#SMX #23B2 @ebkendoMake your remarketing more than an echo

YOUR RETARGETING SUCKS(BUT IT DOESN’T HAVE TO!)

Image: iStock

#SMX #23B2 @ebkendo

10 years in the search industry PPC, Social, SEO, Analytics, Content

Speaker: SMX Adv/East/West, Mozcon, Searchfest, State of Search

Author: Lynda.com, All in One Web Marketing for Dummies, ClickZ

And…

Elizabeth Marsten, CommerceHub Senior Director, e-Commerce

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Mommy

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NORTH AMERICA’S LARGEST RETAILERS,

MARKETPLACES AND SEARCH ENGINES

DEMAND GENERATION

ASSORTMENT EXPANSIONWAREHOUSES, STORES, DROP-

SHIPPERS, BRAND MANUFACTURERS

DELIVERYNATIONAL CARRIERS, REGIONAL

CARRIERS, LOCAL CARRIERS

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Supply Solutions

Increase product offering and grow revenue through “virtual

inventory”

Integrate with any trading partner or order fulfillment

source

Maintain branding and complete control over

fulfillment process

Demand Solutions

Profitably acquire new customers through search,

social and marketplace channels

Push product catalog to channels where consumers

seek new products

Manage and optimize digital advertising spend across

channels

Delivery Solutions

Optimize consumer shipping through real-time decisions on cost-effective delivery methods

that meet the consumer’s delivery date

Extend the reach of rapid delivery programs by

geographically distributing inventory to partner 3PLs

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Why Retargeting is Essential to Paid Search

Image: Pixabay

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Thomas Smith: Successful Advertising

Source: Wikipedia

The first time people look at any given ad, they don't even see it.The second time, they don't notice it.The third time, they are aware that it is there.The fourth time, they have a fleeting sense that they've seen it somewhere before.The fifth time, they actually read the ad.The sixth time they thumb their nose at it.The seventh time, they start to get a little irritated with it.The eighth time, they start to think, "Here's that confounded ad again."The ninth time, they start to wonder if they're missing out on something.The tenth time, they ask their friends and neighbors if they've tried it.The eleventh time, they wonder how the company is paying for all these ads.The twelfth time, they start to think that it must be a good product.The thirteenth time, they start to feel the product has value.The fourteenth time, they start to remember wanting a product exactly like this for a long time.The fifteenth time, they start to yearn for it because they can't afford to buy it.The sixteenth time, they accept the fact that they will buy it sometime in the future.The seventeenth time, they make a note to buy the product.The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.The nineteenth time, they count their money very carefully.The twentieth time prospects see the ad, they buy what is offering.

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1930s Movie Industry– Created to determine number of

times for message to “stick” Advancements in Ad Types

– Radio advertising– Print (magazines: Fortune,

Advertising Age) Additional Placements

– Sports– Politics

The Rule of 7

Source: AdAge / Adcetera Image: Wikipedia

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“History:1930s”, Advertising Age, Sept. 15, 2003

The Frequency and the Force

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Retargeting in Digital = More Efficient

Average CPC/CPA– Lower than the first interaction typically, regardless of

vertical Segmentation

– Ability to segment and target site behavior, demographics & lookalikes

Removal and Suppression– Ability to remove or bid down past converters or other low

value behaviors

…and being “forceful without being creepy or crazy

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Why Didn’t They Buy in the First Place?

Source: eMarketer

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Why Didn’t They Buy in the First Place?

In the US, based on May 2015 research from HookLogic, shopping cart abandonment is most frequent among shoppers for:

Source: eMarketer

Home Goods – 29% Health & beauty – 24.9% Electronics – 22.9%

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Not Bad…

Source: eMarketer

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Buy Buy again Continue a Conversation (awareness)

Store Visit Engage (social share)

What Do You Want Them to Do Next?

Image: Pixabay

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Choose the Remarketing Type

What you choose depends entirely on what you want the user to experience and how you want them to act.

Standard– You set the message text and images, deciding which creative goes

with which behaviors Dynamic

– Messages and images populate based on user’s past behaviors

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Types of Retargeting by Channel

Image: iStock

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Google AdWords

Yes, there’s code that has to be implemented first, before you can really start to do much of anything.

GDN Standard Dynamic on GDN RLSA (remarketing lists for search ads) Mobile Apps Video

Dynamic remarketing requires a feed and Merchant Center, if you are retail and doing product listing ads (PLAs).

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AdWords – Dynamic Product Ads

Images: Google AdWords

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AdWords – Dynamic Quick Start

Images: Google AdWords

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AdWords – Retail DPA

Images: Google AdWords

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AdWords – Non-Retail Business Data Feed

Images: Google AdWords

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AdWords – Non-Retail Business Data Feed

Images: Google AdWords

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Overall Best Practices

Don’t be afraid to use custom audiences of Smart Lists– Major retailers, RLSA Smart List is out performing cart abandoners

Use frequency capping– Google is a lot better than they used to be

Separate campaigns for text and image ads Test multiple ad layouts Watch out for defaults: US & Canada, Enhanced CPC, Optimized

for Conversions (you want this default)

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Don’t forget to check the box either

Images: Google AdWords

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Start Strong Ready to Go Lists – start here

– Cart abandoners– Product viewers– Converters (past buyers)– Site visitors

Use Managed Placements for extra control Target & Bid vs. Bid Only – read this Use Optimize for Conversions

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Segmentation Ideas

Segment audiences by abandoned cart amount, utilize ideal price points

Set target CPAs for each audience, at the very least a different CPA for remarketing overall

Layer on demographic and interests to narrow automatic placements with larger lists like “all site visitors”

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Convincing Everyone You Need This

Tag Manager/development resources needed Potential image/brand issues

– Add a background to templates to customize a more “on brand” feel Dynamic Remarketing case studies from Google (ModCloth &

Sierra Trading) Increase conversions from Cart Abandoners PPC Chat conversation

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How many days should you wait before remarketing? For cart abandoners

– 24hours tends to have the highest rate of return Everything else tapers off at various intervals after that

– Apparel, home goods, pet supplies, party supplies, beauty, electronics

Source: CommerceHub data

Image: iStock

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Continue the Conversation with RLSA

Bid on more generic/head term keywords– But only to folks that have engaged with your site in some way

already– Show up on similar situations or bid on competitor names

Exclude or bid down converted users Shepard behaviors to different landing pages

– Upsell, cross sell or renewals come to mind Highly recommended read: RLSA in Competitive Markets

SERP remarketing (not on the GDN) with keyword and PLA options and with integration in Google Analytics.

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RLSA & Dynamic Together

Image: PIxabay

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Facebook Dynamic Product Ads

Image: PIxabay

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But…at a lower volume of conversions.

CommerceHub Average:• 1200-1400% ROAS• 350-15,000 products

Facebook DPA ROAS > Google DPA

Image: Facebok

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Facebook AudiencesVery similar to Google in types of audiences but choice of placement matters!

Abandoned cart Viewed product page Past purchases

Where Right rail Newsfeed Mobile (and Mobile Audience Network) Structure campaign so that you can bid by placement, product

category and user behavior

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Unless you are also running Facebook Ads for awareness…

Still needs a first time engagement channel (SEO, PPC, Social, Direct)

Cannibalizes other channels with last click attribution– Seen it vary from 12-20% of Google PLA traffic

Use your revenue numbers, not just Facebook’s– FB counts any click in the path that includes Facebook as a

conversion

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How many days should you wait before retargeting?

What we’re seeing at CommerceHub:– 2 days generates the most revenue– 7 days is the second most– 28 days is third– 14 days generates the least

*Using 1 day click attribution for apparel and home goods

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Tips & Tricks for FB DPA Each placement (newsfeed/right rail) needs it’s own ad set

– Structure campaigns so that you can bid by placement, product category and user behavior

– Type of ad varies by placement (size of image, amount of text; can be truncated on mobile for longer headlines)

Start bigger, narrow from there– Seen it vary from 12-20% of Google PLA traffic cannibalize

Watch size of account/campaigns– Too granular is just more work to manage for a marginal improvement in

return Power Editor is your friend

– Bulk actions– Revenue is in the Ad Manager UI

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When Retargeting Is Going to Suck

Image: PIxabay

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If you’re tailoring your audience and excluding placement categories that could conflict, you should be good to go.

Unable to add tags/code to website Fast/short sales cycle Really long sales cycle without proper full funnel tracking Privacy or sensitive verticals like mental health, 12 step

programs, dating Conflicting page content (like on GDN) for what you’re

advertising– Like a sale on vacation packages next to a news article about a

plane crash

Until you’re not.

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When it ruins Christmas.

Source: http://marketingland.com/how-ad-retargeting-ruined-christmas-68708

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Retargeting Resources that Don’t Suck

Image: PIxabay

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Some of my favorites - Facebook

Social Media Examiner Facebook Dynamic Product Ads Set Up Guide

CPC Strategy Facebook Retargeting Guide

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Some of my favorites - Google

Start here:– Wordstream Everything You Need to Know About RLSA– AdWords Academy- Fundamentals for Audiences & Remarketing Lists for

Search Ads– AdWords Dynamic Remarketing Set Up Guide

Then go here:– Certified Knowledge Complete AdWords Audit Part 15- Audiences– Wordstream Remarketing Best Practices Guide– SEL – 10 Common Mistakes Setting Audiences in AdWords

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