sascon - remarketing intro
TRANSCRIPT
Remarketing Introby Paul O’Connor
The audience age
• Until recently, brands controlled which channels they used to communicate & trade with customers
• Now, consumers in the digital world have complete freedom of movement
• We don’t control the journey they choose• They can’t be corralled into channels
• However, this also means they are out in the open
• Findable and trackable• Each step in a customer’s digital journey
leaves a trace and sends a signal
“A journey is like marriage. The certain way to be wrong is to think you
control it”
- John SteinbeckTravels with Charley (1962)
What is remarketing?
How remarketing works
• The power of remarketing lies in
Audience Segmentation
Creative Execution
How search/display remarketing works…
User Visits Website
• Cookie downloads to their device
User Creates Basket &
Exits
• Planner targets users who abandoned basket across appropriate channels/networks
User sees relevant ad
• User (hopefully) buys!
Use remarketing to extend communications & build lifetime value
Remarketing formats• JavaScript tag in footer• User lands on site & is cookied• Can segment cookie pool based on how they interact with a site• If user visits a site with ad inventory, advertisers can bid for their ad to show
Site
• Text ads• Segment based on lists in Google Analytics• Pay more for audiences that generate a stronger ROISearch
• AKA ‘similar users’ if done via Google (not really remarketing)• Looks at users who have a similar web profile to that of your existing customers
and targets them with display adsLookalike
Remarketing formats• Retention tool i.e. abandoned basket follow-up• Good reason to be collecting email addresses from site visitors• Forrester study shows can deliver 4x more revenue than ‘general’ email marketingEmail
• AKA ‘data onboarding’• Anonymised email or mailing list translated into online segments and matched with the online
audience via cookies• These cookies can then be tracked, and the previously un-reachable customers targeted• Users do not have to visit a website to be targeted
CRM
• Facebook real-time bidding exchange (FBX)• Select group of retargeting vendors can retarget cookied users via Facebook, based on a
consumer’s browsing and search history• Twitter – remarketing via promoted tweets• AdRoll – third party platform that offers a one-stop interface
Social
The power of remarketing lies in• Segmentation
Identify subsets of users who are most valuable to you Use segments to build up custom audiences & bid for these groupings
individually to maximise ROI
• Iterations Segmenting your audience is the first step Next is to ensure you are speaking to these segments in the right way
Remember….
Segmentation
‘Creative’ isn’t a noun
Some examples of common, simple segments:• Abandoned Cart
Around 75% of baskets are abandoned before completion These people represent your best opportunity for incremental revenue Think carefully about the ‘hook’. Discounting an existing basket can simply
erode margin
• Champions Create an audience for higher-value prospects – x% over AOV, for instance Specific comms for these high-value groups can assist advocacy and
retention
• Cross-Sell Sold lots of umbrellas? Target the same people with a raincoat!
Simple segmentation
Why remarketing?
Acquisition vs Retention
• Retained customers spend 5x more than a new customer
• It costs 4-10x more to find new customers than retain an existing one
• Retention drives sustainable revenues & advocacy
Some truths about acquisition & retention…
Why it’s important…
• Only 2% of all web traffic converts on the first visit– The user journey is non-linear & complex– We can’t control the journey
• 75% of shopping baskets are abandoned
Barriers
• What’s in it for me? Give them a reason to care about your
product If you can pre-empt and answer this
question for the consumer, you are likely to have a more effective campaign
• Value proposition Discounting off an abandoned basket is a
common approach However, users are getting wise to it and it
may lead to erosion of your own margin
• Time Bound Use a time-sensitive message to create
urgency % off your next purchase – valid for x days
Remember…
• Use RLSA to deliver time-bound messaging to your target audience
• Split RLSA into own structure
• Don’t just set a bid upweight for returning visitors
• Remember that you need at least 1,000 in a list for RLSA to work
Time-bound messaging in AdWords
• Allows you to specify how many times a user is exposed to an ad before they are removed from the cookie pool
• Use time to convert analysis in GA to help inform frequency caps
Save money Prevent negative brand
associations
Frequency capping
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