Remarketing on the Google Display Network

Google Confidential and Proprietary

Remarketing on the Google Display Network

1


What is Remarketing?

2

Google Confidential and Proprietary 3

Remarketing on the Google Display Network

3

Reengage site visitors with measureable performance at massive scale.

Google Confidential and Proprietary 4

How it works: Define your strategy

4

Step 1: Let’s pretend you’re a luxury car company. You want to recapture users who visited your site but didn’t enter their zipcode to locate a retailer.


How it works: Create list of users who visit your site

5

Step 3: Create lists of users who visit these pages

Step 2: Insert a few lines of code onto key pages


How it works: Show your site visitors ads on the web

6 6

Step 4: When a user on a list browses pages on the Google Display Network, they’ll see your ad.


Core Benefits of Remarketing on the Google Display Network

7


Ease of use

8

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

8

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

9

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

9

The ability to segment like that is fantastic.

-- Steve Groenier, vice president of search marketing and customer service at Artbeads.com


Reach and depth

10

Reach the majority of the users on your list with the right budget and bidding strategy. Reach them multiple times a day, week or month.

10

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


Efficient pricing

11

Define your bidding strategy with CPC or CPM bids, and adjust at any time. Auction pricing mean higher ROI.

11

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)


Targeting combinations

12

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

12

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

13

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

13

We’re able to closely tailor the message in our ads to the site the user is viewing -- Paul Langtry, Managing Director, ClearSearch | media.


Remarketing addresses fundamental marketing needs

14 14

Own your territory: Keep competitors at bay by pursuing comparison shoppers and reengage existing customers

Low hanging fruit: Target users who have already shown an interest in your brand..


How to Start

15


Next Steps

16

Step 1: Set clear objective and tag your site •  Start with a simple strategy (Tagging “Homepage” and “Thank

You” page are a good place to begin)

•  Google Account Manager will email you a few lines of code

•  Copy and paste the code onto the pages you want to tag

Step 2: Google collects a hot prospects list

•  Tags drop cookies on “Homepage” and “Thank You” page visitors

•  Within 48h Google creates a list of visitor cookies for each site

•  “Homepage” list - “Thank You” page list = “Hot prospects” list

Step 3: Start serving ads to your hot prospects

•  Work with your Google team to make sure you’ve correctly implemented your remarketing tags and have your campaign set up.

Step 4: Reap rewards and scale up

•  Test, learn and scale


Case Studies

17


Google Display Network Remarketing Lowers Overall CPA

CPA for ‘abandoned shopping cart’ list:

18

CPA for ‘purchasers’ list:

“I don’t know where else you can buy such targeted advertising for

such value.”

Steve Groenier, VP, Search Marketing and Customer

Service

22% lower than account average

65% lower than account average


Google Display Network Remarketing Provides Scalable ROI with CPC Bidding

2x daily budget Increased from $1.50 to $5.00

CPC

2x sales while maintaining same ROI


Combine Remarketing with Contextual Targeting for Even Better CPA

20

Jon Simmons, Principal,

ClearSearch | media (Agency)

“Remarketing allows us to add value back into our ‘sunk’ costs. It’s a great opportunity to win back the users we’ve already driven to the site

through other campaigns.

•  CPA was 22% lower than account average

•  CPA was 77% lower than account average for display ads

•  Added keywords for more granular targeting

•  Customized ads to the content user was viewing


Remarketing Offers Flexibility with Custom Combinations

21

41,000 abandoned shopping carts

within 60 days

10% returned to site 600% higher conversion rate than account average

“Yankee Candle recognizes the incremental revenue gain that

Remarketing offers.”

Holly Sanderson, Senior Pay-Per-Click Manager,

@Website Publicity


Google Display Network Remarketing Outperforms the Competition

CTR 21% higher than other networks Adding text ads increased clicks 55%

“Since starting the campaign, we’ve actually doubled the budget due to the performance

we’re seeing.”

Rochelle Turner, Performance Marketing

Account Manager


Remarketing drove the highest conversion rate, lowest CPA for Nexus One

Remarketing ads - 2.3x higher conversion rate and 2.4x

lower CPA

3.2x higher conversion rate for Remarketing display ads than

account average


Google Display Network Remarketing Boosts Sales While Lowering Overall Costs

Remarketing drove 20% of campaign total orders

14% lower CPCs than campaign average

Campaign expense-to-revenue ratios reduced by 14%

“We’re happy with the performance of Remarketing on the Google Display

Network”

Caitlin Rollins, Associate Media Director,

Neo@Ogilvy


Thank You!

25

Remarketing on the Google Display Network

Documents

Transcript of Remarketing on the Google Display Network