Rethinking Remarketing

Rethinking Remarketing

Erin Sagin, @erinsaginWith the help of Mark Irvine, WordStream’s resident Data Scientist

@erinsagin

Meet Erin• Customer Success Manager at

WordStream in Boston, MA

• Has specialized in Paid Search for 3 years

• Team consults for over 2,000 accounts

• When I’m not working, you’ll find me hula hooping, vacationing in the Caribbean and binging on reality TV

@erinsagin

@erinsagin

Tip #1: Be Creepy

@erinsagin

@erinsagin

@erinsagin

Users are 76% more likely to click on a remarketing

ad!

@erinsagin

@erinsagin

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!

Epiphany #1: Set your

Impression Caps to Unlimited.

@erinsagin

@erinsagin

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!

@erinsagin

@erinsagin

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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22% at BEST

It is safe to set your caps high!

@erinsagin

What’s the moral of the story?

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Tip #2: Be Everywhere

@erinsagin

14 Ad Formats on Google Display Network

Not all ad

formats have the

same reach:

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But the same formats still do!

Different ad formats don’t compete.

Epiphany #2: Utilize all ad formats and

sizes.

@erinsagin

@erinsagin

It’s Easy!

• 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

@erinsagin

But I’ve always been told to set short

membership durations to prevent

ad fatigue…

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@erinsagin

@erinsagin

@erinsagin

Yes, that’s $56…on ice cream. All thanks to remarketing.

Epiphany #3: Set Your Membership

Duration to 3x Your Average Sales

Cycle.

@erinsagin

@erinsagin

Pro-Tip!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

!

@erinsagin

Let’s Recap!

3 Bold Steps to Boost Your Exposure

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

@erinsagin

Thank you, Pubcon 2014!

@erinsaginesagin@wordstream.com

Download Slides at: bit.ly/pubcon14