Optimize Your PPC Retargeting Program To Boost ROI

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&HOSTED BY:

Optimize Your PPC

Retargeting Program

To Boost ROI

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Presenters

• Jonas Pauliukonis

– Senior Manager of Search Marketing at AdRoll

– @pauliukonis

• Amanda West-Bookwalter

– Senior Account Manager at Hanapin Marketing

– Blogger on PPC Hero

– Speaker at Hero Conf 2015

– @Amanda_WestBook

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?

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A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

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Live Poll Question #2

How do you manage your PPC account(s)?

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a) I’m part of an in-house PPC team.

b) I do all the marketing myself including PPC.

c) I work with an agency.

d) I’m a consultant.

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Data is King

“What you cannot deny is that there’s a seismic disruption happening in our

industry. Data strategy is the future of everything we’re banking on. We don’t

buy audience targets. We build customized audience targets. We put real-

time analytics behind it so we can continue to optimize the machine.”

- Deanie Elsner, CMO at

Kraft

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Intent is the Crown

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Four Audience Segments

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Messaging Mirrors Intent

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Performance-Driven Marketing

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Follow the Money

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Powerful and Versatile

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1. Build Customized Audience Targets

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2. Scale with Dynamic Creative

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3. Go Cross-Device

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Mobile is the New “First Screen”

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Mobile Case Study: Brilliant Earth

“With our customers across multiple screens throughout their day, AdRoll allows us to

connect with them regardless of the device or platform they’re using.”

-Kristina Simonsen, Marketing Manager

● 225% more volume on iOS vs. Android devices

● 20% more efficient CPC on iPhone vs. Android phones

● 50% below target CPC

● CTRs greater than 1%

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4. Go Cross-Channel (with Social)

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Social Case Study: Facebook CTA

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5. Cross-Pollinate Channel Data

Pull marketing Push marketing

Lower funnel Upper funnel

Intent/direct response Branding/awareness

Supply scarcity Supply abundance

Pull marketing

Full-funnel

Intent-based

Variable supply

Search Display Retargeting

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6. Remarketing For Search (RLSA)

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How Most Use RLSA

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1. Exclude previous converters

2. Increase bids on cart abandoners

3. Use generic keywords for previous visitors

4. Make dynamic ads to fill in the gaps and always be

present for relevant searches from past visitors.

Increase ROI w/ RLSA

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If your conversion is only valuable once,

exclude all past converters.

7. Past Converters

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Past Converters

Create a remarketing list based on the URL served after converting, normally a “thank you” page.

exclude all past converters.

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Past Converters

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Case Study

Comparing 24 days before/after

Over 9k impressions and nearly 3k clicks in each date range

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Case Study

Save $$ & increase conversions

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8. Cart Abandoners

Make a custom combination list

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Cart Abandoners

Add it to your search campaign or ad group

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Cart Abandoners

Choose a starting bid increase.

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Cart Abandoners

What’s this?

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Cart Abandoners

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Cart Abandoners

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9. Generic Keywords

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• Refine & Qualify Your Audience

• Bring Out The Big Guns

Generic Keywords

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Example:

Beef up your Q4 by targeting previous site visitors with generic gift keywords.

Generic Keywords

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Generic Keywords

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10. Dynamic RLSA

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Dynamic RLSA

• Targets people doing Google searches who have

already clicked an ad

• Let’s you use more broad keywords

• Qualifies your audience

• Fills gaps in product coverage

• Search term reports bring in new keyword research

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Dynamic RLSA

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Dynamic RLSA

How to Build It

• Make a DSA campaign• Add an audience• Bid & Target

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Case Study

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PPC Retainers

Need some assistance for your PPC? We offer on-going and one-time retainers.

Learn More:

http://www.hanapinmarketing.com/ppc-retainers/

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: [email protected]

AdRoll Feedback: [email protected]