how to integrate google adwords remarketing to improve the overall performance of your internet...
DESCRIPTION
This presentation explains remarketing and takes webmasters through the steps they need to take to successfully integrate the channel into their overall web marketing strategy. Originally hosted by Matt Wood, Head of Search at SEO Positive at Internet World 2012.TRANSCRIPT
Integrating Google Adwords Remarketing Campaigns To Improve
The Overall Performance Of An Internet Marketing Strategy
@seopositiveltd
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Agenda
What Is Google Remarketing?
Why Use Remarketing?
Define Your Buying Cycle
Create Your Remarketing Campaigns
Test Your Remarketing Lists
Tailor Your Creatives
Create & Test Your Message
Explore Advanced Settings
Measurement & Reporting
Case Studies
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
What Is Google Remarketing?
Targeted Interest Based Advertising
Advertising To People Who Visited Your Site
Runs on Google’s Display Network (80% Of All Websites Worldwide)
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Why Use Remarketing?
Cross Sell & Upsell
Promote Brand Awareness
Encourage Users To Revisit A Site To Complete A Transaction
Lower CPC & CPA Compared To The Search Network
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Define Your Buying Cycle
What Are The Buying Steps For Your Business Model
Timescales
Lead Nurturing
Know Your Competition
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Create Your First Campaign
Create a Campaign Targeting Display Network
Create First Remarketing List
Embed The Code Into Relevant Pages
Create Custom Combination Lists
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
How In Depth Should Your Lists Be?
Prioritise Your Products / Categories / Services
Focus On Areas That Receive The Most Traffic Or Hold The Most Value First
Setup Broader Lists For Less Frequented / Value Areas Of Your Site
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Points To Bear In Mind When Creating Remarketing Lists
Membership Duration
Custom Combination Lists
Use Themed Lists (Product Categories, Homepage, Shopping Cart)
You Need 100 Visitors In Your Remarketing Lists To Activate The Campaign
Use Negative Lists To Avoid Irrelevant Audiences
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Test Your Remarketing Lists
Use Text Ads To Quickly Create Multiple Ad Variations
Create Banner Ads Based On The Most Effective Text Ads
Plan Your Ads In Advance
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Tailor Your Creatives For Each Remarketing List
Be Relevant To The Audience To Which You’re Marketing
Have The Same Look & Feel As Your Site
Have A Compelling Call-To-Action
Do Not Use Inappropriate Calls-To-Action
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Create & Test Different Formats Of Your Message
Use Google’s Display Ad Builder To Keep Costs Low
Plan Your Ads In Advanced
Create A Compelling Call-To-Action
Relevancy Is Key
Send The Right Message (Discount Codes, Tailored Offers)
Be Creative
Text Adverts Image Adverts Flash Adverts Video Adverts
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Explore Advanced Settings
Conversion Tracking
Conversion Optimiser
Frequency Cap
Ad Scheduling
Use Negative Targeting To Exclude Certain Websites
Mix & Match With Contextual & Topic Targeting
Split Test: Media, Landing Pages, Max CPC, Remarketing Lists
Block IP Addresses (i.e. Your Office)
Create A Separate Campaign For YouTube
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Measurement & Reporting
View Through Conversions
Click Through Conversions
Conversions (1 Per Click / Many Per Click)
CPC / CPA
User Behaviour (Google Analytics Stats):
- Time On Site / Bounce Rate / Page Reviews
Encourage Visitors To Come Back To The Site & Fill The Lead Form At A Lower Cost
Case Study
Objectives
Our Approach
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Custom Combination Lists
Negative Targeting
Frequency Capping
Designed Variations Of Image Ads
Split Testing
Case Study: Results
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
50% Lower Cost Per Conversion Compared To Search Campaign
High Level Of View Through Conversions (Improved Brand Awareness)
60% Lower CPC Than From The Search Campaign
Case Study
Objectives
Our Approach
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Custom Combination Lists
Membership Duration
Negative Targeting
Ad Scheduling
Frequency Capping
Design Of Variations Image Ads (For Samples & Actual Sales)
Split Testing
Increase The Amount Of Sample Purchases
Increase Online Transactions From Samples To Actual Sales
Case Study: Results
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
CPA For Sample Orders: 50% Lower Than Search
Buying Cycle Was Shortened By 1 Week
Actual Sales Increased By 30%
Establish Your Goals Early
Tailor Your Campaign To Your Audience
Use The Tool’s Functionality To Your Advantage
Summary
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Presented by Matt Wood Head of Search, SEO Positive Ltd
Stand E5040
Tel: 0800 088 6000
Email: [email protected]
Web: www.seopositive.co.uk
@seopositiveltd
Any Questions?