Rule 2014 with Remarketing and RLSA
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Transcript of Rule 2014 with Remarketing and RLSA
#thinkppc&HOSTED BY:
RULE 2014 WITH RLSA & RETARGETING
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Presenters
• Susan Waldes– Director Of Client Services at 3Q Digital
– 15 Years Experience in Digital Marketing
– @suzyvirtual
• Carrie Albright– Account Manager at Hanapin
Marketing.
– Blogger at PPC Hero and Hero Conf 2014 speaker
– @Albright_C
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Live Poll Question #2
How do you manage your account(s)?#thinkppc
a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.
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Common Remarketing Problems
• Don’t be creepy! • Institute appropriate frequency caps• Use a kill pixel (i.e. exclude converted users)• Use appropriate cookie lengths• Don’t use creepy messaging
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Common Remarketing Problems
• Other Common Issues• Bid high enough• Make brand prominent in creative• Use the right level of segmentation• Don’t forget text ads!• Don’t forget mobile!
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Audience Strategy
➶ Who to include?• Site interaction Topic• Site engagement Number of pages visited• Conversion process Arrived on contact/shopping cart page but
not completed process➶ Who to exclude?
• Converted visitors• Careers page• Service/Repair/Tech support page
➶ Time length• Sales cycle• Recurrence of need (E-Comm)
Ex. Shoe shopping
Hot Topic
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Audience Strategy - Advanced trick➶ Stagger your exposure
1. Create ad groups for visitor frequency Contact Page 7 Days Contact Page 2wks Contact Page 4wks Contact Page 8wks
2. Set frequency caps for each ad group, such as 3x/week
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Audience Strategy - Advanced trick
➶ Setting your frequency capping in a tier allows you to emphasize the visitors who’ve most recently joined your Remarketing list, while still showing to the longer-term audience.
➶ Similarly, this can be done in an inverted fashion for those products or services that are repeated over a longer period.
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The Right Segmentation
•CPL campaigns – start with visits excluding conversions
• eComm – start with visits (Categories if you have many), Carts and Sales
•Branding – start with visits
Should I Use Hyper-Segmented Audiences?The universal remarketing pixel caused a rush to hyper-segmentation. Instead, start more general and hone in as your data leads you – both for URLs and cookie lengths. Over-complexity keep things from getting off the ground in the early stages.
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Frequency capping strategy
What’s effective remarketing?
When is it just annoying?
When you do actually start to lose on your efforts?
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Frequency capping strategy
➶ Pulling a Reach & Frequency report
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Frequency capping strategy
➶ Setting frequency capping➶ What is the ideal exposure per day/week/month?
Maximum marginal benefit = Your ideal cap
Greatest CTR & CR efficiency
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Frequency capping implementation
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Live Poll Question #3
What's your biggest deterrent from remarketing?#thinkppc
a) The technical setup
b) The Campaign setup
c) Creating audience lists
d) Generating the right ad copy
e) Convincing the client of its value
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RLSA Strategies - Exclusion
Exclusion: Don’t waste money on leads you are already nurturing via excluding converted users from seeing ads!
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Other RLSA Strategies
• Bidding• CPA on new users vs. ROAS on existing• Aggressive competitor bidding• Return visits are typically more valuable – Bid Up
• Messaging: Offers to get the user to pull the trigger• Budget Allocation: Allocate budget for new customers only• Keywords
• Head terms on returning users• Really broad intent terms like “gifts”• Consider dynamic search ads for ecomm sites with lots of SKUs or
other high-content sites• Match Types: Loosen match types on returning users
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Dynamic Remarketing
• “What are they” in 30 words or less
• When do you know it’s time for Dynamic Remarketing?
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Dynamic Remarketing
➶ So you kinda know how these ads work, right?• What does it take technically?
- Adaptation to your current Remarketing code• What does it take in the interface?
- New campaign, new ad groups, and best of all - new ads!!
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Dynamic Remarketing
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Dynamic Remarketing
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I Want More! What Next?
• Similar Users: Works best if you have a fairly clear demographic – make sure to create audience from conversions
Clicks Impressions CTRAvg. CPC Cost
Avg. positi
on Conv CPL CVR
Visitors That Didn’t Convert 23,350 19,662,373 0.12% $2.00 $46,805.33 1.2 531 $88.15 2.27%
Similar Users 9,527 13,809,853 0.07% $2.38 $22,670.83 1.2 312 $72.66 3.27%
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I Want More! What Next?
• Search Companion: Great in B2B and very expensive search auctions• FBX: Reco through AdRoll
CTR CVR CPL
Regular GDN 0.16% 0.10% $712
Regular Remarketing 0.26% 0.49% $613
Search Companion 1.05% 0.57% $370
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Creative alternatives to remarketing
• What to do when Remarketing just doesn’t work?
• What if your client just doesn’t “get it?”
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Creative alternatives to remarketing
Display campaign
Product Brands
Top Converting Brands
Contextual keywords for Brand Topics about Shopping
Interest in Apparel
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Live Poll Question #4
a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)
b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month)
c.) No Thanksd.) Both
Would you like help with your PPC accounts and management? I’m interested in:
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Live Q&A Time!
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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
3Q Digital Feedback: [email protected]