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SAScon - Remarketing Intro


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SAScon - Remarketing Intro

  1. 1. Remarketing Intro by Paul O’Connor
  2. 2. The audience age • Until recently, brands controlled which channels they used to communicate & trade with customers • Now, consumers in the digital world have complete freedom of movement • We don’t control the journey they choose • They can’t be corralled into channels • However, this also means they are out in the open • Findable and trackable • Each step in a customer’s digital journey leaves a trace and sends a signal “A journey is like marriage. The certain way to be wrong is to think you control it” - John Steinbeck Travels with Charley (1962)
  3. 3. What is remarketing?
  4. 4. How remarketing works
  5. 5. • The power of remarketing lies in  Audience Segmentation  Creative Execution How search/display remarketing works… User Visits Website • Cookie downloads to their device User Creates Basket & Exits • Planner targets users who abandoned basket across appropriate channels/networks User sees relevant ad • User (hopefully) buys! Use remarketing to extend communications & build lifetime value
  6. 6. Remarketing formats • JavaScript tag in footer • User lands on site & is cookied • Can segment cookie pool based on how they interact with a site • If user visits a site with ad inventory, advertisers can bid for their ad to show Site • Text ads • Segment based on lists in Google Analytics • Pay more for audiences that generate a stronger ROISearch • AKA ‘similar users’ if done via Google (not really remarketing) • Looks at users who have a similar web profile to that of your existing customers and targets them with display adsLookalike
  7. 7. Remarketing formats • Retention tool i.e. abandoned basket follow-up • Good reason to be collecting email addresses from site visitors • Forrester study shows can deliver 4x more revenue than ‘general’ email marketing Email • AKA ‘data onboarding’ • Anonymised email or mailing list translated into online segments and matched with the online audience via cookies • These cookies can then be tracked, and the previously un-reachable customers targeted • Users do not have to visit a website to be targeted CRM • Facebook real-time bidding exchange (FBX) • Select group of retargeting vendors can retarget cookied users via Facebook, based on a consumer’s browsing and search history • Twitter – remarketing via promoted tweets • AdRoll – third party platform that offers a one-stop interface Social
  8. 8. The power of remarketing lies in • Segmentation  Identify subsets of users who are most valuable to you  Use segments to build up custom audiences & bid for these groupings individually to maximise ROI • Iterations  Segmenting your audience is the first step  Next is to ensure you are speaking to these segments in the right way Remember…. Segmentation ‘Creative’ isn’t a noun
  9. 9. Some examples of common, simple segments: • Abandoned Cart  Around 75% of baskets are abandoned before completion  These people represent your best opportunity for incremental revenue  Think carefully about the ‘hook’. Discounting an existing basket can simply erode margin • Champions  Create an audience for higher-value prospects – x% over AOV, for instance  Specific comms for these high-value groups can assist advocacy and retention • Cross-Sell  Sold lots of umbrellas? Target the same people with a raincoat! Simple segmentation
  10. 10. Why remarketing?
  11. 11. Acquisition vs Retention • Retained customers spend 5x more than a new customer • It costs 4-10x more to find new customers than retain an existing one • Retention drives sustainable revenues & advocacy
  12. 12. Some truths about acquisition & retention…
  13. 13. Why it’s important… • Only 2% of all web traffic converts on the first visit – The user journey is non-linear & complex – We can’t control the journey • 75% of shopping baskets are abandoned
  14. 14. Barriers
  15. 15. • What’s in it for me?  Give them a reason to care about your product  If you can pre-empt and answer this question for the consumer, you are likely to have a more effective campaign • Value proposition  Discounting off an abandoned basket is a common approach  However, users are getting wise to it and it may lead to erosion of your own margin • Time Bound  Use a time-sensitive message to create urgency  % off your next purchase – valid for x days Remember…
  16. 16. • Use RLSA to deliver time-bound messaging to your target audience • Split RLSA into own structure • Don’t just set a bid upweight for returning visitors • Remember that you need at least 1,000 in a list for RLSA to work Time-bound messaging in AdWords
  17. 17. • Allows you to specify how many times a user is exposed to an ad before they are removed from the cookie pool • Use time to convert analysis in GA to help inform frequency caps  Save money  Prevent negative brand associations Frequency capping - 5 10 15 20 25 30 35 40 Frequency Avg Interactions to Convert
  18. 18. Thank you @paoconnor