How To Run Remarketing Like A Boss
June 17, 2013
Today’s post comes from PPC Hero Ally, Tyler Jordan of PPC Associates.
Think about remarketing like a recipe: it’s a best practice, but you don’t have to follow it to the letter; you can shape it to your tastes. You like your chicken spicy? Put some cayenne in it. If your funnel doesn’t match the one I’m about to show you, change it up to fit your style.
That said, I’ve found some cool ways of using the single-pixel solution to work really well in maximizing efficiency in remarketing campaigns for a couple of my accounts. The one I’m going to talk about specifically has a funnel that looks something like this:
Category Page >> Product Page >> Product Customization (size, color, etc.) >> Cart >> Confirmation Page
I’ve also run it on funnels that look something like this:
Sign-up page >> Verification >> Define Service Interest >> Lead
Now, the way I used to run remarketing – and the way a lot of people I know still run remarketing – was that I would focus on two elements: Cart Abandonment and everything else. I ran two scenarios: 1) people who had abandoned the cart in the last 7 days with converting users negged out; 2) people who had visited the site in the last 30 days with cart abandoners from the past 7 days and converting users from the last 30 days negged out. And it worked, but as with everything in online marketing it can always work better.
Pre-single pixel, you needed a pixel for each time frame, each stage in the funnel, and any action you wanted to bucket into an audience. If you wanted to get that sophisticated, the client’s site would be littered with remarketing pixels, and getting them put up or taken down was always a hassle.
The single pixel allows you the kind of flexibility that was always such a chore previously. You can easily bucket an audience based on pages they’ve visited and use different time frames with a quick couple of clicks.
So, using my funnel example above, I created pixels for each page in the funnel for 4 different time frames: 1, 3, 7, and 30 days. My bidding structure was as follows (simplified, but you get the idea): highest for most recent traffic and people who reached deepest into the funnel; lowest for older traffic and people at shallower places in the funnel.
The idea here is that someone who has abandoned a cart in the past 24 hours is much more valuable than someone who abandoned it 7 days ago, and both of those segments of traffic are more likely to convert than someone who visited a category page but didn’t take any more intent-driven action. Basically the old adage: not all traffic is created equal.
To make sure I created it cleanly, I created ad groups as follows (each target got the corresponding negative match on time frame):
– cart page visitors with confirmation page visitors negged out
– customization page visitors with cart page visitors negged out
– product page visitors with customization page visitors negged out
– category page visitors with product page visitors negged out
This allowed me to have clean buckets with no overlap and gave me some serious bidding control.
The fun part was watching how it actually performed. I had anticipated a more linear curve in how I was to bid, something to look sort of like this:
What I found was that the conversion rates increased dramatically once the user had reached the customization pages, and my bidding ended up looking more like this:
The other interesting piece is that the highest conversion volume ad group I have is the product page visitors/1 day audience – those who visited, got to a product they liked, then chickened out. This group made up 19% of my remarketing conversions over the past 30 days; the category page ad groups still reigned, as they are responsible for 37.3% of my remarketing conversions over the last 30 days. For conversion rate, though, Cart Visitors and Customization page visitors dominated, coming in at 11.25% and 8.83% respectively compared to a campaign average of 3.15%. The combined conversion rate for 1-day ad groups was 5.62%, while the 30-day combined conversion rate was only 1.81%.
The big thing here is there is some major efficiency to be gained when you break out these bids for different stages in the funnel and different time frames. Basically when I was bidding all cart traffic to one bid, and all other traffic to another bid, those customization page conversion rates were smoothing out a lot of inefficiency at the category page level. Now, following the breakout, I’ve been able to grow conversion volume while maintaining my CPA – and that’s the bottom line.
Tyler Jordan began in the search marketing industry in 2010 and joined PPC Associates in August of 2011. He recently held the position of PPC Manager at Build.com, where he managed hardware and ventilation categories on various sites within the company’s network of stores. While at Build.com, Tyler helped the company grow into one of Retailer Magazine’s top 100 internet retailers, overcoming Lowe’s to become the second-largest online retailer in the home improvement space. You can catch him here on his Google+
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.
[New Whitepaper!] 4 Ways To Survive PPC Campaigns for the Healthcare Market...
This whitepaper will highlight four examples of how thinking at the corners can help boost your PPC performance in the healthcare industry.
Create Visually Appealing Reports With Google Data Studio
When we talk about what tasks tend to eat up a significant chunk of time, reporting is surely mentioned. You may want to explore another option - Google Data Studio.
Liveblogging 2016 DoubleClick Announcements
Today is the day we learn more about the latest DoubleClick updates. Follow along live as we share DoubleClick's announcements as well as our opinions.
The 2016 Top 25 Most Influential PPC Experts
After a month of voting, rigorous research and data analysis, we are excited to announce the wildly anticipated list of the Top 25 Most Influential PPC Experts for 2016.
[New Webinar with AdEspresso!] 4 Effective Strategies for Facebook Lead Gen...
In this new webinar, AdEspresso and Hanapin experts discuss four effective strategies to use Facebook Lead Gen Ads for your business.
PPC Hero Launches New Site!
We're excited to announce the launch of a brand new PPC Hero! We've redesigned the site to be more search friendly with a better navigation system and more opportunity to find the right resources quicker.
How To Get More Out Of Excel Solver
Excel Solver is a fantastic tool, but most examples only cover simple marketing use cases. We’ll cover the next steps of enhancing your models and how to automate the process.
Where You Should Focus Your Facebook Brand Awareness Efforts
Learn the basic metrics to focus on when you want to build awareness on Facebook.
Google To Release New Shopping And Travel Features
Several upcoming changes to Google Shopping and travel-related ads can be expected in the near future. Read to find out more.