How To Magically Remarket To People Who Have Never Been To Your Website By Joseph Kerschbaum

#SMX #24B @JoeKerschbaum

HOW TO MAGICALLY

REMARKET TO PEOPLE WHO

HAVE NEVER BEEN TO YOUR WEBSITE


For Our First Magical Feat…


How You Get Email Addresses


How Your Emails Feel



Never Been to Website Previous Customers

Currently in Lead Nurturing Funnel

Lost Customers / Opportunities

Customer Match

Audiences

Segment Audiences in CRM


Where Your Ads Appear


Upload Your Email Lists into AdWords


Upload Your Email Lists into AdWords


Magic Potion Ingredients (Task List)

1. Pull email list from your CRM 2. Define audience segments before uploading 3. Upload list into AdWords & create audience 4. Create separate campaign for these targets

Resources https://support.google.com/adwords/answer/6276125?hl=en


PRESTO!


For Our Second Magical Feat…


App Download = Success!


App Download = Success!


App Ghost Town


Remember Me?


App Remarketing Process


Remarket to App Users


Just a Bit of Code


There is Help!



1. Have a solid user base for your app 2. Integrate additional tagging into your app 3. Create RMKT audiences for mobile app users 4. Create new campaigns for app RMKT

Resources https://developers.google.com/app-conversion-tracking/


PRESTO!


For Our Third Magical Feat…


Your Remarketing Audience


How Similar Audiences are Created

Google Contextual Engine Monitors browsing activity on Display Network sites over the last 30 days Determines shared interests and characteristics of the people in your remarketing list RMKT list with at least 500 cookies



Similar to Previous Customers

Engagement: Best Intent: Best

Similar to Visitors of Specific Content

Engagement: Good Intent: Strong

Similar to Customer Match Lists

Engagement: Good Intent: Better

Similar to Site Visitors

Engagement: Poor Intent: Low


Display Channel Conv Rate CPA CPC Display Select Keyword 1.3% $ 44.03 $ 0.58

Similar Audiences 1.1% $ 58.80 $ 0.65 Remarketing 2.2% $ 105.97 $ 1.07

Keyword Contextual Targeting 1.2% $ 242.41 $ 0.87



1. Create RMKT audiences in AdWords 2. Segment RMKT audiences for better relevancy 2. Allow your audiences to grow in size 3. AdWords will create Similar Audiences 4. Create new campaigns for Similar Audiences 5. Exclude customers / converters



PRESTO!


For Our Last Magical Feat…





What Are Folks Watching?



Funnel Position on YouTube


Funnel Position on YouTube


Why YouTube? Why?


Embrace the Intent


Remarket to YouTube Viewers

People who watch any of your videos

People who take an action on any of your videos

People who view your video as a TrueView in-stream video ad

People who visit or subscribe to your YouTube channel


Create Your Video RMKT Lists


YouTube TruView Ad Formats


More Work? Great.







1. Link YouTube to your AdWords account 2. Launch TruView campaigns 3. Create RMKT audiences from YouTube viewers 4. Allow audiences to grow in size 5. Target YouTube audiences w/ RMKT 6. Exclude customers / converters 7. Exclude mobile devices


PRESTO!


Customer Match

App Engagement

Similar Audiences

YouTube Remarketing


Go Make Your Own Magic!



We are, and have always been, the digital growth partner for the world’s most Innovative brands.


SEE YOU AT THE NEXT #SMX

THANK YOU!

How To Magically Remarket To People Who Have Never Been To Your Website By Joseph Kerschbaum

Marketing