Lance Wilson from Cabela's discusses how remarketing lists helped increase their click-through rates on Google Display Network ads. He showed how creating separate remarketing lists for people who visited pages about fishing, hunting, camping, etc. and targeting them with relevant ads increased CTRs, with fishing ads achieving an 88% increase. Remarketing lists can be built based on user behavior like page visits, beginning checkout, or abandoning a cart. Similar audiences then finds new potential customers to similar to existing remarketing list members to expand reach.

1. The ORIGINAL
Search Marketing Event
#SESDenver
Follow. Reach. Convert.
Lance Wilson
Cabela’s
Paid Search Program Manager

2. @twitterhandle
#SESDenver
@crestonwave

3. @twitterhandle
#SESDenver
@crestonwave
• Kept track of customers on file cards in a shoe box
• Fly customers then received mini flyers of an ever
expanding list of outdoor products other than flies

4. @twitterhandle
#SESDenver
@crestonwave
Remarketing Lists
Fishing ListHunting List
Camping List

5. @twitterhandle
#SESDenver
@crestonwave
What If….?
Bid
Modifier
Bid
Modifier

6. @twitterhandle
#SESDenver
@crestonwave
Or…..

7. @twitterhandle
#SESDenver
@crestonwave
User List Campaign Name Impressions Clicks Delta CTR
Fishing Fishing 5,273 257 88%
Hunting General Camping 2,068 97 108%
Hunting General Fly Fishing General 1,786 144 127%
Clothing General Fly Fishing General 1,722 145 150%
Clothing General Fishing Jigs 1,667 37 13%
Fishing Fishing General 1,557 103 100%
Clothing General Fishing Reels 1,535 63 60%
Clothing General Fishing General 1,510 96 83%
Hunting General Fishing Tackle 1,401 78 133%
Hunting General Boating Trolling 1,373 44 29%
Get Results Without Testing

8. @twitterhandle
#SESDenver
@crestonwave
RLSA
Hunting List Camping Campaigns
50% Bid Modifier

9. @twitterhandle
#SESDenver
@crestonwave
Remarketing Lists on GDN
Site
Visit
• Someone visits your site
• Cookie placed
Leaves
Site
• Receives your ad while browsing elsewhere
Clicks
or Sees
ad
• Sees relevant ad
• Clicks or awareness created

10. @twitterhandle
#SESDenver
@crestonwave
Remarketing Lists on GDN

11. @twitterhandle
#SESDenver
@crestonwave
List Creation
 Visited a Certain Page
(category, product, promotion, etc)
 Visited Multiple Pages – Hunting and Camping page
(must use custom combination for RLSA)
 Began Checkout
 Abandoned Shopping Cart

12. @twitterhandle
#SESDenver
@crestonwave
• “Rods”
• “Coleman”
• “Hunting”
• “Ship_to_Method”
• “Receipt”
• “/checkout”
URL Contains or Does not Contain

13. @twitterhandle
#SESDenver
@crestonwave
Remarketing Lists
Hunting List

14. @twitterhandle
#SESDenver
@crestonwave
Remarketing Lists
Abandoned Shopping Carts Fall Sale

15. @twitterhandle
#SESDenver
@crestonwaveRemarketing Lists
Women’s Clothing Women’s Anthem

16. @twitterhandle
#SESDenver
@crestonwave
YouTube Channel Remarketing
• YouTube and AdWords account must be linked
• Must be in Video Campaigns to create remarketing
list

17. @twitterhandle
#SESDenver
@crestonwave
YouTube Channel Remarketing

18. @twitterhandle
#SESDenver
@crestonwave
Similar Audiences
 Browsing activity last 30 days on GDN
 Automatically finds new potential customers
 Creates list of similar potential customers using your remarketing list

19. @twitterhandle
#SESDenver
@crestonwave
Similar Audiences
 Use Similar Audience list just as you would a
remarketing list
 Remarketing list must already be in account
 Look to increase your reach and awareness, but
still stay within your mix of customers
 Increase the size of your remarketing lists

20. @twitterhandle
#SESDenver
@crestonwave
=
Converters
Similar Audiences
Similar to Converters
Increased Reach and
Awareness

21. @twitterhandle
#SESDenver
@crestonwave
Extras
 Similar Audiences for Display Only
 Remarketing for Shopping Campaigns
 Google Dynamic Remarketing
 Google is only network that allows dynamic remarketing for
text ads

22. @twitterhandle
#SESDenver
@crestonwave
Charlie and The Chocolate Factory