Speaker: Elizabeth Marsten, Director of Paid Search at CommerceHub | @ebkendo

1. Make Your Remarketing More Than an Echo
Elizabeth Marsten, Director of Paid Search
@ebkendo

2. @ebkendo
• Seattle, WA
• 10 years in the search industry
• PPC, Social, SEO, Analytics, Content
• Speaker: SMX Adv/East/West, Mozcon,
Searchfest, State of Search
• Author: Lynda.com, All in One Web
Marketing for Dummies
• And…
@ebkendo

3. New Mommy!

4. ASSORTMENT EXPANSION
EXPAND PRODUCT ASSORTMENT
BY CONNECTING TO, BRAND
MANUFACTURERS, DROP-
SHIPPERS & SUPPLIERS
DELIVERY
DELIVER AT MAXIMUM SPEED,
MINIMUM COST WITH OUR
NATIONAL NETWORK OF 3PL
PARTNERS, WAREHOUSES,
CARRIERS
SYNDICATE AND PROMOTE YOUR
PRODUTCTS ON NORTH AMERICA’S
LARGEST MARKETPLACES, RETAIL SITES
AND SEARCH ENGINES
DEMAND GENERATION
Connecting all Sources of Supply and Demand

5. Why Remarketing is Essential to Paid Search

6. The first time people look at any given ad, they don't even see it.
The second time, they don't notice it.
The third time, they are aware that it is there.
The fourth time, they have a fleeting sense that they've seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, "Here's that confounded ad again."
The ninth time, they start to wonder if they're missing out on something.
The tenth time, they ask their friends and neighbors if they've tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can't afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what is offering.
Thomas Smith: Successful Advertising

7. The Rule of 7
• 1930s Movie Industry
– Created to determine number of times needed for message to
“stick”
• Advancements in Ad Types
– Radio advertising
– Print (magazines – Fortune, Advertising Age)
• Additional Placements
– Sports
– Politics

8. Frequency & Force
“History: 1930s”, Advertising Age, September 15, 2003

9. Remarketing Going Digital = More Efficient
• Average CPC/CPA
– Lower on average, regardless of vertical
• Segmentation
– Ability to segment and target site behavior, demographics and lookalikes
• Removal and Suppression
– Ability to remove or bid down past converters or other low value behaviors
…and being “forceful” without being creepy or crazy

10. Why Didn’t They Buy in the First Place?

11. What Do You Want Them to Do Next?
» Buy
» Buy Again
» Continue a Conversation (awareness)
» Store Visit
» Engage (social share)

12. Choose the Remarketing Type
What you choose depends entirely on what you want the user to experience and how you want
them to act.
» Standard
 You set the message text and images, deciding which creatives go with which behaviors
» Dynamic
 Messages and images populate based on user’s past behaviors

13. Types of Remarketing by Channel

14. Google AdWords
» GDN Standard
» Dynamic on GDN
» RLSA (remarketing lists for search ads)
» Mobile Apps
» Video
Yes, there’s code that has to be implemented first, before you can really start to do much of
anything.
Dynamic remarketing requires a feed and Merchant Center, if you are
retail and doing product listing ads.

15. Google AdWords – Dynamic Product Ads

16. Google AdWords – Dynamic Quick Start

17. Google AdWords –Retail DPA

18. Google AdWords – Non-Retail Business Data Feed

19. Google AdWords – Non-Retail Business Data Feed

20. Overall Best Practices
» Don’t be afraid to use custom audiences or Smart Lists
 Major reseller, RLSA Smart List is out performing cart abandoners
» Use frequency capping
» Separate campaigns for text and image ads
» Test multiple ad layouts
» Watch out for defaults: US & Canada, Enhanced CPC, Optimized for
Conversions (you want this default)

21. Overall Best Practices
» Be sure to check the box…

22. Start Strong
» Ready to Go Lists – start here
 Cart abandoners
 Product viewers
 Converters (past buyers)
 Site visitors
» Use Managed Placements – for extra control
» Target & Bid vs. Bid Only – read this
» Use Optimize for Conversions – use Conversion Optimizer

23. Segmentation Ideas
» Segment audiences by abandoned cart amount, utilize ideal price points
» Set target CPAs for each audience, at the very least a different CPA for
remarketing overall
» Layer on demographic and interests to narrow automatic placements
with larger lists like “all site visitors”

24. Getting Buy In
» Tag Manager/development resources needed
» Potential image/brand issues
 Add a background to templates to customize a more “on brand” feel
» Dynamic Remarketing case studies from Google (ModCloth & Sierra)
» Increase conversions from cart abandoners post
» PPC Chat conversation

25. The AdWords Waiting Game
» For cart abandoners
 24 hours tends to have highest rate of return
 Everything else tapers off at various intervals after that
• Apparel, home goods, pet supplies, party supplies, beauty, electronics
How many days should you wait before remarketing?

26. Continue the Conversation with RLSA
» Bid on more generic/head term keywords
 But only to folks that have engaged with your site in some way already
 Show up on similar searches or bid on competitor names
» Exclude or bid down converted users
» Shepard behaviors to different landing pages
 Upsell, cross sell or renewals come to mind
» Highly recommended read: RLSA for Competitive Markets
SERP remarketing (not on the GDN) with keyword and PLA options and with integration in
Google Analytics.

27. RLSA & Dynamic Together

28. Facebook Dynamic Product Ads

29. Facebook Dynamic Product Ads
» Customer #1
 1200% ROAS
 350 products
» Customer #2
 1400% ROAS
 15,000 products
Taken at last click attribution (use with caution), Facebook DPA can have better ROAS than
Google DPA, but at a lower volume of conversions.

30. Facebook DPA - Audiences
» Abandoned cart
» Viewed product page
» Past purchases
» Keep track of where
 Right rail
 Newsfeed
 Mobile (and Mobile Audience Network)
 Structure campaigns so that you can bid by placement, product category and user
behavior
Very similar to Google in terms of types of audiences, but choice of placement matters!

31. Facebook DPA - Caution
» Still needs a first time engagement channel (SEO, PPC,
Social, Direct)
» Cannibalizes other channels with a last click attribution
 Seen it vary from 12-20% of Google PLA traffic
» Use your revenue numbers, not just Facebook’s
 Counts any click in the path that includes Facebook as a conversion
Unless you are also running Facebook Ads for awareness and traffic…

32. The Waiting Game
» What we’re seeing
 2 days generates the most revenue
 7 days is the second most
 28 days is third
 14 days generates the least
*Using 1 day click attribution for apparel and home goods
How many days should you wait before remarketing?

33. Tips & Tricks
» Have each placement (newsfeed/right rail) have it’s own ad set
 Structure campaigns so that you can bid by placement, product category and user behavior
 Type of ad varies by placement (size of image, amount of text, can be truncated for mobile for longer
headlines)
» Start bigger, narrow from there
 You need enough data to be able to
» Watch size of account/campaigns
 Too granular is just more to work to manage for a marginal improvement in return
» Power Editor is your friend
 Bulk actions: uploads, campaign creation, bid changes
 Revenue is in the Ad Manager UI
 But…stuff is always changing

34. When Remarketing Isn’t For You

35. When the Echo Fades
» Unable to add tags/code to website
» Fast/short sales cycle
» Really long sales cycle without proper tracking
» Privacy or sensitive verticals like mental health, 12 step programs, dating
» Conflicting page content (like on the GDN) for what you’re advertising
 Like a sale on vacation packages next to a news article about a plane crash
If you’re tailoring your audiences and excluding placement categories that could conflict, you
should be good to go, but as with all things PPC – one size doesn’t fit all.

36. Resources

37. Remarketing Resources
» Wordstream Remarketing Best Practices Guide
» AdWords Dynamic Remarketing Set Up Guide
» Wordstream Everything You Need to Know About RLSA
» Social Media Examiner Facebook Dynamic Product Ads Set Up Guide
» SEL - 10 Common Mistakes Setting Audiences in AdWords
» Dynamic Remarketing case studies from Google (ModCloth & Sierra)
Some of my favorites to help keep the echo going…

38. Thank You!
@ebkendo