remarketing - heaven or hell?

By Sven De Meyere

Remarketing: heaven or hell?

Friday, April 7, 2023

AGENDA

What is remarketing?

4 ingredients for remarketing succes

Typical remarketing flow

4 advanced remarketing tactics

Reference Client Case

But not...

Technical deepdive

Detailed implementation walktrough

• The Reference

What is remarketing?

What is remarketing?

Remarketing is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion.

Source: Wikipedia

What is remarketing?

Remarketing can help you reach people who have previously visited your website as they visit other sites on the Google Display Network or search on Google. Using remarketing, you can show these customers messages tailored to them based on which sections of your site they visited.

Source: Google

What is remarketing?

Remarketing is getting back in touch with people who already know your brand, by showing messages that deliver added value.

Source: Sven

What is remarketing?

Remarketing is getting back in touch with people who already know your brand, by showing messages that deliver added value.

Source: Sven

!

The Reference

4 ingredients for

remarketing succes

4 Ingredients for remarketing succes

TimingSegmentation Added valueContext+ + +

Buyers

Ready-to-buyers

Non-interested visitors

€€€

Visited shopping cart

Viewed more than X pages

Bounced visits

Segmentation

Interested visitors

Buyers

Ready-to-buyers

Non-interested visitors

€€€

Visited shopping cart

Viewed more than X pages

Bounced visits

Segmentation

Interested visitors

4 Ingredients for remarketing succes

TimingSegmentation Added valueContext+ + +

The Reference

Timing

For example• Winter & summer holiday• Winter & summer clothing• Printers & cartridges• Swimming pool & maintenance

Context

Context

Added value

WIIFM?• Reminder• Opportunity• Additional benefit• Additional information

4 Ingredients for remarketing succes

TimingSegmentation Added valueContext+ + +

The Reference

The Reference

How does it work?

Remarketing: visitor flow

Cookie Browsing

revisit

Visitssite

Leaves site

ConvertMessag

e

Or not

Or not Image Text

Different platforms & providers

Different platforms & providers

Different reach & inventoryDifferent trackingDifferent segmentationDifferent targeting

Remarketing should be user driven, not technology driven

The Reference

Advanced remarketing

scenarios

4 advanced remarketing tactics

1 32

DelayedStart

remarketing after a certain

period

SearchRetarget users

in Google Search

DynamicCreate

dynamic ads with the

products that users viewed

4

FacebookUse custom audiences to

retarget users

Delayed remarketing

When timing is vital (ingredient 1)Done by using custom segmentation & cookie duration

For example:• Membership list 1: 30 days • Membership list 2: 365 days

Remarketing campaign targeting:• Included in list 2• But not in list 1

Remarketing for Search

Specific keywords

Remarketing list

Target users in Google SearchOnly when they’re searching for specifc keywordsOpportunity for SMB’s

Google Search

Dynamic remarketing

Adwords remarketing+Google

Shopping

Dynamic remarketing

Dynamic remarketing

Facebook remarketing

Coming soon!

Facebook remarketing

Target existing clients

Not based on names?

Facebook remarketing

Client case: SEG

Client case: SEG

Client case: SEG

Client case: SEG

Client case: SEG

School Overall CPL Remarketing CPL

SEG 76 16

Ritz 48 41

SHMS 109 28

IHTTI 107 65

Culinary Arts 45 20

HIM 57 42

Client case: SEG

MayJune July

August

September0

50100150200250300350400450

258

332374 392

0

Total leads

Leads

MayJune July

August

September0

20

40

60

80

100

120

140115

7761

49

0

Cost Per Lead (CHF)

CPL

@demeyeresvensdemeyere@reference.be

Sven De Meyere