Rule 2014 with Remarketing and RLSA

RULE 2014 WITH
RLSA & RETARGETING

HOSTED BY:

&
#thinkppc

Presenters
• Susan Waldes
– Director Of Client Services at 3Q Digital
– 15 Years Experience in Digital Marketing
– @suzyvirtual

• Carrie Albright
– Account Manager at Hanapin Marketing.
– Blogger at PPC Hero and Hero Conf
2014 speaker

– @Albright_C

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Join the conversation

•

Include the hashtag #thinkppc in your
Twitter tweets.

Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in PPC?
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A.
B.
C.
D.

Less than 1 year
1-3 years
3-5 years
5+ years

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How do you manage your account(s)?
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a)
b)
c)
d)

I manage it myself.
I’m part of a team that manages it.
I outsource my account management.
I’m rethinking how my account is managed.

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Common Remarketing Problems
•Don’t be creepy!
•Institute appropriate frequency caps
•Use a kill pixel (i.e. exclude converted users)
•Use appropriate cookie lengths
•Don’t use creepy messaging

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Common Remarketing Problems
•Other Common Issues
•Bid high enough
•Make brand prominent in creative
•Use the right level of segmentation
•Don’t forget text ads!
•Don’t forget mobile!

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Audience Strategy
➶Who to include?
• Site interaction  Topic
• Site engagement  Number of pages visited
• Conversion process  Arrived on contact/shopping cart
page but not completed process

➶Who to exclude?
Hot
Topic

• Converted visitors
• Careers page
• Service/Repair/Tech support page

➶Time length
• Sales cycle
• Recurrence of need (E-Comm)
Ex. Shoe shopping

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Audience Strategy - Advanced trick
➶Stagger your exposure
1. Create ad groups for visitor frequency
 Contact Page 7 Days
 Contact Page 2wks
2. Set frequency caps for each ad group, such as 3x/week

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Audience Strategy - Advanced trick
➶ Setting your frequency
capping in a tier allows
you to emphasize the
visitors who’ve most
recently joined your
Remarketing list, while
still showing to the
longer-term audience.
➶ Similarly, this can be
done in an inverted
fashion for those
products or services
that are repeated
over a longer period.

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The Right Segmentation
Should I Use Hyper-Segmented Audiences?
The universal remarketing pixel caused a rush to hyper-segmentation. Instead,
start more general and hone in as your data leads you – both for URLs and cookie
lengths. Over-complexity keep things from getting off the ground in the early
stages.
•CPL campaigns – start with visits
excluding conversions
• eComm – start with visits
(Categories if you have many),
Carts and Sales
•Branding – start with visits

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Frequency capping strategy
 What’s effective remarketing?
 When is it just annoying?
 When you do actually start to lose
on your efforts?

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➶Pulling a Reach & Frequency report

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➶Setting frequency capping
➶What is the ideal exposure per day/week/month?
Maximum marginal
benefit = Your ideal cap

Greatest CTR & CR
efficiency

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Frequency capping implementation

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What's your biggest deterrent from remarketing?
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a)

The technical setup

b) The Campaign setup

c)

Creating audience lists

d) Generating the right ad copy
e) Convincing the client of its value

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RLSA Strategies - Exclusion
Exclusion: Don’t waste money on leads you are already nurturing via
excluding converted users from seeing ads!

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Other RLSA Strategies
•Bidding
•CPA on new users vs. ROAS on existing
•Aggressive competitor bidding
•Return visits are typically more valuable – Bid Up
•Messaging: Offers to get the user to pull the trigger
•Budget Allocation: Allocate budget for new customers only
•Keywords
•Head terms on returning users
•Really broad intent terms like “gifts”
•Consider dynamic search ads for ecomm sites with lots of SKUs or
other high-content sites
•Match Types: Loosen match types on returning users

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Dynamic Remarketing
• “What are they” in 30 words or less
• When do you know it’s time for Dynamic Remarketing?

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Dynamic Remarketing
➶So you kinda know how these ads work, right?
• What does it take technically?
- Adaptation to your current Remarketing code
• What does it take in the interface?
- New campaign, new ad groups, and best of all - new
ads!!

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Dynamic Remarketing

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I Want More! What Next?
• Similar Users: Works best if you have a fairly clear demographic – make sure to
create audience from conversions
Clicks Impressions CTR

Avg.
CPC

Cost

Avg.
positi
on

Visitors That
Didn’t Convert 23,350 19,662,373 0.12% $2.00 $46,805.33 1.2
Similar Users

9,527 13,809,853 0.07% $2.38 $22,670.83 1.2

Conv

CPL

CVR

531

$88.15

2.27%

312

$72.66

3.27%

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I Want More! What Next?
• Search Companion: Great in B2B and very expensive search auctions
• FBX: Reco through AdRoll
CTR

CVR

CPL

Regular GDN

0.16%

0.10%

$712

Regular Remarketing

0.26%

0.49%

$613

Search Companion

1.05%

0.57%

$370

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Creative alternatives to remarketing

• What to do when Remarketing just doesn’t work?
• What if your client just doesn’t “get it?”

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Creative alternatives to remarketing
Display campaign
Product Brands

Top Converting Brands
Contextual keywords
for Brand

Topics about Shopping

Interest in
Apparel

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Would you like help with your PPC accounts
and management? I’m interested in:
a.) FREE Account Assessment from Hanapin
(for accounts spending more than 20K/mo)
b.) FREE “Mini-Audit" and analysis of

AdWords account health from 3Q Digital (for accounts
spending more than $50K/month)
c.) No Thanks
d.) Both

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
»

Hanapin Feedback: marketing@hanapinmarketing.com

3Q Digital Feedback: hillary@3qdigital.com

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Rule 2014 with Remarketing and RLSA

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