Ready, Aim, Fire, Then Retarget! (SMX London May 2013)
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Anna Lewis @Koozai_Anna READY, AIM, FIRE… THEN RETARGET! SMX LONDON – MAY 2013
Transcript of Ready, Aim, Fire, Then Retarget! (SMX London May 2013)
Anna Lewis @Koozai_Anna
READY, AIM, FIRE… THEN RETARGET!SMX LONDON – MAY 2013
INTRODUCTION
Digital Marketing
Executive at Koozai
Specialised in analytics for 3 years
5 years of online
marketing experience
Blogger, speaker,
trainer, practitioner
SEO, PPC, Content,Brand, Social & Analytics
How to get started
Free dashboard
Useable tips
Great ideas
TODAY’S TAKEAWAYS
WHY REMARKETING?
Targeted
audienceImprove
conversions
70% more
likely to convertthan those not retargeted*
Audience are closer to
converting
Source: Criteo
Google AdWordsRemarketing
Average CPC: £0.40 ($0.62)
Average CTR: 0.18%
Source: Periscopix
REMARKETINGEXAMPLES
GETTINGSTARTED
+ GET AROUND
DATALOSS
USING ANALYTICS & ADWORDS
Analytics lists,
AdWords campaigns
Leverage GA data
More flexibility
One code change across site
Targeted lists
Audience number estimates
Add remarketing
code
Update Privacy Policy
Agree to Terms of Service
Link accounts
Create lists to gather people
Build targeted
campaigns
SET-UP STEPS
SIMPLE CODE EDIT
STOP
ADBLOCK
SIMPLE CODE FIX
http://andrescholten.net/google-analytics-retargeting-for-adwords-and-adblock-software
/
LISTS
What are you going to promote?
What do target
users do on site?
Exclude users who converted
Who needs a push
to convert?
Use a profile that excludes internal IP
IDEAS
Spend level
Seasonal
Locations
Abandonment
Device
Technology
Cross sell
Email readers
Rewards
Social fans
Researchers
THE RESEARCHERSVisit Duration > 10 Minutes
Entice users back
Give reasons to buy / return
Reinforce brand & offer
LEFT BASKETLeft basket 10+ days ago
Entice users back
Give reasons to buy / return
Use dedicated landing page
Call to Action
Clear Information
Tempting Offers
Brand Colours
Animation
Relevant to User
AD CONTENT
USPs Eye Catching Images
Branding CTA Incentive Info
OPTIMISING
OPTIMISATION TIPS
Monitor automatic
placements
Watch Display Lost
IS (Rank)
Test different ad
sizes & types
Split test
destination URLs
Add negative
placements
Increase bids to
improve
Pause poorest
performer
Use the dimensions
tab to track
Get highly targeted
with lists
What is the end
goal?
Create multiple
campaigns
Create relevant &
eye catching ads
More targeted =
More conversions
Think about this
before you start
More targeted
management
Send out subliminal
messages
OPTIMISATION TIPS
MEASURING
FREE DASH
BOARD!
FREE DASHBOARD
http://kooz.ai/remarketing-dashboard
Who Does Google Think I
Am?
http://www.google.com/ads/preferences/
IMAGE SOURCES AND REFERENCES
Images: Baby (slide 24) © Clint Scholz - iStockPhoto
Chips (slide 3) © Africa Studio - Fotolia.com
References: Slide 4: http://www.criteo.com/sites/default/files/success_stories/documents/cs_consumer_electronics.pdf
Slide 5: http://www.periscopix.co.uk/blog/latest-2011-google-display-network-benchmarks/
Slide 13: http://andrescholten.net/google-analytics-retargeting-for-adwords-and-adblock-software/
