Lisa Raehsler presented on Google remarketing tips for better retargeting. She discussed setting up remarketing lists based on visitor behavior like abandoned carts, past purchases, or email opens. Lists can be combined and targeted to specific audiences. Optimization tips included increasing bids to reach more users, removing geographic restrictions, and calculating reach to identify opportunities to improve performance. Proper setup and list segmentation were emphasized to retarget qualified prospects.

1. Google
Remarketing
Tips For Better Retargeting
6/07/2011
Lisa Raehsler
SEM Strategy Consultant, Big Click Co.
@LisaRocksSEM

2. Agenda
• About Me
• Retargeting: What/How
• Set-Up Considerations
• List & Targeting Strategies
• Optimizations
• Performance Example
• Takeaways
• Q&A

3. About Me
• Pay-­‐per-­‐click
management,
specializing
in
– Ecommerce
– Retarge;ng
• Managed
over
40
PPC
accounts
at
agencies
and
client
side
• Co-­‐founder
MnSEM,
Ac;ve
volunteer
MIMA
4+
yrs
• Recent
column:
Don't
Ignore
the
Nega.ve,
ClickZ:
hIp://j.mp/mqCjzl
• Training
June
29th:
hIp://demandquest.com/courses/search-­‐analy;cs-­‐op;miza;on-­‐and-­‐success-­‐
strategies/
@LisaRocksSEM

4. Retargeting
• Reconnect
with
consumers
that
have
previously
been
to
your
site
• Redirects
prospects
back
• Keeps
your
site
or
product
top
of
mind
• Mul;-­‐touches
• Known
to
be
more
effec.ve
than
typical
display
due
to
more
qualified
audience
@LisaRocksSEM

5. How It Works
Small
piece
of
code
placed
on
adver;ser’s
site
Sets
a
"cookie"
in
the
user's
browser
Cookie
iden;fies
user
and
instructs
the
ad
network
to
save
website
visitors
to
a
retarge;ng
list
@LisaRocksSEM

6. Critical Set-Up Considerations
• Google
Display
network,
accepts
• image
ads
• text
ad
• video
• Create
mul;ple
crea;ve
versions
of
all
sizes
to
maximize
reach.
@LisaRocksSEM

7. Critical Set-Up Considerations
• Adjust
the
membership
dura;on:
number
of
days
the
cookie
stays
in
the
users
browser
• Be
sure
this
correlates
with
the
sales
cycle
of
the
product
• HoIer
prospects
may
be
more
recent
visitors,
but
a
longer
sales
cycle
will
You
will
find
this
se_ng
in
the
“Audience”
tab.
require
targe;ng
your
audience
for
a
longer
period
of
;me
@LisaRocksSEM

8. Critical Set-Up Considerations
• De-­‐dupe
view-­‐through
conversions
• Users
who
clicked
on
your
search
ad
in
the
last
thirty-­‐days
won't
be
counted
as
a
view-­‐
through
conversion
“View-­‐through
conversion
search
de-­‐duplica;on”
can
be
found
in
the
conversion
sec;on
of
the
“repor;ng
and
tools”
tab.
@LisaRocksSEM

9. List & Targeting Strategies
• The
ads
can
be
shown
on
any
website
in
the
retarge;ng
network
a
prospect
visits,
regardless
of
the
content
• The
ads
won't
be
shown
to
people
who
are
not
on
the
list
• Use
different
code/
cookie
for
each
list
you
want
to
target
@LisaRocksSEM

10. List & Targeting Strategies
• Abandoned
shopping
cart
• Retarge;ng
cookie
code
on
the
shopping
cart
pages
only
• Serve
them
with
an
ad
that
acts
a
gentle
reminder
to
revisit
your
store
• Reinforce
your
“buy”
offers
like
"free
shipping"
or
“10%
off
next
purchase”
@LisaRocksSEM

11. List & Targeting Strategies
• Loyalty
• Reaches
customers
who
have
completed
a
transac;on
on
your
site
• Code
added
to
the
confirma;on
page
• Use
this
to
cross-­‐sell
or
up-­‐sell
to
recent
buyers
• You'll
need
to
understand
your
customer
behavior
and
their
repeat
purchase
paIerns
to
design
the
most
effec;ve
"loyalty"
campaign
@LisaRocksSEM

12. List & Targeting Strategies
• Email
• Place
code
into
emails
to
cookie
those
who
open
it
• Placing
code
on
one
or
more
email
landing
pages
for
those
who
respond
• Ge_ng
more
qualified
leads
@LisaRocksSEM

13. List & Targeting Strategies
• Mul.ple
remarke.ng
channels
• Expand
reach
• Limit
to
one
or
two
channels
• Downside
considera;ons:
• Loss
of
control
over
global
frequency
• Duplicate
user
targe;ng
• Compete
against
yourself
@LisaRocksSEM

14. List & Targeting Strategies
• Custom
combina.ons
• Target
your
audience
by
mixing
and
matching
your
lists
with
an
AND/OR/NOT
rela;onship.
• You
can
create
these
in
the
“Audiences”
tab.
• For
example:
to
target
all
non-­‐buyers
who
visited
the
men’s
category
page
• select
"all
of
these
audiences"
to
include
your
“men’s
category”
list
and
• then
"none
of
these
audiences"
to
exclude
the
purchaser
list.
• Combina;ons
are
endless!
@LisaRocksSEM

15. Optimization Tips
• What
if
you
are
not
reaching
your
full
list?
• To
find
out,
calculate
the
share
of
users
you
are
reaching
•
If
the
percentage
of
users
you
are
reaching
is
low,
you
are
missing
opportunity
• In
the
formula,
“5”
represents
the
average
number
of
impressions
per
one
user.
@LisaRocksSEM

16. Optimization Tips
• Your
prospect
is
already
qualified,
no
need
to
restrict
your
campaign
geographically
• Remember,
you
want
to
reach
your
users
wherever
they
are
which
can
include
all
countries
and
languages
@LisaRocksSEM

17. Optimization Tips
• Increase
bids
to
appear
in
the
Display
Network
more
frequently
• Reach
more
users
to
drive
beIer
performance
• Display
Network
bid
is
set
at
the
ad
group
level-­‐
separate
from
search
@LisaRocksSEM

18. Optimization Tips
• Segment
out
specific
sites
(then
exclude
them
from
the
master
list)
based
on
performance
• If
a
few
sites
are
yielding
the
top
results,
segment
them
out
and
customize
messaging,
bidding,
etc
to
op;mize
results
@LisaRocksSEM

19. Google Retargeting: Example
• CrumplePop
launched
retarge6ng:
• 14,000
prospects
• 15%
of
click
conversions
• 90%
of
view
through
conversions
• 52%
of
total
conversions
@LisaRocksSEM

20. Takeaway Points
• Set-up is critical to success
• Be creative with Lists
• Optimize to take to next level

21. Thank You
Google Remarketing
Tips For Better Retargeting
Lisa Raehsler
SEM Strategy Consultant, Big Click Co.
lisa@bigclickco.com
(612) 424-1SEM
@LisaRocksSEM
www.linkedin.com/in/lisarockssem