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3 Bold Tips to
Rethink Remarketing
Erin Sagin, Customer Success Manager, WordStream
@erinsagin
Mark Irvine, Data Scientist, WordStream
@markirvine89
#wordstream
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#wordstream
About WordStream
Search Marketing software company founded in 2007 located in Boston, MA
Winner of Best Customer Engagement Driver Award from MITX
Leading provider of:o PPC Advisor (PPC Management Platform) o The Free AdWords Performance Gradero The Free AdWords Landing Page Gradero Expert PPC Management Services
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PPC University
Go straight to the front of the class with WordStream's PPC University.
You'll learn how to master pay-per-click advertising and Google AdWords in three guided courses, from PPC 101 to Advanced PPC, plus webinars, white papers, and free tools to help you along the way.
Get smart in Pay-Per-Click Advertising!
wordstream.com/learn
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Share The Webinar!
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Meet Our Presenters
#wordstream
Erin Sagin, Customer Success Manager
• Recently spoke at PubCon in Las
Vegas
• Oversees a team managing 2,000+
Paid Search Accounts
• When she’s not working, you’ll find
her hula hooping, vacationing in the
Caribbean and binging on reality TV
• @erinsagin
Mark Irvine, Data Scientist
• 3+ years of Paid Search experience
• Spot trends in data to help hit search
& remarketing goals
• Trains new WordStreamer’s on paid
search best practices
• Shamelessly addicted to reality TV
• @MarkIrvine89
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Tip #1 Be Creepy
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#wordstream
Users are 76% more likely to
click on a remarketing ad!
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Non-Remarketing Ad
Remarketing Ads
A remarketing ad is more likely to be clicked, even if
the user has seen it 6 times before, than a brand new, non-remarketing ad!
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Epiphany #1: Set your Impression Caps to Unlimited.
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#wordstream
Daily Impression
Cap
Average # of Impressions
Delivered
2 1.21
3 1.54
4 1.75
5 1.87
6 2.07
7 2.12
8 2.14
Unlimited 3.71
Ads are almost never
served to their full
impression cap!
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#wordstream
9:15AM: Coffee Break• User shops online and puts item in cart• Interrupted before completing purchase• Cookied and added to remarketing list with
impression cap of 2
12PM: Lunch Break• User returns online to browse email• Served one remarketing ad• Returns to work
3PM: Afternoon Break• User goes online to read the news• Not served second remarketing ad, as
Google assumes she will return online later in the day
5PM: Workday Complete• User packs up and heads home for the
day• Google never had the opportunity to
serve another ad and the impression cap of 2 is NOT met
The Display network is Competitive
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#wordstream
22% at BEST
It is safe to set your caps
high!
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What’s the moral of the story?
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Tip #2: Be Everywhere
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14 Ad Formats on Google Display
Network
#wordstream
Not all ad formats have the
same reach:
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But the same formats still do!
Different ad formats don’t compete.
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Epiphany #2: Utilize all ad
formats and sizes
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#wordstream
• AdWords Ad Gallery, formerly the Display Ad Builder, allows you to create ad of all sizes for free.
• Don’t like the AdWords option? Try BannerSnack software or work with a graphic designer!
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Tip #3: Be Persistent
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But I’ve always been told to set short
membership durations to prevent ad fatigue…
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Yes, that’s $56…on ice cream. All thanks to remarketing.
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Epiphany #3: Set Your Membership Duration
to 3x Your Average Sales Cycle.
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Pro Tip!
#wordstream
1. Head to Google Analytics.2. View Conversions Time Lag.3. Determine the time frame in which 95% of your conversions
occur. This should be your new Membership Duration.
30 Day Duration!
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Let’s Recap
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3 Bold Steps to Boost your Experience
1. Be Aggressive Set Impression Caps to Unlimited
2. Be Everywhere Create Ads in All Formats and Sizes
3. Be Persistent Extend your Membership Duration to 3x Sales Cycle
#wordstream
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Join our next webinar!
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Thank You!
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Questions? Give us a call.
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