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Google Analytics ReTargeting         GAR       Advanced AdWords Tactics     Google Analytics ReTargeting     for the Googl...
Presentation FlowA. Why retargeting?B. Why GAR versus pixel based retargeting?C. The four basic steps to GAR  1. Blue-Prin...
Why Retargeting?                  Non-Brand                   Keyword                     3rd Party                       ...
Why Upgrade To GAR?      Stupid retargeting is bad, and smart retargeting is good. A      smart marketer would use the rec...
Why is GAR smarter?            GAR provides hyper-targeting of messaging as            prospects move through the customer...
How To Take Action1. Blue-Print: Funnels, goals, and                                         Blue-print   the customer jo...
Pre-Plan: Segmentation & Goals• Classic Rules of Segmentation:   – Big & Attractive?   – Isolate with unique messaging?   ...
Corel.com B2C Goals & Basic Funnels  CorelDRAW                 PaintShop                                    WordPerfect   ...
Audience Pools                       Audience_Name                                         Description                   B...
Lists & Combinations                                                                            M age                     ...
Final Set Up in AdWordsSet up Campaigns &AdGroups in AdWordsand target audienceswith creative, frequencysettings, and bids...
Thank YouDerek Tucker – Digital Marketing Strategist•   Global Marketing Manager at Corel•   Previously with Futureshop.ca...
Ottawa Search & Digital Marketing Meetup - Derek Tucker Presentation - March 5 2013
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Ottawa Search & Digital Marketing Meetup - Derek Tucker Presentation - March 5 2013

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Derek Tucker's presentation from the Ottawa Search & Digital Marketing Meetup of March 3, 2013

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Ottawa Search & Digital Marketing Meetup - Derek Tucker Presentation - March 5 2013

  1. 1. Google Analytics ReTargeting GAR Advanced AdWords Tactics Google Analytics ReTargeting for the Google Display Network
  2. 2. Presentation FlowA. Why retargeting?B. Why GAR versus pixel based retargeting?C. The four basic steps to GAR 1. Blue-Printing 2. Lists 3. Combinations > Audience pools 4. AdWords set upD. Discussion Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 3
  3. 3. Why Retargeting? Non-Brand Keyword 3rd Party Banners Search SEO ReTargeting Banners Attention Interest Desire Action Loyalty Amplify eMail *Social Media Affiliate Brand Keyword Search In-Prod- Mkting Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 4
  4. 4. Why Upgrade To GAR? Stupid retargeting is bad, and smart retargeting is good. A smart marketer would use the recency and frequency capping that is available in every retargeting solution. The other tactic is to understand consumer behavior. - Avinash Kaushik Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 5
  5. 5. Why is GAR smarter? GAR provides hyper-targeting of messaging as prospects move through the customer journey Pixel based retargeting tells you where someone has been. GAR layers on behavioural targeting like: • Times visited, time spent on site, number of pages visited etc… • Where did they come from? Plus, you can: • Easily combine in complex ways • Easily segment by time (Change messaging or frequency) Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 6
  6. 6. How To Take Action1. Blue-Print: Funnels, goals, and Blue-print the customer journey2. Lists: Create lists in Google Buy the wood Analytics*3. Audiences: Create AdWords Frame the house Combinations/audiences4. AdWords Campaigns: Set up AdWords Campaigns with Finish the house creative, frequencies, and bids* Google AdWords account must be linked to GA account Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 7
  7. 7. Pre-Plan: Segmentation & Goals• Classic Rules of Segmentation: – Big & Attractive? – Isolate with unique messaging? – React to different messaging?• Digital Marketing Segmentation: – Isolate if you suspect ROI will vary and you might want to adjust bids – Isolate so you can vary frequency over time Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 8
  8. 8. Corel.com B2C Goals & Basic Funnels CorelDRAW PaintShop WordPerfect VideoStudio Corel.com Then consider behaviour & time factors Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 9
  9. 9. Audience Pools Audience_Name Description Banner approaches and tests GA_PP_MultipleVisits_0to15days Page retargeting - +2 GA_PP_MultipleVisits_16to45days visits GA_PP_MultipleVisits_46to180days 0-15 & 16-45& 46-180: GA_PP_SingleVisit_DurationOver20Sec_0to15days Page retargeting - 1 visit - 5x Accolade w/ Free Trial GA_PP_SingleVisit_DurationOver20Sec_16to45days of >25 sec - 5x Accolade w/ BN GA_PP_SingleVisit_DurationOver20Sec_46to180days GA_PP_SingleVisit_zeroDurationset_0to7days Page retargeting - 1 visit GA_PP_SingleVisit_zeroDurationset_8to90days and bounce Trialers - Downloaded 0-15 & 16-30: GA_Trialer_ActiveTrialPeriod_0to15days - 3x Accolades w/ BN from 0-15 days - 3x Tutorials w/ BN (To custom LP) Trialers - Downloaded - 3x Feature/Benefit w/ BN GA_Trialer_ActiveTrialPeriod_16to30days from 16-30 days 35-45: 10% off lowest price Trialers - Downloaded 46-180: GA_Trialer_TrialPeriodEnded_35to45days from 35-45 days - 3x Accolades w/ BN Trialers - Downloaded - 3x Tutorials w/ BN (To custom LP) GA_Trialer_TrialPeriodEnded_46to180days - 3x Feature/Benefit w/ BN from 46-180 days Abandoned cart 0-7 days GA_Cart_Abandon_0to7days ago X% off lowest price offer Abandoned cart 8-15 GA_Cart_Abandon_8to15days days ago GA_CompletedOrder_0to15days - 2x Painter lite OC Page - SKU includes GA_CompletedOrder_16to30days - Book "XXXX" GA_CompletedOrder_31to90days - Training video Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 10
  10. 10. Lists & Combinations M age Tri Page s P rC ge Or Cart e id ow ec it ag 80 65 firm isit W c 5 0 5 5 0 dro S Vis de Pa 0-7 a 5s 0-1 0-3 0-3 0-4 0-9 iO alp ind ct 0-1 0-3 1V An du on >1 >2 ProGA_PP_MultipleVisits_0to15days Y X X X Y YGA_PP_MultipleVisits_16to45days Y X X X X Y YGA_PP_MultipleVisits_46to180days Y X X X X Y YGA_PP_SingleVisit_DurationOver25Sec_0to15days Y X X X Y Y X Y YGA_PP_SingleVisit_DurationOver25Sec_16to45days Y X X X X Y X Y YGA_PP_SingleVisit_DurationOver25Sec_46to180days Y X X X X Y X Y YGA_PP_SingleVisit_zeroDurationset_0to7days Y X X X Y X YGA_PP_SingleVisit_zeroDurationset_8to90days Y X X X X Y X YGA_Trialer_ActiveTrialPeriod_0to15days Y X X YGA_Trialer_ActiveTrialPeriod_16to30days Y X X X YGA_Trialer_TrialPeriodEnded_35to45days Y X X X YGA_Trialer_TrialPeriodEnded_46to180days Y X X X YGA_Cart_Abandon_0to7days Y X YGA_Cart_Abandon_8to15days Y X X YGA_CompletedOrder_0to15days Y YGA_CompletedOrder_16to30days Y X YGA_CompletedOrder_31to90days Y X X Y Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 11
  11. 11. Final Set Up in AdWordsSet up Campaigns &AdGroups in AdWordsand target audienceswith creative, frequencysettings, and bids justlike pixel basedretargeting Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 12
  12. 12. Thank YouDerek Tucker – Digital Marketing Strategist• Global Marketing Manager at Corel• Previously with Futureshop.ca & BestBuyCanada.ca• ca.linkedin.com/in/derektucker111/ Special thanks to Helen & Les Faber Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 13

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