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Make your remarketing more than an echo

YOUR RETARGETING SUCKS (BUT IT DOESN’T HAVE TO!)

Image: iStock

#SMX #31B2 @ebkendo

§ 10yearsinthesearchindustry§ PPC,Social,SEO,Analytics,Content§ Speaker:SMXAdv/East/West,Mozcon,Searchfest,StateofSearch

§ Author:Lynda.com,AllinOneWebMarketingforDummies,ClickZ

§ And…

Elizabeth Marsten, CommerceHub Director of Paid Search

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§ Stillcountsifit’sunderayear§ Theunicornonesieisinthewash.

Newish mommy

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NORTH AMERICA’S LARGEST RETAILERS, MARKETPLACES AND SEARCH ENGINES

DEMAND GENERATION

ASSORTMENT EXPANSION WAREHOUSES, STORES, DROP-SHIPPERS,

BRAND MANUFACTURERS

DELIVERY NATIONAL CARRIERS, REGIONAL

CARRIERS, LOCAL CARRIERS

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SupplySolutions

Increaseproductofferingandgrowrevenuethrough“virtualinventory”

Integratewithanytradingpartneror

orderfulfillmentsource

Maintainbrandingandcompletecontroloverfulfillmentprocess

DemandSolutions

Profitablyacquirenewcustomersthroughsearch,socialandmarketplacechannels

Pushproductcatalogtochannels

whereconsumersseeknewproducts

Manageandoptimizedigitaladvertisingspendacrosschannels

DeliverySolutions

Optimizeconsumershippingthroughreal-timedecisionsoncost-effective

deliverymethodsthatmeettheconsumer’sdeliverydate

Extendthereachofrapiddelivery

programsbygeographicallydistributinginventorytopartner3PLs

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Why Remarketing is Essential to Paid Search

Image: Pixabay

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Thomas Smith: Successful Advertising

Source: Wikipedia

The first time people look at any given ad, they don't even see it. The second time, they don't notice it. The third time, they are aware that it is there. The fourth time, they have a fleeting sense that they've seen it somewhere before. The fifth time, they actually read the ad. The sixth time they thumb their nose at it. The seventh time, they start to get a little irritated with it. The eighth time, they start to think, "Here's that confounded ad again." The ninth time, they start to wonder if they're missing out on something. The tenth time, they ask their friends and neighbors if they've tried it. The eleventh time, they wonder how the company is paying for all these ads. The twelfth time, they start to think that it must be a good product. The thirteenth time, they start to feel the product has value. The fourteenth time, they start to remember wanting a product exactly like this for a long time. The fifteenth time, they start to yearn for it because they can't afford to buy it. The sixteenth time, they accept the fact that they will buy it sometime in the future. The seventeenth time, they make a note to buy the product. The eighteenth time, they curse their poverty for not allowing them to buy this terrific product. The nineteenth time, they count their money very carefully. The twentieth time prospects see the ad, they buy what is offering.

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§ 1930sMovieIndustry–  Createdtodeterminenumberoftimesformessageto“stick”

§ AdvancementsinAdTypes–  Radioadvertising

–  Print(magazines:Fortune,AdvertisingAge)

§ AdditionalPlacements–  Sports–  Politics

The Rule of 7

Source: AdAge / Adcetera Image: Wikipedia

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“History:1930s”,AdvertisingAge,Sept.15,2003

The Frequency and the Force

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Remarketing in Digital = More Efficient

§ AverageCPC/CPA–  Lowerthanthefirstinteractiontypically,regardlessofvertical

§ Segmentation–  Abilitytosegmentandtargetsitebehavior,demographics&lookalikes

§ RemovalandSuppression–  Abilitytoremoveorbiddownpastconvertersorotherlowvaluebehaviors

…andbeing“forceful”withoutbeingcreepyorcrazy

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WhyDidn’tTheyBuyintheFirstPlace?

Source: eMarketer

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WhyDidn’tTheyBuyintheFirstPlace?

IntheUS,basedonMay2015researchfromHookLogic,shoppingcartabandonmentismostfrequentamongshoppersfor:

Source: eMarketer

§ HomeGoods–29%§ Health&beauty–24.9%

§  Electronics–22.9%

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SecondPlaceIsn’tSoBad

Source: eMarketer

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§ Buy§ Buyagain§ ContinueaConversation(awareness)

§ StoreVisit§ Engage(socialshare)

What Do You Want Them to Do Next?

Image: Pixabay

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ChoosetheRemarketingType

Whatyouchoosedependsentirelyonwhatyouwanttheusertoexperienceandhowyouwantthemtoact.

§  Standard–  Yousetthemessagetextandimages,decidingwhichcreativegoeswithwhichbehaviors

§ Dynamic–  Messagesandimagespopulatebasedonuser’spastbehaviors

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Types of Remarketing by Channel

Image: iStock

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GoogleAdWords

Yes,there’scodethathastobeimplementedfirst,beforeyoucanreallystarttodomuchofanything.

§ GDNStandard§ DynamiconGDN

§ RLSA(remarketinglistsforsearchads)

§ MobileApps

§ Video

DynamicremarketingrequiresafeedandMerchantCenter,ifyouareretailanddoingproductlistingads(PLAs).

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AdWords – Dynamic Product Ads

Images: Google AdWords

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AdWords – Dynamic Quick Start

Images: Google AdWords

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AdWords – Retail DPA

Images: Google AdWords

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AdWords – Non-Retail Business Data Feed

Images: Google AdWords

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AdWords – Non-Retail Business Data Feed

Images: Google AdWords

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OverallBestPractices

§ Don’tbeafraidtousecustomaudiencesofSmartLists–  Majorretailers,RLSASmartListisout-performingcartabandoners

§ Usefrequencycapping–  Googleisalotbetterthanitusedtobe

§  Separatecampaignsfortextandimageads

§  Testmultipleadlayouts

§ Watchoutfordefaults:US&Canada,EnhancedCPC,OptimizedforConversions(youwantthisdefault)

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Don’t forget to check the box either

Images: Google AdWords

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StartStrong

§ ReadytoGoLists–starthere–  Cartabandoners

–  Productviewers

–  Converters(pastbuyers)

–  Sitevisitors

§ UseManagedPlacementsforextracontrol

§  Target&Bidvs.BidOnly–readthis§ UseOptimizeforConversions

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SegmentationIdeas

§  Segmentaudiencesbyabandonedcartamount,utilizeidealpricepoints

§  SettargetCPAsforeachaudience,attheveryleastadifferentCPAforremarketingoverall

§  Layerondemographicandintereststonarrowautomaticplacementswithlargerlistslike“allsitevisitors”

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ConvincingEveryoneYouNeedThis

§  TagManager/developmentresourcesneeded§  Potentialimage/brandissues

–  Addabackgroundtotemplatestocustomizeamore“onbrand”feel

§ DynamicRemarketingcasestudiesfromGoogle(ModCloth&Sierra)§  Increaseconversionsfromacartabandonerspost

§  PPCChatconversation

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Howmanydaysshouldyouwaitbeforeremarketing?

§  Forcartabandoners–  24hourstendstohavethehighestrateofreturn

§  Everythingelsetapersoffatvariousintervalsafterthat–  Apparel,homegoods,petsupplies,partysupplies,beauty,electronics

Source: CommerceHub data

Image: iStock

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ContinuetheConversationwithRLSA

§ Bidonmoregeneric/headtermkeywords–  Butonlytofolksthathaveengagedwithyoursiteinsomewayalready

–  Showuponsimilarsituationsorbidoncompetitornames

§  Excludeorbiddownconvertedusers

§  Shepherdbehaviorstodifferentlandingpages–  Upsell,crosssellorrenewalscometomind

§ Highlyrecommendedread:RLSAforCompetitiveMarkets

SERPremarketing(notontheGDN)withkeywordandPLAoptionsandwithintegrationinGoogleAnalytics.

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RLSA & Dynamic Together

Image: PIxabay

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Facebook Dynamic Product Ads

Image: PIxabay

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But…atalowervolumeofconversions.CommerceHubAverage:•  1200-1400%ROAS•  350-15,000products

Facebook DPA ROAS > Google DPA

Image: Facebok

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FacebookAudiences

VerysimilartoGoogleintypesofaudiencesbutchoiceofplacementmatters!

§ Abandonedcart§ Viewedproductpage

§  Pastpurchases

Where

§ Rightrail§ Newsfeed

§ Mobile(andMobileAudienceNetwork)

§  Structurecampaignsothatyoucanbidbyplacement,productcategoryanduserbehavior

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UnlessyouarealsorunningFacebookAdsforawareness…

§  Stillneedsafirsttimeengagementchannel(SEO,PPC,Social,Direct)

§ Cannibalizesotherchannelswithlastclickattribution–  Seenitvaryfrom12-20%ofGooglePLAtraffic

§ Useyourrevenuenumbers,notjustFacebook’s–  FBcountsanyclickinthepaththatincludesFacebookasaconversion

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Howmanydaysshouldyouwaitbeforeremarketing?

§ Whatwe’reseeingatCommerceHub:–  2daysgeneratesthemostrevenue

–  7daysisthesecondmost

–  28daysisthird

–  14daysgeneratestheleast

*Using1dayclickattributionforapparelandhomegoods

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Tips&TricksforFBDPA§  Eachplacement(newsfeed/rightrail)needsitsownadset

–  Structurecampaignssothatyoucanbidbyplacement,productcategoryanduserbehavior

–  Typeofadvariesbyplacement(sizeofimage,amountoftext;canbetruncatedonmobileforlongerheadlines)

§  Startbigger,narrowfromthere–  Seenitvaryfrom12-20%ofGooglePLAtraffic

§ Watchsizeofaccount/campaigns–  Toogranularisjustmoreworktomanageforamarginalimprovementinreturn

§  PowerEditorisyourfriend–  Bulkactions

–  RevenueisintheAdManagerUI

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When Retargeting Is Going to Suck

Image: PIxabay

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Ifyou’retailoringyouraudienceandexcludingplacementcategoriesthatcouldconflict,youshouldbegoodtogo.

§ Unabletoaddtags/codetowebsite§  Fast/shortsalescycle§ Reallylongsalescyclewithoutproperfullfunneltracking

§  Privacyorsensitiveverticalslikementalhealth,12stepprograms,dating

§ Conflictingpagecontent(likeonGFN)forwhatyou’readvertising–  Likeasaleonvacationpackagesnexttoanewsarticleaboutaplanecrash

Untilyou’renot.

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Retargeting Resources that Don’t Suck

Image: PIxabay

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Someofmyfavorites

§ WordstreamRemarketingBestPracticesGuide§ AdWordsDynamicRemarketingSetUpGuide

§ WordstreamEverythingYouNeedtoKnowAboutRLSA

§  SocialMediaExaminerFacebookDynamicProductAdsSetUpGuide

§  SEL–10CommonMistakesSettingAudiencesinAdWords

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