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Google Remarketing: Tips for Better Retargeting Learn best practices for reconnecting with your audience wherever they are on the web and drive them back to your website. This session will cover all you need to know from critical set-up considerations to optimization tips for greater performance.
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Google Remarketing Tips For Better Retargeting
Lisa Raehsler SEM Strategy Consultant, Big Click Co. @LisaRocksSEM
6/07/2011
Agenda
• About Me • Retargeting: What/How • Set-Up Considerations • List & Targeting Strategies • Optimizations • Performance Example • Takeaways • Q & A
@LisaRocksSEM
About Me
• Pay-‐per-‐click management, specializing in
– Ecommerce
– Retarge;ng
• Managed over 40 PPC accounts at agencies and client side
• Co-‐founder MnSEM, Ac;ve volunteer MIMA 4+ yrs
• Recent column: Don't Ignore the Nega.ve, ClickZ: hIp://j.mp/mqCjzl
• Training June 29th: hIp://demandquest.com/courses/search-‐analy;cs-‐op;miza;on-‐and-‐success-‐strategies/
@LisaRocksSEM
Retargeting
• Reconnect with consumers that have previously been to your site
• Redirects prospects back
• Keeps your site or product top of mind
• Mul;-‐touches
• Known to be more effec.ve than typical display due to more qualified audience
@LisaRocksSEM
How It Works
Small piece of code placed on adver;ser’s site
Sets a "cookie" in the user's browser
Cookie iden;fies user and instructs the ad network to save website visitors to a retarge;ng list
@LisaRocksSEM
Critical Set-Up Considerations
• Google Display network, accepts
• image ads • text ad • video
• Create mul;ple crea;ve versions of all sizes to maximize reach.
@LisaRocksSEM
Critical Set-Up Considerations
• Adjust the membership dura;on: number of days the cookie stays in the users browser
• Be sure this correlates with the sales cycle of the product
• HoIer prospects may be more recent visitors, but a longer sales cycle will require targe;ng your audience for a longer period of ;me
You will find this se_ng in the “Audience” tab.
@LisaRocksSEM
Critical Set-Up Considerations
• De-‐dupe view-‐through conversions
• Users who clicked on your search ad in the last thirty-‐days won't be counted as a view-‐through conversion
“View-‐through conversion search de-‐duplica;on” can be found in the conversion sec;on of the “repor;ng and tools” tab.
@LisaRocksSEM
List & Targeting Strategies
• The ads can be shown on any website in the retarge;ng network a prospect visits, regardless of the content
• The ads won't be shown to people who are not on the list
• Use different code/cookie for each list you want to target
@LisaRocksSEM
List & Targeting Strategies
• Abandoned shopping cart • Retarge;ng cookie code on the
shopping cart pages only • Serve them with an ad that acts
a gentle reminder to revisit your store
• Reinforce your “buy” offers like "free shipping" or “10% off next purchase”
@LisaRocksSEM
List & Targeting Strategies
• Loyalty • Reaches customers who have
completed a transac;on on your site • Code added to the confirma;on page • Use this to cross-‐sell or up-‐sell to recent
buyers • You'll need to understand your
customer behavior and their repeat purchase paIerns to design the most effec;ve "loyalty" campaign
@LisaRocksSEM
List & Targeting Strategies
• Email • Place code into emails to cookie
those who open it • Placing code on one or more email
landing pages for those who respond
• Ge_ng more qualified leads
@LisaRocksSEM
List & Targeting Strategies
• Mul.ple remarke.ng channels
• Expand reach • Limit to one or two channels • Downside considera;ons:
• Loss of control over global frequency
• Duplicate user targe;ng • Compete against
yourself
@LisaRocksSEM
List & Targeting Strategies • Custom combina.ons • Target your audience by mixing and matching your lists with an
AND/OR/NOT rela;onship. • You can create these in the “Audiences” tab. • For example: to target all non-‐buyers who visited the men’s
category page • select "all of these audiences" to include your “men’s
category” list and • then "none of these audiences" to exclude the purchaser list.
• Combina;ons are endless!
@LisaRocksSEM
Optimization Tips
• What if you are not reaching your full list?
• To find out, calculate the share of users you are reaching
• If the percentage of users you are reaching is low, you are missing opportunity
• In the formula, “5” represents the average number of impressions per one user.
@LisaRocksSEM
Optimization Tips • Your prospect is already qualified, no
need to restrict your campaign geographically
• Remember, you want to reach your users wherever they are which can include all countries and languages
@LisaRocksSEM
Optimization Tips • Increase bids to appear in the Display Network more frequently • Reach more users to drive beIer performance • Display Network bid is set at the ad group level-‐ separate from search
@LisaRocksSEM
Optimization Tips • Segment out specific sites (then exclude them from the master list) based on
performance • If a few sites are yielding the top results, segment them out and customize messaging,
bidding, etc to op;mize results
@LisaRocksSEM
Google Retargeting: Example
• CrumplePop launched retarge6ng:
• 14,000 prospects • 15% of click conversions • 90% of view through
conversions
• 52% of total conversions
Takeaway Points
• Set-up is critical to success • Be creative with Lists • Optimize to take to next level
Thank You
Tips For Better Retargeting
Lisa Raehsler SEM Strategy Consultant, Big Click Co. [email protected] (612) 424-1SEM @LisaRocksSEM www.linkedin.com/in/lisarockssem
Google Remarketing