ADVANCED SEGMENTS AND REMARKETING LISTS
Thursday 25th of August Sam Stals
Launch remarketing feature inside
AdWords
March 2010
Remarketing linked with Google Analytics
July 2012
Launch RLSA
July 2013
Creativity Targeting Personalization➕ ➕
Instead of spending 1 MIL to target 500K potential users, identify the 1K
that is actually interested in your service/ product.
TARGETING
Instead of spamming the sh*t out of everyone and throwing out money,
devise remarketing scenarios for maximum efficiency.
PERSONALIZATION
SEQUENTIAL STORYTELLING
“I need a new bed because…” My old one is worn out My back hurts I sleep badly I am redecorating the bedroom I am moving
Trouble sleeping
Back problems
Relocating
Message #1 Message #2 Message #3
Message #1 Message #2 Message #3
Message #1 Message #2 Message #3
Trouble sleeping
Back problems
Relocating
Message #1 Message #2 Message #3
Message #1 Message #2 Message #3
Message #1 Message #2 Message #3
Guide users through a specific flow using remarketing features
Change targeting, copy, CTA & landing page.
StoryUitvaartkosten
StoryUitvaart
StoryWilsbesch.
Retargeting list
Social/bannering
1
2
3
Retargetinglist
Display ad
StoryUitvaart
New list
Moving on
Analyzing data in aggregate is a crime.Analyzing your target
audience in aggregate is a crime.
Discovery Understanding Action Loyalty
Seekers Diggers Buyers Amplifiers
LOCATOR pages FAQ pages PROMO pages BLOG pages
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Retargeting audience CTA
Disc
over
yU
nder
stan
ding
Loya
lty
Retarget people that visited product page but didn't download/calculate/open account
Download!
Retarget people that visited site +2x but didn’t download/calculate/open account
Subscribe to newsletter!
Retarget people that calculated/downloaded but didn't open account
Open account!
Retarget people that calculated/downloaded/selected fund but didn't open an account
Open account!
Retarget people without account that visited obligations page but didn’t sign up for notifications
Get notified!
Retarget people that opened account/subscribed to newsletter but didn't buy a fund
Start investing!
Retarget people that opened account/ wrote a review but didn't buy a fund
Start investing!
Retarget people that opened account/logged in but didn't buy a fund
Start investing!
Actio
n
Retarget people that started the account opening process, but didn’t open an account
Open account!
Retarget people that selected most purchased funds, but didn’t open an account
Open account!
Retarget people that opened account/bought fund, but didn't write a review
Write review!
Retarget people that opened account/bought fund, but didn't subscribe to newsletter
Subscribe to newsletter!
Put your money ..
.. where your
mouth is
https://www.google.com/analytics/web/template?uid=TUszC3ubTKO3EpRHTI7CHw
ENGAGED TRAFFIC
https://www.google.com/analytics/web/template?uid=lHADmiNISHSYek7hb66u6A
NON BOUNCING SOCIAL TRAFFIC
https://www.google.com/analytics/web/template?uid=ym6QA_sDTuq9VMPIlFkjPg
PAID GENERIC TERMS (EXCL. BRAND)
https://www.google.com/analytics/web/template?uid=4hrU83mcROuj-HiKhCkk7Qhttps://www.google.com/analytics/web/template?uid=hBTOXECKQx2zA3YsmYfQPg
BUSINESS HOURS VS OFF BUSINESS HOURS
https://www.google.com/analytics/web/template?uid=jy63vsPJSAe3g-CitoVYfA
SHOPPING CART VISITS WITHOUT TRANSACTIONS FROM ADWORDS
https://www.google.com/analytics/web/template?uid=hpED2xQJQ06BnbG8wUZRQA
BIG FISH
RE-COMMERCE RE-SELLING
Understand the journey users
undertake.
Align custom segments with
customer journey.
Base remarketing lists on custom
segments.
Use inception-like mindset to guide users through the
funnel.
The key to success lies with creativity and targeting and personalization.
Sam StalsOnline Marketing Consultant
+32 497 67 12 48
Thanks!