Remarketing: catching the one that got away
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Transcript of Remarketing: catching the one that got away
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EASILYDIGESTIBLEDIGITALINSIGHT
#digitalbites @digital_bites
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Remarketing: Catching the one that got away presented by James Giles, PPC Manager at Crafted Ipswich-based integrated digital marketing agency
EASILYDIGESTIBLEDIGITALINSIGHT
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So what's it all about?
Remarketing is a form of banner advertising
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Powerful tool to re-engage with potential customers
So what's it all about?
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A number of strategies can be used including • Incentive led • Cross-selling or Up-selling
• Category, product or profession specific • Site wide strategy
So what's it all about?
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Highly targeted and controllable
So what's it all about?
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How does it work?
One piece of code sits across the whole
of your site
User visits site, cookie is dropped
User gets added to remarketing list
Lists are assigned relevant creative
User visits a website on the GDN
Remarketing ad is served
User clicks on ad (CPC or CPM can be used)
User returns to your site
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One piece of code sits across the whole of your site
How does it work?
User visits site, cookie is dropped
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User visits site, cookie is dropped
How does it work?
One piece of code sits across the whole
of your site User gets added to remarketing list
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User gets added to remarketing list
User visits site, cookie is dropped
Lists are assigned relevant creative
How does it work?
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Lists are assigned relevant creative
How does it work?
User visits a website on the GDN
User gets added to remarketing list
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User visits a website on the GDN
How does it work?
Remarketing ad is served
Lists are assigned relevant creative
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Remarketing ad is served
How does it work?
User clicks on ad (CPC or CPM can
be used) User visits a website
on the GDN
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User clicks on ad (CPC or CPM can be used)
How does it work?
User returns to your site
Remarketing ad is served
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User returns to your site
How does it work?
User clicks on ad (CPC or CPM can
be used)
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PolicyBee PolicyBee has used Remarketing in a number of strategic
ways to re-engage with potential costumers
Increase quote conversion rate
Decrease cost per quote
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People who hit the site and do not quote
Homepage-no-quote
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People who get a quote but have not bought a policy
Quote-no-policy
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Profession-specific-page-no-quote
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Profession-specific-quote-no-policy
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Results
Cost per quote 17% 24%
26%
Click to quote
Quote conversion paths that involved remarketing
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Notcutts Notcutts has used incentive driven remarketing,
which is a great way to get people back to your site.
Use remarketing to help drive increased revenue
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Creative - Offer
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Creative - Offer
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Creative - Offer
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Creative - Offer
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Overall revenue
Users who bought after being served an incentive led banner
20%
15%
Results
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Information from remarketing
Demographics
Gender Age Locations
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Information from remarketing
Placements
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Get the remarketing tag on your site ASAP It takes time to build lists
Top tips
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Define your remarketing strategy What is the objective?
Top tips
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Where possible use incentives
Top tips
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Use custom combinations to create very specific audiences
Top tips
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Mine the data out of the campaign to get a better understanding of the audiences
that are visiting your website
Top tips
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Thank you