With countless avenues to take to reach your audience online, there’s an equal amount of ways to botch that split second chance of resonating with it. Recent studies have shown internet users have become increasingly numb to banner ads. So, how do you connect with the right past visitors of your site at the right time? With careful planning and a sound strategy, remarketing can be a powerful tool for re-engaging with your audience. Learn some of the remarketing basics and a few advanced tactics with Davis Baker’s “Re-engaging with Remarketing”. Davis Baker is the PPC Team Lead at Forthea Interactive. He specializes in PPC planning, strategy & management, display, remarketing and web analytics. As a PPC veteran of six years, he enjoys studying the work of ad legends Ogilvy, Burnett, Trott, Abbot & McElligot and finding ways to apply their ideals to digital advertising.

1. Remarketing

2. What’s On Tap

3. A Little Background

6. OUTSIDE OF WORK?

9. The Classics

11. Introduction to Remarketing

12. What Is it?

13. Serving ads Based On Past Engagement

14. What’s the goal?

15. To Get Past Users Back to the site & Complete the initial desired action

16. How Does It Work?

17. By “cookie-ing” past users

18. Is there more than One Kind?

19. Search Remarketing
Site Remarketing
CRM Remarketing
Email Remarketing

20. 3 Components of Site Remarketing

21. 1. Google Tag Manager

22. Apply Universal Analytics
Implement Remarketing tags
Manage event tracking
Never bother the IT Department Again

23. 2. Google Analytics

24. Audience Lists
Onsite Performance

25. 3. Google Adwords

26. Campaign Dimensions
Bids
Budgets
Audience Targets
Ad Management

27. A Winning Strategy

28. Audience Lists

29. Key Products & Services
High User Engagement
Traffic Source
Days Since Visit
Demographics

30. Negative
Audiences

31. Low User Engagement
Completed Transaction
Mobile Devices
Demographics

32. Get In The Mindset
Of Your Customer

33. Site Category Exclusions

34. Below the Fold
Adult Themes
Death & Tragedy
Error Pages
Parked Domains
Mobile Apps

37. Frequency Capping

38. Length Of Purchase Funnel
Promotional Period
Reach & Frequency Report

40. Ad Creative

41. Your Ad is a digital Billboard & the Internet is the freeway
Design Your Ad To Stand Out

42. More of this
Less of this

43. Not A Designer?

45. You’re On their
time now

46. Q & A