Even more useful online marketing info here http://www.promodo.com/blog/ Sometimes it happens so that hardly earned visitors come to your site, stay there for a while and leave without performing any target action. How to return such visitors and turn them into buyers? That is when remarketing comes to the rescue. In the webinar we will give you detailed instruction on how to set up remarketing for your website and will tell you about the most successful techniques. To help you maximize the profit from your banner ads and ensure they appeal to your target audience, we will talk about banner ads design best practices and how this kind of ads can increase the awareness of your brand. The main points of the webinar: Banner ads as a tool that raises brand/product awareness Key elements each banner should possess to drive users to a landing page Introduction to AdWords remarketing. How to set up remarketing for an online store Several strategies to segment the audience for the best remarketing results

1. How to fuel your brand with
banner ads and remarketing

2. Promodo at a Glance

3. Today’s Speakers:
Paul Ryazanov
International speaker, internet
marketing expert, conversion rate
optimization expert
Lena Ruchko
Enthusiastic marketer, content
marketing expert, Google Analytics
certified specialist

4. What is remarketing?
• Remarketing is a feature that lets you reach people who
have previously visited your site, and show them
relevant ads when they visit other sites, checking emails
or search on Google.

5. How does the remarketing process look
like?
Potential customer
visits your website,
but doesn’t complete
any action and leaves
When this person
visits other sites you
show them your ad to
remind about your
offer
Potential customer
clicks your ad and
returns to your site

6. Why remarketing is powerful
• Business owners want to have more traffic to the
website and higher conversion rate.

7. Why remarketing is powerful
• Remarketing helps improve such key indicators of user
engagement as bounce rate, average time on site, pages
per visit, etc.

8. Why remarketing is powerful
• Another benefit businesses can obtain is improved brand
awareness, which leads to higher traffic volume.

9. How does remarketing work?
• You add a piece of code (remarketing tag) to all of the
pages of your site.
• When visitors come to your site, the cookies associated
with their browsers are added to the remarketing list.
• Your ads are shown to the people who are on this list.

10. Remarketing from Google
• Because Google is the leading search engine, naturally,
the most powerful and efficient is Google remarketing.
Google remarketing is available in AdWords account.

11. Remarketing from Google
Remarketing types
Remarketing types
• Remarketing for the Display Network
• Remarketing for search ads
• Dynamic remarketing
• Remarketing for mobile apps

12. Remarketing from Google
Remarketing for the
Remarketing for the
Display Network
Display Network
Shows ads to the visitors of Google
Display Network sites.
This includes: Google sites such as
Gmail and YouTube, Google AdSense
publishers, and a large collection of
other sites partnering with Google.

13. Remarketing from Google
Remarketing for
Remarketing for
seach ads
seach ads
Shows ads to your site visitors when they
search for something on Google.
Dynamic
Dynamic
remarketing
remarketing
The most suitable for online stores. Ads are created
dynamically using product feed from your website. Such ads
feature product image, title, and price. Your site visitors see
your ads when they browse other websites. Available only if
you have a Google Merchant Center account.

14. Remarketing from Google
Remarketing for
Remarketing for
mobile apps
mobile apps
Allows you to reach customers who have
previously visited specific sections of your
mobile app by showing ads to them when they
use other apps.

15. How to set up remarketing for your site
1. Create remarketing campaign in AdWords
2. Get the remarketing tag and paste into your site
code
3. Create remarketing lists – group your site
visitors into different categories.
4. Create ad groups and assign to them
remarketing lists to target different types of your
site visitors with different messages

16. Step 1. Create remarketing campaign
• Click “Save and continue”. Remarketing tag will be emailed to you or your webmaster.

17. Step 2. Paste remarketing tag into your
website code
• Copy the remarketing tag which will be emailed to you
• Paste it into the code before the </body>tag on all pages of your site.

18. Step 2. Paste remarketing tag into your
website code
• How remarketing tag looks like. Promodo example

19. Step 3. Create remarketing lists

20. Step 3. Create remarketing lists
• AdWords offers a number of simple and advanced options to specify the
audience for your remarketing list.
• For example, you can select the visitors of a certain page only.

21. Step 4. Create ad groups and assign
remarketing lists
• Find on the left side bar the remarketing campaign you have created, click “Ad
group” and in the appeared menu select remarketing list.

22. Tip. How to check remarketing tag
installation
• To check whether remarketing tag has been installed correctly, you can
download Tag Assistant – Chrome extension by Google

23. Tip. Where to find remarketing tag
• If the remarketing tag has not been emailed to you or for some reasons you
would like to check it, perform these steps.

24. Tip. Where to find remarketing tag
• If the remarketing tag has not been emailed to you or for some reasons you
would like to check it, perform these steps.

25. Tip. How to create remarketing campaign
for search ads
• For remarketing in the search ads you should follow another path

26. Tip. How to create remarketing campaign
for search ads
• In the Interests & remarketing tab you will be able to set up campaign details, such as
interests, and select the audiences in the remarketing lists

27. Several strategies to segment the
audience for the best
remarketing results

28. How to remarket to a certain page
visitors
• Firstly, you can select the audience you would like to add to the list

29. How to remarket to a certain page
visitors
• Secondly , you can specify the pages with URL builder

30. How to remarket to a certain page
visitors
• For example, if you would like to remarket to the people who visited the page
selling winter shoes you can do the following:
• In this case your ad will be shown to people who visit any page of your site with
“winter-shoes” in URL.
It will be: example.com/women/winter-shoes;
example.com/men/winter-shoes;
example.com/sales/winter-shoes;
etc.

31. How to remarket to a certain page
visitors
• To remarket to the people who only visited the page selling women winter
shoes, you may choose another option as it is shown in the image
• In this case your ad will be shown to people who visited only the page with
“women/winter-shoes” in the URL.

32. How to remarket to different audiences
• Membership duration lets you select the audience depending on how long it
has been since they visited your site last time.
• You define how many days user's cookie stays on your remarketing list if that
person doesn't visit your site again.

33. How to remarket to different audiences
• Having created several remarketing lists with different cookies duration, you
can combine them to achieve maximum result.
• For example, if you want to target with different ad banner the users visited
your site from 15 days ago to 30 days ago, you can create two lists with
membership duration 15 and 30 days respectively and use custom combination
option.

34. How to create remarketing list in Google
Analytics
• Conveniently, you can create remarketing lists in Google Analytics.
• This way you can target the users which have not completed a conversion goal.
For example, added item to a shopping cart, but didn’t proceed to a check-out.

35. How to create remarketing list in Google
Analytics
• When creating remarketing list in Google Analytics pay attention to the Product
Account section
• You need to choose the AdWords account in which remarketing list will be
available.

36. How to create remarketing list in Google
Analytics
• Please note, that you can define the list of visitors who have completed a
certain conversion goal in the Remarketing type section.

37. Effective remarketing strategies tips
• Consider a buying cycle when selecting membership
duration for the remarketing list. For expensive products your
offer could be relevant for a longer period time and vice versa.
• Set higher bids when remarketing to people who are very likely
to convert in order to increase the chances for your ad to be
displayed. However, consider the value of a customer for you on
each list when evaluate the bid.
• Test different remarketing lists (different time lags, banners,
etc) and compare the results to optimize your bids and strategy.

38. Effective remarketing strategies tips
• Remarketing tag may have custom parameters. By setting up
such additional parameters in your code you will be able to
receive more information about your audience and thus optimize
your bids and banners.

39. Effective remarketing strategies tips
•
Use the option “Visitors of a page during specific dates” to
remarket with special offers to people visited your site
during the holiday time, for example, Christmas.

40. Effective remarketing strategies tips
• You can define visitors that converted on your site and remarket to
them offering them complementary products they might need.
•
To select the people who converted on your site you may use Google Analytics remarketing list or write in
AdWords the following:
• In this example we want to show our ad to visitors who bought men jackets. We specify that such people visit
the page containing “men/jackets” AND also view the page “thank-you” which appears after the check-out
process is finished.

41. Now what about ads!

57. Samples of banner ads

58. Samples of banner ads

59. Don’t have remarketing campaign yet?
We are here to help!
We design, setup and execute the most advanced remarketing/re-targeting campaigns
contact@promodo.com

60. Even more useful info
Promodo.com/blog
Twitter.com/promodo_en
Facebook.com/promodo

61. Questions?
Paul Ryazanov
p.ryazanov@promodo.com
Skype: pavel.ryazanov
www.promodo.com
Elena Ruchko
e.ruchko@promodo.com
Skype: ruchko_lena