Tips to revamp your remarketing strategy.

1. Rethinking Remarketing
Erin Sagin, @erinsagin
With the help of Mark Irvine,
WordStream’s resident Data Scientist

2. @erinsagin
Meet Erin
• Customer Success Manager at WordStream
in Boston, MA
• Has specialized in Paid Search for 3 years
• Team consults for over 2,000 accounts
• When I’m not working, you’ll find me hula
hooping, vacationing in the Caribbean and
binging on reality TV

3. @erinsagin
Slides Available on Slideshare!
http://bit.ly/pubcon14

4. @erinsagin
Win This $25 Amazon Gift Card and help
me get 363 Tweets to beat Larry Kim!
Include the hashtag #pubcon and me,
@erinsagin, in your tweets!
Prize awarded for either:
– Funniest tweet OR
– Most clever remarketing tip

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Tip #1: Be Creepy

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Users are 76% more
likely to click on a
remarketing ad!

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Non-Remarketing Ad
Remarketing Ads
A remarketing ad is more
likely to be clicked, even if
the user has seen it 6 times
before, than a brand new,
non-remarketing ad!

12. Epiphany #1:
Set your
Impression Caps to
Unlimited.

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Daily
Impression
Cap
Average # of
Impressions
Delivered
2 1.21
3 1.54
4 1.75
5 1.87
6 2.07
7 2.12
8 2.14
Unlimited 3.71
Ads are
almost
never
served to
their full
impression
cap!

15. @erinsagin

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9:15AM: Coffee Break
• User shops online and puts item in
cart
• Interrupted before completing
purchase
• Cookied and added to remarketing
list with impression cap of 2
12PM: Lunch Break
• User returns online to browse email
• Served one remarketing ad
• Returns to work
3PM: Afternoon Break
• User goes online to read the news
• Not served second remarketing
ad, as Google assumes she will
return online later in the day
5PM: Workday Complete
•User packs up and heads home for
the day
•Google never had the opportunity to
serve another ad and the impression
cap of 2 is NOT met
The Display Network is
Competitive

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22% at
BEST
It is safe
to set
your caps
high!

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What’s the moral of the story?

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Tip #2: Be Everywhere

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14 Ad Formats on Google Display
Network
Not all
ad
formats
have the
same
reach:

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But the same
formats still do!
Different ad formats
don’t compete.

22. Epiphany #2:
Utilize all ad
formats and sizes.

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It’s Easy!
• AdWords Ad Gallery,
formerly the Display Ad
Builder, allows you to
create ad of all sizes for
free.
• Don’t like the AdWords
option? Try BannerSnack
software or work with a
graphic designer!

25. @erinsagin
Tip #3: Be Persistent

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But I’ve always been
told to set short
membership durations
to prevent ad fatigue…

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Yes, that’s $56…on
ice cream. All thanks
to remarketing.

31. Epiphany #3: Set Your
Membership Duration
to 3x Your Average
Sales Cycle.

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Pro-Tip!
1. Head to Google Analytics.
2. View Conversions  Time Lag.
3. Determine the time frame in which 95% of your conversions
occur. This should be your new Membership Duration.
30 Day
Duration!

35. @erinsagin
Let’s Recap!

36. 3 Bold Steps to Boost Your Exposure
1. Be Aggressive  Set Impression Caps to Unlimited
2. Be Everywhere  Create Ads in All Formats and
Sizes
3. Be Persistent  Extend your Membership
Duration to 3x Sales Cycle

37. @erinsagin

38. Thank you,
Pubcon 2014!
@erinsagin
esagin@wordstream.com
Download Slides at: bit.ly/pubcon14