The Retargeting Rules: 15 Tactics To Dominate Q4
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Transcript of The Retargeting Rules: 15 Tactics To Dominate Q4
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#thinkppc&HOSTED BY:
THE RETARGETING RULES:
15 TACTICS TO DOMINATE Q4
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#thinkppc
Presenters
• Andrew Mera– Account Lead at 3Q
Digital
– @AndrewMera
• Eric Couch– Senior Account
Manager, Education at Hanapin Marketing
– @ecouch11
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#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your tweets.• Or use the webinar question box to send us questions.
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#thinkppc
Live Poll Question #1
How long have you been in PPC?
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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#thinkppc
Live Poll Question #2
How do you manage your account(s)?a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.
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Tactic #1: Know Retargeting Importance
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Tactic #2: Optimize for ROI
Utilize all sizes
Clear conversion path
Extend list duration
Geo targeting expansion
CPCCompelling ads
Capture full conversion value
Optimize ad copy/bids for subsets
CVR
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Tactic #3: Maximize Retargeting By Layering
AdWords Lists
Google Analytics
Dynamic Remarketing
Regular Display
Targeting
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Tactic #4: What type of click are you?
Same list can different behavior in different parts of the account
Brand Visitors and Converters 22.78$ Brand Total 13.38$ Non-Brand Visitors and Converters 62.06$ Non-Brand Total 100.04$
Informational ? Navigational ? Transactional
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Tactic #5: RLSA Performance
Visiting the site alone is a powerful qualifier.Scale is significantly lower
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Tactic #5: Expand Search Remarketing
• Combine Dynamic Search Ads and Broad with RLSA for scale + relevancy
• Competitor terms• Open up match types to
grab that extra volume
Action Item!Make sure that your RLSA campaign is not a mirror of your regular search campaigns
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Tactic #6: Remarketing for Dynamic Search Ads
• Did you know: you can also apply the principles of an RLSA campaign to Dynamic Search Ads?
• Gives you the benefits of RLSA, combined with the power of dynamically-generated product ads!
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Tactic #6: Remarketing for Dynamic Search Ads
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Tactic #6: Remarketing for Dynamic Search Ads
• Make a DSA campaign as you would normally.• Add your remarketing audience (either in “All
campaigns”, or via the AdWords editor)• Select “Bid & Target”- this makes sure you’re
only targeting previous site visitors.
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Tactic #7: Modify Your Bids for Content
Within one ad group you set:• Remarketing: Target and bid• Topics: Bid only
Target and bidYour ads are eligible to show to every user in your list
Bid onlyAdjust your bids up or down depending on the content of the webpage
Remarketing Topics+25%
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Tactic #8: Use GDN to Farm User Information
Behavioral Thematic
Action Item!Superimpose additional “bid only” Targeting in your Remarketing Display
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Tactic #9: Conversion Time Tag
Revenue Increases with Time
Cookie Window?
Seasonality and Promotions
Action Item!Know your Average Click to Conversion Numbers
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Tactic #9: Conversions & Consumer Behavior
Shallow Heavy
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Tactic #10: AdWords vs. Analytics Lists
• AdWords Remarketing Lists have come a long way!– Remember the bad old days?– Page-specific lists, etc.
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Tactic #10: AdWords vs. Analytics Lists
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Tactic #10: AdWords vs. Analytics Lists
• But Analytics still has an edge…– Can segment users by pages visited.– Can segment users by conversion goal (i.e. did
they engage with the site for longer than “X” seconds? Or view a product video?).
– Can segment users by unique custom segments using Analytics metrics/dimensions.
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Tactic #10: Analytics vs. AdWords Lists
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Tactic #10: Timing vs. Engagement
0 to 3 Days 4 to 7 Days 8 to 14 Days 14 to 30 DaysVisitors 5 4 3 2Category page 6 5 4 3Product Page 7 6 5 4Shopping Cart 8 7 6 5
Action Item!Create lists and combine lists to reflect your funnel
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Live Poll Question #3
What is your preferred retargeting platform?#thinkppc
a) FBX
b) RTB
c) RLSA
d) Other
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Tactic #11: Frequency Capping
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Tactic #11: Frequency Capping
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Tactic #11: Frequency Capping
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Tactic #12: Landing Pages
• Are you sending your visitors back to the same landing page?– If so, why? They’ve already been there!
• Try a different page, or a page with altered content.– They’ve already done their research on what the
product is. Focus on selling it!
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Tactic #12: Landing Pages
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Tactic #12: Be Exclusive
• Who you exclude can be just as important as who you include.– Targeting “All Visitors” versus “All Non-Converting
Visitors”– Targeting “All Video Viewers” versus “All Video
Viewers who Liked the Video”• i.e. Don’t pay to advertise to people who hate you!
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Tactic #13: Be Exclusive
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Tactic #13: Be Exclusive
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Tactic #13: Be Exclusive
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Tactic #13: Be Exclusive
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Tactic #14: YouTube Retargeting
• Why should I give YouTube Retargeting a try?– Can utilize your existing video assets.– Interfaces with AdWords.– Safer than regular YouTube advertising.– Can play video ads across the web.– Can include a CTA overlay for direct response.
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Tactic #14: YouTube Retargeting
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Tactic #14: YouTube Retargeting
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Tactic #14: YouTube Retargeting
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Tactic #15: Other Platforms!
• Twitter• Facebook• AdRoll• Retargeter• Criteo• Steelhouse• And more!
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Tactic #15: Other Platforms!
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Tactic #15: Other Platforms - Twitter
• Why should I give Twitter Retargeting a try?– It’s more retargeting, first and foremost.– Allows for safe expansion in to a new platform.– Multiple ad formats
• Promoted accounts• Promoted tweets, which retain full tweet functionality• Twitter cards
– User base.
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Tactic #15: Other Platforms - Twitter
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Tactic #15: Other Platforms - Twitter
• Promoted account retargeting:
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Tactic #15: Other Platforms - Twitter
• Promoted tweet retargeting:
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Tactic #15: Other Platforms - Twitter
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Tactic #15: Other Platforms - Facebook
FBX
• Dynamic creative? Yes. (Great for travel and eCommerce.)
• Desktop-only inventory
• Work with third party to implement
Website Custom Audiences
• Dynamic creative? No.
• Can be seen on desktop and mobile
Facebook offers two options to retarget people who have visited your website:
• Implement directly through Facebook
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Tactic #15: Other Platforms - Facebook
FBX
• Offline conversion tracking? No.
• DSP segmenting and targeting; no ability to overlay Facebook targeting
• RTB (real-time bidding)
Website Custom Audiences
• Offline conversion tracking? Yes.
• Can overlay Facebook targeting
Facebook retargeting comparison, continued:
• oCPM bidding
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Tactic #15: Other Platforms - Facebook
Website Custom AudiencesBest practices/use cases
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Tactic #15: Other Platforms - Facebook
4 Holiday Strategies
1. Product-level retargeting: Re-engage website visitors based on the products, services, or destinations they last viewed.
Create a new Custom Audience based on a segment of visitors who viewed a category of products. Re-engage visitors with tailored creative, incentives, or an offer.
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Tactic #15: Other Platforms - Facebook
4 Holiday Strategies
2. Retarget Mobile App Users on Desktop: Find people in the research stage, and connect the dots to enable conversions on a more purchase-friendly device.
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Tactic #15: Other Platforms - Facebook
4 Holiday Strategies
3. Retarget Website Visitors on Mobile: Create a Custom Audience of website visitors from desktop devices who have abandoned during the final stages of the shopping process.
Retarget those users with geo-specific mobile campaigns. Use calls to action in your ads to drive users to a nearby retail location and purchase your products.
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Tactic #15: Other Platforms - Facebook
4 Holiday Strategies
4. Cross-Sell/Upsell to Existing Customers: Create new segments based on converting visitors. Re-engage customers on Facebook with an offer for a complementary or adjacent product or bundle.
Include loyalty incentives (coupons, etc.), and stretch those conversions well into Q1.
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Tactic Recap!• Tactic #1: Know Retargeting
Importance
• Tactic #2: Optimize for ROI
• Tactic #3: Maximize Retargeting By Layering
• Tactic #4: Know what type of click you are
• Tactic #5: RLSA Performance
• Tactic #6: Remarketing for Dynamic Search Ads
• Tactic #7: Modify Your Bids for Context
• Tactic #8: Use GDN to Farm User
• Tactic #9: Conversion Time Tag
• Tactic #10: AdWords vs. Analytics Lists
• Tactic #11: Frequency Capping
• Tactic #12: Landing Pages
• Tactic #13: Be Exclusive
• Tactic #14: YouTube Retargeting
• Tactic #15: Other Platforms
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Live Poll Question #4
a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)
b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month)
c.) No Thanksd.) Both
Would you like help with your PPC accounts and management? I’m interested in:
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Live Q&A Time!
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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
3Q Digital Feedback: [email protected]