remarketing with google and webmarketing123 - slides

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Remarket and win: Crash course with Google

Dana McKeithen Google, Inc.

Alan Chan Webmarketing123

Shira Solomon Google, Inc.


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Search Engine Optimization

Search Advertising (SEM/PPC)

Display / Remarketing

Social Media

Website Design

Custom Measurement and Attribution

Webmarketing123 is a full service digital marketing agency

Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results


Fast Growing. Award Winning.

Top 10 of Bay Area’s 100 Fastest Growing Companies

Top 500 Fastest Growing Private US Companies


Our approach is built on data-driven strategy and efficient execution. Each campaign includes: !   Business Research + Strategy !   Custom Scorecard Tracking !   Attribution + Data-driven Optimizations


We are experts at growing revenue for our clients.

Google Confidential and Proprietary

PEDIGREE SERVICE TECHNOLOGY CREATIVITY

ü  Manage tens of millions in ad spend

ü  20+ industry

verticals

ü  Named to 2012 Inc. 500 and Bay Area Fast 100

ü  Dedicated account

managers ü  Google, Marin,

Yahoo exclusive partnerships

ü  Tailored reporting

on custom KPIs ü  Multi-channel

strategy (search, display, video, mobile)

ü  Marin Software/ Google DS3 certified

ü  Proprietary

tracking/attribution dashboard

ü  Optimizely® real-

time landing page testing and optimization

ü  Innovative ad ideas

ü  Team of designers and landing page experts

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What makes our Search + Display campaigns more effective:


Make better decisions

by accessing rich audience data to refine your targeting

strategies, along with transparent reporting

that helps quickly inform next steps

Win moments that matter

by reaching users across all screens, while recognizing and using intent to deliver better,

more relevant ads

What we do:

Google makes display advertising work for you Through the Google Display Network, we help you:

Go bigger, faster

by tapping into the greatest reach of any ad network, integrating

across video, mobile & social, and by using simple tools to automate

optimization


Poll ?


Agenda slide

 The value of Remarketing

 Remarketing on the Google Display Network

 The New Remarketing Tag

 Similar Audiences

 Remarketing with Google Analytics

 Which Remarketing Solution should you use?


Value of Remarketing: Get back lost prospects

of people who visit a website leave without completing the actions marketers want them to take (submit a form, call, chat, etc) 96%

- Your Site

X

Your Ad LOST PROSPECTS

of people abandon their shopping cart without purchasing 70%


Improve ROI of all your online campaigns

of every online campaign by using complementary remarketing campaigns.

Maximize the return on investment -

Drive traffic with search and other display campaigns, then win customers back with remarketing.

Win customers back


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Why remarketing is great for brand marketers Brand marketers can…

• Drive brand awareness with tailored ads

• Continue the conversation with your strongest prospects

• Achieve massive worldwide reach with the Google Display Network

Interest

Interest/ Consideration

Purchase


Why remarketing is great for search marketers Search marketers can…

• Maximize your investment in search by integrating display into your campaigns - Follow up with consumers interested in your product, across the web

• Drive them back to your site with tailored messages


Interest


Purchase


Why remarketing is great for direct response Direct response marketers can…

• Drive conversions with tailored ads

• Convert consumers who abandoned their shopping carts


Interest


Purchase


500M users served hundreds of

billions of impressions every month

Instantly Re-engage

lost customers

84% of people on a typical

remarketing list (within a month)

Reach more users

Reach them quickly

1. Reach 2. Frequency 3. Diversity And at scale Reach more users

Reach them quickly


Driscoll’s Case Study Marketing Goal Drive net new registrants for their loyalty program

Solution

Use remarketing on GDN to target those who have visited the site and left without converting

Tactics: · Segment out anyone who has already registered · Also segment out anyone who is already in their email database

Results: ü  30% boost to net new registrations ü  2X+ the CTR of standard display ü  4X+ conversion rate of standard display ü  75% lower CPA


Agenda slide








The new Remarketing Tag Re-engage with past visitors in powerful new ways

Easy Tag Implementation

Sophisticated List Rules

Back-end optimization Dynamic values

Easy Tag implementation Place one tag across the entire site & use the simple user interface

Advanced list rules Create advanced list strategies by defining rules

Back-end optimization Back-end bid optimization based on remarketing signals

Dynamic values Pass dynamic values based on specific user actions


Easy tag implementation

• Before you can start creating different lists for each of your customer segment, you'll need to paste the new Remarketing Tag (small snippet of code) in all pages of your website

Homepage T-shirt My Cart Payment

$

Confirmation

Thank you


Easy tag implementation: one-time tagging

•  In the previous version of the AdWords Remarketing Tag, advertisers needed to create tags for every action or type of page they wanted to segment with targeting.

For example, adding a new Remarketing Tag on the 'Tripod' page would allow the advertiser to remarket the visitors of the 'Tripod' page. Adding another tag on the 'Camera' page, would enable the advertiser to remarket the visitors of the 'Camera' page.

Original tag


Easy tag implementation: one-time tagging

• Now with the new Remarketing Tag the advertiser needs to place one remarketing tag across all pages of the site. Then through the Adwords interface the advertiser can define which page categories to target by entering the URL visited.

Use the AdWords interface to create lists based on URL

New tag


Creation of remarketing lists

• You can define remarketing lists using your site's web URLs. URLs usually include words that describe the content of each page.

T-shirt

www.site.com/product/tshirt

tshirt Define your remarketing list based on page URLs

Here we define a list of users visiting the T-shirt page.


Five benefits of the new Remarketing Tag

Create sophisticated remarketing lists Define more granular audiences based on user actions and activity on the site.

One-time, unified tagging Place a single block of code across your entire site that will be used to create remarketing lists across all of your campaigns.

Integrate with dynamic ads Use the values passed into the Remarketing Tag to show tailored creative based on the customer’s interests and activities (retail only)

Reach more people Ability to create new Remarketing lists allows you to expand your target audience

Automated bid optimization of remarketing Better predict performance of your ads and optimize the predicted likelihood to convert for future auctions. Use Conversion Optimizer to get bid optimization with Remarketing signals.

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Similar Audiences helps you find new audiences similar to your best site visitors

Seed remarketing lists

Similar Audiences uses the same cookie as remarketing to find new users


How does Similar Audiences work?

1) Select a remarketing list as an example of your target audience

3) Your original Remarketing list is automatically excluded from your Similar Audiences list, so you are reaching new leads – guaranteeing you incremental reach & traffic.

2) Enable Similar Audiences Look-a-like technology lets you to take signals from your GDN remarketing list to find new audiences with shared traits.


Key Features of Similar Audiences

Scale

•  Reach an audience that is on average 7x larger than your remarketing lists

•  No duplication in audience with your remarketing lists

Simplicity

•  Getting started is as easy as checking off a box

•  Layers with Conversion Optimizer to drive efficiency

Free to use

•  Pay only for the ads, not for using the targeting technology

Performance

•  CPA tends to be between Remarketing & Interest Category Targeting


Best Practices to Keep in Mind

Create tight remarketing seed lists for better CPA

Set bids & budgets appropriate for acquiring new customers

Use ad creative & landing pages to appeal to new customers

Activate Conversion Optimizer


MovingGuru Case Study Leader in residential moving space Marketing Goal

•  Looking to increase moving leads at a critical CPA threshold

Solution

•  Used Remarketing and Similar Audiences on GDN to expand reach

Results Similar Audience targeting has been 2nd highest lead driving campaign ü  15% lift in leads ü  8% lift in CVR VS. other display campaigns »  44% lift in CVR »  73% higher CTR »  41% lower CPL

Tactics •  Target site visitors that have not yet

converted in various product and service categories

•  Target another audience set with similar interests as existing audience


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Easily dive into remarketing using Google Analytics Create advanced remarketing strategies with Google Analytics

Re-use your Google Analytics tags 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

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Benefits of Remarketing with Google Analytics Do everything the new Remarketing Tag can do, plus…

Recency and frequency Users who visited your site multiple times either organically or through paid media within a certain timeframe

Time on site Users who have an average time on site of more than 10 minutes in a 7 day visitor segment

Sequence Users who’ve visited the Visit Florida homepage, then the Orlando page, then the Places to Stay page

User value Users who’ve spent over/under $500 in their overall visits within the last 7 days

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Google Confidential and Proprietary 35 Google Confidential and Proprietary 35 Teracent, Google*

Personalized ads that are based on behavioral data increase ROI

CTR improved by 651%!

Retargeting-based Dynamic Creative Case Study– Travelocity


Update your privacy policy Learn about the new “Google Analytics for Display Advertisers Policy” 1

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Test & verify your setup Check loading properly with Google’s Tag Assistant Tool

Link your AdWords account You need at least one linked account

4 Get Admin access Only admins see the “Remarketing lists” tab in the Management UI

Find the lists in AdWords They’re automatically added to the “Shared Library”

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Getting Started


Use Cases Create Own Segment by Keyword Term and Metrics • A company wants to target users in the consideration phase that

have demonstrated interest, so create a segment targeting brand searchers that have not yet converted.

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Content •  Viewed specific products, pages, sections, or categories of your site Specific actions •  “Store locators”, video plays, internal searches, shopping cart actions,

newsletter sign-ups Sequences •  Searches from a generic term (tshirts) to a brand term (Google shirts) •  Visits from a landing page to a product details page Sources •  Referrals from Search, Social, Email, Affiliates, etc •  Searches of specific keywords

Your imagination is the limit Tap into your data & creativity!


Continued…

Engagement •  Frequent or recency of visitors, time on site, bounce rate, page depth Goals •  Cross-selling products to converted customers •  Targeting customers who’ve abandoned their shopping cart Visitor characteristics •  High-spending / high-value customers •  New vs. returning visitors •  Based on devices, i.e. iPhone vs. Android users, Mac vs. Windows


Agenda slide








New Remarketing Tag in AdWords Remarketing with Google Analytics

For creating regular remarketing lists, use whichever solution is easier to get started. Both are easier and more flexible than the previous remarketing system.

Unique Capabilities

Dynamic Remarketing for Retail •  Create user lists based on product page

variations, shopping cart value, purchase behavior, and more

Optimizing Search ads based on Remarketing lists1

Leverage Similar Audiences

Unique Segmentation Capabilities •  Build lists based on any data point tracked

in Google Analytics Visitor Segmentation, such as frequency, location, time-on-site, bounce rates, Ecommerce values, device type

User list size estimates •  View performance reporting on audience

segments ahead of time to inform your decisions on who to target

1 Tailor Search bids and ad creative to users on remarketing lists when they are searching


Let’s discuss how remarketing can benefit your business. Currently doing remarketing? ü  Get a complimentary review of your current campaigns. Not sure where to start? ü  Get a complimentary opportunity analysis.

Schedule a consultation today by emailing: [email protected]


Thank you!

Dana McKeithen

Google, Inc.

Alan Chan Webmarketing123

Shira Solomon Google, Inc.

Schedule a consultation today by emailing: [email protected]

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