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Remarketing on the Google Display Network
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Reengage site visitors with measureable performance at massive scale.
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How it works: Define your strategy
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Step 1: Let’s pretend you’re a luxury car company. You want to recapture users who visited your site but didn’t enter their zipcode to locate a retailer.
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How it works: Create list of users who visit your site
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Step 3: Create lists of users who visit these pages
Step 2: Insert a few lines of code onto key pages
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How it works: Show your site visitors ads on the web
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Step 4: When a user on a list browses pages on the Google Display Network, they’ll see your ad.
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Ease of use
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Manage your remarketing lists within your existing AdWords account. Simple conversion tracking for measurable ROI.
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Remarketing with Google is not only improving the performance of our campaigns, it’s much easier than anything else out there. -- Stefano Santinelli, CEO Tutti.ch (Schibsted Classified Media Switzerland)
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Customized audiences
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Create custom audiences using any combination of your remarketing lists. Industry leading flexibility and simplicity.
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The ability to segment like that is fantastic.
-- Steve Groenier, vice president of search marketing and customer service at Artbeads.com
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Reach and depth
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Reach the majority of the users on your list with the right budget and bidding strategy. Reach them multiple times a day, week or month.
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Potential customers will see your banner ad on over 80% of the Internet, making it look like you’re spending hundreds of thousands, if not millions of dollars on advertising.
-- Michael Edwards, Partner, Online Performance Marketing
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Efficient pricing
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Define your bidding strategy with CPC or CPM bids, and adjust at any time. Auction pricing mean higher ROI.
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At nearly every level Remarketing is developing into a cost-effective method for Yankee Candle Company to deliver additional conversions from its website. -- Holly Sanderson, Sr Pay-per-click Manager @Website Publicity (SEM Agency for Yankee Candle)
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Targeting combinations
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Target with even more precision by layering on other targeting methods to increase conversion rates and ROI.
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Transparency, relevant reach, and last but not least the granular targeting possibilities enable us to achieve continuous profitable growth via this highly efficient channel.
-- Michael Neuner, CEO admatics.com
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Creative ease
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Use simple text ads, or create image and rich media ads for free with Display Ad Builder. Update or modify your creative in seconds.
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We’re able to closely tailor the message in our ads to the site the user is viewing -- Paul Langtry, Managing Director, ClearSearch | media.
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Remarketing addresses fundamental marketing needs
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Own your territory: Keep competitors at bay by pursuing comparison shoppers and reengage existing customers
Low hanging fruit: Target users who have already shown an interest in your brand..
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Next Steps
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Step 1: Set clear objective and tag your site • Start with a simple strategy (Tagging “Homepage” and “Thank
You” page are a good place to begin)
• Google Account Manager will email you a few lines of code
• Copy and paste the code onto the pages you want to tag
Step 2: Google collects a hot prospects list
• Tags drop cookies on “Homepage” and “Thank You” page visitors
• Within 48h Google creates a list of visitor cookies for each site
• “Homepage” list - “Thank You” page list = “Hot prospects” list
Step 3: Start serving ads to your hot prospects
• Work with your Google team to make sure you’ve correctly implemented your remarketing tags and have your campaign set up.
Step 4: Reap rewards and scale up
• Test, learn and scale
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Google Display Network Remarketing Lowers Overall CPA
CPA for ‘abandoned shopping cart’ list:
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CPA for ‘purchasers’ list:
“I don’t know where else you can buy such targeted advertising for
such value.”
Steve Groenier, VP, Search Marketing and Customer
Service
22% lower than account average
65% lower than account average
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Google Display Network Remarketing Provides Scalable ROI with CPC Bidding
2x daily budget Increased from $1.50 to $5.00
CPC
2x sales while maintaining same ROI
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Combine Remarketing with Contextual Targeting for Even Better CPA
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Jon Simmons, Principal,
ClearSearch | media (Agency)
“Remarketing allows us to add value back into our ‘sunk’ costs. It’s a great opportunity to win back the users we’ve already driven to the site
through other campaigns.
• CPA was 22% lower than account average
• CPA was 77% lower than account average for display ads
• Added keywords for more granular targeting
• Customized ads to the content user was viewing
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Remarketing Offers Flexibility with Custom Combinations
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41,000 abandoned shopping carts
within 60 days
10% returned to site 600% higher conversion rate than account average
“Yankee Candle recognizes the incremental revenue gain that
Remarketing offers.”
Holly Sanderson, Senior Pay-Per-Click Manager,
@Website Publicity
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Google Display Network Remarketing Outperforms the Competition
CTR 21% higher than other networks Adding text ads increased clicks 55%
“Since starting the campaign, we’ve actually doubled the budget due to the performance
we’re seeing.”
Rochelle Turner, Performance Marketing
Account Manager
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Remarketing drove the highest conversion rate, lowest CPA for Nexus One
Remarketing ads - 2.3x higher conversion rate and 2.4x
lower CPA
3.2x higher conversion rate for Remarketing display ads than
account average
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Google Display Network Remarketing Boosts Sales While Lowering Overall Costs
Remarketing drove 20% of campaign total orders
14% lower CPCs than campaign average
Campaign expense-to-revenue ratios reduced by 14%
“We’re happy with the performance of Remarketing on the Google Display
Network”
Caitlin Rollins, Associate Media Director,
Neo@Ogilvy