website visitors with display ads. It explains how to segment visitors based on their behavior and intentions using tools from Google AdWords, YouTube, Facebook, and Google Analytics. Examples are also provided of remarketing campaigns on Google AdWords and Facebook.

1. Degordian Academy
Remarketing
by Petra Milin, Traffic Manager & Ivo Novak, Traffic Manager
17.06.2014.

2. Content
1. What is remarketing? Why we use it?
2. Visitor segmentation
3. Setting up Remarketing and Remarketing lists options
a) Google AdWords
b) YouTube Remarketing
c) Facebook Remarketing
4. Few examples

3. What is Remarketing?
• Remarketing enables you to serve ads only to specific people who visited your website
Tina visits
www.example.hr
Tina leaves
www.example.hr and
continues to surf
Tina sees an ad for
www.example.hr on
Fb/Yt/Webu
Tina clicks ad and comes
back www.example.hr

4. Why Remarketing?
Visitor of our website Targeting potential
visitors while they surf
Targeting potential
visitors using
Remarketing campaign

5. Visitor segmentation
• What are your website visitor’s intentions?
• How visitor’s intentions affect fulfilling of business model of client?
• For good visitor segmentation we have to define:
• How they behave
• Conversion value
More website content More visitors Easier segmentation

6. Visitor segmentation
Cosmetics webshop
• Assumption: Those visitors won’t buy
• Conversion probability: Low

7. Visitor segmentation
• Assumption: Paid service
will be used for one year
• Conversion probability:
Low

8. Visitor segmentation
• Assumption: Visitor did
market research, ready to
buy
• Conversion probability:
Very high

9. Visitor segmentation
• Assumption: Visitor did very detailed research, he is almost buying
• Conversion probability: High

10. Visitor segmentation
• What visitors prefer:
Brand or price?

11. Visitor segmentation
• Assumption: Research for offline purchase
• Conversion probability: Low

12. Why visitor segmentation?
Custom made ad messages
• Example: A new brand of natural cosmetics in the market. We create copy in phases for segmented
visitors:
1. Phase: Targeting young businesswomen
‘We offer natural cosmetics, new to the market.'
2. Phase: Remarketing for visitor of face products category
‘Nutrient cosmetics for the face, 100% natural ingredients’
1. Phase: Remarketing customers call-to-action for a new purchase
‘Your favorite cosmetics for special price’

13. Google AdWords Remarketing
1. setting Options: AdWords remarketing tag
• Placed throughout the website
• Remarketing lists are created based on the URLs of
websites
• „Remembers" visitors form last 30 days so we can
create a new list, which will already contain visitors for
our website
• Duration of cookies - how long we want to keep visitors
on the list

14. Google AdWords Remarketing
2. setting option: Google Analytics
• The code is set throughout the whole
website
• Greater number of selection criteria to create
remarketing lists other than just using URL of
the web or filled conversions
• Combination of all criteria

15. Google AdWords Remarketing
Some of the segmenting criteria in Analytics
• Demographics: age, sex, country ...
• Technology: operating system, browser, resolution ...
• Visitor behavior: duration of the visit, the number of completed transactions ...
• By date of first visit: a certain period, after some date ...
• Traffic Sources: Google, newsletter, Facebook, direct, keyword ...
• Using funnel as a criterion

16. Facebook Remarketing
• The newest type of custom audiences
• It allows us to make a custom audience of
visitors of web or mobile applications
• Piece of code on a web page
• Segmenting only by URL
• Before this Facebook remarketing was
available only through a variety of tool that
were charged (Ad Roll, Perfect Audience)

17. YouTube Remarketing
• To setup, it is required to connect your AdWords account with YouTube account
• YouTube remarketing list options :
• Any interaction (like, dislike, share, comment)
• Viewed YT video
• Subscription or canceled subscriptions on YT channel
• Viewed TrueView In-stream ad
•Visiting YT channel customer
• Can include users from the last 30 days
• They can be used in classic AdWords campaigns that accounts (not and vice versa)

18. Example – Google AdWords

19. Example – Facebook

20. Example – Facebook

21. Thank you
Petra Milin I Ivo Novak
TRAFFIC MANAGER I TRAFFIC MANAGER
petra.milin@degordian.com I ivo.novak@degordian.com
www.degordian.com | www.facebook.com/degordian | www.twitter.com/degordian | linkedin: http://bit.ly/degordian