2. Agenda
1
Remarketing with Google: An overview
2
Remarketing list for search ads
3
Dynamic remarketing
4 Extending the remarketing opportunity
5
Case Studies
Google Confidential and Proprietary
2
3. Your goal is simple: Convert site visitors
Your
website
Google Confidential and Proprietary
3
4. But one visit is typically not enough
96%
Leave a website without
converting1
70%
Abandon shopping carts
without purchasing1
49%
Typically visit 2-4 sites before
purchasing2
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Google Confidential and Proprietary
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5. Remarketing gives you that second chance
To bring past visitors back to your site to convert
Google Confidential and Proprietary
5
6. Three advantages of Remarketing with Google
Cross Search & Display
Convert site visitors with one site-wide tag
Tailored Creative
Customize text and display ads
Transparent & Accountable
Get full visibility into placement and price
Google Confidential and Proprietary
6
7. One tag enables remarketing across search and
display
Remarketing lists
for search ads
Dynamic
remarketing
Google Confidential and Proprietary
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8. Tailored ads relate to your site visitors’ past
experience on search and on the web
ACME Communications
Search
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Customize ad text with relevant
offers informed by past actions on
your site
Display
Deliver ads tailored on the fly
that resonate with visitors’
experiences on your site
Google Confidential and Proprietary
8
9. Benefit from transparent and accountable
remarketing campaign
Performance
Know exactly how you’re performing
Placement
Know exactly where your ads are
appearing
Price
Know exactly what you’re paying
Google Confidential and Proprietary
9
10. Agenda
1
Remarketing with Google: An overview
2
Remarketing list for search ads
3
Dynamic remarketing
4 Extending the remarketing opportunity
5
Case Studies
Google Confidential and Proprietary
10
11. Remarketing amplifies your initial investment
By adding conversions on top of your initial ad spend
Drive 100 people to
your site
4 convert
Your
website
Ilustrative example only
Remarketing
converts an
additional 3
Remarketing
Google Confidential and Proprietary
11
12. Convert past site visitors with tailored ads
Dynamically generated and tailored to each site visitor based on their
experience with your site
You can see a
450%
increase in CTR*
•
•
* Source: Google Internal data
Dozens of professionally designed
templates to choose from
Links to Merchant Center catalog
Google Confidential and Proprietary
12
13. Three factors drive performance
Sophisticated
segmentation
Develop optimization
strategies for very
granular audience
segments
Effective creative
Real-time bidding
Auto-optimized layouts
and product
recommendation
engine result in high
performing creative
Determined the optimal
bid with which your past
site visitors will convert
Google Confidential and Proprietary
13
14. Sophisticated segmentation drives results
Delivering the right message to the right person starts with segmenting
your site visitors
Homepage
visitors
T-shirt
viewers
Cart
abandoners
Payment
abandoners
Past
purchasers
Discover great
deals
Check out new
arrivals
Free shipping
30% off
today only
Refer a friend
25% off
$2.00
$3.00
$5.00
$8.00
$5.00
Google Confidential and Proprietary
14
15. Build beautiful, high-performing dynamic ads
High-performing
• Auto-optimization
predicts the best
performing layout
• Recommendation engine
chooses ideal product
array
Customizable
• Choose from dozens of
layout options
• Customize colors, fonts
and other elements to
match your brand
Easy to build
• Build an ad in minutes
without a professional
designer
• Automatically populate
items from your
Merchant Center feed
Google Confidential and Proprietary
15
16. Sell more of your merchant catalog with our
product recommendation engine
Products customer was viewing
Feature an array of high-converting
products based on a large number of
signals
• Products viewed and related products
• Top performing products
• Customer’s demo and interests (e.g.,
top performing products based on
gender, age, etc.)
• Customer’s frame of mind
Related items in your catalog
Google Confidential and Proprietary
16
17. Maximize conversions with real-time bidding
Robust signals determine the optimal bid that will likely convert that particular
customer
Audience + context
(100's of signals used)
$10 $0.10
$0.30 $0.05$5$0.70
$3
Site visitor Characteristics
Current frame of mind
Consumer actions
•
•
•
•
•
•
Did the the recently leave gender?
What is useruser’s age and my site?
section of my site did they visit?
How are the user’s products did
Context of pages & interests? they
Whatmany the current page / session view?
Value of products viewed
What device are they on? ($500 vs $10) beta
Tag frequently (e.g., lifetime value)
Howparametershas the user seen mybeta
ads? purchases beta
Past
Time since last conversion beta
Google Confidential and Proprietary
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18. Finding past site visitors across the Google
Display Network
According to comScore, the
Google Display Network reaches: 87.6%
87.6%
2m+ Publishers
Of all Global
internet users per
month
including hundred’s of
comScore’s top 1,000
sites
65% top 200
comScore sites
94%
Of all US internet
users per month
*Source: comScore October 2012
Google O&O
YouTube, Google
Finance, Gmail,
exclusive text
inventory
Google Confidential and Proprietary
18
19. Expanding dynamic remarketing to all sectors
We’re not just for retailers …
Currently in pilot
Hotels
Flights
Education
Custom Feeds
Google Confidential and Proprietary
19
20. Agenda
1
Remarketing with Google: An overview
2
Remarketing list for search ads
3
Dynamic Remarketing
4 Extending the remarketing opportunity
5
Case Studies
Google Confidential and Proprietary
20
21. Expand the opportunity with one site-wide tag
Remarketing on to
search and display
campaigns
Similar Audiences
Audience Reporting
Google Confidential and Proprietary
21
22. Amplify the power of remarketing with Similar
Audiences
Similar Audiences
7x
By using Similar
Audiences along with
remarketing, advertisers
typically see:
• 60% more
impressions
• 58% more clicks
• 41% more
conversions
Remarketing Lists
Source: Google internal data
Google Confidential and Proprietary
22
23. Learn more about your audience to refine your
audience targeting strategy
Audience composition reports gives detailed insights on your site visitors
Target Group Analysis Report
People on your site are interested in …
People on your site are [x] times
more interested in [ ] than the avg
internet user
X% Male / Female
X% age breakdown
Google Confidential and Proprietary
24. What you can do with audience insights?
1B+
with interests
and demographics
Target new prospects with tailored messages and bids to
raise brand awareness and drive more qualified traffic to
your site
30
top level categories
1000+
sub-categories
The Google Display Network has a largest, highquality audience data set.
Google Confidential and Proprietary
25. Agenda
1
Remarketing with Google: An overview
2
Remarketing list for search ads
3
Dynamic Remarketing
4 Extending the remarketing opportunity
5
Case Studies
Google Confidential and Proprietary
25
26. For ROI-centric goals, remarketing leverages the
best aspects of search and display, providing a
more relevant experience for users and
companies.
- David Gudai, vice president of marketing, Storkie Express
Google Confidential and Proprietary
26
2
27. Give high-value users a reason to come back
Marketing Goal:
increase bookings and improve ROI
by aggressively marketing to highvalue users via an audience list
generated off of Homepage and
Category page visitors
Implementation:
• Mirror high priority campaigns and
associate corresponding audience
lists to customize for brand-aware
searchers
• Bid up 50% over control in RLSA
accounts to bid into premium spots
for returning users
• Tailored ad copy emphasizing new
sales; giving the consumer a reason
to come back
Results:
• 145% increase in CTR
• 315% higher Conversion Rate
• 250% higher ROAS
WTH is a multi-brand distributor
in the travel vertical
tested remarketing lists for search ads in the competitive
Cruises space
Google Confidential and Proprietary
27
28. Driving performance with Remarketing Lists
for Search
Worldstores successfully used Remarketing Lists For Search to increase their search
presence for users who had previously visited their site but had not converted
Results:
“RLSA allows us to segment
our data and gives us more
control and targeting options
than a normal search
campaign. Overall our
campaigns have more depth
and it gives us more insight
into attribution modeling.“
• CPA* -43%
Conversion Rate** 2.3x
• Conversions +8%
Joe Murray, Co-Founder and Joint CEO,
WorldStores Ltd
*.vs when no remarketing present
**Last click conversion increase on remarketed campaigns vs when no remarketing present
Google Confidential and Proprietary
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29. Tirendo saw a 161% increase in conversion rate
with remarketing lists for search ads
Objective:
Increase sales
Increase ROI
Implementation:
• Used the same list in the GDN
Remarketing campaign in the new
RLSA Campaign
• Increased bids for all
retargeted users
• Differentiated bids according to
customers who have a general
browse on the homepage and those
who search for specific sizes and
brands
Results:
• Increase in Conversion rate: +161%
• Increase in turnover of 22%
• CPO reduced by 43%
Online tire trader offering branded tires
at competitive rates
Tested RLSA to increase sales
Google Confidential and Proprietary
29
30. Dynamic Remarketing delivers Storkie Express conversion rates 203%
higher than regular display and lower costs-per-conversion
Custom invite printer increase conversion rates and decreases CPC
Marketing Goal:
To create awareness of Storkie brand
and product offerings, and to connect
with customers
Results:
• Conversions grew 117% on Google Display Network
• 203% higher conversion rate than regular display ads
• 119% higher conversion rate than regular remarketing
campaigns; Dynamic Remarketing
Solution:
Ran ads on search and Google
Display Network, created remarketing
campaign, and used Dynamic
Remarketing to automatically tailor ad
messaging
Tactics:
• Ran ads on search and Google
Display Network
• Created remarketing campaign
• Used Dynamic Remarketing to
automatically tailor ad messaging
Google Confidential and Proprietary
30
31. Dynamic Remarketing helps Campmor achieve 300% higher
clickthrough rate and lowers cost-per-conversion by 37%
U.S. retailer of camping & outdoor gear looks to reconnect with customers
Marketing Goal:
To increase brand awareness and
familiarize consumers with newer, nich
products as well as reconnect with
customers who have left
their site
Results:
• 300% higher CTR, 37% lower
CPA
• 16% higher conversion rate, 13%
higher ROI than with static
Remarketing ads
Solution:
Ran ads on search and Google
Display Network, created remarketing
campaigns, and used Dynamic
Remarketing to automatically tailor ad
messaging
Tactics:
• Ran ads on search and Google
Display Network
• Created remarketing campaign
• Used Dynamic Remarketing to
automatically tailor ad messaging
Google Confidential and Proprietary
31
32. CORT uses Similar Audiences to Enhance its remarketing Campaigns
and saw conversions grow by 31%
CORT uses Google Display Network to extend its presence in front of customers at all
stages of the purchasing process for their rental furniture business
Goal:
• Drive online lease transactions
• Create awareness among new
audiences
• Reach potential customers along all
points of the buying cycle
Results:
• Conversions grew 31%, conversion rate up 27%
• CPA dropped 43%, 63% lower eCPM than Remarketing
• Increased the value of Remarketing campaigns
Approach:
• Used Similar Audiences to reach
new, highly qualified audiences
• Used Remarketing to reconnect with
site visitors
Google Confidential and Proprietary
32
33. Loews Hotels adopts remarketing and similar audiences to reach new
customers and grow revenue
Loews Hotels & Resorts looked to expand their efforts with Similar Audiences
Goal:
• Capture online share of voice
• Expand to reach a wider audience
• Reach qualified people similar to
current customers
Approach:
• Moved 70% of budget from offline to
digital: 40% on search, 60%
on display
• Began using Google Display
Network and Remarketing
• Boosted budget, used Similar
Audiences for Loews Regency Hotel
campaign
Results:
• Overall: 10%+ revenue, 9%+ bookings, 5%+ unique
site visitors
• Remarketing generated $60,000 for $800 spent
• Loews Regency Hotel campaign: 60%+ revenue, 57%+
bookings, CPA dropped 9%
• Cyber Monday campaign: Grew revenue from $1.3M to $2M
YOY20%
Google Confidential and Proprietary
33
35. Reaching shoppers starts with the
Google Merchant Center
Search
Google Product Search
Google Commerce Search
Google Catalogs
Google AdWords /Google Display Network
Dynamic Remarketing
Product Listing Ads
Dynamic Text
Auto-optimized layouts
Conversion Optimizer
Dynamic Ad Builder
Google Confidential and Proprietary
35
36. Access exclusive text inventory with Dynamic
Product Ads
Reach text-only portion of GDN
(8B impressions a day)
Exclusive
Advertise on text inventory that
most other networks and DSPs
do not have access to
Customizable
Retail advertisers can tailor text
ads based on remarketing lists
Easy
Create and manage
text campaigns like display
Dynamic Remarketing with text ads
Google Confidential and Proprietary
36
37. Easily dive into remarketing with Google Analytics
Create advanced remarketing strategies with Google Analytics
1
Re-use your Google Analytics tag
Make a one-line, one-time change to your GA tags
2
Leverage your GA data
Use over 200 analytics dimensions
& metrics to target precise audiences
3
Build & edit lists with ease
All using the Google Analytics UI
4
Create sophisticated lists based on visitor activity
Built on an intelligent understanding
of cross-session visitor behavior
5
Reach your visitors across the web
Lists automatically appear in AdWords
to run ads on the GDN
Google Confidential and Proprietary
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38. Create more powerful and relevant campaigns
Google Analytics lets you create unique and precise lists based on…
On-site behavior
Customer location
Abandoned shopping carts
Recent or frequent visitors
High value customers
Engagement
Referral source
Sequence of visits
Up-sell & cross-sell
Google Confidential and Proprietary
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39. Getting started on GA Remarketing
1
2
3
4
5
Update your
privacy policy
Update
your tags
Link your AdWords
account
Get Admin
access
Create lists in GA
then target in
AdWords
Google Confidential and Proprietary
39