Pro Remarketing Techniques You Can Implement Now
Post on 12-Sep-2014
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Pro-level Tips for
Succeeding at
Retargeting
Jay Stampfl, 3Q Digital
Jay Stampfl, 3Q Digital
Tools & Tags
Funnel and Business
Strategy
What to Watch For
Action Item!Watch for me through the presentation
Retargeting Importance
Jay Stampfl, 3Q Digital
Different Tags– Barriers to Entry
Adwords
•Adwords Remarketing
•One Tag across all pages
•RLSA compatible
Youtube
•YouTube Remarketing
•Needs Video Assets & Youtube Channel linked to Adwords
Google Analytics
•Google Segments Remarketing
•Upgrade Existing Classic GA Tag (Not the Universal)
•Link Google Analytics to Adwords Account
Dynamic Remarketing
•Updated Merchant Feed
•Modify Adwords Tag with additional Parameters
Action Item!Choose what tag/tags will work for your business
Recent Update!
Jay Stampfl, 3Q Digital
Another compelling case to switch to Google Analytics Tag as of yesterday
KNOW
YOUR
SALES
CYCLE
Jay Stampfl, 3Q Digital
Conversions and Consumer Behavior
Jay Stampfl, 3Q Digital
Shallow Heavy
40 % Day 1 difference!
Conversion Time Tag
Revenue Increases with Time
Cookie Window?
Seasonality and Promotions
Jay Stampfl, 3Q Digital
Action Item!Know your Average Click to Conversion Numbers
Timing vs. Engagement
0 to 3 Days 4 to 7 Days 8 to 14 Days 14 to 30 Days
Visitors 5 4 3 2
Category page 6 5 4 3
Product Page 7 6 5 4
Shopping Cart 8 7 6 5
Jay Stampfl, 3Q Digital
Action Item!Create lists and combine lists to reflect your funnel
Creative Promotions/Funnel
Segmentation is going to show how different parts of the funnel are
going to be more important.
Jay Stampfl, 3Q Digital
These lists can be layered other with GDN
or Search Campaign targeting (RLSA).
Place one tag across entire site and build
lists with AND/OR Logic
Be creative with how you set definitions.
UTM? Custom Combinations? Etc.
AdWords Remarketing Tag
Jay Stampfl, 3Q Digital
RLSA Performance
•Visiting the site alone is a powerful qualifier.•Scale is significantly lower
Jay Stampfl, 3Q Digital
Expand Search Remarketing
•Combine Dynamic Search Ads and Broad with RLSA for scale + relevancy•Competitor terms•Open up match types to grab that extra volume
Jay Stampfl, 3Q Digital
Action Item!Make sure that your RLSA campaign is not a mirror of your regular search campaigns
Jay Stampfl, 3Q Digital
Break out new campaigns that target different parts of your funnel. The search intent is going inform where the user is in the buying cycle.
Strategy:Conversion Rate DecayPromotions Reduce Avg. Time Lag
• Limited Time Only!• See What’s New!• 15 Percent off
Creative Differences
Action Item!Test different messaging. Take that user information and apply it in the copy.
What type of click are you?
• Same list can different behavior in different parts of
the account
Brand Visitors and Converters 22.78$
Brand Total 13.38$
Non-Brand Visitors and Converters 62.06$
Non-Brand Total 100.04$
Jay Stampfl, 3Q Digital
Informational ? Navigational ? Transactional
GDN and Remarketing Layering
Jay Stampfl, 3Q Digital
AdWords Lists
Google Analytics
Dynamic Remarketing
Regular Display
Targeting
List Demographics
Jay Stampfl, 3Q Digital
Within one ad group you set:• Remarketing: Target and bid• Topics: Bid only
Target and bidYour ads are eligible to show to every user in your list
Bid onlyAdjust your bids up or down depending on the content of the webpage
Modify Your Bids for Context
Remarketing Topics+25%
Jay Stampfl, 3Q Digital
Use GDN to Farm User Information
Jay Stampfl, 3Q Digital
Behavioral Thematic
Action Item!Superimpose additional “bid only” Targeting in your
Remarketing Display
Google Analytics – Visitor Segments
Able to define set sequences
Revenue AOVMultiple
Purchasers
All GA sources/filters
GA A/B Test! Time on site Bounce Rate
All channel sources
AOV Many more!
Jay Stampfl, 3Q Digital
Over +250 metrics to fold into list criteria
Advanced GA Audience Segmentations
Time Spent on Site• Visitors that Bounced/Did Not Bounce• Spent <1 Minute on Site• Spent 1-5 Minutes on Site
Other • Geo-Specific Lists• Referral Source Lists (Ad Clickers etc.)• Began filling out a form but did not finish• Hour of day/Day of Week• First time visitor• Visitor Buckets
Combine various audience segments for more granular targeting
Jay Stampfl, 3Q Digital
•Requires merchant feed• Creative Management •Use an offer
Jay Stampfl, 3Q Digital
Dynamic Remarketing
Dynamic Remarketing- Advanced
Recommended product IDs
Product Category
Product Value
Product Quantity
Visitor's Age
Visitor's Gender
Visitor has an account
Customer Quality Score
Visitor Repeat Purchaser
Visitor Loyalty Score
Visitor High Spender Score
By Jay Stampfl, 3Q Digital
YouTube Remarketing
Dual Targeting methods• Can target lists already created in YouTube
• Create a new GDN list based on viewing a video
24 By Jay Stampfl, 3Q Digital
Cannibalization and Other Things to Worry About
By Jay Stampfl, 3Q Digital
Upper Resolution Caps
By Jay Stampfl, 3Q Digital
Action Item!Gauge Impact of High segmentation
What do we gain?
Jay Stampfl, 3Q Digital
Use the Bucket segment to create an arbitrary
Control Bid
14 % more conversions
4k more cost
Scale vs. Efficiency
Remarketing Efficacy
$162,416 v. $214,603
$48,725 v. $64,381
$29,251 v. $34,408
+$5,158
Higher Bids on RLSA Works!
Jay Stampfl, 3Q Digital
Revenue
After Product Margins
True Profit
RLSA Value over Reg.
Action Item!Find true value of Remarketing
Overview and Goals
Action Items!
Jay Stampfl, 3Q Digital
• Choose what tag/tags will work for your business
• Know your Average Click to Conversion Numbers
• Create lists and combine lists to reflect your funnel
• Break out your RLSA, Expand Match Type
• Test Different Messaging.
• Add “bid only” Targeting Remarketing Display
• Gauge Impact of Segmentation!
• Find true value of Remarketing
Thank You!
Jay Stampfl
jay@3qdigital.com
Jay Stampfl, 3Q Digital
Overview and Goals
Appendix
Exclude converters from branded in RLSABid up on past visitorsBroaden your targets when qualified by rmktingUse promotions to catch disengaged Create lists using Facebook demographicsTime your advertising to be line with trials or repeat purchasesFind out where in the funnel conversion rates rise or fall then optimizeAverage Order value segmentsUse dynamic remarketing to do cross product promotionA/B using GA visitor segmentationSimilar Users layering
By Jay Stampfl, 3Q Digital
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