SlideShare a Scribd company logo
#thinkppc
How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
HOSTED BY:HOSTED BY:
&
Your Remarketing Hit List:
10 Tips Worth Repeating
#thinkppc
Presenters
• Cassie Oumedian
– Senior Account Manager at Hanapin Marketing
– Blogger at PPC Hero
– @cass_oumedian
• Jay Stampfl
– Senior Client Services Manager at 3Q Digital
– Star of recent SMX Retargeting Panel
– @jaystampfl
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.
#thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
#thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.
#thinkppc
Top 10 Remarketing Tips
1. Funnel Segmentation
2. Creative Differences
3. Frequency Capping
4. Google Analytics Rich Data Lists
5. RLSA
6. Dynamic Remarketing
7. Youtube Retargeting
8. Display layer
9. Determine True Value of Remarketing
10. Retargeting Beyond Google
#thinkppc
Why Do Retargeting
#thinkppc
Know Your Funnel
Place Tags RIGHT AWAY!
Do the research and understand your sales funnel
What is the click to conversion cookie window?
Are different parts of the funnel are more valuable?
#thinkppc
GA Funnel Drill Down
#thinkppc
Segment By Membership Duration
*Tip: Create multiple lists with several membership durations
right ASAP. i.e 1, 7, 14, 30, 60, 90+.
#thinkppc
Funnel Segmentation – Case Study
Conversion rate 125% higher at 30 Days vs. 90 day segment.
Make bid optimizations based on membership segmentation
#thinkppc
AdWords Remarketing Lists
#thinkppc
Creative Differences
Use Data From Sales Funnel to Drive Creative
Promotional Ads - Shorter Membership Duration Lists
• Limited Time Only!
• Sale ends Tomorrow!
Use both Text and Image ads –
• Text Ads higher CVR
• Image Ads Higher CTR
#thinkppc
Get Creative With Creatives
AdWords Display Ad Builder
#thinkppc
Frequency Capping
#thinkppc
Frequency Capping
#thinkppc
Frequency Capping
#thinkppc
Rich Data Google Analytics Lists
High Revenue Purchasers
Medium – i.e. Organic or Paid
Page Views & Goals
Browser & Screen Resolution
#thinkppc
Rich Data Google Analytics Lists
#thinkppc
Live Poll Question #3
#3 – Where do you stand on retargeting?
#thinkppc
a) I’ve yet to really dive in
b) I’ve tried it out, but I need work on best practices
c) I’ve seen it work and would like to use in on other channels
#thinkppc
RLSA Performance
•Visiting the site alone is a powerful qualifier.
•Scale is significantly lower
#thinkppc
Expand Search Remarketing
•Combine Dynamic Search
Ads and Broad with RLSA for
scale + relevancy
•Competitor terms
•Open up match types to
grab that extra volume
Action Item!
Make sure that your RLSA
campaign is not a mirror of your
regular search campaigns
#thinkppc
What type of click are you?
• Same list can different behavior in different parts of
the account
Brand Visitors and Converters 22.78$
Brand Total 13.38$
Non-Brand Visitors and Converters 62.06$
Non-Brand Total 100.04$
Informational ? Navigational ? Transactional
#thinkppc
Maximize Retargeting By Layering:
GDN and Remarketing Layering
AdWords Lists
Google
Analytics
Dynamic
Remarketing
Regular
Display
Targeting
#thinkppc
List Demographics
#thinkppc
Within one ad group you set:
• Remarketing: Target and bid
• Topics: Bid only
Target and bid
Your ads are
eligible to show to
every user in your
list
Bid only
Adjust your bids up
or down depending
on the content of
the webpage
Modify Your Bids for Context
Remarketing Topics+25%
#thinkppc
Use GDN to Farm User Information
Behavioral Thematic
Action Item!
Superimpose additional “bid
only” Targeting in your
Remarketing Display
#thinkppc
•Requires merchant feed
• Creative Management
•Use an offer
Dynamic Remarketing
#thinkppc
Dynamic Remarketing - Ads
Select how many
products you want
viewed
Auto optimize
Not a very close
relationship between
the targets and the
ads shown.
#thinkppc
Dynamic Remarketing - Advanced
Recommended product IDs
Product Category
Product Value
Product Quantity
Visitor's Age
Visitor's Gender
Visitor has an account
Customer Quality Score
Visitor Repeat Purchaser
Visitor Loyalty Score
Visitor High Spender Score
#thinkppc
YouTube Remarketing
Dual Targeting methods
• Can target lists already created in YouTube
• Create a new GDN list based on viewing a video
31
#thinkppc
YouTube Remarketing
32
Take your existing adwords lists and
show visits to push people down the
funnel
Native integration make this transition
super easy
#thinkppc
Upper Resolution Caps
Action Item!
Gauge Impact of High
segmentation
#thinkppc
What do we gain?
Use the Bucket segment to create an arbitrary
Control Bid
14 % more conversions
4k more cost
Scale vs. Efficiency
#thinkppc
Remarketing Efficacy
$162,416 v.
$214,603
$48,725 v.
$64,381
$29,251 v.
$34,408
+$5,158
Higher Bids on
RLSA Works!
Revenue
After Product Margins
True Profit
RLSA Value over Reg.
Action Item!
Find true value
of Remarketing
#thinkppc
Retargeting Beyond Google
Twitter Promoted Tweets
Facebook Exchange
AdRoll
Criteo
Retargeter
AdBlade
#thinkppc
Live Poll Question #4
a.) FREE Account Assessment from Hanapin
(for accounts spending more than 20K/mo)
b.) FREE “Mini-Audit" and analysis of
AdWords account health from 3Q Digital (for accounts
spending more than $50K/month)
c.) No Thanks
d.) Both
Would you like help with your PPC accounts
and management? I’m interested in:
#thinkppc
Live Q&A Time!
#thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
3Q Digital Feedback: hillary@3qdigital.com

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