An Introduc+on to Retarge+ng. How to Unlock Your Site s Hidden Audience and Sales with Retarge9ng

Transcription

1 An Introduc+on to Retarge+ng How to Unlock Your Site s Hidden Audience and Sales with Retarge9ng

2 Who We Are Mick Gibson Alex Holmes Director - MickG h5p://mickg.co.nz 9+ years AdWords Experience Founder & CEO - Y Audience h5p://yaudience.com 50+ Retarge*ng Campaigns Addi*onal Retarge*ng Resources: h5p:// h5p://retarge*ngforum.com

3 Everything You Need to Know to Drive Immediate Sales with Retarge*ng Example of Retarge*ng Success Retarge*ng Basics & Launch Retarge*ng Op*miza*on 1 Advanced Tac*c Revealed Retarge*ng Checklist

4 Retarge*ng Really Works! REAL report from Google AdWords: Spend: $1,500 Impressions: 1,543,860 Clicks: 2,296 Click Conversions: 63 Viewthrough Conversions: 453 Cost per Click: $0.65 Cost per Sale: $8 (a5ribu*ng 25% of view throughs)

5 Step 1: Retarge*ng Basics & Launch

6 What Is Retarge*ng? Retarge*ng is the process of serving ads to your past website visitors, around the web Retarge*ng Ad

7 Ways to Use Retarge*ng Brings lost customers back Offer different products to lost customers Introduce new products to current customers Keep your website top of mind We re Number 1! How about This Instead? Brand New! Happy Holidays!

8 Retarge*ng Companies

9 Get Started: Create a Retarge*ng Campaign with AdWords Create an Audience List Add Your Audience List to a NEW Ad Group Do NOT use any keywords with this new Ad Group!

10 Almost All Major Adver*sers Use Retarge*ng

11 Sample Retarge*ng Ad RETARGETING AD

12 Sample Retarge*ng Ad 2 RETARGETING AD

13 Sample Retarge*ng Ad 3 RETARGETING AD

14 Sample Retarge*ng Ad 4 RETARGETING AD

15 Sample Retarge*ng Ad 5 RETARGETING AD

16 Sample Retarge*ng Ad 6 RETARGETING AD

17 Sample Retarge*ng Ad 7 RETARGETING AD

18 Step 2: Retarge*ng Op*miza*on

19 How to Op*mize Retarge*ng Consider: #1 Audience #2 Crea+ve #3 Context

20 Create Nega*ve Audiences Restrict people from seeing your ad if they have already purchased your product

21 Create Audience Combina*ons ALL ONE OR MORE NONE OF THESE

22 Contextual Op*miza*on Bid More to Show Your Ads Where They Perform the Best

23 Track Viewthrough Conversions Defini+on: View- through conversions tell you how many people converted aler seeing your ad, without clicking on your ad CLICK-THROUGH TOTAL: 63 VIEW-THROUGH TOTAL: 380 Tip: Use a short latency window when tracking viewthrough conversions

24 Use Mul* Channel Funnels in Google Analy*cs Make sure you check out Analy*cs rela*vely NEW mul*- channel funnels

25 Use Mul* Channel Funnels in Google Analy*cs Gain visibility to a5ribu*on i.e. how retarge*ng AND other channels contribute to sales/ conversions

26 Use Mul* Channel Funnels in Google Analy*cs Retarge*ng campaigns olen contribute to sales without being the final traffic source

27 Ensure Privacy Policy IS updated - Third party vendors, including Google, show our ads on sites on the internet. - Third party vendors, including Google, use cookies to serve ads based on your prior visits to this website. - You have the op*on to opt out of Google's use of cookies by visi*ng the Google adver*sing opt- out page. h5p:// Alterna*vely you can opt out - opt out of cookies by visi*ng the Network Adver*sing Ini*a*ve opt out page. (h5p:// opt_out.asp)

28 AdWords is Just the Beginning Easy to Setup Transparent Access to 98% of People on the Web

29 How to Get Be5er Clickthrough Rates with Retarge*ng Campaigns Use ads that speak to your audience NOT OPTIMIZED: OPTIMIZED:

30 How to Create Quality Banner Ads More banner ad development resources at Retarge+ngForum.com

31 Step 3: Advanced Retarge*ng Tac*cs 23 Advanced Retarge+ng Tac+cs coming soon to hup:// Register for the EARLY BIRD SPECIAL

32 Advanced Retarge*ng Tac*c: Tes*monial Retarge*ng

33 More Advanced Retarge*ng Tac*cs Newsle5er Retarge*ng URL Retarge*ng Blog Retarge*ng Facebook Retarge*ng Partner Audience Retarge*ng Seasonal Retarge*ng Signed- in User Retarge*ng Paying Customer Retarge*ng h5p://

34 = Retarge*ng Checklist + Cheat Sheet LAUNCH Use More than One Retarge*ng Tag Use at Least One Nega*ve Audience Privacy policy is updated Conversion codes set- up and in place OPTIMIZE Run Mul*ple Ads per Campaign Bid Separately for Image and Text Ads Frequency Cap Your Campaigns TRACK WHAT IS RETARGETING HOW RETARGETING WORKS # 3 RULES TO RETARGETING SUCCESS # 5 TIPS & TRICKS TO HELP YOU GET YOU STARTED WHY RETARGETING WORKS!! # 1 AUDIENCE!! Create segmented audience lists based on behavior & interests i.e. use your website s different pages/sections to build different audiences.!! # 2 CREATIVE Connect with each audience with specific messages that speaks to them i.e. create ads that reflects who your audience is, as well as their needs.!! # 3 CONTEXT Talk to each audience when & where they're most receptive i.e. schedule and display your ads at specific times and in specific places. AUDIENCE + CREATIVE + CONTEXT = SUCCESS! Make Sure You Are Tracking View- through Conversions Watch for increase in DIRECT and ORGANIC searches of URL/ Brand Retargeting is the process of showing ads to people who have already visited your website so as to get them to return & do business with you!!!!use More than One Retargeting Code on your website s pages to allow you build more targeted lists for ads (i.e. men s shoes, women shoes etc.)! Create Negative Audiences. Use existing success pages to restrict showing ads to people already customers. Or show them different ads!! Start by using AdWords Remarketing. Use a fresh campaign, keep image & text ads in separate Adgroups. DON T add any keywords!! Don t Over-Saturate your Audiences. Use: Frequency capping, different versions and sizes of ads, + time scheduling to keep things fresh.!! Track and Measure. Ensure you have conversion tracking in place to measure both direct conversions (from clicks) but also indirect viewthrough conversions (from visitors returning to your site by own means) MORE INFO?.. GET YOUR (FREE)..! Gives you more time to convert visitors! Keeps your website top-of-mind! Very targeted! No opt-in required! Few competitors! Turn On/Off # 7 ADVANCED TACTICS + MORE!! Document Retargeting! PR Retargeting! Time-based Retargeting! Launch Retargeting! Mobile Retargeting! Retargeting! Partner Retargeting PLUS other Retargeting thehiddenaudience.com RETARGETING PROVIDERS =! AdWords! AdRoll! Retargeter + more

35 Retarge*ng Repor*ng Tips Op*mize Retarge*ng Campaigns by: Context Crea*ve Geography Time of Day Day of Week Device

36 Retarge*ng Extra Learnings More Discussions at Which Companies Use Retarge*ng? How Do I Setup My First Campaign? Which Ad Network Should I Use for Retarge*ng?

37 Thanks! Get in Touch Mick Gibson Alex Holmes Director - MickG h5p://mickg.co.nz 9+ years AdWords Experience Founder & CEO - Y Audience h5p://yaudience.com 50+ Retarge*ng Campaigns Addi*onal Retarge*ng Resources: hup:// hup://retarge+ngforum.com