Advanced AdWords Tactics

for the Google Display Network

Google Analytics ReTargetingGARGoogle Analytics ReTargeting

Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 3

Presentation Flow

A. Why retargeting?

B. Why GAR versus pixel based retargeting?

C. The four basic steps to GAR

1. Blue-Printing

2. Lists

3. Combinations > Audience pools

4. AdWords set up

D. Discussion

Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 4

Attention Interest Desire Action Loyalty Amplify

Why Retargeting?

Brand Keyword Search

SEO

Affiliate

In-Prod-Mkting

*Social Media

eMail

ReTargetingBanners

3rd Party Banners

Non-Brand Keyword Search

Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 5

Why Upgrade To GAR?

Stupid retargeting is bad, and smart retargeting is good. A smart marketer would use the recency and frequency capping that is available in every retargeting solution. The other tactic is to understand consumer behavior. - Avinash Kaushik

Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 6

Why is GAR smarter?

Pixel based retargeting tells you where someone has been.

GAR layers on behavioural targeting like:• Times visited, time spent on site, number of pages visited etc…

• Where did they come from?

Plus, you can:• Easily combine in complex ways

• Easily segment by time (Change messaging or frequency)

GAR provides hyper-targeting of messaging as prospects move through the customer journey

Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 7

How To Take Action

1. Blue-Print: Funnels, goals, and the customer journey

2. Lists: Create lists in Google Analytics*

3. Audiences: Create AdWords Combinations/audiences

4. AdWords Campaigns: Set up AdWords Campaigns with creative, frequencies, and bids

* Google AdWords account must be linked to GA account

Blue-print

Buy the wood

Frame the house

Finish the house

Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 8

Pre-Plan: Segmentation & Goals

• Classic Rules of Segmentation:

– Big & Attractive?

– Isolate with unique messaging?

– React to different messaging?

• Digital Marketing Segmentation:

– Isolate if you suspect ROI will vary and you might want to adjust bids

– Isolate so you can vary frequency over time

Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 9

Corel.com B2C Goals & Basic Funnels

Page Visits

Trial Downloads

Cart VisitSale

Corel.com

Page Visits

Trial Downloads

Cart Visit

Sale

CorelDRAW

Page Visits

Trial Downloads

Cart Visit

Sale

PaintShop

Page Visits

Trial Downloads

Cart Visit

Sale

WordPerfect

Page Visits

Trial Downloads

Cart Visit

Sale

VideoStudio

Then consider behaviour & time factors

Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 10

Audience PoolsAudience_Name Description Banner approaches and tests

GA_PP_MultipleVisits_0to15daysGA_PP_MultipleVisits_16to45daysGA_PP_MultipleVisits_46to180daysGA_PP_SingleVisit_DurationOver20Sec_0to15daysGA_PP_SingleVisit_DurationOver20Sec_16to45daysGA_PP_SingleVisit_DurationOver20Sec_46to180daysGA_PP_SingleVisit_zeroDurationset_0to7daysGA_PP_SingleVisit_zeroDurationset_8to90days

GA_Trialer_ActiveTrialPeriod_0to15daysTrialers - Downloaded

from 0-15 days

GA_Trialer_ActiveTrialPeriod_16to30daysTrialers - Downloaded

from 16-30 days

GA_Trialer_TrialPeriodEnded_35to45daysTrialers - Downloaded

from 35-45 days

GA_Trialer_TrialPeriodEnded_46to180daysTrialers - Downloaded

from 46-180 days

GA_Cart_Abandon_0to7daysAbandoned cart 0-7 days

ago

GA_Cart_Abandon_8to15daysAbandoned cart 8-15

days agoGA_CompletedOrder_0to15daysGA_CompletedOrder_16to30daysGA_CompletedOrder_31to90days

OC Page - SKU includes "XXXX"

- 2x Painter lite- Book- Training video

X% off lowest price offer

Page retargeting - +2 visits

0-15 & 16-45& 46-180: - 5x Accolade w/ Free Trial- 5x Accolade w/ BN

Page retargeting - 1 visit of >25 sec

Page retargeting - 1 visit and bounce

0-15 & 16-30:- 3x Accolades w/ BN- 3x Tutorials w/ BN (To custom LP)- 3x Feature/Benefit w/ BN35-45:10% off lowest price46-180:- 3x Accolades w/ BN- 3x Tutorials w/ BN (To custom LP)- 3x Feature/Benefit w/ BN

Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 11

Lists & Combinations

Product

Page

Trial

page

Cart Page

Order

Confirm Page

Mac

Windows

iOS

Android

0-7 0-150-30

0-350-45

0-900-180

0-365>1

Visit

1 Visit

>25 se

c

GA_PP_MultipleVisits_0to15days Y X X X Y YGA_PP_MultipleVisits_16to45days Y X X X X Y YGA_PP_MultipleVisits_46to180days Y X X X X Y YGA_PP_SingleVisit_DurationOver25Sec_0to15days Y X X X Y Y X Y YGA_PP_SingleVisit_DurationOver25Sec_16to45days Y X X X X Y X Y YGA_PP_SingleVisit_DurationOver25Sec_46to180days Y X X X X Y X Y YGA_PP_SingleVisit_zeroDurationset_0to7days Y X X X Y X YGA_PP_SingleVisit_zeroDurationset_8to90days Y X X X X Y X YGA_Trialer_ActiveTrialPeriod_0to15days Y X X YGA_Trialer_ActiveTrialPeriod_16to30days Y X X X YGA_Trialer_TrialPeriodEnded_35to45days Y X X X YGA_Trialer_TrialPeriodEnded_46to180days Y X X X YGA_Cart_Abandon_0to7days Y X YGA_Cart_Abandon_8to15days Y X X YGA_CompletedOrder_0to15days Y YGA_CompletedOrder_16to30days Y X Y

GA_CompletedOrder_31to90days Y X X Y

Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 12

Final Set Up in AdWords

Set up Campaigns & AdGroups in AdWords and target audiences with creative, frequency settings, and bids just like pixel based retargeting

Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 13

Thank You

Derek Tucker – Digital Marketing Strategist

• Global Marketing Manager at Corel

• Previously with Futureshop.ca & BestBuyCanada.ca

• ca.linkedin.com/in/derektucker111/

Special thanks to Helen & Les Faber