retargeting today / fishing guide
TRANSCRIPT
Retargeting todayshort amateur story about fishing
Ievgen Ishchuk, digital marketing strategist, Google AdWords Certified Partner + Bing Accredited
Professional.
AdWords account manager at TeleTech on behalf of Google.
ishchuk.eu
530 902 707
Why ?
Boris, SEM master, 20 + years old.Uses remarketing based on Youtube list “Similar to all viewers” targeted globally. And yes, he get’s paid.
Possible use
Following. U was here – he – he – he
Upselling. Buy more
Crossselling. Want some ?
Branding. No worries, you’ve made the right choice.
Engagement – look, we have new videos.
Tools
AdWords + Display
AdWords + Search
AdWords + Analytics
AdWords + Google Play
AdWords + Youtube
AdWords + Merchant Center
Facebook / ? /
... Twitter etc.
Oni mają to
Мы «догоняем» клиента рекламой везде
http://virginsclub.ru
Best practices for retargeting Frequency capping ( 15 a week ? )
Use analytics + AdWords audience tab to know
“your fish”
Don’t use just “All visitors”
Use manual bidding
Use additional targeting methods
If Dynamic : use a normal product feed !
If Video : quality, 30+ sec, attention span
If banners : don’t use flash + standard “creator”
Test A / B + user testing or NeuroInc
Use advanced segments from Analytics
If Facebook : better promoted post or event. Banners suck
Use AIDA
February 15, 1950.
New York. "Crystal
Motors, business at
5901 Bay Parkway, Brooklyn
On display: the "Futuramic" 1950 Oldsmobile. New
model!
Let’s assume they have a website. What could you
propose ?
- Landing pages
- Remarketing types with goals and KPIs
- Any ideas
Pages : AboutNew arrivals !ModelsTest drive requestContactPrice listTouchBlogConfigurator
Sources :
• http://neuronsinc.com/• http://websarafan.ru/2014/10/10/kak-rabotaut-strip-kluby-
moskvy/ RUS• Google trends• https://support.google.com/analytics/answer/2611268?hl=
en• https://www.facebook.com/business/news/custom-
audiences• https://support.google.com/adwords/answer/2545661?hl=
en• https://support.google.com/adwords/answer/2701222?hl=
en