Remarketing: Using Data From the Past to Take Your Marketing to 1.21 Gigwatts! - SLC|SEM
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SLC|SEM Presentation by Susan Wenograd October 21, 2015
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Remarketing: Using Data From the Past to Take Your Marketing to 1.21 Gigwatts! - SLC|SEM
- 21. Length of Run User Bucket Free Shipping Discount No offer, different creative Exclude Include (translate to URL) Life of Message Viewed (x) page(s) x Purchasers Viewed Pricing/Features 30 Days Purchased A: Add-on B x x Non-purchasers Purchased Product A 3 Days Free Trial x Purchasers Signed up for free trial 5 Days Abandoned Cart x Purchasers Viewed Cart Total 45 Days Strategic Incentive URL Mechanics
- 24. User Bucket Free Shipping Discount No offer, different creative Abandoned Cart x Strategic Incentive
- 40. Site visit Ad creative addressing behavior or perceived needs User clicks Landing page specific to ad message & user path
Editor's Notes
- Non-purchasers Purchasers Product lifecycle Site behavior Free trials Competitor offerings Pricing Time of year
- Align audiences, needs and habits
- AdWords rules: 100 cookied users for display ads, 1000 cookied users for search remarketing
- Let’s say it’s coming up on Christmas, and you want to message site visitors who purchased gifts for the lady in their life in the past few months. You will be tapping two audiences: Purchasers and those who visited pages about Gifts for Women.
- Cookies automatically start. Some RM programs will have a choice for the window in which you want your ads to work. Other programs don’t, so you have to think through it a bit more. When you set up a custom combination of two audiences, all parameters you’ve set up must be met for the ad to show.