The document discusses how to use remarketing tactics to retain customers. It recommends building audiences from website visitors and previous customers using tools like Google Adwords and Analytics. Remarketing lists can be used to re-engage abandoned cart visitors or those who visited product pages but didn't convert. Proper remarketing involves testing relevant ad formats and strategies, such as bidding more for lists with higher conversion rates. While remarketing can boost brands and conversions over time, frequent ad displays should be limited to avoid annoyance.

1. Saija Mahon
Mahon Digital
How to use re-marketing tactics to
activate and enhance client retention
@saijamahon
http://www.slideshare.net/saijamahon

2. Why Retain Customers?
On average, loyal
customers are worth
up to 10 times as much
as their first purchase –
Marketing Tech Blog
@saijamahon @mahondigital

3. Why Retain Customers?
It can cost 5 times
more to acquire new
customers than to keep
current ones
– The National Law Review
@saijamahon @mahondigital

4. How to use Remarketing?
@saijamahon @mahondigital

5. How to use Remarketing?
Engage audiences by displaying
ads based on actions tracked by:
Adwords
Analytics
Facebook
LinkedIn
Twitter
@saijamahon @mahondigital

6. How to use Remarketing?
Utilise remarketing list strategies:
 Reach all your website visitors
 Showcase product/service categories
 Appeal to visitors who didn’t convert
 Re-engage visitors who abandoned
shopping carts
 Upsell, cross-sell
@saijamahon @mahondigital

7. How to use Remarketing?
Build an audience from email addresses
of previous customers / newsletter
subscribers /blog subscribers and use
with ads served by:
Adwords
Facebook
LinkedIn
@saijamahon @mahondigital

8. How to use Remarketing?
To supplement mailouts:
UK SME averages for email in 2016
Open rates – 24.79%
Click-through rates – 4.19%
- SignUpTo.com
@saijamahon @mahondigital

9. How to use Remarketing?
Build audiences by implementing
remarketing pixel/code on your website
to track website visitors and use with ads
served by:
Adwords
Facebook
LinkedIn
@saijamahon @mahondigital

10. How to use Remarketing?
Analytics allows you to create
audiences based on purchases of
particular products or product
categories.
Tailor your ad strategy based on
customer behaviour.
@saijamahon @mahondigital

11. How to use Remarketing?
@saijamahon @mahondigital

12. How to use Remarketing?
Utilise ad strategies:
 Relevant ads/landing pages
 Compelling call to actions
 Utilise as many ad sizes and
formats as possible (and test!)
@saijamahon @mahondigital

13. How to use Remarketing?
Utilise bid strategies:
 Bid more on lists that are
converting most
 Use manual and automated bid
strategies to boost conversion
rates
@saijamahon @mahondigital

14. Remarketing Gotchas
@saijamahon @mahondigital

15. Limit The Frequency
@saijamahon @mahondigital

16. Limit The Frequency
@saijamahon @mahondigital

17. Limit The Frequency
@saijamahon @mahondigital
Limit Adwords ad
impressions to certain
site placements, or to
on-topic pages across
the Google Display
Network

18. In summary
@saijamahon @mahondigital
Utilise remarketing to:
Build your Brand
Drive conversion rates up over time
Drive cheaper traffic to your site
Great CRO tool

19. THANK YOU
@saijamahon @mahondigital