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Use of Remarketing and RetargetingSlide2
TITLE OPTION #2 –
IMAGE Slide with SMX FOOTER
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This blank layout offers you flexibility to insert your own standard slides above the SMX footer- either for a title slide or all others.
YOU MUST USE THIS FOOTER AT MINIMUM ON YOUR TITLE SLIDE & ALMOST ALL OF YOUR SLIDES.If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately.If using explicit fonts are important, you may provide a pdf to the event organizers to maintain look & feel during live presentation and in the version SMX will upload to slideshare. DELETE THIS SLIDE IF YOU DO NOT USE.
A bit about Anicca and Ann!
A bit about meSlide3
Your brand website
Search
Social
Display - other websites & media sites
NEW & POTENTIAL CUSTOMERSCONVERSION
Traditional ways that customers find websites and services
P
Paid
O
Owned
E
Earned
M
MediaSlide4
Your brand website or store
Shopping / Marketplaces
Search
Social
Display - other websites & media sitesNEW & POTENTIAL CUSTOMERS
ShoppingAdsProduct feedFeed
Management
Software
Social
Commerce
CSE
SALE
Product/ buttons in ads
Use of shopping ads and buy buttons for ecommerceSlide5
Your brand website or store
Shopping / Marketplaces
Search
Social
Display - other websites & media sites
NEW & POTENTIAL CUSTOMERSShoppingAds
Product feed
Feed
Management
Software
Social
Commerce
CSE
SALE
Product/ buttons in ads
Additional sophistication of adding Remarketing
Remarketing or Retargeting layerSlide6
Remarketing and Retargeting aka Stalking Slide7
Remarketing and Retargeting are online advertising techniques where you show adverts to users that have previously visited your website
Google and Bing refers to this as Remarketing, whereas a number of other platforms call it Retargeting:
Paid Social – Facebook/Instagram, Twitter, PinterestPaid Display – Criteo, AdRoll, other ad serving networksThese technique are often referred to as “stalking” particularly if the advertiser does not cap the number of impressions that the visitor sees
Remarketing in search and Retargeting in social is normally charged on a cost per click (CPC), whereas Retargeting in display is charged on a cost per impression basis (CPM)What is Remarketing and Retargeting?Slide8
Examples of display ads on Gumtree
Normal display ad
Dynamic Remarketing adSlide9
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
It may take 4 or more visits to your site before people buy – so use Remarketing to bring them back to your site or give them an incentive to revisit and buyPeople spend a lot less time searching and 95% of our time is spent 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 resultYou 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 using Remarketing/RetargetingSlide10
Reasons for abandoning shopping cartsSlide11
Visitors to your site are tagged:
Tagging for Google Remarketing can be by adding the AdWords Remarketing tag or using your Universal Analytics tag (this means if you are using Google Analytics you can get started immediately)
Facebook and other Retargeting platforms have their own tags or Pixels
The tag results in a cookie being added to users’ device - the duration of this cookie can be set to 30 days or moreWe use Google Tag Manager to add all the different tags to your siteWe create your dynamic list for your target audience by combining audiences based on their behaviour e.g. list of users that go to a specific product category on your site but exclude the list that purchased (arrived at the thank you page)
We can then use various Remarketing techniques to display a new ad to the userOverview of setting up Remarketing/RetargetingSlide12
Overview of Remarketing for ecommerceSlide13
Analytics Remarketing audiences can now be used with all types of Google Remarketing - without the need to add extra AdWords Remarketing tags
This allows us to create a huge range of audience lists based on >200 different metrics and dimensions in Analytics
We can also create audiences based on advertising from other media, (where we already understand more about the audience)
This is achieved by using utm codes added to the links on these ads – so you segment audience by the source of the traffic and the specific segment/demographic, e.g.Traffic from a Facebook ad where you know the interest, income, age, gender and locationTraffic from a LinkedIn ad where you know the job title, size of company and sectorWhy use Analytics to create your Remarketing listsSlide14
Anicca’s “Analytics URL Builder” to create your linksSlide15
Remarketing/Retargeting StrategiesSlide16
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 ads.
However if they have already bought or engaged with you - this may be annoying!
Showcase different product categoriesWe can showcase different ads for different product categoriesBy creating audience lists based on product categories, we are able to show different ads to users who interacted with these categories; e.g. 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.This can be more granular by targeting users that visited specific product page i.e.
dynamic remarketingRemarketing/Retargeting StrategiesSlide17
Appeal to users who didn’t convert
Another strategy would be to exclude our ads to the audiences that 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 basketsUsers 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/Retargeting to users who had purchased may not make sense, as it could be assumed they will return anywayRemarketing/Retargeting Strategies (cont.)Slide18
Cross platform/media
You can use some of the strategies above but this time you are trying to display your ad to your target audience when they are on a different platform
An example is a user originally found your site in Google search but you then show your ad when they are in FacebookCross deviceThis requires a login or other “probabilistic” method of identifying users when they move from one device to another (or when they log into the platforms App) –
This has been available in Facebook and Twitter for some time (2014)Cross device Remarketing in Google has only been available since September 2016Cross platform/media or device targetingSlide19
Types of
Remarketing/RetargetingSlide20
Overview of all the Remarketing/Retargeting types
Display
Search
SocialSimple adsGoogle Display Network (GDN)Remarketing for search – RLSA (Google)Facebook/Instagram, Twitter, Pinterest
Products /shopping adsDynamic display ads (via Google, Criteo, ad Serving etc.)Remarketing for shopping (Google)Dynamic product ads (Facebook/Instagram, Twitter)Upload of emails (customers)Customer match (Google)
Customer match (Google)Custom audiences (Facebook/Instagram, Twitter, Pinterest)Look-a-like audiencesBased on Customer match (Google)Based on Customer match (Google)Based on Custom audiences (Facebook/Instagram, Twitter, Pinterest)Slide21
Sophistication of your approachSlide22
Remarketing/retargeting in searchSlide23
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)Slide24
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 audiencemaintains your current traffic from first time site visitors.Remarketing for Shopping AdsSlide25
Remarketing/retargeting in display and socialSlide26
Networks
Google - 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
Bing/Yahoo - Where we create a display campaign and users from your list are shown ads while they browse website within the Bing and Yahoo network
Ad Networks and other platforms such as Criteo, AdRoll etc.Ad TypesText adsImage adsDynamic ad unitsHTML adsVideo and interactive ads
Display Remarketing/RetargetingSlide27
New Google Contextual Dynamic Creative for display ads
Ad Serving – paid display using technology such as Exchange Labs, Perfect Audience, AdRoll, Double Click,
Dynamic and HTML ads/creative from Flash Talking, Sponge Cell etc.
Products and price buttons in display ads
Example from Flash TalkingSlide28
Dynamic Remarketing/Retargeting 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
A number of social media platforms also offers dynamic product ads (Facebook/
Instagram, Twitter, Pinterest) This technique requires a remarketing pixel and a product feed (or catalogs); plus a templated ad unit (which is populated with the images of the product visited)Dynamic Remarketing/Retargeting (display and social)Slide29
Examples of Dynamic RemarketingSlide30
Need to use Facebook’s own retargeting pixel
Test different ad formats and use the ad templates
Overlay additional audience targeting over your remarketing audienceYou can use your Google feed or feed management software to create the catalog
Facebook (and Instagram) dynamic retargetingSlide31
What are
Twitter Dynamic Product Ads
?Dynamic Product Ads allow advertisers to serve Promoted Tweets based on products users have recently viewed on the advertisers website. Product feeds will be used by Twitter, and Promoted Tweets will be dynamically created.Requirements
Ads API production accessDynamic Product Ads permissionsTailored Audience Web permissionsAdvertiser accounts enabled for ads on Twitter Audience PlatformTwitter – have “discontinued” their buy buttons in favour of dynamic remarketing product ads!Slide32
Remarketing/retargeting – customer matchSlide33
Similar to custom audiences in Facebook and Twitter – where you upload your existing contact lists
Upload a CSV file with your email lists into AdWords
Email addresses are anonymised in the platform Create target audiences, campaigns and ads
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 (not available for search ads)**Need email lists of past or current customers in order to target.**Customer match in Google (Custom audiences) Slide34
“Honeypots”
Integrated approach to using paid social and paid search Slide35
Use “honeypots” to get visitors to your site – so you can create a Remarketing audience in Analytics
Create Remarketing
lists in Analytics
Your siteSlide36
Use “honeypot” content to attract potential customers to your site
Use utm codes on all links, so you can create Remarketing audiences in Analytics
Use Remarketing audiences in conjunction with text or Shopping Ads to target these users with increased bids when they are proactively buying
Particularly powerful when Shopping ads CPC is high or ROAS is low This strategy allows you to focus budget on previous visitors to your site, as they are more likely to convertRemarketing for search with traffic originating from search, social or displaySlide37
Remarketing and Retargeting techniques can be used to
increase conversions
by re-engaging with previous visitors to your siteThere are a choice of Remarketing/Retargeting methods that can be used within or cross platforms (and even cross-device)For each platform that you want your ads to be displayed in you will need to set up an account and add some form of tagging or pixel to your website
However with google AdWords you can significant benefits by using Analytics tracking to create your Remarketing audiencesThe most effective forms of remarketing strategies are:Dynamic product ads – where you have ads that contain the products that the user actually visited but didn’t buy (available in Google, Facebook/Instagram and Bing)Use of Honeypots ads with known audience profiles to get low cost traffic to your site, so you can then remarket to them when they are actively searchingRLSA – Remarketing Lists for Search Ads – where you change the ad or bid for text and shopping ads in Google and Bing
Key takeawaysSlide38
THANK YOU