Make Your Remarketing More Than an Echo

Elizabeth Marsten, Director of Paid Search@ebkendo

@ebkendo

• Seattle, WA• 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• And…

@ebkendo

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Why Remarketing is Essential to Paid Search

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.

Thomas Smith: Successful Advertising

The Rule of 7

• 1930s Movie Industry– Created to determine number of times needed for

message to “stick”• Advancements in Ad Types

– Radio advertising– Print (magazines – Fortune, Advertising Age)

• Additional Placements– Sports– Politics

Frequency & Force

“History: 1930s”, Advertising Age, September 15, 2003

Remarketing Going Digital = More Efficient

• Average CPC/CPA– Lower on average, regardless of vertical

• Segmentation– Ability to segment and target site behavior, demographics and 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

Why Didn’t They Buy in the First Place?

What Do You Want Them to Do Next?

» Buy» Buy Again» Continue a Conversation (awareness)» Store Visit» Engage (social share)

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 creatives go with which behaviors

» Dynamic Messages and images populate based on user’s past behaviors

Types of Remarketing by Channel

Google AdWords

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

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

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

Google AdWords – Dynamic Product Ads

Google AdWords – Dynamic Quick Start

Google AdWords –Retail DPA

Google AdWords – Non-Retail Business Data Feed

Google AdWords – Non-Retail Business Data Feed

Overall Best Practices

» Don’t be afraid to use custom audiences or Smart Lists Major reseller, RLSA Smart List is out performing cart abandoners

» Use frequency capping» 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)

Overall Best Practices

» Be sure to check the box…

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 – use Conversion Optimizer

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”

Getting Buy In

» 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)» Increase conversions from cart abandoners post» PPC Chat conversation

The AdWords Waiting Game

» For cart abandoners 24 hours tends to have highest rate of return Everything else tapers off at various intervals after that

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

How many days should you wait before remarketing?

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 searches 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 for Competitive Markets

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

RLSA & Dynamic Together

Facebook Dynamic Product Ads

Facebook Dynamic Product Ads

» Customer #1 1200% ROAS 350 products

» Customer #2 1400% ROAS 15,000 products

Taken at last click attribution (use with caution), Facebook DPA can have better ROAS than Google DPA, but at a lower volume of conversions.

Facebook DPA - Audiences

» Abandoned cart» Viewed product page» Past purchases

» Keep track of where Right rail Newsfeed Mobile (and Mobile Audience Network) Structure campaigns so that you can bid by placement, product category

and user behavior

Very similar to Google in terms of types of audiences, but choice of placement matters!

Facebook DPA - Caution

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

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

» Use your revenue numbers, not just Facebook’s Counts any click in the path that includes Facebook as a conversion

Unless you are also running Facebook Ads for awareness and traffic…

The Waiting Game

» What we’re seeing 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

How many days should you wait before remarketing?

Tips & Tricks

» Have each placement (newsfeed/right rail) have 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 for

mobile for longer headlines)

» Start bigger, narrow from there You need enough data to be able to

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

» Power Editor is your friend Bulk actions: uploads, campaign creation, bid changes Revenue is in the Ad Manager UI But…stuff is always changing

When Remarketing Isn’t For You

When the Echo Fades

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

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

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

If you’re tailoring your audiences and excluding placement categories that could conflict, you should be good to go, but as with all things PPC – one size doesn’t fit all.

Resources

Remarketing Resources

» Wordstream Remarketing Best Practices Guide» AdWords Dynamic Remarketing Set Up Guide» Wordstream Everything You Need to Know About RLSA» Social Media Examiner Facebook Dynamic Product Ads Set Up

Guide» SEL - 10 Common Mistakes Setting Audiences in AdWords» Dynamic Remarketing case studies from Google (ModCloth &

Sierra)

Some of my favorites to help keep the echo going…

Thank You!

@ebkendo