Post on 28-Jan-2015
description
EASILYDIGESTIBLEDIGITALINSIGHT
#digitalbites @digital_bites
Remarketing: Catching the one that got away presented by James Giles, PPC Manager at Crafted Ipswich-based integrated digital marketing agency
EASILYDIGESTIBLEDIGITALINSIGHT
So what's it all about?
Remarketing is a form of banner advertising
Powerful tool to re-engage with potential customers
So what's it all about?
A number of strategies can be used including • Incentive led • Cross-selling or Up-selling
• Category, product or profession specific • Site wide strategy
So what's it all about?
Highly targeted and controllable
So what's it all about?
How does it work?
One piece of code sits across the whole
of your site
User visits site, cookie is dropped
User gets added to remarketing list
Lists are assigned relevant creative
User visits a website on the GDN
Remarketing ad is served
User clicks on ad (CPC or CPM can be used)
User returns to your site
One piece of code sits across the whole of your site
How does it work?
User visits site, cookie is dropped
User visits site, cookie is dropped
How does it work?
One piece of code sits across the whole
of your site User gets added to remarketing list
User gets added to remarketing list
User visits site, cookie is dropped
Lists are assigned relevant creative
How does it work?
Lists are assigned relevant creative
How does it work?
User visits a website on the GDN
User gets added to remarketing list
User visits a website on the GDN
How does it work?
Remarketing ad is served
Lists are assigned relevant creative
Remarketing ad is served
How does it work?
User clicks on ad (CPC or CPM can
be used) User visits a website
on the GDN
User clicks on ad (CPC or CPM can be used)
How does it work?
User returns to your site
Remarketing ad is served
User returns to your site
How does it work?
User clicks on ad (CPC or CPM can
be used)
PolicyBee PolicyBee has used Remarketing in a number of strategic
ways to re-engage with potential costumers
Increase quote conversion rate
Decrease cost per quote
People who hit the site and do not quote
Homepage-no-quote
People who get a quote but have not bought a policy
Quote-no-policy
Profession-specific-page-no-quote
Profession-specific-quote-no-policy
Results
Cost per quote 17% 24%
26%
Click to quote
Quote conversion paths that involved remarketing
Notcutts Notcutts has used incentive driven remarketing,
which is a great way to get people back to your site.
Use remarketing to help drive increased revenue
Creative - Offer
Creative - Offer
Creative - Offer
Creative - Offer
Overall revenue
Users who bought after being served an incentive led banner
20%
15%
Results
Information from remarketing
Demographics
Gender Age Locations
Information from remarketing
Placements
Get the remarketing tag on your site ASAP It takes time to build lists
Top tips
Define your remarketing strategy What is the objective?
Top tips
Where possible use incentives
Top tips
Use custom combinations to create very specific audiences
Top tips
Mine the data out of the campaign to get a better understanding of the audiences
that are visiting your website
Top tips
Thank you