Remarketing has been around for ten years this year, and has changed so much in this time. In this presentation I'll be talking about some of the most recent changes and sharing 22 highly actionable tips and tricks to reinvigorate your search (RLSAs) and Google display Remarketing.
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
PPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your Remarketing
1. Reinvigorate Your
Remarketing
22 Tips To Re-engergise Your Search & Display
Remarketing
Tara West
Senior Paid Search Manager at B&Q | Biddable Media Consultant at Reeyap
LONDON
9. We used to have ‘Target and Bid’ and ‘Bid Only’:
10. Now we have ‘Targeting’ and ‘Observations’, instead of
‘Target and Bid’ and ‘Bid Only’:
11. ‘Targeting’ example:
Tesco Photo might use
the ‘Targeting’ setting to
bid on generic keywords
that they don’t normally
bid on, like ‘Christmas
gifts’, but only when the
person searching is
someone who is on a
RLSA list which shows
that they have previously
purchased from them.
12. ‘Observations’ example:
Tesco Photo might use
‘Observations’ to layer a
remarketing audience of
people who abandoned
the checkout process,
and increase bids for
them, whilst still showing
ads to anyone else who is
searching using their
keywords.
15. Example 1:
John Lewis could
increase their bids for
people who purchased
during Black Friday
last year, when they
are searching again
during Black Friday the
following year.
16. Example 2:
The Body Shop could
create a RLSA list of
people who purchased
during Christmas and
increase bids for those
shoppers again when
they are searching the
following year.
17. Example 3:
Compare The Market
could increase bids for
users just under one year
after they took out their
insurance, because they
are likely to be ready to
purchase a new policy
when their old one lapses.
20. IF Functions are little
pieces of code that go in
your ad text, to customise
the ad text if the user is in
your audience, and show
a default text if not.
E.G ASOS might offer a
discount in their ad text
for their high value or
frequent customers RLSA
audiences, but not for
other searchers.
{=IF(audience IN(<high
value customers>,<frequent
customers>),Get 15% Off
Today):Free Delivery Over
£20}
23. Link AdWords & YouTube, then create any of these
audiences in the Shared Library:
24. Example 1:
Bid on generic research
terms, but only if the user
has engaged with your
YouTube content.
E.G If someone watched a
Debenhams video about
finding the perfect
lipstick, Debenhams
could bid on ‘Lipsticks’
but only if the user is on
the YouTube RLSA list.
25. Example 2:
If someone watched a
YouTube ad, customise the
text ad they see to match.
E.G If someone watched a
PrettyLittleThing.com
video ad featuring Olivia
Culpo, PLT could
customise their ad text the
next time someone
searches using their
keywords.
26. Example 3:
If someone engaged with
your YouTube videos,
increase your bids for
them when they’re
searching on Google.
E.G If someone watched a
GHD cannel video, GHD
could increase their bids
the next time the user
searches on Google using
their keywords.
36. Target CPA &
Target ROAS
override
manual
adjustments
Enhanced CPC
makes bid
adjustments
on top of
manual ones
Avoid
audience
overlap in ad
groups or
campaigns
Apply RLSAs even if you’re using an
automated bidding strategy, as the strategy
will use their data to dynamically set bids:
39. if your original
bid was £1,
and you apply
+10% for cart
abandoners
…and another
+10% for those
who are also
frequent
purchasers
…and another
+10% for those
who are high
value
purchasers
Imagine if you had three audiences with bid
adjustments, and a searcher was on all lists:
£1.10 £1.21 £1.33
47. Example 1:
Joules could increase
their shopping campaign
bids for users who have
abandoned the checkout
process, when they are
next searching.
48. Example 2:
Pandora might not
usually run Shopping
ads for jewellery
cleaning kits, but if the
user had recently
purchased jewellery
from them they could
run a Target RLSA
shopping campaign for
cleaning kits.
51. Example:
Sunglasses Hut could create
a DSA campaign, and apply
a Targeting flexible reach
RLSA audience of people
who have previously visited
the site.
This means that DSAs will
only trigger if the person
searches with keywords that
match the site content and
is on the RLSA list.
54. Example 1:
River Island could tag
all their Email
Marketing links with
UTM tags, and then
create RLSA audiences
based on these tags,
so they can customise
search ad text for
users who have clicked
through from the email.
55. Example 2:
New Look could analyse
which of their Facebook
campaigns generate the
best conversion rates and
create a RLSA list of these
people using the UTM tag
details. They could then
increase bids for this
audience when they are
next searching with their
keywords on Google.
58. Example 1:
Apple might create a
RLSA list of users who
visited the site only once
and for less than three
seconds, and then
exclude these users from
seeing their search ads,
because the users appear
to be looking for another
site rather than the official
site.
59. Example 2:
Sephora could create a
RLSA list of customers
who make low value
purchases, and then they
could reduce bids for
these users when they
search because they
know the transaction
value generated is likely
to be lower than average.
73. Year-on-year
Remarketing
How long is
the average
path to
purchase?
Use GA Time
Lag & AW
Days To
Conversion
segment
Consider
offline
conversions
Don’t just set a membership duration of 540 because you
can!
74. Find the Google Analytics Time Lag report in Google
Analytics under Conversions, then Multi Channel Funnels:
75. Find the new AdWords Days To Conversion Segment
within the conversions segment options:
76. Then you can review all your AdWords metrics based on
how many days after clicking your ad conversions occur:
87. Analyse all ages, genders, parental statuses, incomes,
then set a bid adjustment:
88. Don’t reduce bids for, or
exclude ‘Unknown’
demographics until you’ve
analysed the data.
89.
90. Static
ads or
animated GIFs?
GIFs aren’t
accepted on
all sites so
limit reach
GIFs look
bad if there’s
a slow
internet
Always
create a
static
alternative
93. People who
added
something to
the basket
People who
started the
checkout
process
Apply
separate
bids or
budgets
People who
added
payment
details
Create different lists depending on how close
the user came to completing a purchase: