Embed Size (px)
DESCRIPTION
Presentation from SES London 2013
Citation preview
London| 18–21 February
Winning PPC TacticsPPC Remarketing with Google
Samantha NobleKoozaiMarketing Director
London| 18–21 February 2013 | #SESLON
@koozai_sam
What You Will Learn
How to kick start your remarketing
How to build targeted lists and audiences
How to optimise your campaigns
PLUS1 Dashboard
5 Lists & Strategies16 Takeaway Tips
London| 18–21 February 2013 | #SESLON
Did You Know?
London| 18–21 February 2013 | #SESLON
20%OF ADWORDS TRAFFIC IS VIA GOOGLE DISPLAY NETWORK
(Source: http://www.wordstream.com/blog/ws/2012/05/15/ipo-facebook-vs-google-display-advertising)
London| 18–21 February 2013 | #SESLON
@koozai_sam
Why Advertise Like This?
London| 18–21 February 2013 | #SESLON
@koozai_sam
When You Can Advertise Like This?
London| 18–21 February 2013 | #SESLON
Did You Know?
London| 18–21 February 2013 | #SESLON
RETARGETED CUSTOMERS ARE
MORE LIKELY TO COMPLETE
A PURCHASE
70%(Source: http://www.criteo.com/)
London| 18–21 February 2013 | #SESLON
ImplementingRemarketing
London| 18–21 February 2013 | #SESLON
@koozai_sam
Why Analytics Over AdWords Code?
Use One Platform
Leverage GA Data
More Flexibility
One Code Change Across Site
Targeted List Building
Audience Number Estimates
London| 18–21 February 2013 | #SESLON
@koozai_sam
The Code
London| 18–21 February 2013 | #SESLON
Updating With Ease
London| 18–21 February 2013 | #SESLON
@koozai_sam
London| 18–21 February 2013 | #SESLON
@koozai_sam
Drops in recorded GA traffic Some sites up to 50% drop
GA code blocked by ad blocking software Drops vary across industries
http://kooz.ai/analytics-traffic-drops
Audiences & Goals
London| 18–21 February 2013 | #SESLON
@koozai_sam
Campaign Goals
1. Brand Engagement2. Brand Awareness3. Visitor Nurturing4. Cross Sell & Upsell5. Customer Engagement6. Offer Promotion
London| 18–21 February 2013 | #SESLON
@koozai_sam
The Pre-Defined Lists
Specific PageAll Visitors
Specific Section Goal Completions
London| 18–21 February 2013 | #SESLON
Custom Built List Examples
Location Specific
Medium
Traffic Source
Revenue Generated
Operating System
Visit Duration
London| 18–21 February 2013 | #SESLON
@koozai_sam
Combination List Examples
Started Checkout
> Left the Site
Viewed Product > Did Not Convert
Added Product to Basket > Left the Checkout
Viewed Blog > Did Not View Service Page
Best practice: Build combination lists in AdWords using Analytics lists
Optimisation Tips
London| 18–21 February 2013 | #SESLON
@koozai_sam
The Process
Decide on Goal
Build Targeted
Audiences
Create Quality Ads
Start Campaigns
Monitor and Optimise
On-going Refinement
London| 18–21 February 2013 | #SESLON
Top Optimisation Tips
Monitor automatic placements
Watch Display Lost IS (Rank)
Test different ad sizes & types
Split test destination URLs
Add negative placements
Increase bids to improve
Pause poorest performer
Use the dimensions tab to track
London| 18–21 February 2013 | #SESLON
Top Optimisation Tips
Get highly targeted with lists
What is the end goal?
Create multiple campaigns
Create relevant & eye catching ads
More targeted =
More conversions
Think about this before you start
More targeted management
Send out subliminal messages
5 Lists & Strategies
London| 18–21 February 2013 | #SESLON
@koozai_sam
Visit Duration > 10 Minutes Visitor Nurturing
Campaign
Enticing visitors back into your site
Ad reinforces the brand and an offer
Example - SEOmoz
London| 18–21 February 2013 | #SESLON
@koozai_sam
Visit Duration > 10 Minutes
London| 18–21 February 2013 | #SESLON
@koozai_sam
Left Basket 10+ Days Ago Customer Offer
Campaign
Pre-qualified visitors, interested in purchasing – entice with an offer
Point to dedicated landing page
Example – ASDA, Butlins, Radisson Blu Hotel
London| 18–21 February 2013 | #SESLON
Left Basket 10+ Days Ago
London| 18–21 February 2013 | #SESLON
@koozai_sam
Product & Basket Viewed Subliminal Message
Campaign
Highlight specific products or services viewed
Example – Amazon
London| 18–21 February 2013 | #SESLON
Product & Basket Viewed
London| 18–21 February 2013 | #SESLON
@koozai_sam
Page Viewed for 2+ Minutes
Product or Service Promotion Campaign
For pages engaged with for more than two minutes
Example – Booking.com
London| 18–21 February 2013 | #SESLON
@koozai_sam
Page Viewed for 2+ Minutes
London| 18–21 February 2013 | #SESLON
@koozai_sam
Converted 50 Days Ago
Cross Sell or Upsell Campaign
After a visitor has converted, entice them back to the site to purchase again
Example – Late Rooms
London| 18–21 February 2013 | #SESLON
Converted 50 Days Ago
Remarketing Dashboard
London| 18–21 February 2013 | #SESLON
Remarketing Dashboard
http://kooz.ai/remarketing-dashboard
16 Final Tips
London| 18–21 February 2013 | #SESLON
@koozai_sam
Only run one piece of code, preferably Analytics
Update Privacy Policy to include cookies
Select the right profile, one that excludes internal
Get a naming strategy in place, once set you can’t change
Set membership duration at 540 days
Get at least 100 people in the list before you start
Custom combinations to be created in AdWords
Entice visitors back with offers
London| 18–21 February 2013 | #SESLON
@koozai_sam
Create separate campaigns per target audience/ad
Expect to see a low CTR but high Conversion Rate
Send ads to dedicated and well optimised landing pages
Continuously refine sites showing your ads
Update the Frequency Capping in AdWords
Think about running specific adverts for mobile users
Watch any traffic drops if using default GA code
Get the code added to your site today!
London| 18–21 February 2013 | #SESLON
@koozai_sam
Who Does Google Think You Are?Who Does
Google Think I Am?
http://www.google.com/ads/preferences/
London| 18–21 February 2013 | #SESLON
@koozai_sam
Image Credits Slide 15 -
http://www.istockphoto.com/stock-photo-1376675-my-privacy-02.php?st=15a4339
Slide 16 - http://www.istockphoto.com/stock-photo-16696389-flat-line-alert-on-heart-monitor.php?st=282f069
Slide 18 - http://www.istockphoto.com/stock-photo-5641082-write-right-here.php?st=d8abee4
Slide 23 - http://www.istockphoto.com/stock-photo-21184088-production-line.php?st=d32f211
Slide 42 - http://www.istockphoto.com/stock-photo-2755371-baby-expressions.php?st=16c0af9
