CONVERSION DAY 2014

Tips & tricks for more effective remarketing

#ConversionDay

HI…….MY NAME IS @WOUTERSCHIKHOF

#ConversionDay

Before we start…

Remarketing Retargeting

#ConversionDay

Before we start…

Remarketing is a form of online targeted advertising by which online advertising is targeted to consumers based upon their previous Internet actions in situations where these actions did not result in a sale or conversion.

Retarge'ng  

#ConversionDay

How it works…

#ConversionDay

...% of the visitors buy on the first visit?

Pop Quiz

Only 2%!

#ConversionDay

The customer journey

(            )  

Consideration Rational purchase drivers are weighed against emotional purchase

drivers.

Orientation Search and browse.

Discover Trigger interest and

build up emotional affection

Convert Store locator

Buy online

Advocacy Share purchase

Share experience.

Awareness Drive Brand or Product Awareness

Retargeting messages should focus on the customer’s mind set

in each step.

#ConversionDay

The shoe-hunt journey

#ConversionDay

The shoe-hunt journey

(            )  Starting point of my journey!

#ConversionDay

Orientation - Browsing

#ConversionDay

Orientation - Browsing

“all court” or

“pure gravel”?

#ConversionDay

Orientation - Browsing

•  Price, •  Brands, •  Type •  Colours, •  Collection….

Browsing – not buying!

First selection based upon rational selection criteria.

•  Switch product and category pages -> high page depth!

•  Higher average time spend,

•  No order (yet)

#ConversionDay

Tip 1 – Segment your audience

(            )  

Browsers

Customers

Cart abandoners

Shoppers

•  Category page visits,

•  Page depth > 3,

•  Average TOS

•  NB of visits •  Product page

visits, •  Goals (events?) •  Page depth, •  Average TOS

#ConversionDay

Tip 1 – Segment your audience Segments in Google Analytics allows you to create custom segments.

#ConversionDay

Tip 1 – Segment your audience

And import these as Remarketing lists!

#ConversionDay

You should use Google Analytics Smart lists for Remarketing. Papa

Smurf says these automated list are a very powerful!

Tip 2 – GA Smart Lists

#ConversionDay

Tip 2 – GA Smart Lists

•  Powered by anonymized data from millions of GA accounts •  Uses signals such as:

•  Page depth, Visit duration, Device, Traffic source •  Requires-> min 500 e-commerce transactions / 10k daily page views. •  Combine smart lists with conversion optimizer in Adwords -> Target CPA or ROAS goal.

Automate remarketing campaign management through GA (09/04/2014)  

#ConversionDay

Tip 2 – Analyse visitor profile

Affinity categories Affinity categories are build on Interest categories, recency and frequency data. They aim at segmenting your visitors in 80 lifestyle segments.

Use Demographic & Interest reports in GA* to build customer profile.

*requires a small change in tracking code and we recommend to update your privacy policy!

#ConversionDay

Tip 2 – Analyse visitor profile Demographic data Details on target audience characteristics and the most valuable segments

#ConversionDay

Tip 2 – Analyse visitor profile Affinity categories Which “audience types” (lifestyle) are more likely to convert

Target your campaign!

#ConversionDay

Consideration - Shopping

#ConversionDay

Consideration - Shopping

Brand preference (emotional purchase driver) is triggered and

weighed against rational purchase drivers – results into a short list!

#ConversionDay

Consideration - Shopping

Practical or

Status?

#ConversionDay

Tip 3 – Increase ad relevance

#ConversionDay

Tip 3 – Increase ad relevance 1.  Use affinity segments to target your audience better advertise at the right places!

o  Advertise on websites and topics that appeal to your target audience!

2.  Think in scenarios and adapt your message in Search (RSLA), Display and Dynamic Remarketing! o  Browsers

o  Low purchase intent BUT future potential! o  Remind them of you and why they need to buy with you, o  Offer a mini-conversion!

o  Shoppers o  High purchase intent, o  Convince them of (the product’s) USP’s or push a promotion?

o  Cart abandoners / Funnel drop out o  Incentive ( Free shipping? / Reduction / Coupon?

3.  Don’t forget frequency capping!!

#ConversionDay

Tip 3 – Increase ad relevance - Example

≠

#ConversionDay

Tip 3 – Increase ad relevance - Example   Stage 1 – Orientation – all visitors of promotions.carbrand.be ◦  Target all visitors that visited the website but did NOT consult specific Model page, ◦  Diffuse the promotional campaign banner, ◦  Call 2 action: « Benefit for the Early Bird discounts now! ».

  Stage 2 – Consideration – visitors of promotions.carbrand.be/model (not converted) ◦  Target all visitors of a specific Model Page (no brochure download or test drive) ◦  Diffuse a banner of the model and one similar model that is bought by the same segment with urgency message.

« Special Conditions on XXXX until xx/xx/2013 » ◦  Rotate simultaneously with banners that repeat the model’s USP’s (safety, maintenance, eco-friendly, design), ◦  Call 2 action: « Do not miss out, visit your dealer now! »

  Stage 3 – Funnel Drop out - Test Drive Form (not converted) ◦  Target all visitors of « http://form.carbrand.be/ ◦  Diffuse a banner of the model and one similar model that is bought by the same segment with urgency message.

« Special Conditions on XXXX until xx/xx/2013 ». ◦  Rotate simultaneously with banners that repeat the model’s USP’s (safety, maintenance, eco-friendly, design), ◦  Call 2 action: Test me now!

#ConversionDay

Tip 4 – Dynamic remarketing   Set up in 5 steps:

1.  Connect your Adwords account to the Merchant Center, 2.  Create a dynamic remarketing campaign in Adwords, 3.  Get your remarketing tag in the shared library, 4.  Implement and verify, 5.  Adapt your privacy policy!

  Tag sends data to Google to use for remarketing:

◦  Page type (home / category / product / search / cart), ◦  Product ID’s, ◦  Product value, ◦  Or custom data such as -> Customer type (new/returning /

top visitors),

#ConversionDay

Tip 4 – Dynamic remarketing

  Google Adwords automatically creates the following remarketing lists for you!

#ConversionDay

Tip 4 – Dynamic remarketing   Dynamic ads are automatically created based upon product information of the Merchant center!

  Manage settings in Adwords:

o Use text, display or both, o Specify the layout for image ads,

#ConversionDay

Tip 4 – Dynamic remarketing   Create custom audiences

Remarket cart abandoners with a basket value greater than 50€ and less than 100€. Exclude buyers of

course.

Remarket visitors of a specific product page.

#ConversionDay

Tip 5 – Extend your reach

Retargeting

Advertisers

Ad Exchanges Doubleclick Rubicon Microsoft Improve Digital Appnexus Facebook

Publishers (websites)

#ConversionDay

Tip 5 – Extend your reach   Implement a smart pixel and build your audiences like in Adwords

#ConversionDay

Tip 5 – Extend your reach

#ConversionDay

Tip 5 – Extend your reach

#ConversionDay

Food for thought – Remarketing & Awareness

Build remarketing audience (viewers)

Support Awareness Remarketing your YouTube audiences

Thema&c  targe&ng  Second screen synergy YouTube ads are diffused and outlined with the offline (TV)

Remarket viewers with Display on

(relevant) websites

Drive visibility with viewers

that were exposed to your video

Audience leaves channel

Clicks to visit the website

Optimize for visibility and

traffic

#ConversionDay

Food for thought – Remarketing & Discovery

Remarket audience

Audience leaves page

Optimize for visibility and drive

traffic

Free case study download!

#ConversionDay

Food for thought – Remarketing & Orientation

Remarket audience with

incentive

Audience leaves page

Optimize for visibility and drive

traffic

#ConversionDay

Take-aways 1.  Segment your audience – Think of your sales cycle!

2.  Build a user profile – Use Google Analytics Reports

3.  Apply both or these to target your audience and tailor your message!

4.  Test dynamic remarketing on custom segments -> cart abandoners!

5.  Extend your reach -> exclude GDN when working with third parties!

#ConversionDay

Finally, I bought…. But not with Zalando!

#ConversionDay

Thank you!

KNEWLEDGE LUXEMBOURG

4 , RUE D ’ARLON

L -8399 WINDHOF

KNEWLEDGE BELGIUM

WITTE PATERSSTRAAT 4 4 , RUE DES PÈRES BLANCS

B-1040 BRUXELLES

wouter@knewledge.com