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Google Display Network retargeting (8)

10-30-2012 12:59 AM #1 scitox ()
Google Display Network retargeting

Hey guys (and girls),

I've been playing around with this idea for a few days now and I'm going to give this a shot.

The Idea
The Google Display Network is probably 1 of the biggest (if not THE) advertising platforms there is and it's often neglected by a lot of affiliates (while there's still so much money to be made if you run legit stuff). 1 of the great features they offer is retargeting. You can get a pixel from Google, add it to a website and you'll be building a (retargeting) list.

So, since any LP is also a website technically, it's also possible to put the pixel on your LP's. So basicly what I want to do is create a list of people who clicked my ads and annoy the hell out of them so they'll sign up at some point after being followed by my banners for days .

The setup
I placed the pixel on a LP of 1 of my Dutch campaigns (home country) yesterday for a shopping club offer (Dutch version of Beyond The Rack, e.g. 70% discount on clothes & shoes). Right now I have an audience of 5600 people who're on the list. The list will grow with 5000-6000 people per day.

I created another list for people who converted and added this pixel to the affiliate network I'm using. When I'm going to start the campaign I will only target people who clicked my ads but DIDN'T convert yet.

Next steps
Tomorrow I'll start creating banners and add them to Adwords. The banners will be direct linked to the offer. I'll update you guys daily on the revenue generated (hopefully), costs and other updates I made to the campaign.

Tips?
If anyone has tips or tricks to use on the Google Display Network, let me know !

Note: I will not disclose the affiliate network and specific offer I'm using, don't bother to ask.

10-30-2012 06:01 AM #2 dggcoil (Member)

I am doing this for several weeks now.
I would suggest you or anyone else trying this concept to check with the AM if that's ok with the advertiser first.
Dont ask specifically on the usage of the method. simply ask if it is ok to run display banners with the same source link of the campaign.

you would also need to use "smart" banners.

Good Luck

10-30-2012 09:17 PM #3 scitox ()

Quote Originally Posted by dggcoil View Post
I am doing this for several weeks now.
I would suggest you or anyone else trying this concept to check with the AM if that's ok with the advertiser first.
Dont ask specifically on the usage of the method. simply ask if it is ok to run display banners with the same source link of the campaign.

you would also need to use "smart" banners.

Good Luck
Good to hear, how did this turn out for you? Can you tell me what vertical you are doing this for?

Day 2
I created 3 banners today in 2 different sizes: 336x280 & 300x250. Normally these sizes get most clicks (in general) and I want to see what "type" of banner works best before I'll create the other sizes. All banners are uploaded to Google and are waiting for approvals. The daily budget of the campaign is set at 150 euro / day and my CPC is set at 0,25 euro.

Question: is it better to use CPM or CPC for this type of campaign? Or does the standard rule apply now as well: test with CPC, scale with CPM

You can find the banners in the attachment, here are the translations. (Yes, I got approval to use brand name & logo)

00: SALE: UGGS now 70% off. Register for free.
01: Pssst. Do you like discount? Click here!
02: We know your weakness! You love shopping and if possible with discounts. As a member of our exclusive site you'll always shop with 70% discount. Register for free!

Let me know what you guys think.

01-04-2013 01:48 PM #4 cygnusx (Member)

How did this turn out for you?

01-04-2013 07:17 PM #5 izzy (Member)

Google have launched new remarketing features lately. I.e. you can expand an audience based on a pool you've already collected, use search queries from Google Search as your audience (serve banners to people who previously searched for XZY words/phrases), collect audience pools by installing Google Analtyics code - no need to place Adwords remarketing code.

Some tips:
- Ensure you have a large audience pool. CTRs on the GDN are generally low, so to drive volume, you need a big audience pool;
- Use PPV to cookie users that visit related/competitor sites where it is normally impossible to place your remarketing pixel (Polar wrote a post about this a while back);
- Search query remarketing pools didn't work too well however, it's still worth a test if you have the freedom to create your own creatives;
- Use a frequency cap; Don't be an 'Airpush' and spam the hell out of their existing customers, or put off new customers;
- Exclude your converting audience - no use paying for clicks if they've already converted. Obviously target them separately for the up-sell;
- Sequence your creatives based on offers/ dates times (improve relevance) or the pages they have visited.

All common sense stuff I know, but it may help someone...

01-12-2013 05:49 AM #6 queenl (Member)

Try different combinations, keywords + topic +interesting ...

06-12-2013 02:35 PM #7 xpatwork (Member)

Any updates on this scito?

06-12-2013 05:34 PM #8 ringpartner (Member)

I like this strategy and it seems like it could be pretty effective. I'd love to know the results.

I met Retargeter at Leadscon. They have access to retarget users all over the place, including Facebook. Not sure how well it would do for Affiliates.

Check out http://retargeter.com/

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