3 Bold Tips to

Rethink Remarketing

Erin Sagin, Customer Success Manager, WordStream

@erinsagin

Mark Irvine, Data Scientist, WordStream

@markirvine89

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About WordStream

Search Marketing software company founded in 2007 located in Boston, MA

Winner of Best Customer Engagement Driver Award from MITX

Leading provider of:o PPC Advisor (PPC Management Platform) o The Free AdWords Performance Gradero The Free AdWords Landing Page Gradero Expert PPC Management Services

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You'll learn how to master pay-per-click advertising and Google AdWords in three guided courses, from PPC 101 to Advanced PPC, plus webinars, white papers, and free tools to help you along the way.

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Meet Our Presenters

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Erin Sagin, Customer Success Manager

• Recently spoke at PubCon in Las

Vegas

• Oversees a team managing 2,000+

Paid Search Accounts

• When she’s not working, you’ll find

her hula hooping, vacationing in the

Caribbean and binging on reality TV

• @erinsagin

Mark Irvine, Data Scientist

• 3+ years of Paid Search experience

• Spot trends in data to help hit search

& remarketing goals

• Trains new WordStreamer’s on paid

search best practices

• Shamelessly addicted to reality TV

• @MarkIrvine89

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Tip #1 Be Creepy

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Users are 76% more likely to

click on a remarketing ad!

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Non-Remarketing Ad

Remarketing Ads

A remarketing ad is more likely to be clicked, even if

the user has seen it 6 times before, than a brand new, non-remarketing ad!

Epiphany #1: Set your Impression Caps to Unlimited.

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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!

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9:15AM: Coffee Break• User shops online and puts item in cart• Interrupted before completing purchase• Cookied and added to remarketing list with

impression cap of 2

12PM: Lunch Break• User returns online to browse email• Served one remarketing ad• Returns to work

3PM: Afternoon Break• User goes online to read the news• Not served second remarketing ad, as

Google assumes she will return online later in the day

5PM: Workday Complete• User packs up and heads home for the

day• Google never had the opportunity to

serve another ad and the impression cap of 2 is NOT met

The Display network is Competitive

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22% at BEST

It is safe to set your caps

high!

What’s the moral of the story?

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Tip #2: Be Everywhere

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14 Ad Formats on Google Display

Network

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Not all ad formats have the

same reach:

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But the same formats still do!

Different ad formats don’t compete.

Epiphany #2: Utilize all ad

formats and sizes

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• AdWords Ad Gallery, formerly the Display Ad Builder, allows you to create ad of all sizes for free.

• Don’t like the AdWords option? Try BannerSnack software or work with a graphic designer!

Tip #3: Be Persistent

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But I’ve always been told to set short

membership durations to prevent ad fatigue…

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Yes, that’s $56…on ice cream. All thanks to remarketing.

Epiphany #3: Set Your Membership Duration

to 3x Your Average Sales Cycle.

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Pro Tip!

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1. Head to Google Analytics.2. View Conversions Time Lag.3. Determine the time frame in which 95% of your conversions

occur. This should be your new Membership Duration.

30 Day Duration!

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Let’s Recap

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3 Bold Steps to Boost your Experience

1. Be Aggressive Set Impression Caps to Unlimited

2. Be Everywhere Create Ads in All Formats and Sizes

3. Be Persistent Extend your Membership Duration to 3x Sales Cycle

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Join our next webinar!

Thank You!

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Questions? Give us a call.

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