Introduction to Remarketing - Stukent Expert Session w/Matt Umbro
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Learn what remarketing is, why it's important, and how to get it setup for your company. Matt Umbro of Hanapain Marketing shares his knowledge of Remarketing with Stukent Nation on this Stukent Expert Session webinar.
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Introduction to Remarketing - Stukent Expert Session w/Matt Umbro
- 1. AN INTRODUCTION TO REMARKETING AND WHY YOU SHOULD CARE MATT UMBRO, SEPTEMBER 2015
- 2. WHO AM I? • SENIOR ACCOUNT MANAGER, COMMUNITY – I RUN THE PPC HERO BLOG • FOUNDER OF WEEKLY TWITTER CHAT, #PPCChat • CONFERENCE SPEAKER • FREQUENT BLOGGER! @Matt_Umbro
- 10. WHY REMARKETING? • WIN BACK LOST VISITORS • KEEP YOUR BRAND IN FRONT OF USERS • UPSELL PRODUCTS AND/OR SERVICES • REMIND PAST BUYERS TO MAKE A PURCHASE @Matt_Umbro
- 11. WHY REMARKETING? *Image from http://www.formisimo.com/ @Matt_Umbro
- 12. WHY REMARKETING? *Infographic from http://savvypanda.com/ @Matt_Umbro
- 15. GETTING STARTED GOOGLE ADWORDS REMARKETING TAG @Matt_Umbro
- 23. AD CREATION • ALWAYS BE RUNNING AT LEAST 2 SETS OF ADS AGAINST EACH OTHER • CHANGE CREATIVE AT LEAST ONCE A QUARTER (MORE IF POSSIBLE) • INCLUDE CALL TO ACTION IN EVERY AD • UTILIZE ALL SIZES FOR MOST EXPOSURE @Matt_Umbro
Notes de l'éditeur
- So who gets the movie reference here? Of course, this image is from the Matrix when Neo sees the same black cat walk by twice. He claims he has déjà vu, but it’s really a glitch in the matrix. Remarketing is a little like déjà vu.
- So how does it work? Let’s say I’m on Macy’s site looking for furniture.
- Now I decide to leave the site without making a purchase and then surf the internet. I visit US Weekly and low and behold, I see an ad for Macys! Specifically, the ad is targeted toward furniture and speaks to a big home sale. Instead of just a regular ad letting me know about furniture, I see an ad giving me a reason to come back.
- Let’s take another example. I go to Sweetwater.com and view this particular guitar, but decide not to purchase at the moment.
- I then continue to surf and again, I see an ad for the site I was just at. Only this time, the ad shows me the specific product I viewed with an offer of free shipping and a 2 year warranty. Whereas the Macy’s ad was a static ad, this Sweetwater ad dynamically shows me the product I viewed.
- Finally, being the Back To The Future fan I am, I visit this site looking for a shirt. Again, I leave the site.
- I then go to Facebook and see this specific product being remarketed to me in my news feed. Remarketing doesn’t just occur on websites, but Facebook as well!
- Specifically for ecommerce retailers, almost 70% of users abandon their shopping carts. Think about that – 7 out of 10 users add a product to their cart but then leave the site.
- Here are some of the reasons why users don’t purchase. Looking at this data, 41% of visitors aren’t yet ready to purchase while 24% saved products for later consideration. That’s 65% of users who left simply because they weren’t ready to buy. Instead of users never thinking about these retailers’ sites again, remarketing helps advertisers stay in front of these potential consumers
- Let’s now talk about setting up a remarketing campaign
- First off, here are some of the most common remarketing platforms. For the sake of our presentation, I’m going to reference Google AdWords, but know that the process is similar throughout these other platforms.
- Within the AdWords interface you will create your remarketing tag, which is a pixel that goes on every page of your site. There are amendments to the code if you want to show dynamic ads.
- You will then create your audience.
- Here are the options for audience creation. The audiences and combinations are endless. You can also add a snippet of code to tie Google Analytics into remarketing, thus being able to create audiences based upon user behavior such as time on site and pages per visit. In this example, we’re creating a “Blue Shoes” audience where users are cookied every time they visit a page that has blue-shoes in the URL.
- Furthermore, we’re setting the membership duration at 30 days. In other words, users are eligible to be in this audience for 30 days after being cookied.
- One of the most common combinations you will create is shopping cart abandoners. This combination includes all visitors who add an item to their cart, but don’t purchase. You can also create combinations around users who viewed specific categories but didn’t purchase.
- Let’s now talk about setting up a remarketing campaign
- Here are all the various image ad sizes
- Here are examples of the more common sizes
- You can see where your ads are being shown and adjust accordingly.
- You can also set frequency caps for the amount of times a user sees your ad per day, per week, and per month. I tend to set frequency caps at 7 impressions per day, but you should test what works best for you. 95% of the time you should set frequency caps to not inundate users with your ads, which could hurt your brand perception.