New opportunities for remarketing

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Akansha Sinha from Google talks about innovative ways of remarketing at BigRock httpX 2013 New Delhi

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  • Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

    New opportunities for

    Remarketing

  • Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

    Agenda

    Remarketing with Google: An overview

    Remarketing list for search ads

    Dynamic remarketing

    Extending the remarketing opportunity

    Case Studies

    1

    2

    3

    4

    5

  • Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

    Your goal is simple: Convert site visitors

    Your website

  • Google Confidential and Proprietary 4 Google Confidential and Proprietary 4

    But one visit is typically not enough

    96%

    70%

    1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010

    Abandon shopping carts

    without purchasing1

    Leave a website without

    converting1

    49% Typically visit 2-4 sites before

    purchasing2

    2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)

  • Google Confidential and Proprietary 5 Google Confidential and Proprietary 5

    Remarketing gives you that second chance

    To bring past visitors back to your site to convert

  • Google Confidential and Proprietary 6 Google Confidential and Proprietary 6

    Three advantages of Remarketing with Google

    Convert site visitors with one site-wide tag

    Cross Search & Display

    Tailored Creative

    Customize text and display ads

    Transparent & Accountable

    Get full visibility into placement and price

  • Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

    One tag enables remarketing across search and

    display

    Dynamic

    remarketing

    Remarketing lists

    for search ads

  • Google Confidential and Proprietary 8 Google Confidential and Proprietary 8

    Tailored ads relate to your site visitors past experience on search and on the web

    Search Customize ad text with relevant

    offers informed by past actions on

    your site

    Display Deliver ads tailored on the fly

    that resonate with visitors experiences on your site

    ACME Communications

    Free first month of cable.

    Sign up for installation now!

    www.acmeco.com

  • Google Confidential and Proprietary 9 Google Confidential and Proprietary 9

    Benefit from transparent and accountable

    remarketing campaign

    Know exactly how youre performing

    Performance

    Placement

    Know exactly where your ads are

    appearing

    Price

    Know exactly what youre paying

  • Google Confidential and Proprietary 10 Google Confidential and Proprietary 10

    Agenda

    Remarketing with Google: An overview

    Remarketing list for search ads

    Dynamic remarketing

    Extending the remarketing opportunity

    Case Studies

    1

    2

    3

    4

    5

  • Google Confidential and Proprietary 11 Google Confidential and Proprietary 11

    Remarketing amplifies your initial investment

    By adding conversions on top of your initial ad spend

    Your website

    Remarketing

    Drive 100 people to

    your site 4 convert

    Remarketing

    converts an

    additional 3

    Ilustrative example only

  • Google Confidential and Proprietary 12 Google Confidential and Proprietary 12

    Convert past site visitors with tailored ads

    * Source: Google Internal data

    Dynamically generated and tailored to each site visitor based on their

    experience with your site

    You can see a

    450% increase in CTR*

    Dozens of professionally designed templates to choose from

    Links to Merchant Center catalog

  • Google Confidential and Proprietary 13 Google Confidential and Proprietary 13

    Three factors drive performance

    Effective creative Auto-optimized layouts

    and product

    recommendation

    engine result in high

    performing creative

    Real-time bidding Determined the optimal

    bid with which your past

    site visitors will convert

    Sophisticated

    segmentation Develop optimization

    strategies for very

    granular audience

    segments

  • Google Confidential and Proprietary 14 Google Confidential and Proprietary 14

    Sophisticated segmentation drives results

    Delivering the right message to the right person starts with segmenting

    your site visitors

    Discover great deals

    Check out new arrivals

    Free shipping 30% off today only

    Refer a friend 25% off

    $2.00 $3.00 $5.00 $8.00 $5.00

    T-shirt viewers

    Homepage visitors

    Cart abandoners

    Payment abandoners

    Past purchasers

  • Google Confidential and Proprietary 15 Google Confidential and Proprietary 15

    Build beautiful, high-performing dynamic ads

    Auto-optimization predicts the best

    performing layout

    Recommendation engine chooses ideal product

    array

    Choose from dozens of layout options

    Customize colors, fonts and other elements to

    match your brand

    Build an ad in minutes without a professional

    designer

    Automatically populate items from your

    Merchant Center feed

    High-performing Customizable Easy to build

  • Google Confidential and Proprietary 16 Google Confidential and Proprietary 16

    Sell more of your merchant catalog with our

    product recommendation engine

    Feature an array of high-converting

    products based on a large number of

    signals

    Products viewed and related products

    Top performing products

    Customers demo and interests (e.g., top performing products based on

    gender, age, etc.)

    Customers frame of mind

    Related items in your catalog

    Products customer was viewing

  • Google Confidential and Proprietary 17 Google Confidential and Proprietary 17

    Maximize conversions with real-time bidding Robust signals determine the optimal bid that will likely convert that particular customer

    Consumer Characteristics What is the users age and gender?

    What are the users interests?

    Current frame of mind Did the user recently leave my site?

    Context of the current page / session

    What device are they on?

    How frequently has the user seen my ads?

    Audience + context (100's of signals used)

    $10 $0.30 $3

    Site visitor actions What section of my site did they visit?

    How many pages & products did they view?

    Value of products viewed ($500 vs $10) beta

    Tag parameters (e.g., lifetime value) beta

    Past purchases beta

    Time since last conversion beta

    $0.10 $5 $0.05 $0.70

  • Google Confidential and Proprietary 18 Google Confidential and Proprietary 18

    Finding past site visitors across the Google

    Display Network

    *Source: comScore October 2012

    87.6%

    94%

    87.6%

    According to comScore, the Google Display Network reaches:

    Of all US internet users per month

    Of all Global internet users per month

    2m+ Publishers

    including hundreds of comScores top 1,000 sites

    65% top 200

    comScore sites

    Google O&O

    YouTube, Google

    Finance, Gmail,

    exclusive text

    inventory

  • Google Confidential and Proprietary 19 Google Confidential and Proprietary 19

    Expanding dynamic remarketing to all sectors

    Were not just for retailers

    Hotels

    Currently in pilot

    Flights Education Custom Feeds

  • Google Confidential and Proprietary 20 Google Confidential and Proprietary 20

    Agenda

    Remarketing with Google: An overview

    Remarketing list for search ads

    Dynamic Remarketing

    Extending the remarketing opportunity

    Case Studies

    1

    2

    3

    4

    5

  • Google Confidential and Proprietary 21 Google Confidential and Proprietary 21

    Expand the opportunity with one site-wide tag

    Audience Reporting

    Remarketing on to

    search and display

    campaigns

    Similar Audiences

  • Google Confidential and Proprietary 22 Google Confidential and Proprietary 22

    Amplify the power of remarketing with Similar

    Audiences

    Similar Audiences

    Remarketing Lists

    7x

    By using Similar Audiences along with remarketing, advertisers typically see:

    60% more impressions

    58% more clicks

    41% more conversions

    Source: Google internal data

  • Google Confidential and Proprietary

    Learn more about your audience to refine your

    audience targeting strategy Audience composition reports gives detailed insights on your site visitors

    Target Group Analysis Report

    People on your site are interested in

    People on your site are [x] times

    more interested in [ ] than the avg

    internet user

    X% age breakdown

    X% Male / Female

  • Google Confidential and Proprietary

    What you can do with audience insights?

    Target new prospects with tailored messages and bids to

    raise brand awareness and drive more qualified traffic to

    your site

    The Google Display Network has a largest, high-

    quality audience data set.

    1B+

    30

    1000+

    with interests

    and demographics

    top level categories

    sub-categories

  • Google Confidential and Proprietary 25 Google Confidential and Proprietary 25

    Agenda

    Remarketing with Google: An overview

    Remarketing list for search ads

    Dynamic Remarketing

    Extending the remarketing opportunity

    Case Studies

    1

    2

    3

    4

    5

  • Google Confidential and Proprietary 26 Google Confidential and Proprietary 26

    For ROI-centric goals, remarketing leverages the

    best aspects of search and display, providing a

    more relevant experience for users and

    companies.

    2

    6

    - David Gudai, vice president of marketing, Storkie Express

  • Google Confidential and Proprietary 27 Google Confidential and Proprietary 27

    Give high-value users a reason to come back

    Marketing Goal:

    increase bookings and improve ROI

    by aggressively marketing to high-

    value users via an audience list

    generated off of Homepage and

    Category page visitors

    Implementation:

    Mirror high priority campaigns and associate corresponding audience

    lists to customize for brand-aware

    searchers

    Bid up 50% over control in RLSA accounts to bid into premium spots

    for returning users

    Tailored ad copy emphasizing new sales; giving the consumer a reason

    to come back

    Results: 145% increase in CTR 315% higher Conversion Rate 250% higher ROAS

    WTH is a multi-brand distributor

    in the travel vertical tested remarketing lists for search ads in the competitive

    Cruises space

  • Google Confidential and Proprietary 28 Google Confidential and Proprietary 28

    Driving performance with Remarketing Lists

    for Search Worldstores successfully used Remarketing Lists For Search to increase their search presence for users who had previously visited their site but had not converted

    *.vs when no remarketing present

    **Last click conversion increase on remarketed campaigns vs when no remarketing present

    RLSA allows us to segment our data and gives us more

    control and targeting options

    than a normal search

    campaign. Overall our

    campaigns have more depth

    and it gives us more insight

    into attribution modeling. Joe Murray, Co-Founder and Joint CEO,

    WorldStores Ltd

    Results: CPA* -43% Conversion Rate** 2.3x

    Conversions +8%

  • Google Confidential and Proprietary 29 Google Confidential and Proprietary 29

    Tirendo saw a 161% increase in conversion rate

    with remarketing lists for search ads

    Objective:

    Increase sales

    Increase ROI

    Implementation:

    Used the same list in the GDN Remarketing campaign in the new

    RLSA Campaign

    Increased bids for all retargeted users

    Differentiated bids according to customers who have a general

    browse on the homepage and those

    who search for specific sizes and

    brands

    Results: Increase in Conversion rate: +161% Increase in turnover of 22% CPO reduced by 43%

    Online tire trader offering branded tires

    at competitive rates

    Tested RLSA to increase sales

  • Google Confidential and Proprietary 30 Google Confidential and Proprietary 30

    Dynamic Remarketing delivers Storkie Express conversion rates 203%

    higher than regular display and lower costs-per-conversion

    Custom invite printer increase conversion rates and decreases CPC

    Marketing Goal:

    To create awareness of Storkie brand

    and product offerings, and to connect

    with customers

    Solution:

    Ran ads on search and Google

    Display Network, created remarketing

    campaign, and used Dynamic

    Remarketing to automatically tailor ad

    messaging

    Tactics:

    Ran ads on search and Google Display Network

    Created remarketing campaign Used Dynamic Remarketing to

    automatically tailor ad messaging

    Results: Conversions grew 117% on Google Display Network 203% higher conversion rate than regular display ads 119% higher conversion rate than regular remarketing campaigns; Dynamic Remarketing

  • Google Confidential and Proprietary 31 Google Confidential and Proprietary 31

    Dynamic Remarketing helps Campmor achieve 300% higher

    clickthrough rate and lowers cost-per-conversion by 37%

    U.S. retailer of camping & outdoor gear looks to reconnect with customers

    Marketing Goal:

    To increase brand awareness and

    familiarize consumers with newer, nich

    products as well as reconnect with

    customers who have left

    their site

    Solution:

    Ran ads on search and Google

    Display Network, created remarketing

    campaigns, and used Dynamic

    Remarketing to automatically tailor ad

    messaging

    Tactics:

    Ran ads on search and Google Display Network

    Created remarketing campaign Used Dynamic Remarketing to

    automatically tailor ad messaging

    Results: 300% higher CTR, 37% lower CPA

    16% higher conversion rate, 13% higher ROI than with static

    Remarketing ads

  • Google Confidential and Proprietary 32 Google Confidential and Proprietary 32

    CORT uses Similar Audiences to Enhance its remarketing Campaigns

    and saw conversions grow by 31%

    CORT uses Google Display Network to extend its presence in front of customers at all

    stages of the purchasing process for their rental furniture business

    Goal:

    Drive online lease transactions Create awareness among new

    audiences

    Reach potential customers along all points of the buying cycle

    Approach:

    Used Similar Audiences to reach new, highly qualified audiences

    Used Remarketing to reconnect with site visitors

    Results: Conversions grew 31%, conversion rate up 27% CPA dropped 43%, 63% lower eCPM than Remarketing Increased the value of Remarketing campaigns

  • Google Confidential and Proprietary 33 Google Confidential and Proprietary 33

    Loews Hotels adopts remarketing and similar audiences to reach new

    customers and grow revenue

    Loews Hotels & Resorts looked to expand their efforts with Similar Audiences

    Goal:

    Capture online share of voice Expand to reach a wider audience Reach qualified people similar to

    current customers

    Approach:

    Moved 70% of budget from offline to digital: 40% on search, 60%

    on display

    Began using Google Display Network and Remarketing

    Boosted budget, used Similar Audiences for Loews Regency Hotel

    campaign

    Results: Overall: 10%+ revenue, 9%+ bookings, 5%+ unique site visitors

    Remarketing generated $60,000 for $800 spent Loews Regency Hotel campaign: 60%+ revenue, 57%+ bookings, CPA dropped 9%

    Cyber Monday campaign: Grew revenue from $1.3M to $2M YOY20%

  • Google Confidential and Proprietary 34 Google Confidential and Proprietary 34

    Additional Product Details

  • Google Confidential and Proprietary 35 Google Confidential and Proprietary 35

    Reaching shoppers starts with the

    Google Merchant Center

    Search

    Google Product Search

    Google Commerce Search

    Google Catalogs

    Google AdWords /Google Display Network

    Dynamic Remarketing Product Listing Ads

    Dynamic Text Auto-optimized layouts

    Conversion Optimizer Dynamic Ad Builder

  • Google Confidential and Proprietary 36 Google Confidential and Pr...