slcsem - remarketing: using past data to take your marketing to 1.21 gigawatts
TRANSCRIPT
#SLCSEM Twitter: @SusanEDub
Remarketing: Using Data From the Past to Take Your Marketing to
1.21 Gigwatts!
#SLCSEM Twitter: @SusanEDub
Me.π 10 years in digital, including copywriting, editing,
email marketing, social media, paid search & displayπ Paid is my favorite (Sorry, other channels.)π Live in Dallas, TX (I complain about the summer for 5
months.)π Family: Husband, 5 mo. old girl, 3 cats, 1 dog (All
spoiled rotten.)π Disney World fanatic (Married there almost 3 years
ago.)π Sr. Manager at Clix Marketing
#SLCSEM Twitter: @SusanEDub
Back in my day, sonny…
#SLCSEM Twitter: @SusanEDub
Is this the extent of your strategy?
#SLCSEM Twitter: @SusanEDub
Remarketing is:
Right Audience
Right Offer/Mess
ageRight
Timing
#SLCSEM Twitter: @SusanEDub
Too many advertisers are asleep at the remarketing wheel.
#SLCSEM Twitter: @SusanEDub
Using methods that don’t fit.
#SLCSEM Twitter: @SusanEDub
Annoying visitors.
#SLCSEM Twitter: @SusanEDub
Until they’ve completely burned them out.
#SLCSEM Twitter: @SusanEDub
Let’s talk about how to not be that guy.
#SLCSEM Twitter: @SusanEDub
Plug into your business & its metrics
#SLCSEM Twitter: @SusanEDub
You know things about your business.
#SLCSEM Twitter: @SusanEDub
Or someone else does.
(…because Google.)
#SLCSEM Twitter: @SusanEDub
Then, there’s your audience.
What do your users do?
What do you WANT them to do?
#SLCSEM Twitter: @SusanEDub
You know things about your users, too.
#SLCSEM Twitter: @SusanEDub
And you know things about your buyers.
#SLCSEM Twitter: @SusanEDub
Now put on your marketing hat.
#SLCSEM Twitter: @SusanEDub
Form some selling strategies.π Strategic Incentivesπ Free Trialsπ Post-Purchase Add-Onsπ Deal-Closing Offersπ Upgrades
#SLCSEM Twitter: @SusanEDub
Form some audience segments.π Cart Abandonersπ Purchasers of X productπ Non-purchasers who visited X page
#SLCSEM Twitter: @SusanEDub
Hey. We could use this as the start of a blueprint.
#SLCSEM Twitter: @SusanEDub
Organize audiences, messaging & timing.
Length of Run
User Bucket Free Shipping DiscountNo offer, different
creative Exclude Include (translate to URL) Life of MessageViewed (x) page(s) x Purchasers Viewed Pricing/Features 30 DaysPurchased A: Add-on B x x Non-purchasers Purchased Product A 3 DaysFree Trial x Purchasers Signed up for free trial 5 DaysAbandoned Cart x Purchasers Viewed Cart Total 45 Days
Strategic Incentive URL Mechanics
#SLCSEM Twitter: @SusanEDub
“Setting up Remarketing feels complicated.”
Remember two things:1. Audiences2. Combinations of those
audiences
#SLCSEM Twitter: @SusanEDub
Audiences are somewhat baked in for you.
#SLCSEM Twitter: @SusanEDub
Audience Basics: Abandoned Cart
User Bucket Free Shipping DiscountNo offer, different
creativeAbandoned Cart x
Strategic Incentive
#SLCSEM Twitter: @SusanEDub
Combinations…you sorta have to figure out.
#SLCSEM Twitter: @SusanEDub
Got it? OK, now let’s build some customization.
#SLCSEM Twitter: @SusanEDub
Audience: Re-tapping purchasers
#SLCSEM Twitter: @SusanEDub
When you put them together you have…
#SLCSEM Twitter: @SusanEDub
Know What Users Will Need…And What They Won’t
#SLCSEM Twitter: @SusanEDub
#SLCSEM Twitter: @SusanEDub
Are the ideas flowing yet?Offline-specific URLs as their own audiencePromotions of add-ons/accessories to what user has purchasedPurchases that expire or are up for renewalFollow up for email sign-upHoliday timing to past purchasers and visitorsVisitors who came from a certain siteRefer-a-friend discounts for purchasers
#SLCSEM Twitter: @SusanEDub
Starting to see why this is addictive?
#SLCSEM Twitter: @SusanEDub
Good remarketing is about being relevant in every way possible to the users you have.
#SLCSEM Twitter: @SusanEDub
As in: Not
creepy. Or boring.
Or irrelevant.
Or ANNOYING
.
#SLCSEM Twitter: @SusanEDub
Rule #1: Timing
#SLCSEM Twitter: @SusanEDub
Know when to stop. Use “time to purchase” metrics as a guide.
Make many identical audience buckets with one difference: cookie life
Be thoughtful. Be specific.
#SLCSEM Twitter: @SusanEDub
Rule #2: Impression/Frequency Caps on Display
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Settings -> Advanced Settings
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Rule #3: Messaging
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Purchasing is a journey
Site visit
Ad creative addressing behavior or perceived
needs
User clicks
Landing page specific to ad message & user path
#SLCSEM Twitter: @SusanEDub
Rule #4: Relevance
#SLCSEM Twitter: @SusanEDub
Be specific about who you’re talking to
#SLCSEM Twitter: @SusanEDub
Go forth and rock out your remarketing