Advanced Remarketing Features: Strategies for Success

1. adCore University Presents: adCore University Advanced Remarketing

2. Presented by: Advanced Naomi Hauser Technical Support Specialist

3. Guest Lecturers: Advanced Dror Aharon SEM Account Manager David Markovitch Media & Performance Dept. Manager Lior Vainshtein SEM Account Manager

4. Talk to us! : @adcorelive : adCoreScreenShare : support@adCore.com Advanced

5. Advanced Remarketing Advanced All about Advanced Remarketing Features in the Google Network

6. Agenda New Features • What is remarketing? • An overview of different platforms used for remarketing • AdWords RLSA (Remarketing Lists for Search Ads) • Analytics remarketing list • YouTube remarketing • Questions

7. Introduction Advanced What is remarketing? Remarketing (Retargeting) allows you to find visitors who previously interacted with your site, and target them. Show them ads that are tailored based on which sections of your site they visited. Your ads appear on Google Display Network or as they search for terms related to your products on Google.

8. Introduction Advanced • Why use remarketing ? • Reduced cost per impression • Better conversion rates • Improved ROI • Precise targeting • Cost effective branding

9. Platforms Advanced

10. AdWords remarketing Advanced

11. Advanced Remarketing Advanced RLSA (Remarketing List for Search Ads) Lior Vainshtein SEM Account Manager

12. AdWords RLSA Advanced • What is it? • Why use it? • Limitations • Tips and Strategies • Insights

13. AdWords RLSA Advanced What is Remarketing List For Search (RLSA)? It’s similar to a Display AdWords Remarketing list. BUT: It lets you customize your searchcampaign for people who have previously visited your site, and tailor ad creative and/or your bids to these visitors when they're searching on Google. Display Remarketing RLSASearch VS. PushPull

14. AdWords RLSA Advanced Where to create an RLSA audience List? • Shared Library • Audience • + Remarketing List

15. AdWords RLSA Advanced Limitations • Minimum number of 1,000 cookies • Set on the ad group level • Google Analytics audiences – can’t be used for RLSA • Shopping Campaigns

16. Our Recommendations: Advanced Tip #1: Add audiences for all search campaign ad groups! • Start with no bid adjustments to gather statistics • Based on the statistics, increase/decrease bid adjustments or split out campaigns using target and bid settings.

17. AdWords RLSA Advanced How to Add the List to your Search Campaign • Audiences Tab • + REMARKETING • Select the ad group • Select the audience lists you will like to target • Select ‘target and bid’ or ‘bid only’ setting

18. AdWords RSLA Advanced Tip #2: Which RLSA Settings is correct? • Target and bid – show ads onlyto people associated with these lists, with the option to bid on them • Bid only – add these lists so I can set bids on them, but show ads when my other targeting methods match

19. RLSA Strategies Advanced Tip #3: Add customized ads for website past visitors. • Example of ad copy: • 10% Off For Returning Customers • Special New deals Settings: Target and bid

20. RLSA Strategies Advanced Tip #4 - Adjust your bids for high/low quality audience lists (CPA) Settings: Bid only

21. AdWords RLSA Advanced Tip #5 - Create target and bid campaigns/adgroups for generic low position keywords and ’second chance’ keywords Reg. Search Campaign Past Visitors Campaign Settings: Target and bid

22. Increase Audience Size Advanced Tip #6 – Increase your audience size • Expand the time period: • All audience 90 days • All audience 90-180 days

23. My Insights Advanced • Use the target and bid audience? Don’t forget to exclude the audience from the original campaign • Check with the client for special offers for returning customers • DSA (Dynamic Search Ads). Available via the Editor!

24. Think Outside the Box Advanced Be creative • Cross Remarketing • Push by RLSA

25. Higher bids for more valuable customers Summary Advanced

26. Advanced Remarketing Advanced Analytics Remarketing List David Markovitch Media & Performance Dept. Manager

27. Analytics Remarketing List Advanced • Why use it? • Limitations • Highlighted Features • Examples

28. Why use it? Advanced • Remarketing list • Easy-to-use • Efficient • Increase conversions • Highly targeted

29. Limitations by AdWords Advanced • 2000 Remarketing Audiences per Analytics account. • 100 unique cookies for Display • 1000 unique cookies for Search

30. Limitations Advanced • Interests: • Adult activities (alcohol, gambling, adult dating, pornography, etc.) • Background: • Racial or ethnic information • Political affiliation • Religion or religious belief • Negative financial status or situation • Health or medical information • Targeting: • Children Restricted

31. Examples of Good lists: Analytics remarketing List Advanced • The Curious • Big Spenders • Socialites • Just Missed Em!

32. Best practices for Limitations Advanced • TIP #1: DON’T come off as CREEPY! • Frequency capping • Avoid personal info • Up to date privacy policy

33. Smart List Advanced • Tip #2: Use Analytics Smart Lists! • Automates and refines the decision making process of remarketing. • Predict visitors that are most likely to convert (based on visit duration, page depth, location, device, referrer, and browser). • Calibrate remarketing campaigns in AdWords to assign a value to each visitor.

34. Smart List Advanced

35. Enhanced Segmentation Advanced • Tip #3: Turn on your “Display Advertiser Features” and “Demographics and Interest Reports” • New feature: lists based on origin, behavior, and demographics.

36. Seasonal Or Event-Based Advanced • Tip #4: STAY CURRENT! • Promote current sales events to previous web visitors.

37. Product Or Service-Specific Advanced • Tip #5: Use logic. • Promote a specific product page • Encourage to revisit the page and convert • Customized remarketing list of visitors who have been to a specific product page

38. Advanced Advanced Remarketing YouTube Remarketing Lists Dror Aharon SEM Account Manager

39. YouTube Remarketing Advanced • Who should use it? • Linking to AdWords • Remarketing Lists • Recommendations • Tips and Insights

40. Who Should Use It? Advanced • Reaching a wider audience (Mostly B2C advertising) • Demonstrating product/service in a short period of time • Increasing ROI by targeting interested customers • Boost Brand Awareness & Customer Engagement Businesses interested in:

41. Why Link YouTube To AdWords? Advanced

42. Remarketing Lists Advanced Remarketing lists: Target viewers based past interactions with videos or YouTube Channel. Targeting groups: Select different targeting settings.

43. Recommended Remark. Lists Advanced TIP #1:Choose the right remarketing List • Viewers who have visited your site but did not convert in the past 7/30 days. • Viewers who have converted only once in the past 7/30 days.

44. Recommended Remark. Lists Advanced • Negative Remarketing Lists: Audience who have converted • Negative Keyword List: from previous example keyword related to meat

45. Match Your Videos With Your Audience Advanced TIP #2: Choose the right Video for the right audience. • Don’t show vegetarians a video describing delicious meat products. • Create different campaigns with videos for different purposes (Branding, targeting a specific audience etc.) Check Out what Burger King did:

46. Companion Banner Advanced TIP #3: Upload your own ‘Companion Banner’ don’t let google choose! • The companion banner continues to show, even when the video ad has been skipped. • Any click which follows is free for the advertiser. This is quite a nice feature.

47. Bumper Ads Advanced TIP #4: Get yourself a bumper ad! • Bumper ads – Pre-roll video format running only 5 seconds - resulting in higher view frequency. Great for driving brand awareness and recall.Bumper Example

48. Summary Google AdWords (RLSA) Google Analytics (Segments) YouTube (Connect it) Advanced Just USE It

49. Questions: Questions Advanced ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?