Google Remarketing Tips For Better Retargeting

Lisa Raehsler SEM Strategy Consultant, Big Click Co. @LisaRocksSEM

6/07/2011

Agenda

•  About Me •  Retargeting: What/How •  Set-Up Considerations •  List & Targeting Strategies •  Optimizations •  Performance Example •  Takeaways •  Q & A

@LisaRocksSEM  

About Me

• Pay-­‐per-­‐click  management,  specializing  in  

– Ecommerce    

– Retarge;ng  

• Managed  over  40  PPC  accounts  at  agencies  and  client  side  

• Co-­‐founder  MnSEM,  Ac;ve  volunteer  MIMA  4+  yrs  

• Recent  column:  Don't  Ignore  the  Nega.ve,  ClickZ:  hIp://j.mp/mqCjzl    

• Training  June  29th:  hIp://demandquest.com/courses/search-­‐analy;cs-­‐op;miza;on-­‐and-­‐success-­‐strategies/  

 

@LisaRocksSEM  

Retargeting

•  Reconnect  with  consumers  that  have  previously  been  to  your  site  

•  Redirects  prospects  back  

•  Keeps  your  site  or  product  top  of  mind  

•  Mul;-­‐touches  

•  Known  to  be  more  effec.ve  than  typical  display  due  to  more  qualified  audience  

@LisaRocksSEM  

How It Works

Small  piece  of  code  placed  on  adver;ser’s  site    

Sets  a  "cookie"  in  the  user's  browser  

Cookie  iden;fies  user  and  instructs  the  ad  network  to  save  website  visitors  to  a  retarge;ng  list  

@LisaRocksSEM  

Critical Set-Up Considerations

 •  Google  Display  network,  accepts    

•  image  ads  •  text  ad    •  video  

•  Create  mul;ple  crea;ve  versions  of  all  sizes  to  maximize  reach.    

@LisaRocksSEM  

Critical Set-Up Considerations

•  Adjust  the  membership  dura;on:  number  of  days  the  cookie  stays  in  the  users  browser  

•  Be  sure  this  correlates  with  the  sales  cycle  of  the  product  

•  HoIer  prospects  may  be  more  recent  visitors,  but  a  longer  sales  cycle  will  require  targe;ng  your  audience  for  a  longer  period  of  ;me  

You  will  find  this  se_ng  in  the  “Audience”  tab.  

@LisaRocksSEM  

Critical Set-Up Considerations

•  De-­‐dupe  view-­‐through  conversions  

•  Users  who  clicked  on  your  search  ad  in  the  last  thirty-­‐days  won't  be  counted  as  a  view-­‐through  conversion  

 

“View-­‐through  conversion  search  de-­‐duplica;on”  can  be  found  in  the  conversion  sec;on  of  the  “repor;ng  and  tools”  tab.  

@LisaRocksSEM  

List & Targeting Strategies

•  The  ads  can  be  shown  on  any  website  in  the  retarge;ng  network  a  prospect  visits,  regardless  of  the  content  

•  The  ads  won't  be  shown  to  people  who  are  not  on  the  list  

•  Use  different  code/cookie  for  each  list  you  want  to  target  

@LisaRocksSEM  

List & Targeting Strategies

•  Abandoned  shopping  cart    •  Retarge;ng  cookie  code  on  the  

shopping  cart  pages  only  •  Serve  them  with  an  ad  that  acts  

a  gentle  reminder  to  revisit  your  store  

•  Reinforce  your  “buy”  offers  like  "free  shipping"  or  “10%  off  next  purchase”  

@LisaRocksSEM  

List & Targeting Strategies

•  Loyalty  •  Reaches  customers  who  have  

completed  a  transac;on  on  your  site    •  Code  added  to  the  confirma;on  page  •  Use  this  to  cross-­‐sell  or  up-­‐sell  to  recent  

buyers  •  You'll  need  to  understand  your  

customer  behavior  and  their  repeat  purchase  paIerns  to  design  the  most  effec;ve  "loyalty"  campaign  

@LisaRocksSEM  

List & Targeting Strategies

•  Email  •  Place  code  into  emails  to  cookie  

those  who  open  it  •  Placing  code  on  one  or  more  email  

landing  pages  for  those  who  respond    

•  Ge_ng  more  qualified  leads  

@LisaRocksSEM  

List & Targeting Strategies

•  Mul.ple  remarke.ng  channels  

•  Expand  reach  •  Limit  to  one  or  two  channels  •  Downside  considera;ons:  

•  Loss  of  control  over  global  frequency  

•  Duplicate  user  targe;ng  •  Compete  against  

yourself  

@LisaRocksSEM  

List & Targeting Strategies •  Custom  combina.ons    •  Target  your  audience  by  mixing  and  matching  your  lists  with  an  

AND/OR/NOT  rela;onship.    •  You  can  create  these  in  the  “Audiences”  tab.    •  For  example:  to  target  all  non-­‐buyers  who  visited  the  men’s  

category  page  •  select  "all  of  these  audiences"  to  include  your  “men’s  

category”  list  and    •  then  "none  of  these  audiences"  to  exclude  the  purchaser  list.    

•  Combina;ons  are  endless!  

@LisaRocksSEM  

Optimization Tips

•  What  if  you  are  not  reaching  your  full  list?    

•  To  find  out,  calculate  the  share  of  users  you  are  reaching  

•   If  the  percentage  of  users  you  are  reaching  is  low,  you  are  missing  opportunity  

•  In  the  formula,  “5”  represents  the  average  number  of  impressions  per  one  user.  

 

@LisaRocksSEM  

Optimization Tips •  Your  prospect  is  already  qualified,  no  

need  to  restrict  your  campaign  geographically  

•  Remember,  you  want  to  reach  your  users  wherever  they  are  which  can  include  all  countries  and  languages    

 

@LisaRocksSEM  

Optimization Tips •  Increase  bids  to  appear  in  the  Display  Network  more  frequently    •  Reach  more  users  to  drive  beIer  performance  •  Display  Network  bid  is  set  at  the  ad  group  level-­‐  separate  from  search  

 

@LisaRocksSEM  

Optimization Tips •  Segment  out  specific  sites  (then  exclude  them  from  the  master  list)  based  on  

performance  •  If  a  few  sites  are  yielding  the  top  results,  segment  them  out  and  customize  messaging,  

bidding,  etc  to  op;mize  results  

 

@LisaRocksSEM  

Google Retargeting: Example

•  CrumplePop  launched  retarge6ng:  

•  14,000  prospects  •  15%  of  click  conversions  •  90%  of  view  through  

conversions  

•  52%  of  total  conversions  

Takeaway Points

•  Set-up is critical to success •  Be creative with Lists •  Optimize to take to next level

Thank You

Tips For Better Retargeting

Lisa Raehsler SEM Strategy Consultant, Big Click Co. lisa@bigclickco.com (612) 424-1SEM @LisaRocksSEM www.linkedin.com/in/lisarockssem

Google Remarketing