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Tara Dee West@Koozai_Tara
REMARKETING IN 2014YOUR GUIDE TO ADWORDS REMARKETING IN 2014
The paid search landscape
used to look like this…
Now it looks like this…
WHAT IS REMARKETING?
“Remarketing lets you show ads to users who have previously visited your website as they
browse the web”AdWords
DID YOUKNOW?
“Retargeted customers are 70%
more likely to complete a purchase
than someone who has not been
remarketed to"Source: Criteo
If you want to achieve exposure but have a
limited budget
When there’s a
long path to purchase
Visual products
When seasonal
purchases are
important to you
If your product involves repeat
purchase
WHEN SHOULD YOU USEREMARKETING?
How does Remarketing work?
Isn’t that a bit like stalking?
How to persuade decision makers…
Is your competitor doing it?
Time Lag Report in AdWords
You can start with a
small budget
WAYS TO SELL IT INTO YOUR ORGANISATION
Dynamic Remarketing
Suitable on Ecommerce sites only
Links with Google
Merchant Centre
Displays image & price of viewed
products
You customise
an ad template
Uses a site-wide tag but you can
exclude pages
DYNAMIC REMARKETING
Innocent could enhance their branding campaign
by retargeting people with compliments!
Virgin Active could remarket to existing members
visiting the log-in page to promote new services
Wagamama could drive footfall into a
physical store with user location segmentation
Odeon could segment by device & remarket
to mobile users to promote their app
Subway could target by Affinity Categories
for ‘health’ if they launch a new healthy sub
You can find the Affinity Categories report
in Google Analytics
Boots could Target by In-Market
Buyers for Beauty
You can remarket to drive visitors to a Facebook
page, or remarket to your Facebook fans
B&Q could remarket to viewers, showing their
‘how to’ YouTube videos with built-in code
Try Google Defined Best Users
in Google Analytics
REMARKETING LISTS FOR SEARCH ADS
“Remarketing lists for search ads provides yet another opportunity
to optimize your search campaigns by letting you tailor
your keyword bids and ad text for your highest value prospects — people who have visited your website in the past — when
they’re searching for what you sell.”
AdWords
Debenhams could use RLSAs to bid on [Dior]
which might otherwise be too generic
REMARKETING LISTS FOR SEARCH ADS (RLSA)
Must use AdWords
Remarketing tag
(not Analytics)
Make bid adjustments on
remarketing audiences
Only target remarketing
audiences within search
Bid on generic keywords as more qualified audience
Use it on brand campaigns
Tailor ad messaging for users closer to purchase
Learn more at http://kooz.ai/PPC-RLSAs
Update your Privacy Policy to declare
DoubleClick cookies
Get the code from Google Analytics
(not currently compatible with Universal Analytics)
Paste it before the closing </head> tag on
every page, replacing your existing GA code
In the ‘Admin’ panel in Google
Analytics
Name them descriptively
Consider your
member duration
You need at least 100
members to start
Custom combination lists created in AdWords
REMARKETING LIST CREATION
Learn how at http://kooz.ai/RMKT-list
REMARKETING CAMPAIGNCREATION & SETTINGS
Put GDN Remarketing
campaigns in their
own campaign
Create 1 campaign per
strategy or 1 ad group
per strategy
Set frequency capping at
campaign level
Exclude inappropriate categories
Set bids at ad group level
Choose ‘Above the Fold’
Set Frequency capping in the campaign Settings tab
Include one of each ad
size in every ad group
Use the same
creative theme as
your website
If you use animated
ads, have a static
version too
Include your brand logo
Make ads specific to
the ad group strategy
REMARKETING AD CREATION
Analysis & Measurement
Focus on View-through Conversions
as well as Conversions
Optimisation
REMARKETING OPTIMISATION
Review frequency capping
using Dimensions tab data
Split test ad creatives
Monitor Lost Impression
Share Due to Rank
Review Placement Report
Split out top performing lists into new campaigns
Try adapting lists
Available at http://kooz.ai/free-whitepapers
LOADS MORE FREETIPS AND ADVICE
IMAGE SOURCES • Ideas image: http://www.bigstockphoto.com/image-40991368/stock-photo-great-idea
• Measuring Tape image http://www.bigstockphoto.com/image-292887/stock-photo-measuring-tape
• Keywords image http://www.bigstockphoto.com/image-44444818/stock-photo-keywords-handwritten-with-white-chalk-on-a-blackboard
• People image http://www.bigstockphoto.com/image-3825485/stock-vector-people
• Brand image http://www.bigstockphoto.com/da/image-42565174/stock-photo-brand-koncept-r%C3%B8d-mark%C3%B8r
• Stalker image http://www.bigstockphoto.com/image-26433404/stock-photo-pretty-young-teen-girl-calling-on-cell-phone-with-mysterious-strange-man-lurking-behind-her
• Cookie Monster image http://www.bigstockphoto.com/da/image-5137229/stock-photo-cookies-f%C3%A5r-h%C3%A6vn
• Wallet image http://www.bigstockphoto.com/image-3063448/stock-photo-saving-cash-money
• Strategy image http://www.bigstockphoto.com/image-45881860/stock-photo-strategy-blue-marker
• Make Ideas Happen Image http://www.bigstockphoto.com/image-50588084/stock-vector-quote-typographical-background%2C-vector-design-make-ideas-happen
• Privacy Policy image http://www.bigstockphoto.com/da/image-47000122/stock-photo-privatlivets-fred-politik-koncept