To maximize campaign performance and get the most out of your ad budget, you need a refined AdWords remarketing strategy. Through proper remarketing, retailers are able to bring back previous visitors to complete their sales journey. Some Topics We’ll Discuss: Remarketing possibilities in Google AdWords Audience segmentation & selection Leveraging behavioral patterns for more granular segmentation 5 powerful remarketing audiences you can use today Putting it all together: what to use, when Don’t Miss Out—we’ve brought in experts from both CPC Strategy & Zaius to provide 5 powerful audience segments for your AdWords strategy.

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5 Powerful Audience Segments For
Your AdWords Remarketing Strategy

2. Today’s Logistics
● Session Recording + Slides Will Be Sent Out
● Check out the Handouts section!
● Submit Questions to Our Panelists

3. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

4. Solutions

5. Overview
Go to market launch in 2015
Recently raised $30 Million Series B Funding
Aims to empower marketers with a B2C CRM
What We Do
Single Customer View
Marketing Automation
Attribution and Analytics
Data Integrations
About Zaius

6. Eric Keating
VP of Marketing
Today’s Speakers
Jason Bell
Sr. Retail Search Manager

7. Today’s Agenda
● Remarketing Options in Google AdWords
● Audience Segmentation via First Party Data
● 5 Powerful Audience Segments
● Common Mistakes We See

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STACK TEXT ROW 2Different Remarketing Options Available

9. Why Remarket?
6 Reasons To Implement Remarketing:
● Increased Reach
● Lower CPC
● More Granular Advertising Strategy
● Move Prospects Down Purchase Funnel
● Maximize Budget
● Increase Conversion Rate
Source: https://www.bluecorona.com/blog/how-remarketing-works

10. Remarketing Options in Google AdWords
There are 6 remarketing options available in Google AdWords:
● Standard Remarketing
● Dynamic Remarketing
● Remarketing for mobile apps
● Remarketing lists for search ads
● Video remarketing
● Email list remarketing

11. Standard Remarketing
Shows static ads to past visitors on websites & apps
on the Google Display Network.
● Why you should use standard remarketing:
○ Simple
○ Easy to manage
Image Source: https://support.google.com/adwords/answer/6310653?hl=en&ref_topic=6363797

12. Dynamic Remarketing
Show tailored remarketing ads for content or
products to people who previously visited.
● Why you should use dynamic remarketing:
○ Ads can scale with products and services
○ High-performance layouts
○ Customized look & feel catered to each user
● Typically one of the better performing remarketing campaigns, if you
have a feed available.

13. Dynamic Remarketing
Example A
What You’ll Need:
● Product Feed
● Tag with custom
parameters
● Product focused
audience lists
Added to cart

14. Remarketing lists for mobile apps
Show ads to past visitors to your mobile app or
mobile website.
● Use Remarketing lists for mobile apps to:
○ Capture redownloads of your app
○ Remind someone to take specific action within app
○ Increase frequency of use
○ Recommend new features
Image Source: https://support.google.com/adwords/answer/6310653?hl=en&ref_topic=6363797

15. Remarketing lists for search ads
Customize search ads campaign for people who
previously visited your site.
● Why you should use RLSAs:
○ Easy first step to introduce higher (or lower) bid adjustments for past visitors
○ Quick set up
○ Allows higher bids for higher intent customers
○ Custom Messaging (optional)

16. Video Remarketing
Serve ads to people who have interacted with your
YouTube or other videos.
● Use video remarketing to:
○ Appeal more to mobile users
○ Engage passive buyers
○ Showcase your brand
Image Source: https://www.disruptiveadvertising.com/video-advertising/video-remarketing-ads/

17. Email List Remarketing
Serve targeted ads to email lists you upload.
● Use email list remarketing to:
○ Prioritize customers with high intent or engagement levels
○ Combine with RLSAs to re-engage previous customers on search

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First party data drives
Audience Segmentation

19. Why segmentation is important

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Solid customer
data is the key to
a successful
segmentation
strategy.
Segmentation is only as good as your data

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Consolidate customer data
Who exactly are
your buyers?
● The average person has an average
of 6 identities in your marketing
systems.
● Identity resolution technology can
unify customer data across
marketing systems.
● Understand the historical behavior
of each and every customer.

22. Dynamically segment your buyers

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5 Powerful Audience Segments

24. 1. Abandonment segments

25. Cart & Browse Abandonment
Simple use cases:
● Shopper browsed your site, then left.
● Shopper added products to cart, but did not
ultimately purchase the products.
Campaign: Target cart or browse abandoners with
personalized content, including the products they’ve
browsed or nearly purchased.

26. 2. Lifecycle segments

27. Capture buyers throughout their lifecycle

28. 3. Unengaged segments

29. Grab your buyers’ attention before they leave
Simple use case:
Buyers who haven’t engaged with your brand on any
channels whatsoever in the past 60 days.
Campaign: Try a winback campaign that directly
addresses the elephant in the room and leverages what
you already know about the customer to personalize it.

30. 4. Time-specific segments

31. Time is your friend when it comes to segments
Simple use cases:
● Buyers purchase a product that you know will eventually
run out
● Buyers purchase a product they only use in the summer
or winter
Campaign: Try a replenishment or seasonal campaign that
follows up with buyers after a set amount of time.

32. 5. Upsell segments

33. Sell across categories and pair similar items
Simple use cases:
A buyer who bought one category of your product is often
interested in buying another category of your products.
Campaign: Create an upsell or cross-category campaign that
will engage buyers more deeply in your product catalogue.

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STACK TEXT ROW 2Common Mistakes We See

35. Mistake #1
Creating niche lists that are too small
● Understand your current traffic levels
to create lists that are both meaningful
but are not too niche
● At least 1,000 users for Search & 100
for Display
Image Source: https://searchengineland.com/10-common-mistakes-setting-audiences-adwords-229858

36. Mistake #2
Difference between Target & Bid vs Bid Only
● Understand if you want your campaign
to only serve to remarketing lists or be
eligible to all users
● Recommend usage of RLSAs across all
Search & Shopping campaigns
Image Source: https://www.digitalmarketer.com/increase-adwords-roi/

37. Mistake #3
Reluctance to implement lists or bid aggressive (RLSAs)
● We typically see high conv rates with
RLSAs, test high % bid adjustments
(150%+)
● Email lists typically perform very well,
don’t be afraid to upload these into
AdWords
Image Source: https://mobilemarketingwatch.com/dynamic-remarketing-game-changer-advertising-industry-72853/

38. Mistake #4
Not auditing placements
● Keep an eye on placements within
Display remarketing campaigns
● Easy to ignore mobile and mobile app
spend which can severely impair
performance

39. Today’s Recap
● Remarketing Options in Google AdWords
● Audience Segmentation via First Party Data
● 5 Powerful Audience Segments
● Common Mistakes We See

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What Now?
bit.ly/AdWords-Remarketing-Evaluation
Schedule Your 1-1
Retail Search Evaluation
CPC Strategy’s Retail Search Evaluation is an in-depth 60-minute analysis and assessment of a
retailer’s existing Google Shopping campaign architecture, targeting settings, product feed,
product pages, and profitability metrics/

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42. Eric Keating
VP of Marketing
Questions For Today’s Speakers?
Jason Bell
Sr. Retail Search Manager