SLCSEM - Remarketing: Using Past Data to Take Your Marketing to 1.21 Gigawatts

#SLCSEM Twitter: @SusanEDub

Remarketing: Using Data From the Past to Take Your Marketing to

1.21 Gigwatts!


Me.π 10 years in digital, including copywriting, editing,

email marketing, social media, paid search & displayπ Paid is my favorite (Sorry, other channels.)π Live in Dallas, TX (I complain about the summer for 5

months.)π Family: Husband, 5 mo. old girl, 3 cats, 1 dog (All

spoiled rotten.)π Disney World fanatic (Married there almost 3 years

ago.)π Sr. Manager at Clix Marketing


Back in my day, sonny…


Is this the extent of your strategy?


Remarketing is:

Right Audience

Right Offer/Mess

ageRight

Timing


Too many advertisers are asleep at the remarketing wheel.


Using methods that don’t fit.


Annoying visitors.


Until they’ve completely burned them out.


Let’s talk about how to not be that guy.


Plug into your business & its metrics


You know things about your business.


Or someone else does.

(…because Google.)


Then, there’s your audience.

What do your users do?

What do you WANT them to do?


You know things about your users, too.


And you know things about your buyers.


Now put on your marketing hat.


Form some selling strategies.π Strategic Incentivesπ Free Trialsπ Post-Purchase Add-Onsπ Deal-Closing Offersπ Upgrades


Form some audience segments.π Cart Abandonersπ Purchasers of X productπ Non-purchasers who visited X page


Hey. We could use this as the start of a blueprint.


Organize audiences, messaging & timing.

Length of Run

User Bucket Free Shipping DiscountNo offer, different

creative Exclude Include (translate to URL) Life of MessageViewed (x) page(s) x Purchasers Viewed Pricing/Features 30 DaysPurchased A: Add-on B x x Non-purchasers Purchased Product A 3 DaysFree Trial x Purchasers Signed up for free trial 5 DaysAbandoned Cart x Purchasers Viewed Cart Total 45 Days

Strategic Incentive URL Mechanics


“Setting up Remarketing feels complicated.”

Remember two things:1. Audiences2. Combinations of those

audiences


Audiences are somewhat baked in for you.


Audience Basics: Abandoned Cart

User Bucket Free Shipping DiscountNo offer, different

creativeAbandoned Cart x

Strategic Incentive


Combinations…you sorta have to figure out.


Got it? OK, now let’s build some customization.


Audience: Re-tapping purchasers


When you put them together you have…


Know What Users Will Need…And What They Won’t


Are the ideas flowing yet?Offline-specific URLs as their own audiencePromotions of add-ons/accessories to what user has purchasedPurchases that expire or are up for renewalFollow up for email sign-upHoliday timing to past purchasers and visitorsVisitors who came from a certain siteRefer-a-friend discounts for purchasers


Starting to see why this is addictive?


Good remarketing is about being relevant in every way possible to the users you have.


As in: Not

creepy. Or boring.

Or irrelevant.

Or ANNOYING

.


Rule #1: Timing


Know when to stop. Use “time to purchase” metrics as a guide.

Make many identical audience buckets with one difference: cookie life

Be thoughtful. Be specific.


Rule #2: Impression/Frequency Caps on Display


Settings -> Advanced Settings


Rule #3: Messaging


Purchasing is a journey

Site visit

Ad creative addressing behavior or perceived

needs

User clicks

Landing page specific to ad message & user path


Rule #4: Relevance


Be specific about who you’re talking to


Go forth and rock out your remarketing


Email: [email protected]

Twitter: @SusanEDub

SLCSEM - Remarketing: Using Past Data to Take Your Marketing to 1.21 Gigawatts

Marketing

Transcript of SLCSEM - Remarketing: Using Past Data to Take Your Marketing to 1.21 Gigawatts