Remarketing is a highly powerful advertising tool, enabling you to target users that have visited your site and entice them back again. At October's Digital Bites, James Giles, PPC Manager at Crafted, explains more about this invaluable method of paid search marketing, exploring how your business can use it to strategic advantage. Packed with examples, James showcases the Suffolk businesses that are seeing impressive results from remarketing.

1. EASILY
DIGESTIBLE
DIGITAL
INSIGHT
#digitalbites @digital_bites

2. Remarketing: Catching the one that got away
presented by James Giles, PPC Manager at Crafted
Ipswich-based integrated digital marketing agency
EASILY
DIGESTIBLE
DIGITAL
INSIGHT

3. So what's it all about?
Remarketing is a form of banner advertising

4. Powerful tool to re-engage with potential customers
So what's it all about?

5. 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?

6. Highly targeted and controllable
So what's it all about?

7. 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

8. One piece of code
sits across the whole of your site
How does it work?
User visits site,
cookie is dropped

9. 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

10. User gets added
to remarketing list
User visits site,
cookie is dropped
Lists are assigned
relevant creative
How does it work?

11. Lists are assigned
relevant creative
How does it work?
User visits a website
on the GDN
User gets added
to remarketing list

12. User visits a website
on the GDN
How does it work?
Remarketing ad
is served
Lists are assigned
relevant creative

13. 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

14. User clicks on ad
(CPC or CPM can be used)
How does it work?
User returns
to your site
Remarketing ad
is served

15. User returns to your site
How does it work?
User clicks on ad
(CPC or CPM can
be used)

17. 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

18. People who hit the site and do not quote
Homepage-no-quote

19. People who get a quote but have not bought a policy
Quote-no-policy

20. Profession-specific-page-no-quote

21. Profession-specific-quote-no-policy

22. Results
Cost per quote 17%
24%
26%
Click to quote
Quote conversion paths
that involved remarketing

24. 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

25. Creative - Offer

26. Creative - Offer

27. Creative - Offer

28. Creative - Offer

29. Overall revenue
Users who bought after being served
an incentive led banner
20%
15%
Results

30. Information from remarketing
Demographics
GenderAge Locations

31. Information from remarketing
Placements

32. Get the remarketing tag on your site ASAP
It takes time to build lists
Top tips

33. Define your remarketing strategy
What is the objective?
Top tips

34. Where possible use incentives
Top tips

35. Use custom combinations
to create very specific audiences
Top tips

36. Mine the data out of the campaign
to get a better understanding of the audiences
that are visiting your website
Top tips

37. Thank you