SES
-
Upload
lance-wilson -
Category
Documents
-
view
14 -
download
2
Transcript of SES
The ORIGINAL Search Marketing Event
#SESDenver
Follow. Reach. Convert.
Lance WilsonCabela’sPaid Search Program Manager
@twitterhandle
#SESDenver
@crestonwave
@twitterhandle
#SESDenver
@crestonwave
• Kept track of customers on file cards in a shoe box
• Fly customers then received mini flyers of an ever expanding list of outdoor products other than flies
@twitterhandle
#SESDenver
@crestonwave Remarketing ListsFishing ListHunting List
Camping List
@twitterhandle
#SESDenver
@crestonwave
What If….?
Hunting List
Hunting Campaign #1
Hunting Campaign #2
Hunting Campaign #3
Bid Modifier
Hunting List
Camping Campaign #1
Camping Campaign #2
Camping Campaign #3
Bid Modifier
@twitterhandle
#SESDenver
@crestonwave
Or…..
@twitterhandle
#SESDenver
@crestonwave
User List Campaign Name Impressions Clicks Delta CTR
Fishing Fishing 5,273 257 88%
Hunting General Camping 2,068 97 108%
Hunting General Fly Fishing General 1,786 144 127%
Clothing General Fly Fishing General 1,722 145 150%
Clothing General Fishing Jigs 1,667 37 13%
Fishing Fishing General 1,557 103 100%
Clothing General Fishing Reels 1,535 63 60%
Clothing General Fishing General 1,510 96 83%
Hunting General Fishing Tackle 1,401 78 133%
Hunting General Boating Trolling 1,373 44 29%
Get Results Without Testing
@twitterhandle
#SESDenver
@crestonwave
RLSA
Hunting List Camping Campaigns
50% Bid Modifier
@twitterhandle
#SESDenver
@crestonwaveRemarketing Lists on GDN
Site
Visit
• Someone visits your site• Cookie placed
Leaves Site
• Receives your ad while browsing elsewhereClicks
or Sees ad
• Sees relevant ad • Clicks or awareness created
@twitterhandle
#SESDenver
@crestonwaveRemarketing Lists on GDN
@twitterhandle
#SESDenver
@crestonwaveList Creation Visited a Certain Page
(category, product, promotion, etc)
Visited Multiple Pages – Hunting and Camping page (must use custom combination for RLSA)
Began Checkout
Abandoned Shopping Cart
@twitterhandle
#SESDenver
@crestonwave
• “Rods”• “Coleman”• “Hunting”• “Ship_to_Method”• “Receipt”• “/checkout”
URL Contains or Does not Contain
@twitterhandle
#SESDenver
@crestonwave
Remarketing Lists
Hunting List
@twitterhandle
#SESDenver
@crestonwave
Remarketing Lists
Abandoned Shopping Carts Fall Sale
@twitterhandle
#SESDenver
@crestonwaveRemarketing Lists
Women’s Clothing Women’s Anthem
@twitterhandle
#SESDenver
@crestonwaveYouTube Channel Remarketing• YouTube and AdWords account must be linked• Must be in Video Campaigns to create remarketing
list
@twitterhandle
#SESDenver
@crestonwaveYouTube Channel Remarketing
@twitterhandle
#SESDenver
@crestonwaveSimilar Audiences
Browsing activity last 30 days on GDN Automatically finds new potential customers Creates list of similar potential customers using your remarketing list
@twitterhandle
#SESDenver
@crestonwaveSimilar Audiences Use Similar Audience list just as you would a
remarketing list
Remarketing list must already be in account
Look to increase your reach and awareness, but still stay within your mix of customers
Increase the size of your remarketing lists
@twitterhandle
#SESDenver
@crestonwave
=
Converters
Similar Audiences
Similar to Converters
Increased Reach and Awareness
@twitterhandle
#SESDenver
@crestonwaveExtras
Similar Audiences for Display Only
Remarketing for Shopping Campaigns
Google Dynamic Remarketing Google is only network that allows dynamic remarketing for
text ads
@twitterhandle
#SESDenver
@crestonwave
Charlie and The Chocolate Factory