Upload
front-page-advantage
View
305
Download
2
Embed Size (px)
Citation preview
Winning Back Lost Customers
ReMarketing with Google AdWords
Our Niche
Google AdWords
SEO
TAILORED CONTENT
WEBSITE Primary
CASE STUDIES
WHITE PAPERSBROCHURES
SERVICE DESCRIPTIONS
VIDEOCONTENT
SOCIAL MEDIA
DATABASE(S)
Full Marketing Strategy
ON-LINE inbound
OFF-LINE outbound
DIRECT MAIL
ADVERTISING
EXHIBITIONS
REFERRALS
NETWORKING
TESTIMONIALS
Visibility 24/7
EMAIL CAMPAIGNS
Existing Customers New Customers
Google’s mission is to organize the world’s information and make it universally accessible and useful.
UK Population 2014
84% have a mobile phone
70% are online
£728.9 million spent online each week
Online Shopping in 2014
Online Takeover
5% Search
We’re browsing for 95% of time we spent online
Source: OPA and Nielsen Online, Internet Activity Index (IAI), Aug 2010
95% Browsing the Web
Time spent online
But one visit is typically not enough
96%
70%
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
Abandon shopping baskets without purchasing1
Leave a website without converting1
49% Typically visit 2-4 sites before purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sep 2011-Sep 2012) Clickstream BF02 (number of different brands visited)
Remarketing brings them back
YOUR SITE
YOUR REMARKETING ADS
97%
You’ve already paid for media to bring them to your site. Remarketing enables you to close the loop on the conversion
process.
Time is of the Essence
Source: Google 2011
HOURS
CTR (%)
Conversion rate (%)
Click and conversion potential is most concentrated within the first few hours of a
person leaving your site and then being shown a remarketing ad.
What matters is how quickly you can reach them.
How Google Advertising Worksa quick guide
Search Ads
Display Ads
ACME CommunicationsFree first month of cable.Sign up for installation now!www.acmeco.com
How Search Ads Worka quick guide
Search Term
How Search Ads Worksa quick guide
1. Keywords – Matched to Search Term
Campaign
Budget
Location
AdGroups
Family
Senior
Fly-Drive
Keywords
Travel Holiday Vacation Flights
- Russia
How Search Ads Worka quick guide
Search Term Scored Against AdCopy & Webpage
Relevance
How Search Ads Worka quick guide
AdRank Calculation
£Bid + Relevance = AdRank
How Search Ads Worka quick guide
1
2
3
4
5
6
7
8
Organic Results
Paid Ads
AdRank Calculation
How Google Advertising Worksa quick guide
Search Ads
Display Ads
ACME CommunicationsFree first month of cable.Sign up for installation now!www.acmeco.com
How Display Ads Worka quick guide
Display Ad
Display Ad
How Display Adsa quick guide
Targeting
Placement - List of Websites, areas within a site
Contextual - List of keywords found on the page
Demographic - User Profile, Age, Sex, Location
How Display Ads Worka quick guide
Customer Demographic
Keywords in Context
Selected Placement Websites
Ad Group
History of Relevance
+ £Bid =+
Remarketing
Remain engaged with your Target Audience
96%
70% Abandon shopping baskets without purchasing
Leave a website without converting
49% Typically visit 2-4 sites before purchasing
Technically What is Required
A single tag on all of your pages - A short piece of HTML inside the /Body Tag.
How Does It Work
Not all search queries have equal value
Has been to your website
“lease BMW convertible” “lease BMW convertible” “lease BMW convertible”“lease BMW convertible”
Repeat visitors
Conversion rate from search campaigns
Never been to site Previous visitors
0.04
12%
12%Additional lift from Remarketing campaign
• Previous site visitors convert at a rate 3 times higher*
* Illustrative example
Previous visitorsNever been to site
Bring an audience dimension to your search campaigns
Segment past site visitors
Optimise ad text, bids and keywords to those segments
Convert these site visitors as they’re searching for your product or brand on Google
Webpages for Remarketing
Valuable ContentWhite papersCase StudiesGuidelines Checklists
Add to my basket Order
Confirmation
Contact us Thank You
Core Pages Home Page Individual Products
Interest Pages BlogAbout Us
Check Stock in your Area
Find your Local Store
Multiple List Campaigns
Valuable ContentWhite papersCase StudiesGuidelines Checklists
My basket Add to my
basket Order
Confirmation
Contact us Thank You
Core Pages Home Page Individual Products
Interest Pages BlogAbout Us
Check Stock in your Area
Find your Local Store
Cross Selling Campaigns
Valuable ContentWhite papersCase StudiesGuidelines Checklists
Add to my basket Order
Confirmation
Contact us Thank You
Core Pages Home Page Individual Products
Interest Pages BlogAbout Us
Check Stock in your Area
Find your Local Store
Remarketing Campaigns
Search CampaignsWiden the pool of KeywordsInvest more in winning existing customersCraft Ads and Landing Pages of Greater Relevence
Display Campaigns Ads for relevant contentAds that relate to their interests
ReMarketing Search Ads
1. Keywords – Matched to Search Term
Remarketing Campaign
Budget
AdGroups
Known Customer List
Keywords
Travel Holiday Vacation Flights
- Russia
ReMarketing Display Adsa quick guide
Customer Demographic
Keywords in Context
Selected Placement Websites
Ad Group
Known Customer List
+ £Bid =+
Virgin Experience Days
Watchfinder
Watchfinder 1,300% ROI