Remarketing Ethics and Best Practices
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This document discusses remarketing and provides tips for doing it effectively and ethically. It recommends segmenting audiences based on their behavior, using short cookie lengths, limiting ad frequency, creating relevant ads, and telling a story over multiple interactions. Remarketing should add value for users, not be intrusive, and respect privacy policies. Partnerships can expand reach, and branding across channels increases impact. Privacy requirements include disclosing third-party data collection.
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Remarketing Ethics and Best Practices
- 1. Remarketing: Efficient or Intrusive? SMX Stockholm 2012
- 2. Magnus Strømnes Bøe Senior Consultant RED Performance Twitter: magnusboe Email: msb@redperformance.no Web: redperformance.no
- 7. EU Cookie regulation Rough translation: It’s forbidden to READ or STORE data from the users communication device without the users explicit consent.
- 15. 4 rules of ethical remarketing • Add value for the audience – Be helpful, not intrusive • Don’t be a stalker – Mind your frequency and cookie time • Be sensitive – Messaging and context • Choose the white hat systems – Respecting youronlinechoices.com – Easy to read privacy policy
- 16. Sensitivity matters Yahoo's take on Ms. Reid, who was 17 years old at the time, hit the mark: She was, in fact, worried that she may be 15 pounds too heavy for her 5-foot, 6-inch frame. She says she often does online research about weight loss. "Every time I go on the Internet," she says, she sees weight- loss ads. "I'm self-conscious about my weight," says Ms. Reid, whose father asked that her hometown not be given. "I try not to think about it…. Then [the ads] make me start thinking about it." Source: Wall Street Journal http://online.wsj.com/article/SB10001424052748703940904575395073512989404.html
- 17. 4 rules of ethical remarketing • Add value for the audience – Be helpful, not intrusive • Don’t be a stalker – Mind your frequency and cookie time • Be sensitive – Messaging, context • Choose the white hat systems – Respecting youronlinechoices.com – Easy to read privacy policy
- 18. How to do remarketing 1. What needs fixing? 2. System 3. Segment 4. Cookie length 5. Frequency 6. Creatives 7. Storyline
- 19. 1. What needs fixing? Target Site Leads Customers audiences visitors Search Remarketing E-mail E-mail Display Social Offline
- 20. 1. What needs fixing?
- 21. 2. System
- 22. 2. System Segments Lists Campaigns Creatives
- 23. 2. System • Control panel and Library > Audiences
- 26. 3. Segment Lists Behaviour Landing Page All Visitors Form Page Converted Form Submit
- 27. 3. Segment
- 28. 3. Segment
- 29. 3. Segment
- 30. 3. Segment Type Name Open/Closed Membership duration Tags/Rules Number of Users Remarketing Landing Page Open 30 days Landing Page 15,000 Remarketing Form Page Open 30 days Form Page 8,000 Remarketing Form Submitted Open 365 days Lead 1,500
- 31. 4. Cookie length 30 days Critical CR at current CPC Weeks 1 2 3 4 5 6 7 8 9 10
- 32. 4. Cookie length 10 days 10 days Critical CR at current CPC Weeks 1 2 3 4 5 6 7 8 9 10
- 33. 4. Cookie length • Achieving more consistent CR and lower CPA • ...but slightly lower absolute volumes 10 days Critical CR at current CPC Weeks 1 2 3 4 5 6 7 8 9 10
- 34. 5. Frequency
- 35. 6. Creatives
- 36. 6. Create creative creatives! Ordinary Display: Remarketing-list: Remarketing list: Brand Ads Browsing Nikon Put something in Shopping Basket > € 100 Great offers on Acme Cameras Inc. – Get 20 % off in Nikon cameras this the market leader on October 2012 with the week only! cameras online code RM100! Buy now! Click to Claim Click here! your 20 % discount! Buy your Nikon Great deals on camera from Acme Free shipping today for dSLR cameras! and get up to 4 all newsletter years warranty subscribers! ACME Cameras Inc. Claim your free shipping Buy now! Click here!
- 37. 6. Mix and match interest groups Discover Barcelona Interest: Architecture + Interest: Vacation Offers = Enjoy a weekend of world-class Architecture. Flights from £99! www.example.com - Remarketing: Converted
- 38. 7. Storyline 90 Days - 30 days “People who have previously visited my site, but not in the last 30 days”
- 39. 7. Storyline Original • Book your skiing holiday with us 1w • Hurry, top skiing holidays going fast! 2w • Limited offer - Save 10% on your skiing holiday 3w • Last chance - Save 20% on your skiing holiday!
- 40. 7. Storyline – cross channels Day 1 Day 2 Day 3-10+
- 41. How to do remarketing 1. What needs fixing? 2. System 3. Segment 4. Cookie length 5. Frequency 6. Creatives 7. Storyline
- 43. Remarketing Partnerships 300 cookies 10k cookies
- 44. Remarketing Partnerships • Cookies for hire Implement remarketing tags on their site • Swap tags Find non-competing but complimentary sites or similar audience interests: – Ski equipment sites with ski holiday sites – Snowboarding sites with surfing sites
- 45. Branding: Surround to Make a BIGGER impact
- 46. Privacy Policy requirements General guidelines by Google • Third party vendors, including Google, show your ads on sites on the internet. • Third party vendors, including Google, use cookies to serve ads based on a user's prior visits to your website. • Users may opt out of Google's use of cookies by visiting the Google advertising opt-out page. http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=100746
- 47. Facebook retargeting • Massive inventory! • By the end of October, 100 % of the inventory will be available
- 48. Thank you!
- 49. Any questions? Magnus Strømnes Bøe Senior Consultant RED Performance Twitter: magnusboe Email: msb@redperformance.no Web: redperformance.no