new opportunities for remarketing
Post on 12-Sep-2014
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Akansha Sinha from Google talks about innovative ways of remarketing at BigRock httpX 2013 New DelhiTRANSCRIPT
Google Confidential and Proprietary 1 Google Confidential and Proprietary 1
New opportunities for
Remarketing
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
Agenda
Remarketing with Google: An overview
Remarketing list for search ads
Dynamic remarketing
Extending the remarketing opportunity
Case Studies
1
2
3
4
5
Google Confidential and Proprietary 3 Google Confidential and Proprietary 3
Your goal is simple: Convert site visitors
Your website
Google Confidential and Proprietary 4 Google Confidential and Proprietary 4
But one visit is typically not enough
96%
70%
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping carts
without purchasing1
Leave a website without
converting1
49% Typically visit 2-4 sites before
purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Google Confidential and Proprietary 5 Google Confidential and Proprietary 5
Remarketing gives you that second chance
To bring past visitors back to your site to convert
Google Confidential and Proprietary 6 Google Confidential and Proprietary 6
Three advantages of Remarketing with Google
Convert site visitors with one site-wide tag
Cross Search & Display
Tailored Creative
Customize text and display ads
Transparent & Accountable
Get full visibility into placement and price
Google Confidential and Proprietary 7 Google Confidential and Proprietary 7
One tag enables remarketing across search and
display
Dynamic
remarketing
Remarketing lists
for search ads
Google Confidential and Proprietary 8 Google Confidential and Proprietary 8
Tailored ads relate to your site visitors’ past
experience on search and on the web
Search Customize ad text with relevant
offers informed by past actions on
your site
Display Deliver ads tailored on the fly
that resonate with visitors’
experiences on your site
ACME Communications
Free first month of cable.
Sign up for installation now!
www.acmeco.com
Google Confidential and Proprietary 9 Google Confidential and Proprietary 9
Benefit from transparent and accountable
remarketing campaign
Know exactly how you’re performing
Performance
Placement
Know exactly where your ads are
appearing
Price
Know exactly what you’re paying
Google Confidential and Proprietary 10 Google Confidential and Proprietary 10
Agenda
Remarketing with Google: An overview
Remarketing list for search ads
Dynamic remarketing
Extending the remarketing opportunity
Case Studies
1
2
3
4
5
Google Confidential and Proprietary 11 Google Confidential and Proprietary 11
Remarketing amplifies your initial investment
By adding conversions on top of your initial ad spend
Your website
Remarketing
Drive 100 people to
your site 4 convert
Remarketing
converts an
additional 3
Ilustrative example only
Google Confidential and Proprietary 12 Google Confidential and Proprietary 12
Convert past site visitors with tailored ads
* Source: Google Internal data
Dynamically generated and tailored to each site visitor based on their
experience with your site
You can see a
450% increase in CTR*
• Dozens of professionally designed
templates to choose from
• Links to Merchant Center catalog
Google Confidential and Proprietary 13 Google Confidential and Proprietary 13
Three factors drive performance
Effective creative
Auto-optimized layouts
and product
recommendation
engine result in high
performing creative
Real-time bidding Determined the optimal
bid with which your past
site visitors will convert
Sophisticated
segmentation Develop optimization
strategies for very
granular audience
segments
Google Confidential and Proprietary 14 Google Confidential and Proprietary 14
Sophisticated segmentation drives results
Delivering the right message to the right person starts with segmenting
your site visitors
Discover great deals
Check out new arrivals
Free shipping 30% off today only
Refer a friend 25% off
$2.00 $3.00 $5.00 $8.00 $5.00
T-shirt viewers
Homepage visitors
Cart abandoners
Payment abandoners
Past purchasers
Google Confidential and Proprietary 15 Google Confidential and Proprietary 15
Build beautiful, high-performing dynamic ads
• Auto-optimization
predicts the best
performing layout
• Recommendation engine
chooses ideal product
array
• Choose from dozens of
layout options
• Customize colors, fonts
and other elements to
match your brand
• Build an ad in minutes
without a professional
designer
• Automatically populate
items from your
Merchant Center feed
High-performing Customizable Easy to build
Google Confidential and Proprietary 16 Google Confidential and Proprietary 16
Sell more of your merchant catalog with our
product recommendation engine
Feature an array of high-converting
products based on a large number of
signals
• Products viewed and related products
• Top performing products
• Customer’s demo and interests (e.g.,
top performing products based on
gender, age, etc.)
• Customer’s frame of mind
Related items in your catalog
Products customer was viewing
Google Confidential and Proprietary 17 Google Confidential and Proprietary 17
Maximize conversions with real-time bidding Robust signals determine the optimal bid that will likely convert that particular customer
Consumer Characteristics • What is the user’s age and gender?
• What are the user’s interests?
Current frame of mind • Did the user recently leave my site?
• Context of the current page / session
• What device are they on?
• How frequently has the user seen my
ads?
Audience + context (100's of signals used)
$10 $0.30 $3
Site visitor actions • What section of my site did they visit?
• How many pages & products did they view?
• Value of products viewed ($500 vs $10) beta
• Tag parameters (e.g., lifetime value) beta
• Past purchases beta
• Time since last conversion beta
$0.10 $5 $0.05 $0.70
Google Confidential and Proprietary 18 Google Confidential and Proprietary 18
Finding past site visitors across the Google
Display Network
*Source: comScore October 2012
87.6%
94%
87.6%
According to comScore, the Google Display Network reaches:
Of all US internet users per month
Of all Global internet users per month
2m+ Publishers
including hundred’s of
comScore’s top 1,000
sites
65% top 200
comScore sites
Google O&O
YouTube, Google
Finance, Gmail,
exclusive text
inventory
Google Confidential and Proprietary 19 Google Confidential and Proprietary 19
Expanding dynamic remarketing to all sectors
We’re not just for retailers …
Hotels
Currently in pilot
Flights Education Custom Feeds
Google Confidential and Proprietary 20 Google Confidential and Proprietary 20
Agenda
Remarketing with Google: An overview
Remarketing list for search ads
Dynamic Remarketing
Extending the remarketing opportunity
Case Studies
1
2
3
4
5
Google Confidential and Proprietary 21 Google Confidential and Proprietary 21
Expand the opportunity with one site-wide tag
Audience Reporting
Remarketing on to
search and display
campaigns
Similar Audiences
Google Confidential and Proprietary 22 Google Confidential and Proprietary 22
Amplify the power of remarketing with Similar
Audiences
Similar Audiences
Remarketing Lists
7x
By using Similar Audiences along with remarketing, advertisers typically see:
• 60% more impressions
• 58% more clicks
• 41% more conversions
Source: Google internal data
Google Confidential and Proprietary
Learn more about your audience to refine your
audience targeting strategy Audience composition reports gives detailed insights on your site visitors
Target Group Analysis Report
People on your site are interested in …
People on your site are [x] times
more interested in [ ] than the avg
internet user
X% age breakdown
X% Male / Female
Google Confidential and Proprietary
What you can do with audience insights?
Target new prospects with tailored messages and bids to
raise brand awareness and drive more qualified traffic to
your site
The Google Display Network has a largest, high-
quality audience data set.
1B+
30
1000+
with interests
and demographics
top level categories
sub-categories
Google Confidential and Proprietary 25 Google Confidential and Proprietary 25
Agenda
Remarketing with Google: An overview
Remarketing list for search ads
Dynamic Remarketing
Extending the remarketing opportunity
Case Studies
1
2
3
4
5
Google Confidential and Proprietary 26 Google Confidential and Proprietary 26
For ROI-centric goals, remarketing leverages the
best aspects of search and display, providing a
more relevant experience for users and
companies.
2
6
- David Gudai, vice president of marketing, Storkie Express
Google Confidential and Proprietary 27 Google Confidential and Proprietary 27
Give high-value users a reason to come back
Marketing Goal:
increase bookings and improve ROI
by aggressively marketing to high-
value users via an audience list
generated off of Homepage and
Category page visitors
Implementation:
• Mirror high priority campaigns and
associate corresponding audience
lists to customize for brand-aware
searchers
• Bid up 50% over control in RLSA
accounts to bid into premium spots
for returning users
• Tailored ad copy emphasizing new
sales; giving the consumer a reason
to come back
Results: • 145% increase in CTR
• 315% higher Conversion Rate
• 250% higher ROAS
WTH is a multi-brand distributor
in the travel vertical tested remarketing lists for search ads in the competitive
Cruises space
Google Confidential and Proprietary 28 Google Confidential and Proprietary 28
Driving performance with Remarketing Lists
for Search Worldstores successfully used Remarketing Lists For Search to increase their search presence for users who had previously visited their site but had not converted
*.vs when no remarketing present
**Last click conversion increase on remarketed campaigns vs when no remarketing present
“RLSA allows us to segment
our data and gives us more
control and targeting options
than a normal search
campaign. Overall our
campaigns have more depth
and it gives us more insight
into attribution modeling.“
Joe Murray, Co-Founder and Joint CEO,
WorldStores Ltd
Results: • CPA* -43%
Conversion Rate** 2.3x
• Conversions +8%
Google Confidential and Proprietary 29 Google Confidential and Proprietary 29
Tirendo saw a 161% increase in conversion rate
with remarketing lists for search ads
Objective:
Increase sales
Increase ROI
Implementation:
• Used the same list in the GDN
Remarketing campaign in the new
RLSA Campaign
• Increased bids for all
retargeted users
• Differentiated bids according to
customers who have a general
browse on the homepage and those
who search for specific sizes and
brands
Results: • Increase in Conversion rate: +161%
• Increase in turnover of 22%
• CPO reduced by 43%
Online tire trader offering branded tires
at competitive rates
Tested RLSA to increase sales
Google Confidential and Proprietary 30 Google Confidential and Proprietary 30
Dynamic Remarketing delivers Storkie Express conversion rates 203%
higher than regular display and lower costs-per-conversion
Custom invite printer increase conversion rates and decreases CPC
Marketing Goal:
To create awareness of Storkie brand
and product offerings, and to connect
with customers
Solution:
Ran ads on search and Google
Display Network, created remarketing
campaign, and used Dynamic
Remarketing to automatically tailor ad
messaging
Tactics:
• Ran ads on search and Google
Display Network
• Created remarketing campaign
• Used Dynamic Remarketing to
automatically tailor ad messaging
Results: • Conversions grew 117% on Google Display Network
• 203% higher conversion rate than regular display ads
• 119% higher conversion rate than regular remarketing
campaigns; Dynamic Remarketing
Google Confidential and Proprietary 31 Google Confidential and Proprietary 31
Dynamic Remarketing helps Campmor achieve 300% higher
clickthrough rate and lowers cost-per-conversion by 37%
U.S. retailer of camping & outdoor gear looks to reconnect with customers
Marketing Goal:
To increase brand awareness and
familiarize consumers with newer, nich
products as well as reconnect with
customers who have left
their site
Solution:
Ran ads on search and Google
Display Network, created remarketing
campaigns, and used Dynamic
Remarketing to automatically tailor ad
messaging
Tactics:
• Ran ads on search and Google
Display Network
• Created remarketing campaign
• Used Dynamic Remarketing to
automatically tailor ad messaging
Results: • 300% higher CTR, 37% lower
CPA
• 16% higher conversion rate, 13%
higher ROI than with static
Remarketing ads
Google Confidential and Proprietary 32 Google Confidential and Proprietary 32
CORT uses Similar Audiences to Enhance its remarketing Campaigns
and saw conversions grow by 31%
CORT uses Google Display Network to extend its presence in front of customers at all
stages of the purchasing process for their rental furniture business
Goal:
• Drive online lease transactions
• Create awareness among new
audiences
• Reach potential customers along all
points of the buying cycle
Approach:
• Used Similar Audiences to reach
new, highly qualified audiences
• Used Remarketing to reconnect with
site visitors
Results: • Conversions grew 31%, conversion rate up 27%
• CPA dropped 43%, 63% lower eCPM than Remarketing
• Increased the value of Remarketing campaigns
Google Confidential and Proprietary 33 Google Confidential and Proprietary 33
Loews Hotels adopts remarketing and similar audiences to reach new
customers and grow revenue
Loews Hotels & Resorts looked to expand their efforts with Similar Audiences
Goal:
• Capture online share of voice
• Expand to reach a wider audience
• Reach qualified people similar to
current customers
Approach:
• Moved 70% of budget from offline to
digital: 40% on search, 60%
on display
• Began using Google Display
Network and Remarketing
• Boosted budget, used Similar
Audiences for Loews Regency Hotel
campaign
Results: • Overall: 10%+ revenue, 9%+ bookings, 5%+ unique
site visitors
• Remarketing generated $60,000 for $800 spent
• Loews Regency Hotel campaign: 60%+ revenue, 57%+
bookings, CPA dropped 9%
• Cyber Monday campaign: Grew revenue from $1.3M to $2M
YOY20%
Google Confidential and Proprietary 34 Google Confidential and Proprietary 34
Additional Product Details
Google Confidential and Proprietary 35 Google Confidential and Proprietary 35
Reaching shoppers starts with the
Google Merchant Center
Search
Google Product Search
Google Commerce Search
Google Catalogs
Google AdWords /Google Display Network
Dynamic Remarketing Product Listing Ads
Dynamic Text Auto-optimized layouts
Conversion Optimizer Dynamic Ad Builder
Google Confidential and Proprietary 36 Google Confidential and Proprietary 36
Access exclusive text inventory with Dynamic
Product Ads
Dynamic Remarketing with text ads
Reach text-only portion of GDN (8B impressions a day)
Exclusive Advertise on text inventory that
most other networks and DSPs
do not have access to
Customizable Retail advertisers can tailor text
ads based on remarketing lists
Easy Create and manage
text campaigns like display
Google Confidential and Proprietary 37 Google Confidential and Proprietary 37
Easily dive into remarketing with Google Analytics
Create advanced remarketing strategies with Google Analytics
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Re-use your Google Analytics tag
Make a one-line, one-time change to your GA tags
Leverage your GA data
Use over 200 analytics dimensions
& metrics to target precise audiences
Build & edit lists with ease
All using the Google Analytics UI
Create sophisticated lists based on visitor activity
Built on an intelligent understanding
of cross-session visitor behavior
Reach your visitors across the web
Lists automatically appear in AdWords
to run ads on the GDN
Google Confidential and Proprietary 38 Google Confidential and Proprietary 38
Create more powerful and relevant campaigns
Google Analytics lets you create unique and precise lists based on…
On-site behavior Customer location
Recent or frequent visitors
Referral source
Engagement High value customers
Abandoned shopping carts
Up-sell & cross-sell Sequence of visits
Google Confidential and Proprietary 39 Google Confidential and Proprietary 39
Getting started on GA Remarketing
Update your privacy policy
Update your tags
Link your AdWords account
Get Admin access
Create lists in GA then target in
AdWords
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