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#SMX #23B2 @ebkendo
Make your remarketing more than an echo
YOUR RETARGETING SUCKS(BUT IT DOESN’T HAVE TO!)
Image: iStock
#SMX #23B2 @ebkendo
Make your remarketing more than an echo
YOUR RETARGETING SUCKS(BUT IT DOESN’T HAVE TO!)
Image: iStock
#SMX #23B2 @ebkendo
§ 10 years in the search industry§ PPC, Social, SEO, Analytics, Content§ Speaker: SMX Adv/East/West,
Mozcon, Searchfest, State of Search§ Author: Lynda.com, All in One Web
Marketing for Dummies, ClickZ§ And…
Elizabeth Marsten, CommerceHub Director of Paid Search
#SMX #23B2 @ebkendo
Mommy
#SMX #23B2 @ebkendo
NORTH AMERICA’S LARGEST RETAILERS, MARKETPLACES AND SEARCH ENGINES
DEMAND GENERATION
ASSORTMENT EXPANSIONWAREHOUSES, STORES, DROP-SHIPPERS,
BRAND MANUFACTURERS
DELIVERYNATIONAL CARRIERS, REGIONAL
CARRIERS, LOCAL CARRIERS
#SMX #23B2 @ebkendo
Supply Solutions
Increase product offering and grow revenue through “virtual inventory”
Integrate with any trading partner or order fulfillment source
Maintain branding and complete control over fulfillment process
Demand Solutions
Profitably acquire new customers through search, social and
marketplace channels
Push product catalog to channels where consumers seek new products
Manage and optimize digital advertising spend across channels
Delivery Solutions
Optimize consumer shipping through real-time decisions on cost-effective
delivery methods that meet the consumer’s delivery date
Extend the reach of rapid delivery programs by geographically distributing
inventory to partner 3PLs
#SMX #23B2 @ebkendo
Why Retargeting is Essential to Paid Search
Image: Pixabay
#SMX #23B2 @ebkendo
Thomas Smith: Successful Advertising
Source: Wikipedia
The first time people look at any given ad, they don't even see it.The second time, they don't notice it.The third time, they are aware that it is there.The fourth time, they have a fleeting sense that they've seen it somewhere before.The fifth time, they actually read the ad.The sixth time they thumb their nose at it.The seventh time, they start to get a little irritated with it.The eighth time, they start to think, "Here's that confounded ad again."The ninth time, they start to wonder if they're missing out on something.The tenth time, they ask their friends and neighbors if they've tried it.The eleventh time, they wonder how the company is paying for all these ads.The twelfth time, they start to think that it must be a good product.The thirteenth time, they start to feel the product has value.The fourteenth time, they start to remember wanting a product exactly like this for a long time.The fifteenth time, they start to yearn for it because they can't afford to buy it.The sixteenth time, they accept the fact that they will buy it sometime in the future.The seventeenth time, they make a note to buy the product.The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.The nineteenth time, they count their money very carefully.The twentieth time prospects see the ad, they buy what is offering.
#SMX #23B2 @ebkendo
§ 1930s Movie Industry– Created to determine number of times for
message to “stick”
§ Advancements in Ad Types– Radio advertising– Print (magazines: Fortune, Advertising Age)
§ Additional Placements– Sports
– Politics
The Rule of 7
Source: AdAge / AdceteraImage: Wikipedia
#SMX #23B2 @ebkendo
“History:1930s”, Advertising Age, Sept. 15, 2003
The Frequency and the Force
#SMX #23B2 @ebkendo
Retargeting in Digital = More Efficient
§ Average CPC/CPA– Lower than the first interaction typically, regardless of vertical
§ Segmentation– Ability to segment and target site behavior, demographics & lookalikes
§ Removal and Suppression– Ability to remove or bid down past converters or other low value
behaviors
…and being “forceful without being creepy or crazy
#SMX #23B2 @ebkendo
Why Didn’t They Buy in the First Place?
Source: eMarketer
#SMX #23B2 @ebkendo
Why Didn’t They Buy in the First Place?
In the US, based on May 2015 research from HookLogic, shopping cart abandonment is most frequent among shoppers for:
Source: eMarketer
§ Home Goods – 29%
§ Health & beauty – 24.9%§ Electronics – 22.9%
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Not Bad…
Source: eMarketer
#SMX #23B2 @ebkendo
§ Buy§ Buy again§ Continue a Conversation
(awareness)§ Store Visit§ Engage (social share)
What Do You Want Them to Do Next?
Image: Pixabay
#SMX #23B2 @ebkendo
Choose the Remarketing Type
What you choose depends entirely on what you want the user to experience and how you want them to act.
§ Standard– You set the message text and images, deciding which creative goes with which
behaviors
§ Dynamic– Messages and images populate based on user’s past behaviors
#SMX #23B2 @ebkendo
Types of Retargeting by Channel
Image: iStock
#SMX #23B2 @ebkendo
Google AdWords
Yes, there’s code that has to be implemented first, before you can really start to do much of anything.
§ GDN Standard
§ Dynamic on GDN§ RLSA (remarketing lists for search ads)§ Mobile Apps
§ Video
Dynamic remarketing requires a feed and Merchant Center, if you are retail and doing product listing ads (PLAs).
#SMX #23B2 @ebkendo
AdWords – Dynamic Product Ads
Images: Google AdWords
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AdWords – Dynamic Quick Start
Images: Google AdWords
#SMX #23B2 @ebkendo
AdWords – Retail DPA
Images: Google AdWords
#SMX #23B2 @ebkendo
AdWords – Non-Retail Business Data Feed
Images: Google AdWords
#SMX #23B2 @ebkendo
AdWords – Non-Retail Business Data Feed
Images: Google AdWords
#SMX #23B2 @ebkendo
Overall Best Practices
§ Don’t be afraid to use custom audiences of Smart Lists– Major retailers, RLSA Smart List is out performing cart abandoners
§ Use frequency capping– Google is a lot better than they used to be
§ Separate campaigns for text and image ads
§ Test multiple ad layouts§ Watch out for defaults: US & Canada, Enhanced CPC, Optimized for
Conversions (you want this default)
#SMX #23B2 @ebkendo
Don’t forget to check the box either
Images: Google AdWords
#SMX #23B2 @ebkendo
Start Strong
§ Ready to Go Lists – start here– Cart abandoners
– Product viewers
– Converters (past buyers)
– Site visitors
§ Use Managed Placements for extra control§ Target & Bid vs. Bid Only – read this
§ Use Optimize for Conversions
#SMX #23B2 @ebkendo
Segmentation Ideas
§ Segment audiences by abandoned cart amount, utilize ideal price points
§ Set target CPAs for each audience, at the very least a different CPA for remarketing overall
§ Layer on demographic and interests to narrow automatic placements with larger lists like “all site visitors”
#SMX #23B2 @ebkendo
Convincing Everyone You Need This
§ Tag Manager/development resources needed
§ Potential image/brand issues– Add a background to templates to customize a more “on brand” feel
§ Dynamic Remarketing case studies from Google (ModCloth & Sierra)
§ Increase conversions from a cart abandoners post§ PPC Chat conversation
#SMX #23B2 @ebkendo
How many days should you wait before remarketing?
§ For cart abandoners– 24hours tends to have the highest rate of return
§ Everything else tapers off at various intervals after that– Apparel, home goods, pet supplies, party supplies, beauty, electronics
Source: CommerceHub data
Image: iStock
#SMX #23B2 @ebkendo
Continue the Conversation with RLSA
§ Bid on more generic/head term keywords– But only to folks that have engaged with your site in some way already
– Show up on similar situations or bid on competitor names
§ Exclude or bid down converted users§ Shepard behaviors to different landing pages
– Upsell, cross sell or renewals come to mind
§ Highly recommended read: RLSA for Competitive Markets
SERP remarketing (not on the GDN) with keyword and PLA options and with integration in Google Analytics.
#SMX #23B2 @ebkendo
RLSA & Dynamic Together
Image: PIxabay
#SMX #23B2 @ebkendo
Facebook Dynamic Product Ads
Image: PIxabay
#SMX #23B2 @ebkendo
But…at a lower volume of conversions.
CommerceHub Average:• 1200-1400% ROAS• 350-15,000 products
Facebook DPA ROAS > Google DPA
Image: Facebok
#SMX #23B2 @ebkendo
Facebook Audiences
Very similar to Google in types of audiences but choice of placement matters!
§ Abandoned cart
§ Viewed product page§ Past purchases
Where
§ Right rail
§ Newsfeed§ Mobile (and Mobile Audience Network)§ Structure campaign so that you can bid by placement, product category and
user behavior
#SMX #23B2 @ebkendo
Unless you are also running Facebook Ads for awareness…
§ Still needs a first time engagement channel (SEO, PPC, Social, Direct)
§ Cannibalizes other channels with last click attribution– Seen it vary from 12-20% of Google PLA traffic
§ Use your revenue numbers, not just Facebook’s– FB counts any click in the path that includes Facebook as a conversion
#SMX #23B2 @ebkendo
How many days should you wait before retargeting?
§ What we’re seeing at CommerceHub:– 2 days generates the most revenue
– 7 days is the second most
– 28 days is third
– 14 days generates the least
*Using 1 day click attribution for apparel and home goods
#SMX #23B2 @ebkendo
Tips & Tricks for FB DPA§ Each placement (newsfeed/right rail) needs it’s own ad set
– Structure campaigns so that you can bid by placement, product category and user behavior
– Type of ad varies by placement (size of image, amount of text; can be truncated on mobile for longer headlines)
§ Start bigger, narrow from there– Seen it vary from 12-20% of Google PLA traffic
§ Watch size of account/campaigns– Too granular is just more work to manage for a marginal improvement in return
§ Power Editor is your friend– Bulk actions
– Revenue is in the Ad Manager UI
#SMX #23B2 @ebkendo
When Retargeting Is Going to Suck
Image: PIxabay
#SMX #23B2 @ebkendo
If you’re tailoring your audience and excluding placement categories that could conflict, you should be good to go.
§ Unable to add tags/code to website
§ Fast/short sales cycle§ Really long sales cycle without proper full funnel tracking§ Privacy or sensitive verticals like mental health, 12 step programs, dating
§ Conflicting page content (like on GDN) for what you’re advertising– Like a sale on vacation packages next to a news article about a plane crash
Until you’re not.
#SMX #23B2 @ebkendo
When it ruins Christmas.
Source: http://marketingland.com/how-ad-retargeting-ruined-christmas-68708
#SMX #23B2 @ebkendo
Retargeting Resources that Don’t Suck
Image: PIxabay
#SMX #23B2 @ebkendo
Some of my favorites - Facebook
§ Social Media Examiner Facebook Dynamic Product Ads Set Up Guide
§ CPC Strategy Facebook Retargeting Guide
#SMX #23B2 @ebkendo
Some of my favorites - Google
§ Start here:– Wordstream Everything You Need to Know About RLSA
– AdWords Academy- Fundamentals for Audiences & Remarketing Lists for Search Ads
– AdWords Dynamic Remarketing Set Up Guide
§ Then go here:– Certified Knowledge Complete AdWords Audit Part 15- Audiences
– Wordstream Remarketing Best Practices Guide
– SEL – 10 Common Mistakes Setting Audiences in AdWords
#SMX #23B2 @ebkendo
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THANK YOU! SEE YOU AT THE NEXT #SMX
