how to fuel your brand with banner ads and remarketing [webinar]

How to fuel your brand with banner ads and remarketing

Promodo at a Glance

Today’s Speakers:

Paul Ryazanov

International speaker, internet marketing expert, conversion rate optimization expert

Lena Ruchko

Enthusiastic marketer, content marketing expert, Google Analytics certified specialist

What is remarketing?

• Remarketing is a feature that lets you reach people who have previously visited your site, and show them relevant ads when they visit other sites, checking emails or search on Google.

How does the remarketing process look like?

Potential customer visits your website, but doesn’t complete any action and leaves

When this person visits other sites you show them your ad to remind about your offer

Potential customer clicks your ad and returns to your site

Why remarketing is powerful

• Business owners want to have more traffic to the website and higher conversion rate.

Why remarketing is powerful

• Remarketing helps improve such key indicators of user engagement as bounce rate, average time on site, pages per visit, etc.

Why remarketing is powerful

• Another benefit businesses can obtain is improved brand awareness, which leads to higher traffic volume.

How does remarketing work?

• You add a piece of code (remarketing tag) to all of the pages of your site.

• When visitors come to your site, the cookies associated with their browsers are added to the remarketing list.

• Your ads are shown to the people who are on this list.

Remarketing from Google

• Because Google is the leading search engine, naturally, the most powerful and efficient is Google remarketing. Google remarketing is available in AdWords account.

Remarketing from Google

Remarketing typesRemarketing types

• Remarketing for the Display Network

• Remarketing for search ads

• Dynamic remarketing

• Remarketing for mobile apps

Remarketing from Google

Remarketing for the Display NetworkRemarketing for the Display Network

Shows ads to the visitors of Google Display Network sites.

This includes: Google sites such as Gmail and YouTube, Google AdSense publishers, and a large collection of other sites partnering with Google.

Shows ads to your site visitors when they search for something on Google.

Remarketing from Google

Remarketing for seach adsRemarketing for seach ads

The most suitable for online stores. Ads are created dynamically using product feed from your website. Such ads feature product image, title, and price. Your site visitors see your ads when they browse other websites. Available only if you have a Google Merchant Center account.

Dynamic remarketing Dynamic remarketing

Remarketing from Google

Remarketing for mobile appsRemarketing for mobile apps

Allows you to reach customers who have previously visited specific sections of your mobile app by showing ads to them when they use other apps.

How to set up remarketing for your site

1.Create remarketing campaign in AdWords

2.Get the remarketing tag and paste into your site code

3.Create remarketing lists – group your site visitors into different categories.

4.Create ad groups and assign to them remarketing lists to target different types of your site visitors with different messages

Step 1. Create remarketing campaign

• Click “Save and continue”. Remarketing tag will be emailed to you or your webmaster.

Step 2. Paste remarketing tag into your website code

• Copy the remarketing tag which will be emailed to you• Paste it into the code before the </body>tag on all pages of your site.

• How remarketing tag looks like. Promodo example

Step 2. Paste remarketing tag into your website code

Step 3. Create remarketing lists

Step 3. Create remarketing lists

• AdWords offers a number of simple and advanced options to specify the audience for your remarketing list.

• For example, you can select the visitors of a certain page only.

Step 4. Create ad groups and assign remarketing lists

• Find on the left side bar the remarketing campaign you have created, click “Ad group” and in the appeared menu select remarketing list.

• To check whether remarketing tag has been installed correctly, you can download Tag Assistant – Chrome extension by Google

Tip. How to check remarketing tag installation

• If the remarketing tag has not been emailed to you or for some reasons you would like to check it, perform these steps.

Tip. Where to find remarketing tag

• If the remarketing tag has not been emailed to you or for some reasons you would like to check it, perform these steps.

Tip. Where to find remarketing tag

Tip. How to create remarketing campaign for search ads

• For remarketing in the search ads you should follow another path

Tip. How to create remarketing campaign for search ads

• In the Interests & remarketing tab you will be able to set up campaign details, such as interests, and select the audiences in the remarketing lists

Several strategies to segment the audience for the best remarketing results

• Firstly, you can select the audience you would like to add to the list

How to remarket to a certain page visitors

How to remarket to a certain page visitors

• Secondly , you can specify the pages with URL builder

• For example, if you would like to remarket to the people who visited the page selling winter shoes you can do the following:

How to remarket to a certain page visitors

• In this case your ad will be shown to people who visit any page of your site with “winter-shoes” in URL. It will be: example.com/women/winter-shoes; example.com/men/winter-shoes; example.com/sales/winter-shoes; etc.

• To remarket to the people who only visited the page selling women winter shoes, you may choose another option as it is shown in the image

How to remarket to a certain page visitors

• In this case your ad will be shown to people who visited only the page with “women/winter-shoes” in the URL.

• Membership duration lets you select the audience depending on how long it has been since they visited your site last time.

• You define how many days user's cookie stays on your remarketing list if that person doesn't visit your site again.

How to remarket to different audiences

• Having created several remarketing lists with different cookies duration, you can combine them to achieve maximum result.

• For example, if you want to target with different ad banner the users visited your site from 15 days ago to 30 days ago, you can create two lists with membership duration 15 and 30 days respectively and use custom combination option.

How to remarket to different audiences

• Conveniently, you can create remarketing lists in Google Analytics.

• This way you can target the users which have not completed a conversion goal. For example, added item to a shopping cart, but didn’t proceed to a check-out.

How to create remarketing list in Google Analytics

How to create remarketing list in Google Analytics

• When creating remarketing list in Google Analytics pay attention to the Product Account section • You need to choose the AdWords account in which remarketing list will be available.

How to create remarketing list in Google Analytics

• Please note, that you can define the list of visitors who have completed a certain conversion goal in the Remarketing type section.

Effective remarketing strategies tips

• Consider a buying cycle when selecting membership duration for the remarketing list. For expensive products your offer could be relevant for a longer period time and vice versa.

• Set higher bids when remarketing to people who are very likely to convert in order to increase the chances for your ad to be displayed. However, consider the value of a customer for you on each list when evaluate the bid.

• Test different remarketing lists (different time lags, banners, etc) and compare the results to optimize your bids and strategy.

Effective remarketing strategies tips

• Remarketing tag may have custom parameters. By setting up such additional parameters in your code you will be able to receive more information about your audience and thus optimize your bids and banners.

Effective remarketing strategies tips

• Use the option “Visitors of a page during specific dates” to remarket with special offers to people visited your site during the holiday time, for example, Christmas.

Effective remarketing strategies tips

• You can define visitors that converted on your site and remarket to them offering them complementary products they might need.

• To select the people who converted on your site you may use Google Analytics remarketing list or write in AdWords the following:

• In this example we want to show our ad to visitors who bought men jackets. We specify that such people visit the page containing “men/jackets” AND also view the page “thank-you” which appears after the check-out process is finished.

Now what about ads!

Samples of banner ads

Samples of banner ads

Don’t have remarketing campaign yet?

We are here to help!

We design, setup and execute the most advanced re-marketing/re-targeting campaigns

contact@promodo.com

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Even more useful info

Paul Ryazanov

p.ryazanov@promodo.com

Skype: pavel.ryazanov

www.promodo.com

Questions?

Elena Ruchko

e.ruchko@promodo.com

Skype: ruchko_lena