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Wicked Tuna Has Nothing on This Hook: Leveraging the Almighty Power of Remarketing
- 1. 1WordStream Confidential Wicked Tuna Has Nothing on This Hook: Leveraging the All-Mighty Power of Remarketing Copyright 2016 WordStream, Inc. All rights reserved. 3.17.16 #WordStreamLive
- 2. 2WordStream Confidential Meet Your Presenters #WordStreamLive Greg Herrmann Customer Success Rep, WordStream Lauren Sickel Customer Success Rep, WordStream
- 3. 3WordStream Confidential The Man Behind the Lure #WordStreamLive - Resident of Cambridge - Dave Matthews Band Nut: 41 Shows & Counting - Interests: Dave Matthews Band, New England Patriots, Screenwriting, Wrestling, & Food
- 6. 6WordStream Confidential Today’s Agenda • What is Remarketing & The Varieties of Remarketing • Why Remarket? • Display Remarketing & Big Tuna Tips • Walkthrough #WordStreamLive
- 8. 8WordStream Confidential Heading Out to Sea
- 11. 11WordStream Confidential Other Fish in the Sea
- 12. 12WordStream Confidential Remarketing Lists for Search Ads
- 13. 13WordStream Confidential RLSA = Create High Performing Search Ads
- 14. 14WordStream Confidential Customer Match ““…without a doubt, THE most exciting AdWords update in the history of the platform.” -Larry Kim
- 15. 15WordStream Confidential Why Would I Ever?
- 16. 16WordStream Confidential Internet Users 90% Google Display Network 10% Lost At Sea Google Display Network = Biggest Reach#1
- 17. 17WordStream Confidential #2 Remarketing Clicks are Wicked Cheap AVERAGE $1.68 $0.70
- 18. 18WordStream Confidential Conversion Rates Are Close or Better Than Search#3
- 19. 19WordStream Confidential Incredibly Powerful for Branding #WordStreamLive #4
- 25. 25WordStream Confidential The Big Tuna
- 27. 27WordStream Confidential PRO TIP #1 Set Your Membership Duration to 3x Your Average Sales Cycle
- 29. 29WordStream Confidential 1. Head to Tools in Adwords. 2. View Conversions Attributions > Time Lag. 3. Determine the time frame in which 95% of your conversions occur. This should be your new Membership Duration. 90 Day Duration!
- 30. 30WordStream Confidential Set your Impression Caps to Unlimited PRO TIP #2
- 33. 33WordStream Confidential Daily Impression Cap Average # of Impressions Delivered 2 1.21 3 1.54 4 1.75 5 1.87 6 2.07 7 2.12 8 2.14 Unlimited 3.71 Ads are almost never served to their full impression cap!
Editor's Notes
- GREG Hello, all and welcome to today’s presentation entitled, _____. I was going to try and make this presentation as authentic as possible and provide you with an embellished Boston accent, but I’ll spare you all my Mark Whalberg impression and instead introduce my colleague Lauren…
- Greg
- GREG Although I don’t have as much experience as Lauren, much of my training came from her and the other various heads of thought leadership at WordStream. I’m blessed to have learned from the best. I have a full portfolio of clients, with 130 clients and counting. Speaking of things I have a strong passion for…I have been to 41 Dave Matthews Band shows over the past 14 years. My first show was in July of 2002 and this year I’ll celebrate the band’s 25th anniversary by going to a show in June. So naturally my interests do vary beyond Dave Matthews Band. I’m a huge Patriots fan. I’ve written my own screenplay and would like to write some more. I’ve given in to an old guilty pleasure and have been watching wrestling. Oh, and food, yeah, I love food!
- Hi Everyone I’m Lauren, and I’m going on two years here at WordStream. A couple of fun facts about me is that I was a 4 year collegiate field hockey player at Providence College and then like most of you I ran my own small business for 5 years. FH CLUB I have 2 little girls Riley and Harper – they keep me very busy! And my last fun fact is that I love being on the water on any type of floatation device
- LAUREN Before we dive into today’s agenda, why did we name our presentation “Wicked Tuna Has Nothing on this Hook”. If you don’t know Wicked Tuna is a reality show, based locally out of Gloucester, a fishing town north of Boston. The show follows local fishermen as they brave the tough North Atlantic in search of tuna and some serious ROI. Today we’ll be using Wicked Tuna as our fictional fishing charter company who are getting ready to roll up their sleeves and go remarketing!
- LAUREN Our agenda is as follows…
- And like the fisherman we are heading out into the deep waters of the Display Network throwing nets and fishing lines into the web in hopes that we can hook some wicked tuna and reel them into a lead or sale… This was actually my first time deep sea fishing in the Atlantic and I ended up being the only one to go home empty handed – thankfully I am a lot better on the Display network than I am with a fishing rod!
- GREG If you are in today’s session we assume that you already know what remarketing is but just in case here is a brief run down on how it works:
- Remarketing lets you reconnect with people who have visited your site by allowing you to show them relevant ads when they browse websites and use mobile apps within the Google Display Network or as they search on Google.
- GREG In this example we are visiting one of WordStream’s blog posts on Most Expensive Keywords. After viewing the site we are added to a visitor list that’s been created by WordStream’s marketing team to target users that have viewed that specific blog post. This allows them to remarket keyword specific ad images and text to us on other websites we visit.
- LAUREN Now before we give go into detail of what you should do with your display remarketing campaigns; I wanted to touch quickly on some other forms of remarketing in the worldwide web.
- Customer Match gives advertisers the ability to create and target (or exclude) their very own user lists simply by uploading prospects’ email addresses. They can then apply these lists to Search, Gmail or YouTube campaigns and create customized experiences based on the users’ attributes/stages in the purchase journey. Why AdWords Customer Match is So Exciting This not only allows advertisers to target prospects more efficiently, it also represents a fundamental shift in how AdWords is evolving to meet the needs of advertisers in today’s marketplace. I’ve talked a lot about “identity-based” marketing in the past, and this just goes to show how seriously Google is taking targeting options.
- GREG Remarketing sounds great, but the guys over at Wicked Tuna are still not sure if they want to get into the remarketing game… Here are our top 3 reasons you need to be remarketing!
- Let’s get down to the bare facts. Google Display Network reaches 90%, yes you read that correctly, 90% of Internet users worldwide. 65% of that group they reach every single day. Think about that. That’s a darn lot of impressions that you could be getting involved in (more than 1 trillion impressions!!) If you want to catch a ton of fish you need to go where they are
- GREG Search ads in super-competitive industries can cost several dollars or more per click – and that’s just the average (with some keywords costing more like $50 per click). Display and social remarketing ad clicks by contrast might cost anywhere from 2-100x less. Again, here’s some example data from WordStream customers: In short, you’ll probably see higher conversion rates with search ads vs. display remarketing, but the cost per click will also be higher. If the higher conversion rate is offset by higher click prices, it’s possible that display remarketing could deliver higher ROI
- Obviously search ads have the highest conversion rates due to the high commercial intent inherent in someone executing a keyword search. Remarketing converts so well because past browsing history is an incredibly powerful predictive signal for future commerce activities. You’re often targeting the same people who were searching for stuff on Google – just targeting them at a slightly later time. As you can see by this WordStream customer data there are even industries with a higher conversion rate on the Display Network
- GREG Display remarketing is a fantastic way to build your brand because there’s so much more creative magic you can infuse into an image ad that will make your customers love and remember you. Did you see that big ugly thing follow us around the presentation? Does anyone know what the picture was of? Any striking colors? Can you tell me what he was wearing? I’m talking about this blue fish with a superhero cape on. I thought he was the best image art to exemplify our Wicked Tuna business partners up in Gloucester.
- GREG
- I personally fell for this, and was happy with the results. OK, I’ll admit it. Growing up I was a huge wrestling fan. I watched (at the time) the WWF (now WWE) and focused a lot of my time talking about wrestling, playing video games, and pretend fighting with my friends. It got so serious that I eventually took up amateur wrestling from middle school through high school. I was a fool. I stopped watching once I got to college and hadn’t looked back. Fast forward to just a few years ago and I began to immerse myself in that culture again.
- GREG So I thought to myself, man, how cool would it be to have a wrestling mask and go to a show again? A wrestling mask is a coveted piece of ring attire primarily used in lucha libre, the term used for wrestling in Mexico. I looked up masks online, specifically a website based out of El Salvador (elucha.com) and found some really cool offers. But I tensed up and realized this was a stupid investment. I could be saving toward fixing my car or something. Yet, this one website did their job and you’ll see why. More on this later…
- GREG Sorry Lauren I hate to intervene, but your talk on remarketing lists within the search network triggered another memory. Again, even I am not prone to avoiding remarketing lists. Our friends at elucha.com kept poking me with an advertisement and specifically they kept showing me an advertisement with the exact mask that I added to my shopping cart on my last visit. I was curious how much it would cost to have a shop in El Salvador mail to the United States. At this time though, I thought to myself, damn, how is a little shop in El Salvador hitting my chords so perfectly?!
- GREG OK, I’m sorry. I can’t hold it back anymore. All this talk about duration periods is all to relatable. A few months ago a friend sent me a link to an article about a specific wrestler causing some beef with another wrestler backstage. Can you guess what was on that page?...yup, you guessed it, my future purchase. I felt like I saw the advertisement every other day or so, but within about 20 days of visiting the website, I pulled the trigger. Anything is possible folks. I’m also set for my Halloween costume for the next five years or so…or at least until I find a new mask.
- LAUREN Now that the Wicked Tuna guys are fired up to start remarketing here are a couple of Pro Tips to remarket like a boss
- We know that everyone’s time frames are dependent on what they are selling, but this standard will ensure that you are capturing any lagging leads that could result in conversions
- Most people > Woah I don’t want to stalk my customers or come off as creepy
- LAUREN
- LAUREN And don’t worry your impression cap isn’t even close to the amount of times your ad actually shows!
- Now that the Wicked Tuna guys are fired up to start remarketing here are a couple of Pro Tips to remarket like a boss
- LAUREN
- LAUREN