remarketing - best practise
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Remarketing
Presented by: Jim BanksDirector of Paid MediaGroove - @gotgroove
http://www.gotgroove.com
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What Am I Covering…• The Different Types Of Remarketing Available• Best Use Of Each Type• How To Setup Dynamic Remarketing• How Not To Be A Creepy Remarketer
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Types Of Remarketing• Bid Only• Target & Bid• Dynamic • Bing/Facebook/3rd Party (Criteo, Perfect
Audience, Adroll)• Negative
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Bid Only• Keyword Based• Modify Bid Based On List• Positive or Negative• Easiest To Setup• Easiest To Screw Up
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Bid Only – Best Practise
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Bid Only – Best Practise• 30 Day List (Shorter if your sales cycle is shorter)• Negative Past Purchasers (30 Days) - Bonus
Points If You Upload Your Customer List• Don’t Make Too Many Audiences
– All Users – 30 Days, Past Buyers – 30 Days, Abandoned Cart
• RLSA
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Target & Bid• Change Message Based On Previous Interaction
– Existing vs. New– More Broad Keyword with Target Restrictions– Different Creative– More Difficult To Setup– Often Setup By Mistake
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Target & Bid – Best Practise• Separate Campaign• Lots of Ad Groups With Different Configuration
– Topic, Affinity, Gender, Age, Keyword• Think Very Broad Keywords• Proportionately More Time To Setup So Plan For
That• GDN
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Dynamic• Lots Of Moving Parts
– Merchant Center Feed– Shopping Cart Configuration Anomalies
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Dynamic – Best Practise• High Quality Images• White Background• Include ALL products – even if you exclude in
Google Shopping• Setup Image, Text and Native separately
(unless time-strapped)
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Bing/Facebook/3rd Party• Bing has less traffic but easy to configure• Facebook – Most Interesting If Configured
Correctly• Conversion Events (Standard)• Custom Conversions• Use 3rd parties If Unable To Allocate Resource
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Bing/Facebook/3rd Party – Best Practise
• Invest Time In Facebook Pixel Setup• Why?
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Facebook Analytics For Apps (and Pixels)
• https://analytics.facebook.com/blog/announcing-cross-platform-analytics/
• 441 Likes On Post
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