Remarketing in 2013

This week James Svoboda (@Realicity) guest hosted, asking an interesting question set titled “Remarketing in 2013.” The following is the transcribed Streamcap from the live chat:

Q1: What do you consider to be Remarketing Best Practices?

  • Limiting the remarketing time-frame so as not to annoy people. – Mark Kennedy (@markkennedysem)
  • ….do it! Avoiding re-marketing is leaving money on the table. – Aaron Levy (@bigalittlea)
  • Set-up lists early to start populating based on expected future remarketing campaigns. – James Svoboda (@Realicity)
  • Make Sure You Remove “Purchasers” from the remarketing barrage. – Bryant Garvin (@BryantGarvin
    • Do you mean remove completly, or from certain remarketing campaigns? – James Svoboda
    • Unless you’re targeting them for complementary purchases. – Melissa Mackey
      • I mean Don’t spam them with the same product ads/offers great way to NOT get repeat business. Offering other products/services is one thing, Constantly seeing the same ads day after day another. – Bryant Garvin
  • Do not over stalk people! #ppcchatAlso try out other things besides just adwords. We have great success with other networks too. – Derek Ostler (@DerekOstler)
  • Making sure you are getting enough traffic to populate the min. audience list size for granulated remarketing campaigns. – Gil Hong (@ghong_af)
    • Are there minimum audience sizes any more? I thought that went away several months back. – James Svoboda
      • I believe they got reduced from 500 or so to 100 for the min. audience list size. – Gil Hong
      • I know it went from 500 to 100…hadn’t heard that it dropped further. – Timothy Jenseny (@timothyjjensen)
      • 100 afaik. – Aaron Levy
  • a. Getting them to put the GA code on their site; b. Getting creative for image remarketing. – Melissa Mackey (@Mel66)
    • Honestly? I find that OVERLY creative ads don’t help. Interfere w/messaging. – Theresa Zook (@I_Marketer)
      • True, but I’ve found that image ads are better than text. Also need to match client branding, etc. – Melissa Mackey
        • Totally agree w/both. Just–some mrktrs get so busy being creative they bury their product. – Theresa Zook
  • Test offers. Don’t offer discounts when you don’t need to. – Ginny Marvin (@GinnyMarvin)
  • Testing a variety of ad copy variations, including a mix of text and image ads. – Logical Media Group (@LogicalMediaGr)
  • Don’t send them to the same page they didn’t convert on last time! Give them a different look and CTA. – Noah Brooks (@noahbrooks)
    • And dont use the same ads! – Aaron Levy
  • Segment as much as possible, by product type or by demographic of the user. Ads should change over time. First 2 weeks show a discount, second 2 weeks show discount + free shipping. Evolve or be stale.- Jesse Semchuck (@jessesem)
  • Having different ads also has the advantage that you can say “that is a retargeting ad” when clients wonder about them. – Richard Fergie (@RichardFergie)
  • Make sure to have it set up with your data feed so they will see the products they were looking at in the shopping cart. – Derek Ostler
  • Use layers to have a more focused target market. – Cody Blair (@TheCodyBlair)

Q2: How has Remarketing changed for you now that Remarketing Lists are available in Google Analytics?

  • Easier to quickly segment to a specific URL. – Timothy Jensen
  • Have not tried them–wld only need if I had a client not doing AdWords? – Theresa Zook
  • Once a client implements the code, we can test different segments quickly – unlike before. – Melissa Mackey
  • Not much. I try to use Google for retargeting only when necessary. Too many good options out there with better penetration. – Jesse Semchuck
  • No need for additional code. Not that it’s hard to get clients to make changes to sites. – Bryant Garvin
    • Although you still need to modify the GA code – something I learned the hard way. – Timothy Jensen
  • Can now crete combinations based on virtual pageview goals that you couldn’t track previously with the old code-based tracking. – James Svoboda
  • Love being able to target on all GA metrics. – Melissa Mackey
    • Use Google Tag manager – no need to harass client – we’re implementing on a new eCommerce build at the mo. – Andrew Baker (@AndrewBaker72)
  • We actually don’t use it. Analytics re-marketing tag can be blocked by AdBlock/others & hurt site data. Global RM tag is safer. – Aaron Levy
  • All the features were there before, it was just a matter of making it easier via analytics. – Doug Thomas (@ferkungamaboobo)
  • Haven’t looked into it yet! Since we host separate website builds for organic/sem, we keep organic and SEM visitors separate. – Gil Hong
    • You don’t send the SEM/PPC traffic to a landing page on the same domain? – Jesse Semchuck
      • It’s what we refer to as a Landing Domain strategy when client’s main site might be a mess to deal with. – James Svoboda
  • Also, easier when you don’t have to have a dev. implement extra remarketing code when Analytics is already installed. – James Svoboda
  • Makes everything so much nicer and neater. Dealing with devs can be the pits. – Elizabeth Marsten (@ebkendo)
  • No need for additional code. Not that it’s hard to get clients to make changes to sites. – Logical Media Group

Q3: Does Remarketing consist of just Images and/or do Text Based ads play a role in your campaigns? Any preference?

  • I think both have their place. It really depends on the audience and sites they are going to. – Bryant Garvin
  • Much prefer image ads – better results all around, at least in my experience. – Timothy Jensen
  • Found text ads to be typically less effective in our industry. But in random ad groups text ads are better than banners. – Neil Sorenson (@iNeils)
  • We use more image ads, but do mix in text ads as well. – Mark Kennedy
  • I like to separate mine out, but personally prefer image ads. – Noah Brooks
  • Also use remarketing extensively with AdWords for Video campaigns. – Timothy Jensen
  • Launch w/ both, but in separate ad groups for easy optimization/monitoring. Sometimes text does better, never know till you test. – Aaron Levy
  • Prefer images as they seem to work better, but we test both; or use text if image not available. – Melissa Mackey
  • I test them both, but I find Image ads to be more effective most of the time. – Brett Stevens (@BrettStevens1)
  • It’s like saying only use one size of banner/image ad. You don’t want to limit something that could work. – Bryant Garvin
  • Dynamic image ads convert the best. It helps if you have them smash the fly or pull the slot machine handle in the flash ad. – Jesse Semchuck
  • Image ads usually get better CTR, but are limited in volume based on sizes/AdSense adoption. Text ads are easier to implement. – James Svoboda
  • Text based ads have much wider reach so I include them. Image ads normally perform better (& can track view-throughs). – Richard Fergie
  • Since branding is pretty important for the local car dealerships we work with, image ads with logos and dealer names is key. – Gil Hong
  • It’s important to test both. Sometimes one works better than the other. – Logical Media Group
  • Mostly use image, dislike banner, always include text for maximum coverage. – Theresa Zook
  • Both! Make sure that you have a variety of imagine sizes so that the website can pull the right image dimensions. – Cody Blair
  • Agreed, won’t send back to the page they didn’t convert on. Bigger fan of image than banner. It just converts better. – Bryan Cisler (@Bryan_Cisler)
  • I like “text” in my “Image” ads. – Bryant Garvin

Q4: Have you noticed a change in Remarketing performance since Google added Arrow button “–>” to Display/AdSense text ads?

  • Not a bit. I think changes like that are blown up by those in the industry and ignored/not noticed by those outside. – Aaron Levy
  • No change at all. Aaron Levy is right, a change like that makes for a good opportunity for something to blog about. – Jesse Semchuck
  • I analyzed Text Ad performance of a remarketing campaign today. CTR before Dec. 5th was 0.12%. After Dec. 5th was 0.22%. – James Svoboda
    • Any seasonality playing into those metrics? – Melissa Mackey
      • Not with this client. – James Svoboda
  • We’ve only just begun testing on remarketing, so nope!

Q5: What do, or would you do, differently for Ecommerce Remarketing campaigns?

  • Ecomm remarketing is fun! So many options: complementary products, repurchases, etc. – Melissa Mackey
  • Dynamic product banners. Product specific. Increasing discounts on a time trigger. Based on the niche maybe like products. – Jesse Semchuck
  • Re-marketing at the end of product life cycle rules! Someone buys new running shoes? Re-market to them 6 months later. – Aaron Levy
    • Great point. The sales cycle can be huge in Remarketing! – James Svoboda
  • The cart/funnel usually plays a large role in remarketing strategy. No cart: list 1, cart: list 2, cart & checkout: list 3. – James Svoboda
  • If possible like to try “Free Shipping” or something. Also extremely relevant image ads w/ exact or similar product. – Noah Brooks
  • Product specific marketing lists based on what the visitor viewed while on the site. – Brett Stevens
  • If the niche is right you can do email remark. on out of stock sizes or products. In stock triggered msgs through banners/email. – Jesse Semchuck
  • Anyone ever A/B tested product-specific ads (e.g. stalky zappos ads) vs. generic? Curious which actually works better. – Aaron Levy
    • I have. The product specific ones always did better. I can give you more details later if you want. – Jesse Semchuck
  • If Google decreased the required audience list size so that we can remarket faster for smaller ecommerce clients. – Logical Media Group

Q6: How are Lead Generation based Remarketing campaigns different?

  • Ads have to tell prospects something new. New UVP’s, new reasons to give info. Can also help push people down the sales cycle. – Aaron Levy
  • Similar to what I said before, but different value proposition than the first time. – Noah Brooks
  • Lead gen remarking needs to specific to the demo of the incoming user. They should focus on the benefit not a discount. – Jesse Semchuck
  • It takes much longer to build the audience lists up to 100, for most lead gen clients. – Logical Media Group
  • Cross promote related products/services. If they didn’t convert originally their intent might have changed since. – James Svoboda
  • If you can answer the customer question, “What will the I gain by coming back and filling the form out?” you win. – Jesse Semchuck

Q7: Have you used another solution for Remarketing other than Google? If so, what feedback and advice can you share?

  • I have used some others. Some (especially for EComm) the implementation process is horrendously complicated! But in return for complicated implementation you can usually get ridiculously awesome targeting and dynamic banners. – Bryant Garvin
  • We have used Bizo and other remarketing networks. Those cpgns are run by our display team tho so I don’t have specifics. I do know that performance is good overall, esp from Bizo. – Melissa Mackey
  • We have a client on adroll. Not a huge amount of volume, but the ROI works. – Mark Kennedy
  • AdRoll-Able to hit some placements not on Google Display Network. Doesn’t offer as extensive reporting, but interface is good. – Timothy Jensen
  • Testing Yahoo remarketing now, it’s surprisingly competitive with Google’s solution from a CPA standpoint. – Kristin McLeod (@kristinmc)
  • Tested Re-targeter before. Pretty bare bones, but does the job. Also evaluating AdRoll. – Aaron Levy
  • I have used MediaForge, worked well for e-commerce. Good reach and CPA model, not impression based. – Brett Stevens
  • I use a combo of Adroll, Fetchback, and Google. Email / out stock through MyBuys. – Jesse Semchuck
    • Fetchback implementation I found to be rather complicated for some of my clients devs. – Bryant Garvin
      • Fetchback is definitely for a brand, not a client. High monthly minimums, etc. – Jesse Semchuck
  • We’re playing around with adRoll. The price is definitely right for testing with self serve options. – Elizabeth Marsten
  • Yes we have and we have had really good success with it. – Derek Ostler

Q8: Do you have any creative Remarketing scenarios or examples that you can share with fellow PPCChaters?

  • I love using social to build remarketing & demo lists. You already demo targeted all you need is for them to click to pixel. – Bryant Garvin
  • Sample: Lingere ecom site now remarketing Christmas buyers with Valentines day ads. Targeted audience now has new need. – James Svoboda
  • Use remarketing lists in Adwords for video! (assuming you have sales-oriented videos). – Neil Sorenson
    • Or “thought leader” videos. Same goes for blogs! – Aaron Levy
  • Put re-marketing tag on Facebook pages! – Aaron Levy
  • Use cheap traffic sources, RTB strategies, or social to build segmented retargeting lists with custom banners for that audience. – Jesse Semchuck


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.


Check out the PPCChat Twitter list to see and connect with all current and prior participants.

• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Aaron Levy (@bigalittlea)
• Andrew Baker (@AndrewBaker72)
• Brett Stevens (@BrettStevens1)
• Bryan Cisler (@Bryan_Cisler)
• Bryant Garvin (@BryantGarvin)
• Cody Blair (@TheCodyBlair)
• Derek Ostler (@DerekOstler)
• Doug Thomas (@ferkungamaboobo)
• Elizabeth Marsten (@ebkendo)
• Gil Hong (@ghong_af)
• Ginny Marvin (@GinnyMarvin)
• Jesse Semchuck (@jessesem)
• Kristin McLeod (@kristinmc)
• Logical Media Group (@LogicalMediaGr)
• Mark Kennedy (@markkennedysem)
• Melissa Mackey (@Mel66)
• Neil Sorenson (@iNeils)
• Noah Brooks (@noahbrooks)
• Richard Fergie (@RichardFergie)
• Theresa Zook (@I_Marketer)
• Timothy Jenseny (@timothyjjensen)

Streamcappin’ in the Frozen Tundra

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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3 Responses to Remarketing in 2013

  1. […] Remarketing in 2013 – PPC Chat Streamcap, […]

  2. Some great remarketing tips here. Remarketing is going to be massive in 2013. Using pages like YouTube can be a great way to make lists. Using feeds in ad creatives can make sure you deliver real time pictures and prices.

  3. […] Remarketing 2013 PPC Chat Streamcap […]

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