#SMX #12B @suzyvirtual

Susan Waldes, President, Five Mill

BE EXCLUSIVE: PUT A VELVET ROPE ON YOUR REMARKETING AND GET NEXT LEVEL RESULTS

#SMX #12B @suzyvirtual

REMARKETING

If 3MM People visit your site and 4% convert then 2.88MM did not BUT They aren’t all buyers at every moment moving forward

#SMX #12B @suzyvirtual

MOST REMARKETING

Pretty Decent Result

Message: Hey,

Remember Me?

Time: Whenever I

Can

People: Sure,

People!

#SMX #12B @suzyvirtual

VELVET ROPE REMARKETING

Awesome Results

Right Message

Right Time

Right People

#SMX #12B @suzyvirtual

REALITY - $5000 in spend •  3.3MM Impressions •  400,000 unique cookies •  5000 clicks •  90 Conversions

HUGE SCALE

#SMX #12B @suzyvirtual

10,000 UNIQUE COOKIES

Unique cookie = more or less a person (on a device)

#SMX #12B @suzyvirtual

125 CLICKS

Our CTR is .15% - industry wide banner CTRs are between .03%-.06%

#SMX #12B @suzyvirtual

2 CONVERSIONS

#SMX #12B @suzyvirtual

80,000 IMPRESSIONS

We paid ~$120 for all these impressions ~$1.50 CPM

Each unique person cost 1.25 cents to reach 8 times

#SMX #12B @suzyvirtual

OUT OF THE 1 TRILLION AVAILABLE

Source: http://commondatastorage.googleapis.com/think%2Fdocs%2Fgoogle-display-network_products.pdf

Cut wasteful impressions, get more desirable impressions

#SMX #12B @suzyvirtual

IMPRESSIONS ARE INVENTORY Impressions are Google’s inventory: You pay for CPC but all Remarketing display inventory is really valued as “CPM” (including AdWords)…

…Which is why you should bid CPA for GDN campaigns

#SMX #12B @suzyvirtual

FOCUS ON QUALITY Then hold Google’s hand to help them make the maximum $ per impression….and they’ll give you ALL the good impressions that could belong to you

#SMX #12B @suzyvirtual

§  Exclusions §  CPA Bidding §  Impression Caps §  Exclude Audiences §  Yours & Others

§  Category Exclusions §  Layered Targeting

LETS GET NEGATIVE Excluding impressions is the most effective (and underutilized) way to optimize remarketing

#SMX #12B @suzyvirtual

IMPRESSION CAPS: REACH & FREQUENCY

Tweet @adwords and tell them to bring back reach and

frequency reporting

#SMX #12B @suzyvirtual

Use Reach Reporting to determine “Conversions per

Impression”

IMPRESSION CAPS

#SMX #12B @suzyvirtual

Compare CPI (conversions per impression) to Avg Imp

Frequency per cookie over time for some direction on your impression caps. Also, use

common sense.

IMPRESSION CAPS

Week  Avg.  impr.  freq.  

per  cookie   CPI  5/4/2015   4.7   0.0040%  3/23/2015   11.5   0.0032%  4/6/2015   8.7   0.0035%  5/11/2015   4.4   0.0056%  4/27/2015   3.9   0.0052%  3/9/2015   16.3   0.0034%  3/16/2015   17.5   0.0034%  4/20/2015   5.1   0.0050%  4/13/2015   7.3   0.0031%  3/30/2015   10.6   0.0019%  

#SMX #12B @suzyvirtual

EXCLUDE AUDIENCES Consider excluding •  People who visited that thing that

went viral •  People who visited that day of the

press release •  People who were referred by that

groupon link •  People who spent time on the

“careers” section of your site •  & those that already work for

you (IP exclusion) •  People in countries you can’t

service •  People that just converted (at

least for a moment…) •  People that barely visited

#SMX #12B @suzyvirtual

EXCLUDE AUDIENCES Your own audiences: By excluding visitors who’s last session was <10 seconds we cut 90% of impressions and dramatically improved lead quality

#SMX #12B @suzyvirtual

EXCLUDE AUDIENCES Google Audiences: Analytics “All Campaign” Report, filter for your remarking campaigns and use a second dimension of “Affinity Category (reach) to find audiences to exclude

#SMX #12B @suzyvirtual

EXCLUDE CATEGORIES

“Sensitive Content” should be excluded from most remarketing campaigns as not to associate brand with negative emotions “Types of Placement” should be removed as not to drive up impressions without any clicks/conversions

#SMX #12B @suzyvirtual

EXCLUDE CATEGORIES not a good brand association

#SMX #12B @suzyvirtual

MORE EXCLUSIONS •  Placement: get rid of high impression/no click placements •  Placement: “icky” places (like competitors or political sites

you don’t want to be associated with or cute cats if your brand is stately and serious).

•  Demographics: 18-24 year olds and 65+ often drive impressions without conversions. Some sites are very gender-specific and parental status specific.

•  Devices: Segment or exclude all together •  Negating adsenseformobileapps.com will get rid of

people doing “appy” stuff on tablets •  Keywords: Eliminate groups of sites by negating keywords

like “games” or “coupons” •  Topics: People on job sites aren’t ready to shop. People on

personals sites don’t make software buying decisions

Most of these don’t get rid of

people, they just get rid of icky impressions

#SMX #12B @suzyvirtual

THE RIGHT TIME It isn’t on a clock, it’s what a person is doing

Layer managed topic categories and/or keywords to capture the right people in the right moment

#SMX #12B @suzyvirtual

THE RIGHT TIME For layered targets to work make sure your ad groups are all set to “Target & Bid”…

…And targeting optimization setting is “disabled”

#SMX #12B @suzyvirtual

RIGHT MESSAGE When your bidding, audience and topics are perfect, you can offer much more compelling offers and increase your CTR even further

•  Use all ad types and sizes •  Consider offers •  Use dynamic ads where possible

•  Not just for ecommerce! •  Segment creative and landing

page based on site areas visited •  Create urgency •  Don’t be scared of showing prices

#SMX #12B @suzyvirtual

LESS WASTE = MORE CONVERSIONS Stop wasting impressions and your conversion volumes go up until you are truly maximizing your audience.

#SMX #12B @suzyvirtual

P.S. – NEW REPORTING Cool new visualizations rolling out on the display network “summary” sub-tab….

#SMX #12B @suzyvirtual

THANK YOU!

susan@fivemill.com fivemill.com @suzyvirtual

linkedin.com/in/susanwaldes