rethinking remarketing
DESCRIPTION
Erin Sagin's PUBCON 2014 Presentation on Advanced Remarketing StrategiesTRANSCRIPT
Rethinking Remarketing
Erin Sagin, @erinsaginWith the help of Mark Irvine, WordStream’s resident Data Scientist
@erinsagin
Meet Erin• Customer Success Manager at
WordStream in Boston, MA
• Has specialized in Paid Search for 3 years
• Team consults for over 2,000 accounts
• When I’m not working, you’ll find me hula hooping, vacationing in the Caribbean and binging on reality TV
@erinsagin
@erinsagin
Tip #1: Be Creepy
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@erinsagin
@erinsagin
Users are 76% more likely to click on a remarketing
ad!
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@erinsagin
Non-Remarketing Ad
Remarketing Ads
A remarketing ad is more likely to be clicked,
even if the user has seen it 6 times before, than a brand new, non-
remarketing ad!
Epiphany #1: Set your
Impression Caps to Unlimited.
@erinsagin
@erinsagin
Daily Impression
Cap
Average # of Impressions
Delivered
2 1.21
3 1.54
4 1.75
5 1.87
6 2.07
7 2.12
8 2.14
Unlimited 3.71
Ads are almost never
served to their full
impression cap!
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@erinsagin
9:15AM: Coffee Break• User shops online and puts item
in cart• Interrupted before completing
purchase• Cookied and added to
remarketing list with impression cap of 2
12PM: Lunch Break• User returns online to browse
email• Served one remarketing ad• Returns to work
3PM: Afternoon Break• User goes online to read the
news• Not served second
remarketing ad, as Google assumes she will return online later in the day
5PM: Workday Complete•User packs up and heads home for the day•Google never had the opportunity to serve another ad and the impression cap of 2 is NOT met
The Display Network is Competitive
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22% at BEST
It is safe to set your caps high!
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What’s the moral of the story?
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Tip #2: Be Everywhere
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14 Ad Formats on Google Display Network
Not all ad
formats have the
same reach:
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But the same formats still do!
Different ad formats don’t compete.
Epiphany #2: Utilize all ad formats and
sizes.
@erinsagin
@erinsagin
It’s Easy!
• AdWords Ad Gallery, formerly the Display Ad Builder, allows you to create ad of all sizes for free.
• Don’t like the AdWords option? Try BannerSnack software or work with a graphic designer!
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Tip #3: Be Persistent
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But I’ve always been told to set short
membership durations to prevent
ad fatigue…
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@erinsagin
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@erinsagin
Yes, that’s $56…on ice cream. All thanks to remarketing.
Epiphany #3: Set Your Membership
Duration to 3x Your Average Sales
Cycle.
@erinsagin
@erinsagin
Pro-Tip!1. Head to Google Analytics.2. View Conversions Time Lag.3. Determine the time frame in which 95% of your
conversions occur. This should be your new Membership Duration.
30 Day Duration
!
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Let’s Recap!
3 Bold Steps to Boost Your Exposure
1. Be Aggressive Set Impression Caps to Unlimited
2. Be Everywhere Create Ads in All Formats and Sizes
3. Be Persistent Extend your Membership Duration to 3x Sales Cycle
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