How Google Remarketing Works & Intermediate Remarketing List Strategies

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Catalyst Canada

Learn how Google Remarketing works and see some intermediate list building strategies for Google Remarketing.

GDN Remarketing
How It Works + Intermediate List
Strategies

Google Remarketing

Website

YouTube

Google+

Creating a Remarketing List
Step 1

Step 2

Two Steps to Remarketing Success
Step 1

Step 2

Capture close prospects &
valuable visitors

Find new visitors similar to your
existing customers

Low

Remarketing List Value

High

Conversion Rate

Similar Audiences
&
In-Market Segments

Remarketing:
Search
Landing Page

Remarketing:
Abandoned
Cart

Better

Remarketing:
Homepage

Remarketing:
Product Page

Cost Per Conversion (CPA)

Worse

Step 1

CAPTURE CLOSE PROSPECTS
AND VALUABLE VISITORS

Smarter Segmentation

Homepage

T-Shirt

My Cart

Payment

Confirmation

“Come Back”

“See Latest”

“Today Only”

“30% Off”

“Refer a Friend”

$2.00

$3.00

$5.00

$8.00

$5.00

By tagging your entire site, you can reach very specific
groups of users with highly targeted creative and bids

Step 2

FIND NEW VISITORS SIMILAR TO
YOUR EXISTING CUSTOMERS

Grow Your List Intelligently
Seed Remarketing List

Similar Audience
Based on Segmented Converter List

Ongoing

OPTIMIZING REMARKETING
LISTS FOR SUCCESS

Your Lists Are Your Filters
(So don’t limit them)

Reach 100% Share Of Users

0%

Share of Users

100%

Unleash Your List’s Potential
Accelerated Serving
Frequency Cap: Big or Off
All Ad Sizes + Text Ads
Country & Language Restrictions
100% Share of Users

Leverage Your Google Reps
VFS Report
• Shows quality of
similar audience
lists
• The better the
score, the more
viable the similar
audience list

Share of Users Report
• Identify where you
are losing users
• Helps to maximize
SOU

Advanced List Strategy
Cart
Abandoners

1 day

3 days

Product Viewers

14 days

30 days

Stage 2

High Value
Products

Multiple
Products

Viewed
Last 24h

Stage 3

Converters

Contextual
Targeting

Similar
Audiences

Stage 1

7 days

12h

6h

In-Market
Segment

4h

Dynamic Remarketing
Save 30% on
KENNETH
COLE

Shop

See Dynamic Ad
Requires Merchant Centre

Visit Product Page

The world of remarketing is forever changing and with so many new features being released, it isn’t always easy to stay ahead of the game. Remarketing used in the right way can yield fantastic results for any business. In this presentation, I am going to look into some of the features you may or may not be using. Some of the key lessons include: · Best practices for implementing the code · Creating targeted lists using demographics and conditions · Smart Lists and who should be using them · Optimising tips and techniques for better converting campaigns · Remarketing Lists for Search Ads · Real life example targeting strategies

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How Google Remarketing Works & Intermediate Remarketing List Strategies

1. GDN Remarketing How It Works + Intermediate List Strategies

2. How Remarketing Works

3. Google Remarketing Website YouTube Google+

4. Creating a Remarketing List Step 1 Step 2

5. Creating a Remarketing List Step 3

6. Two Steps to Remarketing Success Step 1 Step 2 Capture close prospects & valuable visitors Find new visitors similar to your existing customers

7. Low Remarketing List Value High Conversion Rate Similar Audiences & In-Market Segments Remarketing: Search Landing Page Remarketing: Abandoned Cart Better Remarketing: Homepage Remarketing: Product Page Cost Per Conversion (CPA) Worse

8. Step 1 CAPTURE CLOSE PROSPECTS AND VALUABLE VISITORS

9. Smarter Segmentation Homepage T-Shirt My Cart Payment Confirmation “Come Back” “See Latest” “Today Only” “30% Off” “Refer a Friend” $2.00 $3.00 $5.00 $8.00 $5.00 By tagging your entire site, you can reach very specific groups of users with highly targeted creative and bids

10. Step 2 FIND NEW VISITORS SIMILAR TO YOUR EXISTING CUSTOMERS

11. Grow Your List Intelligently Seed Remarketing List Similar Audience Based on Segmented Converter List

12. Ongoing OPTIMIZING REMARKETING LISTS FOR SUCCESS

13. Your Lists Are Your Filters (So don’t limit them)

14. Reach 100% Share Of Users 0% Share of Users 100%

15. Unleash Your List’s Potential Accelerated Serving Frequency Cap: Big or Off All Ad Sizes + Text Ads Country & Language Restrictions 100% Share of Users

16. Leverage Your Google Reps VFS Report • Shows quality of similar audience lists • The better the score, the more viable the similar audience list Share of Users Report • Identify where you are losing users • Helps to maximize SOU

17. Advanced List Strategy Cart Abandoners 1 day 3 days Product Viewers 14 days 30 days Stage 2 High Value Products Multiple Products Viewed Last 24h Stage 3 Converters Contextual Targeting Similar Audiences Stage 1 7 days 12h 6h In-Market Segment 4h

18. Dynamic Remarketing Save 30% on KENNETH COLE Shop See Dynamic Ad Requires Merchant Centre Visit Product Page

19. FIN

Editor's Notes

Analytics remarketing vs. pixel
Live demo
URL visited = xReferred url = xMembership Duration = xCustom Combos

How Google Remarketing Works & Intermediate Remarketing List Strategies

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