This document discusses remarketing and retargeting strategies. It explains that remarketing uses Google AdWords to show ads to previous website visitors. Two main options are described: using AdWords remarketing campaigns or working with external retargeting providers. Key considerations for remarketing campaigns include building audience lists, ad design, timing, and preventing over-exposure. Innovation strategies suggested include cross-remarketing between sites and creating lists based on user behavior.

1. London | 20–24 Feb, 2012 | #seslondon
Remarketing &
Retargeting
Guy Levine - Return On Digital
@returnondigital / @guylevine

2. London | 20–24 Feb, 2012 | #seslondon
The basics
• Retargeting is a simple way to connect with users, based on their past
interactions with your website.
• Remarketing, as it is known to AdWords users utilises a combination of its
AdWords advertising platform and display network to show ads to your previous
site visitors based on a CPC model.
@returnondigital / @guylevine

3. London | 20–24 Feb, 2012 | #seslondon
@returnondigital / @guylevine

4. London | 20–24 Feb, 2012 | #seslondon
What are the options?
Option 1
Setup a Remarketing campaign within your Google AdWords account.
Positives
• Setup is relatively quick
• AdWords reporting interface
• CPC model
Negatives
• Limited to Google’s network of sites
• Limits to Ad design technologies
@returnondigital / @guylevine

5. London | 20–24 Feb, 2012 | #seslondon
What are the options?
Option 2
Work with external Retargeting providers such as Criteo or Chango and supercharge
your Retargeting strategy.
Positives
• Network of sites far greater
• Run dynamic personalised ads
• Typically better CTR’s
Negatives
• None that we can see!
@returnondigital / @guylevine

6. London | 20–24 Feb, 2012 | #seslondon
AdWords Remarketing – How?
• You need to add a piece of remarketing code to pages of your website.
• Once added, you will start to build your audience lists.
• Once your audience lists reach 500 people your ads will start to display.
• You can create as many lists as you want. Be creative.
@returnondigital / @guylevine

7. London | 20–24 Feb, 2012 | #seslondon
Image ads with an eye catching message/offer work far better than
text ads.
You can upload ads in many sizes including:
728x90, 468x60, 200x200, 120x600, 160x600, 300x250, 336x280
@returnondigital / @guylevine

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What you need to know
• The more targeted the traffic is, the better the response will be.
• Determine the best time to remarket (dependant on your
industry/product). This may not be straight away. Timing is key.
• Start building your remarketing lists now even if you don’t intend to use them straight
away. When you do, at least you will have enough people in your list to get your ads live.
• Have set lifespans for your lists. Getting followed for a few days = catchy.
Few weeks = could be annoying.
Few months = could negatively affect your brand.
All depends on what business/market you are in. Know when enough is enough.
@returnondigital / @guylevine

9. London | 20–24 Feb, 2012 | #seslondon
• Image ads on the Google content network can take a week or more to be approved in busy
times. Plan ahead, get your ads uploaded at least 2 weeks before you intend on running your
campaign.
• Use lots of creative designs/sizes to prevent banner burnout. People get frustrated with the
same ad following them around.
• Combine your lists to make custom combinations. Use this to remove people who have
already purchased etc.
• Use frequency capping and ad-scheduling settings to prevent over-exposure.
• Once the ads have been running and you have placement report data look at what sites
your remarketing ads have been appearing on. Add negatives for any sites that are costing
money but not driving sales or that aren’t relevant to your brand.
@returnondigital / @guylevine

10. London | 20–24 Feb, 2012 | #seslondon
Remarketing Innovation
• Ads with a low call to action can be used to build your brand/message. Maximise
brand awareness.
• Do you have more than 1 site? Add codes on each and remarket between them.
• Create remarketing lists for visitors who convert by time of year/month. Eg, winter coat,
car insurance, mobile contracts, gym memberships.
• Use Facebook advertising campaigns to drive demographically targeted visitors to
specifically created landing pages on your site – allowing you to create bespoke lists. Use
this to create ultra targeted campaigns based on gender, interests, age, education level,
location, marital status etc.
@returnondigital / @guylevine

11. London | 20–24 Feb, 2012 | #seslondon
Remarketing Innovation
• Want to build your social following? Send remarketing visitors to your Facebook or Twitter
pages to increase fans and followers. Much softer sell and allows you to communicate with
them over a much longer period. Engage the user.
• Alter your site confirmation pages depending on the type of product purchased. Categorise
into separate lists and use this to xsell or upsell.
• Do you have a signup/registration form on your site? Use dynamic script injection on the forms
to build highly targeted lists. Demographics etc based on the fields on the form.
• Setup auto remarketing campaigns.
1 week after first visit/purchase – 2 weeks after – 1 month after.
@returnondigital / @guylevine

12. London | 20–24 Feb, 2012 | #seslondon
Remarketing Innovation
• Want to build your social following? Send remarketing visitors to your Facebook or Twitter
pages to increase fans and followers. Much softer sell and allows you to communicate with
them over a much longer period. Engage the user.
• Alter your site confirmation pages depending on the type of product purchased. Categorise
into separate lists and use this to xsell or upsell.
• Do you have a signup/registration form on your site? Use dynamic script injection on the forms
to build highly targeted lists. Demographics etc based on the fields on the form.
• Setup auto remarketing campaigns.
1 week after first visit/purchase – 2 weeks after – 1 month after.
@returnondigital / @guylevine

13. London | 20–24 Feb, 2012 | #seslondon
Remarketing &
Retargeting
Guy Levine - Return On Digital
@guylevine @robhillyard
www.returnondigital.com
@returnondigital / @guylevine