Dynamic remarketing webinar deck final 6.10.14
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This document summarizes a presentation about optimizing dynamic marketing campaigns. The presentation covered dynamic remarketing, how it works using cookies and product data to retarget users, common issues, and how to ensure correct campaign setup. It also included a case study of a company that saw improved performance working with Vertical Nerve on product listing ads and dynamic remarketing campaigns.
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Dynamic remarketing webinar deck final 6.10.14
- 1. How To Optimize Dynamic Marketing Campaigns verticalnerve.com | 800.330.9450 Google confidential l do not distribute
- 2. Today’s Presenters Brian Winter Account Strategist Google, Inc. Dice Nakamura VP, Business Development & Ecommerce Strategist Vertical Nerve, Inc. Dana Rouleau Business Development Mgr. Google, Inc. Google confidential l do not distribute
- 3. Google confidential l do not distribute Analytics Consulting Search Marketing Conversion Optimization a few of our CLIENTS
- 4. Agenda Google confidential l do not distribute • Previous Google Shopping Series Webinars • Dynamic Remarketing 101: How it Works • How to Ensure Correct Campaign Setup • Birddog Distributing Case Study
- 5. Google Shopping Series previous two webinars product specific PLAs & Google Shopping Google confidential l do not distribute
- 6. The PLA Success Plan Part I Primary reasons on building product specific PLAs through Shopping Campaigns • Bid intelligently based on margin & price point • Negative keyword strategies applied to specific products • Ability to build promotional text on various price points & subset of categories The ROI attributed to PLA campaigns should become the highest performing strategy in a marketer’s portfolio. Utilizing promotional text in PLAs for the holidays Google confidential l do not distribute
- 7. The PLA Success Plan Part II Google Shopping Product Data Attributes in the feed Are your product titles optimized? Google confidential l do not distribute
- 8. Optimize Your Data Quality The better your data quality, the better you can match your products to shopper’s search queries. Update your feed daily Submit high quality images Submit all required attributes Mind your descriptions and titles Adhere to our editorial guidelines Google confidential l do not distribute
- 9. Update your feed daily Submit high quality images Submit all required attributes Mind your descriptions and titles Adhere to our editorial guidelines Google confidential l do not distribute Optimize Your Data Quality
- 10. z Update your feed daily Submit all required attributes Mind your descriptions and titles Adhere to our editorial guidelines Minimum: 250 x 250 pixels Recommended: 800 x 800 pixels Accepted formats: GIF, JPG, PNG, BMP & TIF Google confidential l do not distribute Optimize Your Data Quality Submit high quality images
- 11. z Update your feed daily Submit all required attributes Mind your descriptions and titles Adhere to our editorial guidelines Google improved support for merchant-defined multi packs Google now recommends high-resolution display (800 pixels) Google introduced ‘identifier exists’ attribute Google recommends relevant attributes (i.e. color) in description field Google confidential l do not distribute Optimize Your Data Quality Submit high quality images
- 12. z Update your feed daily Submit all required attributes Mind your descriptions and titles Adhere to our editorial guidelines 70 character limit for titles and 140 character limit for descriptions Include important information at the beginning Mirror product information on the website Don’t waste characters with the brand name Google confidential l do not distribute Optimize Your Data Quality Submit high quality images
- 13. z Update your feed daily Submit all required attributes Mind your descriptions and titles Adhere to our editorial guidelines No promo text such as “Free Shipping” in descriptions Do not use BLOCK CAPITAL LETTERS Do not include a description of your store Google confidential l do not distribute Optimize Your Data Quality Submit high quality images
- 14. Dynamic Remarketing 101 how it works Google confidential l do not distribute
- 15. What is Dynamic Remarketing? Clean product data & product specific strategies are still extremely important! …and how does it apply to our Google Shopping Series? Key systems that have to interact with one another: • Client website • Google New Remarketing Tag on the client website • Client’s remarketing lists • Client’s dynamic remarketing campaign in AdWords • Client’s Merchant Center Dynamic remarketing campaigns use cookie-level data collected from client websites to remarket specific products back to users when they browse sites on the GDN. Google confidential l do not distribute
- 16. Make It Dynamic Display a dynamic creative plugged to your Merchant Center inventory. Target people who visited your website but didn’t convert. Google confidential l do not distribute
- 17. 10110001010001010111010101010101100010 10001010111010101010101100010100010101 11010101010101100010100010101110101010 10101100010100010101110101010101011000 10100010101110101010101011101010100010 1010110101 10110001010001010111010101010101100010 10001010111010101010101100010100010101 11010101010101100010100010101110101010 101011 How Dynamic Remarketing Works Part I 1 Anonymous user visits a client URL containing the New Remarketing Tag (aka the smart pixel). 2 The New Remarketing Tag sets/collects the DoubleClick cookie and passes dynamic variables to Google servers. 3 Google collects the cookie ID and variables, such as product viewed, page type, product cost, category, etc. 4 Lists are created based on these variables (e.g. product viewers list) Google Cookie ID: 0110101 Prodid: ‘A8374’ Pagetype: ‘Product’ Google confidential l do not distribute
- 18. How Dynamic Remarketing Works Part II 1 Now, this same anonymous user goes to a publisher page on the GDN 2 They’re on a remarketing list that is linked to the client’s dynamic remarketing campaign in AdWords 3 Using the product IDs that are in the user’s cookie, AdWords connects to the Merchant Center and pulls the matching product images and data for this user. 4 A dynamic remarketing ad that contains the specific products the user had been viewing gets displayed to the user. Google confidential l do not distribute
- 19. Common Problems Client Website / Smart Pixel • Client updated their site & accidentally removed the pixel on key pages or completely • Pixel does not contain the correct data Remarketing Lists • Remarketing lists have no users • Remarketing list size is declining AdWords Account • Dynamic remarketing campaign isn’t connected to the merchant center • Conflicting campaign settings are used Merchant Center Account • The data feed expired in the Merchant Center and needs to be re-updated • Product ads aren’t approved Google confidential l do not distribute
- 20. How to Ensure Correct Campaign Setup Google confidential l do not distribute
- 21. Some Basic Things Have to Happen The pixel must be on the client site The Merchant Center must have approved product ads Prodids must match between the pixel and the Merchant Center AdWords must be linked to the Merchant Center Remarketing lists must have users Bids and budgets must be high enough Google confidential l do not distribute 1 2 3 4 5 6
- 22. Quick “Sense Checks” Impressions stop serving Campaign volume changes drastically & suddenly Campaign performance changes drastically & suddenly Campaign impressions change drastically & suddenly Google confidential l do not distribute 1 2 3 4 If the campaign was running fine before, the setup is probably fine, unless…
- 23. How to Check Pixel Setup Google confidential l do not distribute Use the Google Tag Assistant! (available for Chrome here) Check if the Smart Pixel (aka “Remarketing Tag (new)”) is working on the home page, product pages and cart page.
- 24. How to Check Product Ads Approval in the Merchant Center Google confidential l do not distribute Look under Product Ads. If most product ads are active, they’re ready to run a Dynamic Remarketing campaign! You can check this in the Dashboard in the Merchant Center.
- 25. How to Check Prodid Match between the Pixel & the Merchant Center Google confidential l do not distribute Look under the Tag Validation Summary. If more than 80% of Product IDs match, they’re fine. If less than 80% match, review the Prodid matching. If less than 50% match, there is a bigger issue. You can check this in the tag validation tool (link here)
- 26. How to Check AdWords Linkage to the Merchant Center Google confidential l do not distribute Then, when you are creating your first dynamic remarketing campaign, you should see your Merchant Center linked. If not, you will be prompted to link them here. First, use the Customer Information section of the tag validation tool to make sure they’re whitelisted. If there is an ID used for serving GPA ads next to Merchant Center ID, then they’re whitelisted.
- 27. The Bottom Line Pixel is up Product ads are approved Prodids match AdWords & the Merchant Center are linked Check remarketing list size Bids and budget are high enough Google confidential l do not distribute If you complete these 6 checks… 1 2 3 4 5 6 …and everything checks out, then the campaign setup is probably fine!
- 28. Birddog Distributing Case Study Google confidential l do not distribute
- 29. Google confidential l do not distribute LED Lights Over 900 Products Before Vertical Nerve – Dec. 2012 Before Vertical Nerve – Jan. 2013 With Vertical Nerve – Dec. 2013 With Vertical Nerve – Jan. 2014 Cost $607.88 $1,219.71 $1,339.55 $1,489.40 Revenue $367.62 $296.66 $1,726.75 $1,471.25 Impressions 263,997 688,375 483,124 665,966 Clicks 784 1,646 1,604 1840 Conversions 21 41 59 91 Client: Birddog Distributing, Inc. Case Study Term: December 2013 – January 2014 “Working with Vertical Nerve has been a very positive experience for our company. We were seeing significant drops in all of our paid search campaigns. I attended a webinar that they hosted on PLAs and felt like they would be able to help us out with the problems that we were facing. After launching our PLA and Dynamic Remarketing campaigns with them we saw improvement in the first month, not just over the previous month, but also over the same time period last year.” – Alisha Gaughan, Director of Marketing
- 30. Q&A Contact Vertical Nerve for a free shopping cart analysis & white paper: Strategies for Successful Dynamic Remarketing Dice Nakamura | Vertical Nerve dicen@verticalnerve.com 214-206-3470