remarketing - heaven or hell?
Post on 12-Sep-2014
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DESCRIPTION
Remarketing can be a great and ROI efficient strategy to increase your online profit. And at the same time, it can be also be a source of frustration for your targeted audience, if it's not done right. In this presentation, we will share some do's & don'ts, valuable insights & rock solid customer cases.TRANSCRIPT
By Sven De Meyere
Remarketing: heaven or hell?
Friday, April 7, 2023
AGENDA
What is remarketing?
4 ingredients for remarketing succes
Typical remarketing flow
4 advanced remarketing tactics
Reference Client Case
But not...
Technical deepdive
Detailed implementation walktrough
• The Reference
What is remarketing?
What is remarketing?
Remarketing is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion.
Source: Wikipedia
What is remarketing?
Remarketing can help you reach people who have previously visited your website as they visit other sites on the Google Display Network or search on Google. Using remarketing, you can show these customers messages tailored to them based on which sections of your site they visited.
Source: Google
What is remarketing?
Remarketing is getting back in touch with people who already know your brand, by showing messages that deliver added value.
Source: Sven
What is remarketing?
Remarketing is getting back in touch with people who already know your brand, by showing messages that deliver added value.
Source: Sven
!
The Reference
4 ingredients for
remarketing succes
4 Ingredients for remarketing succes
TimingSegmentation Added valueContext+ + +
Buyers
Ready-to-buyers
Non-interested visitors
€€€
Visited shopping cart
Viewed more than X pages
Bounced visits
Segmentation
Interested visitors
Buyers
Ready-to-buyers
Non-interested visitors
€€€
Visited shopping cart
Viewed more than X pages
Bounced visits
Segmentation
Interested visitors
4 Ingredients for remarketing succes
TimingSegmentation Added valueContext+ + +
The Reference
Timing
For example• Winter & summer holiday• Winter & summer clothing• Printers & cartridges• Swimming pool & maintenance
Context
Context
Added value
WIIFM?• Reminder• Opportunity• Additional benefit• Additional information
4 Ingredients for remarketing succes
TimingSegmentation Added valueContext+ + +
The Reference
The Reference
How does it work?
Remarketing: visitor flow
Cookie Browsing
revisit
Visitssite
Leaves site
ConvertMessag
e
Or not
Or not Image Text
Different platforms & providers
Different platforms & providers
Different reach & inventoryDifferent trackingDifferent segmentationDifferent targeting
Remarketing should be user driven, not technology driven
The Reference
Advanced remarketing
scenarios
4 advanced remarketing tactics
1 32
DelayedStart
remarketing after a certain
period
SearchRetarget users
in Google Search
DynamicCreate
dynamic ads with the
products that users viewed
4
FacebookUse custom audiences to
retarget users
Delayed remarketing
When timing is vital (ingredient 1)Done by using custom segmentation & cookie duration
For example:• Membership list 1: 30 days • Membership list 2: 365 days
Remarketing campaign targeting:• Included in list 2• But not in list 1
Remarketing for Search
Specific keywords
Remarketing list
Target users in Google SearchOnly when they’re searching for specifc keywordsOpportunity for SMB’s
Google Search
Dynamic remarketing
Adwords remarketing+Google
Shopping
Dynamic remarketing
Dynamic remarketing
Facebook remarketing
Coming soon!
Facebook remarketing
Target existing clients
Not based on names?
Facebook remarketing
Client case: SEG
Client case: SEG
Client case: SEG
Client case: SEG
Client case: SEG
School Overall CPL Remarketing CPL
SEG 76 16
Ritz 48 41
SHMS 109 28
IHTTI 107 65
Culinary Arts 45 20
HIM 57 42
Client case: SEG
MayJune July
August
September0
50100150200250300350400450
258
332374 392
0
Total leads
Leads
MayJune July
August
September0
20
40
60
80
100
120
140115
7761
49
0
Cost Per Lead (CHF)
CPL
