Remarketing with Google Analytics - SES London 2013

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Presentation from SES London 2013

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  • Image credit - http://www.istockphoto.com/stock-photo-1376675-my-privacy-02.php?st=15a4339
  • Image credit - http://www.istockphoto.com/stock-photo-16696389-flat-line-alert-on-heart-monitor.php?st=282f069
  • Image credit - http://www.istockphoto.com/stock-photo-5641082-write-right-here.php?st=d8abee4
  • Image credit - http://www.istockphoto.com/stock-photo-21184088-production-line.php?st=d32f211
  • http://www.istockphoto.com/stock-photo-2755371-baby-expressions.php?st=16c0af9
  • Remarketing with Google Analytics - SES London 2013

    1. 1. Winning PPC Tactics PPC Remarketing with Google Samantha Noble Koozai Marketing Director London| 18–21 February
    2. 2. London| 18–21 February 2013 | #SESLON What You Will Learn How to kick start your remarketing How to build targeted lists and audiences How to optimise your campaigns @koozai_sam
    3. 3. PLUS 1 Dashboard 5 Lists & Strategies 16 Takeaway Tips
    4. 4. London| 18–21 February 2013 | #SESLON Did You Know?
    5. 5. London| 18–21 February 2013 | #SESLON 20% OF ADWORDS TRAFFIC IS VIA GOOGLE DISPLAY NETWORK (Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
    6. 6. London| 18–21 February 2013 | #SESLON Why Advertise Like This? @koozai_sam
    7. 7. London| 18–21 February 2013 | #SESLON When You Can Advertise Like This? @koozai_sam
    8. 8. London| 18–21 February 2013 | #SESLON Did You Know?
    9. 9. London| 18–21 February 2013 | #SESLON RETARGETED CUSTOMERS ARE 70% MORE LIKELY TO COMPLETE A PURCHASE (Source: http://www.criteo.com/)
    10. 10. London| 18–21 February 2013 | #SESLON
    11. 11. Implementing Remarketing
    12. 12. London| 18–21 February 2013 | #SESLON Why Analytics Over AdWords Code? @koozai_sam
    13. 13. London| 18–21 February 2013 | #SESLON The Code @koozai_sam
    14. 14. London| 18–21 February 2013 | #SESLON Updating With Ease
    15. 15. London| 18–21 February 2013 | #SESLON @koozai_sam
    16. 16. London| 18–21 February 2013 | #SESLON Drops in recorded GA traffic Some sites up to 50% drop http://kooz.ai/analytics-traffic-drops GA code blocked by ad blocking software Drops vary across industries @koozai_sam
    17. 17. Audiences & Goals
    18. 18. London| 18–21 February 2013 | #SESLON Campaign Goals 1. 2. 3. 4. 5. 6. Brand Engagement Brand Awareness Visitor Nurturing Cross Sell & Upsell Customer Engagement Offer Promotion @koozai_sam
    19. 19. London| 18–21 February 2013 | #SESLON The Pre-Defined Lists All Visitors Specific Page Specific Section Goal Completions @koozai_sam
    20. 20. London| 18–21 February 2013 | #SESLON Custom Built List Examples Location Specific Medium Operating System Traffic Source Visit Duration Revenue Generated
    21. 21. London| 18–21 February 2013 | #SESLON Combination List Examples Viewed Product > Did Not Convert Started Checkout > Left the Site Added Product to Basket > Left the Checkout Viewed Blog > Did Not View Service Page @koozai_sam Best practice: Build combination lists in AdWords using Analytics lists
    22. 22. Optimisation Tips
    23. 23. London| 18–21 February 2013 | #SESLON The Process Decide on Goal Build Targeted Audiences Create Quality Ads On-going Refinement Monitor and Optimise Start Campaigns @koozai_sam
    24. 24. London| 18–21 February 2013 | #SESLON Top Optimisation Tips
    25. 25. London| 18–21 February 2013 | #SESLON Top Optimisation Tips
    26. 26. 5 Lists & Strategies
    27. 27. London| 18–21 February 2013 | #SESLON Visit Duration > 10 Minutes  Visitor Nurturing Campaign  Enticing visitors back into your site  Ad reinforces the brand and an offer  Example - SEOmoz @koozai_sam
    28. 28. London| 18–21 February 2013 | #SESLON Visit Duration > 10 Minutes @koozai_sam
    29. 29. London| 18–21 February 2013 | #SESLON Left Basket 10+ Days Ago  Customer Offer Campaign  Pre-qualified visitors, interested in purchasing – entice with an offer  Point to dedicated landing page  Example – ASDA, Butlins, Radisson Blu Hotel @koozai_sam
    30. 30. London| 18–21 February 2013 | #SESLON Left Basket 10+ Days Ago
    31. 31. London| 18–21 February 2013 | #SESLON Product & Basket Viewed  Subliminal Message Campaign  Highlight specific products or services viewed  Example – Amazon @koozai_sam
    32. 32. London| 18–21 February 2013 | #SESLON Product & Basket Viewed
    33. 33. London| 18–21 February 2013 | #SESLON Page Viewed for 2+ Minutes  Product or Service Promotion Campaign  For pages engaged with for more than two minutes  Example – Booking.com @koozai_sam
    34. 34. London| 18–21 February 2013 | #SESLON Page Viewed for 2+ Minutes @koozai_sam
    35. 35. London| 18–21 February 2013 | #SESLON Converted 50 Days Ago  Cross Sell or Upsell Campaign  After a visitor has converted, entice them back to the site to purchase again  Example – Late Rooms @koozai_sam
    36. 36. London| 18–21 February 2013 | #SESLON Converted 50 Days Ago
    37. 37. Remarketing Dashboard
    38. 38. London| 18–21 February 2013 | #SESLON Remarketing Dashboard
    39. 39. 16 Final Tips
    40. 40. London| 18–21 February 2013 | #SESLON Only run one piece of code, preferably Analytics Update Privacy Policy to include cookies Select the right profile, one that excludes internal Get a naming strategy in place, once set you can’t change Set membership duration at 540 days Get at least 100 people in the list before you start Custom combinations to be created in AdWords Entice visitors back with offers @koozai_sam
    41. 41. London| 18–21 February 2013 | #SESLON Create separate campaigns per target audience/ad Expect to see a low CTR but high Conversion Rate Send ads to dedicated and well optimised landing pages Continuously refine sites showing your ads Update the Frequency Capping in AdWords Think about running specific adverts for mobile users Watch any traffic drops if using default GA code Get the code added to your site today! @koozai_sam
    42. 42. London| 18–21 February 2013 | #SESLON Who Does Google Think I Who Does Google Think You Are? Am? http://www.google.com/ads/preferences/ @koozai_sam
    43. 43. London| 18–21 February 2013 | #SESLON QUESTIONS? @Koozai_Sam sam.noble@koozai.com 0845 453 1234
    44. 44. London| 18–21 February 2013 | #SESLON Image Credits  Slide 15 - http://www.istockphoto.com/stock-photo1376675-my-privacy-02.php?st=15a4339  Slide 16 - http://www.istockphoto.com/stock-photo16696389-flat-line-alert-on-heart-monitor.php?st=282f069  Slide 18 - http://www.istockphoto.com/stock-photo5641082-write-right-here.php?st=d8abee4  Slide 23 - http://www.istockphoto.com/stock-photo21184088-production-line.php?st=d32f211  Slide 42 - http://www.istockphoto.com/stock-photo2755371-baby-expressions.php?st=16c0af9 @koozai_sam

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