Ready, Aim, Fire… Then Retarget #12D #Liveblog
Marty Weintraub @aimClear is sharing a tactical retargeting field guide for really smart marketers. Every PPC agency in the world is calling themselves a DSP because it’s not really hard to do it. We all want a slice of it. Retargeting is a simple concept. Someone comes to your website, touches you for whatever certain reason. They don’t convert. Then they’re on another website and they see your ad.
1st party data vs. 3rd party data: your website data vs. another site’s data sold to clear spring.
So you’re not remarketing, you’re marketing based on that data.
Product retargeting follows product touches with product ads. The product follows the person around on the Internet.
Process retargeting is set at a stage in the funnel, and when they see the ad it’s based on that stage of buying.
Psychographic targeting is going to hit a segment and follow them around. Follow all the orthodontists!
Content amplification is following around based on your editorial calendar.
Referral retargeting: a high % of conversion comes from people that start at the OEM.
First party search retargeting – paid, any search PPC. GA is great for first-party data.
Third party audience – visitors to other people’s websites. TradeDesk is good for segmenting this data.
Do this: Take inventory of existing and amplify. To not be creepy, use impression caps.
Carlos del Rio @inflatemouse is next and it follows right along on that note. The user doesn’t love you, they don’t want to be followed, they just kind of want to buy a backpack. No amount of retargeting will not change their purchasing cycle. Use your burn pixels if someone converts. Set impression caps.
Be honest: Don’t send someone to home page. From category pages you may want to push someone to a product page, or you may want to push from category page to the cart so when they click the ad they’re almost done. Every ad should have a call to action.
If you’re ecommerce, think of 1 or 2 steps to get people rolling. If you get someone who abandoned a cart to return to it, you’ll see nice returns since you’re right on their process.
Change your creative all the time. He changed creative every 72 hours to stay above a 1% CTR. Use segments. Burn them on segments as they go through the purchase stages.
Next is Joseph Lijo @josephlijo. He’ll share 5 key considerations for remarketing.
1. Build your audience, then remarket.
This allows you to create segments, and will prevent you from burning through all the audience and being creepy. Try to get 100k monthly unique visitors to your site before launching you remarketing campaign.
2. Define remarketing strategy.
Identify and evaluate consumer behaviors on your site and begin building a pool of anonymous cookies to identify sizeable customer segments to remarket. Think beyond sales, get customers or prospects to sign up for emails, provide product reviews, shop for accessories after purchase.
3. Deliver relevant message to audience.
Simple segmented creative banner 1 for segment 1, banner 2 for segment 2. Dynamic creative is assembled in real time based on user profile. Dynamic creative solutions from Adacado or Mediamind make this possible. With this data-driven creative approach they delivered 28% conversion lift.
4. Prevent audience media fatigue.
Capping or managing your frequency level can improve reach/ROI and is less annoying to consumers. Experiment with different frequency segments to determine the optimum rate for your brand/product.
5. Measure incremental benefit.
A control-exposed structure was used to measure the difference in conversion between each group. Only the exposed group was shown client’s display ad. Only the incremental lift was used to calculate program return on ad spend.
Susan Waldes @suzyvirtual is going to talk about Google’s new product for search remarketing, RLSA (remarketing lists for search audiences). It’s in beta, so you ask your Google rep to turn it on. It works from your regular remarketing pixel. Audiences are applied at the ad group level. Negative audiences can be applied at the campaign level.
Understand economics of visitors, converters, shopping cart abandoners, etc., and reinvest appropriately. Segment new (CPA on lifetime value) vs. existent (ROI on single transaction) users for different bidding.
Get people to pull the trigger with promos. Intro new products. Reengage users during shopping events and holidays with special messaging and broad keywords (ie gifts). Go for the very top of the funnel that are not typically ROI positive. They’ve already expressed interest in your brand and products.
Combine Dynamic Search Ads with RLSA for scale + relevancy. Make sure your negative list is strong. Consider your cookie length.