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RULE 2014 WITH RLSA & RETARGETING

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Presenters

• Susan Waldes– Director Of Client Services at 3Q Digital

– 15 Years Experience in Digital Marketing

– @suzyvirtual

• Carrie Albright– Account Manager at Hanapin

Marketing.

– Blogger at PPC Hero and Hero Conf 2014 speaker

– @Albright_C

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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Common Remarketing Problems

• Don’t be creepy! • Institute appropriate frequency caps• Use a kill pixel (i.e. exclude converted users)• Use appropriate cookie lengths• Don’t use creepy messaging

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Common Remarketing Problems

• Other Common Issues• Bid high enough• Make brand prominent in creative• Use the right level of segmentation• Don’t forget text ads!• Don’t forget mobile!

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Audience Strategy

➶ Who to include?• Site interaction Topic• Site engagement Number of pages visited• Conversion process Arrived on contact/shopping cart page but

not completed process➶ Who to exclude?

• Converted visitors• Careers page• Service/Repair/Tech support page

➶ Time length• Sales cycle• Recurrence of need (E-Comm)

Ex. Shoe shopping

Hot Topic

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Audience Strategy - Advanced trick➶ Stagger your exposure

1. Create ad groups for visitor frequency Contact Page 7 Days Contact Page 2wks Contact Page 4wks Contact Page 8wks

2. Set frequency caps for each ad group, such as 3x/week

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Audience Strategy - Advanced trick

➶ Setting your frequency capping in a tier allows you to emphasize the visitors who’ve most recently joined your Remarketing list, while still showing to the longer-term audience.

➶ Similarly, this can be done in an inverted fashion for those products or services that are repeated over a longer period.

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The Right Segmentation

•CPL campaigns – start with visits excluding conversions

• eComm – start with visits (Categories if you have many), Carts and Sales

•Branding – start with visits

Should I Use Hyper-Segmented Audiences?The universal remarketing pixel caused a rush to hyper-segmentation. Instead, start more general and hone in as your data leads you – both for URLs and cookie lengths. Over-complexity keep things from getting off the ground in the early stages.

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Frequency capping strategy

What’s effective remarketing?

When is it just annoying?

When you do actually start to lose on your efforts?

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Frequency capping strategy

➶ Pulling a Reach & Frequency report

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Frequency capping strategy

➶ Setting frequency capping➶ What is the ideal exposure per day/week/month?

Maximum marginal benefit = Your ideal cap

Greatest CTR & CR efficiency

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Frequency capping implementation

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Live Poll Question #3

What's your biggest deterrent from remarketing?#thinkppc

a) The technical setup

b) The Campaign setup

c) Creating audience lists

d) Generating the right ad copy

e) Convincing the client of its value

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RLSA Strategies - Exclusion

Exclusion: Don’t waste money on leads you are already nurturing via excluding converted users from seeing ads!

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Other RLSA Strategies

• Bidding• CPA on new users vs. ROAS on existing• Aggressive competitor bidding• Return visits are typically more valuable – Bid Up

• Messaging: Offers to get the user to pull the trigger• Budget Allocation: Allocate budget for new customers only• Keywords

• Head terms on returning users• Really broad intent terms like “gifts”• Consider dynamic search ads for ecomm sites with lots of SKUs or

other high-content sites• Match Types: Loosen match types on returning users

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Dynamic Remarketing

• “What are they” in 30 words or less

• When do you know it’s time for Dynamic Remarketing?

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Dynamic Remarketing

➶ So you kinda know how these ads work, right?• What does it take technically?

- Adaptation to your current Remarketing code• What does it take in the interface?

- New campaign, new ad groups, and best of all - new ads!!

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Dynamic Remarketing

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Dynamic Remarketing

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I Want More! What Next?

• Similar Users: Works best if you have a fairly clear demographic – make sure to create audience from conversions

Clicks Impressions CTRAvg. CPC Cost

Avg. positi

on Conv CPL CVR

Visitors That Didn’t Convert 23,350 19,662,373 0.12% $2.00 $46,805.33 1.2 531 $88.15 2.27%

Similar Users 9,527 13,809,853 0.07% $2.38 $22,670.83 1.2 312 $72.66 3.27%

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I Want More! What Next?

• Search Companion: Great in B2B and very expensive search auctions• FBX: Reco through AdRoll

CTR CVR CPL

Regular GDN 0.16% 0.10% $712

Regular Remarketing 0.26% 0.49% $613

Search Companion 1.05% 0.57% $370

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Creative alternatives to remarketing

• What to do when Remarketing just doesn’t work?

• What if your client just doesn’t “get it?”

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Creative alternatives to remarketing

Display campaign

Product Brands

Top Converting Brands

Contextual keywords for Brand Topics about Shopping

Interest in Apparel

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Live Poll Question #4

a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)

b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month)

c.) No Thanksd.) Both

Would you like help with your PPC accounts and management? I’m interested in:

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

3Q Digital Feedback: hillary@3qdigital.com