1. 3 Secrets to Successful Retargeting
Strategies for staying one step ahead of the rest
Dial: +1 (312) 878-0218
Access Code: 152-928-110
@webmarketing123
@bradleywjoe
#wm123

2. Housekeeping Items
 Are the slides available?
 Yes! Please email ppcanalysis@webmarketing123.com
 We want to hear from you!
 @webmarketing123
 #wm123
 facebook.com/webmarketing123
 Want to learn more?
 Contact us for a free site analysis. Details at end of
webinar.
#wm123
@bradleywjoe

3. Webinar Agenda
Retargeting 101
1 An introduction to retargeting
Audience Segmentation & Initial Campaign Setup
2 Define which site visitors will see your ads
Tailor and Personalize Your Offers and Ads
3 Provide powerful, relevant and directed incentive to increase conversions
Optimizations Tips
4 Best practices for continual campaign improvement
Key Takeaways
5 3 secrets to retargeting success
#wm123
@bradleywjoe

4. Webinar Agenda
Retargeting 101
1 An introduction to retargeting
Audience Segmentation & Initial Campaign Setup
2 Define which site visitors will see your ads
Tailor and Personalize Your Offers and Ads
3 Provide powerful, relevant and directed incentive to increase conversions
Optimizations Tips
4 Best practices for continual campaign improvement
Key Takeaways
5 3 secrets to retargeting success
#wm123
@bradleywjoe

5. 1 What is Retargeting?
Allows you to show ads to users who’ve previously visited your
website as they browse throughout the Web
Interest-based advertising
Retargeting:
1 Reach users who
previously visited
your web site
Interest category
2 marketing: Reach
users based on their
interests
#wm123
@bradleywjoe

6. 1 How Retargeting Works
Present special offers to give audience groups reason to engage
Users interested in our brand visit our site, browse
our content, and then leave
While browsing other sites, our ads appear,
building brand awareness. We drive these users
back to our site with promotional offers and
customized messaging.
#wm123
@bradleywjoe

7. 1 ReTARGETING or ReMARKETING?
Remarketing is Google’s name for retargeting.
• Google’s retargeting program is called Remarketing
• Available via the Adwords platform
• Allows you to target users on the Google Display Network
What it looks like: Where you’ll find it:
#wm123
@bradleywjoe

8. Webinar Agenda
Retargeting 101
1 An introduction to retargeting
Audience Segmentation & Initial Campaign Setup
2 Define which site visitors will see your ads
Tailor and Personalize Your Offers and Ads
3 Provide powerful, relevant and directed incentive to increase conversions
Optimizations Tips
4 Best practices for continual campaign improvement
Key Takeaways
5 3 secrets to retargeting success
#wm123
@bradleywjoe

9. 2 Setting Up Your Retargeting Campaigns
3 steps to getting your campaign up and running
#wm123
@bradleywjoe

10. 2 Audience Segmentation Strategy
Identify the different user groups you will target
People who visited certain
pages of your site
People who put items in
cart, but abandoned before
checking out
People who completed a
purchase
Tip 1: Creating a proper audience segmentation strategy is the
foundation for successful retargeting!
#wm123
@bradleywjoe

11. 2 Adding Retargeting Code to Your Site
Audience lists are segmented through pixels
• Begin with a granular approach
• Allows you to become more targeted in the overall campaign lifecycle
• Use different pixels for each audience segment
#wm123
@bradleywjoe

12. 2 Pixel Tagging Best Practices
Plan your strategy for your different audience lists
• Set up your tracking today – don’t wait!
• Pixel tagging needs to be set in place before ad launch
• Google requires you build up an audience of 500 users before launch
• You can combine users from all of your tags to build a single audience
#wm123
@bradleywjoe

13. 2 Combination (Combo) Audiences
Allows for further segmentation of audience lists
• Get creative with your audience lists
• All / None / Some options for combining lists together
• Don’t forget to pixel your “Thank You” page and use it as a negative list
• Consider targeting this audience with an upsell offer
#wm123
@bradleywjoe

14. 2 Membership Duration
Adjust cookies based on your business type and specific product
Tip 2: Capitalize on potential customer’s interests to better match the
buying cycle
• For B2C advertisers, a shorter
timeline is usually better
• 1-4 weeks
• For B2B advertisers, it may be
best to cookie for a longer period
• 1-6 months
#wm123
@bradleywjoe

15. 2 Membership Duration
Adjust cookies based on your business type and specific product
You can adjust cookie duration at any time, however…
• If a user is already cookied and
visits the site again, it resets their
“cookie clock” to Day 1
• If users are already cookied, they
will still remain in the audience for
the original period of time
#wm123
@bradleywjoe

16. 2 Frequency Capping
A must to implement to avoid turning away potential customers
• What It Is
• Restricts the number of times a specific visitor to a website is shown
your particular ad
• Set capping at the campaign level
• Set for Day / Week / Month
• By campaign / adgroup / ad
#wm123
@bradleywjoe

17. 2 Frequency Capping (cont.)
A must to implement to avoid turning away potential customers
• Why Use It
• Avoid banner burn out
• To maintain high response
rates
• Maintaining high click-through
rates (CTRs) which help reduce
your cost-per-click (CPC)
#wm123
@bradleywjoe

18. Webinar Agenda
Retargeting 101
1 An introduction to retargeting
Audience Segmentation & Initial Campaign Setup
2 Define which site visitors will see your ads
Tailor and Personalize Your Offers and Ads
3 Provide powerful, relevant and directed incentive to increase conversions
Optimizations Tips
4 Best practices for continual campaign improvement
Key Takeaways
5 3 secrets to retargeting success
#wm123
@bradleywjoe

19. 3 Getting Started with Your Creative
Test a mix of both banner and text ads
Text Ads Banner/Image Ads
Tip 3: Banner ads tend to work better than text ads for retargeting!
#wm123
@bradleywjoe

20. 3 Getting Started with Your Creative (cont.)
Start with the most common banner ad sizes
728 x 90
160 x 600
300 x 250
#wm123
@bradleywjoe

21. 3 Customize Your Ads to Your Particular Audience
Based on your pre-defined user lists, build out ads to serve each
different segment
A - Brand name/logo,
value proposition Home Page
- Relevant product lines
B viewed Category Pages
Specific Product
- Specific products
C viewed, special offers,
Page
incentives
Shopping
D - Promotional or limited time offers,
reminders, shipping discounts
Cart
- Upsell/cross-sell, Thank
E value club membership You Page
#wm123
@bradleywjoe

22. Webinar Agenda
Retargeting 101
1 An introduction to retargeting
Audience Segmentation & Initial Campaign Setup
2 Define which site visitors will see your ads
Tailor and Personalize Your Offers and Ads
3 Provide powerful, relevant and directed incentive to increase conversions
Optimizations Tips
4 Best practices for continual campaign improvement
Key Takeaways
5 3 secrets to retargeting success
#wm123
@bradleywjoe

23. 4 Start Early
Define your audience for seasonal or limited times
• Prepare early
• Pinpoint and build your audience ahead of time
• Plan enough time for your audience to scale appropriately by the time
you need to launch
#wm123
@bradleywjoe

24. 4 Adapt to User Behavior (cont.)
Segment your efforts by time
• Consider segmenting your audiences by time
• Day 1-7 segment
• Day 8-30 segment
• Ad frequency is set at the highest in first segment
• Ad frequency is reduced in the later segment
#wm123
@bradleywjoe

25. 4 Adapt to User Behavior (cont.)
Segment your efforts by time
• You may also want to delay showing ads for a certain amount of time
• 30 day free trial
• Want to send visitors a reminder
• Also consider queuing up segments with different ads to vary your
messaging
• Avoid banner burnout
• Semi-dynamic messaging
• Introduce element of time and urgency
#wm123
@bradleywjoe

26. 4 Retargeting Mistakes
Avoid these common mishaps that can harm your campaign
• Example of a Remarketing Mishap #1:
• You set duration to 180 Days and collect 500 users
• Then set duration to 7 Days
• Those original 500 users will keep seeing the ads for half a year!
• If you make such a mistake and need to stop serving ads, you
have to:
• End the campaign
• Build a new audience list
#wm123
@bradleywjoe

27. 4 Retargeting Mistakes
Avoid these common mishaps that can harm your campaign
• Example of a Remarketing Mishap #2:
• You launch without adding your TY page as a negative audience
• Results are good so you increase bids and serve even more ads
• Users convert, but continue to see your ads on the internet
• You cross over the line and turn from relevant to annoying!
• Your results also drop because you are marketing to the
wrong audience
• Again, if you make such a mistake you should:
• End the campaign
• Build a new audience list
#wm123
@bradleywjoe

28. Webinar Agenda
Retargeting 101
1 An introduction to retargeting
Audience Segmentation & Initial Campaign Setup
2 Define which site visitors will see your ads
Tailor and Personalize Your Offers and Ads
3 Provide powerful, relevant and directed incentive to increase conversions
Optimizations Tips
4 Best practices for continual campaign improvement
Key Takeaways
5 3 secrets to retargeting success
#wm123
@bradleywjoe

29. 5 Key Takeaways
• Identify and actively adhere to your core goals and traffic targets
• Personalize your offers to strike a cord with your audience, encouraging the
opportunity for successful conversion
• Strategize your ad creative to effectively impact your various audience
segments
• Optimize your remarketing timeline and structure a suitable cookie duration
#wm123
@bradleywjoe

30. Thank You!

31. Register for a Customized PPC Analysis Today!
PPC Ad Audit:
 Boost CTR & Quality Score: Are your ads as competitive as they could be? We use proven
techniques to increase the effectiveness of your ads.
 Speak to the Right Audience: You might be attracting the wrong audience and wasting
budget. Pre-qualify your audience and only spend money on qualified visitors.
 Google Ad-Extensions: Sitelinks, Extended Headlines, and more. Properly use Google’s new
ad formats and increase your CTR by as much as 30%!
PPC Campaign Tune-Up:
 Opportunity Analysis: You could be capturing additional revenue with just a few clicks of the
mouse. Our analysis reveals the hidden gems of opportunity that exist within your campaigns.
 Increase Your ROI: Nearly every PPC account has wasted ad spend. Our recommendations
eliminate waste immediately and focus your marketing dollars where it counts.
 Improve Campaign Structure: You can only go as far as your foundation. Are your
campaigns optimized to increase relevance, clarity, and effectiveness?
Type Your Interest into the Q&A Now
OR
Contact Us: ppcanalysis@webmarketing123.com
#wm123
@bradleywjoe