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@dfwsem @hoffman8 #StateOfSearch
Keys to Successful
Remarketing
Amy Bishop | Clix
@dfwsem @hoffman8 #StateOfSearch
That One Slide
• PPC Manager 6+ years
• Travel Enthusiast
• Loves cat memes. Okay, any memes.
• Twitter: @Hoffman8
@dfwsem @hoffman8 #StateOfSearch
4 Keys to Successful Remarketing
• The Why
• The Who
• The How
• Putting It All Together
Practical
Strategies
for Selling
Tickets in a
Social
World
The Why
@dfwsem @hoffman8 #StateOfSearch
What’s The Goal?
• Keeping Consumers Engaged Throughout A Long
Buying Cycle
• Net New Sales/Leads
• Bringing Back Previous Buyers
• Prospecting (lookalikes)
• Announcing New Products
• Re-engaging Consumers
@dfwsem @hoffman8 #StateOfSearch
“Because Remarketing?”
@dfwsem @hoffman8 #StateOfSearch
“Because Remarketing?”
Not a Goal!
@dfwsem @hoffman8 #StateOfSearch
Find Middle Ground with Consumers
• What Problem Will You Solve?
• What Do You Have That They Need or Want?
• Why Should They Choose You?
The Answers To These Questions Will Help You Target Your
Campaigns & Deliver Helpful Content.
Practical
Strategies
for Selling
Tickets in a
Social
World
The Who
@dfwsem @hoffman8 #StateOfSearch
Your audience is a pool of
*individuals*
@dfwsem @hoffman8 #StateOfSearch
Out With the Old!
• Remarketing everyone
that hits the home
page
• Using the same ads and
same landing pages for
every visitor
@dfwsem @hoffman8 #StateOfSearch
Remarketing Lists Should Be Informed
• Consider the information you can garner from:
• Pages visited
• Source/Medium/Campaign Information
• Actions that taken on site (events, goals, conversions)
• Location
• Demographics
@dfwsem @hoffman8 #StateOfSearch
Example Lists
• People that have logged into a loyalty UI
• Completed a Micro-Conversion
• Visited a Page That Speaks to Their Needs (Product, Industry)
• Remarketing Lists for Channels that Don’t Offer Remarketing
• Hyper-Local Lists
• Layering Lists For Specificity
@dfwsem @hoffman8 #StateOfSearch
Wait What Did You Say About
Channels That Don’t Offer
Remarketing?
Using Google Analytics Lists You can
Retarget Sources like LinkedIn that
don’t offer Remarketing.
Tag campaigns with utms & use that
to segment audiences.
@dfwsem @hoffman8 #StateOfSearch
Custom Audiences
• Build audiences based upon email lists and any information attached to the email.
• Lists Could Be Comprised of:
• Reminders for Seasonal Businesses
• Recurring Needs
• Leads that haven’t closed
• Loyalists
• Demographics
@dfwsem @hoffman8 #StateOfSearch
Performance Lift
Not surprisingly, segmented lists tend to perform much better than sitewide remarketing.
@dfwsem @hoffman8 #StateOfSearch
But What About the People That Don’t
Fit Into a Tightly Segmented List?
Key Takeaway: Target as narrowly as possible without leaving money on the table.
@dfwsem @hoffman8 #StateOfSearch
Tips For Your Catch-All Campaign
1. Use a separate campaign so that you can control budget
individually
2. Exclude lists that are utilized in other remarketing campaigns
3. If your catch-all list is significantly bigger than the
culmination of your other lists, you should be doing more
on-site to improve segmentation
@dfwsem @hoffman8 #StateOfSearch
Your Primary Conversion is Your #1 Goal but
If You Can’t Get That, Get *Something* That
Will Help You Plan Your Next Move.
@dfwsem @hoffman8 #StateOfSearch
Not Everyone is Going to
Buy…. No Matter How Many
Times You Remarket Them
Little known fact:
@dfwsem @hoffman8 #StateOfSearch
The Secret Remarketing Guru
@dfwsem @hoffman8 #StateOfSearch
Know When to Hold ‘Em
• Build Audiences Deliberately
• Create a User Experience that
Facilitates Learning
• Use Your Data to Segment and Layer
Lists
@dfwsem @hoffman8 #StateOfSearch
Know When to Fold ‘Em
Build audiences with the
sole purpose of exclusion.
Example: create lists based upon time on
site, etc. in Google Analytics
@dfwsem @hoffman8 #StateOfSearch
Previous Purchasers Shouldn’t
Always Be Excluded!
• Sell Add-Ons or Upsell
• Promote Sales
• Bring In-Store, When Nearby
• Promote Product Announcements/Releases
• Promote Seasonal Products or Recurring Needs
Practical
Strategies
for Selling
Tickets in a
Social
World
The How
@dfwsem @hoffman8 #StateOfSearch
Remarketing Channels
• Display Remarketing
• Dynamic Remarketing
• Remarketing Lists for Search Ads (RLSA)
• Remarketing Lists for Shopping (RPLA)
• Remarketing for Dynamic Search Ads (RDSA)
• Social Remarketing
@dfwsem @hoffman8 #StateOfSearch
PAGE 27
@dfwsem @hoffman8 #StateOfSearch
@dfwsem @hoffman8 #StateOfSearch
Display & Dynamic Remarketing
• Great for providing a visual
reminder
• Can generate a lot of impressions
• More of a Push mechanism than
most other remarketing options
• Can be used to generate
awareness
@dfwsem @hoffman8 #StateOfSearch
Remarketing Lists for Search Ads
• Bid up valuable lists within search campaigns
• Exclude lists from non-RLSA
• Typically lower CPCs & CPAs than non-RLSA campaigns
A Stealthy Way To Keep Yourself Top of Mind.
@dfwsem @hoffman8 #StateOfSearch
Remarketing Lists for Shopping Ads
• Similar to RLSA except for Shopping
• Noted a 50% Decrease in CPA compared to the
same products in the regular campaign
• Can be a great way to leverage loyalist & previous
purchaser lists.
@dfwsem @hoffman8 #StateOfSearch
Remarketing for Dynamic Search Ads
RDSA is great for query mining… with a safety.
@dfwsem @hoffman8 #StateOfSearch
Social Remarketing
• Another Push Channel
• Great for Mobile Reach
• A Lot of Different Ad Formats
• Also Great for Prospecting: Social Engagement Can
Help Provide Trust & Expand Reach & Lookalike
Audiences
@dfwsem @hoffman8 #StateOfSearch
PAGE 34
An eMarketer Study found that 66% of People Will
Research a Brand After Hearing About it via Social Media
& 35% Will Go On to Make a Purchase.
http://www.emarketer.com/Article/Social-Promoters-Power-Brand-Engagement/1012758
Practical
Strategies
for Selling
Tickets in a
Social
World
Implementation
@dfwsem @hoffman8 #StateOfSearch
Albert Einstein’s Remarketing
Insight
@dfwsem @hoffman8 #StateOfSearch
The Experience
Customize Ads and Landing Pages Based Upon the
Information You’ve Used to Create Lists
The more you know the better you can deliver.
@dfwsem @hoffman8 #StateOfSearch
Remarketing Ads Should Be Helpful
Said No One Ever.
@dfwsem @hoffman8 #StateOfSearch
Align Messaging With Consumer
Needs/Interests
• Product or Category they Viewed
• Seasonal Promotion, Product, Service or Event
• New Products
• Accessories to Things They’ve Purchased
• Sale or Promotion
@dfwsem @hoffman8 #StateOfSearch
Example:
• Client Services a Broad Range of People/Roles
• Determined That Performance is Stronger Ads Align
With Role
• Build Lists Based Upon Role & Deliver Ads & Landing
Pages That Align With The Lists
Client Found The CPA to Be As Much as 75% Lower When
Ads & Landing Pages Were Specific To Consumers
@dfwsem @hoffman8 #StateOfSearch
No Promo? No Problem!
Highlight your understanding of their needs + your
value:
• # of Happy Customers, Years in Business
• Ratings
• Ease and Convenience
• Warranty/Return Policy
@dfwsem @hoffman8 #StateOfSearch
Using Remarketing to Guide
Consumers Down The Funnel
• Build Out Your Funnel In a Series of Micro-
Conversions
• Add and Exclude Users to Lists As They Complete
Micro-Conversions
Note: Works Best With Long Sales Cycle and High
Margin Products. Must Keep An Eye on ROAS.
@dfwsem @hoffman8 #StateOfSearch
@dfwsem @hoffman8 #StateOfSearch
Get Real Weird With It
(but like.. In a good way.)
Practical
Strategies
for Selling
Tickets in a
Social
World
The 4 Keys To Successful Remarketing
@dfwsem @hoffman8 #StateOfSearch
Be as Specific As Possible
@dfwsem @hoffman8 #StateOfSearch
Know Who to Remarket and Who to Let Go.
@dfwsem @hoffman8 #StateOfSearch
Choose The Right Channel For Your Goals. Or Use them All!
@dfwsem @hoffman8 #StateOfSearch
Customize The Experience When Possible.
@dfwsem @hoffman8 #StateOfSearch
PAGE 50
@dfwsem @hoffman8 #StateOfSearch
OUR CONTACT
INFO
CLIX Marketing
217 La Grange Rd
Pewee Valley, KY
40056
Tel :
502.442.2776
Fax :
502.805.0643
Web:
clixmarketing.c
om
51
@clixmarketing
@hoffman8
Facebook.com/clix-marketing
amy@clixmarketin
g.com

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