ses

The ORIGINAL Search Marketing Event

#SESDenver

Follow. Reach. Convert.

Lance WilsonCabela’sPaid Search Program Manager

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@crestonwave

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• Kept track of customers on file cards in a shoe box

• Fly customers then received mini flyers of an ever expanding list of outdoor products other than flies

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@crestonwave Remarketing ListsFishing ListHunting List

Camping List

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What If….?

Hunting List

Hunting Campaign #1

Hunting Campaign #2

Hunting Campaign #3

Bid Modifier

Hunting List

Camping Campaign #1

Camping Campaign #2

Camping Campaign #3

Bid Modifier

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Or…..

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User List Campaign Name Impressions Clicks Delta CTR

Fishing Fishing 5,273 257 88%

Hunting General Camping 2,068 97 108%

Hunting General Fly Fishing General 1,786 144 127%

Clothing General Fly Fishing General 1,722 145 150%

Clothing General Fishing Jigs 1,667 37 13%

Fishing Fishing General 1,557 103 100%

Clothing General Fishing Reels 1,535 63 60%

Clothing General Fishing General 1,510 96 83%

Hunting General Fishing Tackle 1,401 78 133%

Hunting General Boating Trolling 1,373 44 29%

Get Results Without Testing

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RLSA

Hunting List Camping Campaigns

50% Bid Modifier

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@crestonwaveRemarketing Lists on GDN

Site

Visit

• Someone visits your site• Cookie placed

Leaves Site

• Receives your ad while browsing elsewhereClicks

or Sees ad

• Sees relevant ad • Clicks or awareness created

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@crestonwaveRemarketing Lists on GDN

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@crestonwaveList Creation Visited a Certain Page

(category, product, promotion, etc)

Visited Multiple Pages – Hunting and Camping page (must use custom combination for RLSA)

Began Checkout

Abandoned Shopping Cart

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• “Rods”• “Coleman”• “Hunting”• “Ship_to_Method”• “Receipt”• “/checkout”

URL Contains or Does not Contain

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Remarketing Lists

Hunting List

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Remarketing Lists

Abandoned Shopping Carts Fall Sale

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@crestonwaveRemarketing Lists

Women’s Clothing Women’s Anthem

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@crestonwaveYouTube Channel Remarketing• YouTube and AdWords account must be linked• Must be in Video Campaigns to create remarketing

list

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@crestonwaveYouTube Channel Remarketing

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@crestonwaveSimilar Audiences

Browsing activity last 30 days on GDN Automatically finds new potential customers Creates list of similar potential customers using your remarketing list

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@crestonwaveSimilar Audiences Use Similar Audience list just as you would a

remarketing list

Remarketing list must already be in account

Look to increase your reach and awareness, but still stay within your mix of customers

Increase the size of your remarketing lists

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=

Converters

Similar Audiences

Similar to Converters

Increased Reach and Awareness

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@crestonwaveExtras

Similar Audiences for Display Only

Remarketing for Shopping Campaigns

Google Dynamic Remarketing Google is only network that allows dynamic remarketing for

text ads

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Charlie and The Chocolate Factory