ADVANCED SEGMENTS AND REMARKETING LISTS

Thursday 25th of August Sam Stals

Launch remarketing feature inside

AdWords

March 2010

Remarketing linked with Google Analytics

July 2012

Launch RLSA

July 2013

Creativity Targeting Personalization➕ ➕

Instead of spending 1 MIL to target 500K potential users, identify the 1K

that is actually interested in your service/ product.

TARGETING

Instead of spamming the sh*t out of everyone and throwing out money,

devise remarketing scenarios for maximum efficiency.

PERSONALIZATION

SEQUENTIAL STORYTELLING

“I need a new bed because…” My old one is worn out My back hurts I sleep badly I am redecorating the bedroom I am moving

Trouble sleeping

Back problems

Relocating

Message #1 Message #2 Message #3

Message #1 Message #2 Message #3

Message #1 Message #2 Message #3

Trouble sleeping

Back problems

Relocating

Message #1 Message #2 Message #3

Message #1 Message #2 Message #3

Message #1 Message #2 Message #3

Guide users through a specific flow using remarketing features

Change targeting, copy, CTA & landing page.

StoryUitvaartkosten

StoryUitvaart

StoryWilsbesch.

Retargeting list

Social/bannering

1

2

3

Retargetinglist

Display ad

StoryUitvaart

New list

Moving on

Analyzing data in aggregate is a crime.Analyzing your target

audience in aggregate is a crime.

Discovery Understanding Action Loyalty

Seekers Diggers Buyers Amplifiers

LOCATOR pages FAQ pages PROMO pages BLOG pages

Use this coupon in one of our shops!

Contact us 24/7 with your questions!

Get a discount with this promo code!

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Retargeting audience CTA

Disc

over

yU

nder

stan

ding

Loya

lty

Retarget people that visited product page but didn't download/calculate/open account

Download!

Retarget people that visited site +2x but didn’t download/calculate/open account

Subscribe to newsletter!

Retarget people that calculated/downloaded but didn't open account

Open account!

Retarget people that calculated/downloaded/selected fund but didn't open an account

Open account!

Retarget people without account that visited obligations page but didn’t sign up for notifications

Get notified!

Retarget people that opened account/subscribed to newsletter but didn't buy a fund

Start investing!

Retarget people that opened account/ wrote a review but didn't buy a fund

Start investing!

Retarget people that opened account/logged in but didn't buy a fund

Start investing!

Actio

n

Retarget people that started the account opening process, but didn’t open an account

Open account!

Retarget people that selected most purchased funds, but didn’t open an account

Open account!

Retarget people that opened account/bought fund, but didn't write a review

Write review!

Retarget people that opened account/bought fund, but didn't subscribe to newsletter

Subscribe to newsletter!

Put your money ..

.. where your

mouth is

https://www.google.com/analytics/web/template?uid=TUszC3ubTKO3EpRHTI7CHw

ENGAGED TRAFFIC

https://www.google.com/analytics/web/template?uid=lHADmiNISHSYek7hb66u6A

NON BOUNCING SOCIAL TRAFFIC

https://www.google.com/analytics/web/template?uid=ym6QA_sDTuq9VMPIlFkjPg

PAID GENERIC TERMS (EXCL. BRAND)

https://www.google.com/analytics/web/template?uid=4hrU83mcROuj-HiKhCkk7Qhttps://www.google.com/analytics/web/template?uid=hBTOXECKQx2zA3YsmYfQPg

BUSINESS HOURS VS OFF BUSINESS HOURS

https://www.google.com/analytics/web/template?uid=jy63vsPJSAe3g-CitoVYfA

SHOPPING CART VISITS WITHOUT TRANSACTIONS FROM ADWORDS

https://www.google.com/analytics/web/template?uid=hpED2xQJQ06BnbG8wUZRQA

BIG FISH

RE-COMMERCE RE-SELLING

Understand the journey users

undertake.

Align custom segments with

customer journey.

Base remarketing lists on custom

segments.

Use inception-like mindset to guide users through the

funnel.

The key to success lies with creativity and targeting and personalization.

Sam StalsOnline Marketing Consultant

+32 497 67 12 48

Thanks!