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Confidential & ProprietaryConfidential & Proprietary
Today’s Agenda
1) Remarketing Overview2) How to Build a Remarketing List 3) Remarketing Campaigns
a) Remarketing Campaign (Display)b) Remarketing List for Search Adsc) Best Practices
4) Dynamic Remarketing5) Tools
Confidential & Proprietary
How well do you understand your customers?
Leave a website without converting1
96%Abandon shopping baskets
without purchasing1
70%Typically visit 2–4 sites
before purchasing2
49%
1 Source: Understanding Shopping Basket Abandonment, Forrester Research, May 2010 2 Source: Google/Compete Sporting Goods Study: (Sep 2011-Sep 2012) Clickstream BF02 (number of different brands visited)
Confidential & Proprietary
RemarketingUse technology and audience insights to automatically run a campaign in real time; Reaching the right user at the right time with the right message.
Confidential & Proprietary
Remarketing amplifies your initial investmentBy adding conversions on top of your initial ad spend
Yourwebs
ite
Remarketing
Drive 100 people to your site 4 convert
Remarketing converts an additional 3
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How remarketing works:Bring back unconverted visitors and improve ROI
Visitor addedto list
Visitorleaves
Your ad across theGoogle Display
Network
Visitor comesto your app or
site
Visitor returns to your sitemore conversions!
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DISPLAYStandard remarketing
Dynamic remarketing
SEARCHRemarketing lists
for search ads
MOBILEMobile web remarketing
Mobile app remarketing
VIDEOVideo remarketing
on YouTube
Remarketing reaches potential customers across channels and devices
Confidential & Proprietary
Policy Requirements
● interest or participation in adult activities (including alcohol, gambling, adult dating, pornography, etc.)
● sexual behavior or orientation, such as sexual orientation inferred from a user's visit to a particular website
● racial or ethnic information, such as from sites or apps that collect affirmative racial or ethnic identification from
visitors
● political affiliation (other than the public registration information of United States voters), such as from sites or
apps that solicit or store people's affirmative political stances
● trade union membership or affiliation, such as a user's visit to a trade union's site or app
● religion or religious belief, such as from sites or apps that collect people's affirmative information on religion or
religious beliefs
● negative financial status or situation, such as information indicating that a user has a low credit rating or high
debt load
● health or medical information, such as from sites or apps that market to a specific health-related group
● status as a child under 13
● the commission or alleged commission of any crime, such as information indicating that a user has a criminal
record
See More
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CLOSE THE SALEENGAGE PAST SITE
VISITORSIN THE MOMENTS
THAT MATTER
Remarketing for Display
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CONVERT AS THEY SEARCH ON GOOGLE.
COM
SEGMENT PAST VISITORS
OPTIMIZE BIDS TO SEGMENTS
Remarketing List for Search Ads
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Why: Tags capture the customer insights needed for strong remarketing lists
1. Tag your entire desktop and mobile site
Tag to use If you...
Google Tag Manager ...are placing an entirely new tag on your site
Google Analytics Tag ...are already running Google Analytics and want to use detailed site analytics to create remarketing lists
AdWords Tag ...already run Remarketing Lists for Search Ads or want to enable remarketing only
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2. Focus lists based on customer paths through your site
Why: Tailor your bids and ads to the ways your most valuable visitors interacted with your site
Homepage Viewers
Product or Offer Page
Viewers
Cart Abandoners
Category Page Visitors
Past Converters
Message:
“Discover great deals”
Message:
“Check out newarrivals”
Message:
“30% off today only”
Message:
“Free shipping”
Message:
“You may like other products
like this”
$2.00 $3.00 $4.00 $7.00 $5.00
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3. Pair remarketing with Conversion Optimizer
Why: Dynamic bids usually lead to better results and can save time better spent on other vital areas
Start your target CPA at a level that matches historical results
20% more conversions at the same or lower CPA1
Source [1]: Google Internal Data, 2013.
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4. Use all display ad sizes and formats
Why: This helps reach your audience at exactly the right moment
Include
Image ads
Mobile sizes
HTML5
Text ads
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5. Remove restrictions for best performance
Why: When people have visited your site already, they are more likely to purchase regardless of the context
Remove language settings If a person has visited your site, they probably understand the language of your creatives
Remove location settingsPeople may want to gift your product to friends who live in delivery regions that you may not deliver to
Remove performance-based placement exclusions
Conversion Optimizer will optimize placements in real time to achieve your performance goals
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6. Automate your frequency caps
Why: Google’s algorithms will optimize frequency caps for you, based on how likely each visitor is to click on and convert from your ad
If you’re using our automated bidding solutions, there’s no need to set a manual frequency cap
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7. Acquire extra highly qualified customers
Remove Restrictions for Best Performance
Why: Boost your remarketing volume and acquire new customers
In-Market Audiences
New Visitors
Similar AudiencesAuto-targeting
Past Visitors
Programmatic Remarketing on Google
Display
Keep your brand top of mind
Find similarity at scale
Find intent in the moment
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Why: These features can boost remarketing volume and acquire new customers at the right cost
New Customer Acquisition
Similar Audiences Auto-targeting
Best for advertisers who want…
● Broader remarketing expansion● Want full control over creatives, CPAs
and budgets, and are looking for added volume
Best for advertisers who want…
● Moderate remarketing expansion● Use Conversion Optimizer● Want similar performance to
remarketing campaigns
7. Acquire extra highly qualified customers
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Why: Past visitors are more likely to convert than those who’ve never visited.
Start with lists for your key segments
General Visitors
Cart Abandoners
Past Converters
Goal:
Increase engagement with
past visitors
Goal:
Bring back to buy
Goal:
Upsell or cross-sell
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Choose the best targeting setting for your strategy
Why: Your setting determines how closely your targeting criteria should be met.
Create separate RLSA-only ad groups to target broader keywords or offer a different message
Want to bid differently for remarketing lists, but not change the message easily
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Match bids to conversion funnel stage. Don’t be shy.
Why: When two remarketing lists apply in the same ad group, the list with the highest bid modifier will win out.
3%
+100%
+120%
+150%
Cart Abandoners
Recent Converters
General Visitors
Example List Construction: Retail
Illustrative bid modifiers
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Target broader keywords and match types to grow volume
Why: Broader targeting can be effective since RLSA traffic is usually more qualified.
Regular Campaigns
“hawaiian cruises”[tropical cruises]
RLSA Campaigns
cruisesbest cruises
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First, set up your site to enable remarketing.1. Tag your entire desktop and mobile site
Next, prepare to send the right messages to the right prospects.2. Focus lists based on customer paths through your site
Choose your bids and ad formats for maximum success.3. Pair remarketing with Conversion Optimizer4. Use all display ad sizes and format5. Use dynamic remarketing to show the most relevant ad6. Move from Conversion Optimizer to Return on Ad Spend
Optimize your settings for best results.7. Remove restrictions for best performance8. Automate your frequency caps
Now go prospecting for even more qualified customers.9. Use auto-targeting or Similar Audiences to acquire new prospects
10. Use In-Market Audiences to acquire mid-funnel customers
Display Remarketing Best Practices
Setting Best for advertisers who...
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Set up smart.1. Tag your entire desktop and mobile site
Segment your visitors.2. Based on your conversion funnel: general visitors, cart abandoners,
past converters, ...
Choose the best bids and settings for success.3. Choose the best targeting setting for your strategy.4. Raise your RLSA bid adjustment by 100% or more.5. Set bids based on segmenting your conversion funnel.6. Target broader keywords and match types to grow volume.
Remarketing Lists for Search Ads Best Practices
Setting Best for advertisers who...
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Use dynamic remarketing to show the most relevant ad
Why: Consumers who see ads with the actual offer they viewed, or similar offers, are more likely to return to your site to complete a purchase
2x
conversion rate
60%
decrease in CPA’s
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FlightsHotels
Local Deals
Travel Retail
PropertyEducation Custom
Jobs
Customised to perform in your industry
● Ease of use
● Delivers performance at scale
○ Smart segmentation
○ Dynamic ads tailored to convert in your industry and work seamlessly across device
○ Powered by unparalleled real time bidding and auto targeting technology
○ Harnessing the world’s largest Ad network
● 100% transparency
● Full suite of audience solutions
9 Verticals
Confidential & Proprietary
£2.00 £3.00 £5.00 £5.00
Product viewers
Homepage visitors
Basket abandoners
Past purchasers
Smart Segmentation
Visit site
View a product
Add to basket
Complete purchase
£2.00
Search results viewers
Search for a product
Remarketing lists automatically created to help you target the right audiences
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Dynamic display ads
Customised advertising for your brand with Ad Gallery
Logo
Background image and colour
Fonts-style, colour and size
Call to action
Price prefix
Dynamic text ads
Product title£10.00 - WebsiteBest deals in town!
Note: Illustrative Ads on this slide should ideally be replaced with ads from your clients vertical
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Beautiful Dynamic Ads tailored to perform in your vertical
Flights
Delivers performance at scaleNote: This slide needs to be customiSed based on client industry. For more approved vertical ads please see here
Confidential & Proprietary
Beautiful Dynamic Ads tailored to perform in your verticalDelivers performance at scale
Hotels & Rentals
Note: This slide needs to be customiSed based on client industry. For more approved vertical ads please see here
Confidential & Proprietary
Beautiful Dynamic Ads tailored to perform in your verticalDelivers performance at scale
Travel
Note: This slide needs to be customiSed based on client industry. For more approved vertical ads please see here
Confidential & Proprietary
Beautiful Dynamic Ads tailored to perform in your verticalDelivers performance at scale
Jobs
Note: This slide needs to be customiSed based on client industry. For more approved vertical ads please see here
Confidential & Proprietary
Beautiful Dynamic Ads tailored to perform in your verticalDelivers performance at scale
Property
Note: This slide needs to be customiSed based on client industry. For more approved vertical ads please see here
Confidential & Proprietary
Beautiful Dynamic Ads tailored to perform in your verticalDelivers performance at scale
Local Deals
Note: This slide needs to be customiSed based on client industry. For more approved vertical ads please see here
Confidential & Proprietary
Beautiful Dynamic Ads tailored to perform in your verticalDelivers performance at scale
Education
Note: This slide needs to be customiSed based on client industry. For more approved vertical ads please see here
Confidential & Proprietary
Create your campaign1
2
Tag your site3
Upload your feed
Setting up a Dynamic Remarketing campaign
Verify setup and launch!4
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Ease of use
Start by creating a new Campaign
Give your campaign a Campaign name
Creating your Campaign in AdWords
Check Use dynamic ads
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Select your business typeEase of use
FlightsHotels & Rentals
Local Deals
Travel Retail
Real EstateEducation Custom
Jobs
Confidential & Proprietary
Walk through into our automated workflow
1 Create your feed
Ease of use
Tag your site1 2 Review your
lists21 3
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Ease of use
Find your feed in the Business Data Shared Library
Navigate to Shared library > Business data here...
or here
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Ease of use
Upload spreadsheet
Browse for file on your computer
Click Upload and preview
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Verify your campaign setup and launch!
In the Audiences Shared Library, verify Custom parameters are active message
under Remarketing tag > Details
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Verify your campaign setup and launch!
In the Business Data Shared Library, verify successful
message under Upload history > SUMMARY
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In the Ads tab, verify ads are Enabled and Approved
Verify your campaign setup and launch!
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Tools
● Google Tag Manager● Google Best Practices● AdWords Help Centre