Advanced AdWords Tactics
for the Google Display Network
Google Analytics ReTargetingGARGoogle Analytics ReTargeting
Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 3
Presentation Flow
A. Why retargeting?
B. Why GAR versus pixel based retargeting?
C. The four basic steps to GAR
1. Blue-Printing
2. Lists
3. Combinations > Audience pools
4. AdWords set up
D. Discussion
Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 4
Attention Interest Desire Action Loyalty Amplify
Why Retargeting?
Brand Keyword Search
SEO
Affiliate
In-Prod-Mkting
*Social Media
ReTargetingBanners
3rd Party Banners
Non-Brand Keyword Search
Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 5
Why Upgrade To GAR?
Stupid retargeting is bad, and smart retargeting is good. A smart marketer would use the recency and frequency capping that is available in every retargeting solution. The other tactic is to understand consumer behavior. - Avinash Kaushik
Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 6
Why is GAR smarter?
Pixel based retargeting tells you where someone has been.
GAR layers on behavioural targeting like:• Times visited, time spent on site, number of pages visited etc…
• Where did they come from?
Plus, you can:• Easily combine in complex ways
• Easily segment by time (Change messaging or frequency)
GAR provides hyper-targeting of messaging as prospects move through the customer journey
Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 7
How To Take Action
1. Blue-Print: Funnels, goals, and the customer journey
2. Lists: Create lists in Google Analytics*
3. Audiences: Create AdWords Combinations/audiences
4. AdWords Campaigns: Set up AdWords Campaigns with creative, frequencies, and bids
* Google AdWords account must be linked to GA account
Blue-print
Buy the wood
Frame the house
Finish the house
Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 8
Pre-Plan: Segmentation & Goals
• Classic Rules of Segmentation:
– Big & Attractive?
– Isolate with unique messaging?
– React to different messaging?
• Digital Marketing Segmentation:
– Isolate if you suspect ROI will vary and you might want to adjust bids
– Isolate so you can vary frequency over time
Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 9
Corel.com B2C Goals & Basic Funnels
Page Visits
Trial Downloads
Cart VisitSale
Corel.com
Page Visits
Trial Downloads
Cart Visit
Sale
CorelDRAW
Page Visits
Trial Downloads
Cart Visit
Sale
PaintShop
Page Visits
Trial Downloads
Cart Visit
Sale
WordPerfect
Page Visits
Trial Downloads
Cart Visit
Sale
VideoStudio
Then consider behaviour & time factors
Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 10
Audience PoolsAudience_Name Description Banner approaches and tests
GA_PP_MultipleVisits_0to15daysGA_PP_MultipleVisits_16to45daysGA_PP_MultipleVisits_46to180daysGA_PP_SingleVisit_DurationOver20Sec_0to15daysGA_PP_SingleVisit_DurationOver20Sec_16to45daysGA_PP_SingleVisit_DurationOver20Sec_46to180daysGA_PP_SingleVisit_zeroDurationset_0to7daysGA_PP_SingleVisit_zeroDurationset_8to90days
GA_Trialer_ActiveTrialPeriod_0to15daysTrialers - Downloaded
from 0-15 days
GA_Trialer_ActiveTrialPeriod_16to30daysTrialers - Downloaded
from 16-30 days
GA_Trialer_TrialPeriodEnded_35to45daysTrialers - Downloaded
from 35-45 days
GA_Trialer_TrialPeriodEnded_46to180daysTrialers - Downloaded
from 46-180 days
GA_Cart_Abandon_0to7daysAbandoned cart 0-7 days
ago
GA_Cart_Abandon_8to15daysAbandoned cart 8-15
days agoGA_CompletedOrder_0to15daysGA_CompletedOrder_16to30daysGA_CompletedOrder_31to90days
OC Page - SKU includes "XXXX"
- 2x Painter lite- Book- Training video
X% off lowest price offer
Page retargeting - +2 visits
0-15 & 16-45& 46-180: - 5x Accolade w/ Free Trial- 5x Accolade w/ BN
Page retargeting - 1 visit of >25 sec
Page retargeting - 1 visit and bounce
0-15 & 16-30:- 3x Accolades w/ BN- 3x Tutorials w/ BN (To custom LP)- 3x Feature/Benefit w/ BN35-45:10% off lowest price46-180:- 3x Accolades w/ BN- 3x Tutorials w/ BN (To custom LP)- 3x Feature/Benefit w/ BN
Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 11
Lists & Combinations
Product
Page
Trial
page
Cart Page
Order
Confirm Page
Mac
Windows
iOS
Android
0-7 0-150-30
0-350-45
0-900-180
0-365>1
Visit
1 Visit
>25 se
c
GA_PP_MultipleVisits_0to15days Y X X X Y YGA_PP_MultipleVisits_16to45days Y X X X X Y YGA_PP_MultipleVisits_46to180days Y X X X X Y YGA_PP_SingleVisit_DurationOver25Sec_0to15days Y X X X Y Y X Y YGA_PP_SingleVisit_DurationOver25Sec_16to45days Y X X X X Y X Y YGA_PP_SingleVisit_DurationOver25Sec_46to180days Y X X X X Y X Y YGA_PP_SingleVisit_zeroDurationset_0to7days Y X X X Y X YGA_PP_SingleVisit_zeroDurationset_8to90days Y X X X X Y X YGA_Trialer_ActiveTrialPeriod_0to15days Y X X YGA_Trialer_ActiveTrialPeriod_16to30days Y X X X YGA_Trialer_TrialPeriodEnded_35to45days Y X X X YGA_Trialer_TrialPeriodEnded_46to180days Y X X X YGA_Cart_Abandon_0to7days Y X YGA_Cart_Abandon_8to15days Y X X YGA_CompletedOrder_0to15days Y YGA_CompletedOrder_16to30days Y X Y
GA_CompletedOrder_31to90days Y X X Y
Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 12
Final Set Up in AdWords
Set up Campaigns & AdGroups in AdWords and target audiences with creative, frequency settings, and bids just like pixel based retargeting
Derek Tucker – Digital Marketing Strategist - ca.linkedin.com/in/derektucker111/ 13
Thank You
Derek Tucker – Digital Marketing Strategist
• Global Marketing Manager at Corel
• Previously with Futureshop.ca & BestBuyCanada.ca
• ca.linkedin.com/in/derektucker111/
Special thanks to Helen & Les Faber