Google - Remarketing

Google Confidential and Proprietary

Remarketing

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Search Drives Traffic to Your Site — Then What?

• 88% of online customers have recently put an item in a shopping cart and abandoned it*

• Only 4% of UK Retail shoppers convert in a given site visit**

• Travelers typically use 3.4 websites when shopping for travel***

*Source: Forrester, 2010 **Source: Coremetrics, 2008 ***Source: PhoCusWright‟s Consumer Travel Report, Second Edition


Remarketing on the Google Display Network

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Re-engage site visitors with measureable performance at a massive scale.


How It Works: Create Lists of Users Who Visit Your Site

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Step 3:

Create lists of users who visit these pages

Step 2:

Customers visit key pages on your site

Step 1:

Insert a few lines of code onto key pages

Soccer Shoes


How It Works: Show Your Site Visitors Ads on the Web

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Step 4: When a user on a

list browses pages

on the Google

Display Network,

they‟ll see your ad.


Parallels to Search

1) You know exactly what the person is interested in

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Searching on Google Browsing on your website

AcmeWidgets.com

Acme Widgets

Acme Widgets

Widgets! Acme has all the best widgets At the lowest prices www.acmewidgets.com

Acme Widgets Acme has all the best widgets At the lowest prices www.acmewidgets.com


2) Own your customers to keep competitors at bay

Parallels to Search

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Bid on your brand terms to keep them from clicking a

competitor‟s ad

Show ads to website visitors who may be

comparison shopping and ensure they see your ad,

not a competitor‟s.

Widget Consumer Reports

Acme Widgets

Acme Widgets

Widgets! Acme has all the best widgets At the lowest prices www.acmewidgets.com

Acme Widgets Acme has all the best widgets At the lowest prices www.acmewidgets.com

Only the Best Widgets in Town www.acmewidgets.com

Only the Best Widgets in Town www.acmewidgets.com

Google Confidential and Proprietary 8

Measure Combined Performance: Overall Conversions Overall ROI

YOUR WEBSITE

REMARKETING

SEARCH

OTHER DISPLAY

Complete the Sales Cycle

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

Remarketing gets you more out of the dollars you‟re already spending.


Client Testimonials

— Jon Simmons, Principal of online marketing agency ClearSearch | media

“Remarketing is a great opportunity to win back those users that

we‟ve already driven to the site through other advertising campaigns.”

“Google AdWords Remarketing is „one of the most successful‟ initiatives

for InterContinental Hotel Group.”

“At nearly every level Remarketing is developing into a cost-elective

method for Yankee Candle Company to deliver additional conversions

from its website.”

—Michael Menis, Vice President of global interactive marketing for InterContinental Hotels Group

—Holly Sanderson, Sr Pay-per-click Manager @Website Publicity (SEM Agency for Yankee Candle)


Creative Ease

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Get started with simple text ads, or create image and rich media ads for free with Display Ad Builder. Customize ads based on what page the user has viewed

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We‟re able to closely tailor the message in our ads to the site the user is viewing

-- Paul Langtry, Managing Director, ClearSearch | media


Display Advertising is Increasingly Focused on Audience

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

2008 2009 2010 2011 2012 2013 2014

US Behaviorally Targeted Online Advertising Spending, 2008-2014 (As % of Display) In 2014, behavioral

(audience) buying is forecasted to constitute 20% of display advertising.

Emarketer, January 2010


Remarketing is the Most Important Buying Signal to Advertisers and Agencies

4%

26%

27%

27%

51%

70%

0% 20% 40% 60% 80%

Day-part signals

Location-based signals

Interest-based signals

Contextual signals

Audience signals (a.k.a. "third party" data)

Remarketing signals (a.k.a. "first party" data)

% Respondents Answering Most Important or Very Important (5-point Likert Scale)

Most important/very important filters or "signals" to advertisers/agencies

Source: Digiday and Google, Real-Time Display Advertising State of the Industry, February 2011, total survey respondents n=371, media buyer n=110, question respondents n=50


Appendix

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Use “Audience” to Improve All Your Display Campaigns

Tailor your creative message (text or display) to sub-groups within your target audience

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One advertiser achieved 287% CTR lift by tailoring creative to males and females

Audience composition reports show you the interests and demographics of the … 1) people on your remarketing lists and 2) those people who clicked/converted on any of your GDN campaigns


Core Benefits of Remarketing on the Google Display Network

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Reach and Depth

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On average, we see 84% of the users on a list within a month on our Network. Reach them multiple times a day, week or month, across dozens of high-quality sites.

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Potential customers will see your banner ad on over 80% of the Internet, making it look like you‟re spending hundreds of thousands, if not millions of dollars on advertising.

-- Michael Edwards, Partner, Online Performance Marketing

*Monthly reach based on average across lists with 30-day cookie expiration windows


Reach Your Visitors As Soon As They Leave Your Site

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Our analysis shows that the more recently a person visited your site, the more likely they are to click your ad.

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Start showing ads to visitors just minutes after they leave your site, for maximum performance. No lost opportunities


Flexible Bidding Options

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Define your bidding strategy with CPC or CPM bids, and adjust at any time. Auction pricing means higher ROI. Use Conversion Optimizer to hit target CPA goals.

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At nearly every level Remarketing is developing into a cost-effective method for Yankee Candle Company to deliver additional conversions from its website.

-- Holly Sanderson, Sr Pay-per-click Manager @Website Publicity (SEM Agency for Yankee Candle)


Real-Time Optimization

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Our real-time optimization algorithm raises or lowers bids automatically for each impression based on a predicted click-through rated to maximize clicks at the lowest possible price for each click.

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International Hotels Group tested remarketing on the Google Display

Network against other networks and found that Google‟s solution delivered at 21% higher click-through-rate than the competition.


Ease of Use

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Manage your remarketing lists within your existing AdWords account. Simple conversion tracking for measurable ROI.

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Remarketing with Google is not only improving the performance of our campaigns, it‟s much easier than anything else out there.

-- Stefano Santinelli, CEO Tutti.ch (Schibsted Classified Media Switzerland)


Customized Audiences

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Create custom audiences using any combination of your remarketing lists. Industry leading flexibility and simplicity.

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The ability to segment like that is fantastic.

-- Steve Groenier, Vice President of search marketing and customer service at Artbeads.com


Targeting Combinations

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Target with even more precision by layering on other targeting methods to increase conversion rates and ROI.

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Transparency, relevant reach, and last but not least the granular targeting possibilities enable us to achieve continuous profitable growth via this highly efficient channel.

-- Michael Neuner, CEO admatics.com


Creative Ease

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Use simple text ads, or create image and rich media ads for free with Display Ad Builder. Update or modify your creative in seconds.

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We‟re able to closely tailor the message in our ads to the site the user is viewing

-- Paul Langtry, Managing Director, ClearSearch | media.

Google - Remarketing

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