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Remarketing - Heaven or hell?

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Remarketing can be a great and ROI efficient strategy to increase your online profit. And at the same time, it can be also be a source of frustration for your targeted audience, if it's not done right. In this presentation, we will share some do's & don'ts, valuable insights & rock solid customer cases.

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Remarketing - Heaven or hell?

  1. 1. Remarketing: heaven or hell? By Sven De Meyere Wednesday, November 20, 2013
  2. 2. AGENDA What is remarketing? 4 ingredients for remarketing succes Typical remarketing flow 4 advanced remarketing tactics Reference Client Case
  3. 3. But not... Technical deepdive Detailed implementation walktrough
  4. 4. • The Reference What is remarketing?
  5. 5. What is remarketing? Remarketing is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion. Source: Wikipedia
  6. 6. What is remarketing? Remarketing can help you reach people who have previously visited your website as they visit other sites on the Google Display Network or search on Google. Using remarketing, you can show these customers messages tailored to them based on which sections of your site they visited. Source: Google
  7. 7. What is remarketing? Remarketing is getting back in touch with people who already know your brand, by showing messages that deliver added value. Source: Sven
  8. 8. What is remarketing? ! Remarketing is getting back in touch with people who already know your brand, by showing messages that deliver added value. Source: Sven
  9. 9. The Reference 4 ingredients for remarketing succes
  10. 10. 4 Ingredients for remarketing succes Segmentation + Timing + Context + Added value
  11. 11. Segmentation Non-interested visitors Bounced visits Interested visitors Viewed more than X pages Ready-to-buyers Visited shopping cart Buyers €€€
  12. 12. Segmentation Non-interested visitors Bounced visits Interested visitors Viewed more than X pages Ready-to-buyers Visited shopping cart Buyers €€€
  13. 13. 4 Ingredients for remarketing succes Segmentation + Timing + Context + Added value
  14. 14. The Reference
  15. 15. Timing For example • • • • Winter & summer holiday Winter & summer clothing Printers & cartridges Swimming pool & maintenance
  16. 16. Context
  17. 17. Context
  18. 18. Added value WIIFM? • • • • Reminder Opportunity Additional benefit Additional information
  19. 19. 4 Ingredients for remarketing succes Segmentation + Timing + Context + Added value
  20. 20. The Reference
  21. 21. The Reference How does it work?
  22. 22. Remarketing: visitor flow Visits site Cookie Leaves site Convert revisit Or not Or not Browsing Message Image Text
  23. 23. Different platforms & providers
  24. 24. Different platforms & providers Different reach & inventory Different tracking Different segmentation Different targeting Remarketing should be user driven, not technology driven
  25. 25. The Reference Advanced remarketing scenarios
  26. 26. 4 advanced remarketing tactics 1 2 3 4 Delayed Search Dynamic Facebook Start remarketing after a certain period Retarget users in Google Search Create dynamic ads with the products that users viewed Use custom audiences to retarget users
  27. 27. Delayed remarketing When timing is vital (ingredient 1) Done by using custom segmentation & cookie duration For example: • • Membership list 1: 30 days Membership list 2: 365 days Remarketing campaign targeting: • • Included in list 2 But not in list 1
  28. 28. Remarketing for Search Target users in Google Search Only when they’re searching for specifc keywords Opportunity for SMB’s Google Search Remarketing list Specific keywords
  29. 29. Dynamic remarketing Google Shopping + Adwords remarketing
  30. 30. Dynamic remarketing
  31. 31. Dynamic remarketing
  32. 32. Facebook remarketing Coming soon!
  33. 33. Facebook remarketing Target existing clients Not based on names?
  34. 34. Facebook remarketing
  35. 35. Client case: SEG
  36. 36. Client case: SEG
  37. 37. Client case: SEG
  38. 38. Client case: SEG
  39. 39. Client case: SEG School Overall CPL Remarketing CPL SEG 76 16 Ritz 48 41 SHMS 109 28 IHTTI 107 65 Culinary Arts 45 20 HIM 57 42
  40. 40. Client case: SEG Total leads 450 400 350 300 250 200 150 100 50 0 392 374 332 258 Leads Cost Per Lead (CHF) 140 120 100 80 60 40 20 0 115 77 61 49 CPL
  41. 41. Sven De Meyere @demeyeresven sdemeyere@reference.be

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