Your Retargeting Sucks (But It Doesn't Have To!) By Elizabeth Marsten
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Transcript of Your Retargeting Sucks (But It Doesn't Have To!) By Elizabeth Marsten
#SMX #31B2 @ebkendo
Make your remarketing more than an echo
YOUR RETARGETING SUCKS (BUT IT DOESN’T HAVE TO!)
Image: iStock
#SMX #31B2 @ebkendo
§ 10yearsinthesearchindustry§ PPC,Social,SEO,Analytics,Content§ Speaker:SMXAdv/East/West,Mozcon,Searchfest,StateofSearch
§ Author:Lynda.com,AllinOneWebMarketingforDummies,ClickZ
§ And…
Elizabeth Marsten, CommerceHub Director of Paid Search
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§ Stillcountsifit’sunderayear§ Theunicornonesieisinthewash.
Newish mommy
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NORTH AMERICA’S LARGEST RETAILERS, MARKETPLACES AND SEARCH ENGINES
DEMAND GENERATION
ASSORTMENT EXPANSION WAREHOUSES, STORES, DROP-SHIPPERS,
BRAND MANUFACTURERS
DELIVERY NATIONAL CARRIERS, REGIONAL
CARRIERS, LOCAL CARRIERS
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SupplySolutions
Increaseproductofferingandgrowrevenuethrough“virtualinventory”
Integratewithanytradingpartneror
orderfulfillmentsource
Maintainbrandingandcompletecontroloverfulfillmentprocess
DemandSolutions
Profitablyacquirenewcustomersthroughsearch,socialandmarketplacechannels
Pushproductcatalogtochannels
whereconsumersseeknewproducts
Manageandoptimizedigitaladvertisingspendacrosschannels
DeliverySolutions
Optimizeconsumershippingthroughreal-timedecisionsoncost-effective
deliverymethodsthatmeettheconsumer’sdeliverydate
Extendthereachofrapiddelivery
programsbygeographicallydistributinginventorytopartner3PLs
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Why Remarketing is Essential to Paid Search
Image: Pixabay
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Thomas Smith: Successful Advertising
Source: Wikipedia
The first time people look at any given ad, they don't even see it. The second time, they don't notice it. The third time, they are aware that it is there. The fourth time, they have a fleeting sense that they've seen it somewhere before. The fifth time, they actually read the ad. The sixth time they thumb their nose at it. The seventh time, they start to get a little irritated with it. The eighth time, they start to think, "Here's that confounded ad again." The ninth time, they start to wonder if they're missing out on something. The tenth time, they ask their friends and neighbors if they've tried it. The eleventh time, they wonder how the company is paying for all these ads. The twelfth time, they start to think that it must be a good product. The thirteenth time, they start to feel the product has value. The fourteenth time, they start to remember wanting a product exactly like this for a long time. The fifteenth time, they start to yearn for it because they can't afford to buy it. The sixteenth time, they accept the fact that they will buy it sometime in the future. The seventeenth time, they make a note to buy the product. The eighteenth time, they curse their poverty for not allowing them to buy this terrific product. The nineteenth time, they count their money very carefully. The twentieth time prospects see the ad, they buy what is offering.
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§ 1930sMovieIndustry– Createdtodeterminenumberoftimesformessageto“stick”
§ AdvancementsinAdTypes– Radioadvertising
– Print(magazines:Fortune,AdvertisingAge)
§ AdditionalPlacements– Sports– Politics
The Rule of 7
Source: AdAge / Adcetera Image: Wikipedia
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“History:1930s”,AdvertisingAge,Sept.15,2003
The Frequency and the Force
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Remarketing in Digital = More Efficient
§ AverageCPC/CPA– Lowerthanthefirstinteractiontypically,regardlessofvertical
§ Segmentation– Abilitytosegmentandtargetsitebehavior,demographics&lookalikes
§ RemovalandSuppression– Abilitytoremoveorbiddownpastconvertersorotherlowvaluebehaviors
…andbeing“forceful”withoutbeingcreepyorcrazy
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WhyDidn’tTheyBuyintheFirstPlace?
Source: eMarketer
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WhyDidn’tTheyBuyintheFirstPlace?
IntheUS,basedonMay2015researchfromHookLogic,shoppingcartabandonmentismostfrequentamongshoppersfor:
Source: eMarketer
§ HomeGoods–29%§ Health&beauty–24.9%
§ Electronics–22.9%
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SecondPlaceIsn’tSoBad
Source: eMarketer
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§ Buy§ Buyagain§ ContinueaConversation(awareness)
§ StoreVisit§ Engage(socialshare)
What Do You Want Them to Do Next?
Image: Pixabay
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ChoosetheRemarketingType
Whatyouchoosedependsentirelyonwhatyouwanttheusertoexperienceandhowyouwantthemtoact.
§ Standard– Yousetthemessagetextandimages,decidingwhichcreativegoeswithwhichbehaviors
§ Dynamic– Messagesandimagespopulatebasedonuser’spastbehaviors
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Types of Remarketing by Channel
Image: iStock
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GoogleAdWords
Yes,there’scodethathastobeimplementedfirst,beforeyoucanreallystarttodomuchofanything.
§ GDNStandard§ DynamiconGDN
§ RLSA(remarketinglistsforsearchads)
§ MobileApps
§ Video
DynamicremarketingrequiresafeedandMerchantCenter,ifyouareretailanddoingproductlistingads(PLAs).
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AdWords – Dynamic Product Ads
Images: Google AdWords
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AdWords – Dynamic Quick Start
Images: Google AdWords
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AdWords – Retail DPA
Images: Google AdWords
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AdWords – Non-Retail Business Data Feed
Images: Google AdWords
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AdWords – Non-Retail Business Data Feed
Images: Google AdWords
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OverallBestPractices
§ Don’tbeafraidtousecustomaudiencesofSmartLists– Majorretailers,RLSASmartListisout-performingcartabandoners
§ Usefrequencycapping– Googleisalotbetterthanitusedtobe
§ Separatecampaignsfortextandimageads
§ Testmultipleadlayouts
§ Watchoutfordefaults:US&Canada,EnhancedCPC,OptimizedforConversions(youwantthisdefault)
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Don’t forget to check the box either
Images: Google AdWords
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StartStrong
§ ReadytoGoLists–starthere– Cartabandoners
– Productviewers
– Converters(pastbuyers)
– Sitevisitors
§ UseManagedPlacementsforextracontrol
§ Target&Bidvs.BidOnly–readthis§ UseOptimizeforConversions
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SegmentationIdeas
§ Segmentaudiencesbyabandonedcartamount,utilizeidealpricepoints
§ SettargetCPAsforeachaudience,attheveryleastadifferentCPAforremarketingoverall
§ Layerondemographicandintereststonarrowautomaticplacementswithlargerlistslike“allsitevisitors”
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ConvincingEveryoneYouNeedThis
§ TagManager/developmentresourcesneeded§ Potentialimage/brandissues
– Addabackgroundtotemplatestocustomizeamore“onbrand”feel
§ DynamicRemarketingcasestudiesfromGoogle(ModCloth&Sierra)§ Increaseconversionsfromacartabandonerspost
§ PPCChatconversation
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Howmanydaysshouldyouwaitbeforeremarketing?
§ Forcartabandoners– 24hourstendstohavethehighestrateofreturn
§ Everythingelsetapersoffatvariousintervalsafterthat– Apparel,homegoods,petsupplies,partysupplies,beauty,electronics
Source: CommerceHub data
Image: iStock
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ContinuetheConversationwithRLSA
§ Bidonmoregeneric/headtermkeywords– Butonlytofolksthathaveengagedwithyoursiteinsomewayalready
– Showuponsimilarsituationsorbidoncompetitornames
§ Excludeorbiddownconvertedusers
§ Shepherdbehaviorstodifferentlandingpages– Upsell,crosssellorrenewalscometomind
§ Highlyrecommendedread:RLSAforCompetitiveMarkets
SERPremarketing(notontheGDN)withkeywordandPLAoptionsandwithintegrationinGoogleAnalytics.
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RLSA & Dynamic Together
Image: PIxabay
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Facebook Dynamic Product Ads
Image: PIxabay
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But…atalowervolumeofconversions.CommerceHubAverage:• 1200-1400%ROAS• 350-15,000products
Facebook DPA ROAS > Google DPA
Image: Facebok
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FacebookAudiences
VerysimilartoGoogleintypesofaudiencesbutchoiceofplacementmatters!
§ Abandonedcart§ Viewedproductpage
§ Pastpurchases
Where
§ Rightrail§ Newsfeed
§ Mobile(andMobileAudienceNetwork)
§ Structurecampaignsothatyoucanbidbyplacement,productcategoryanduserbehavior
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UnlessyouarealsorunningFacebookAdsforawareness…
§ Stillneedsafirsttimeengagementchannel(SEO,PPC,Social,Direct)
§ Cannibalizesotherchannelswithlastclickattribution– Seenitvaryfrom12-20%ofGooglePLAtraffic
§ Useyourrevenuenumbers,notjustFacebook’s– FBcountsanyclickinthepaththatincludesFacebookasaconversion
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Howmanydaysshouldyouwaitbeforeremarketing?
§ Whatwe’reseeingatCommerceHub:– 2daysgeneratesthemostrevenue
– 7daysisthesecondmost
– 28daysisthird
– 14daysgeneratestheleast
*Using1dayclickattributionforapparelandhomegoods
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Tips&TricksforFBDPA§ Eachplacement(newsfeed/rightrail)needsitsownadset
– Structurecampaignssothatyoucanbidbyplacement,productcategoryanduserbehavior
– Typeofadvariesbyplacement(sizeofimage,amountoftext;canbetruncatedonmobileforlongerheadlines)
§ Startbigger,narrowfromthere– Seenitvaryfrom12-20%ofGooglePLAtraffic
§ Watchsizeofaccount/campaigns– Toogranularisjustmoreworktomanageforamarginalimprovementinreturn
§ PowerEditorisyourfriend– Bulkactions
– RevenueisintheAdManagerUI
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When Retargeting Is Going to Suck
Image: PIxabay
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Ifyou’retailoringyouraudienceandexcludingplacementcategoriesthatcouldconflict,youshouldbegoodtogo.
§ Unabletoaddtags/codetowebsite§ Fast/shortsalescycle§ Reallylongsalescyclewithoutproperfullfunneltracking
§ Privacyorsensitiveverticalslikementalhealth,12stepprograms,dating
§ Conflictingpagecontent(likeonGFN)forwhatyou’readvertising– Likeasaleonvacationpackagesnexttoanewsarticleaboutaplanecrash
Untilyou’renot.
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Retargeting Resources that Don’t Suck
Image: PIxabay
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Someofmyfavorites
§ WordstreamRemarketingBestPracticesGuide§ AdWordsDynamicRemarketingSetUpGuide
§ WordstreamEverythingYouNeedtoKnowAboutRLSA
§ SocialMediaExaminerFacebookDynamicProductAdsSetUpGuide
§ SEL–10CommonMistakesSettingAudiencesinAdWords
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