Remarketing and Retargeting - Anicca Digital · Overview of setting up a remarketing campaign...

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Remarketing and Retargeting

By Ann Stanley

Managing Director of Anicca Digital


Remarketing aka Stalking


What is Remarketing and Retargeting?• Remarketing/retargeting are online advertising techniques where

you show adverts to users that have previously visited your website

• Google refers to this as remarketing, whereas a number of other platforms call it retargeting: • Facebook Exchange

• Bing

• Criteo

• AdRoll

• Other ad serving networks

• Retargeting is normally charged on a Cost per impression basis (CPM), whereas Remarketing is a cost per click (CPC)

• The technique is often referred to as “stalking” particularly if the advertiser does not cap the number of impressions that the visitor sees


Examples of remarketing ads from sofa.com


Overview of setting up a remarketing campaign

• Visitors to your site are tagged: • Tagging for Google remarketing can be by adding the AdWords remarketing tag

or using your Universal Analytics tag

• Facebook and other retargeting platforms have their own tags

• The tag results in a cookie being added to users’ device - the duration of this cookie can be set to 30 days or more

• You create lists of your target audience based on their behaviour e.g. users that go to a specific product category on your site but do not purchase (so don’t arrive at the thank you page)

• We can use various remarketing techniques to display a new ad to the returning user


Overview of remarketing for ecommerce


Reasons for using remarketing• Typically 1-5% of visitors will purchase/convert – what about the other 95% - you can use

remarketing to increase conversion rates

• Previous visitors to your site are much more likely to convert so use remarketing to remind

them of your brand or give them an incentive to revisit and buy

• It may take 4 or more visits to your site before people buy – so use remarketing to bring

them back to your site

• People spend 21% searching and 79% consuming content – so why not have your ads

displayed to your previous visitors where ever they are on the internet

• You may want to be more visible in the search results to people that have been to your

site before, so you can use a higher bid, a different ad or even bid on different keyphrases

• You may not want to cannibalise your organic traffic for brand phrases – so don’t bid on

your brand for visitors that already know you – they will probably click on the organic result

• You may want to incentivise the 70% of cart abandoners to come back to your site – but

are you educating them to expect discounts for leaving you!


Reasons for abandoning shopping carts


Training users to abandon their basket!


Remarketing strategies and types


Remarketing Strategies

• Reach all visitors to your website• The most basic way to remarket is to reach all visitors to your

website. Anyone who visits your websites will be able to see your remarketing ads.

• Showcase different product categories• We can showcase different ads for different product categories.

• By creating remarketing lists based on product categories, we are able to show different ads to users who interacted with these categories. For an online clothing store, this allows us to show different, customized ads to users who reached the “Women's Clothing” page and the “Men's Clothing” page.


Remarketing Strategies (cont.)

• Appeal to users who didn’t convert• Another strategy would be to exclude our remarketing efforts to those who

converted.• The main focus of this strategy would be to focus our advertising efforts on the

users who got away!

• Re-engage users with abandoned shopping baskets• Users will reach the basket page without purchasing. There are many reasons for

this. • They may have found the checkout process too detailed when they were short of

time, or may have realised they left their bank card at home! • Whatever the reason, it’s important that we target these specific users with an

advert to give them that nudge to come back and complete their purchase at a later date.

• Cross-sell to converters• Targeting previous customers will be dependent on the type of product/service. • For some advertisers, remarketing to users who had purchased may not make

sense, as it could be assumed they will return anyway


Remarketing types

Google Display Network (GDN)• Where we create a display campaign and users from your list are shown ads while

they browse website within the GDN. This is the original type of Remarketing.

Dynamic remarketing ads – Google and Facebook• Where you show previous visitors to your site dynamically created ads containing

your products

• These are powered by your Google Merchant Centre account or Facebook Product Catalog.

• This can be targeted at specific products. If users were to look at a bike on the Halfords website, they could then be remarketed that specific product at a later date.

Remarketing Lists for Search ads (RLSA)• Where you over lay your remarketing lists over your search campaigns so that users

that have been to your site before have a different search result than new visitors


New Remarketing types

Remarketing for Shopping ads• This has only recently been released and combines remarketing lists with Shopping

campaigns

Customer Match• Google’s equivalent to custom audiences (in Facebook and Twitter) – where you

upload and target your own list

Look-a-like or similar audiences• Where the ad platform try and find more users with a similar profile and behaviour

to your custom audience


Sophistication of your approach


Creating a remarketing campaign for the Google

Display Network (GDN)


Create a Remarketing campaign using the Display network


Campaign settings


Creating an ad group


Using the shared library to create an audience and shared ads


Create an AdWords Remarketing tag


Getting the Remarketing code


Creating Remarketing Lists


Setting up your targeting


Creating a combination list (using filter functionality)


Remarketing ad sizes and examples!

Don’t forget text ads – these often convert

well!


Reporting

A view through conversion is where the visitor sees an ad and later

converts – even though they did not click on the ad


Relative click through rate of remarketing vs traditional non-remarketing ad on the GDN


Increased conversion rates with ad frequency


Daily Impression Cap

Average # of Impressions

Delivered

2 1.21

3 1.54

4 1.75

5 1.87

6 2.07

7 2.12

8 2.14

Unlimited 3.71

Ads are almost never

served to their full

impression cap!

Make sure you don’t cap your ads too low


Dynamic remarketing ads


• Dynamic remarketing lets you create and deliver customised ads that connect visitors with their past shopping experiences on your site, so they see the products in the ad that they previously viewed on your site

• If you’re a retailer with a Google Merchant Centre account, you can use dynamic remarketing to construct dynamic remarketing ads containing the products and messages based on their previous interaction on your site

• Facebook also offers dynamic product ads (presented in earlier session)

Dynamic Remarketing


Examples of Dynamic Remarketing


Example of results

• “All visitors that did not convert” had a higher CTR than the “visitors that added a product

to the basket but did not convert”

• However the conversion rate and ROAS was ~5 times higher for the “visitors that added a

product to the basket but did not convert”


Remarketing Lists for Search Ads (RLSA)


• Remarketing lists for search ads provides yet another opportunity to optimise your search campaigns by letting you tailor your keyword bids and ad text for your highest value prospects i.e. targeting people who have previously visited your website at the time when they’re searching for what you sell.

• Once you know which searchers represented higher value prospects (e.g. previous visitors that added a product to the cart), you might want to:

• bid higher for converting keyphrases

• show on broader keywords (generic or competitor phrases)

• or present different ads to these customers to improve your results (e.g. with an offer)

Remarketing lists for Search Ads (RLSA)


• Low Margin Retailer• Some keywords are too expensive for certain clients to bid on, due to

high competition and typical conversion rates.

• We know that returning visitors convert at a higher rate than new visitors.

• This now gives advertisers a chance at bidding on those keywords, as these users will be familiar with your brand.

• Bidding on competitors names• For some markets, users will visit your site as part of a longer journey

including several of your big brand competitors.

• With remarketing for search ads, we can create a new campaign with competitor names as keywords, and bid on it only for users who have visited your site recently.

Strategies for RLSA


• Maximising Relevant Ad Copy• By knowing that a user has visited your website before, or

certain pages, you are able to edit the ad copy to make it stand out to that user even more.

• If we know the user was looking at “Nike trainers”, we are able to take advantage of this with the ad copy.

• Landing Page Selection• By knowing that a user has been previously looking at “Nike

trainers”, by having “buy trainers” as a keyword within your remarketing search lists, you will be able to target your users straight to the Nike trainers category page, which is likely to increase conversion rates.

Ads and landing pages


Remarketing for Shopping ads


• Set-up is the same as for RLSA

• Best with larger lists – so ensure lists are not too small

• Consider deeper engagement lists i.e. Category page viewers, product page viewers, Cart abandoners – use Analytics to create lists

• Google recommend starting with the “bid only” modifications (e.g. bid 25% higher if been to the site before):• allows for powerful improvements in impression share for your

audience

• maintains your current traffic from first time site visitors.

Best Practices


Customer match


Off the Press! – Custom audiences for Google (Customer match)• Similar to custom audiences in Facebook and Twitter

• Re-engage customers through targeted ads on the Google Search and Display Network (just Gmail ads & YouTube).

• Reach out to new customers with similar audiences, through Gmail and YouTube ads.

• Upload email lists into AdWords & create targeted campaigns and ads – email addresses are anonymised in the platform and users are targeted by search histories and YouTube views.

• Available now in all locations and across all devices.

**Need email lists of past or current customers in order to target.**


What is it?

• Reach existing customers on YouTube, Search and Gmail based on their email addresses.

• Expand reach to new users who resemble their existing customers via automatically-generated Similar Audience lists (on YouTube and Gmail).

Why use it?

• 1st ever Google cross-device targeting solution!

• Target users beyond 180 days since their last interaction

• Use offline or alternatively acquired data

• Great if you can’t use tagging technology but can provide a list of Emails

• Maximise ROI by using CRM data

How does it work?

• Upload a list of customer email addresses into AdWords

• Addresses are matched to primary email addresses associated with users’ Google accounts (based on signed in user data) these are then formed into audience lists

Customer Match


Step by step set-up of Customer match


Using Analytics to create your remarketing lists


Why use Analytics to create your lists

• Can be used for most types of remarketing without the need to add extra AdWords remarketing tags

• Can create a huge range of lists based on >200 different metrics and dimensions in Analytics


Requirements for using Analytics to create your remarketing lists


Creating lists


Tips for using Analytics lists for remarketing

• Maximum 180 day cookie length

• A list must have at least 1,000 users to be eligible to run for RLSA (100 for GDN)

• Start with broad lists, then optimise

• Scale across accounts for impact

• Experiment with new keywords (RLSA)


Summary

• Google is now providing a range of techniques to target audiences rather than you just being found for search terms

• There are an increasing number of remarketing techniques which can be overlaid on to other targeting techniques

• Remarketing using Analytics tags allows the creation of very sophisticated lists (by a combination of metrics and dimensions)

• As CPC’s become more competitive - it will become more essential to target fewer more specific audiences in order to get the required ROAS

• Consider using methods to get large volumes of cheap traffic to your site (e.g. Facebook ads), tag the user and then use remarketing to find the ones which are more likely to convert

• Use customer match to market to your own lists when they are actually intending to purchase


Thank [email protected]

anicca.co.uk

mailto:[email protected]

http://anicca.co.uk/

Remarketing and Retargeting - Anicca Digital · Overview of setting up a remarketing campaign...

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