SLCSEM - Remarketing: Using Past Data to Take Your Marketing to 1.21 Gigawatts

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Transcript of SLCSEM - Remarketing: Using Past Data to Take Your Marketing to 1.21 Gigawatts

#SLCSEM Twitter: @SusanEDub

Remarketing: Using Data From the Past to Take Your Marketing to

1.21 Gigwatts!

#SLCSEM Twitter: @SusanEDub

Me.π 10 years in digital, including copywriting, editing,

email marketing, social media, paid search & displayπ Paid is my favorite (Sorry, other channels.)π Live in Dallas, TX (I complain about the summer for 5

months.)π Family: Husband, 5 mo. old girl, 3 cats, 1 dog (All

spoiled rotten.)π Disney World fanatic (Married there almost 3 years

ago.)π Sr. Manager at Clix Marketing

#SLCSEM Twitter: @SusanEDub

Back in my day, sonny…

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Is this the extent of your strategy?

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Remarketing is:

Right Audience

Right Offer/Mess

ageRight

Timing

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Too many advertisers are asleep at the remarketing wheel.

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Using methods that don’t fit.

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Annoying visitors.

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Until they’ve completely burned them out.

#SLCSEM Twitter: @SusanEDub

Let’s talk about how to not be that guy.

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Plug into your business & its metrics

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You know things about your business.

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Or someone else does.

(…because Google.)

#SLCSEM Twitter: @SusanEDub

Then, there’s your audience.

What do your users do?

What do you WANT them to do?

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You know things about your users, too.

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And you know things about your buyers.

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Now put on your marketing hat.

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Form some selling strategies.π Strategic Incentivesπ Free Trialsπ Post-Purchase Add-Onsπ Deal-Closing Offersπ Upgrades

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Form some audience segments.π Cart Abandonersπ Purchasers of X productπ Non-purchasers who visited X page

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Hey. We could use this as the start of a blueprint.

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Organize audiences, messaging & timing.

Length of Run

User Bucket Free Shipping DiscountNo offer, different

creative Exclude Include (translate to URL) Life of MessageViewed (x) page(s) x Purchasers Viewed Pricing/Features 30 DaysPurchased A: Add-on B x x Non-purchasers Purchased Product A 3 DaysFree Trial x Purchasers Signed up for free trial 5 DaysAbandoned Cart x Purchasers Viewed Cart Total 45 Days

Strategic Incentive URL Mechanics

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“Setting up Remarketing feels complicated.”

Remember two things:1. Audiences2. Combinations of those

audiences

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Audiences are somewhat baked in for you.

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Audience Basics: Abandoned Cart

User Bucket Free Shipping DiscountNo offer, different

creativeAbandoned Cart x

Strategic Incentive

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Combinations…you sorta have to figure out.

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Got it? OK, now let’s build some customization.

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Audience: Re-tapping purchasers

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When you put them together you have…

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Know What Users Will Need…And What They Won’t

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Are the ideas flowing yet?Offline-specific URLs as their own audiencePromotions of add-ons/accessories to what user has purchasedPurchases that expire or are up for renewalFollow up for email sign-upHoliday timing to past purchasers and visitorsVisitors who came from a certain siteRefer-a-friend discounts for purchasers

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Starting to see why this is addictive?

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Good remarketing is about being relevant in every way possible to the users you have.

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As in: Not

creepy. Or boring.

Or irrelevant.

Or ANNOYING

.

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Rule #1: Timing

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Know when to stop. Use “time to purchase” metrics as a guide.

Make many identical audience buckets with one difference: cookie life

Be thoughtful. Be specific.

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Rule #2: Impression/Frequency Caps on Display

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Settings -> Advanced Settings

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Rule #3: Messaging

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Purchasing is a journey

Site visit

Ad creative addressing behavior or perceived

needs

User clicks

Landing page specific to ad message & user path

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Rule #4: Relevance

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Be specific about who you’re talking to

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Go forth and rock out your remarketing

#SLCSEM Twitter: @SusanEDub

Email: susan@clixmarketing.com

Twitter: @SusanEDub