ReMarketing-Churchill2013-fordistribution

Copyright 2013 KeyRelevance LLC 1

Site Remarketing

- A Second Chance

to Convert

Christine Churchill

KeyRelevance

@KeyRelevance

@ChrisChurchill


• President of KeyRelevance, LLC

• Member of Founding Board of Directors of Search Engine Marketing Professional Organization (SEMPO)

• Member of the Founding Board of Directors of the Dallas/Fort Worth Search Engine Marketing Organization (DFWSEM)

• Columnist at Search Engine Land & Web Marketing Today

• Longtime Speaker & Instructor, Search Engine Strategies, PubCon, and Search Marketing Expo Conferences

• Over 15 years online marketing experience

Speaker: Christine Churchill


What is Site Remarketing?

• Powerful technique to reach out

to people who have previously

visited your web site

• Gives you a second chance to

re-engage the visitor who got

away

• Allows you to tailor relevant

messages and offers to prior

visitors as they travel the web

visiting sites in the Google

Display Network

@ChrisChurchill


Benefits of Site Remarketing

• Keeps your brand top of mind

• Increases the effectiveness of other

promotions – Allows you to take advantage of all the prior

promotion efforts you have previously done

to bring visitors to your site

– Adds value to promotion “sunk costs”

• Provides a way to get a very

targeted offer to the visitor – Gives you a way to send highly tailored

follow-on messages to a visitor who has

come on to your site based on their behavior

– The right message at the right time

– Fast response time improves conversion

@ChrisChurchill


Benefits of Remarketing (cont)

• Can increase repeat sales and

cross selling – Is a great way to act as a reminder for

items that are consumable or have life

spans

– Gives business owners a way to cross

sell related or complementary products

• Helps recapture lost sales – it can bring back customers who may

have gotten distracted or interrupted

when they were on your site

@ChrisChurchill


How Important is the Recapture?

• Forrester Study (2010) found 96% of

people who visit a website leave without

completing the actions marketers want

them to take

• 70% of people abandon their shopping

cart without completing a purchase

• Harris Poll (2013) found 56% of

American say they proactively research

companies online before they buy

@ChrisChurchill


Need for Repeat Messaging

• Consumers may be growing

more skeptical of marketing

communications

• According to the “2013 Edelman

Trust Barometer,” 8 in 10

“informed citizens” from around

the world need to hear

information about a company

more than twice before they’ll

believe it

@ChrisChurchill


Site Remarketing (How it Works)

z • Place JavaScript code on web page

• The code tags a visitor to the site with

a cookie

• You create lists of people

(“audiences”) to target based on

behavior, product viewed, etc.

• Lists accumulates at least 100 users

on it

• Google shows a relevant ad to people

browsing the web based on prior

visit behavior while on your site

@ChrisChurchill


Remarketing Example:

• You have an online shoe shopping site

and an AdWords account with Google

using retargeting

• Visitor visits your site (organic or paid)

and looks at ladies dress shoes

– Page viewed includes Google

Remarketing JS code which generates

a cookie

• Visitor visits another site (say, a horse

site) in the Google Display network

• Google retrieves cookie and

determines to show your company’s

shoe ad

@ChrisChurchill


Before You Start

• Develop a marketing list that identifies every

behavior a visitor can do on the site that you

would want to focus on in your remarketing

– Examples

• Visitor who abandoned a cart

• Visitor who bought a product

• Visitor who visited a product page

• Visitor who downloaded a white paper

• Develop ads that are relevant and compelling

– Custom messaging works

– Gives the right message at the right time

@ChrisChurchill


Remarketing Ideas

• Branding to Stay Top of Mind

• Abandoned Shopping Carts (Recapture)

• Cross Selling

• Trial Reminder

• Promotion of a marketing campaign (sale, survey,

contest, etc)

• New Product Launch or Upgrade

• Seasonal or holiday focused ads

• Special deals – “Friday Night Specials”

• Product Categories (or even products)

• Sequential Offers

• Custom Combinations

@ChrisChurchill


Abandon Cart Reminder

• Develop messages to address possible

reasons for abandonment

• Top Reasons (according to 2011 Forrester

Study)

– 44% Shipping & handling too high

– 41% I was not ready to buy item

– 27% I want to compare prices on other sites

– 25% Price was higher than I wanted to pay

– 24% Was saving items in cart for later

– 22% Shipping & handling costs too late in

checkout process

@ChrisChurchill


Cross Sell Lists

• Offer complementary related

products in ads

– Customer buys orthopedic dog

bed

– Use list to tell buyers about

other products such as joint

meds for dogs, rhinestone

collars, nutritionally complete

dog bones, etc.

@ChrisChurchill


Trial Reminder Lists

• Develop a list for people who signed up for

trial of software or for a new product test

• Close to trial ending period start showing ads

for the product reminding the person of the

benefits

• Reminds people about your product

• Complementary to email reminders

• Principle of scarcity – trial going away often

motivates people to take action

@ChrisChurchill


Custom Combinations

• Allows you get really granular in your

targeting

• For example if you want to target everyone

who came to your web site but haven’t

converted

– Create two lists

• List A is a list of everyone who came to your web site

• List B is a list of everyone who converted

– Set Up Custom Combination

• Combined list is everyone who came to your site but

didn’t convert

@ChrisChurchill


Sequential Discount Offers

• Can have successive ads at different time

durations

– Ex: Set up multiple audiences segregated by

date (0-1 week, 1-2 weeks, etc) using custom

combination lists

• Develop ads for each time segment

– Ads could address different reasons for not buying

– Could increase discounts over time

• Works great for people on the fence to go

ahead and buy

@ChrisChurchill


Audience Membership Duration

• Cookie length can be set (how long will they be in the list)

– Default is 30 days, 540 days maximum

– Each audience membership duration can be set to a shorter time

• Keep in mind - each remarketing list requires 100 “cookied”

visitors before ads will show. This means Lists can grow

stale before the first ad is displayed.

– For best results abandoned carts should be retargeted relatively

quickly and expire quickly

– Long windows are helpful for products that are consumable (like

printer ribbons or paper), or that have frequent upgrades such as

software

– If traffic slow, may need to target more general behaviors such as site

or category visits

@ChrisChurchill


Keys to Successful Remarketing

Appropriate

• Show ads in an appropriate venue

• Don’t pitch to the converted (unless cross selling)

Timely

• Too soon or too late is less effective

Precise

• Slice your audience fine and show exactly the right ad

– target by SKU or specific product

– develop ads to match

– lots of work to implement broadly (use triage 80/20 rule)

@ChrisChurchill


Say “No” to Creepy

Use

frequency

capping or ad

scheduling to

prevent over-

showing ad

@ChrisChurchill


Use Remarketing with Good Judgment

Pew Survey: 68% View Targeted Ads Negatively;

59% Have Noticed Targeting

@ChrisChurchill


Final Remarketing Tip

• Building audiences take

time

• Be proactive. Even if you

don’t want to do remarketing

now, start developing lists

so you have them in place if

you decide to do

remarketing at a later date

@ChrisChurchill


Thank You!

Christine Churchill

www.keyrelevance.com

[email protected]

Phone: 972-429-1222

@KeyRelevance

@ChrisChurchill

@ChrisChurchill

http://twitter.com/appstotweet

Date post:	20-Jul-2015
Category:	Documents
Upload:	christine-churchill
View:	41 times
Download:	0 times

ReMarketing-Churchill2013-fordistribution

Documents