Crash Course in Remarketing with Google

Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Remarket and win:
Crash course with Google
Dana McKeithen
Google, Inc.
Alan Chan
Webmarketing123
Shira Solomon
Google, Inc.

Love today’s slides?
Email results@webmarketing123.com

Search Engine Optimization
Search Advertising (SEM/PPC)
Display / Remarketing
Social Media
Website Design
Custom Measurement and Attribution
Webmarketing123 is a full service
digital marketing agency
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results

Fast Growing. 
Award Winning.
Top 10 of Bay Area’s 100
Fastest Growing Companies
Top 500 Fastest Growing
Private US Companies

Our approach is
built on  
data-driven
strategy and
efficient
execution.
Each campaign includes:
!   Business Research + Strategy
!   Custom Scorecard Tracking
!   Attribution + Data-driven Optimizations

We are experts at growing
revenue for our clients.

Google Confidential and Proprietary
PEDIGREE SERVICE TECHNOLOGY CREATIVITY
ü  Manage tens of
millions in ad spend
ü  20+ industry
verticals
ü  Named to 2012 Inc.
500 and Bay Area
Fast 100
ü  Dedicated account
managers
ü  Google, Marin,
Yahoo exclusive
partnerships
ü  Tailored reporting
on custom KPIs
ü  Multi-channel
strategy (search,
display, video,
mobile)
ü  Marin Software/
Google DS3
certified
ü  Proprietary
tracking/attribution
dashboard
ü  Optimizely® real-
time landing page
testing and
optimization
ü  Innovative ad ideas
ü  Team of designers
and landing page
experts
7
What makes our Search + Display campaigns
more effective:

Make better
decisions
by accessing rich audience
data to refine your targeting
strategies, along with
transparent reporting
that helps quickly inform
next steps
Win moments
that matter
by reaching users across all
screens, while recognizing and
using intent to deliver better,
more relevant ads
What we do:
Google makes display advertising work for you
Through the Google Display Network, we help you:
Go bigger,
faster
by tapping into the greatest reach
of any ad network, integrating
across video, mobile & social, and
by using simple tools to automate
optimization

Poll
?

Agenda slide
 The value of Remarketing
 Remarketing on the Google Display Network
 The New Remarketing Tag
 Similar Audiences
 Remarketing with Google Analytics
 Which Remarketing Solution should you use?

Value of Remarketing: Get back lost prospects
of people who visit a website leave without completing the actions
marketers want them to take (submit a form, call, chat, etc)96%
-
Your Site
X
Your AdLOST PROSPECTS
of people abandon their shopping
cart without purchasing70%

Improve ROI of all your online campaigns
of every online campaign by using
complementary remarketing campaigns.
Maximize the return on investment
-
Drive traffic with search and other display
campaigns, then win customers back with
remarketing.
Win customers back

Agenda slide

Why remarketing is great for brand marketers
Brand marketers can…
•  Drive brand awareness with tailored ads
•  Continue the conversation with your strongest prospects
•  Achieve massive worldwide reach with the Google Display Network
Interest
Interest/
Consideration
Purchase

Why remarketing is great for search marketers
Search marketers can…
•  Maximize your investment in search by integrating display into your
campaigns - Follow up with consumers interested in your product,
across the web
•  Drive them back to your site with tailored messages
Interest
Interest/
Consideration
Purchase

Why remarketing is great for direct response
Direct response marketers can…
•  Drive conversions with tailored ads
•  Convert consumers who abandoned their shopping carts
Interest
Interest/
Consideration
Purchase

500M
users served hundreds of
billions of impressions
every month
Instantly
Re-engage
lost customers
84%
of people on a typical
remarketing list
(within a month)
Reach more users Reach them quickly
1. Reach 2. Frequency 3. DiversityAnd at scaleReach more users Reach them quickly

Driscoll’s Case Study
Marketing Goal
Drive net new registrants for their loyalty program
Solution
Use remarketing on GDN to target those who have
visited the site and left without converting
Tactics:
· Segment out anyone who has
already registered
· Also segment out anyone who
is already in their email database
Results:
ü  30% boost to net new registrations
ü  2X+ the CTR of standard display
ü  4X+ conversion rate of standard display
ü  75% lower CPA

Agenda slide

The new Remarketing Tag
Re-engage with past visitors in powerful new ways
Easy Tag
Implementation
Sophisticated
List Rules
Back-end
optimization
Dynamic values
Easy Tag implementation
Place one tag across the entire site &
use the simple user interface
Advanced list rules
Create advanced list strategies by
defining rules
Back-end optimization
Back-end bid optimization based on
remarketing signals
Dynamic values
Pass dynamic values based on specific
user actions

Easy tag implementation
•  Before you can start creating different lists for each of your customer
segment, you'll need to paste the new Remarketing Tag (small
snippet of code) in all pages of your website
Homepage T-shirt My Cart Payment
$
Confirmation
Thank you

Easy tag implementation: one-time tagging
•  In the previous version of the AdWords Remarketing Tag, advertisers
needed to create tags for every action or type of page they wanted to
segment with targeting.
For example, adding a new
Remarketing Tag on the 'Tripod'
page would allow the advertiser to
remarket the visitors of the 'Tripod'
page. Adding another tag on the
'Camera' page, would enable the
advertiser to remarket the visitors of
the 'Camera' page.
Original tag

Easy tag implementation: one-time tagging
•  Now with the new Remarketing Tag the advertiser needs to place one
remarketing tag across all pages of the site. Then through the
Adwords interface the advertiser can
define which page categories to
target by entering the URL visited.
Use the AdWords interface to
create lists based on URL
New tag

Creation of remarketing lists
•  You can define remarketing lists using your site's web URLs. URLs
usually include words that describe the content of each page.
T-shirt
www.site.com/product/tshirt
tshirtDefine your remarketing
list based on page URLs
Here we define a list of users
visiting the T-shirt page.

Five benefits of the new Remarketing Tag
Create sophisticated remarketing lists
Define more granular audiences based on user actions and activity on the site.
One-time, unified tagging
Place a single block of code across your entire site that will be used to create remarketing lists
across all of your campaigns.
Integrate with dynamic ads
Use the values passed into the Remarketing Tag to show tailored creative based on the
customer’s interests and activities (retail only)
Reach more people
Ability to create new Remarketing lists allows you to expand your target audience
Automated bid optimization of remarketing
Better predict performance of your ads and optimize the predicted likelihood to
convert for future auctions. Use Conversion Optimizer to get bid optimization with Remarketing
signals.
1
2
3
4
5

Agenda slide

Similar Audiences helps you find new audiences
similar to your best site visitors
Seed remarketing lists
Similar Audiences
uses the same cookie as remarketing to find new users

How does Similar Audiences work?
1) Select a
remarketing list as
an example of your
target audience
3) Your original Remarketing list is automatically excluded from your Similar Audiences list, so
you are reaching new leads – guaranteeing you incremental reach & traffic.
2) Enable Similar Audiences
Look-a-like technology lets you
to take signals from your GDN
remarketing list to find new
audiences with shared traits.

Key Features of Similar Audiences
Scale
•  Reach an audience that
is on average 7x larger
than your remarketing
lists
•  No duplication in
audience with your
remarketing lists
Simplicity
•  Getting started is as
easy as checking off a
box
•  Layers with Conversion
Optimizer to drive
efficiency
Free to use
•  Pay only for the ads,
not for using the
targeting technology
Performance
•  CPA tends to be
between Remarketing &
Interest Category
Targeting

Best Practices to Keep in Mind
Create tight remarketing seed lists for better CPA
Set bids & budgets appropriate for acquiring new customers
Use ad creative & landing pages to appeal to new customers
Activate Conversion Optimizer

MovingGuru Case Study
Leader in residential moving space
Marketing Goal
•  Looking to increase moving leads at a critical CPA threshold
Solution
•  Used Remarketing and Similar Audiences on GDN to expand reach
Results
Similar Audience targeting has been 2nd highest lead
driving campaign
ü  15% lift in leads
ü  8% lift in CVR
VS. other display campaigns
»  44% lift in CVR
»  73% higher CTR
»  41% lower CPL
Tactics
•  Target site visitors that have not yet
converted in various product and
service categories
•  Target another audience set with
similar interests as existing
audience

Agenda slide

Easily dive into remarketing using Google Analytics
Create advanced remarketing strategies with Google Analytics
Re-use your Google Analytics tags
Make a one-line, one-time change to your GA tags
Leverage your GA data
Use over 200 analytics dimensions & metrics to target precise audiences
Build & edit lists with ease
All using the Google Analytics UI
Create sophisticated lists based on visitor activity
Built on an intelligent understanding of cross-session visitor behavior
Reach your visitors across the web
Lists automatically appear in AdWords to run ads on the GDN
þ
þ
þ
þ
þ

Benefits of Remarketing with Google Analytics
Do everything the new Remarketing Tag can do, plus…
Recency and frequency
Users who visited your site multiple times either organically or through paid media within a
certain timeframe
Time on site
Users who have an average time on site of more than 10 minutes in a 7 day visitor segment
Sequence
Users who’ve visited the Visit Florida homepage, then the Orlando page, then the Places to Stay
page
User value
Users who’ve spent over/under $500 in their overall visits within the last 7 days
1
2
3
4

Google Confidential and Proprietary 35Google Confidential and Proprietary 35Teracent, Google*
Personalized ads that are based on behavioral
data increase ROI
CTR improved
by 651%!
Retargeting-based Dynamic Creative Case Study– Travelocity

Update your privacy policy
Learn about the new “Google Analytics for Display Advertisers Policy”
1
2
3
Test & verify your setup
Check loading properly with Google’s Tag Assistant Tool
Link your AdWords account
You need at least one linked account
4 Get Admin access
Only admins see the “Remarketing lists” tab in the Management UI
Find the lists in AdWords
They’re automatically added to the “Shared Library”
5
Getting Started

Use Cases
Create Own Segment by Keyword Term and Metrics
•  A company wants to target users in the consideration phase that
have demonstrated interest, so create a segment targeting brand
searchers that have not yet converted.
37

Content
•  Viewed specific products, pages, sections, or categories of your site
Specific actions
•  “Store locators”, video plays, internal searches, shopping cart actions,
newsletter sign-ups
Sequences
•  Searches from a generic term (tshirts) to a brand term (Google shirts)
•  Visits from a landing page to a product details page
Sources
•  Referrals from Search, Social, Email, Affiliates, etc
•  Searches of specific keywords
Your imagination is the limit
Tap into your data & creativity!

Continued…
Engagement
•  Frequent or recency of visitors, time on site, bounce rate, page depth
Goals
•  Cross-selling products to converted customers
•  Targeting customers who’ve abandoned their shopping cart
Visitor characteristics
•  High-spending / high-value customers
•  New vs. returning visitors
•  Based on devices, i.e. iPhone vs. Android users, Mac vs. Windows

Agenda slide

New Remarketing Tag in AdWords Remarketing with Google Analytics
For creating regular remarketing lists, use whichever solution is easier to get started.
Both are easier and more flexible than the previous remarketing system.
Unique Capabilities
Dynamic Remarketing for Retail
•  Create user lists based on product page
variations, shopping cart value,
purchase behavior, and more
Optimizing Search ads based on
Remarketing lists1
Leverage Similar Audiences
Unique Segmentation Capabilities
•  Build lists based on any data point tracked
in Google Analytics Visitor Segmentation,
such as frequency, location, time-on-
site, bounce rates, Ecommerce values,
device type
User list size estimates
•  View performance reporting on audience
segments ahead of time to inform your
decisions on who to target
1 Tailor Search bids and ad creative to users on remarketing lists when they are searching

Let’s discuss how remarketing can
benefit your business.
Currently doing remarketing?
ü  Get a complimentary review of your current campaigns.
Not sure where to start?
ü  Get a complimentary opportunity analysis.
Schedule a consultation today by emailing:
Results@webmarketing123.com

Thank you!
Dana McKeithen
Google, Inc.
Alan Chan
Webmarketing123
Shira Solomon
Google, Inc.
Schedule a consultation today by emailing:
Results@webmarketing123.com

Crash Course in Remarketing with Google

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