The Retargeting Rules: 15 Tactics To Dominate Q4


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Do you have a plan in place for users that don't convert on their first visit? Have you taken into account all types of retargeting available to increase your CTR? If you've said no or are even just teetering on the fence, its time to get your ducks in a row! The holidays are just around the corner and you want to be sure you not only have a plan, but a good plan in place. With these 15 tactics, start aligning your retargeting campaigns now for a Q4 that dominates your competition.

In the recording, 3Q Digital and Hanapin Marketing experts discuss a variety of ppc tips that will boost your retargeting campaigns and help you have the best strategies ready before the last quarter of the year begins!

You'll get expert-level PPC tips like:

*Smart tactics to optimize your PPC and increase traffic returns
*How to use retargeting strategies in social for an exceptional ROI
*Best practices for targeting users and avoiding over-saturation

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The Retargeting Rules: 15 Tactics To Dominate Q4

  2. 2. #thinkppc Presenters • Andrew Mera – Account Lead at 3Q Digital – @AndrewMera • Eric Couch – Senior Account Manager, Education at Hanapin Marketing – @ecouch11
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your tweets. • Or use the webinar question box to send us questions.
  4. 4. #thinkppc Live Poll Question #1 How long have you been in PPC? A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  5. 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
  6. 6. #thinkppc Tactic #1: Know Retargeting Importance
  7. 7. #thinkppc Tactic #2: Optimize for ROI Utilize all sizes Clear conversion path Extend list duration Geo targeting expansion CPC Compelling ads Capture full conversion value Optimize ad copy/bids for subsets CVR
  8. 8. #thinkppc Tactic #3: Maximize Retargeting By Layering AdWords Lists Google Analytics Dynamic Remarketing Regular Display Targeting
  9. 9. #thinkppc Tactic #4: What type of click are you? Same list can different behavior in different parts of the account Brand Visitors and Converters 22.78$ Brand Total 13.38$ Non-Brand Visitors and Converters 62.06$ Non-Brand Total 100.04$ Informational ? Navigational ? Transactional
  10. 10. #thinkppc Tactic #5: RLSA Performance Visiting the site alone is a powerful qualifier. Scale is significantly lower
  11. 11. #thinkppc Tactic #5: Expand Search Remarketing •Combine Dynamic Search Ads and Broad with RLSA for scale + relevancy •Competitor terms •Open up match types to grab that extra volume Action Item! Make sure that your RLSA campaign is not a mirror of your regular search campaigns
  12. 12. #thinkppc Tactic #6: Remarketing for Dynamic Search Ads • Did you know: you can also apply the principles of an RLSA campaign to Dynamic Search Ads? • Gives you the benefits of RLSA, combined with the power of dynamically-generated product ads!
  13. 13. #thinkppc Tactic #6: Remarketing for Dynamic Search Ads
  14. 14. #thinkppc Tactic #6: Remarketing for Dynamic Search Ads • Make a DSA campaign as you would normally. • Add your remarketing audience (either in “All campaigns”, or via the AdWords editor) • Select “Bid & Target”- this makes sure you’re only targeting previous site visitors.
  15. 15. #thinkppc Tactic #7: Modify Your Bids for Content Within one ad group you set: • Remarketing: Target and bid • Topics: Bid only Target and bid Your ads are eligible to show to every user in your list Bid only Adjust your bids up or down depending on the content of the webpage Remarketing Topics+25%
  16. 16. #thinkppc Tactic #8: Use GDN to Farm User Information Behavioral Thematic Action Item! Superimpose additional “bid only” Targeting in your Remarketing Display
  17. 17. #thinkppc Tactic #9: Conversion Time Tag Revenue Increases with Time Cookie Window? Seasonality and Promotions Action Item! Know your Average Click to Conversion Numbers
  18. 18. #thinkppc Tactic #9: Conversions & Consumer Behavior Shallow Heavy
  19. 19. #thinkppc Tactic #10: AdWords vs. Analytics Lists • AdWords Remarketing Lists have come a long way! – Remember the bad old days? – Page-specific lists, etc.
  20. 20. #thinkppc Tactic #10: AdWords vs. Analytics Lists
  21. 21. #thinkppc Tactic #10: AdWords vs. Analytics Lists • But Analytics still has an edge… – Can segment users by pages visited. – Can segment users by conversion goal (i.e. did they engage with the site for longer than “X” seconds? Or view a product video?). – Can segment users by unique custom segments using Analytics metrics/dimensions.
  22. 22. #thinkppc Tactic #10: Analytics vs. AdWords Lists
  23. 23. #thinkppc Tactic #10: Timing vs. Engagement 0 to 3 Days 4 to 7 Days 8 to 14 Days 14 to 30 Days Visitors 5 4 3 2 Category page 6 5 4 3 Product Page 7 6 5 4 Shopping Cart 8 7 6 5 Action Item! Create lists and combine lists to reflect your funnel
  24. 24. #thinkppc Live Poll Question #3 What is your preferred retargeting platform? #thinkppc a) FBX b) RTB c) RLSA d) Other
  25. 25. #thinkppc Tactic #11: Frequency Capping
  26. 26. #thinkppc Tactic #11: Frequency Capping
  27. 27. #thinkppc Tactic #11: Frequency Capping
  28. 28. #thinkppc Tactic #12: Landing Pages • Are you sending your visitors back to the same landing page? – If so, why? They’ve already been there! • Try a different page, or a page with altered content. – They’ve already done their research on what the product is. Focus on selling it!
  29. 29. #thinkppc Tactic #12: Landing Pages
  30. 30. #thinkppc Tactic #12: Be Exclusive • Who you exclude can be just as important as who you include. – Targeting “All Visitors” versus “All Non-Converting Visitors” – Targeting “All Video Viewers” versus “All Video Viewers who Liked the Video” • i.e. Don’t pay to advertise to people who hate you!
  31. 31. #thinkppc Tactic #13: Be Exclusive
  32. 32. #thinkppc Tactic #13: Be Exclusive
  33. 33. #thinkppc Tactic #13: Be Exclusive
  34. 34. #thinkppc Tactic #13: Be Exclusive
  35. 35. #thinkppc Tactic #14: YouTube Retargeting • Why should I give YouTube Retargeting a try? – Can utilize your existing video assets. – Interfaces with AdWords. – Safer than regular YouTube advertising. – Can play video ads across the web. – Can include a CTA overlay for direct response.
  36. 36. #thinkppc Tactic #14: YouTube Retargeting
  37. 37. #thinkppc Tactic #14: YouTube Retargeting
  38. 38. #thinkppc Tactic #14: YouTube Retargeting
  39. 39. #thinkppc Tactic #15: Other Platforms! • Twitter • Facebook • AdRoll • Retargeter • Criteo • Steelhouse • And more!
  40. 40. #thinkppc Tactic #15: Other Platforms!
  41. 41. #thinkppc Tactic #15: Other Platforms - Twitter • Why should I give Twitter Retargeting a try? – It’s more retargeting, first and foremost. – Allows for safe expansion in to a new platform. – Multiple ad formats • Promoted accounts • Promoted tweets, which retain full tweet functionality • Twitter cards – User base.
  42. 42. #thinkppc Tactic #15: Other Platforms - Twitter
  43. 43. #thinkppc Tactic #15: Other Platforms - Twitter • Promoted account retargeting:
  44. 44. #thinkppc Tactic #15: Other Platforms - Twitter • Promoted tweet retargeting:
  45. 45. #thinkppc Tactic #15: Other Platforms - Twitter
  46. 46. #thinkppc Tactic #15: Other Platforms - Facebook FBX • Dynamic creative? Yes. (Great for travel and eCommerce.) • Desktop-only inventory • Work with third party to implement Website Custom Audiences • Dynamic creative? No. • Can be seen on desktop and mobile Facebook offers two options to retarget people who have visited your website: • Implement directly through Facebook
  47. 47. #thinkppc Tactic #15: Other Platforms - Facebook FBX • Offline conversion tracking? No. • DSP segmenting and targeting; no ability to overlay Facebook targeting • RTB (real-time bidding) Website Custom Audiences • Offline conversion tracking? Yes. • Can overlay Facebook targeting Facebook retargeting comparison, continued: • oCPM bidding
  48. 48. #thinkppc Tactic #15: Other Platforms - Facebook Website Custom Audiences Best practices/use cases
  49. 49. #thinkppc Tactic #15: Other Platforms - Facebook 4 Holiday Strategies 1. Product-level retargeting: Re-engage website visitors based on the products, services, or destinations they last viewed. Create a new Custom Audience based on a segment of visitors who viewed a category of products. Re-engage visitors with tailored creative, incentives, or an offer.
  50. 50. #thinkppc Tactic #15: Other Platforms - Facebook 4 Holiday Strategies 2. Retarget Mobile App Users on Desktop: Find people in the research stage, and connect the dots to enable conversions on a more purchase- friendly device.
  51. 51. #thinkppc Tactic #15: Other Platforms - Facebook 4 Holiday Strategies 3. Retarget Website Visitors on Mobile: Create a Custom Audience of website visitors from desktop devices who have abandoned during the final stages of the shopping process. Retarget those users with geo-specific mobile campaigns. Use calls to action in your ads to drive users to a nearby retail location and purchase your products.
  52. 52. #thinkppc Tactic #15: Other Platforms - Facebook 4 Holiday Strategies 4. Cross-Sell/Upsell to Existing Customers: Create new segments based on converting visitors. Re-engage customers on Facebook with an offer for a complementary or adjacent product or bundle. Include loyalty incentives (coupons, etc.), and stretch those conversions well into Q1.
  53. 53. #thinkppc Tactic Recap! • Tactic #1: Know Retargeting Importance • Tactic #2: Optimize for ROI • Tactic #3: Maximize Retargeting By Layering • Tactic #4: Know what type of click you are • Tactic #5: RLSA Performance • Tactic #6: Remarketing for Dynamic Search Ads • Tactic #7: Modify Your Bids for Context • Tactic #8: Use GDN to Farm User • Tactic #9: Conversion Time Tag • Tactic #10: AdWords vs. Analytics Lists • Tactic #11: Frequency Capping • Tactic #12: Landing Pages • Tactic #13: Be Exclusive • Tactic #14: YouTube Retargeting • Tactic #15: Other Platforms
  54. 54. #thinkppc Live Poll Question #4 a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo) b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month) c.) No Thanks d.) Both Would you like help with your PPC accounts and management? I’m interested in:
  55. 55. #thinkppc Live Q&A Time!
  56. 56. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: 3Q Digital Feedback: