Remarketing – the art of increasing brand visibility and conversions

SITE RETARGETING & REMARKETING

DAN ROCHEPPC SPECIALIST

WHAT IS REMARKETING/RETARGETING

• RETARGETING IS THE FUNCTION OF CAPTURING INFORMATION AT ONE TOUCHPOINT & USING THAT INFORMATION TO TARGET A USER AT ANOTHER TOUCHPOINT

• SEOMOZ STUDY SHOWED THAT RETARGETED CUSTOMERS WERE 70% MORE LIKELY TO CONVERT & THEY WILL SPEND OVER 50% MORE THAN NORMAL VISITORS

GOOGLE ADWORDS REMARKETING

TYPICAL INTERNET USER

REMARKETING

GOOGLE ADWORDS REMARKETING

• STAGE 1: THE STANDOFF

• STAGE 2: THE INTERACTION

GOOGLE ADWORDS REMARKETING

• STAGE 3 ANNOYANCE

GOOGLE ADWORDS REMARKETING

FREQUENCY CAPPING

• VERY IMPORTANT TO USE FREQUENCY CAPPING

• TIP – LOOK AT TIME LAG REPORT IN MULTI CHANNEL FUNNELS

SOURCE: SEARCH ENGINE LAND

REMARKETING LISTS

• KEY TAKEAWAY FROM YESTERDAY - KRISTJAN MAR HAUKSSON

• USE TOP CONTENT REPORTS IN GA TO CREATE REMARKETING LISTS

• CREATE A CUSTOM REPORT OUTLINING PAGE, CONVERSION RATE AND REVENUE

• CREATE MULTIPLE

NEGATIVE REMARKETING LISTS

• WHEN AN ADVERTISER HAS MULTIPLE REMARKETING LISTS, NEGATIVE LISTS MUST BE CREATED TO STOP CERTAIN USERS WHO VISITED THE SITE BEING RETARGETED TO

• COULD ADD NEGATIVE LIST OF CONVERTED USERS DEPENDANT ON PRODUCT

• IF NEGATIVE LISTS ARE NOT ADDED AND A USER IS ON 2 LISTS QS WILL PREVAIL

REMARKETING CUSTOM COMBINATIONS

• CUSTOM COMBINATIONS ALLOW AN ADVERTISER TO USE MULTIPLE CRITERIA TO ENSURE EXACT USERS ARE TARGETED

• IF YOU NEED TO TAILOR ADVERTS TO WHAT A USER DID ON YOUR SITE THEN CUSTOM COMBINATIONS ARE AWESOME

• EXAMPLES:

• VISITORS WHO VISIT A SHOPPING CART PAGE AND DO NOT CONVERT

• VISITORS WHO PURCHASE A COMPUTER WHO DO NOT BUY A KEYBOARD

• VISITOR WHO BUYS A PRODUCT CAN BE RETARGETED WITH ANOTHER PRODUCT E.G. WHISKEY

SETTING UP CUSTOM COMBINATIONS

REMARKETING MEASUREMENT

• THINGS YOU SHOULD LOOK AT:

• RELATIVE CTR• VIEW THROUGH CONVERSIONS• MULTI CHANNEL FUNNELS

• RELATIVE CTR SHOWS AN ADVERTISERS PERFORMANCE VERSUS OTHER ADVERTISERS WHO WISH TO APPEAR ON THE SAME SITES

• WORKED OUT BY DIVIDING YOUR CTR ON DISPLAY PLACEMENTS BY OTHER ADVERTISERS CTR. AVERAGE IS 1X

REMARKETING MEASUREMENT

• VIEW THROUGH CONVERSIONS OCCUR WHEN A USER SEES AN IMAGE OR RICH MEDIA ADVERT, DOES NOT INTERACT WITH IT BUT COMPLETES A DESIRED ACTION ON YOUR SITE

• USUALLY SET AS DEFAULT AND HIDING IN THE COLUMNS TAB IN ADWORDS.

MULTI CHANNEL FUNNELS

• ATTRIBUTION STILL REMAINS UNCLEAR IN THE INDUSTRY

• ECONSULTANCY REPORT SHOWS THAT 54% OF AGENCIES STILL USE LAST CLICK ATTRIBUTION

• 41% USE CUSTOMISED ATTRIBUTION

WHAT GOES ON IN MY HEAD

• B2C CLIENTS – PAYMENTS DECLINED

• B2B CLIENTS – PURCHASE ORDER

ANY QUESTIONS?

EMAIL: [email protected] @COCKETMAN

THANK YOU FOR YOUR TIME