Conversion Day 2014

1. CONVERSION DAY 2014
Tips & tricks for more effective remarketing

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HI…….MY NAME IS @WOUTERSCHIKHOF

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Before we start…
Remarketing Retargeting

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Before we start…
Remarketing is a form of online targeted
advertising by which online advertising is targeted
to consumers based upon their previous Internet
actions in situations where these actions did not
result in a sale or conversion.
Retarge'ng

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How it works…

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...% of the
visitors buy on
the first visit?
Pop Quiz
Only 2%!

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The customer journey
(
)
ConsiderationRational purchase drivers
are weighed against
emotional purchase
drivers.
Orientation
Search and browse.
DiscoverTrigger
interest and
build up
emotional
affection
Convert
Store
locator
Buy online
AdvocacyShare
purchase
Share
experience.
Awareness
Drive Brand
or Product
Awareness
Retargeting messages should
focus on the customer’s mind set
in each step.

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The shoe-hunt journey

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The shoe-hunt journey
(
)
Starting point of my
journey!

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Orientation - Browsing

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Orientation - Browsing
“all court”
or
“pure gravel”?

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Orientation - Browsing
• Price,
• Brands,
• Type
• Colours,
• Collection….
Browsing – not buying!
First selection based upon
rational selection criteria.
• Switch product and
category pages -> high
page depth!
• Higher average time
spend,
• No order (yet)

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Tip 1 – Segment your audience
(
)
Browsers
Customers
Cart abandoners
Shoppers
• Category page
visits,
• Page depth >
3,
• Average TOS
• NB of visits
• Product page
visits,
• Goals (events?)
• Page depth,
• Average TOS

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Tip 1 – Segment your audience
Segments in Google Analytics allows you to create custom segments.

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Tip 1 – Segment your audience
And import these as Remarketing lists!

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You should use Google Analytics
Smart lists for Remarketing. Papa
Smurf says these automated list are
a very powerful!
Tip 2 – GA Smart Lists

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Tip 2 – GA Smart Lists
• Powered by anonymized data from millions of GA accounts
• Uses signals such as:
• Page depth, Visit duration, Device, Traffic source
• Requires-> min 500 e-commerce transactions / 10k daily page views.
• Combine smart lists with conversion optimizer in Adwords -> Target CPA or ROAS goal.
Automate remarketing campaign management through GA (09/04/2014)

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Tip 2 – Analyse visitor profile
Affinity categories
Affinity categories are build on Interest
categories, recency and frequency data. They
aim at segmenting your visitors in 80 lifestyle
segments.
Use Demographic & Interest reports in GA* to build customer profile.
*requires a small change in tracking code and we recommend to update your privacy
policy!

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Tip 2 – Analyse visitor profile
Demographic data
Details on target audience characteristics and the most valuable segments

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Tip 2 – Analyse visitor profile
Affinity categories
Which “audience types” (lifestyle) are more likely to convert
Target your campaign!

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Consideration - Shopping

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Consideration - Shopping
Brand preference (emotional
purchase driver) is triggered and
weighed against rational purchase
drivers – results into a short list!

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Consideration - Shopping
Practical
or
Status?

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Tip 3 – Increase ad relevance

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Tip 3 – Increase ad relevance
1. Use affinity segments to target your audience better advertise at the right places!
o Advertise on websites and topics that appeal to your target audience!
2. Think in scenarios and adapt your message in Search (RSLA), Display and Dynamic Remarketing!
o Browsers
o Low purchase intent BUT future potential!
o Remind them of you and why they need to buy with you,
o Offer a mini-conversion!
o Shoppers
o High purchase intent,
o Convince them of (the product’s) USP’s or push a promotion?
o Cart abandoners / Funnel drop out
o Incentive ( Free shipping? / Reduction / Coupon?
3. Don’t forget frequency capping!!

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Tip 3 – Increase ad relevance - Example
≠

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Tip 3 – Increase ad relevance - Example
Stage 1 – Orientation – all visitors of promotions.carbrand.be
◦ Target all visitors that visited the website but did NOT consult specific Model page,
◦ Diffuse the promotional campaign banner,
◦ Call 2 action: « Benefit for the Early Bird discounts now! ».
Stage 2 – Consideration – visitors of promotions.carbrand.be/model (not converted)
◦ Target all visitors of a specific Model Page (no brochure download or test drive)
◦ Diffuse a banner of the model and one similar model that is bought by the same segment with urgency message.
« Special Conditions on XXXX until xx/xx/2013 »
◦ Rotate simultaneously with banners that repeat the model’s USP’s (safety, maintenance, eco-friendly, design),
◦ Call 2 action: « Do not miss out, visit your dealer now! »
Stage 3 – Funnel Drop out - Test Drive Form (not converted)
◦ Target all visitors of « http://form.carbrand.be/
◦ Diffuse a banner of the model and one similar model that is bought by the same segment with urgency message.
« Special Conditions on XXXX until xx/xx/2013 ».
◦ Rotate simultaneously with banners that repeat the model’s USP’s (safety, maintenance, eco-friendly, design),
◦ Call 2 action: Test me now!

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Tip 4 – Dynamic remarketing
Set up in 5 steps:
1. Connect your Adwords account to the Merchant Center,
2. Create a dynamic remarketing campaign in Adwords,
3. Get your remarketing tag in the shared library,
4. Implement and verify,
5. Adapt your privacy policy!
Tag sends data to Google to use for remarketing:
◦ Page type (home / category / product / search / cart),
◦ Product ID’s,
◦ Product value,
◦ Or custom data such as -> Customer type (new/returning /
top visitors),

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Tip 4 – Dynamic remarketing
Google Adwords automatically creates the following remarketing lists for you!

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Tip 4 – Dynamic remarketing
Dynamic ads are automatically created based upon product information of the Merchant center!
Manage settings in Adwords:
o Use text, display or both,
o Specify the layout for image ads,

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Tip 4 – Dynamic remarketing
Create custom audiences
Remarket cart abandoners with a
basket value greater than 50€ and
less than 100€. Exclude buyers of
course.
Remarket visitors of a specific
product page.

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Tip 5 – Extend your reach
Retargeting
Advertisers
Ad ExchangesDoubleclickRubicon Microsoft Improve DigitalAppnexus Facebook
Publishers
(websites)

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Tip 5 – Extend your reach
Implement a smart pixel and build your audiences like in Adwords

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Tip 5 – Extend your reach

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Tip 5 – Extend your reach

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Food for thought – Remarketing & Awareness
Build remarketing
audience (viewers)
Support Awareness Remarketing your YouTube audiences
Thema&c
targe&ng
Second screen synergy
YouTube ads are diffused and
outlined with the offline (TV)
Remarket viewers
with Display on
(relevant) websites
Drive visibility
with viewers
that were
exposed to
your video
Audience
leaves channel
Clicks to visit
the website
Optimize for
visibility and
traffic

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Food for thought – Remarketing & Discovery
Remarket
audience
Audience
leaves
page
Optimize
for visibility
and drive
traffic
Free case study
download!

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Food for thought – Remarketing & Orientation
Remarket
audience with
incentive
Audience
leaves
page
Optimize
for visibility
and drive
traffic

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Take-aways
1. Segment your audience – Think of your sales cycle!
2. Build a user profile – Use Google Analytics Reports
3. Apply both or these to target your audience and tailor your message!
4. Test dynamic remarketing on custom segments -> cart abandoners!
5. Extend your reach -> exclude GDN when working with third parties!

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Finally, I bought…. But not with Zalando!

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Thank you!

42. KNEWLEDGE
LUXEMBOURG
4, RUE D’ARLON
L-8399 WINDHOF
KNEWLEDGE BELGIUM
WITTE PATERSSTRAAT 4
4, RUE DES PÈRES
BLANCS
B-1040 BRUXELLES
wouter@knewledge.com