remarketing basics

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July 15, 2014 Elias Dabbas

what is remarketing?

a way to target people based on their previous behavior (visiting your site)

why it works?

the content people consume is a very powerful indicator

of what they are interested in

how can a person end up on a web page?

• direct: going to www.example.com

• search engine: they express their intent and select a result that is relevant

• clicking a link: “read more about xyz topic” etc

• banner / ad: clearly showing what the landing page is about

• starting an app on a phone or tablet

• popups and popunders: most browsers block them, and not allowed on the main ad networks

in all cases, the user knows (expects) where they are going

!

they don’t randomly end up on a page by chance

!

allow for 20 - 30% misleading ads, or clicking by mistake, still 70 - 80% is a very strong indicator of interest

remarketing• how it works

• types of remarketing

• implementation

• types of tagging and segmentation

• examples

how it works

• the users visits your site

• a cookie is dropped on the user’s computer

• a label is given to that user (based on the cookie)

• the user is added to a list (the label)

• the user(s) goes to browse other sites

• the user is shown ads for your brand / website

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website segmentation• mysite.com/news

• mysite.com/sports

• mysite.com/lifestyle

• mysite.com/fashion

• mysite.com/weather

• target each section visitor with a different message

• groups (lists) may overlap

• makes more sense with bigger sites that tackle different topics

types of remarketing

• display: basic (traditional) type, targeting people who previously visited your site, or sections of it

• dynamic: for very large sites with thousands of products, displays dynamically generated ads for specific products

• remarketing on search: similar to display but on search

• similar audiences: takes hints about your visitors and targets people who are similar to them

• exclusion (negative remarketing): not targeting users based on certain criteria

Google Facebook Twitter

Display Yes, on GDN network Yes, on Facebook Yes, on Twitter

Dynamic Remarketing Yes Yes NoRemarketing Lists for

Search Yes No NoSimilar Audiences

(lookalike) Yes Yes Yes

implementation

• remarketing code is inserted on all site pages

• all settings and rules can be implemented from the remarketing interface (this is where most work and thinking happens)

<!-- Google Code for Remarketing Tag --> <!-------------------------------------------------- Remarketing tags may not be associated with personally identifiable information or placed on pages related to sensitive categories. See more information and instructions on how to setup the tag on: http://google.com/ads/remarketingsetup ---------------------------------------------------> <script type="text/javascript"> /* <![CDATA[ */ var google_conversion_id = 961060489; var google_custom_params = window.google_tag_params; var google_remarketing_only = true; /* ]]> */ </script> <script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js"> </script> <noscript> <div style="display:inline;"> <img height="1" width="1" style="border-style:none;" alt="" src="//googleads.g.doubleclick.net/pagead/viewthroughconversion/961060489/?value=0&amp;guid=ON&amp;script=0"/> </div> </noscript>

visitor tagging options• visitors of a page

• visitors of a page who did not visit another page

• visitors of a page who also visited another page

• visitors of a page during specific dates

• visitors of a page with a specific tag

• custom combination

segmentation by task

• people who log in

• people who don’t log in

• people who purchase an item

• people who start a process and don’t complete it

the pages people visit tell us a lot about which task they have completed on the site

summary• people don’t randomly go to pages, they expect

certain content before going there

• the power of content to inform us about user interests is the basis of why remarketing works

• several types of remarketing exist: display, search, dynamic, similar audience, negative

• setup is based on URL definitions and grouping

remarketing examples

example - banking• people who never paid their bills

through the bank can be targeted, and the targeting can be stopped once they register (or after a certain period of time)

• people who transfer money can be targeted with ads about transfer promotions / benefits

• people who never visited the insurance section can be targeted to get to know more about insurance

example - travel

• people who search but don’t book can be encouraged to book

• people who search and book can be given ads about additional services (hotel, driver, etc)

• joint promotions can be run between insurance and travel companies (people who booked a ticket are traveling and need travel insurance)

example - retail• people who bought a TV might be

interested in accessories

• people who saw a TV might be interested in other similar TVs (to help them make up their minds)

• people flying to a certain destination might want to attend an event / concert

negative remarketing• a good way to attract new audiences who have

never visited your site before

• people who expressed their interest and filled a contact form should not be bothered with ads after you have contacted them

• people who visited a certain section of your site, but not another

• at the end of a promotion or event

not targeting certain users for various reasons

list membership duration and frequency of ads

• how long should the user be targeted after visiting your site?

• this is part of the settings while creating a remarketing list

• determine the maximum number of impressions a user will see per day / week / month

• important elements of every campaign and depend on several factors

list duration factors to consider• high / low consideration: products that need a lot of

consideration (high prices, deliberate decisions) should be targeted for a longer period, and vice versa for low consideration items; house, car, vs book, phone cover

• event-based: keep targeting people until the end of the world cup, schools begin, national day, etc

• market based: users in certain countries tend to plan for longer times than other countries, even in the same industry, target based on that

• reactive: discover how long it takes users to take the best decision and target accordingly

caveats / why it might not work• timing: although a user might really be interested in buying a

certain product, at the moment, they are browsing a completely unrelated page because they are in a completely different mood

• use contextual targeting and then use remarketing when you have exhausted your contextual budget

• combine remarketing with other targeting (contextual, interest)

• carefully target and set the duration and frequency

• visiting a page once might not really be a strong indicator of interest

• try more than one criterion to make sure they are really interested

remarketing through google analytics

• extremely flexible targeting based on many criteria at the same time (almost any type of user definition)

• needs linking between analytics and adwords

• recommended as it provides more flexibility and options

thank you !

!

elias@media-supermarket.com slideshare.net/eliasdabbas