My slides from the recently held Pubcon 2016 in Las Vegas.

1. #pubcon
Remarketing
Presented by: Jim Banks
Director of Paid Media
Groove - @gotgroove
http://www.gotgroove.com

2. #pubcon
What Am I Covering…
• The Different Types Of Remarketing Available
• Best Use Of Each Type
• How To Setup Dynamic Remarketing
• How Not To Be A Creepy Remarketer

3. #pubcon
Types Of Remarketing
• Bid Only
• Target & Bid
• Dynamic
• Bing/Facebook/3rd
Party (Criteo, Perfect Audience,
Adroll)
• Negative

4. #pubcon
Bid Only
• Keyword Based
• Modify Bid Based On List
• Positive or Negative
• Easiest To Setup
• Easiest To Screw Up

5. #pubcon
Bid Only – Best Practise

6. #pubcon
Bid Only – Best Practise
• 30 Day List (Shorter if your sales cycle is shorter)
• Negative Past Purchasers (30 Days) - Bonus Points If
You Upload Your Customer List
• Don’t Make Too Many Audiences
– All Users – 30 Days, Past Buyers – 30 Days, Abandoned Cart
• RLSA

7. #pubcon

8. #pubcon

9. #pubcon
Target & Bid
• Change Message Based On Previous Interaction
– Existing vs. New
– More Broad Keyword with Target Restrictions
– Different Creative
– More Difficult To Setup
– Often Setup By Mistake

10. #pubcon
Target & Bid – Best Practise
• Separate Campaign
• Lots of Ad Groups With Different Configuration
– Topic, Affinity, Gender, Age, Keyword
• Think Very Broad Keywords
• Proportionately More Time To Setup So Plan For That
• GDN

11. #pubcon
Dynamic
• Lots Of Moving Parts
– Merchant Center Feed
– Shopping Cart Configuration Anomalies

12. #pubcon

13. #pubcon

14. #pubcon
Dynamic – Best Practise
• High Quality Images
• White Background
• Include ALL products – even if you exclude in Google
Shopping
• Setup Image, Text and Native separately (unless
time-strapped)

15. #pubcon
Bing/Facebook/3rd
Party
• Bing has less traffic but easy to configure
• Facebook – Most Interesting If Configured Correctly
• Conversion Events (Standard)
• Custom Conversions
• Use 3rd
parties If Unable To Allocate Resource

16. #pubcon

17. #pubcon
Bing/Facebook/3rd
Party – Best Practise
• Invest Time In Facebook Pixel Setup
• Why?

18. #pubcon
Facebook Analytics For Apps (and Pixels)
• https://analytics.facebook.com/blog/announcing-cross-platform-analytics/
• 441 Likes On Post

19. #pubcon

20. #pubcon
Thanks
Contact : jim@groovecommerce.com
@jimbanks
http://gotgroove.com