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REMARKETING
A guide to the customer journey
Vanessa Meyer, Marketing Director at Load Impact
March 24th, 2015
@VanessMeyer @webbdagarna#webbdagarna#remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Both credited with conceptualizing the first “Marketing Funnel”
Salesmanship magazine, 1904
Elias St. Elmo
Founder of Association of National
Advertisers, 1898
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Source: Salesmanship magazine, 1904
Attention
Interest
Desire
Conviction
Sale
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Showing that every sale is offset by attention, interest, desire, and conviction
@VanessMeyer @webbdagarna#webbdagarna#remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
AARRR!
THE TRUTH IS….
👤
$
! !
? ? ?
ActivateSellAwareness
$
@VanessMeyer @webbdagarna#webbdagarna#remarketing
👤
$ $
@VanessMeyer @webbdagarna#webbdagarna#remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
“Do not mistake polite attention for interest and do not
assume when a desire for possession is aroused that
conviction has been reached.”
- Frank Hutchinson Dukesmith, editor of the Salesmanship magazine, 1904
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Re-marketing:
A way to increase sales/engagement by identifying when attention
has turned into interest and when desire has become conviction
“Retargeted customers are 70% more likely to
complete a purchase than someone who has not
been remarketed to”
Source: Criteo
@VanessMeyer @webbdagarna#webbdagarna#remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
search
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Google Dynamic Remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
email remarketing
in-app
notification
remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
How to get started…
1. Define goals
2. Create lists and segments
3. Ads, categories and site settings
4. Tools to use
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Attention has turned to interest
Reviews informational content related
to the problem your business solves.
Example: whitepaper, blog post,
podcast
A.
Create interest: visits
homepage and features page
and session duration >5 minutes
Goal
1. DEFINE GOALS
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Attention has turned to interest
Comes to homepage via
quality referral.
Example: news article,
forum post, social media
B.
Create interest: signs up for
trial, subscribes to promotional
newsletter or requests demo
Goal
1. DEFINE GOALS
Attention has turned to interest
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Desire has become conviction
Begins conversion progress
Example: adds to basket,
clicks “buy now”, attends
demo webinar
C.
Reach conviction:
purchases, subscribes to
service, etc.
$
Goal
1. DEFINE GOALS
@VanessMeyer @webbdagarna#webbdagarna#remarketing
D. ♥
Reach conviction: usage/
visit frequency greatly above
avg., uses all features, buys
across categories, refers
♡
Reviews up advanced features, buys
Example: consults integration docs,
API, schedules training, joins loyalty
program, enters credit card details
Goal
1. DEFINE GOALS
Desire has become conviction
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Google Analytics Goal Flow report
All visitors
Completed goal
or action
Specific page or sections
Custom
segments
@VanessMeyer @webbdagarna#webbdagarna#remarketing
2. CREATE LISTS & SEGMENTS
@VanessMeyer @webbdagarna#webbdagarna#remarketing
2. CREATE LISTS & SEGMENTS
2. CREATE LISTS & SEGMENTS
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Click drop-down and “build audience”
@VanessMeyer @webbdagarna#webbdagarna#remarketing
2. CREATE LISTS & SEGMENTS
@VanessMeyer @webbdagarna#webbdagarna#remarketing
2. CREATE LISTS & SEGMENTS
👤
$
Long distance
relationships
Virtual team
managementTeam
brainstorming
How to keep track of
kids while traveling Task sharing
E-learning and
online classes
Group games
online
👤
$
International
project planning
Watch sports with
friends online
Group gaming
Topics for list building:
E-education/learning
Long distance relationships
Team collaboration
2. CREATE LISTS & SEGMENTS
List must have at least 100visitors to begin display remarketing
Don’t be a stalker. Add converted visitors to separate list and
remove them from remarketing campaigns.
🔎
🌄
List must have at least 1000visitors to begin search remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
2. CREATE LISTS & SEGMENTS
Social proof
@VanessMeyer @webbdagarna#webbdagarna#remarketing
3. ADS, CATEGORIES AND SITE SETTINGS
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Improve re-call: use similar colors and fonts to website
Prevent banner burnout:
use variety of sizes/types and
refresh regularly
Avoid over-exposure:
set scheduling and frequency caps
3. ADS, CATEGORIES AND SITE SETTINGS
@VanessMeyer @webbdagarna#webbdagarna#remarketing
Targeted message
Clear
call-to-action
Related landing page
Ad
segment
#1
segment
#1
#1
#1
#1
3. ADS, CATEGORIES AND SITE SETTINGS
Category exclusions
@VanessMeyer @webbdagarna#webbdagarna#remarketing
@VanessMeyer @webbdagarna#webbdagarna#remarketing
3. ADS, CATEGORIES AND SITE SETTINGS
3. ADS, CATEGORIES AND SITE SETTINGS
@VanessMeyer @webbdagarna#webbdagarna#remarketing
2003 EU e-privacy directive that requires web sites to get the consent of users before using tracking
technologies such as cookies.
@VanessMeyer @webbdagarna#webbdagarna#remarketing
4. TOOLS TO USE
Re-marketing + Big Data
= Pre-Marketing
Vanessa Meyer
@VanessMeyer
vanessa@loadimpact.com
Questions?
SOURCES
• Samantha Nobel, Koozai, Reach, follow, convert with remarketing, Biddable World 2014
• Chris Thomas, Resio, Retargeting: the new behavioral ads, 2011
• Ric Drago, Dragon Search, Who Created AIDA?, Integrated Digital Marketing, 2011
• Social Media Examiner, 4 ways Facebook Remarketing Will Improve your ROI, 2014
• Criteo
• IKEA

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Remarketing: A guide to the customer journey #Webbdagarna2015