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Remarketing with Google Analytics - SES London

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Slides from Samantha Noble's presentation at SES London in February 2013

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Remarketing with Google Analytics - SES London

  1. 1. Winning PPC TacticsPPC Remarketing with GoogleSamantha NobleKoozaiMarketing DirectorLondon| 18–21 February
  2. 2. London| 18–21 February 2013 | #SESLON What You Will LearnHow to kick start your remarketing How to build targeted lists and audiencesHow to optimise your campaigns @koozai_sam
  3. 3. PLUS 1 Dashboard5 Lists & Strategies 16 Takeaway Tips
  4. 4. London| 18–21 February 2013 | #SESLONDid YouKnow?
  5. 5. London| 18–21 February 2013 | #SESLON 20%OF ADWORDS TRAFFIC IS VIAGOOGLE DISPLAY NETWORK (Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
  6. 6. London| 18–21 February 2013 | #SESLONWhy Advertise Like This? @koozai_sam
  7. 7. London| 18–21 February 2013 | #SESLONWhen You Can Advertise Like This? @koozai_sam
  8. 8. London| 18–21 February 2013 | #SESLONDid YouKnow?
  9. 9. London| 18–21 February 2013 | #SESLON RETARGETED CUSTOMERS ARE 70% MORE LIKELY TO COMPLETE A PURCHASE(Source: http://www.criteo.com/)
  10. 10. London| 18–21 February 2013 | #SESLON
  11. 11. Implementing Remarketing
  12. 12. London| 18–21 February 2013 | #SESLONWhy Analytics Over AdWords Code? @koozai_sam
  13. 13. London| 18–21 February 2013 | #SESLONThe Code @koozai_sam
  14. 14. London| 18–21 February 2013 | #SESLONUpdating With Ease
  15. 15. London| 18–21 February 2013 | #SESLON @koozai_sam
  16. 16. London| 18–21 February 2013 | #SESLONDrops in recorded GA traffic Some sites up to 50% drophttp://kooz.ai/analytics-traffic-drops GA code blocked by ad blocking software Drops vary across industries @koozai_sam
  17. 17. Audiences & Goals
  18. 18. London| 18–21 February 2013 | #SESLONCampaign Goals 1. Brand Engagement 2. Brand Awareness 3. Visitor Nurturing 4. Cross Sell & Upsell 5. Customer Engagement 6. Offer Promotion @koozai_sam
  19. 19. London| 18–21 February 2013 | #SESLONThe Pre-Defined Lists All Visitors Specific Page Goal Specific Section Completions @koozai_sam
  20. 20. London| 18–21 February 2013 | #SESLONCustom Built List Examples Location Operating Traffic Source Specific System Revenue Medium Visit Duration Generated
  21. 21. London| 18–21 February 2013 | #SESLONCombination List Examples Viewed Product Started > Did Not Checkout Convert > Left the Site Added Product Viewed Blog > to Basket Did Not View > Left the Service Page Checkout @koozai_samBest practice: Build combination lists in AdWords using Analytics lists
  22. 22. Optimisation Tips
  23. 23. London| 18–21 February 2013 | #SESLON The Process BuildDecide on Create Targeted Goal Quality Ads Audiences On-going Monitor and StartRefinement Optimise Campaigns @koozai_sam
  24. 24. London| 18–21 February 2013 | #SESLONTop Optimisation Tips
  25. 25. London| 18–21 February 2013 | #SESLONTop Optimisation Tips
  26. 26. 5 Lists& Strategies
  27. 27. London| 18–21 February 2013 | #SESLONVisit Duration > 10 Minutes  Visitor Nurturing Campaign  Enticing visitors back into your site  Ad reinforces the brand and an offer  Example - SEOmoz @koozai_sam
  28. 28. London| 18–21 February 2013 | #SESLONVisit Duration > 10 Minutes @koozai_sam
  29. 29. London| 18–21 February 2013 | #SESLONLeft Basket 10+ Days Ago  Customer Offer Campaign  Pre-qualified visitors, interested in purchasing – entice with an offer  Point to dedicated landing page  Example – ASDA, Butlins, Radisson Blu Hotel @koozai_sam
  30. 30. London| 18–21 February 2013 | #SESLONLeft Basket 10+ Days Ago
  31. 31. London| 18–21 February 2013 | #SESLONProduct & Basket Viewed  Subliminal Message Campaign  Highlight specific products or services viewed  Example – Amazon @koozai_sam
  32. 32. London| 18–21 February 2013 | #SESLONProduct & Basket Viewed
  33. 33. London| 18–21 February 2013 | #SESLONPage Viewed for 2+ Minutes  Product or Service Promotion Campaign  For pages engaged with for more than two minutes  Example – Booking.com @koozai_sam
  34. 34. London| 18–21 February 2013 | #SESLONPage Viewed for 2+ Minutes @koozai_sam
  35. 35. London| 18–21 February 2013 | #SESLONConverted 50 Days Ago  Cross Sell or Upsell Campaign  After a visitor has converted, entice them back to the site to purchase again  Example – Late Rooms @koozai_sam
  36. 36. London| 18–21 February 2013 | #SESLONConverted 50 Days Ago
  37. 37. Remarketing Dashboard
  38. 38. London| 18–21 February 2013 | #SESLONRemarketing Dashboard
  39. 39. 16 Final Tips
  40. 40. London| 18–21 February 2013 | #SESLON Only run one piece of code, preferably Analytics Update Privacy Policy to include cookies Select the right profile, one that excludes internalGet a naming strategy in place, once set you can’t change Set membership duration at 540 days Get at least 100 people in the list before you start Custom combinations to be created in AdWords Entice visitors back with offers @koozai_sam
  41. 41. London| 18–21 February 2013 | #SESLON Create separate campaigns per target audience/ad Expect to see a low CTR but high Conversion RateSend ads to dedicated and well optimised landing pages Continuously refine sites showing your ads Update the Frequency Capping in AdWords Think about running specific adverts for mobile users Watch any traffic drops if using default GA code Get the code added to your site today! @koozai_sam
  42. 42. London| 18–21 February 2013 | #SESLON Who Does Google Think IWho Does Google Think You Are? Am? http://www.google.com/ads/preferences/ @koozai_sam
  43. 43. London| 18–21 February 2013 | #SESLONQUESTIONS? @Koozai_Sam sam.noble@koozai.com 0845 453 1234
  44. 44. London| 18–21 February 2013 | #SESLON Image Credits Slide 15 - http://www.istockphoto.com/stock-photo- 1376675-my-privacy-02.php?st=15a4339 Slide 16 - http://www.istockphoto.com/stock-photo- 16696389-flat-line-alert-on-heart-monitor.php?st=282f069 Slide 18 - http://www.istockphoto.com/stock-photo- 5641082-write-right-here.php?st=d8abee4 Slide 23 - http://www.istockphoto.com/stock-photo- 21184088-production-line.php?st=d32f211 Slide 42 - http://www.istockphoto.com/stock-photo- 2755371-baby-expressions.php?st=16c0af9 @koozai_sam

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