Download - Degordian Academy - Remarketing
Degordian AcademyRemarketingby Petra Milin, Traffic Manager & Ivo Novak, Traffic Manager
17.06.2014.
Content
1. What is remarketing? Why we use it? 2. Visitor segmentation3. Setting up Remarketing and Remarketing lists options
a) Google AdWords b) YouTube Remarketing c) Facebook Remarketing
4. Few examples
What is Remarketing?
• Remarketing enables you to serve ads only to specific people who visited your website
Tina visits www.example.hr
Tina leaves www.example.hr and
continues to surf
Tina sees an ad for www.example.hr on
Fb/Yt/Webu
Tina clicks ad and comes back www.example.hr
Why Remarketing?
Visitor of our website Targeting potential visitors while they surf
Targeting potential visitors using
Remarketing campaign
Visitor segmentation
• What are your website visitor’s intentions?• How visitor’s intentions affect fulfilling of business model of client?
• For good visitor segmentation we have to define:• How they behave• Conversion value
More website content More visitors Easier segmentation
Visitor segmentation
Cosmetics webshop• Assumption: Those visitors won’t buy• Conversion probability: Low
Visitor segmentation
• Assumption: Paid service will be used for one year
• Conversion probability: Low
Visitor segmentation
• Assumption: Visitor did market research, ready to buy
• Conversion probability: Very high
Visitor segmentation
• Assumption: Visitor did very detailed research, he is almost buying
• Conversion probability: High
Visitor segmentation
• What visitors prefer:
Brand or price?
Visitor segmentation
• Assumption: Research for offline purchase• Conversion probability: Low
Why visitor segmentation?
Custom made ad messages
• Example: A new brand of natural cosmetics in the market. We create copy in phases for segmented visitors:
1. Phase: Targeting young businesswomen‘We offer natural cosmetics, new to the market.'
2. Phase: Remarketing for visitor of face products category ‘Nutrient cosmetics for the face, 100% natural ingredients’3. Phase: Remarketing customers call-to-action for a new purchase
‘Your favorite cosmetics for special price’
Google AdWords Remarketing
1. setting Options: AdWords remarketing tag
• Placed throughout the website• Remarketing lists are created based on
the URLs of websites• „Remembers" visitors form last 30 days
so we can create a new list, which will already contain visitors for our website
• Duration of cookies - how long we want to keep visitors on the list
Google AdWords Remarketing
2. setting option: Google Analytics
• The code is set throughout the whole website
• Greater number of selection criteria to create remarketing lists other than just using URL of the web or filled conversions
• Combination of all criteria
Google AdWords Remarketing
Some of the segmenting criteria in Analytics
• Demographics: age, sex, country ...• Technology: operating system, browser, resolution ...• Visitor behavior: duration of the visit, the number of completed
transactions ...• By date of first visit: a certain period, after some date ...• Traffic Sources: Google, newsletter, Facebook, direct, keyword ...• Using funnel as a criterion
Facebook Remarketing
• The newest type of custom audiences
• It allows us to make a custom audience of visitors of web or mobile applications
• Piece of code on a web page• Segmenting only by URL• Before this Facebook remarketing
was available only through a variety of tool that were charged (Ad Roll, Perfect Audience)
YouTube Remarketing
• To setup, it is required to connect your AdWords account with YouTube account
• YouTube remarketing list options :• Any interaction (like, dislike, share, comment)• Viewed YT video• Subscription or canceled subscriptions on YT channel• Viewed TrueView In-stream ad•Visiting YT channel customer
• Can include users from the last 30 days• They can be used in classic AdWords campaigns that accounts (not and
vice versa)
Example – Google AdWords
Example – Facebook
Example – Facebook
www.degordian.com | www.facebook.com/degordian | www.twitter.com/degordian | linkedin: http://bit.ly/degordian
Thank you
Petra Milin I Ivo NovakTRAFFIC MANAGER I TRAFFIC MANAGER