reach, follow & convert with targeted remarketing
TRANSCRIPT
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)
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 code Simple 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
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>
Technology
Traffic Sources
Date of First Session
Sequences
Behaviour
Conditions
Demographics
Metrics & Dimensions
Female – Age 30
Male - Age 50 USA
Music Lover
Financial Advisor
MovieFanatic
English speaking lives in Spain
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
Condition Rem
arketing
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
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
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
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 keywordsBidding higher
for past site visitors
Target more generic keywords
Bid reduction for existing visitors
Tailor your ad text
Optimise brand traffic
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
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