The Retargeting Rules: 15 Tactics To Dominate Q4

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THE RETARGETING RULES:
15 TACTICS TO DOMINATE Q4

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Presenters
• Andrew Mera
– Account Lead at 3Q
Digital
– @AndrewMera
• Eric Couch
– Senior Account Manager,
Education at Hanapin
Marketing
– @ecouch11

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Join the conversation
• Include the hashtag #thinkppc in your tweets.
• Or use the webinar question box to send us questions.

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Live Poll Question #1
How long have you been in PPC?
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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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
CPC
Compelling
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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• 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 bid
Your ads are
eligible to show
to every user in
your list
Bid only
Adjust 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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• 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 Days
Visitors 5 4 3 2
Category page 6 5 4 3
Product Page 7 6 5 4
Shopping Cart 8 7 6 5
Action Item!
Create lists and combine
lists to reflect your funnel

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What is your preferred retargeting platform?
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a) FBX
b) RTB
c) RLSA
d) Other

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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 #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 #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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• Promoted account retargeting:

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• Promoted tweet retargeting:

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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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FBX
• Offline conversion tracking? No.
• DSP segmenting and targeting; no
ability to overlay Facebook targeting
• RTB (real-time bidding)
• Offline conversion tracking?
Yes.
• Can overlay Facebook
targeting
Facebook retargeting comparison, continued:
• oCPM bidding

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Best practices/use cases

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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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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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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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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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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 Thanks
d.) Both
Would you like help with your PPC accounts
and management? I’m interested in:

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
3Q Digital Feedback: hillary@3qdigital.com

The Retargeting Rules: 15 Tactics To Dominate Q4

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The Retargeting Rules: 15 Tactics To Dominate Q4