PPC Chat Streamcap – AdWords Display Network – Part 2

This week Matt Umbro (@Matt_Umbro) follows up last weeks question set with Part 2 titled “AdWords Display Network – Part 2.” The following is the transcribed Streamcap from the live chat:

Q1: Do you prefer the new AdWords remarketing format or the legacy version? Why or why not?

  • I might be the only one, but I actually prefer different codes for various sections…but my view could change in the future. Some will argue that 1 code is easier for developers…which is true, but I still prefer unique codes- easier for me to organize. – Matt Umbro (@Matt_Umbro)
    • How is it easier to organise? – Tamsin Mehew (@TamsinMehew)
      • I like the idea of specific codes for specific pages, not as much a fan of setting up tag based rules. – Matt Umbro
  • Love the new one. Trying to get clients to put the right codes in the right places is like herding cats. – Elizabeth Marsten (@ebkendo)
  • Too early to say. Like the idea of one code for all, but haven’t taken advantage of it yet. – Richard Fergie (@RichardFergie)
  • The new one, hands down. Getting tech to implement tags used to be on of the biggest challenges with Remarketing. – Martin Rottgerding (@bloomarty)
    • I feel the same way. Once I get my clients to place the new codes, it’ll be smooth sailing, and I love it. – Amanda West-Bookwltr (@Amanda_WestBook)
      • This is why if I can I try to get access to FTP, etc. so that I can implement myself. It ultimately depends on the know-how of client & checking that the tag is in the right place – Stephanie Cockerl (@StephCockerl)
  • I also prefer the new ones, avoids common mistakes. But I’m pretty the new ones will bring different challenges. – Chris Gutknecht (@ChrisGutknecht)
  • One code is definitely easier when you have to go through developers to place it on a site. – Timothy Jensen (@timothyjjensen)
  • Anyone envision any problems with tagging URLs based on the new code? – Matt Umbro
    • There certainly are problems with complicated URL structures: takes up more time, prone to mistakes. – Martin Rottgerding
  • Agreed. Seems like the new code is more involved to implement, but new targeting features w/Analytics are cool. – Logan Durant (@THELoganDurant)
  • Legacy code easier to get to after the fact if u wanted to grab the code or edit the settings. New code is easier to use with GA. – Brett Stevens (@BrettStevens1)
  • The new Google remarketing code will make tag implementation so much easier for our clients and let us focus on the strategy. – eliteSEM (@eliteSEM)

Q2: What have been your experiences so far with remarketing via Google Analytics?

  • Just set up my first GA remarketing this week…curious to hear from those who have been using it longer. – Timothy Jensen
  • None yet, but interested to set thresholds for minimum time spent on site, or min number of products viewed. – Logan Durant

Q3: Do you or your agency charge a separate fee for remarketing? How do you price the service?

  • Our agency includes remarketing spend into our monthly management fee or %. – eliteSEM
  • No additional fee at this point – it’s part of our PPC service. May change with the new tags though as it becomes more popular. – Melissa Mackey (@Mel66)
  • Normally not a separate charge. If remarketing is lowest hanging fruit, we go after it. – Richard Fergie
  • Using a % of spend pricing structure allows you to not have to worry about that! – Amanda West-Bookwltr
  • We charge for setup separately by the hour, the actual management is rather low-maintenance, so no extra cost. – Chris Gutknecht
  • Same as others have said, included in setup/management cost. We present as one of several display targeting options. – Timothy Jensen
  • It’s included. We even talk them into it. Agree with Melissa, might need to re-examine soon. – Elizabeth Marsten

Q4: What are some unique remarketing audiences you have created?

  • We like to use cookie expiration for staggered offers based on time/recency in addition to normal shopping cart abandonment. – eliteSEM
  • I really like delaying stuff. Buy product then 6 months later BAM! adverts for consumables. Also doing it around seasonal occasions (e.g. Xmas buyers) but this takes time to see if it works – Richard Fergie
  • I target purchasers too. For a client that’s a monthly subscription service, I start again after a month! – Amanda West-Bookwltr
  • With long cookie durations, hitting product-page visitors w/ news info 4 months later, eg training invites, events, offers etc. – Chris Gutknecht
  • Testing remarketing vs poor performing email segments, pixel the message and serve ads that match it. – Chris Kostecki
    • Have you seen good results so far? – Matt Umbro
      • On cross-channel remarketing, yes. Haven’t had a chance to get into the search companion, but eager to!

Q5: What do you believe the future of remarketing to be (formats, ads, etc)?

  • Any/All formats they can give you. – Robert Brady (@robert_brady)
  • SEARCH! – Richard Fergie
  • I’m hoping the believe the future of remarketing includes tablet & mobile devices linking with desktop campaigns. – eliteSEM
  • Remarketing ads on the search network. – Luke Alley (@LukeAlley)
    • Depending on the search, ads can be triggered on the DN. – Matt Umbro
      • Can you explain more? – Luke Alley
        • Basically, the search will trigger ads on the DN…So if you sell coffee tables and someone searches for “coffee tables” on Google, whether they click a paid listing or not, when they go to a DN site this visitor has the potential to see your ad because of the initial “coffee table” search. – Matt Umbro
          • This is based on the referrer data tho, and impacted by (Not Provided), which is a growing share of search traffic. – Chris Kostecki
          • That makes sense. Thanks. Maybe they are falling into a topic or interest category then? – Luke Alley
  • Is it weird that I had a dream about search companion marketing before I even knew what it was? – Matt Umbro
  • I’m also hearing about a beta that will let you remarket to users similar to your remarketing lists. – Robert Brady
    • Yeah, I’ve got a client in that beta! It’s getting great returns. It’s called “similar users”. – Amanda West-Bookwltr
    • Do you think that will be any better than interest targeting? – Richard Fergie
      • I’m hopeful they’re more qualified, but I’ll be testing soon. – Robert Brady
  • Remarketing will become even more of a cross-channel vehicle (a little late to the party). – Chris Kostecki (@chriskos)
  • More affinity/likester type targetabilty. Like what Robert Brady is talking about. – Elizabeth Marsten

Q6: How do you utilize remarketing data to improve and expand your overall Display Network presence?

  • It’s great for finding new placements that you never would have thought of yourself. – Robert Brady
  • Gives a fascinating and informative look into what type of sites your site visitors visit. – Melissa Mackey
  • Good to see which messaging resonates well…even if these visitors have already been to your site. – Matt Umbro
  • Since placements are not as important in remarketing, we use remarketing for performance and GDN reach but not as much for data. – eliteSEM
  • It’s also a great way to intro new products/offers/etc., often that gets people off the dime. – Melissa Mackey
  • Sometimes it makes me wonder about certain visitors though. – Robert Brady
  • Helps make the CPA/costs of Display a little more palatable to clients. – Elizabeth Marsten
    • Using RM to support display is a pet peeve, it really clouds the performance picture. – Chris Kostecki
  • Mostly use it to plug up site inefficiencies as opposed to a discovery tool, but some great ideas are being shared here! – Chris Kostecki
  • I use remarketing placement reports to test those placements on new traffic. like minded people tend to visit same sites. – David Kyle (@DavidKyle)

Resources

More PPCChats

Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.

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Streamcapin’ ain’t easy!

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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