New opportunities for remarketing

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

New opportunities for

Remarketing


Agenda

Remarketing with Google: An overview

Remarketing list for search ads

Dynamic remarketing

Extending the remarketing opportunity

Case Studies

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Your goal is simple: Convert site visitors

Your website


But one visit is typically not enough

96%

70%

1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010

Abandon shopping carts

without purchasing1

Leave a website without

converting1

49% Typically visit 2-4 sites before

purchasing2

2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)


Remarketing gives you that second chance

To bring past visitors back to your site to convert


Three advantages of Remarketing with Google

Convert site visitors with one site-wide tag

Cross Search & Display

Tailored Creative

Customize text and display ads

Transparent & Accountable

Get full visibility into placement and price


One tag enables remarketing across search and

display

Dynamic

remarketing

Remarketing lists

for search ads


Tailored ads relate to your site visitors’ past

experience on search and on the web

Search Customize ad text with relevant

offers informed by past actions on

your site

Display Deliver ads tailored on the fly

that resonate with visitors’

experiences on your site

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Benefit from transparent and accountable

remarketing campaign

Know exactly how you’re performing

Performance

Placement

Know exactly where your ads are

appearing

Price

Know exactly what you’re paying


Agenda



Dynamic remarketing


Case Studies

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Remarketing amplifies your initial investment

By adding conversions on top of your initial ad spend

Your website

Remarketing

Drive 100 people to

your site 4 convert

Remarketing

converts an

additional 3

Ilustrative example only


Convert past site visitors with tailored ads

* Source: Google Internal data

Dynamically generated and tailored to each site visitor based on their

experience with your site

You can see a

450% increase in CTR*

• Dozens of professionally designed

templates to choose from

• Links to Merchant Center catalog


Three factors drive performance

Effective creative

Auto-optimized layouts

and product

recommendation

engine result in high

performing creative

Real-time bidding Determined the optimal

bid with which your past

site visitors will convert

Sophisticated

segmentation Develop optimization

strategies for very

granular audience

segments


Sophisticated segmentation drives results

Delivering the right message to the right person starts with segmenting

your site visitors

Discover great deals

Check out new arrivals

Free shipping 30% off today only

Refer a friend 25% off

$2.00 $3.00 $5.00 $8.00 $5.00

T-shirt viewers

Homepage visitors

Cart abandoners

Payment abandoners

Past purchasers


Build beautiful, high-performing dynamic ads

• Auto-optimization

predicts the best

performing layout

• Recommendation engine

chooses ideal product

array

• Choose from dozens of

layout options

• Customize colors, fonts

and other elements to

match your brand

• Build an ad in minutes

without a professional

designer

• Automatically populate

items from your

Merchant Center feed

High-performing Customizable Easy to build


Sell more of your merchant catalog with our

product recommendation engine

Feature an array of high-converting

products based on a large number of

signals

• Products viewed and related products

• Top performing products

• Customer’s demo and interests (e.g.,

top performing products based on

gender, age, etc.)

• Customer’s frame of mind

Related items in your catalog

Products customer was viewing


Maximize conversions with real-time bidding Robust signals determine the optimal bid that will likely convert that particular customer

Consumer Characteristics • What is the user’s age and gender?

• What are the user’s interests?

Current frame of mind • Did the user recently leave my site?

• Context of the current page / session

• What device are they on?

• How frequently has the user seen my

ads?

Audience + context (100's of signals used)

$10 $0.30 $3

Site visitor actions • What section of my site did they visit?

• How many pages & products did they view?

• Value of products viewed ($500 vs $10) beta

• Tag parameters (e.g., lifetime value) beta

• Past purchases beta

• Time since last conversion beta

$0.10 $5 $0.05 $0.70


Finding past site visitors across the Google

Display Network

*Source: comScore October 2012

87.6%

94%

87.6%

According to comScore, the Google Display Network reaches:

Of all US internet users per month

Of all Global internet users per month

2m+ Publishers

including hundred’s of

comScore’s top 1,000

sites

65% top 200

comScore sites

Google O&O

YouTube, Google

Finance, Gmail,

exclusive text

inventory


Expanding dynamic remarketing to all sectors

We’re not just for retailers …

Hotels

Currently in pilot

Flights Education Custom Feeds


Agenda



Dynamic Remarketing


Case Studies

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Expand the opportunity with one site-wide tag

Audience Reporting

Remarketing on to

search and display

campaigns

Similar Audiences


Amplify the power of remarketing with Similar

Audiences

Similar Audiences

Remarketing Lists

7x

By using Similar Audiences along with remarketing, advertisers typically see:

• 60% more impressions

• 58% more clicks

• 41% more conversions

Source: Google internal data

Google Confidential and Proprietary

Learn more about your audience to refine your

audience targeting strategy Audience composition reports gives detailed insights on your site visitors

Target Group Analysis Report

People on your site are interested in …

People on your site are [x] times

more interested in [ ] than the avg

internet user

X% age breakdown

X% Male / Female

Google Confidential and Proprietary

What you can do with audience insights?

Target new prospects with tailored messages and bids to

raise brand awareness and drive more qualified traffic to

your site

The Google Display Network has a largest, high-

quality audience data set.

1B+

30

1000+

with interests

and demographics

top level categories

sub-categories


Agenda



Dynamic Remarketing


Case Studies

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For ROI-centric goals, remarketing leverages the

best aspects of search and display, providing a

more relevant experience for users and

companies.

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- David Gudai, vice president of marketing, Storkie Express


Give high-value users a reason to come back

Marketing Goal:

increase bookings and improve ROI

by aggressively marketing to high-

value users via an audience list

generated off of Homepage and

Category page visitors

Implementation:

• Mirror high priority campaigns and

associate corresponding audience

lists to customize for brand-aware

searchers

• Bid up 50% over control in RLSA

accounts to bid into premium spots

for returning users

• Tailored ad copy emphasizing new

sales; giving the consumer a reason

to come back

Results: • 145% increase in CTR

• 315% higher Conversion Rate

• 250% higher ROAS

WTH is a multi-brand distributor

in the travel vertical tested remarketing lists for search ads in the competitive

Cruises space


Driving performance with Remarketing Lists

for Search Worldstores successfully used Remarketing Lists For Search to increase their search presence for users who had previously visited their site but had not converted

*.vs when no remarketing present

**Last click conversion increase on remarketed campaigns vs when no remarketing present

“RLSA allows us to segment

our data and gives us more

control and targeting options

than a normal search

campaign. Overall our

campaigns have more depth

and it gives us more insight

into attribution modeling.“

Joe Murray, Co-Founder and Joint CEO,

WorldStores Ltd

Results: • CPA* -43%

Conversion Rate** 2.3x

• Conversions +8%


Tirendo saw a 161% increase in conversion rate

with remarketing lists for search ads

Objective:

Increase sales

Increase ROI

Implementation:

• Used the same list in the GDN

Remarketing campaign in the new

RLSA Campaign

• Increased bids for all

retargeted users

• Differentiated bids according to

customers who have a general

browse on the homepage and those

who search for specific sizes and

brands

Results: • Increase in Conversion rate: +161%

• Increase in turnover of 22%

• CPO reduced by 43%

Online tire trader offering branded tires

at competitive rates

Tested RLSA to increase sales


Dynamic Remarketing delivers Storkie Express conversion rates 203%

higher than regular display and lower costs-per-conversion

Custom invite printer increase conversion rates and decreases CPC

Marketing Goal:

To create awareness of Storkie brand

and product offerings, and to connect

with customers

Solution:

Ran ads on search and Google

Display Network, created remarketing

campaign, and used Dynamic

Remarketing to automatically tailor ad

messaging

Tactics:

• Ran ads on search and Google

Display Network

• Created remarketing campaign

• Used Dynamic Remarketing to

automatically tailor ad messaging

Results: • Conversions grew 117% on Google Display Network

• 203% higher conversion rate than regular display ads

• 119% higher conversion rate than regular remarketing

campaigns; Dynamic Remarketing

https://docs.google.com/a/google.com/file/d/0B280gKQQirzvSUtuTUpNNzMyRzg/edit


Dynamic Remarketing helps Campmor achieve 300% higher

clickthrough rate and lowers cost-per-conversion by 37%

U.S. retailer of camping & outdoor gear looks to reconnect with customers

Marketing Goal:

To increase brand awareness and

familiarize consumers with newer, nich

products as well as reconnect with

customers who have left

their site

Solution:

Ran ads on search and Google

Display Network, created remarketing

campaigns, and used Dynamic

Remarketing to automatically tailor ad

messaging

Tactics:

• Ran ads on search and Google

Display Network

• Created remarketing campaign

• Used Dynamic Remarketing to

automatically tailor ad messaging

Results: • 300% higher CTR, 37% lower

CPA

• 16% higher conversion rate, 13%

higher ROI than with static

Remarketing ads


CORT uses Similar Audiences to Enhance its remarketing Campaigns

and saw conversions grow by 31%

CORT uses Google Display Network to extend its presence in front of customers at all

stages of the purchasing process for their rental furniture business

Goal:

• Drive online lease transactions

• Create awareness among new

audiences

• Reach potential customers along all

points of the buying cycle

Approach:

• Used Similar Audiences to reach

new, highly qualified audiences

• Used Remarketing to reconnect with

site visitors

Results: • Conversions grew 31%, conversion rate up 27%

• CPA dropped 43%, 63% lower eCPM than Remarketing

• Increased the value of Remarketing campaigns


Loews Hotels adopts remarketing and similar audiences to reach new

customers and grow revenue

Loews Hotels & Resorts looked to expand their efforts with Similar Audiences

Goal:

• Capture online share of voice

• Expand to reach a wider audience

• Reach qualified people similar to

current customers

Approach:

• Moved 70% of budget from offline to

digital: 40% on search, 60%

on display

• Began using Google Display

Network and Remarketing

• Boosted budget, used Similar

Audiences for Loews Regency Hotel

campaign

Results: • Overall: 10%+ revenue, 9%+ bookings, 5%+ unique

site visitors

• Remarketing generated $60,000 for $800 spent

• Loews Regency Hotel campaign: 60%+ revenue, 57%+

bookings, CPA dropped 9%

• Cyber Monday campaign: Grew revenue from $1.3M to $2M

YOY20%


Additional Product Details


Reaching shoppers starts with the

Google Merchant Center

Search

Google Product Search

Google Commerce Search

Google Catalogs

Google AdWords /Google Display Network

Dynamic Remarketing Product Listing Ads

Dynamic Text Auto-optimized layouts

Conversion Optimizer Dynamic Ad Builder


Access exclusive text inventory with Dynamic

Product Ads

Dynamic Remarketing with text ads

Reach text-only portion of GDN (8B impressions a day)

Exclusive Advertise on text inventory that

most other networks and DSPs

do not have access to

Customizable Retail advertisers can tailor text

ads based on remarketing lists

Easy Create and manage

text campaigns like display


Easily dive into remarketing with Google Analytics

Create advanced remarketing strategies with Google Analytics

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Re-use your Google Analytics tag

Make a one-line, one-time change to your GA tags

Leverage your GA data

Use over 200 analytics dimensions

& metrics to target precise audiences

Build & edit lists with ease

All using the Google Analytics UI

Create sophisticated lists based on visitor activity

Built on an intelligent understanding

of cross-session visitor behavior

Reach your visitors across the web

Lists automatically appear in AdWords

to run ads on the GDN


Create more powerful and relevant campaigns

Google Analytics lets you create unique and precise lists based on…

On-site behavior Customer location

Recent or frequent visitors

Referral source

Engagement High value customers

Abandoned shopping carts

Up-sell & cross-sell Sequence of visits


Getting started on GA Remarketing

Update your privacy policy

Update your tags

Link your AdWords account

Get Admin access

Create lists in GA then target in

AdWords

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New opportunities for remarketing

Technology

google display network

overview remarketing list

google confidential

remarketing lists

similar audiences

dynamic remarketing

conversion rate

optimal bid