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Wicked Tuna Has Nothing on This Hook: Leveraging the Almighty Power of Remarketing
- 1. 1WordStream Confidential Wicked Tuna Has Nothing on This Hook: Leveraging the All-Mighty Power of Remarketing Copyright 2016 WordStream, Inc. All rights reserved. 3.17.16 #WordStreamLive
- 2. 2WordStream Confidential Meet Your Presenters Greg Herrmann Customer Success Rep, WordStream @gregoryherrmann Lauren Sickel Customer Success Rep, WordStream #WordStreamLive
- 3. 3WordStream Confidential Today’s Agenda • What is Remarketing? • Why Do We Remarket? • Types of Remarketing • Customer Match • RLSA • Display Remarketing • Who To Remarket To? • Walkthrough #WordStreamLive
- 5. 5WordStream Confidential Remarketing 101 • Remarketing lets you reconnect with people who have visited your site by allowing you to show them relevant ads when they browse websites and use mobile apps in the Google Display Network or as they search on Google. #WordStreamLive
- 7. 7WordStream Confidential Why Would I Ever?
- 8. 8WordStream Confidential Time on the High Seas of Display #WordStreamLive • Google Display Network reaches 90% of Internet users worldwide, 65% of whom they reach every single day. • More than a trillion impressions are served to over 1 billion users every month (source:Google) Internet Users 90% Google Display Network 10% Lost At Sea
- 9. 9WordStream Confidential Charter a boat you’re going for a trip! #WordStreamLive
- 10. 10WordStream Confidential WICKED GOOD TUNA Build Your Brand!!! #WordStreamLive W GT
- 11. 11WordStream Confidential The Big Tuna
- 12. 12WordStream Confidential Hook An Audience • Tag Your Website (Shared Library -> Audiences) • Create Lists (All Visitors, Converted, Non- Converted, & Specific Actions) #WordStreamLive
- 13. 13WordStream Confidential Display Remarketing Frequency Capping • Must do! Additional Targeting • Demographics • Exclusions • adsenseformobile.com • Site Categories #WordStreamLive
- 14. 14WordStream Confidential Best Practices (need better title) #WordStreamLive • The ad should have continuity with your website design and include your logo, so that the user is aware it’s an ad for the same website they have already visited. • Include a text ad in each ad group, as some sites won’t support image ads and this ensures you’ll have the opportunity to show. You can always remove the text ad later if it performs poorly. • You should include a call-to-action button and demonstrate any USPs or offers within the ad creative.
- 15. 15WordStream Confidential Other Fish in the Sea
- 16. 16WordStream Confidential RLSA Remarketing lists for search ads #WordStreamLive What? Tailor search campaigns based on whether a user has previously visited your website (or app), and the pages that user viewed How? 1. Target keywords with Remarketing list Bid Adjustments layered on ad group 2. Target only Remarketing List –user must be on remarketing list and actively searching for your keywords Why? More efficient use of ad spend, better conversion rates and ultimately, better ROI.
- 17. 17WordStream Confidential Customer Match #WordStreamLive ““is, without a doubt, THE most exciting AdWords update in the history of the platform.” -Larry Kim What? Identity Based Targeting How? 1. Upload Customer Email List (max 17 MB) 2. Emails Match with Google Accounts. 3. Throw Out the Line; Real Em In! Why? Your customers! More granular targeting!
- 18. 18WordStream Confidential Gmail Sponsored Promotions #WordStreamLive What? Targeting users based on their Gmail activity How? 1. Bid on competitors’ domains 2. Bid on businesses who have the same target market 3. All Display Network targeting options also available Why? WS Customer Beta results – 10% CTRs, $0.10 CPCs, lower CPAs compared to search and display campaigns (how shouldwbe attribute? Helen’s post from Sept 2015 http://www.wordstream.com/blog/ws/2015/09/04/gmail-sponsored- promotions)
- 19. 19WordStream Confidential Who Do I Target?
- 20. 20WordStream Confidential A Reaction for Every Action • Remarketing lists can be used to remarket to visitors differently, depending on their action on your site. Audience Bid Call to action All Visitors Least aggressive “Lowest Prices” Viewed a particular product More aggressive “Special deal on X” Abandoned Shopping Cart More aggressive “Save 10% on all orders today!” Past Buyers Most aggressive “Stock up for the holidays!” #WordStreamLive
- 21. 21WordStream Confidential Applying Targeting Options Account Display Campaign Ad Group Ads Ad Group Ads Display Campaign Ad Group Ads Ad Group Ads Display Campaign Ad Group Ads All website or user targeting is applied at the ad group level. #WordStreamLive
- 22. 22WordStream Confidential Bid vs. Target & Bid • Bid Only: A bid adjustment for your audience list. Still serving to non-audience traffic. • Target & Bid: You are only competing in auctions for users within your audience list. #WordStreamLive
- 23. 23WordStream Confidential Separate Ad Groups • Separating text ads from image ads in different ad groups allows you to tier your bids to favor your image ads showing Ad Group Default Max CPC Remarketing – Image ads $1.00 Remarketing – Text Ads $0.80 #WordStreamLive
- 25. 25WordStream Confidential Don’t Set It and Forget It • Be sure to give your remarketing campaigns the same TLC that you give your other PPC Campaigns. Our top five tips are: 1. Tweak your bids based on your target audience. 2. Test your ad copy! Be sure you are always using both image and text ads. 3. Try using different landing pages. 4. Experiment with different frequency caps. 5. Remember that you only pay on the click! Most importantly, don’t sweat the small stuff! #WordStreamLive
Editor's Notes
- Sources – http://www.wordstream.com/blog/ws/2015/10/01/remarketing-facts http://www.wordstream.com/blog/ws/2015/09/04/gmail-sponsored-promotions http://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate https://blog.kissmetrics.com/bounce-rate/ http://www.wordstream.com/blog/ws/2015/09/28/adwords-customer-match http://www.wordstream.com/blog/ws/2015/05/04/future-of-online-advertising http://www.wordstream.com/blog/ws/2015/11/02/adwords-customer-match-setup http://www.wordstream.com/blog/ws/2015/03/12/remarketing-lists-for-search-ads http://www.wordstream.com/blog/ws/2013/12/04/adwords-remarketing-best-practices-guide
- GREG
- Remarketing places cookies on the browser of someone who comes to your website. You can then create lists of certain kinds of users based on criteria you select, and target them with unique ads featuring your product on other websites they visit.
- Here is an example of WordStream using standard remarketing on the Display Network
- LAUREN
- EDIT THIS- We’ve found that conversion rates actually increase the more users see an ad within remarketing campaigns. It’s true that click-through rates decline over time, but those people who do click on your ad, after having seen it a few times already, become twice as likely to convert! Understand that people are busy and have other stuff going on in their life. Remarketing gives people a gentle reminder to finish what they started on your site, while reinforcing your branding and messaging to that user every time they see you around. They’re getting to know you, and learning to trust you, and when they finally do have a free moment, they are increasingly likely to do business with you.
- GREG – I need to edit these slides
- Lauren
- Remarketing lists for search ads allow advertisers to tailor their search campaigns based on whether a user has previously visited their website (or app), and the pages that user viewed 2 Uses: Making bid adjustments on your ad groups for users (remarketing lists) who are searching on Google using the keywords you are bidding on Set up search ad groups to only be triggered and show ads if a user is on your Remarketing list, and is searching with the keywords you are bidding on
- What - Customer Match gives advertisers the ability to create and target (or exclude) their very own user lists simply by uploading prospects’ email addresses. They can then apply these lists to Search, Gmail or YouTube campaigns and create customized experiences based on the users’ attributes/stages in the purchase journey. How- Shared library, etc WHY- This will allow advertisers to serve different ads or cater their bids for users at different stages of their purchase journey – whether they’re a hot new lead, an existing customer, or a frequent buyer.
- What- Gmail Sponsored Promotions are a way of targeting users based on their Gmail account activity. Google anonymously crawls through Gmail users’ inboxes and pick up on keywords that you’re bidding on (kind of creepy right?). If there’s a match, your ad will be eligible to serve in the inbox of the user who had the match. How – EDIT THIS The best, most controlled way of using GSP is to bid on your competitors’ domains. For instance Coca-Cola might bid on Pepsi’s domain (Pepsi.com). Anyone receiving promotional emails or newsletters from Pepsi will be eligible to be served a Coca-Cola ad in their Gmail inbox. Another cool way to use GSP is to target businesses who have the same target market, but who are not competitors. For example, a florist could bid on theknot.com (a wedding planning site) – because a bride-to-be is in the market for flowers for the big day. All of the normal targeting options of the Display Network are available for GSP. Segmentation via gender, age, and parental status are all possible
- GIVE EXAMPLES OF REMARKETING IRL http://www.slideshare.net/WordStream/rlsa-will-save-the-day-larry-kims-presentation-on-remarketing-lists-for-search-ads-at-ppc-hero-conference-in-portland-april-2015 https://drive.google.com/file/d/0B2c8m4QvLLkJcllKMm5pclhLcWc/view