Remarketing with Google AdWords (Figaro Digital Nov 2013)


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  • Most website visitors do not convert. The vast majority leave without signing up or buying anything. Lets explore how remarketing can be used to bring these people back.
    Start by looking at how it works. Then we will look at the variety of options available to you. Some give best practice tips, examples of how others are using it
    It is not being used that heavily or that well by most brands, so my goal today is to help you consider the options available and inspire you to start testing them and getting more conversions...
  • Start with some stats. Here are some from Google.
    1 - 96% of visitors will leave your website without completing the actions you want.
    2 - 70% of people who add products to a cart will abandon the site without purchasing
    3 - The Google Display Network reaches 90% of the global online population.
    4 billion daily page views. 700 million monthly users.
    4 - How? Ads on over 2m sites. These are sites in the Adsense network, which includes blogs, news sites, forums, review sites.
  • All will have seen it. Visit a website and then see their ads following you across the web.
    1 - There are other forms of remarketing but in the case of Google AdWords, they use the GDN.
    2 - If someone visits a certain blog post, product, a part of the checkout process, can give them specific adverts. Those can be banners, text ads and video ads.
    3 - Why? In our experience, it is very high quality traffic. Marketing to a group of people who you know are interested in your products/services.
    Warm traffic, not cold traffic. Second chance to sell to someone who didn't buy, or chance to up-sell those who did.
    To me, this is what has been lacking in PPC - always felt impersonal, didn’t know the visitor much but this bridges that gap.
  • Very straightforward.
    1 - Code goes onto your site. If you have the latest Google Analytics then it’s already there and waiting for you to use it.
    2 - Cookie based system. Cookie plonked onto the machine a visitor uses when they perform certain actions on the site.
    Not just PPC visitors, any (organic, social, referral, direct, etc)
    3 - Remarketing Lists are created. The groups of people you define by their actions. From as little as 100 people on a list
  • Remarketing lists look like this.
    In analytics you set up your lists, i.e. all people who visited my home page, just people who visited my shopping cart, people who completed a conversion
  • These can be quite complex, e.g. I want to advertise to people who read a certain blog post, then visit the payment page but do not check out. I want to show them one advert. The ones that check out but only spent £10 I want to put in a different list, to show a different advert.
    Group A, I want to convince to come back and spend something, Group B I want to spend more.
  • Import into AdWords and tie them to adverts you create. In AdWords it also shows you how many people each list is likely to show adverts for, so you know the size of each list and over time, can predict the responses.
  • - Create remarketing lists within YouTube too.
    - Choose to advertise (or not) to people who Like or Dislike your videos or channel, people who share them, subscribe, etc.
    - TIP. Target those who have already viewed a how-to or instructional video demonstrating your product. Spotting an ad from the same company that offered that great tutorial may be just the thing needed to get a conversion
  • Lists are audiences - each a group that will respond to different messages because of their experiences to date.
    1 - A few things to Consider: Think about the different actions that tell you peoples intent and the steps they make towards a conversion
    2 - think about conversions and goals too (sign-ups, sales, etc). Which ones matter now and which help towards future sales. Use remarketing to push them further along.
    - Someone visits the first page of your checkout process but not the last?
    - Someone who signs up to your email newsletter list?
    - Someone who views a product or service but doesn’t enquire?
    3 - Interest categories can be built in too, as you can choose to tie in which sites your adverts get placed on.
    - Could be handy if you are a business with very different personas in your target market. E.G. You may be an estate agent offering new houses for sale with a discount just for property investors. You don’t have to remarket to everyone who visited your site, but just ones that also visit property investment and BTL blogs.
    - Selling high end goods? Advertise only on luxury websites to protect the brand image.
    4 - Consider negative audiences too. Who do you not want to see your ads? (like negative keywords - can exclude people who have been on your site). If you sell flowers online, just after valentines day, you may want to exclude all people who just bought valentines flowers, knowing they aren’t the kind of people who are going to purchase until next year. Don’t show ads on sites that are heavily used by men.
    - Tonnes of options. Start thinking about how it would work for you and then start testing.
  • - Now want to run through some examples now of how other businesses use remarketing.
    - One of the most popular is the offer. Free delivery, BOGOF, Priority service, loads of options.
    - Here is one from an online training company. I visited their website but didn’t buy, so they are giving me the first month for free.
    - What offers do you have now?
    - What are you willing to offer people you know are close to buying from you but haven’t done so yet?
  • BRAND based ads are popular.
    Last Minute stick up a generic branded ad when you have just visited their site. WAnt to remind me who they are and build brand recognition.
  • But go a step further. I refreshed the page and they actually list the hotel I was last looking at on their site, as well as an alternative.
  • - have some of the best I have seen.
    - When you get a quote from them, they then display ads that show the three cheapest quotes.
    - Reminds you the prices, so if you have gone off to shop elsewhere, it stops you siging up with someone more expensive.
    - If I was in insurance, I would be using remarketing to target people come renewal time too - you can stretch the cookie duration out to over a year, so in 11 months, I’d start showing them new quotes.
  • Remarketing suits seasonal businesses very well.
    It allows you to double up advertising efforts during busy periods. Grab as much as you can while you can.
    Can increase the frequency of advert impressions during the busy period.
    Lots of adverts showing Xmas offers now, like this one encouraging me to buy now and get my new sofa in time for the holidays.
    Center Parcs also do this. I now see their ads showing off what a great place they are to spend Xmas, after I visited their site a few weeks ago.
  • We use it a lot for ecommerce clients. It works well. For furniture retailer, their average order value(site wide) in the last 30 days is £361. Average order value from Remarketing = £688. Nearly double.
    1 - Plenty of ways to use this to get additional sales to...
    People who bought – cross sell, upsell, offer a voucher if they encourage others to buy
    Those who haven’t (and didn’t get to the basket stage) – tell them why they should - your product is best, your prices are lowest, your customer service is to die for
    Basket entries - offer them money off or free delivery or a chance to enter a prize draw. They were close to buying but something put them off.
    Product specific – tailor remarketing adverts to specific product lines depending on how important they are to your business
    2 - Remarket to people who have viewed products when they were full price, to tell them the items are now in sale.
    3 - New products - when a new, complimentary product is released, advertise to purchasers of the last one. You are a phone retailer, people just bought a lot of iPhone 5s’s, remarket them cases, car adapters, etc as soon as they are released.
  • Dynamic remarketing adverts for merchant centre users.
    Show users the exact products they viewed on your website as well as some alternatives. Carousel.
  • Here’s an example. When putting this presentation together, this very advert convinced one of my PPC team to go back and buy a bag similar to the one she looked at, but preferred.
  • If you are in the travel sector, then remarketing is something to seriously consider.
    - Data from the Nielsen and Google online customer journey study in August 2013, showed that when researching travel destinations and options, the average person in the UK conducts
    - 17 search sessions
    - visits 10 different sites
    - spends 2 hours 9 minutes researching
    - start researching 70 days before purchase.
    - One search ad on Google isn’t enough. This is data I recently got on travel but there will be similar stats in all industries.
    - The important thing is to find out how people search and make decisions online and use tools like remarketing to take advantage of this.
  • This is an industry where this is underused but I think it has huge potential.
    For charities, repeat donations seem to be a huge problem. Someone donates once but then disappears.
    I would use them to highlight what first donation achieved.
    e.g. I recently gave money to Dogs Trust. If they then served me adverts, showing the impact that money had on little Fido the staffie and if I give a few more quid then Mollie, the border collie would have a better life, then I’d be whipping my credit card out.
    1 - Use this to boost customer service & improve relationships.
    E.G. Loan company we work with found customers not completing paperwork. Put remarketing ads together for people who requested, reminding them of the FAQ. Pushed them across the line. Saw a large uplift in completed loans without spending much more money.
    2 - How about using it to encourage reviews? Reviews are powerful for Google+ local rankings, for encouraging other sales, for Seller extensions in adwords? This could be a cost effective way to get more of those.
    Also, what about a customer survey? When better than just after they have bought? Remarket a voucher or competition entry in exchange for a completed survey and watch your forms get filled in a lot quicker!
    3- BIG AREA people going for now is apps - People who know you are the most likely to doanload and use it. In travel sector, up to 72% of travellers will download an app from a company that they are loyal to. Its really just a case of alerting them to it.
    4 - You can use this to build brand champions. Make people feel like part of you priority club.
    - How about inviting people who bought to BETA test new products?
    - Why not invite them to be first to an event or launch party?
    - Incentivise them to refer a friend
    Remember, you can choose to only show these people adverts. You aren’t broadcasting this to everyone, so can afford to do these things.
  • Hopefully I have worked you all up into a remarketing frenzy but there are some things to consider before jumping in. Those are to do with limiting this.
    - Think about how often you should remind potential customers of your product/service and how soon after they visited your site.
    - The first week could be a reminder, the second week could be an offer, the third week could be a free gift.
    1 - Cookie up to 540 days. Can do less if you have a short sales period or require additional products to be bought within 30 days.
    - Can set up delayed targeting for people who take a few days to decide (wait till pay day).
    - If you sell cinema tickets, you might select a membership duration of a few days only, but if you sell cars, you might choose a duration of a few months.
    - Our valentine's flowers example from earlier - they may might choose a membership duration of a year plus a few days, so that you can reach the customers on your list when Valentine's Day comes around the next year.
    2 - Frequency capping. Limit the number of times someone can see your ad. Dont be annoying. Businesses with regular repeat custom can get away with higher frequency and have more impressions for each person. Can do this at campaign or Ad Group level.
  • - Examine Analytics for latency.
    - We have a flooring company client. We noticed that 40% of their total online sales happens 16-17 days after the first visit. Appears to be trade based sales, which act differently to others.
    - Remarketing adverts were added to target people who viewed the website 10-15 days ago and didn’t convert. Had a big impact in sales.
  • - This I like. Rarely used from what I can see, but a very smart way to spend money.
    - Decide on how to weight your click spend depending on each action
    - People who visit a blog post and then go aren’t worth the same as a shopping cart abandoner. Less likely to convert, so the amount you are willing to pay for them to return should reflect this.
  • - Something nice, If you don’t have a dedicated resource for creating banner adverts, is that Google already has the display advert builder.
    - There is a tool called Ready Creatives that allows you to automatically create banner adverts, simply by allowing Google to scan the content of your web pages.
    - This will create the base level for the advert, where other sections (Call-To-Action’s, layout, colours, logos) can be customised.
    Means it is very easy to test this out with adverts that look pretty good.
  • - One of the final things to cover but very important is Remarketing Lists for Search Ads. In other words - you can now, as of a couple of months ago also use the Search Network for remarketing.
    - This is a HUGE STEP FORWARD. You can display different ad copy and choose different bids for adverts next to the search results for people on your remarketing lists.
    - Good example - you sell gifts online. You want more Xmas sales. Broad keywords like present and gift ordinarily would not normally be profitable. Remarketing lists for search ads lets you target those keywords only to people who had purchased gifts from your company last Xmas.
    - You can also exclude people who have already bought from seeing search ads.
    - This is very powerful and very exciting for advertisers.
    - Ok for charities with Google Grants
  • Want to finish off on a light note.
    - Here is a political blog talking about a politician who has been up to something naughty - suggest he has been involved in paid for peerages. The business he was working with, I visited their site and then I started seeing their remarketing ads.
    - Of all the places they wouldn’t want to show is on the same blog that is outing their bad practices.
    - Blocking ads from showing on this site would be something to consider.
    - This is an example of where you need to consider the negative side of remarketing
  • Another example, and sticking with Politics.
    - John Prescott. Calls out a rival MP on Twitter because his website is advertising Thai Brides
    - Rival MP know more than John and publicly announces that he must have been looking at Thai brides, despite being married.
  • Remarketing with Google AdWords (Figaro Digital Nov 2013)

    1. 1. remarketing with google adwords Figaro Digital November 2013
    2. 2. STATS 96% of visitors do not convert 70% abandon a shopping cart GDN reaches 90% of online population Ads on 2m+ websites
    3. 3. WHAT IS IT? Google Display Network Banner, text and video ads Targeted to previous website visitors
    4. 4. HOW IT WORKS Code Cookie Lists
    5. 5. LISTS
    6. 6. LISTS
    7. 7. LISTS
    8. 8. YOUTUBE
    9. 9. AUDIENCES What actions matter to you? What is a conversion? How about interests? Who to exclude?
    10. 10. OFFERS
    11. 11. REMINDERS
    12. 12. REMINDERS
    13. 13. REMINDERS
    14. 14. SEASONALITY
    15. 15. ECOMMERCE Additional sales Price changes New products
    16. 16. DYNAMIC ADS
    17. 17. DYNAMIC ADS
    18. 18. TRAVEL
    19. 19. CHARITIES
    20. 20. CUSTOMER SERVICE Improve relationships Encourage reviews Promote apps Make them feel special
    21. 21. KNOW YOUR LIMITS Latency Frequency
    22. 22. LATENCY
    23. 23. BIDS
    24. 24. AD BUILDER
    25. 25. RLSA
    26. 26. BE CAREFUL
    27. 27. BE CAREFUL
    28. 28. ANY QUESTIONS? Visit: Connect: Follow: @LibertyOnlineUK