4 keys to effective remarketing

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Keys to Successful Remarketing

Amy Bishop | Clix


That One Slide

• PPC Manager 6+ years• Travel Enthusiast• Loves cat memes. Okay, any memes.• Twitter: @Hoffman8


4 Keys to Successful Remarketing

• The Why• The Who• The How• Putting It All Together

Practical Strategies for Selling Tickets in a Social World

The Why


What’s The Goal?• Keeping Consumers Engaged Throughout A Long

Buying Cycle• Net New Sales/Leads• Bringing Back Previous Buyers• Prospecting (lookalikes)• Announcing New Products• Re-engaging Consumers


“Because Remarketing?”


“Because Remarketing?”

Not a Goal!


Find Middle Ground with Consumers

• What Problem Will You Solve?• What Do You Have That They Need or Want?• Why Should They Choose You?

The Answers To These Questions Will Help You Target Your Campaigns & Deliver Helpful Content.


The Who


Your audience is a pool of *individuals*


Out With the Old!

• Remarketing everyone that hits the home page

• Using the same ads and same landing pages for every visitor


Remarketing Lists Should Be Informed

• Consider the information you can garner from:

• Pages visited

• Source/Medium/Campaign Information

• Actions that taken on site (events, goals, conversions)

• Location

• Demographics


Example Lists

• People that have logged into a loyalty UI

• Completed a Micro-Conversion

• Visited a Page That Speaks to Their Needs (Product, Industry)

• Remarketing Lists for Channels that Don’t Offer Remarketing

• Hyper-Local Lists

• Layering Lists For Specificity


Wait What Did You Say About Channels That Don’t Offer Remarketing?

Using Google Analytics Lists You can Retarget Sources like LinkedIn that don’t offer Remarketing.

Tag campaigns with utms & use that to segment audiences.


Custom Audiences

• Build audiences based upon email lists and any information attached to the email.

• Lists Could Be Comprised of:

• Reminders for Seasonal Businesses

• Recurring Needs

• Leads that haven’t closed

• Loyalists

• Demographics


Performance Lift

Not surprisingly, segmented lists tend to perform much better than sitewide remarketing.


But What About the People That Don’t Fit Into a Tightly Segmented List?

Key Takeaway: Target as narrowly as possible without leaving money on the table.


Tips For Your Catch-All Campaign

1. Use a separate campaign so that you can control budget individually

2. Exclude lists that are utilized in other remarketing campaigns

3. If your catch-all list is significantly bigger than the culmination of your other lists, you should be doing more on-site to improve segmentation


Your Primary Conversion is Your #1 Goal but If You Can’t Get That, Get *Something* That

Will Help You Plan Your Next Move.


Not Everyone is Going to Buy…. No Matter How Many Times You Remarket Them

Little known fact:


The Secret Remarketing Guru


Know When to Hold ‘Em

• Build Audiences Deliberately

• Create a User Experience that Facilitates Learning

• Use Your Data to Segment and Layer Lists


Know When to Fold ‘Em

Build audiences with the sole purpose of exclusion.

Example: create lists based upon time on site, etc. in Google Analytics


Previous Purchasers Shouldn’t Always Be Excluded! • Sell Add-Ons or Upsell• Promote Sales• Bring In-Store, When Nearby• Promote Product Announcements/Releases• Promote Seasonal Products or Recurring Needs


The How


Remarketing Channels• Display Remarketing• Dynamic Remarketing• Remarketing Lists for Search Ads (RLSA)• Remarketing Lists for Shopping (RPLA)• Remarketing for Dynamic Search Ads (RDSA)• Social Remarketing


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Display & Dynamic Remarketing

• Great for providing a visual reminder• Can generate a lot of impressions • More of a Push mechanism than

most other remarketing options• Can be used to generate

awareness


Remarketing Lists for Search Ads

• Bid up valuable lists within search campaigns• Exclude lists from non-RLSA• Typically lower CPCs & CPAs than non-RLSA campaigns

A Stealthy Way To Keep Yourself Top of Mind.


Remarketing Lists for Shopping Ads• Similar to RLSA except for Shopping• Noted a 50% Decrease in CPA compared to the

same products in the regular campaign• Can be a great way to leverage loyalist & previous

purchaser lists.


Remarketing for Dynamic Search Ads

RDSA is great for query mining… with a safety.


Social Remarketing• Another Push Channel• Great for Mobile Reach• A Lot of Different Ad Formats• Also Great for Prospecting: Social Engagement Can

Help Provide Trust & Expand Reach & Lookalike Audiences


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An eMarketer Study found that 66% of People Will Research a Brand After Hearing About it via Social Media

& 35% Will Go On to Make a Purchase.

http://www.emarketer.com/Article/Social-Promoters-Power-Brand-Engagement/1012758


Implementation


Albert Einstein’s Remarketing Insight


The Experience

Customize Ads and Landing Pages Based Upon the Information You’ve Used to Create Lists

The more you know the better you can deliver.


Remarketing Ads Should Be Helpful

Said No One Ever.


Align Messaging With Consumer Needs/Interests

• Product or Category they Viewed• Seasonal Promotion, Product, Service or Event• New Products• Accessories to Things They’ve Purchased• Sale or Promotion


Example:

• Client Services a Broad Range of People/Roles• Determined That Performance is Stronger Ads Align

With Role• Build Lists Based Upon Role & Deliver Ads & Landing

Pages That Align With The Lists

Client Found The CPA to Be As Much as 75% Lower When Ads & Landing Pages Were Specific To Consumers


No Promo? No Problem!

Highlight your understanding of their needs + your value:• # of Happy Customers, Years in Business• Ratings• Ease and Convenience• Warranty/Return Policy


Using Remarketing to Guide Consumers Down The Funnel

• Build Out Your Funnel In a Series of Micro-Conversions• Add and Exclude Users to Lists As They Complete

Micro-Conversions

Note: Works Best With Long Sales Cycle and High Margin Products. Must Keep An Eye on ROAS.


Get Real Weird With It(but like.. In a good way.)


The 4 Keys To Successful Remarketing


Be as Specific As Possible


Know Who to Remarket and Who to Let Go.


Choose The Right Channel For Your Goals. Or Use them All!


Customize The Experience When Possible.


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