4 Keys To Effective Remarketing

@dfwsem @hoffman8 #StateOfSearch
Keys to Successful
Remarketing
Amy Bishop | Clix

That One Slide
• PPC Manager 6+ years
• Travel Enthusiast
• Loves cat memes. Okay, any memes.
• Twitter: @Hoffman8

4 Keys to Successful Remarketing
• The Why
• The Who
• The How
• Putting It All Together

Practical
Strategies
for Selling
Tickets in a
Social
World
The Why

What’s The Goal?
• Keeping Consumers Engaged Throughout A Long
Buying Cycle
• Net New Sales/Leads
• Bringing Back Previous Buyers
• Prospecting (lookalikes)
• Announcing New Products
• Re-engaging Consumers

“Because Remarketing?”

“Because Remarketing?”
Not a Goal!

Find Middle Ground with Consumers
• What Problem Will You Solve?
• What Do You Have That They Need or Want?
• Why Should They Choose You?
The Answers To These Questions Will Help You Target Your
Campaigns & Deliver Helpful Content.

Practical
Strategies
for Selling
Tickets in a
Social
World
The Who

Your audience is a pool of
*individuals*

Out With the Old!
• Remarketing everyone
that hits the home
page
• Using the same ads and
same landing pages for
every visitor

Remarketing Lists Should Be Informed
• Consider the information you can garner from:
• Pages visited
• Source/Medium/Campaign Information
• Actions that taken on site (events, goals, conversions)
• Location
• Demographics

Example Lists
• People that have logged into a loyalty UI
• Completed a Micro-Conversion
• Visited a Page That Speaks to Their Needs (Product, Industry)
• Remarketing Lists for Channels that Don’t Offer Remarketing
• Hyper-Local Lists
• Layering Lists For Specificity

Wait What Did You Say About
Channels That Don’t Offer
Remarketing?
Using Google Analytics Lists You can
Retarget Sources like LinkedIn that
don’t offer Remarketing.
Tag campaigns with utms & use that
to segment audiences.

Custom Audiences
• Build audiences based upon email lists and any information attached to the email.
• Lists Could Be Comprised of:
• Reminders for Seasonal Businesses
• Recurring Needs
• Leads that haven’t closed
• Loyalists
• Demographics

Performance Lift
Not surprisingly, segmented lists tend to perform much better than sitewide remarketing.

But What About the People That Don’t
Fit Into a Tightly Segmented List?
Key Takeaway: Target as narrowly as possible without leaving money on the table.

Tips For Your Catch-All Campaign
1. Use a separate campaign so that you can control budget
individually
2. Exclude lists that are utilized in other remarketing campaigns
3. If your catch-all list is significantly bigger than the
culmination of your other lists, you should be doing more
on-site to improve segmentation

Your Primary Conversion is Your #1 Goal but
If You Can’t Get That, Get *Something* That
Will Help You Plan Your Next Move.

Not Everyone is Going to
Buy…. No Matter How Many
Times You Remarket Them
Little known fact:

The Secret Remarketing Guru

Know When to Hold ‘Em
• Build Audiences Deliberately
• Create a User Experience that
Facilitates Learning
• Use Your Data to Segment and Layer
Lists

Know When to Fold ‘Em
Build audiences with the
sole purpose of exclusion.
Example: create lists based upon time on
site, etc. in Google Analytics

Previous Purchasers Shouldn’t
Always Be Excluded!
• Sell Add-Ons or Upsell
• Promote Sales
• Bring In-Store, When Nearby
• Promote Product Announcements/Releases
• Promote Seasonal Products or Recurring Needs

Practical
Strategies
for Selling
Tickets in a
Social
World
The How

Remarketing Channels
• Display Remarketing
• Dynamic Remarketing
• Remarketing Lists for Search Ads (RLSA)
• Remarketing Lists for Shopping (RPLA)
• Remarketing for Dynamic Search Ads (RDSA)
• Social Remarketing

PAGE 27

Display & Dynamic Remarketing
• Great for providing a visual
reminder
• Can generate a lot of impressions
• More of a Push mechanism than
most other remarketing options
• Can be used to generate
awareness

Remarketing Lists for Search Ads
• Bid up valuable lists within search campaigns
• Exclude lists from non-RLSA
• Typically lower CPCs & CPAs than non-RLSA campaigns
A Stealthy Way To Keep Yourself Top of Mind.

Remarketing Lists for Shopping Ads
• Similar to RLSA except for Shopping
• Noted a 50% Decrease in CPA compared to the
same products in the regular campaign
• Can be a great way to leverage loyalist & previous
purchaser lists.

Remarketing for Dynamic Search Ads
RDSA is great for query mining… with a safety.

Social Remarketing
• Another Push Channel
• Great for Mobile Reach
• A Lot of Different Ad Formats
• Also Great for Prospecting: Social Engagement Can
Help Provide Trust & Expand Reach & Lookalike
Audiences

PAGE 34
An eMarketer Study found that 66% of People Will
Research a Brand After Hearing About it via Social Media
& 35% Will Go On to Make a Purchase.
http://www.emarketer.com/Article/Social-Promoters-Power-Brand-Engagement/1012758

Practical
Strategies
for Selling
Tickets in a
Social
World
Implementation

Albert Einstein’s Remarketing
Insight

The Experience
Customize Ads and Landing Pages Based Upon the
Information You’ve Used to Create Lists
The more you know the better you can deliver.

Remarketing Ads Should Be Helpful
Said No One Ever.

Align Messaging With Consumer
Needs/Interests
• Product or Category they Viewed
• Seasonal Promotion, Product, Service or Event
• New Products
• Accessories to Things They’ve Purchased
• Sale or Promotion

Example:
• Client Services a Broad Range of People/Roles
• Determined That Performance is Stronger Ads Align
With Role
• Build Lists Based Upon Role & Deliver Ads & Landing
Pages That Align With The Lists
Client Found The CPA to Be As Much as 75% Lower When
Ads & Landing Pages Were Specific To Consumers

No Promo? No Problem!
Highlight your understanding of their needs + your
value:
• # of Happy Customers, Years in Business
• Ratings
• Ease and Convenience
• Warranty/Return Policy

Using Remarketing to Guide
Consumers Down The Funnel
• Build Out Your Funnel In a Series of Micro-
Conversions
• Add and Exclude Users to Lists As They Complete
Micro-Conversions
Note: Works Best With Long Sales Cycle and High
Margin Products. Must Keep An Eye on ROAS.

Get Real Weird With It
(but like.. In a good way.)

Practical
Strategies
for Selling
Tickets in a
Social
World
The 4 Keys To Successful Remarketing

Be as Specific As Possible

Know Who to Remarket and Who to Let Go.

Choose The Right Channel For Your Goals. Or Use them All!

Customize The Experience When Possible.

PAGE 50

OUR CONTACT
INFO
CLIX Marketing
217 La Grange Rd
Pewee Valley, KY
40056
Tel :
502.442.2776
Fax :
502.805.0643
Web:
clixmarketing.c
om
51
@clixmarketing
@hoffman8
Facebook.com/clix-marketing
amy@clixmarketin
g.com

4 Keys To Effective Remarketing

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