It’s a fact - the vast majority of visitors to your website don’t immediately covert to sales. But, these first time visitors are often only a few steps away from becoming loyal, paying customers. How can you make sure that this prime audience doesn’t forget about your product?
In this webinar, hosted by Executive Vice President Francis Skipper, we’ll discuss how remarketing enables you to increase your online conversions by helping close the deal with customers who were not ready to make a purchase the first time around. Attendees will learn:
What remarketing is and how it works
Why to remarket
Remarketing etiquette – the right way to remarket
Remarketing in action – client case studies
2. Francis Skipper
EVP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
3. National Public Relations, Social
Media, and Search Marketing Agency
Founded in 2004
Headquartered in Boston and
representing Los Angeles, New
York, San Diego, and Las Vegas
Recognized as a 2011, 2012, 2013
an award recognizing the fastest
growing private companies
headquartered in Massachusetts
About 451 Marketing
4. 75%* of site visitors
leave without buying
on their first visit
http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/
8. 2. Google places a “cookie”
in user’s browser showing
they visited your site
What is Remarketing?
5. User clicks on
ad and returns
to your website
1. User visits your website
but does not convert
4. Cookie triggers ad
3. User leaves your site and
navigates through other
sites in Google Display
Network
11. Retargeted consumers are nearly
70% more likely to complete a
purchase and spend on average
50% more than as compared to
non-retargeted consumers.
http://www.sempdx.org/blog/business/searchfest-2012-display-and-remarketing-wjoanna-lord-and-adam-berke/
22. Who Gets the Credit?
Organic
Search
PPC AdDisplay
Ad
Conversion
Facebook
Ad
Direct
Search
PPC Ad
Facebook
Ad
Direct
Search
Display
Ad
PPC Ad
Direct
Search
34. The Appropriate Message
Cool
Shoes
I could really
use those
shoes for that
wedding
I should
shop around
first
Aww shucks
– I want em.
I’m buying
them
35. What’s Possible Beyond Google
• Opportunity to remarket to people further
down the funnel
• Sophisticated remarketing
• Incentivizing people down the conversion path
- Showing your ads to users who have previously visited your website but have not taken action as they browse other sites across the Google Content Networkyou can continue marketing to people who are well aware of your brand and, thus, are more likely to buy from yougreat way to recapture those lost opportunitiesA way to show ads to people who visited your website but did not convertRemarketing is a powerful way to stay engaged with your target audience and radically improves ROI for your marketing campaigns
Staples Example:I go to Staples looking for a red stapler.I find one I like and decide to add it to my cartNot wanting to make the purchase right away, I check my Facebook for new updates and BAM – seconds after adding that stapler to my cart, there it is – the EXACT one - haunting me on my FB page
Added notes by Ana* More relevancy=more leads. Youre only serving ads to those who have visited your site. This is much more effective then serving ads to a variety of people that are in your customer demographic – which is the common strategy for traditional display ads.Coverage- Your creating coverage off of your site. If you’re not there… your competitor willMessage evolution – you can control the message you send to an individual throughout the time you are remarketing. Tailor the message based on how long its been since they’ve been to you site
Is it worth it to spend lots of ad money on low cost item
Assist (usually) rather than direct conversion
Customer experiences aren’t all equalAverage person converts after 8 touchesConversion path (all the different ways people end up converting)Which channel gets the credit? Usually people see ad, don’t click on them but later come back for transaction
In this Top Conversion Paths report provided by Google analytics, you can see all the various paths a visitor took to eventually convert on the site. You can see that some converted after visiting the site twice on a paid ad and then some searched organically and then bookmarked your site and then later converted.
Conversion journeys
how long you’d like to store a cookie in someone’s computer and target him or her. There are many different strategies to selecting membership duration. You want to think about your business and your goals when selecting membership duration. They can last up to 180 days.Do you have an e-commerce site that people only buy from once every three months? You should extend your membership duration to 90 days.Do you have a service that requires people to sign up again after 30 days? Try a 60-day membership so you know they’re getting heavily targeted if they forget to renew directly after 30 days.You are always at risk of annoying people if you show them your ad too much all over the Internet.
no hard and fast rule, but a good guideline is to set a limit of 5-7 impressions
Control the creepy by delivering the appropriate message. Think of what will entice your searcher to come back and where they are in the conversion process before serving them random ads