Presentation from SES London 2013

1. Winning PPC Tactics
PPC Remarketing with Google
Samantha Noble
Koozai
Marketing Director
London| 18–21 February

2. London| 18–21 February 2013 | #SESLON
What You Will Learn
How to kick start your remarketing
How to build targeted lists and
audiences
How to optimise your campaigns
@koozai_sam

3. PLUS
1 Dashboard
5 Lists & Strategies
16 Takeaway Tips

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Did You
Know?

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20%
OF ADWORDS TRAFFIC IS VIA
GOOGLE DISPLAY NETWORK
(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)

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Why Advertise Like This?
@koozai_sam

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When You Can Advertise Like This?
@koozai_sam

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Did You
Know?

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RETARGETED
CUSTOMERS ARE
70%
MORE LIKELY TO COMPLETE
A PURCHASE
(Source: http://www.criteo.com/)

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11. Implementing
Remarketing

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Why Analytics Over AdWords Code?
@koozai_sam

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The Code
@koozai_sam

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Updating With Ease

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@koozai_sam

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Drops in recorded GA traffic
Some sites up to 50% drop
http://kooz.ai/analytics-traffic-drops
GA code blocked by ad
blocking software
Drops vary across industries
@koozai_sam

17. Audiences
& Goals

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Campaign Goals
1.
2.
3.
4.
5.
6.
Brand Engagement
Brand Awareness
Visitor Nurturing
Cross Sell & Upsell
Customer Engagement
Offer Promotion
@koozai_sam

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The Pre-Defined Lists
All Visitors
Specific Page
Specific Section
Goal
Completions
@koozai_sam

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Custom Built List Examples
Location
Specific
Medium
Operating
System
Traffic Source
Visit Duration
Revenue
Generated

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Combination List Examples
Viewed Product
> Did Not
Convert
Started
Checkout
> Left the Site
Added Product
to Basket
> Left the
Checkout
Viewed Blog >
Did Not View
Service Page
@koozai_sam
Best practice: Build combination lists in AdWords using Analytics lists

22. Optimisation
Tips

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The Process
Decide on
Goal
Build
Targeted
Audiences
Create
Quality Ads
On-going
Refinement
Monitor and
Optimise
Start
Campaigns
@koozai_sam

24. London| 18–21 February 2013 | #SESLON
Top Optimisation Tips

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Top Optimisation Tips

26. 5 Lists
& Strategies

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Visit Duration > 10 Minutes
 Visitor Nurturing
Campaign
 Enticing visitors back into
your site
 Ad reinforces the brand
and an offer
 Example - SEOmoz
@koozai_sam

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Visit Duration > 10 Minutes
@koozai_sam

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Left Basket 10+ Days Ago
 Customer Offer
Campaign
 Pre-qualified visitors,
interested in purchasing –
entice with an offer
 Point to dedicated landing
page
 Example – ASDA, Butlins,
Radisson Blu Hotel
@koozai_sam

30. London| 18–21 February 2013 | #SESLON
Left Basket 10+ Days Ago

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Product & Basket Viewed
 Subliminal Message
Campaign
 Highlight specific
products or services
viewed
 Example – Amazon
@koozai_sam

32. London| 18–21 February 2013 | #SESLON
Product & Basket Viewed

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Page Viewed for 2+ Minutes
 Product or Service
Promotion Campaign
 For pages engaged with
for more than two
minutes
 Example – Booking.com
@koozai_sam

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Page Viewed for 2+ Minutes
@koozai_sam

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Converted 50 Days Ago
 Cross Sell or Upsell
Campaign
 After a visitor has
converted, entice them
back to the site to
purchase again
 Example – Late Rooms
@koozai_sam

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Converted 50 Days Ago

37. Remarketing
Dashboard

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Remarketing Dashboard

39. 16 Final Tips

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Only run one piece of code, preferably Analytics
Update Privacy Policy to include cookies
Select the right profile, one that excludes internal
Get a naming strategy in place, once set you can’t change
Set membership duration at 540 days
Get at least 100 people in the list before you start
Custom combinations to be created in AdWords
Entice visitors back with offers
@koozai_sam

41. London| 18–21 February 2013 | #SESLON
Create separate campaigns per target audience/ad
Expect to see a low CTR but high Conversion Rate
Send ads to dedicated and well optimised landing pages
Continuously refine sites showing your ads
Update the Frequency Capping in AdWords
Think about running specific adverts for mobile users
Watch any traffic drops if using default GA code
Get the code added to your site today!
@koozai_sam

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Who Does
Google Think I
Who Does Google Think You Are?
Am?
http://www.google.com/ads/preferences/
@koozai_sam

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QUESTIONS?
@Koozai_Sam
sam.noble@koozai.com
0845 453 1234

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Image Credits
 Slide 15 - http://www.istockphoto.com/stock-photo1376675-my-privacy-02.php?st=15a4339
 Slide 16 - http://www.istockphoto.com/stock-photo16696389-flat-line-alert-on-heart-monitor.php?st=282f069
 Slide 18 - http://www.istockphoto.com/stock-photo5641082-write-right-here.php?st=d8abee4
 Slide 23 - http://www.istockphoto.com/stock-photo21184088-production-line.php?st=d32f211
 Slide 42 - http://www.istockphoto.com/stock-photo2755371-baby-expressions.php?st=16c0af9
@koozai_sam