Degordian AcademyRemarketingby Petra Milin, Traffic Manager & Ivo Novak, Traffic Manager

17.06.2014.

Content

1. What is remarketing? Why we use it? 2. Visitor segmentation3. Setting up Remarketing and Remarketing lists options

a) Google AdWords b) YouTube Remarketing c) Facebook Remarketing

4. Few examples

What is Remarketing?

• Remarketing enables you to serve ads only to specific people who visited your website

Tina visits www.example.hr

Tina leaves www.example.hr and

continues to surf

Tina sees an ad for www.example.hr on

Fb/Yt/Webu

Tina clicks ad and comes back www.example.hr

Why Remarketing?

Visitor of our website Targeting potential visitors while they surf

Targeting potential visitors using

Remarketing campaign

Visitor segmentation

• What are your website visitor’s intentions?• How visitor’s intentions affect fulfilling of business model of client?

• For good visitor segmentation we have to define:• How they behave• Conversion value

More website content More visitors Easier segmentation

Visitor segmentation

Cosmetics webshop• Assumption: Those visitors won’t buy• Conversion probability: Low

Visitor segmentation

• Assumption: Paid service will be used for one year

• Conversion probability: Low

Visitor segmentation

• Assumption: Visitor did market research, ready to buy

• Conversion probability: Very high

Visitor segmentation

• Assumption: Visitor did very detailed research, he is almost buying

• Conversion probability: High

Visitor segmentation

• What visitors prefer:

Brand or price?

Visitor segmentation

• Assumption: Research for offline purchase• Conversion probability: Low

Why visitor segmentation?

Custom made ad messages

• Example: A new brand of natural cosmetics in the market. We create copy in phases for segmented visitors:

1. Phase: Targeting young businesswomen‘We offer natural cosmetics, new to the market.'

2. Phase: Remarketing for visitor of face products category ‘Nutrient cosmetics for the face, 100% natural ingredients’3. Phase: Remarketing customers call-to-action for a new purchase

‘Your favorite cosmetics for special price’

Google AdWords Remarketing

1. setting Options: AdWords remarketing tag

• Placed throughout the website• Remarketing lists are created based on

the URLs of websites• „Remembers" visitors form last 30 days

so we can create a new list, which will already contain visitors for our website

• Duration of cookies - how long we want to keep visitors on the list

Google AdWords Remarketing

2. setting option: Google Analytics

• The code is set throughout the whole website

• Greater number of selection criteria to create remarketing lists other than just using URL of the web or filled conversions

• Combination of all criteria

Google AdWords Remarketing

Some of the segmenting criteria in Analytics

• Demographics: age, sex, country ...• Technology: operating system, browser, resolution ...• Visitor behavior: duration of the visit, the number of completed

transactions ...• By date of first visit: a certain period, after some date ...• Traffic Sources: Google, newsletter, Facebook, direct, keyword ...• Using funnel as a criterion

Facebook Remarketing

• The newest type of custom audiences

• It allows us to make a custom audience of visitors of web or mobile applications

• Piece of code on a web page• Segmenting only by URL• Before this Facebook remarketing

was available only through a variety of tool that were charged (Ad Roll, Perfect Audience)

YouTube Remarketing

• To setup, it is required to connect your AdWords account with YouTube account

• YouTube remarketing list options :• Any interaction (like, dislike, share, comment)• Viewed YT video• Subscription or canceled subscriptions on YT channel• Viewed TrueView In-stream ad•Visiting YT channel customer

• Can include users from the last 30 days• They can be used in classic AdWords campaigns that accounts (not and

vice versa)

Example – Google AdWords

Example – Facebook

Example – Facebook

www.degordian.com | www.facebook.com/degordian | www.twitter.com/degordian | linkedin: http://bit.ly/degordian

Thank you

Petra Milin I Ivo NovakTRAFFIC MANAGER I TRAFFIC MANAGER

petra.milin@degordian.com I ivo.novak@degordian.com