Download - Google Remarketing Lisa Raehsler OMS 2011

Google Remarketing Tips For Better Retargeting

Lisa Raehsler SEM Strategy Consultant, Big Click Co. @LisaRocksSEM

6/07/2011

Agenda

•  About Me •  Retargeting: What/How •  Set-Up Considerations •  List & Targeting Strategies •  Optimizations •  Performance Example •  Takeaways •  Q & A

@LisaRocksSEM

About Me

• Pay-‐per-‐click management, specializing in

– Ecommerce

– Retarge;ng

• Managed over 40 PPC accounts at agencies and client side

• Co-‐founder MnSEM, Ac;ve volunteer MIMA 4+ yrs

• Recent column: Don't Ignore the Nega.ve, ClickZ: hIp://j.mp/mqCjzl

• Training June 29th: hIp://demandquest.com/courses/search-‐analy;cs-‐op;miza;on-‐and-‐success-‐strategies/

@LisaRocksSEM

Retargeting

•  Reconnect with consumers that have previously been to your site

•  Redirects prospects back

•  Keeps your site or product top of mind

•  Mul;-‐touches

•  Known to be more effec.ve than typical display due to more qualified audience

@LisaRocksSEM

How It Works

Small piece of code placed on adver;ser’s site

Sets a "cookie" in the user's browser

Cookie iden;fies user and instructs the ad network to save website visitors to a retarge;ng list

@LisaRocksSEM

Critical Set-Up Considerations

•  Google Display network, accepts

•  image ads •  text ad •  video

•  Create mul;ple crea;ve versions of all sizes to maximize reach.

@LisaRocksSEM


•  Adjust the membership dura;on: number of days the cookie stays in the users browser

•  Be sure this correlates with the sales cycle of the product

•  HoIer prospects may be more recent visitors, but a longer sales cycle will require targe;ng your audience for a longer period of ;me

You will find this se_ng in the “Audience” tab.

@LisaRocksSEM


•  De-‐dupe view-‐through conversions

•  Users who clicked on your search ad in the last thirty-‐days won't be counted as a view-‐through conversion

“View-‐through conversion search de-‐duplica;on” can be found in the conversion sec;on of the “repor;ng and tools” tab.

@LisaRocksSEM

List & Targeting Strategies

•  The ads can be shown on any website in the retarge;ng network a prospect visits, regardless of the content

•  The ads won't be shown to people who are not on the list

•  Use different code/cookie for each list you want to target

@LisaRocksSEM


•  Abandoned shopping cart •  Retarge;ng cookie code on the

shopping cart pages only •  Serve them with an ad that acts

a gentle reminder to revisit your store

•  Reinforce your “buy” offers like "free shipping" or “10% off next purchase”

@LisaRocksSEM


•  Loyalty •  Reaches customers who have

completed a transac;on on your site •  Code added to the confirma;on page •  Use this to cross-‐sell or up-‐sell to recent

buyers •  You'll need to understand your

customer behavior and their repeat purchase paIerns to design the most effec;ve "loyalty" campaign

@LisaRocksSEM


•  Email •  Place code into emails to cookie

those who open it •  Placing code on one or more email

landing pages for those who respond

•  Ge_ng more qualified leads

@LisaRocksSEM


•  Mul.ple remarke.ng channels

•  Expand reach •  Limit to one or two channels •  Downside considera;ons:

•  Loss of control over global frequency

•  Duplicate user targe;ng •  Compete against

yourself

@LisaRocksSEM

List & Targeting Strategies •  Custom combina.ons •  Target your audience by mixing and matching your lists with an

AND/OR/NOT rela;onship. •  You can create these in the “Audiences” tab. •  For example: to target all non-‐buyers who visited the men’s

category page •  select "all of these audiences" to include your “men’s

category” list and •  then "none of these audiences" to exclude the purchaser list.

•  Combina;ons are endless!

@LisaRocksSEM

Optimization Tips

•  What if you are not reaching your full list?

•  To find out, calculate the share of users you are reaching

•  If the percentage of users you are reaching is low, you are missing opportunity

•  In the formula, “5” represents the average number of impressions per one user.

@LisaRocksSEM

Optimization Tips •  Your prospect is already qualified, no

need to restrict your campaign geographically

•  Remember, you want to reach your users wherever they are which can include all countries and languages

@LisaRocksSEM

Optimization Tips •  Increase bids to appear in the Display Network more frequently •  Reach more users to drive beIer performance •  Display Network bid is set at the ad group level-‐ separate from search

@LisaRocksSEM

Optimization Tips •  Segment out specific sites (then exclude them from the master list) based on

performance •  If a few sites are yielding the top results, segment them out and customize messaging,

bidding, etc to op;mize results

@LisaRocksSEM

Google Retargeting: Example

•  CrumplePop launched retarge6ng:

•  14,000 prospects •  15% of click conversions •  90% of view through

conversions

•  52% of total conversions

Takeaway Points

•  Set-up is critical to success •  Be creative with Lists •  Optimize to take to next level

Thank You

Tips For Better Retargeting

Lisa Raehsler SEM Strategy Consultant, Big Click Co. [email protected] (612) 424-1SEM @LisaRocksSEM www.linkedin.com/in/lisarockssem

Google Remarketing