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Keys to Successful Remarketing
Amy Bishop | Clix
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That One Slide
• PPC Manager 6+ years• Travel Enthusiast• Loves cat memes. Okay, any memes.• Twitter: @Hoffman8
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4 Keys to Successful Remarketing
• The Why• The Who• The How• Putting It All Together
Practical Strategies for Selling Tickets in a Social World
The Why
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What’s The Goal?• Keeping Consumers Engaged Throughout A Long
Buying Cycle• Net New Sales/Leads• Bringing Back Previous Buyers• Prospecting (lookalikes)• Announcing New Products• Re-engaging Consumers
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“Because Remarketing?”
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“Because Remarketing?”
Not a Goal!
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Find Middle Ground with Consumers
• What Problem Will You Solve?• What Do You Have That They Need or Want?• Why Should They Choose You?
The Answers To These Questions Will Help You Target Your Campaigns & Deliver Helpful Content.
Practical Strategies for Selling Tickets in a Social World
The Who
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Your audience is a pool of *individuals*
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Out With the Old!
• Remarketing everyone that hits the home page
• Using the same ads and same landing pages for every visitor
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Remarketing Lists Should Be Informed
• Consider the information you can garner from:
• Pages visited
• Source/Medium/Campaign Information
• Actions that taken on site (events, goals, conversions)
• Location
• Demographics
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Example Lists
• People that have logged into a loyalty UI
• Completed a Micro-Conversion
• Visited a Page That Speaks to Their Needs (Product, Industry)
• Remarketing Lists for Channels that Don’t Offer Remarketing
• Hyper-Local Lists
• Layering Lists For Specificity
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Wait What Did You Say About Channels That Don’t Offer Remarketing?
Using Google Analytics Lists You can Retarget Sources like LinkedIn that don’t offer Remarketing.
Tag campaigns with utms & use that to segment audiences.
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Custom Audiences
• Build audiences based upon email lists and any information attached to the email.
• Lists Could Be Comprised of:
• Reminders for Seasonal Businesses
• Recurring Needs
• Leads that haven’t closed
• Loyalists
• Demographics
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Performance Lift
Not surprisingly, segmented lists tend to perform much better than sitewide remarketing.
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But What About the People That Don’t Fit Into a Tightly Segmented List?
Key Takeaway: Target as narrowly as possible without leaving money on the table.
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Tips For Your Catch-All Campaign
1. Use a separate campaign so that you can control budget individually
2. Exclude lists that are utilized in other remarketing campaigns
3. If your catch-all list is significantly bigger than the culmination of your other lists, you should be doing more on-site to improve segmentation
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Your Primary Conversion is Your #1 Goal but If You Can’t Get That, Get *Something* That
Will Help You Plan Your Next Move.
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Not Everyone is Going to Buy…. No Matter How Many Times You Remarket Them
Little known fact:
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The Secret Remarketing Guru
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Know When to Hold ‘Em
• Build Audiences Deliberately
• Create a User Experience that Facilitates Learning
• Use Your Data to Segment and Layer Lists
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Know When to Fold ‘Em
Build audiences with the sole purpose of exclusion.
Example: create lists based upon time on site, etc. in Google Analytics
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Previous Purchasers Shouldn’t Always Be Excluded! • Sell Add-Ons or Upsell• Promote Sales• Bring In-Store, When Nearby• Promote Product Announcements/Releases• Promote Seasonal Products or Recurring Needs
Practical Strategies for Selling Tickets in a Social World
The How
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Remarketing Channels• Display Remarketing• Dynamic Remarketing• Remarketing Lists for Search Ads (RLSA)• Remarketing Lists for Shopping (RPLA)• Remarketing for Dynamic Search Ads (RDSA)• Social Remarketing
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Display & Dynamic Remarketing
• Great for providing a visual reminder• Can generate a lot of impressions • More of a Push mechanism than
most other remarketing options• Can be used to generate
awareness
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Remarketing Lists for Search Ads
• Bid up valuable lists within search campaigns• Exclude lists from non-RLSA• Typically lower CPCs & CPAs than non-RLSA campaigns
A Stealthy Way To Keep Yourself Top of Mind.
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Remarketing Lists for Shopping Ads• Similar to RLSA except for Shopping• Noted a 50% Decrease in CPA compared to the
same products in the regular campaign• Can be a great way to leverage loyalist & previous
purchaser lists.
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Remarketing for Dynamic Search Ads
RDSA is great for query mining… with a safety.
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Social Remarketing• Another Push Channel• Great for Mobile Reach• A Lot of Different Ad Formats• Also Great for Prospecting: Social Engagement Can
Help Provide Trust & Expand Reach & Lookalike Audiences
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An eMarketer Study found that 66% of People Will Research a Brand After Hearing About it via Social Media
& 35% Will Go On to Make a Purchase.
http://www.emarketer.com/Article/Social-Promoters-Power-Brand-Engagement/1012758
Practical Strategies for Selling Tickets in a Social World
Implementation
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Albert Einstein’s Remarketing Insight
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The Experience
Customize Ads and Landing Pages Based Upon the Information You’ve Used to Create Lists
The more you know the better you can deliver.
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Remarketing Ads Should Be Helpful
Said No One Ever.
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Align Messaging With Consumer Needs/Interests
• Product or Category they Viewed• Seasonal Promotion, Product, Service or Event• New Products• Accessories to Things They’ve Purchased• Sale or Promotion
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Example:
• Client Services a Broad Range of People/Roles• Determined That Performance is Stronger Ads Align
With Role• Build Lists Based Upon Role & Deliver Ads & Landing
Pages That Align With The Lists
Client Found The CPA to Be As Much as 75% Lower When Ads & Landing Pages Were Specific To Consumers
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No Promo? No Problem!
Highlight your understanding of their needs + your value:• # of Happy Customers, Years in Business• Ratings• Ease and Convenience• Warranty/Return Policy
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Using Remarketing to Guide Consumers Down The Funnel
• Build Out Your Funnel In a Series of Micro-Conversions• Add and Exclude Users to Lists As They Complete
Micro-Conversions
Note: Works Best With Long Sales Cycle and High Margin Products. Must Keep An Eye on ROAS.
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Get Real Weird With It(but like.. In a good way.)
Practical Strategies for Selling Tickets in a Social World
The 4 Keys To Successful Remarketing
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Be as Specific As Possible
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Know Who to Remarket and Who to Let Go.
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Choose The Right Channel For Your Goals. Or Use them All!
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Customize The Experience When Possible.
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OUR CONTACT INFO
CLIX Marketing217 La Grange RdPewee Valley, KY40056
Tel :502.442.2776Fax :502.805.0643Web: clixmarketing.com
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