remarketing: catching the one that got away

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Remarketing is a highly powerful advertising tool, enabling you to target users that have visited your site and entice them back again. At October's Digital Bites, James Giles, PPC Manager at Crafted, explains more about this invaluable method of paid search marketing, exploring how your business can use it to strategic advantage. Packed with examples, James showcases the Suffolk businesses that are seeing impressive results from remarketing.

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Page 1: Remarketing: catching the one that got away

EASILYDIGESTIBLEDIGITALINSIGHT

#digitalbites @digital_bites

Page 2: Remarketing: catching the one that got away

Remarketing: Catching the one that got away presented by James Giles, PPC Manager at Crafted Ipswich-based integrated digital marketing agency

EASILYDIGESTIBLEDIGITALINSIGHT

Page 3: Remarketing: catching the one that got away

So what's it all about?

Remarketing is a form of banner advertising

Page 4: Remarketing: catching the one that got away

Powerful tool to re-engage with potential customers

So what's it all about?

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A number of strategies can be used including •  Incentive led •  Cross-selling or Up-selling

•  Category, product or profession specific •  Site wide strategy

So what's it all about?

Page 6: Remarketing: catching the one that got away

Highly targeted and controllable

So what's it all about?

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How does it work?

One piece of code sits across the whole

of your site

User visits site, cookie is dropped

User gets added to remarketing list

Lists are assigned relevant creative

User visits a website on the GDN

Remarketing ad is served

User clicks on ad (CPC or CPM can be used)

User returns to your site

Page 8: Remarketing: catching the one that got away

One piece of code sits across the whole of your site

How does it work?

User visits site, cookie is dropped

Page 9: Remarketing: catching the one that got away

User visits site, cookie is dropped

How does it work?

One piece of code sits across the whole

of your site User gets added to remarketing list

Page 10: Remarketing: catching the one that got away

User gets added to remarketing list

User visits site, cookie is dropped

Lists are assigned relevant creative

How does it work?

Page 11: Remarketing: catching the one that got away

Lists are assigned relevant creative

How does it work?

User visits a website on the GDN

User gets added to remarketing list

Page 12: Remarketing: catching the one that got away

User visits a website on the GDN

How does it work?

Remarketing ad is served

Lists are assigned relevant creative

Page 13: Remarketing: catching the one that got away

Remarketing ad is served

How does it work?

User clicks on ad (CPC or CPM can

be used) User visits a website

on the GDN

Page 14: Remarketing: catching the one that got away

User clicks on ad (CPC or CPM can be used)

How does it work?

User returns to your site

Remarketing ad is served

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User returns to your site

How does it work?

User clicks on ad (CPC or CPM can

be used)

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PolicyBee PolicyBee has used Remarketing in a number of strategic

ways to re-engage with potential costumers

Increase quote conversion rate

Decrease cost per quote

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People who hit the site and do not quote

Homepage-no-quote

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People who get a quote but have not bought a policy

Quote-no-policy

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Profession-specific-page-no-quote

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Profession-specific-quote-no-policy

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Results

Cost per quote 17% 24%

26%

Click to quote

Quote conversion paths that involved remarketing

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Notcutts Notcutts has used incentive driven remarketing,

which is a great way to get people back to your site.

Use remarketing to help drive increased revenue

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Creative - Offer

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Creative - Offer

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Creative - Offer

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Creative - Offer

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Overall revenue

Users who bought after being served an incentive led banner

      20%

15%

Results

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Information from remarketing

Demographics

Gender Age Locations

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Information from remarketing

Placements

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Get the remarketing tag on your site ASAP It takes time to build lists

Top tips

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Define your remarketing strategy What is the objective?

Top tips

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Where possible use incentives

Top tips

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Use custom combinations to create very specific audiences

Top tips

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Mine the data out of the campaign to get a better understanding of the audiences

that are visiting your website

Top tips

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Thank you