reach, follow and convert with targeted remarketing #biddableworld
TRANSCRIPT
By Samantha Noble @Koozai_Sam
REACH, FOLLOW & CONVERTWITH REMARKETINGBIDDABLE WORLD 2014
DID YOU KNOW?
“Retargeted customers are 70% more likely to complete
a purchase than someone who has not been remarketed to”“
Source: Criteo
WHAT YOU’LL LEARN TODAY
The Code
Creating Lists
Demographics
Optimisation
RLSAs
Example Targeting Strategies
TYPES OFREMARKETING
Display Network
Remarketing
Search Network
Remarketing (RLSA)
Dynamic Remarketing
(for ecommerce)
WHAT ARE WEGOING TO LOOK AT?
Display Network
Remarketing
Search Network
Remarketing (RLSA)
IMPLEMENTINGTHE CODE
Update your Privacy Policy to declare
DoubleClick cookies
ADWORDS VS ANALYTICSTarget by landing page only
Lists work with RLSAs
Target users by page, metrics or demographic
Lists do not work with RLSAs
Entirely new piece of codeSimple update to existing
code
Lists work with dynamic remarketing (code tweak needed)
Lists do not work with dynamic remarketing
Create custom combination lists
Certain custom combination lists not possible
BOTH
Switch over to Universal Analytics
THE ANALYTICS CODE
Insert highlighted text into existing UA
GA code, or replace with above if not
using UA yet within the <head>
THE ADWORDS CODE
Shared Library > Audiences >
Remarketing Tag > View Details > Insert
before </body>
CREATING YOURLISTS
LIST TYPESELECTION
Smart Lists
All Users
Specific Page or
Section
Completed Goal
BUT…
I
SEGMENTS!
Create your own from scratch
Import from Advanced Segments
IMPORT FROMADVANCED SEGMENTS
CREATE YOUR OWN
Technology
Traffic Sources
Date of First Session
Sequences
Behaviour
Conditions
Demographics
Metrics & Dimensions
Demographics
Female – Age 30
Male - Age 50 USA
Music Lover
Financial Advisor
MovieFanatic
English speaking lives in Spain
Conditions
Create lists for users according to
single or multi-session conditions
Use And / Or statements to
merge the lists together
Search similar to Custom
Combinations in Google AdWords
Network Remarketing
Cond
ition
Rem
arke
ting
Users are not removed from a list if
subsequent sessions disqualify them
from the segment
CUSTOM COMBINATIONS
1
• Create all lists in Google Analytics and then use AdWords to build the Custom Combinations
2
• Custom Combination lists are used if you want to target people that have visited ‘X’ but not ‘Y’
3
• Create a custom audience by combining remarketing lists in an AND, OR or NOT relationship
Membership durations remain intact
for all remarketing lists that are
part of the combination
Starter Pack of
Remarketing Segments
http://kooz.ai/remarketing-starter-pack
Smart Lists only work for large Ecommerce
sites with lots of data
500 monthly transactions
& 10,000 daily page
views
DID YOU KNOW?
“You need at least 100 people in your display
remarketing lists to use them.”
Source: AdWords
OPTIMISE, OPTIMISE
Monitor automatic
placements
Split test ad creative &
landing pages
Test different
membership durations
Review Lost IS due to
budget
Add negative
placements
Review location
performance
Update your strategy
with new lists & adapt
existing lists
Review Lost IS due to
rank
REMARKETING OPTIMISATION
REMARKETING OPTIMISATION
Test different ad sizes
& types
Exclude high bounce
rate visitors
Review frequency
capping
Set & optimise bids at
ad group level
Use the dimensions
tab to track
Exclude visitors with
minimal time on site
Review categories and
exclude inappropriate
ones
Review mobile
performance
FREQUENCY CAPPING
LOST IMPRESSION SHARE
PLACEMENT REPORT
SITE CATEGORY OPTIONS
SITE CATEGORY OPTIONS
RLSACAMPAIGNS
WHY RLSAS?“Remarketing Lists for Search Ads allow you to
make your search campaigns even more relevant by
allowing you to tailor your search-only campaigns to
users who have already been to your site.”
Source: AdWords
EXAMPLE RLSA STRATEGIES
Bidding on new keywords
Bidding higher
for past site
visitors
Target more
generic keywords
Bid reduction for
existing visitors
Tailor your ad text
Optimise brand traffic
Detailed guide by Tara West:
http://kooz.ai/rsla-strategies
DID YOU KNOW?
“You need at least 1,000 people in your search
network remarketing lists (RLSAs) to use them. This is ten times more than display
remarketing lists.”Source: AdWords
GETTING THERIGHT STRATEGY
Virgin Active could remarket to existing members
visiting the Login page to promote new services
Wagamama could drive footfall into a
physical store with user location segmentation
Odeon could segment by device & remarket
to mobile users to promote their app
Subway could target by Affinity Categories
for ‘health’ if they launch a new healthy sub
Debenhams could use RLSAs to bid on [Dior]
which might otherwise be too generic
DID YOU KNOW?
“One in five marketers now has a dedicated budget for
retargeting.”
Source: Chango
FREEWHITEPAPERS
LOADS MORE FREETIPS AND ADVICE
http://kooz.ai/free-whitepapers
SEO, PPC, Content Marketing, Analytics,
Social Media, Reputation Management
IMAGE CREDITSSlide 7 - http://www.bigstockphoto.com/image-47000122/stock-photo-privacy-policy-concept
Slide 10 - http://www.bigstockphoto.com/image-40193056/stock-photo-child-with-many-question-marks
Slide 11 - Google Analytics
Slide 18 - http://www.bigstockphoto.com/image-52207642/stock-photo-two-dogs-very-close-together
Slide 23 - http://www.bigstockphoto.com/image-62231063/stock-photo-group-of-multi-ethnic-colorful-world-people-connected-with-speech-bubbles
Slide 26 - http://www.bigstockphoto.com/image-44303560/stock-photo-businessman-with-binoculars-spying-on-competitors
Slide 28 - http://www.bigstockphoto.com/image-4797552/stock-vector-membership
Slide 30 - http://www.bigstockphoto.com/image-36437476/stock-photo-little-boy-in-spectacles-and-suit-lying-on-a-floor-with-a-diary-isolated-over-white-background
RESOURCE CREDITSSlide 2 - Criteo
Slide 29 - Remarketing Starter Pack http://kooz.ai/remarketing-starter-pack
Slide 31 - AdWords
Slide 40 - AdWords
Slide 42 - RLSA Campaign Guide by Tara West, Koozai http://kooz.ai/rsla-strategies
Slide 53 - Chango Remarketing Report http://www.chango.com/resources/whitepapers/the-retargeting-barometer-report-q4-2013
Slide 55 - Koozai Whitepapers http://kooz.ai/free-whitepapers
Slide 56 - Koozai Write Up including slides - TBC