google adwords remarketing 101

Winning Back Lost Customers

ReMarketing with Google AdWords

Our Niche

Google AdWords

SEO

TAILORED CONTENT

WEBSITE Primary

CASE STUDIES

WHITE PAPERSBROCHURES

SERVICE DESCRIPTIONS

VIDEOCONTENT

SOCIAL MEDIA

DATABASE(S)

Full Marketing Strategy

ON-LINE inbound

OFF-LINE outbound

DIRECT MAIL

ADVERTISING

EXHIBITIONS

REFERRALS

NETWORKING

TESTIMONIALS

Visibility 24/7

EMAIL CAMPAIGNS

Existing Customers New Customers

Google’s mission is to organize the world’s information and make it universally accessible and useful.

UK Population 2014

84% have a mobile phone

70% are online

£728.9 million spent online each week

Online Shopping in 2014

Online Takeover

5% Search

We’re browsing for 95% of time we spent online

Source: OPA and Nielsen Online, Internet Activity Index (IAI), Aug 2010

95% Browsing the Web

Time spent online

But one visit is typically not enough

96%

70%

1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010

Abandon shopping baskets without purchasing1

Leave a website without converting1

49% Typically visit 2-4 sites before purchasing2

2 Source: Google/Compete Sporting Goods Study: (Sep 2011-Sep 2012) Clickstream BF02 (number of different brands visited)

Remarketing brings them back

YOUR SITE

YOUR REMARKETING ADS

97%

You’ve already paid for media to bring them to your site. Remarketing enables you to close the loop on the conversion

process.

Time is of the Essence

Source: Google 2011

HOURS

CTR (%)

Conversion rate (%)

Click and conversion potential is most concentrated within the first few hours of a

person leaving your site and then being shown a remarketing ad.

What matters is how quickly you can reach them.

How Google Advertising Worksa quick guide

Search Ads

Display Ads

ACME CommunicationsFree first month of cable.Sign up for installation now!www.acmeco.com

How Search Ads Worka quick guide

Search Term

How Search Ads Worksa quick guide

1. Keywords – Matched to Search Term

Campaign

Budget

Location

AdGroups

Family

Senior

Fly-Drive

Keywords

Travel Holiday Vacation Flights

- Russia


Search Term Scored Against AdCopy & Webpage

Relevance


AdRank Calculation

£Bid + Relevance = AdRank


1

2

3

4

5

6

7

8

Organic Results

Paid Ads

AdRank Calculation

How Google Advertising Worksa quick guide

Search Ads

Display Ads

ACME CommunicationsFree first month of cable.Sign up for installation now!www.acmeco.com

How Display Ads Worka quick guide

Display Ad

Display Ad

How Display Adsa quick guide

Targeting

Placement - List of Websites, areas within a site

Contextual - List of keywords found on the page

Demographic - User Profile, Age, Sex, Location

How Display Ads Worka quick guide

Customer Demographic

Keywords in Context

Selected Placement Websites

Ad Group

History of Relevance

+ £Bid =+

Remarketing

Remain engaged with your Target Audience

96%

70% Abandon shopping baskets without purchasing

Leave a website without converting

49% Typically visit 2-4 sites before purchasing

Technically What is Required

A single tag on all of your pages - A short piece of HTML inside the /Body Tag.

How Does It Work

Not all search queries have equal value

Has been to your website

“lease BMW convertible” “lease BMW convertible” “lease BMW convertible”“lease BMW convertible”

Repeat visitors

Conversion rate from search campaigns

Never been to site Previous visitors

0.04

12%

12%Additional lift from Remarketing campaign

• Previous site visitors convert at a rate 3 times higher*

* Illustrative example

Previous visitorsNever been to site

Bring an audience dimension to your search campaigns

Segment past site visitors

Optimise ad text, bids and keywords to those segments

Convert these site visitors as they’re searching for your product or brand on Google

Webpages for Remarketing

Valuable ContentWhite papersCase StudiesGuidelines Checklists

Add to my basket Order

Confirmation

Contact us Thank You

Core Pages Home Page Individual Products

Interest Pages BlogAbout Us

Check Stock in your Area

Find your Local Store

Multiple List Campaigns


My basket Add to my

basket Order

Confirmation






Cross Selling Campaigns


Add to my basket Order

Confirmation






Remarketing Campaigns

Search CampaignsWiden the pool of KeywordsInvest more in winning existing customersCraft Ads and Landing Pages of Greater Relevence

Display Campaigns Ads for relevant contentAds that relate to their interests

ReMarketing Search Ads

1. Keywords – Matched to Search Term

Remarketing Campaign

Budget

AdGroups

Known Customer List

Keywords

Travel Holiday Vacation Flights

- Russia

ReMarketing Display Adsa quick guide

Customer Demographic

Keywords in Context

Selected Placement Websites

Ad Group

Known Customer List

+ £Bid =+

Virgin Experience Days

Watchfinder

Watchfinder 1,300% ROI