Digital Growth Unleashed Remarketing Strategies & Tactics for Every Business

www.CultivativeMarketing.com @hoffman8www.golearnmarketing.com
Remarketing Strategies for
Every Business

@hoffman8
Amy Bishop
Digital Marketing Consultant
www.CultivativeMarketing.com 2
Owner,
Cultivative, LLC.
Travel
Enthusiast
Loves cat memes.. Loves a good joke.
Let’s chat: @Hoffman8

@hoffman8www.CultivativeMarketing.com 3
Today’s
Agenda
The Buyer
Journey
Analyzing Your
Data for High
Intent Audiences
Driving More
Value
Improving
Conversion Rates
Relevance &
Timeliness
Cross-Channel
CTAs & Ads Reporting And
Analysis
Quick Tips

www.CultivativeMarketing.com @hoffman8www.cultivativemarketing.com
Knowing Your Audience

www.CultivativeMarketing.com @hoffman8
Communication Lessons We Can Learn From John Ralphio
• Spray ‘n’ pray is not your best bet
• Simply being louder is not effective
• Simply being visible and disruptive
is not effective
• Poor communication does more
harm than good

Communication Lessons We Can Learn From John Ralphio
• Spray ‘n’ pray is not your best bet
• Simply being louder is not effective
• Simply being visible and disruptive
is not effective
• Poor communication does more
harm than good
You need to know your audience.

Understanding Your Audiences

@hoffman8
Optimizing the Path to Purchase
Awareness Consideration Preference Cross-Sell &
Upsell
Purchase

@hoffman8
Miranda The Young
Mom’s Problem Path
● Current vehicle has maintenance
issues. It doesn’t feel reliable and
she wants to trade it in.
● Has 3 young kids.
● Puts in a lot of mileage: mileage
and price are high priorities.
Car becomes less reliable
Used vehicle options
Seating Options
Gas Mileage
Price & Trade-in Value
Financing Options
Safety Ratings

@hoffman8
Your
Website Is
Your Digital
Salesperson
Gather
Info
Educate
Guide
Convert

@hoffman8
Your Website Is Your Digital
Salesperson
www.CultivativeMarketing.com
Gather
Info
Educate
Guide
Convert

@hoffman8
The Path Visualized as a Funnel
Deciding Where
to Buy
Zeroing in on a
Make & Model
Beginning to Gather
Information
● Seating Options
● Price & Trade-In Value
● Used Vehicle Options
● Agreed Upon Trade-in Value
● Financing
● Gas Mileage
● Safety Ratings

@hoffman8
Creating Audiences to Drive the Purchase Path
Psst: Want this worksheet?
B2B: http://bit.ly/2HqnSaf
B2C: http://bit.ly/2FwxmV1

@hoffman8
Step Persona
Buyer
Stage
Information
Needed
Device
Usage
Action or
Resource
Tracking
1
Miranda the Young
Mom
Research: car
comparisons
Unbiased car
comparisons
Desktop
Vehicle
comparison tool
Track Usage
2
Research: car
comparisons
Unbiased car
comparisons
Mobile Video Video Views
3
Consideration:
Choosing a car
Gas mileage, Safety
ratings, Seating info
Desktop and
Mobile
Video or Guide
Video or Guide
Views
4
Consideration:
Financing & Expenses
Financing Options
Desktop and
Mobile
Financing
Estimator
Track Usage
5 Decision
Dealership
Information
Mobile
Dealer Locator /
Appt Set
Track Usage
6 Decision
Dealership
Information
Mobile Phone Call Track Usage

@hoffman8
Drive Data Collection Through Your Media
Targeting
Target audiences based upon
their demographics & interests.
Leverage audiences in platforms
that don’t have as detailed of
demographic targeting.
1 2

@hoffman8
Example Use Case
Used social to define
demographics.
Created audiences based
upon targeting data.
Applied audiences to search
campaigns as Target-Only to
better qualify searchers.

Using Custom Reports to
Identify High-Intent
Audiences

@hoffman8
Google Analytics Custom Reports
• Average Session Duration
• Page Depth
• Sessions to transaction
• Session Count
Dimensions:
• Transactions
• Revenue
• AOV
• Revenue per User
• Conversion Rates
Analyze:

@hoffman8
• Average Session Duration
• Page Depth
• Sessions to transaction
• Session Count
Dimensions:
• Transactions
• Revenue
• AOV
• Revenue per User
• Conversion Rates
Analyze:

@hoffman8

Driving the Most Value

So, we’ve built some audiences. Now we need to:
1. Determine which audiences have the
highest propensity to transact.
2. Zero in on how to best convert these
audiences.

@hoffman8
Leverage the Audience Reports

Leveraging Google Analytics to Drive Performance

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Performance By Source Only Shows Part Of the Picture

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Audiences Give Insight Into Long Term Performance

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Activate the Audience Reports
Data takes 24 Hours to
Populate
Data is not retroactive
Can only enable 20
Audiences for GA Reports

@hoffman8
Audiences Report... Within the Audience Report
Audience 1
Audience 10
Audience 9
Audience 8
Audience 7
Audience 6
Audience 5
Audience 4
Audience 3
Audience 2

@hoffman8
Audiences Report... Within the Audience Report
Audience 1
Audience 10
Audience 9
Audience 8
Audience 7
Audience 6
Audience 5
Audience 4
Audience 3
Audience 2
Thanks for
that,
Google!

@hoffman8
Which Audiences Have the Highest Propensity to Drive
More Revenue if Promoted Further?
Audience 1
Audience 10
Audience 9
Audience 8
Audience 7
Audience 6
Audience 5
Audience 4
Audience 3
Audience 2

@hoffman8
Which Audiences Have the Highest Propensity to Drive
More Revenue if Promoted Further?
Audience 1
Audience 10
Audience 9
Audience 8
Audience 7
Audience 6
Audience 5
Audience 4
Audience 3
Audience 2
01. Which audiences are of
the highest value?
02.
Which audiences should
we spend more money
promoting?
03.
Which audiences should
we spend more money
to build up?

Improving Conversion Rates

@hoffman8
Leveraging Audiences in Custom Views
Once Enabled, Audiences
are Accessible for:
1. Custom Views
2. Segment Dimensions
3. Custom Reports
4. Custom Funnels
(Analytics 360)

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Understand Which
Channels Do Best
at Converting
Different
Audiences

@hoffman8
View How Repeat
Visitors from
Prospecting
Campaigns
Engage with
Content

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Identify High-Value Content
Which pages drive
the most value?
Use this to inform
landing page strategy
& as a source for
audiences!

@hoffman8
Improve Conversion:
Which Content Pieces Convert Best for Each Audience?

@hoffman8 40
Site Search – What’s Missing?

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Find Ways to Replicate Top-Performing Audiences for
Prospecting
Identify
Prospecting
Audiences

Analyze the
Composition
of Your
Audience

Compare
Audience
Composition

@hoffman8 45
Compare
Audience
Composition
Takeaways
• Know how to target
buyers
• Know what products
are likely to sell best
into each market

Relevance and Timeliness

“One person’s annoying is
another person’s inspiring and
heroic”

“One person’s annoying is
another person’s inspiring and
heroic”
Things no
one ever has
or will say
about
Remarketing

@hoffman8
Audiences around Recency

Recency-Based
Audiences
Cookie lengths
will vary by
business.
Recency
alone is
helpful for
re-engaging
TOF.
Recency can be paired
with micro—conversions
further in the funnel

@hoffman8
Sessions Between
Micro-Conversions

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Sessions Between
Micro-Conversions
Some of the timing/recency reports
between funnel steps will be testing
and learning.

Coordinating Cross-Channel &
Reporting Results

@hoffman8
Step Persona
Buyer
Stage
Information
Needed
Device
Usage
Action or
Resource
Tracking
1
Soccer Mom
Research: car
comparisons
Unbiased car
comparisons
Desktop
Vehicle
comparison tool
Track Usage
2
Research: car
comparisons
Unbiased car
comparisons
3
Consideration:
Choosing a car
Gas mileage, Safety
Desktop and
Mobile
Video or Guide
Video or Guide
Views
4
Consideration:
Financing Options
Desktop and
Mobile
Financing
Estimator
Track Usage
5 Decision
Dealership
Information
Mobile
Dealer Locator /
Appt Set
Track Usage
6 Decision
Dealership
Information

@hoffman8
Audience Shaping
Audience Targeted Buyer Stage
Information They
Need
Action or Resource Tracking
Lookalikes & 3rd
Party Audiences
Research: car
comparisons
Car Comparisons
Vehicle comparison
tool
Track Usage
Comparison Tool Users Research: car comparisons Car Comparisons Video Video Views
Video Viewers
Consideration: Choosing a
car
Gas mileage, Safety ratings,
Seating info
Video or Guide Video or Guide Views
Video Viewers
Consideration: Financing &
Expenses
Financing Options Financing Estimator Track Usage
Financing Estimators Preference Dealership Information Dealer Locator / Appt Set
Track Usage
Dealer Locators /
Appointment Setters
Preference Reviews, Price Comparisons
Vehicle Ratings &
Supporting Content
Track Visits
Dealer Locators /
Appointment Setters /
Vehicle Ratings Viewers
Purchase Contact Information Phone Call / Directions Track Calls / Locates
Target
Exclude

@hoffman8
Audience Shaping
Audience Targeted Buyer Stage
Information They
Need
Action or Resource Tracking
Lookalikes & 3rd Party
Audiences
Research: car comparisons Car Comparisons Vehicle comparison tool Track Usage
Comparison Tool
Users
Research: car
comparisons
Car Comparisons Video Video Views
Video Viewers
Consideration: Choosing a
car
Gas mileage, Safety ratings,
Seating info
Video or Guide Video or Guide Views
Video Viewers
Consideration: Financing &
Expenses
Financing Options Financing Estimator Track Usage
Financing Estimators Preference Dealership Information Dealer Locator / Appt Set
Track Usage
Dealer Locators /
Appointment Setters
Preference Reviews, Price Comparisons
Vehicle Ratings &
Supporting Content
Track Visits
Dealer Locators /
Appointment Setters /
Vehicle Ratings Viewers
Purchase Contact Information Phone Call / Directions Track Calls / Locates
Target
Exclude

@hoffman8
What’s Working Right Now?
Low Volume
High Volume
High Volume / Low Cost
Low Cost / Low Volume
High Volume / High Cost
High Cost / Low Volume
High CostLow Cost

@hoffman8
What’s Working Right Now?
Don’t Cannibalize
Look For Ways to Fuel Growth
Improve Efficiency
Improve Efficiency & Volume or Replace
Low Volume
High Volume
High Volume / Low Cost
Low Cost / Low Volume
High Volume / High Cost
High Cost / Low Volume
High CostLow Cost

@hoffman8
Example: Using Media to Strengthen Your Email
Efforts
Email Campaigns
Generating Leads at a
Low Cost
Not Generating Leads
Open/Click Rates HighOpen/Click Rates LowLow VolumeHigh Volume
Map Timing To Ensure
No Cannibilization
Capture Email Addresses
with Lead Ads
Target Ads to Custom
Audience
Remarket an Engaged
Audience

Created a CRM
list of folks that
weren’t
responsive
Using Social to
Boost other
Channels
Using Social to Increase Recall, Then Following with Email

Created a CRM
list of folks that
weren’t
responsive
Created custom audiences
to target them with ads.
Using Social to
Boost other
Channels

Sent a follow-
up email after
two weeks of ad
targeting
Created a CRM
list of folks that
weren’t
responsive
Using Social to
Boost other
Channels

Sent a follow-
up email after
two weeks of ad
targeting
Created a CRM
list of folks that
weren’t
responsive
Using Social to
Boost other
Channels
Saw up to a 50%
increase in open rates
from those that were on
the custom audience
versus those that
weren’t.

Ads & CTAs At Each Stage of The Funnel

@hoffman8
Step Persona
Buyer
Stage
Information
Needed
Device
Usage
Action or
Resource
Tracking
1
Soccer Mom
Research: car
comparisons
Unbiased car
comparisons
Desktop
Vehicle
comparison tool
Track Usage
2
Research: car
comparisons
Unbiased car
comparisons
3
Consideration:
Choosing a car
Gas mileage, Safety
Desktop and
Mobile
Video or Guide
Video or Guide
Views
4
Consideration:
Financing Options
Desktop and
Mobile
Financing
Estimator
Track Usage
5 Decision
Dealership
Information
Mobile
Dealer Locator /
Appt Set
Track Usage
6 Decision
Dealership
Information

Conversions CPL Total Cost Close Rate Cost Per Sale Sales
Phone Call 47 $27.26 $1,280.99 34.5% $79 16
Video View 283 $9.07 $2,567.38 5.4% $168 15
Infographic 143 $14.57 $2,083.28 9.5% $154 14
Quiz 314 $18.05 $5,668.49 12.5% $145 39
Calculator 254 $10.73 $2,725.42 14.5% $74 37
Demo Request 92 $22.19 $2,041.30 25.8% $86 24
Example Case Study: Account Level

Why Not Just Push
Demo & Phone Calls?

Clicks
Conversion
Rate Conversions CPL Total Cost Close Rate
Cost Per
Sale Sales
Phone Call 154 1.9% 3 $87.30 $254.10 34.5% $253 1
Video View 254 14.0% 36 $11.64 $413.93 5.4% $218 2
Infographic 274 9.3% 25 $17.19 $437.96 9.5% $181 2
Demo Request 183 2.3% 4 $71.74 $301.95 25.8% $278 1
Example Case Study: Top of Funnel Campaigns Only

Clicks
Conversion
Cost Per
Sale Sales
Phone Call 154 1.9% 3 $87.30 $254.10 34.5% $253 1
Video View 254 14.0% 36 $11.64 $413.93 5.4% $218 2
Infographic 274 9.3% 25 $17.19 $437.96 9.5% $181 2
Demo Request 183 2.3% 4 $71.74 $301.95 25.8% $278 1
Pushing High Funnel Consumers Who Aren’t Ready

Clicks
Conversion
Cost Per
Sale Sales
Phone Call 154 1.9% 3 $87.30 $254.10 34.5% $253 1
Video View 254 14.0% 36 $11.64 $413.93 5.4% $218 2
Infographic 274 9.3% 25 $17.19 $437.96 9.5% $181 2
Demo Request 183 2.3% 4 $71.74 $301.95 25.8% $278 1
Better Cost Per Sale + Bonus Leads for Your CRM

@hoffman8
New vs Returning Users
New User Repeat User, No
Prior Purchase
Prior Purchaser

@hoffman8
New vs Returning Users
New User Repeat User, No
Prior Purchase
Prior Purchaser
“Welcome back! Have you seen our loyalty
program?”
“Hey, nice to meet you! Check out our cool
stuff!”
“Great to see you again! Here’s a promo
you might like!”

@hoffman8
Example:
Prior
Purchaser
Mapping
Reviewed client data on repeat
purchaser time frames.
Reviewed client’s email sequences and
purchaser trends.
Organized remarketing campaigns to
begin only after emails had been sent.

@hoffman8
Using Audiences to Populate Ads

Reporting on Audience Performance

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When Layering in ANY Remarketing, Watch for
Incremental Value

@hoffman8
Custom Reports to Analyze Audience Performance
Typically, you would
have several choices
for dimensions and
secondary dimensions
in a custom report. You
can use audiences, but
it seriously limits the
secondary dimensions
you can use.

@hoffman8
Custom Reports to Analyze Audience Performance
Typical Options Options with
Audiences

@hoffman8
Pro Tip:
Instead, Build the Report You Want and Use Audience as a View Segment

Custom
Dashboards
by Audience

Reporting on Big Picture Performance

@hoffman8
Set Up Custom Channel Groupings
As you begin to
intentionally influence &
sculpt these exchanges,
it is valuable to dig in on
a more granular level
than the default channel
groupings.
Review How Traffic Flows Across Campaign Types and Channels

@hoffman8
Measuring Each Campaign
Micro Conversion
Goal Volume
Contribution to
subsequent stage
Multi-channel Attribution &
Lifetime Value
01
02
03

@hoffman8
Measuring Each Campaign
Triangulate where issues lie.
• Low micro-conversion
goal? Could be the goal, or
the campaign.
• High micro-conversion, low
funnel progression? Could
be a flaw with the next
stage or lead quality issue.
Micro Conversion
Goal Volume
Contribution to
subsequent stage
Multi-channel Attribution &
Lifetime Value
1
2
3

@hoffman8
Are Your TOF Efforts Paying Off?
Audience 1
Audience 10
Audience 9
Audience 8
Audience 7
TOF Micro Conv
Audience 5
Audience 4
Audience 3
Audience 2
Build Audiences off of TOF Campaigns & Micro-Conversions to Analyze Long Term Return

Common Remarketing Pitfalls to Avoid

@hoffman8
Common Remarketing Mistakes
Don’t Do
Target only “All Visitors”
Create multiple lists based upon different engagement metrics and audiences
to see what performs best
Just target the audiences that some blog somewhere claimed were most
valuable.
Analyze your performance data to determine which audiences have the
greatest potential.
Blanket exclude audiences based upon time-on-site
Remember that bounces are counted as 0s on site, so single-page landers
may have a lot of visitors with 0s session duration. Considering using scroll
data or other indicators in these cases.
Forget to connect the dots between campaigns
Use micro-conversions and audiences to ensure you aren’t accidentally
sending people backward in the path to purchase.
Fragmenting audiences too far if there isn’t a big enough cookie pool. Determine the right amount of audiences based upon your traffic volume.
Treat all audiences the same
Remember where they are in the funnel and help them find the content that
they need. Also consider the difference in net new vs. repeat purchasers.
Unintentionally cannibalize other campaigns Monitor the impact of remarketing campaigns on other campaigns.

@hoffman8
Quick
Summary
Build custom reports to identify high intent audiences
Set up the Audience Report and use audiences as
custom views and secondary dimensions to:
• Identify highest value audiences
• Review behavior and identify opportunities to
improve conversion rates
Coordinate channels for the best performance
Create the best CTA based upon where they are
Triangulate cross-channel performance to identify
strengths and weaknesses

Keep in Touch!
Amy Bishop
amy@cultivativemarketing.com
www.linkedin.com/amybishopmarketing
I will tweet the slides from
www.Twitter.com/Hoffman8

Digital Growth Unleashed Remarketing Strategies & Tactics for Every Business

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