How to Unlock Your Site’s Hidden Audience
and Sales with Retarge9ng
Who We Are
Addi*onal Retarge*ng Resources:
h5p://www.HiddenAudience.com
h5p://Retarge*ngForum.com
Mick Gibson Alex Holmes
Founder & CEO -‐ Y Audience
h5p://yaudience.com 50+ Retarge*ng Campaigns Director -‐ MickG
h5p://mickg.co.nz
Everything You Need to Know to Drive
Immediate Sales with Retarge*ng
•
Example of Retarge*ng Success
•
Retarge*ng Basics & Launch
•
Retarge*ng Op*miza*on
•
1 Advanced Tac*c Revealed
Retarge*ng Really Works!
Spend: $1,500 Impressions: 1,543,860 Clicks: 2,296 Click Conversions: 63 Viewthrough Conversions: 453Cost per Click: $0.65 Cost per Sale: $8
(a5ribu*ng 25% of view throughs)
What Is Retarge*ng?
Retarge*ng is the process of serving ads to your
past website visitors, around the web
Ways to Use Retarge*ng
•
Brings lost customers back
•
Offer different products to
lost customers
•
Introduce new products to
current customers
•
Keep your website top of
mind
We’re Number 1!
How about This Instead?
Brand New!
Get Started: Create a Retarge*ng
Campaign with AdWords
Create an Audience List Add Your Audience List to a NEW Ad Group Do NOT use any keywords with this new Ad Group
Sample Retarge*ng Ad
Sample Retarge*ng Ad 2
Sample Retarge*ng Ad 3
Sample Retarge*ng Ad 4
Sample Retarge*ng Ad 5
Sample Retarge*ng Ad 6
Sample Retarge*ng Ad 7
How to Op*mize Retarge*ng
Consider:
#1 Audience
#2 Crea+ve
#3 Context
Create Nega*ve Audiences
Restrict people from seeing your ad if they have
already purchased your product
Create Audience Combina*ons
ALL
ONE OR MORE
NONE OF THESE
Contextual Op*miza*on
Track Viewthrough Conversions
Defini+on: View-‐through conversions tell you how
many people converted aler seeing your ad,
without clicking on your ad
Tip:
Use a short latency window when tracking
viewthrough conversions
CLICK-THROUGH TOTAL: 63
VIEW-THROUGH TOTAL: 380
Use Mul* Channel Funnels in Google Analy*cs
Make sure you check out Analy*cs rela*vely
NEW mul*-‐channel funnels
Use Mul* Channel Funnels in Google Analy*cs
Gain visibility to a5ribu*on – i.e. how retarge*ng AND other channels contribute to sales/ conversions
Use Mul* Channel Funnels in Google Analy*cs
Retarge*ng
campaigns
olen
contribute to
sales without
being the final
traffic source
Ensure Privacy Policy IS updated
• -‐ Third party vendors, including Google, show our ads
on sites on the internet.
• -‐ Third party vendors, including Google, use cookies to
serve ads based on your prior visits to this website. • -‐ You have the op*on to opt out of Google's use of
cookies by visi*ng the Google adver*sing opt-‐out page. h5p://www.google.com/privacy_ads.html
• Alterna*vely you can opt out -‐ opt out of cookies by
visi*ng the Network Adver*sing Ini*a*ve opt out page. (h5p://www.networkadver*sing.org/managing/
AdWords is Just the Beginning
•
Easy to Setup
•
Transparent
Access to 98% of
People on the Web
How to Get Be5er Clickthrough Rates with
Retarge*ng Campaigns
Use ads that speak to your audience
How to Create Quality Banner Ads
Step 3: Advanced Retarge*ng Tac*cs
23 Advanced Retarge+ng Tac+cs
coming soon to
hUp://www.HiddenAudience.com
Register for the “EARLY BIRD SPECIAL”
Advanced Retarge*ng Tac*c:
Tes*monial Retarge*ng
More Advanced Retarge*ng Tac*cs
Newsle5er Retarge*ng
URL Retarge*ng
Blog Retarge*ng
Facebook Retarge*ng
Partner Audience Retarge*ng
Seasonal Retarge*ng
Signed-‐in User Retarge*ng
Paying Customer Retarge*ng
h5p://www.HiddenAudience.com
Retarge*ng Checklist + Cheat Sheet
Use More than One Retarge*ng Tag
Use at Least One Nega*ve Audience
Privacy policy is updated
Conversion codes set-‐up and in place
Run Mul*ple Ads per Campaign
Bid Separately for Image and Text Ads
Frequency Cap Your Campaigns
Make Sure You Are Tracking View-‐through Conversions
Watch for increase in DIRECT and ORGANIC searches of URL/ Brand
LAUNCH
OPTIMIZE
TRACK
WHATIS RETARGETING HOWRETARGETING WORKS WHYRETARGETING WORKS
!!
# 1 AUDIENCE !!
Create segmented audience lists based on behavior & interests
i.e. use your website’s different pages/sections to build different audiences.
!!
# 2 CREATIVE
Connect with each audience with specific messages that speaks to them
i.e. create ads that reflects who your audience is, as well as their needs.
!!
# 3 CONTEXT
Talk to each audience when & where they're most receptive
i.e. schedule and display your ads at specific times and in specific places.
AUDIENCE + CREATIVE + CONTEXT = SUCCESS !
# 3 RULES… TO RETARGETING SUCCESS
# 5 TIPS & TRICKS … TO HELP YOU GET YOU STARTED
Retargeting is the process of …
showing ads to people who have already visited your website … so as to get them to return & do business with you !
! Gives you more
time to convert
visitors
! Keeps your website
top-of-mind ! Very targeted ! No opt-in required ! Few competitors ! Turn On/Off
# 7 ADVANCED TACTICS + MORE!
!
! !Use More than One Retargeting Code on your website’s pages to allow
you build more targeted lists for ads (i.e. men’s shoes, women shoes etc.)
! Create ‘Negative’ Audiences. Use existing success pages to restrict
showing ads to people already customers. Or show them different ads!
! Start by using AdWords Remarketing. Use a ‘fresh’ campaign, keep
image & text ads in separate Adgroups. DON’T add any keywords!
! Don’t Over-Saturate your Audiences. Use: Frequency capping, different
versions and sizes of ads, + time scheduling to keep things fresh.
!
! Track and Measure. Ensure you have conversion tracking in place to
measure both direct conversions (from clicks) but also indirect ‘view-through’ conversions (from visitors returning to your site by own means)
! Document Retargeting ! PR Retargeting ! Time-based Retargeting ! Launch Retargeting ! Mobile Retargeting ! Email Retargeting ! Partner Retargeting
PLUS other Retargeting Tactics @
theHiddenAudience.com RETARGETING PROVIDERS = = ! AdWords ! AdRoll ! Retargeter + more ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ‘
Retarge*ng Repor*ng Tips
Op*mize Retarge*ng Campaigns by:
•
Context
•
Crea*ve
•
Geography
•
Time of Day
•
Day of Week
Retarge*ng Extra Learnings
More Discussions at
www.
Retarge*ngForum.com
• Which Companies Use
Retarge*ng?
• How Do I Setup My First
Campaign?
• Which Ad Network Should
Thanks! Get in Touch
Addi*onal Retarge*ng Resources:
hUp://www.HiddenAudience.com
hUp://Retarge+ngForum.com
Mick Gibson Alex Holmes
Founder & CEO -‐ Y Audience
h5p://yaudience.com 50+ Retarge*ng Campaigns Director -‐ MickG
h5p://mickg.co.nz
