SLCSEM - Remarketing: Using Past Data to Take Your Marketing to 1.21 Gigawatts
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This document outlines different user buckets for targeted digital marketing campaigns, including lengths of runs for various messages targeting purchasers, non-purchasers, those who viewed pricing or features, or abandoned carts. It also includes whether offers should include or exclude free shipping discounts and how strategic incentives can utilize different creatives or URLs to address user behaviors or needs.
SLCSEM - Remarketing: Using Past Data to Take Your Marketing to 1.21 Gigawatts
- 21. Length of Run User Bucket Free Shipping Discount No offer, different creative Exclude Include (translate to URL) Life of Message Viewed (x) page(s) x Purchasers Viewed Pricing/Features 30 Days Purchased A: Add-on B x x Non-purchasers Purchased Product A 3 Days Free Trial x Purchasers Signed up for free trial 5 Days Abandoned Cart x Purchasers Viewed Cart Total 45 Days Strategic Incentive URL Mechanics
- 24. User Bucket Free Shipping Discount No offer, different creative Abandoned Cart x Strategic Incentive
- 40. Site visit Ad creative addressing behavior or perceived needs User clicks Landing page specific to ad message & user path
Editor's Notes
- #12: Non-purchasers Purchasers Product lifecycle Site behavior Free trials Competitor offerings Pricing Time of year
- #18: Align audiences, needs and habits
- #24: AdWords rules: 100 cookied users for display ads, 1000 cookied users for search remarketing
- #28: Let¡¯s say it¡¯s coming up on Christmas, and you want to message site visitors who purchased gifts for the lady in their life in the past few months. You will be tapping two audiences: Purchasers and those who visited pages about Gifts for Women.
- #31: Cookies automatically start. Some RM programs will have a choice for the window in which you want your ads to work. Other programs don¡¯t, so you have to think through it a bit more. When you set up a custom combination of two audiences, all parameters you¡¯ve set up must be met for the ad to show.