Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
#SMX #24B @JoeKerschbaum
HOW TO
MAGICALLY
REMARKET TO
PEOPLE WHO
HAVE NEVER BEEN
TO YOUR WEBSITE
#SMX #24B @JoeKerschbaum
For Our First
Magical Feat…
#SMX #24B @JoeKerschbaum
How You Get Email Addresses
#SMX #24B @JoeKerschbaum
How Your Emails Feel
#SMX #24B @JoeKerschbaum
#SMX #24B @JoeKerschbaum
Never Been to Website Previous Customers
Currently in Lead Nurturing
Funnel
Lost Customers /
Oppo...
#SMX #24B @JoeKerschbaum
Where Your Ads Appear
#SMX #24B @JoeKerschbaum
Upload Your Email Lists into AdWords
#SMX #24B @JoeKerschbaum
Upload Your Email Lists into AdWords
#SMX #24B @JoeKerschbaum
Magic Potion Ingredients (Task List)
1. Pull email list from your CRM
2. Define audience segments...
#SMX #24B @JoeKerschbaum
PRESTO!
#SMX #24B @JoeKerschbaum
For Our Second
Magical Feat…
#SMX #24B @JoeKerschbaum
App Download = Success!
#SMX #24B @JoeKerschbaum
App Download = Success!
#SMX #24B @JoeKerschbaum
App Ghost Town
#SMX #24B @JoeKerschbaum
Remember Me?
#SMX #24B @JoeKerschbaum
App Remarketing Process
#SMX #24B @JoeKerschbaum
Remarket to App Users
#SMX #24B @JoeKerschbaum
Just a Bit of Code
#SMX #24B @JoeKerschbaum
There is Help!
#SMX #24B @JoeKerschbaum
Magic Potion Ingredients (Task List)
1. Have a solid user base for your app
2. Integrate addition...
#SMX #24B @JoeKerschbaum
PRESTO!
#SMX #24B @JoeKerschbaum
For Our Third
Magical Feat…
#SMX #24B @JoeKerschbaum
Your Remarketing Audience
#SMX #24B @JoeKerschbaum
How Similar Audiences are Created
Google Contextual Engine
Monitors browsing activity on Display
...
#SMX #24B @JoeKerschbaum
#SMX #24B @JoeKerschbaum
Similar to Previous Customers
Engagement: Best Intent: Best
Similar to Visitors of Specific Conte...
#SMX #24B @JoeKerschbaum
Display Channel Conv Rate CPA CPC
Display Select Keyword 1.3% $ 44.03 $ 0.58
Similar Audiences 1....
#SMX #24B @JoeKerschbaum
Magic Potion Ingredients (Task List)
1. Create RMKT audiences in AdWords
2. Segment RMKT audience...
#SMX #24B @JoeKerschbaum
PRESTO!
#SMX #24B @JoeKerschbaum
For Our Last
Magical Feat…
#SMX #24B @JoeKerschbaum
#SMX #24B @JoeKerschbaum
#SMX #24B @JoeKerschbaum
#SMX #24B @JoeKerschbaum
What Are Folks Watching?
#SMX #24B @JoeKerschbaum
#SMX #24B @JoeKerschbaum
Funnel Position on YouTube
#SMX #24B @JoeKerschbaum
Funnel Position on YouTube
#SMX #24B @JoeKerschbaum
Why YouTube? Why?
#SMX #24B @JoeKerschbaum
Embrace the Intent
#SMX #24B @JoeKerschbaum
Remarket to YouTube Viewers
People who watch any of your videos
People who take an action on any ...
#SMX #24B @JoeKerschbaum
Create Your Video RMKT Lists
#SMX #24B @JoeKerschbaum
YouTube TruView Ad Formats
#SMX #24B @JoeKerschbaum
More Work? Great.
#SMX #24B @JoeKerschbaum
#SMX #24B @JoeKerschbaum
#SMX #24B @JoeKerschbaum
#SMX #24B @JoeKerschbaum
Magic Potion Ingredients (Task List)
Resources
https://support.google.com/adwords/answer/2545661?...
#SMX #24B @JoeKerschbaum
PRESTO!
#SMX #24B @JoeKerschbaum
Customer Match
App Engagement
Similar Audiences
YouTube Remarketing
#SMX #24B @JoeKerschbaum
Go Make Your Own Magic!
#SMX #24B @JoeKerschbaum
#SMX #24B @JoeKerschbaum
We are, and have always been, the digital growth
partner for the world’s most Innovative brands.
#SMX #24B @JoeKerschbaum
SEE YOU AT THE NEXT #SMX
THANK YOU!
Upcoming SlideShare
Loading in …5
×

How To Magically Remarket To People Who Have Never Been To Your Website By Joseph Kerschbaum

2,367 views

Published on

From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Advanced Audience Targeting. PRESENTATION: How To Magically Remarket To People Who Have Never Been To Your Website - Given by Joseph Kerschbaum, @joekerschbaum - 3Q Digital, Account Director. #SMX #24B

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

How To Magically Remarket To People Who Have Never Been To Your Website By Joseph Kerschbaum

  1. 1. #SMX #24B @JoeKerschbaum HOW TO MAGICALLY REMARKET TO PEOPLE WHO HAVE NEVER BEEN TO YOUR WEBSITE
  2. 2. #SMX #24B @JoeKerschbaum For Our First Magical Feat…
  3. 3. #SMX #24B @JoeKerschbaum How You Get Email Addresses
  4. 4. #SMX #24B @JoeKerschbaum How Your Emails Feel
  5. 5. #SMX #24B @JoeKerschbaum
  6. 6. #SMX #24B @JoeKerschbaum Never Been to Website Previous Customers Currently in Lead Nurturing Funnel Lost Customers / Opportunities Customer Match Audiences Segment Audiences in CRM
  7. 7. #SMX #24B @JoeKerschbaum Where Your Ads Appear
  8. 8. #SMX #24B @JoeKerschbaum Upload Your Email Lists into AdWords
  9. 9. #SMX #24B @JoeKerschbaum Upload Your Email Lists into AdWords
  10. 10. #SMX #24B @JoeKerschbaum Magic Potion Ingredients (Task List) 1. Pull email list from your CRM 2. Define audience segments before uploading 3. Upload list into AdWords & create audience 4. Create separate campaign for these targets Resources https://support.google.com/adwords/answer/6276125?hl=en
  11. 11. #SMX #24B @JoeKerschbaum PRESTO!
  12. 12. #SMX #24B @JoeKerschbaum For Our Second Magical Feat…
  13. 13. #SMX #24B @JoeKerschbaum App Download = Success!
  14. 14. #SMX #24B @JoeKerschbaum App Download = Success!
  15. 15. #SMX #24B @JoeKerschbaum App Ghost Town
  16. 16. #SMX #24B @JoeKerschbaum Remember Me?
  17. 17. #SMX #24B @JoeKerschbaum App Remarketing Process
  18. 18. #SMX #24B @JoeKerschbaum Remarket to App Users
  19. 19. #SMX #24B @JoeKerschbaum Just a Bit of Code
  20. 20. #SMX #24B @JoeKerschbaum There is Help!
  21. 21. #SMX #24B @JoeKerschbaum Magic Potion Ingredients (Task List) 1. Have a solid user base for your app 2. Integrate additional tagging into your app 3. Create RMKT audiences for mobile app users 4. Create new campaigns for app RMKT Resources https://developers.google.com/app-conversion-tracking/
  22. 22. #SMX #24B @JoeKerschbaum PRESTO!
  23. 23. #SMX #24B @JoeKerschbaum For Our Third Magical Feat…
  24. 24. #SMX #24B @JoeKerschbaum Your Remarketing Audience
  25. 25. #SMX #24B @JoeKerschbaum How Similar Audiences are Created Google Contextual Engine Monitors browsing activity on Display Network sites over the last 30 days Determines shared interests and characteristics of the people in your remarketing list RMKT list with at least 500 cookies
  26. 26. #SMX #24B @JoeKerschbaum
  27. 27. #SMX #24B @JoeKerschbaum Similar to Previous Customers Engagement: Best Intent: Best Similar to Visitors of Specific Content Engagement: Good Intent: Strong Similar to Customer Match Lists Engagement: Good Intent: Better Similar to Site Visitors Engagement: Poor Intent: Low
  28. 28. #SMX #24B @JoeKerschbaum Display Channel Conv Rate CPA CPC Display Select Keyword 1.3% $ 44.03 $ 0.58 Similar Audiences 1.1% $ 58.80 $ 0.65 Remarketing 2.2% $ 105.97 $ 1.07 Keyword Contextual Targeting 1.2% $ 242.41 $ 0.87
  29. 29. #SMX #24B @JoeKerschbaum Magic Potion Ingredients (Task List) 1. Create RMKT audiences in AdWords 2. Segment RMKT audiences for better relevancy 2. Allow your audiences to grow in size 3. AdWords will create Similar Audiences 4. Create new campaigns for Similar Audiences 5. Exclude customers / converters Resources https://support.google.com/adwords/answer/2676774?hl=en
  30. 30. #SMX #24B @JoeKerschbaum PRESTO!
  31. 31. #SMX #24B @JoeKerschbaum For Our Last Magical Feat…
  32. 32. #SMX #24B @JoeKerschbaum
  33. 33. #SMX #24B @JoeKerschbaum
  34. 34. #SMX #24B @JoeKerschbaum
  35. 35. #SMX #24B @JoeKerschbaum What Are Folks Watching?
  36. 36. #SMX #24B @JoeKerschbaum
  37. 37. #SMX #24B @JoeKerschbaum Funnel Position on YouTube
  38. 38. #SMX #24B @JoeKerschbaum Funnel Position on YouTube
  39. 39. #SMX #24B @JoeKerschbaum Why YouTube? Why?
  40. 40. #SMX #24B @JoeKerschbaum Embrace the Intent
  41. 41. #SMX #24B @JoeKerschbaum Remarket to YouTube Viewers People who watch any of your videos People who take an action on any of your videos People who view your video as a TrueView in-stream video ad People who visit or subscribe to your YouTube channel
  42. 42. #SMX #24B @JoeKerschbaum Create Your Video RMKT Lists
  43. 43. #SMX #24B @JoeKerschbaum YouTube TruView Ad Formats
  44. 44. #SMX #24B @JoeKerschbaum More Work? Great.
  45. 45. #SMX #24B @JoeKerschbaum
  46. 46. #SMX #24B @JoeKerschbaum
  47. 47. #SMX #24B @JoeKerschbaum
  48. 48. #SMX #24B @JoeKerschbaum Magic Potion Ingredients (Task List) Resources https://support.google.com/adwords/answer/2545661?hl=en 1. Link YouTube to your AdWords account 2. Launch TruView campaigns 3. Create RMKT audiences from YouTube viewers 4. Allow audiences to grow in size 5. Target YouTube audiences w/ RMKT 6. Exclude customers / converters 7. Exclude mobile devices
  49. 49. #SMX #24B @JoeKerschbaum PRESTO!
  50. 50. #SMX #24B @JoeKerschbaum Customer Match App Engagement Similar Audiences YouTube Remarketing
  51. 51. #SMX #24B @JoeKerschbaum Go Make Your Own Magic!
  52. 52. #SMX #24B @JoeKerschbaum
  53. 53. #SMX #24B @JoeKerschbaum We are, and have always been, the digital growth partner for the world’s most Innovative brands.
  54. 54. #SMX #24B @JoeKerschbaum SEE YOU AT THE NEXT #SMX THANK YOU!

×