Dynamic remarketing webinar deck final 6.10.14

How To Optimize Dynamic Marketing Campaigns

verticalnerve.com | 800.330.9450Google confidential l do not distribute

Today’s Presenters

Brian WinterAccount StrategistGoogle, Inc.

Dice NakamuraVP, Business Development & Ecommerce

StrategistVertical Nerve, Inc.

Dana RouleauBusiness Development

Mgr.Google, Inc.

Google confidential l do not distribute


Analytics ConsultingSearch MarketingConversion Optimization

a few of our

CLIENTS

Agenda


• Previous Google Shopping Series Webinars

• Dynamic Remarketing 101: How it Works

• How to Ensure Correct Campaign Setup

• Birddog Distributing Case Study

Google Shopping Seriesprevious two webinars

product specific PLAs & Google Shopping


The PLA Success Plan Part I

Primary reasons on building product specific PLAs through Shopping Campaigns

• Bid intelligently based on margin & price point• Negative keyword strategies applied to specific products• Ability to build promotional text on various price points & subset of

categories

The ROI

attributed to

PLA campaigns

should become the

highest performing

strategy in a marketer’s portfolio.Utilizing promotional text in PLAs for the

holidays


The PLA Success Plan Part II

Google Shopping Product Data

Attributes in the feed

Are your product titles optimized?


Optimize Your Data Quality

The better your data quality, the better you can match your products to shopper’s search queries.

Update your feed daily

Submit high quality images

Submit all required

attributes

Mind your descriptions

and titles

Adhere to our editorial guidelines




Submit all required

attributes


and titles




z


Submit all required

attributes


and titles


Minimum: 250 x 250 pixels

Recommended: 800 x 800 pixels

Accepted formats: GIF, JPG, PNG, BMP & TIF




z


Submit all required

attributes


and titles


Google improved support for merchant-defined multi packs

Google now recommends high-resolution display (800 pixels)

Google introduced ‘identifier exists’ attribute

Google recommends relevant attributes (i.e. color) in description field




z


Submit all required

attributes


and titles


70 character limit for titles and 140 character limit for descriptions

Include important information at the beginning

Mirror product information on the website

Don’t waste characters with the brand name




z


Submit all required

attributes


and titles


No promo text such as “Free Shipping” in descriptions

Do not use BLOCK CAPITAL LETTERS

Do not include a description of your store




Dynamic Remarketing 101

how it works


What is Dynamic Remarketing?

Clean product data & product specific strategies are still extremely

important!

…and how does it apply to our Google Shopping Series?

Key systems that have to interact with one another:

• Client website

• Google New Remarketing Tag on the client website

• Client’s remarketing lists

• Client’s dynamic remarketing campaign in AdWords

• Client’s Merchant Center

Dynamic remarketing campaigns use cookie-level data collected from client websites to remarket specific products back to users when they browse sites on

the GDN.


Make It Dynamic

Display a dynamic creative plugged to your Merchant Center inventory.

Target people who visited your website but didn’t convert.


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How Dynamic Remarketing Works Part I

1Anonymous user visits a client

URL containing the New Remarketing Tag (aka the smart

pixel).

2The New Remarketing Tag sets/collects

the DoubleClick cookie and passes dynamic variables to Google servers.

3

Google collects the cookie ID and variables, such as product viewed, page

type, product cost, category, etc.

4

Lists are created based on these variables (e.g. product viewers list)

Google Cookie ID: 0110101Prodid: ‘A8374’Pagetype: ‘Product’


How Dynamic Remarketing Works Part II

1Now, this same anonymous user goes to a publisher page on the

GDN

2They’re on a remarketing list that is linked to the client’s dynamic

remarketing campaign in AdWords

3

Using the product IDs that are in the user’s cookie, AdWords connects to the Merchant Center and pulls the matching product images and data for this user.

4

A dynamic remarketing ad that contains the specific products the

user had been viewing gets displayed to the user.


Common Problems

Client Website / Smart Pixel

• Client updated their site & accidentally removed the pixel on key pages or completely

• Pixel does not contain the correct data

Remarketing Lists

• Remarketing lists have no users

• Remarketing list size is declining

AdWords Account

• Dynamic remarketing campaign isn’t connected to the merchant center

• Conflicting campaign settings are used

Merchant Center Account

• The data feed expired in the Merchant Center and needs to be re-updated

• Product ads aren’t approved


How to Ensure Correct Campaign Setup


Some Basic Things Have to Happen

The pixel must be on the client site

The Merchant Center must have approved product ads

Prodids must match between the pixel and the Merchant Center

AdWords must be linked to the Merchant Center

Remarketing lists must have users

Bids and budgets must be high enough


1

2

3

4

5

6

Quick “Sense Checks”

Impressions stop serving

Campaign volume changes drastically & suddenly

Campaign performance changes drastically & suddenly

Campaign impressions change drastically & suddenly


1

2

3

4

If the campaign was running fine before, the setup is probably fine, unless…

How to Check Pixel Setup


Use the Google Tag Assistant! (available for Chrome here)

Check if the Smart Pixel (aka “Remarketing Tag (new)”)

is working on the home page, product pages and cart page.

https://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl=enhttps://chrome.google.com/webstore/detail/tag-assistant-by-google/kejbdjndbnbjgmefkgdddjlbokphdefk?hl=en

How to Check Product Ads Approval in the Merchant Center


Look under Product Ads. If most product ads are active,

they’re ready to run a Dynamic Remarketing campaign!

You can check this in the Dashboard in the Merchant Center.

How to Check Prodid Match between the Pixel & the Merchant Center


Look under the Tag Validation Summary. If more than 80% of Product IDs match, they’re fine. If less than 80% match, review the Prodid matching.

If less than 50% match, there is a bigger issue.

You can check this in the tag validation tool (link here)

https://chrome.google.com/webstore/detail/adwords-remarketing-tag-v/iokkmdmobnhjmhbapieilipodaaeohol?hl=en-UShttps://chrome.google.com/webstore/detail/adwords-remarketing-tag-v/iokkmdmobnhjmhbapieilipodaaeohol?hl=en-US

How to Check AdWords Linkage to the Merchant Center


Then, when you are creating your first dynamic remarketing campaign, you should see your Merchant Center linked. If not, you will be prompted to link them here.

First, use the Customer Information section of the tag

validation tool to make sure they’re whitelisted. If there is an ID used for serving GPA ads next

to Merchant Center ID, then they’re whitelisted.

The Bottom Line

Pixel is up

Product ads are approved

Prodids match

AdWords & the Merchant Center are linked

Check remarketing list size

Bids and budget are high enough


If you complete these 6 checks…

1

2

3

4

5

6

…and everything checks out, then the campaign setup is probably fine!

Birddog Distributing

Case Study



LED LightsOver 900 Products

Before Vertical Nerve –

Dec. 2012

Before Vertical Nerve – Jan. 2013

With Vertical Nerve –

Dec. 2013

With Vertical Nerve – Jan. 2014

Cost $607.88 $1,219.71 $1,339.55 $1,489.40

Revenue $367.62 $296.66 $1,726.75 $1,471.25

Impressions 263,997 688,375 483,124 665,966

Clicks 784 1,646 1,604 1840

Conversions 21 41 59 91

Client: Birddog Distributing, Inc.

Case Study Term: December 2013 – January 2014

“Working with Vertical Nerve has been a very positive experience for our company. We were seeing significant drops in all of our paid search campaigns. I attended a webinar that they hosted on PLAs and felt like they would be able to help us out with the problems that we were facing. After launching our PLA and Dynamic Remarketing campaigns with them we saw improvement in the first month, not just over the previous month, but also over the same time period last year.”

– Alisha Gaughan, Director of Marketing

Q&AContact Vertical Nerve

for a free shopping cart analysis & white paper:

Strategies for Successful Dynamic Remarketing

Dice Nakamura | Vertical Nerve

[email protected]

214-206-3470

Internet

Dynamic remarketing webinar deck final 6.10.14