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Integrating Google Adwords
        Remarketing Campaigns To Improve
          The Overall Performance Of An
            Internet Marketing Strategy


                                    @seopositiveltd

Presented by Matt Wood                      Stand
Head of Search, SEO Positive Ltd            E5040
Agenda

       What Is Google Remarketing?   Tailor Your Creatives
       Why Use Remarketing?          Create & Test Your
                                     Message
       Define Your Buying Cycle
                                     Explore Advanced Settings
       Create Your Remarketing
       Campaigns                     Measurement & Reporting
       Test Your Remarketing Lists   Case Studies


Presented by Matt Wood                                       Stand
Head of Search, SEO Positive Ltd                             E5040
What Is Google Remarketing?

       Targeted Interest Based
       Advertising
       Advertising To People
       Who Visited Your Site
       Runs on Google’s Display
       Network (80% Of All
       Websites Worldwide)



Presented by Matt Wood             Stand
Head of Search, SEO Positive Ltd   E5040
Why Use Remarketing?

       Cross Sell & Upsell
       Promote Brand Awareness
       Encourage Users To Revisit A Site
       To Complete A Transaction
       Lower CPC & CPA Compared To
       The Search Network



Presented by Matt Wood                     Stand
Head of Search, SEO Positive Ltd           E5040
Define Your Buying Cycle

       What Are The Buying Steps For
       Your Business Model
       Timescales
       Lead Nurturing
       Know Your Competition




Presented by Matt Wood                 Stand
Head of Search, SEO Positive Ltd       E5040
Create Your First Campaign

       Create a Campaign Targeting     Embed The Code Into
       Display Network                 Relevant Pages
       Create First Remarketing List   Create Custom Combination
                                       Lists




Presented by Matt Wood                                       Stand
Head of Search, SEO Positive Ltd                             E5040
How In Depth Should Your Lists Be?

       Prioritise Your Products / Categories / Services
       Focus On Areas That Receive The Most Traffic Or Hold The Most
       Value First
       Setup Broader Lists For Less Frequented / Value Areas Of Your Site




Presented by Matt Wood                                                Stand
Head of Search, SEO Positive Ltd                                      E5040
Points To Bear In Mind When Creating
    Remarketing Lists
       Membership Duration
       Custom Combination Lists
       Use Themed Lists (Product Categories, Homepage, Shopping Cart)
       You Need 100 Visitors In Your Remarketing Lists To Activate The
       Campaign
       Use Negative Lists To Avoid Irrelevant Audiences


Presented by Matt Wood                                                   Stand
Head of Search, SEO Positive Ltd                                         E5040
Test Your Remarketing Lists

       Use Text Ads To Quickly Create Multiple Ad Variations
       Create Banner Ads Based On The Most Effective Text Ads
       Plan Your Ads In Advance




Presented by Matt Wood                                          Stand
Head of Search, SEO Positive Ltd                                E5040
Tailor Your Creatives For Each Remarketing List

       Be Relevant To The Audience To   Have A Compelling Call-To-
       Which You’re Marketing           Action
       Have The Same Look & Feel As     Do Not Use Inappropriate
       Your Site                        Calls-To-Action




Presented by Matt Wood                                         Stand
Head of Search, SEO Positive Ltd                               E5040
Create & Test Different Formats Of Your Message

      Use Google’s Display Ad Builder To Keep     Relevancy Is Key
      Costs Low
                                                  Send The Right Message
      Plan Your Ads In Advanced                   (Discount Codes, Tailored Offers)
      Create A Compelling Call-To-Action          Be Creative


       Text Adverts            Image Adverts    Flash Adverts        Video Adverts




Presented by Matt Wood                                                         Stand
Head of Search, SEO Positive Ltd                                               E5040
Explore Advanced Settings

       Conversion Tracking         Mix & Match With Contextual &
                                   Topic Targeting
       Conversion Optimiser
                                   Split Test: Media, Landing Pages,
       Frequency Cap               Max CPC, Remarketing Lists

       Ad Scheduling               Block IP Addresses (i.e. Your
                                   Office)
       Use Negative Targeting To
                                   Create A Separate Campaign For
       Exclude Certain Websites    YouTube


Presented by Matt Wood                                             Stand
Head of Search, SEO Positive Ltd                                   E5040
Measurement & Reporting

       View Through Conversions
       Click Through Conversions
       Conversions (1 Per Click
       / Many Per Click)
       CPC / CPA
       User Behaviour (Google Analytics Stats):
       -   Time On Site / Bounce Rate / Page Reviews


Presented by Matt Wood                                 Stand
Head of Search, SEO Positive Ltd                       E5040
Case Study
    Objectives
        Encourage Visitors To Come Back To The Site & Fill The Lead Form
        At A Lower Cost

    Our Approach
        Custom Combination Lists         Designed Variations Of Image
        Negative Targeting               Ads

        Frequency Capping                Split Testing


Presented by Matt Wood                                               Stand
Head of Search, SEO Positive Ltd                                     E5040
Case Study: Results




        50% Lower Cost Per Conversion Compared To Search Campaign
        High Level Of View Through Conversions (Improved Brand Awareness)
        60% Lower CPC Than From The Search Campaign

Presented by Matt Wood                                                      Stand
Head of Search, SEO Positive Ltd                                            E5040
Case Study
    Objectives
       Increase The Amount Of      Increase Online Transactions
       Sample Purchases            From Samples To Actual Sales

    Our Approach
        Custom Combination Lists   Frequency Capping
        Membership Duration        Design Of Variations Image Ads
                                   (For Samples & Actual Sales)
        Negative Targeting
                                   Split Testing
        Ad Scheduling

Presented by Matt Wood                                        Stand
Head of Search, SEO Positive Ltd                              E5040
Case Study: Results




        CPA For Sample Orders: 50% Lower Than Search
        Buying Cycle Was Shortened By 1 Week
        Actual Sales Increased By 30%

Presented by Matt Wood                                 Stand
Head of Search, SEO Positive Ltd                       E5040
Summary

       Establish Your Goals Early
       Tailor Your Campaign To Your Audience
       Use The Tool’s Functionality To Your Advantage




Presented by Matt Wood                                  Stand
Head of Search, SEO Positive Ltd                        E5040
Any Questions?

    Tel: 0800 088 6000
    Email: info@seopositive.co.uk
    Web: www.seopositive.co.uk
       @seopositiveltd




Presented by Matt Wood              Stand
Head of Search, SEO Positive Ltd    E5040

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How to integrate Google Adwords Remarketing to improve the overall performance of your internet marketing strategy

  • 1. Integrating Google Adwords Remarketing Campaigns To Improve The Overall Performance Of An Internet Marketing Strategy @seopositiveltd Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 2. Agenda What Is Google Remarketing? Tailor Your Creatives Why Use Remarketing? Create & Test Your Message Define Your Buying Cycle Explore Advanced Settings Create Your Remarketing Campaigns Measurement & Reporting Test Your Remarketing Lists Case Studies Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 3. What Is Google Remarketing? Targeted Interest Based Advertising Advertising To People Who Visited Your Site Runs on Google’s Display Network (80% Of All Websites Worldwide) Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 4. Why Use Remarketing? Cross Sell & Upsell Promote Brand Awareness Encourage Users To Revisit A Site To Complete A Transaction Lower CPC & CPA Compared To The Search Network Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 5. Define Your Buying Cycle What Are The Buying Steps For Your Business Model Timescales Lead Nurturing Know Your Competition Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 6. Create Your First Campaign Create a Campaign Targeting Embed The Code Into Display Network Relevant Pages Create First Remarketing List Create Custom Combination Lists Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 7. How In Depth Should Your Lists Be? Prioritise Your Products / Categories / Services Focus On Areas That Receive The Most Traffic Or Hold The Most Value First Setup Broader Lists For Less Frequented / Value Areas Of Your Site Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 8. Points To Bear In Mind When Creating Remarketing Lists Membership Duration Custom Combination Lists Use Themed Lists (Product Categories, Homepage, Shopping Cart) You Need 100 Visitors In Your Remarketing Lists To Activate The Campaign Use Negative Lists To Avoid Irrelevant Audiences Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 9. Test Your Remarketing Lists Use Text Ads To Quickly Create Multiple Ad Variations Create Banner Ads Based On The Most Effective Text Ads Plan Your Ads In Advance Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 10. Tailor Your Creatives For Each Remarketing List Be Relevant To The Audience To Have A Compelling Call-To- Which You’re Marketing Action Have The Same Look & Feel As Do Not Use Inappropriate Your Site Calls-To-Action Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 11. Create & Test Different Formats Of Your Message Use Google’s Display Ad Builder To Keep Relevancy Is Key Costs Low Send The Right Message Plan Your Ads In Advanced (Discount Codes, Tailored Offers) Create A Compelling Call-To-Action Be Creative Text Adverts Image Adverts Flash Adverts Video Adverts Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 12. Explore Advanced Settings Conversion Tracking Mix & Match With Contextual & Topic Targeting Conversion Optimiser Split Test: Media, Landing Pages, Frequency Cap Max CPC, Remarketing Lists Ad Scheduling Block IP Addresses (i.e. Your Office) Use Negative Targeting To Create A Separate Campaign For Exclude Certain Websites YouTube Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 13. Measurement & Reporting View Through Conversions Click Through Conversions Conversions (1 Per Click / Many Per Click) CPC / CPA User Behaviour (Google Analytics Stats): - Time On Site / Bounce Rate / Page Reviews Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 14. Case Study Objectives Encourage Visitors To Come Back To The Site & Fill The Lead Form At A Lower Cost Our Approach Custom Combination Lists Designed Variations Of Image Negative Targeting Ads Frequency Capping Split Testing Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 15. Case Study: Results 50% Lower Cost Per Conversion Compared To Search Campaign High Level Of View Through Conversions (Improved Brand Awareness) 60% Lower CPC Than From The Search Campaign Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 16. Case Study Objectives Increase The Amount Of Increase Online Transactions Sample Purchases From Samples To Actual Sales Our Approach Custom Combination Lists Frequency Capping Membership Duration Design Of Variations Image Ads (For Samples & Actual Sales) Negative Targeting Split Testing Ad Scheduling Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 17. Case Study: Results CPA For Sample Orders: 50% Lower Than Search Buying Cycle Was Shortened By 1 Week Actual Sales Increased By 30% Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 18. Summary Establish Your Goals Early Tailor Your Campaign To Your Audience Use The Tool’s Functionality To Your Advantage Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040
  • 19. Any Questions? Tel: 0800 088 6000 Email: info@seopositive.co.uk Web: www.seopositive.co.uk @seopositiveltd Presented by Matt Wood Stand Head of Search, SEO Positive Ltd E5040