pro remarketing techniques you can implement now

Pro-level Tips for

Succeeding at

Retargeting

Jay Stampfl, 3Q Digital


Tools & Tags

Funnel and Business

Strategy

What to Watch For

Action Item!Watch for me through the presentation

Retargeting Importance


Different Tags– Barriers to Entry

Adwords

•Adwords Remarketing

•One Tag across all pages

•RLSA compatible

Youtube

•YouTube Remarketing

•Needs Video Assets & Youtube Channel linked to Adwords

Google Analytics

•Google Segments Remarketing

•Upgrade Existing Classic GA Tag (Not the Universal)

•Link Google Analytics to Adwords Account

Dynamic Remarketing

•Updated Merchant Feed

•Modify Adwords Tag with additional Parameters

Action Item!Choose what tag/tags will work for your business

Recent Update!


Another compelling case to switch to Google Analytics Tag as of yesterday

KNOW

YOUR

SALES

CYCLE


Conversions and Consumer Behavior


Shallow Heavy

40 % Day 1 difference!

Conversion Time Tag

Revenue Increases with Time

Cookie Window?

Seasonality and Promotions


Action Item!Know your Average Click to Conversion Numbers

Timing vs. Engagement

0 to 3 Days 4 to 7 Days 8 to 14 Days 14 to 30 Days

Visitors 5 4 3 2

Category page 6 5 4 3

Product Page 7 6 5 4

Shopping Cart 8 7 6 5


Action Item!Create lists and combine lists to reflect your funnel

Creative Promotions/Funnel

Segmentation is going to show how different parts of the funnel are

going to be more important.


These lists can be layered other with GDN

or Search Campaign targeting (RLSA).

Place one tag across entire site and build

lists with AND/OR Logic

Be creative with how you set definitions.

UTM? Custom Combinations? Etc.

AdWords Remarketing Tag


RLSA Performance

•Visiting the site alone is a powerful qualifier.•Scale is significantly lower


Expand Search Remarketing

•Combine Dynamic Search Ads and Broad with RLSA for scale + relevancy•Competitor terms•Open up match types to grab that extra volume


Action Item!Make sure that your RLSA campaign is not a mirror of your regular search campaigns


Break out new campaigns that target different parts of your funnel. The search intent is going inform where the user is in the buying cycle.

Strategy:Conversion Rate DecayPromotions Reduce Avg. Time Lag

• Limited Time Only!• See What’s New!• 15 Percent off

Creative Differences

Action Item!Test different messaging. Take that user information and apply it in the copy.

What type of click are you?

• Same list can different behavior in different parts of

the account

Brand Visitors and Converters 22.78$

Brand Total 13.38$

Non-Brand Visitors and Converters 62.06$

Non-Brand Total 100.04$


Informational ? Navigational ? Transactional

GDN and Remarketing Layering


AdWords Lists

Google Analytics

Dynamic Remarketing

Regular Display

Targeting

List Demographics


Within one ad group you set:• Remarketing: Target and bid• Topics: Bid only

Target and bidYour ads are eligible to show to every user in your list

Bid onlyAdjust your bids up or down depending on the content of the webpage

Modify Your Bids for Context

Remarketing Topics+25%


Use GDN to Farm User Information


Behavioral Thematic

Action Item!Superimpose additional “bid only” Targeting in your

Remarketing Display

Google Analytics – Visitor Segments

Able to define set sequences

Revenue AOVMultiple

Purchasers

All GA sources/filters

GA A/B Test! Time on site Bounce Rate

All channel sources

AOV Many more!


Over +250 metrics to fold into list criteria

Advanced GA Audience Segmentations

Time Spent on Site• Visitors that Bounced/Did Not Bounce• Spent <1 Minute on Site• Spent 1-5 Minutes on Site

Other • Geo-Specific Lists• Referral Source Lists (Ad Clickers etc.)• Began filling out a form but did not finish• Hour of day/Day of Week• First time visitor• Visitor Buckets

Combine various audience segments for more granular targeting


•Requires merchant feed• Creative Management •Use an offer


Dynamic Remarketing

Dynamic Remarketing- Advanced

Recommended product IDs

Product Category

Product Value

Product Quantity

Visitor's Age

Visitor's Gender

Visitor has an account

Customer Quality Score

Visitor Repeat Purchaser

Visitor Loyalty Score

Visitor High Spender Score

By Jay Stampfl, 3Q Digital

YouTube Remarketing

Dual Targeting methods• Can target lists already created in YouTube

• Create a new GDN list based on viewing a video

24 By Jay Stampfl, 3Q Digital

Cannibalization and Other Things to Worry About


Upper Resolution Caps


Action Item!Gauge Impact of High segmentation

What do we gain?


Use the Bucket segment to create an arbitrary

Control Bid

14 % more conversions

4k more cost

Scale vs. Efficiency

Remarketing Efficacy

$162,416 v. $214,603

$48,725 v. $64,381

$29,251 v. $34,408

+$5,158

Higher Bids on RLSA Works!


Revenue

After Product Margins

True Profit

RLSA Value over Reg.

Action Item!Find true value of Remarketing

Overview and Goals

Action Items!


• Choose what tag/tags will work for your business

• Know your Average Click to Conversion Numbers

• Create lists and combine lists to reflect your funnel

• Break out your RLSA, Expand Match Type

• Test Different Messaging.

• Add “bid only” Targeting Remarketing Display

• Gauge Impact of Segmentation!

• Find true value of Remarketing

Thank You!

Jay Stampfl

[email protected]


Overview and Goals

Appendix

Exclude converters from branded in RLSABid up on past visitorsBroaden your targets when qualified by rmktingUse promotions to catch disengaged Create lists using Facebook demographicsTime your advertising to be line with trials or repeat purchasesFind out where in the funnel conversion rates rise or fall then optimizeAverage Order value segmentsUse dynamic remarketing to do cross product promotionA/B using GA visitor segmentationSimilar Users layering


pro remarketing techniques you can implement now

Marketing

3q digitalaction

jay stampfl

combine lists

find true

average click

tag

funnel

rlsa