10 Killer Hacks for Remarketing Success

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800.939.5938

SARAH WYLAND

SCOTT GARRETT

SEARCH MOJO @SEARCHMOJO

SEARCH-MOJO.COM

800.939.5938

SEARCH-MOJO.COM @searchmojo #mojowebinar

Sarah Wyland

Account Manager

Search Mojo

Follow on Twitter: @Sarah_Wyland

Scott Garret

Account Manager

Search Mojo

Follow on Twitter: @ScottGarrett89


• Search engine marketing firm founded in 2005

– Search engine optimization (SEO)

– Pay-per-click advertising management (PPC)

– Social media advertising

– Online reputation management

• Headquartered in Charlottesville, VA

– Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more


• Remarketing lets you show ads to users who have

previously visited your website as they browse the Web.

• A remarketing list is a collection of cookies from people

who visited your site.

– You can start creating lists at anytime, but they'll only start

getting visitors after the remarketing tag is on your site.

• Paste the remarketing code into every page of your website

• Build remarketing lists based on characteristics found

within your URL.


• A must for B2C ecommerce sites

– Automates the process for specific product level remarketing

• Currently only available on AdWords

– Uses your Google Merchant Center Feed

• Allows you to easily deliver highly relevant ads to

specific areas of your site visitors

– Product viewers

– Shopping cart abandoners


• Your Google Merchant Center Feed is your

best friend

– Keep it updated

• Correct product IDs

• Relevant product titles

• Concise product descriptions

• Correct Price

• High quality product images!


• Product specific ads


• Lists that contain members for up to 540 days on the Display

Network and 180 days on Google Search Network

– Go big – keep site visitors in their respective lists for as long as possible

• Build them early - you’ll be glad you did!

– Consider upcoming promotions, site structure, etc. when deciding what to build

• Make them granular

– Ex. Product Type, Brand Names

Vegetable

seeds get a

remarketing

list…. …And so do

all the

vegetables!


• They pay off when you

need them the most

– Seasonal Promotions

– Flash Sales

– High Value Coupons

• Promote, Promote,

Promote

– Targeted Audience right

there waiting for your ads

• Flash sale on winter coats?

There’s an audience for that!


• Google’s Ready Creative Ads make it easier than ever to create a

Display Network Ad using your own URL

– Plug in your URL and allow Google to create the ad for you

– Can edit headline, description, button color, CTA, display and

destination URLs, image, etc.


• Got a coupon to promote?

• Use the coupon’s URL to create an ad that looks like

the coupon.

– Remarket to your audience

that has previously viewed

coupons and/or the product,

brand, etc. advertised


• Google AdWords gives users the opportunity to

combine remarketing lists with other targeting

factors such as

– Topics

– Age

– Gender

– Etc.

• Combining remarketing lists with known

demographics or topics provides an extremely

niche audience.

• Can also exclude topics, ages, etc. to ensure

the most custom audience possible.

“Them”


Remarketing

Age Gender

• Remarketing List – Winter Coats

– 50,000 people

• Gender

– Female

• 35,000

• Age

– 18-24

– 24-34

– 35-44

• 28,000

• A targeted audience of 28,000

28,000


• Create Remarketing lists for Conversion

Actions

– Ex: Store Locator, Current Ad Views, Coupons,

Coupon Prints, Inventory Locator

• Potentially results in in-store conversions

such as purchases and coupon redemption

• By remarketing to users who have

previously viewed a client’s coupon page,

coupon prints increased 103% in one month


• Traditional search advertising

– Expensive

– Very Competitive

• Solution?

– LinkedIn


• First:

– Use LinkedIn targeting features to capture

your niche audience

• Next:

– Remarket to them across the web on the

Google Display and AdRoll Display Networks

(which includes Facebook).

• Then:

– Sit back and watch the sales come in


• RLSA (Remarketing Lists for Search Advertising) – Compete on the Google Search Network

• Target only your niche


• RLSA can also be used for exclusions

– Saving you time and money by ensuring you

are not advertising to current users searching

for the login page


• So pay for them!

– Bid higher on the people you know have converted or are more likely

to convert

• Broad keywords can be

expensive – but if you’ve got an

audience that you know

converts, it’s money well spent

– Smaller audience, but higher click-

through and conversion rates

– Better ROI


• We’re selling horse feed

– Remarket to ‘equine’ audience

• 26,000 members

– The (broad) keyword “horse feeds” has:

– Not bad – we’re getting a very targeted audience on a broad

keyword – and that audience is converting.

With Remarketing Without Remarketing

CTR 2.81% 0.93%

Conversions 5 1

Conversion Rate 25.00% 25.00%

Cost-Per-Conversion $5.01 $3.03


• Consolidating remarketing efforts

– Google’s DoubleClick joining FBX (Facebook

Exchange)

– In the future will Google give AdWords access

to the FBX?


Contact Search Mojo:

Sean McCusty

800-939-5938 ext. 116

[email protected]


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Marketing Channels

December 12, 2013

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Register today at

www.search-mojo.com/SEO

Janet Driscoll Miller

President and CEO

Search Mojo


Google+: +Search Mojo

Twitter: @SearchMojo

Facebook:

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Sarah Wyland

Twitter: @Sarah_Wyland

Google+: +Sarah Wyland

Scott Garrett

Twitter: @ScottGarrett89

Google+: +Scott Garrett

10 Killer Hacks for Remarketing Success

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