Conventional wisdom often leads you astray when it comes to remarketing - learn lesser known best practices for optimizing your remarketing ads

1. 3 Bold Tips to
Rethink Remarketing
Erin Sagin, Customer Success Manager, WordStream
@erinsagin
Mark Irvine, Data Scientist, WordStream
@markirvine89
#wordstream

2. #wordstream
About WordStream
 Search Marketing software company founded
in 2007 located in Boston, MA
 Winner of Best Customer Engagement Driver
Award from MITX
 Leading provider of:
o PPC Advisor (PPC Management Platform)
o The Free AdWords Performance Grader
o The Free AdWords Landing Page Grader
o Expert PPC Management Services

3. #wordstream
PPC University
Go straight to the front of the class with
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You'll learn how to master pay-per-click
advertising and Google AdWords in three
guided courses, from PPC 101 to
Advanced PPC, plus webinars, white
papers, and free tools to help you along
the way.
Get smart in Pay-Per-Click Advertising!
wordstream.com/learn

4. Share The Webinar!
#wordstream
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5. Meet Our Presenters
#wordstream
Erin Sagin, Customer Success Manager
• Recently spoke at PubCon in Las
Vegas
• Oversees a team managing 2,000+
Paid Search Accounts
• When she’s not working, you’ll find
her hula hooping, vacationing in the
Caribbean and binging on reality TV
• @erinsagin
Mark Irvine, Data Scientist
• 3+ years of Paid Search experience
• Spot trends in data to help hit search
& remarketing goals
• Trains new WordStreamer’s on paid
search best practices
• Shamelessly addicted to reality TV
• @MarkIrvine89

6. Let’s learn more about you…
#wordstream

7. Do you use remarketing?
1. Yes!
2. No, but thinking about using it
3. No, tried it and it didn’t work
#wordstream

8. How big is remarketing/retargeting as a %
of your total ad spend?
1. 0%
2. 1-10%
3. 11-25%
4. 26-50%
5. +50%
#wordstream

9. #wordstream

10. Tip #1 Be Creepy
#wordstream

11. #wordstream

12. #wordstream

13. #wordstream
Users are 76%
more likely to
click on a
remarketing ad!

14. #wordstream

15. #wordstream
Non-Remarketing Ad
Remarketing Ads
A remarketing ad is more
likely to be clicked, even if
the user has seen it 6
times before, than a brand
new, non-remarketing ad!

16. Epiphany #1:
Set your Impression
Caps to Unlimited.
#wordstream

17. #wordstream

18. #wordstream
Daily
Impression
Cap
Average # of
Impressions
Delivered
2 1.21
3 1.54
4 1.75
5 1.87
6 2.07
7 2.12
8 2.14
Unlimited 3.71
Ads are
almost never
served to
their full
impression
cap!

19. #wordstream

20. #wordstream
9:15AM: Coffee Break
• User shops online and puts item in cart
• Interrupted before completing purchase
• Cookied and added to remarketing list with
impression cap of 2
12PM: Lunch Break
• User returns online to browse email
• Served one remarketing ad
• Returns to work
3PM: Afternoon Break
• User goes online to read the news
• Not served second remarketing ad, as
Google assumes she will return online
later in the day
5PM: Workday Complete
• User packs up and heads home for the
day
• Google never had the opportunity to
serve another ad and the impression cap
of 2 is NOT met
The Display network is Competitive

21. #wordstream
22% at
BEST
It is safe to
set your caps
high!

22. What’s the moral of the story?
#wordstream

23. Tip #2: Be Everywhere
#wordstream

24. 14 Ad Formats on Google Display
Network
#wordstream
Not all ad
formats
have the
same
reach:

25. #wordstream
But the same
formats still do!
Different ad formats
don’t compete.

26. Epiphany #2:
Utilize all ad
formats and sizes
#wordstream

27. #wordstream

28. #wordstream
• AdWords Ad Gallery, formerly
the Display Ad Builder, allows
you to create ad of all sizes for
free.
• Don’t like the AdWords option?
Try BannerSnack software or
work with a graphic designer!

29. Tip #3: Be Persistent
#wordstream

30. #wordstream
But I’ve always been
told to set short
membership durations
to prevent ad fatigue…

31. #wordstream

32. #wordstream

33. #wordstream

34. #wordstream
Yes, that’s $56…on ice
cream. All thanks to
remarketing.

35. Epiphany #3: Set Your
Membership Duration
to 3x Your
Average Sales Cycle.
#wordstream

36. #wordstream

37. Pro Tip!
#wordstream
1. Head to Google Analytics.
2. View Conversions  Time Lag.
3. Determine the time frame in which 95% of your conversions
occur. This should be your new Membership Duration.
30 Day
Duration!

38. #wordstream

39. Let’s Recap
#wordstream

40. 3 Bold Steps to Boost your Experience
1. Be Aggressive  Set Impression Caps to
Unlimited
2. Be Everywhere  Create Ads in All Formats and
Sizes
3. Be Persistent  Extend your Membership
Duration to 3x Sales Cycle
#wordstream

41. #wordstream

42. Special Offers! Would you like…
1. Free 1-on-1 live demo of the WordStream
software with a PPC Certified Expert
2. A FREE 1-on-1 AdWords Assessment
Walkthrough with a PPC Certified Expert
3. Nothing at the moment
#wordstream

43. #wordstream

44. Thank You!
#wordstream
Questions? Give us a call.
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