10 killer hacks for remarketing success
Post on 26-Jan-2015
117 Views
Preview:
DESCRIPTION
TRANSCRIPT
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SARAH WYLAND
SCOTT GARRETT
SEARCH MOJO @SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
SEARCH-MOJO.COM @searchmojo #mojowebinar
Sarah Wyland
Account Manager
Search Mojo
Follow on Twitter: @Sarah_Wyland
Scott Garret
Account Manager
Search Mojo
Follow on Twitter: @ScottGarrett89
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
SEARCH-MOJO.COM @searchmojo #mojowebinar
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Remarketing lets you show ads to users who have
previously visited your website as they browse the Web.
• A remarketing list is a collection of cookies from people
who visited your site.
– You can start creating lists at anytime, but they'll only start
getting visitors after the remarketing tag is on your site.
• Paste the remarketing code into every page of your website
• Build remarketing lists based on characteristics found
within your URL.
SEARCH-MOJO.COM @searchmojo #mojowebinar
• A must for B2C ecommerce sites
– Automates the process for specific product level remarketing
• Currently only available on AdWords
– Uses your Google Merchant Center Feed
• Allows you to easily deliver highly relevant ads to
specific areas of your site visitors
– Product viewers
– Shopping cart abandoners
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Your Google Merchant Center Feed is your
best friend
– Keep it updated
• Correct product IDs
• Relevant product titles
• Concise product descriptions
• Correct Price
• High quality product images!
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Product specific ads
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Lists that contain members for up to 540 days on the Display
Network and 180 days on Google Search Network
– Go big – keep site visitors in their respective lists for as long as possible
• Build them early - you’ll be glad you did!
– Consider upcoming promotions, site structure, etc. when deciding what to build
• Make them granular
– Ex. Product Type, Brand Names
Vegetable
seeds get a
remarketing
list…. …And so do
all the
vegetables!
SEARCH-MOJO.COM @searchmojo #mojowebinar
• They pay off when you
need them the most
– Seasonal Promotions
– Flash Sales
– High Value Coupons
• Promote, Promote,
Promote
– Targeted Audience right
there waiting for your ads
• Flash sale on winter coats?
There’s an audience for that!
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Google’s Ready Creative Ads make it easier than ever to create a
Display Network Ad using your own URL
– Plug in your URL and allow Google to create the ad for you
– Can edit headline, description, button color, CTA, display and
destination URLs, image, etc.
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Got a coupon to promote?
• Use the coupon’s URL to create an ad that looks like
the coupon.
– Remarket to your audience
that has previously viewed
coupons and/or the product,
brand, etc. advertised
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Google AdWords gives users the opportunity to
combine remarketing lists with other targeting
factors such as
– Topics
– Age
– Gender
– Etc.
• Combining remarketing lists with known
demographics or topics provides an extremely
niche audience.
• Can also exclude topics, ages, etc. to ensure
the most custom audience possible.
“Them”
SEARCH-MOJO.COM @searchmojo #mojowebinar
Remarketing
Age Gender
• Remarketing List – Winter Coats
– 50,000 people
• Gender
– Female
• 35,000
• Age
– 18-24
– 24-34
– 35-44
• 28,000
• A targeted audience of 28,000
28,000
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Create Remarketing lists for Conversion
Actions
– Ex: Store Locator, Current Ad Views, Coupons,
Coupon Prints, Inventory Locator
• Potentially results in in-store conversions
such as purchases and coupon redemption
• By remarketing to users who have
previously viewed a client’s coupon page,
coupon prints increased 103% in one month
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Traditional search advertising
– Expensive
– Very Competitive
• Solution?
SEARCH-MOJO.COM @searchmojo #mojowebinar
• First:
– Use LinkedIn targeting features to capture
your niche audience
• Next:
– Remarket to them across the web on the
Google Display and AdRoll Display Networks
(which includes Facebook).
• Then:
– Sit back and watch the sales come in
SEARCH-MOJO.COM @searchmojo #mojowebinar
• RLSA (Remarketing Lists for Search Advertising) – Compete on the Google Search Network
• Target only your niche
SEARCH-MOJO.COM @searchmojo #mojowebinar
• RLSA can also be used for exclusions
– Saving you time and money by ensuring you
are not advertising to current users searching
for the login page
SEARCH-MOJO.COM @searchmojo #mojowebinar
• So pay for them!
– Bid higher on the people you know have converted or are more likely
to convert
• Broad keywords can be
expensive – but if you’ve got an
audience that you know
converts, it’s money well spent
– Smaller audience, but higher click-
through and conversion rates
– Better ROI
SEARCH-MOJO.COM @searchmojo #mojowebinar
• We’re selling horse feed
– Remarket to ‘equine’ audience
• 26,000 members
– The (broad) keyword “horse feeds” has:
– Not bad – we’re getting a very targeted audience on a broad
keyword – and that audience is converting.
With Remarketing Without Remarketing
CTR 2.81% 0.93%
Conversions 5 1
Conversion Rate 25.00% 25.00%
Cost-Per-Conversion $5.01 $3.03
SEARCH-MOJO.COM @searchmojo #mojowebinar
• Consolidating remarketing efforts
– Google’s DoubleClick joining FBX (Facebook
Exchange)
– In the future will Google give AdWords access
to the FBX?
SEARCH-MOJO.COM @searchmojo #mojowebinar
Contact Search Mojo:
Sean McCusty
800-939-5938 ext. 116
smccusty@search-mojo.com
SEARCH-MOJO.COM @searchmojo #mojowebinar
Is SEO Dead? Keeping SEO Alive Across All
Marketing Channels
December 12, 2013
2:00 p.m. ET
Register today at
www.search-mojo.com/SEO
Janet Driscoll Miller
President and CEO
Search Mojo
SEARCH-MOJO.COM @searchmojo #mojowebinar
Google+: +Search Mojo
Twitter: @SearchMojo
Facebook:
facebook.com/searchmojo
Sarah Wyland
Twitter: @Sarah_Wyland
Google+: +Sarah Wyland
Scott Garrett
Twitter: @ScottGarrett89
Google+: +Scott Garrett
top related