2. What is Remarketing?
First, what is Marketing?
the action or business of promoting and selling products or services,
including market research and advertising.
As timeless as the transaction.
So, Remarketing?
the action or business of promoting and selling products or services,
including market research and advertising.
to those who have tangibly expressed interest in a specific
product or service in the recent past.
4. Remarketing has become all the rage, but it’s
not new.
Ask a cataloger
Simply about segmentation. List building.
What is new are the methods used.
websites
javascript
cookies
We. Are. Watching.
New or Never New?
5. Even on industry leading websites, 97% of visitors
leave without buying.
many expressed some sort of interest, i.e. looked at a product, added to
cart
Remarketing claims some of them back with minimal
cost
increases lifetime value and brand loyalty
300-400% higher conversion rate vs. normal PPC
Lower CPA
Brand Awareness - visiblity on Big Sites
In short, yes.
Is Remarketing really all that and a bag
of chips?
6. Start Remarketing Now!!!
First off, Email is your best remarketing tool.
Google Analytics/Adwords is ready, right now, for your
remarketing campaigns.
To take advantage of the more advanced types of
remarketing, i.e. Dynamic Retargeting, you will need
your Product Feed set up and working properly.
Third-Parties are available to as well (MyBuys, Adroll) but
need additional setup.
We have integrated MyBuys to our site, it could be rolled out to
other CV3 users… squawk at Nathan if you’re interested.
8. A Word to Non-Geeks
If you are an owner or other such decision maker in
your company, it is useful for you to know this stuff,
but...
In most cases, you should not be the one carrying it
out. There are professionals for that. They are
worth it. Find one, pay one (well).
I then promise you can feel free to put a down
payment on the luxury car of your choice.*
*I don’t actually promise.
9. Remarketing - GA Steps
Proper GA code
Admin > Tracking Info
Display Advertiser Support - ON
stats.g.doubleclick.net/dc.js as script source
Lists in Admin > Remarketing > Lists
List options of All, Visited a Specific Page, Completed
a Goal, or Custom Segment
List Duration, Access to Adwords
All Visitors
Product Viewers
Cart Viewers
14. Remarket, Adwords pt.4
Refine and Build great lists.
Product View, No purchase
Cart View, No purchase
Purchase of X value in last X days
Visits to seasonal page
Similar Audience to viewers of specific page.
The better qualified traffic you highlight, the
more successful your Remarketing efforts
will be.
17. Remarket, Adwords pt.7
Ads, Ads, Ads
Use Your own Creative Based on your message
Seasonal
Promotional
Value Proposition
Use Google’s Ad Gallery for Dynamic Ads
Showing actual product info in an ad, even the
exact product a visitor looked at
20. Remarket, Adwords pt.10
Dynamic Text Ads
Custom Branding Efforts
You might need a graphics guy or
department
The more lists you can think of to market
specifically to, the better.
21. Third-Parties
MyBuys, Adroll
IGC has a MyBuys integration (Bronto) if
interested
Do essentially the same thing as Google, for a
fee, with some added benefits
People Who Bought Also Bought
Recommended for You
Weekly Shopper Alerts
22. Third-Parties, pt. 2
Third parties allow you to know something about a
visitor when you might not otherwise.
Scripts on other sites.
Builds a profile.
Allows recommendations to a completely new and
unique visitor.
Every interation makes recommendations better.
Can be pricey, but again, this is the easiest of the
easy money.
23. Final Thoughts
Remarketing ROI is
clear, and it’s an
obvious tactic to deploy.
How well it performs
depends on your
commitment to good
user data,
segmentation, and lists.
In short, how well do
you know your
24. Questions?
You either have none or a lot, which means I
was either awesome or terrible. It’s hard to tell
which.
