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#thinkppc
How to Recover from the Holidays Faster Than Your Competition
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Your Remarketing Hit List: 10 Tips Worth Repeating
#thinkppc
Presenters
• Cassie Oumedian– Senior Account Manager at Hanapin Marketing
– Blogger at PPC Hero
– @cass_oumedian
• Jay Stampfl– Senior Client Services Manager at 3Q Digital
– Star of recent SMX Retargeting Panel
– @jaystampfl
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Live Poll Question #2
How do you manage your account(s)?#thinkppc
a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.
#thinkppc
Top 10 Remarketing Tips1. Funnel Segmentation
2. Creative Differences
3. Frequency Capping
4. Google Analytics Rich Data Lists
5. RLSA
6. Dynamic Remarketing
7. Youtube Retargeting
8. Display layer
9. Determine True Value of Remarketing
10. Retargeting Beyond Google
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Why Do Retargeting
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Know Your Funnel
Place Tags RIGHT AWAY!
Do the research and understand your sales funnel
What is the click to conversion cookie window?
Are different parts of the funnel are more valuable?
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GA Funnel Drill Down
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Segment By Membership Duration
*Tip: Create multiple lists with several membership durations right ASAP. i.e 1, 7, 14, 30, 60, 90+.
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Funnel Segmentation – Case Study
Conversion rate 125% higher at 30 Days vs. 90 day segment.
Make bid optimizations based on membership segmentation
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AdWords Remarketing Lists
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Creative Differences Use Data From Sales Funnel to Drive Creative
Promotional Ads - Shorter Membership Duration Lists
• Limited Time Only!
• Sale ends Tomorrow!
Use both Text and Image ads –
• Text Ads higher CVR
• Image Ads Higher CTR
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Get Creative With CreativesAdWords Display Ad Builder
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Frequency Capping
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Frequency Capping
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Frequency Capping
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Rich Data Google Analytics Lists
High Revenue Purchasers
Medium – i.e. Organic or Paid
Page Views & Goals
Browser & Screen Resolution
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Rich Data Google Analytics Lists
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Live Poll Question #3
#3 – Where do you stand on retargeting?#thinkppc
a) I’ve yet to really dive inb) I’ve tried it out, but I need work on best practicesc) I’ve seen it work and would like to use in on other channels
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RLSA Performance
•Visiting the site alone is a powerful qualifier.•Scale is significantly lower
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Expand Search Remarketing
•Combine Dynamic Search Ads and Broad with RLSA for scale + relevancy•Competitor terms•Open up match types to grab that extra volume
Action Item!Make sure that your RLSA campaign is not a mirror of your regular search campaigns
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What type of click are you?
• Same list can different behavior in different parts of the account
Brand Visitors and Converters 22.78$ Brand Total 13.38$ Non-Brand Visitors and Converters 62.06$ Non-Brand Total 100.04$
Informational ? Navigational ? Transactional
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Maximize Retargeting By Layering:GDN and Remarketing Layering
AdWords Lists
Google Analytics
Dynamic Remarketing
Regular Display
Targeting
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List Demographics
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Within one ad group you set:• Remarketing: Target and bid• Topics: Bid only
Target and bidYour ads are eligible to show to every user in your list
Bid onlyAdjust your bids up or down depending on the content of the webpage
Modify Your Bids for Context
Remarketing Topics+25%
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Use GDN to Farm User Information
Behavioral Thematic
Action Item!Superimpose additional “bid only” Targeting in your Remarketing Display
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•Requires merchant feed• Creative Management •Use an offer Users who viewed a
product page <7 days ago. 40% CTR lift and
112% CVR lift vs. regular remarketing
Users who abandoned a shopping cart 15-30 days ago had -4% CTR and 772% higher CVR
Dynamic Remarketing
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Dynamic Remarketing - Ads
Select how many products you want
viewed
Auto optimize
Not a very close relationship between the targets and the
ads shown.
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Dynamic Remarketing - Advanced
Recommended product IDs Product Category Product Value Product Quantity Visitor's Age Visitor's Gender Visitor has an account Customer Quality Score Visitor Repeat PurchaserVisitor Loyalty Score Visitor High Spender Score
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YouTube Remarketing
Dual Targeting methods• Can target lists already created in YouTube• Create a new GDN list based on viewing a video
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YouTube Remarketing
Take your existing adwords lists and show visits to push people down the funnel
Native integration make this transition super easy
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Upper Resolution Caps
Action Item!Gauge Impact of High segmentation
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What do we gain?
Use the Bucket segment to create an arbitrary
Control Bid
14 % more conversions
4k more cost
Scale vs. Efficiency
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Remarketing Efficacy $162,416 v. $214,603
$48,725 v. $64,381
$29,251 v. $34,408
+$5,158
Higher Bids on RLSA Works!
Revenue
After Product Margins
True Profit
RLSA Value over Reg.
Action Item!Find true value of Remarketing
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Retargeting Beyond Google
Twitter Promoted Tweets
Facebook Exchange
AdRoll
Criteo
Retargeter
AdBlade
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Live Poll Question #4
a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)
b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month)
c.) No Thanksd.) Both
Would you like help with your PPC accounts and management? I’m interested in:
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Live Q&A Time!
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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
3Q Digital Feedback: [email protected]
