New opportunities for remarketing


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Akansha Sinha from Google talks about innovative ways of remarketing at BigRock httpX 2013 New Delhi

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New opportunities for remarketing

  1. 1. New opportunities for Remarketing Google Confidential and Proprietary 1
  2. 2. Agenda 1 Remarketing with Google: An overview 2 Remarketing list for search ads 3 Dynamic remarketing 4 Extending the remarketing opportunity 5 Case Studies Google Confidential and Proprietary 2
  3. 3. Your goal is simple: Convert site visitors Your website Google Confidential and Proprietary 3
  4. 4. But one visit is typically not enough 96% Leave a website without converting1 70% Abandon shopping carts without purchasing1 49% Typically visit 2-4 sites before purchasing2 1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010 2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited) Google Confidential and Proprietary 4
  5. 5. Remarketing gives you that second chance To bring past visitors back to your site to convert Google Confidential and Proprietary 5
  6. 6. Three advantages of Remarketing with Google Cross Search & Display Convert site visitors with one site-wide tag Tailored Creative Customize text and display ads Transparent & Accountable Get full visibility into placement and price Google Confidential and Proprietary 6
  7. 7. One tag enables remarketing across search and display Remarketing lists for search ads Dynamic remarketing Google Confidential and Proprietary 7
  8. 8. Tailored ads relate to your site visitors’ past experience on search and on the web ACME Communications Search Free first month of cable. Sign up for installation now! Customize ad text with relevant offers informed by past actions on your site Display Deliver ads tailored on the fly that resonate with visitors’ experiences on your site Google Confidential and Proprietary 8
  9. 9. Benefit from transparent and accountable remarketing campaign Performance Know exactly how you’re performing Placement Know exactly where your ads are appearing Price Know exactly what you’re paying Google Confidential and Proprietary 9
  10. 10. Agenda 1 Remarketing with Google: An overview 2 Remarketing list for search ads 3 Dynamic remarketing 4 Extending the remarketing opportunity 5 Case Studies Google Confidential and Proprietary 10
  11. 11. Remarketing amplifies your initial investment By adding conversions on top of your initial ad spend Drive 100 people to your site 4 convert Your website Ilustrative example only Remarketing converts an additional 3 Remarketing Google Confidential and Proprietary 11
  12. 12. Convert past site visitors with tailored ads Dynamically generated and tailored to each site visitor based on their experience with your site You can see a 450% increase in CTR* • • * Source: Google Internal data Dozens of professionally designed templates to choose from Links to Merchant Center catalog Google Confidential and Proprietary 12
  13. 13. Three factors drive performance Sophisticated segmentation Develop optimization strategies for very granular audience segments Effective creative Real-time bidding Auto-optimized layouts and product recommendation engine result in high performing creative Determined the optimal bid with which your past site visitors will convert Google Confidential and Proprietary 13
  14. 14. Sophisticated segmentation drives results Delivering the right message to the right person starts with segmenting your site visitors Homepage visitors T-shirt viewers Cart abandoners Payment abandoners Past purchasers Discover great deals Check out new arrivals Free shipping 30% off today only Refer a friend 25% off $2.00 $3.00 $5.00 $8.00 $5.00 Google Confidential and Proprietary 14
  15. 15. Build beautiful, high-performing dynamic ads High-performing • Auto-optimization predicts the best performing layout • Recommendation engine chooses ideal product array Customizable • Choose from dozens of layout options • Customize colors, fonts and other elements to match your brand Easy to build • Build an ad in minutes without a professional designer • Automatically populate items from your Merchant Center feed Google Confidential and Proprietary 15
  16. 16. Sell more of your merchant catalog with our product recommendation engine Products customer was viewing Feature an array of high-converting products based on a large number of signals • Products viewed and related products • Top performing products • Customer’s demo and interests (e.g., top performing products based on gender, age, etc.) • Customer’s frame of mind Related items in your catalog Google Confidential and Proprietary 16
  17. 17. Maximize conversions with real-time bidding Robust signals determine the optimal bid that will likely convert that particular customer Audience + context (100's of signals used) $10 $0.10 $0.30 $0.05$5$0.70 $3 Site visitor Characteristics Current frame of mind Consumer actions • • • • • • Did the the recently leave gender? What is useruser’s age and my site? section of my site did they visit? How are the user’s products did Context of pages & interests? they Whatmany the current page / session view? Value of products viewed What device are they on? ($500 vs $10) beta Tag frequently (e.g., lifetime value) Howparametershas the user seen mybeta ads? purchases beta Past Time since last conversion beta Google Confidential and Proprietary 17
  18. 18. Finding past site visitors across the Google Display Network According to comScore, the Google Display Network reaches: 87.6% 87.6% 2m+ Publishers Of all Global internet users per month including hundred’s of comScore’s top 1,000 sites 65% top 200 comScore sites 94% Of all US internet users per month *Source: comScore October 2012 Google O&O YouTube, Google Finance, Gmail, exclusive text inventory Google Confidential and Proprietary 18
  19. 19. Expanding dynamic remarketing to all sectors We’re not just for retailers … Currently in pilot Hotels Flights Education Custom Feeds Google Confidential and Proprietary 19
  20. 20. Agenda 1 Remarketing with Google: An overview 2 Remarketing list for search ads 3 Dynamic Remarketing 4 Extending the remarketing opportunity 5 Case Studies Google Confidential and Proprietary 20
  21. 21. Expand the opportunity with one site-wide tag Remarketing on to search and display campaigns Similar Audiences Audience Reporting Google Confidential and Proprietary 21
  22. 22. Amplify the power of remarketing with Similar Audiences Similar Audiences 7x By using Similar Audiences along with remarketing, advertisers typically see: • 60% more impressions • 58% more clicks • 41% more conversions Remarketing Lists Source: Google internal data Google Confidential and Proprietary 22
  23. 23. Learn more about your audience to refine your audience targeting strategy Audience composition reports gives detailed insights on your site visitors Target Group Analysis Report People on your site are interested in … People on your site are [x] times more interested in [ ] than the avg internet user X% Male / Female X% age breakdown Google Confidential and Proprietary
  24. 24. What you can do with audience insights? 1B+ with interests and demographics Target new prospects with tailored messages and bids to raise brand awareness and drive more qualified traffic to your site 30 top level categories 1000+ sub-categories The Google Display Network has a largest, highquality audience data set. Google Confidential and Proprietary
  25. 25. Agenda 1 Remarketing with Google: An overview 2 Remarketing list for search ads 3 Dynamic Remarketing 4 Extending the remarketing opportunity 5 Case Studies Google Confidential and Proprietary 25
  26. 26. For ROI-centric goals, remarketing leverages the best aspects of search and display, providing a more relevant experience for users and companies. - David Gudai, vice president of marketing, Storkie Express Google Confidential and Proprietary 26 2
  27. 27. Give high-value users a reason to come back Marketing Goal: increase bookings and improve ROI by aggressively marketing to highvalue users via an audience list generated off of Homepage and Category page visitors Implementation: • Mirror high priority campaigns and associate corresponding audience lists to customize for brand-aware searchers • Bid up 50% over control in RLSA accounts to bid into premium spots for returning users • Tailored ad copy emphasizing new sales; giving the consumer a reason to come back Results: • 145% increase in CTR • 315% higher Conversion Rate • 250% higher ROAS WTH is a multi-brand distributor in the travel vertical tested remarketing lists for search ads in the competitive Cruises space Google Confidential and Proprietary 27
  28. 28. Driving performance with Remarketing Lists for Search Worldstores successfully used Remarketing Lists For Search to increase their search presence for users who had previously visited their site but had not converted Results: “RLSA allows us to segment our data and gives us more control and targeting options than a normal search campaign. Overall our campaigns have more depth and it gives us more insight into attribution modeling.“ • CPA* -43% Conversion Rate** 2.3x • Conversions +8% Joe Murray, Co-Founder and Joint CEO, WorldStores Ltd *.vs when no remarketing present **Last click conversion increase on remarketed campaigns vs when no remarketing present Google Confidential and Proprietary 28
  29. 29. Tirendo saw a 161% increase in conversion rate with remarketing lists for search ads Objective: Increase sales Increase ROI Implementation: • Used the same list in the GDN Remarketing campaign in the new RLSA Campaign • Increased bids for all retargeted users • Differentiated bids according to customers who have a general browse on the homepage and those who search for specific sizes and brands Results: • Increase in Conversion rate: +161% • Increase in turnover of 22% • CPO reduced by 43% Online tire trader offering branded tires at competitive rates Tested RLSA to increase sales Google Confidential and Proprietary 29
  30. 30. Dynamic Remarketing delivers Storkie Express conversion rates 203% higher than regular display and lower costs-per-conversion Custom invite printer increase conversion rates and decreases CPC Marketing Goal: To create awareness of Storkie brand and product offerings, and to connect with customers Results: • Conversions grew 117% on Google Display Network • 203% higher conversion rate than regular display ads • 119% higher conversion rate than regular remarketing campaigns; Dynamic Remarketing Solution: Ran ads on search and Google Display Network, created remarketing campaign, and used Dynamic Remarketing to automatically tailor ad messaging Tactics: • Ran ads on search and Google Display Network • Created remarketing campaign • Used Dynamic Remarketing to automatically tailor ad messaging Google Confidential and Proprietary 30
  31. 31. Dynamic Remarketing helps Campmor achieve 300% higher clickthrough rate and lowers cost-per-conversion by 37% U.S. retailer of camping & outdoor gear looks to reconnect with customers Marketing Goal: To increase brand awareness and familiarize consumers with newer, nich products as well as reconnect with customers who have left their site Results: • 300% higher CTR, 37% lower CPA • 16% higher conversion rate, 13% higher ROI than with static Remarketing ads Solution: Ran ads on search and Google Display Network, created remarketing campaigns, and used Dynamic Remarketing to automatically tailor ad messaging Tactics: • Ran ads on search and Google Display Network • Created remarketing campaign • Used Dynamic Remarketing to automatically tailor ad messaging Google Confidential and Proprietary 31
  32. 32. CORT uses Similar Audiences to Enhance its remarketing Campaigns and saw conversions grow by 31% CORT uses Google Display Network to extend its presence in front of customers at all stages of the purchasing process for their rental furniture business Goal: • Drive online lease transactions • Create awareness among new audiences • Reach potential customers along all points of the buying cycle Results: • Conversions grew 31%, conversion rate up 27% • CPA dropped 43%, 63% lower eCPM than Remarketing • Increased the value of Remarketing campaigns Approach: • Used Similar Audiences to reach new, highly qualified audiences • Used Remarketing to reconnect with site visitors Google Confidential and Proprietary 32
  33. 33. Loews Hotels adopts remarketing and similar audiences to reach new customers and grow revenue Loews Hotels & Resorts looked to expand their efforts with Similar Audiences Goal: • Capture online share of voice • Expand to reach a wider audience • Reach qualified people similar to current customers Approach: • Moved 70% of budget from offline to digital: 40% on search, 60% on display • Began using Google Display Network and Remarketing • Boosted budget, used Similar Audiences for Loews Regency Hotel campaign Results: • Overall: 10%+ revenue, 9%+ bookings, 5%+ unique site visitors • Remarketing generated $60,000 for $800 spent • Loews Regency Hotel campaign: 60%+ revenue, 57%+ bookings, CPA dropped 9% • Cyber Monday campaign: Grew revenue from $1.3M to $2M YOY20% Google Confidential and Proprietary 33
  34. 34. Additional Product Details Google Confidential and Proprietary 34
  35. 35. Reaching shoppers starts with the Google Merchant Center Search Google Product Search Google Commerce Search Google Catalogs Google AdWords /Google Display Network Dynamic Remarketing Product Listing Ads Dynamic Text Auto-optimized layouts Conversion Optimizer Dynamic Ad Builder Google Confidential and Proprietary 35
  36. 36. Access exclusive text inventory with Dynamic Product Ads Reach text-only portion of GDN (8B impressions a day) Exclusive Advertise on text inventory that most other networks and DSPs do not have access to Customizable Retail advertisers can tailor text ads based on remarketing lists Easy Create and manage text campaigns like display Dynamic Remarketing with text ads Google Confidential and Proprietary 36
  37. 37. Easily dive into remarketing with Google Analytics Create advanced remarketing strategies with Google Analytics 1 Re-use your Google Analytics tag Make a one-line, one-time change to your GA tags 2 Leverage your GA data Use over 200 analytics dimensions & metrics to target precise audiences 3 Build & edit lists with ease All using the Google Analytics UI 4 Create sophisticated lists based on visitor activity Built on an intelligent understanding of cross-session visitor behavior 5 Reach your visitors across the web Lists automatically appear in AdWords to run ads on the GDN Google Confidential and Proprietary 37
  38. 38. Create more powerful and relevant campaigns Google Analytics lets you create unique and precise lists based on… On-site behavior Customer location Abandoned shopping carts Recent or frequent visitors High value customers Engagement Referral source Sequence of visits Up-sell & cross-sell Google Confidential and Proprietary 38
  39. 39. Getting started on GA Remarketing 1 2 3 4 5 Update your privacy policy Update your tags Link your AdWords account Get Admin access Create lists in GA then target in AdWords Google Confidential and Proprietary 39