People get very excited about remarketing. Its offer to continue the consumer journey is very attractive and hyper targeted to marketers. The challenge is to apply it with consistency in search, and that task becomes even harder when looking at multiple markets and trying to compare results.
Our client, Intel, challenged iProspect to propose a remarketing strategy that was not specific to one SEM campaign or one market; but instead is part of an always on strategy to recognize visits to site. Intel is an enterprise level client looking for consistency when campaigns are executed across markets.
Knowing that every paid search click started a conversation on Intel’s site, we approached the challenge by changing messaging and bids based on the consumer’s action on site. This includes non-engagement on site.
Taking a step back, Intel plays an important role in giving their clients’ consumers amazing experiences powered by the technology it supplies to both B2C and B2B companies. Intel does not sell anything on domain and B2B pipeline sales cycles take a long time to convert. We therefore used Intel’s Google Analytics, to track consumer behavior onsite or engagement.
We then bucketed these actions together into different audiences. If a visit bounced and consumed one page onsite with a very short dwell time, our SEM ad was not probably not adding value; so that visits was bucketed into a low engagement audience. Whereas if a visit consumed multiple pages and spent a long time on site, they probably had a positive brand experience. We therefore bucketed this into our most engaged audience.
This set of audiences became the baseline. More market specific/tactical remarketing campaigns could and are overlaid, but this baseline approach acknowledges every interaction and helps us form lookalike audiences. Also, Google stack connectors deploys consistency at scale.
We deployed this strategy across via 582 campaigns in 23 markets. The baseline remarketing lists for search ads (RLSA) strategy helped Intel achieve a 49% increase in CTR, a 30% increase in CVR, and a decrease in CPA of 11% across its campaigns.
This use of technology is an important contributor in achieving business goals for Intel and other clients. ThinkwithGoogle shared our baseline approach as well.
Corey Carrillo, Senior Manager, SEM & Performance Media at Intel stated, “I like seeing our AdWords budget work harder. With this approach, we’ve seen higher conversion rates and engagement. It’s a better use of our marketing spend…more efficiency at greater scale.”
Look out for part two on the topic of remarketing with efficiency and scale. We will delve deeper into the Google stack and start using DoubleClick to algorithmically bid on buckets.