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New opportunities for
Remarketing

Google Confidential and Proprietary

1
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
Your goal is simple: Convert site visitors

Your
website

Google Confidential and Proprietary

3
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

4
Remarketing gives you that second chance
To bring past visitors back to your site to convert

Google Confidential and Proprietary

5
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
One tag enables remarketing across search and
display

Remarketing lists
for search ads

Dynamic
remarketing

Google Confidential and Proprietary

7
Tailored ads relate to your site visitors’ past
experience on search and on the web

ACME Communications

Search

Free first month of cable.
Sign up for installation now!
www.acmeco.com

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
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
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
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
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
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
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
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
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
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

17
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
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
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
Expand the opportunity with one site-wide tag

Remarketing on to
search and display
campaigns

Similar Audiences

Audience Reporting

Google Confidential and Proprietary

21
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
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
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
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
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
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
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

28
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
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
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
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
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
Additional Product Details

Google Confidential and Proprietary

34
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
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
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

37
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

38
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

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New opportunities for remarketing

  • 1. New opportunities for Remarketing Google Confidential and Proprietary 1
  • 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 4
  • 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 7
  • 8. Tailored ads relate to your site visitors’ past experience on search and on the web ACME Communications Search Free first month of cable. Sign up for installation now! www.acmeco.com 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 17
  • 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 28
  • 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
  • 34. Additional Product Details Google Confidential and Proprietary 34
  • 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 37
  • 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 38
  • 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