Reach, Follow and Convert with Targeted Remarketing #BiddableWorld

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The world of remarketing is forever changing and with so many new features being released, it isn’t always easy to stay ahead of the game. Remarketing used in the right way can yield fantastic results for any business. In this presentation, I am going to look into some of the features you may or may not be using.

Some of the key lessons include:

· Best practices for implementing the code
· Creating targeted lists using demographics and conditions
· Smart Lists and who should be using them
· Optimising tips and techniques for better converting campaigns
· Remarketing Lists for Search Ads
· Real life example targeting strategies

Published in: Marketing
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Reach, Follow and Convert with Targeted Remarketing #BiddableWorld

  1. 1. REACH, FOLLOW & CONVERT WITH REMARKETING BIDDABLE WORLD 2014 By Samantha Noble @Koozai_Sam
  2. 2. DID YOU KNOW? “Retargeted customers are 70% more likely to complete a purchase than someone who has not been remarketed to”“ Source: Criteo
  3. 3. WHAT YOU’LL LEARN TODAY
  4. 4. TYPES OF REMARKETING Display Network Remarketing Search Network Remarketing (RLSA) Dynamic Remarketing (for ecommerce)
  5. 5. WHAT ARE WE GOING TO LOOK AT? Display Network Remarketing Search Network Remarketing (RLSA)
  6. 6. IMPLEMENTING THE CODE
  7. 7. ADWORDS VS ANALYTICS Target by landing page only Lists work with RLSAs Target users by page, metrics or demographic Lists do not work with RLSAs Entirely new piece of code Simple update to existing code Lists work with dynamic remarketing (code tweak needed) Lists do not work with dynamic remarketing Create custom combination lists Certain custom combination lists not possible
  8. 8. BOTH
  9. 9. THE ANALYTICS CODE
  10. 10. THE ADWORDS CODE
  11. 11. CREATING YOUR LISTS
  12. 12. LIST TYPE SELECTION
  13. 13. BUT…
  14. 14. I SEGMENTS!
  15. 15. Create your own from scratch Import from Advanced Segments
  16. 16. IMPORT FROM ADVANCED SEGMENTS
  17. 17. CREATE YOUR OWN
  18. 18. Technology Traffic Sources Date of First Session Sequences Behaviour Conditions Demographics Metrics & Dimensions
  19. 19. Demographics
  20. 20. Female – Age 30 Male - Age 50 USA Music Lover Movie Fanatic
  21. 21. Conditions
  22. 22. Create lists for users according to single or multi-session conditions Use And / Or statements to merge the lists together Search similar to Custom Combinations in Google AdWords Network Remarketing Condition Remarketing
  23. 23. CUSTOM COMBINATIONS 1 • Create all lists in Google Analytics and then use AdWords to build the Custom Combinations 2 • Custom Combination lists are used if you want to target people that have visited ‘X’ but not ‘Y’ 3 • Create a custom audience by combining remarketing lists in an AND, OR or NOT relationship
  24. 24. Starter Pack of Remarketing Segments
  25. 25. 500 monthly transactions & 10,000 daily page views
  26. 26. DID YOU KNOW? “You need at least 100 people in your display remarketing lists to use them.” Source: AdWords
  27. 27. OPTIMISE, OPTIMISE
  28. 28. REMARKETING OPTIMISATION
  29. 29. REMARKETING OPTIMISATION
  30. 30. FREQUENCY CAPPING
  31. 31. LOST IMPRESSION SHARE
  32. 32. PLACEMENT REPORT
  33. 33. SITE CATEGORY OPTIONS
  34. 34. SITE CATEGORY OPTIONS
  35. 35. RLSA CAMPAIGNS
  36. 36. WHY RLSAS? “Remarketing Lists for Search Ads allow you to make your search campaigns even more relevant by allowing you to tailor your search-only campaigns to users who have already been to your site.” Source: AdWords
  37. 37. EXAMPLE RLSA STRATEGIES
  38. 38. DID YOU KNOW? “You need at least 1,000 people in your search network remarketing lists (RLSAs) to use them. This is ten times more than display remarketing lists.” Source: AdWords
  39. 39. GETTING THE RIGHT STRATEGY
  40. 40. DID YOU KNOW? “One in five marketers now has a dedicated budget for retargeting.” Source: Chango
  41. 41. FREE WHITEPAPERS
  42. 42. LOADS MORE FREE TIPS AND ADVICE
  43. 43. THANK YOU FOR LISTENING @Koozai_Sam sam.noble@koozai.com 0845 485 1262 koozai.com
  44. 44. IMAGE CREDITS Slide 7 - http://www.bigstockphoto.com/image-47000122/stock-photo-privacy-policy-concept Slide 10 - http://www.bigstockphoto.com/image-40193056/stock-photo-child-with-many-question-marks Slide 11 - Google Analytics Slide 18 - http://www.bigstockphoto.com/image-52207642/stock-photo-two-dogs-very-close-together Slide 23 - http://www.bigstockphoto.com/image-62231063/stock-photo-group-of-multi-ethnic-colorful-world-people- connected-with-speech-bubbles Slide 26 - http://www.bigstockphoto.com/image-44303560/stock-photo-businessman-with-binoculars-spying-on-competitors Slide 28 - http://www.bigstockphoto.com/image-4797552/stock-vector-membership Slide 30 - http://www.bigstockphoto.com/image-36437476/stock-photo-little-boy-in-spectacles-and-suit-lying-on- a-floor-with-a-diary-isolated-over-white-background
  45. 45. RESOURCE CREDITS Slide 2 - Criteo Slide 29 - Remarketing Starter Pack http://kooz.ai/remarketing-starter-pack Slide 31 - AdWords Slide 40 - AdWords Slide 42 - RLSA Campaign Guide by Tara West, Koozai http://kooz.ai/rsla-strategies Slide 53 - Chango Remarketing Report http://www.chango.com/resources/whitepapers/the-retargeting-barometer- report-q4-2013 Slide 55 - Koozai Whitepapers http://kooz.ai/free-whitepapers Slide 56 - Koozai Write Up including slides - TBC

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