Among the partners of the second edition of Lengow E-commerce Day, we were delighted to welcome Google, who presented a workshop dedicated to Google Remarketing. Led by Catherine Boisset and Leo Sei, it was one of the most popular workshops of the Lengow Ecommerce Day 2014.

Leo Sei, Remarketing and Tag Solutions Engineer, began by reminding us some important stats: one visit to a website is not enough to convert a visitor into a buyer, given that « 96% leave the website without making a conversion, 70% abandon their cart without completing the purchase and 49% visit two to four sites before making a purchase« .

Whether you want to reach customers or prospects who’ve shown some interest (site visit, …), to increase the number of customers and create a more significant relationship with them, or to re-engage with customers with   »with the right message at the right time », remarketing is now a key way to improve the effectiveness of campaigns.

The aim of Google Remarketing is clear: convert site visitors into customers, while improving your return on investment (ROI).

Catherine Boisset, SEEMEA Remarketing Expert, continued the presentation by identifying the three pillars for higher performance according to Google:

Detailed Segementation

This enables the development of optimisation strategies for specific audience segments. Meaning that we can segment the audience for best results (by creating different sub-groups, for example based on what they looked at on the website…). Unique remarketing lists can then be created for each sub-segment, principally based on the following elements: behaviour on site, geographical position of the user, abandoned shopping carts, recent or frequent visitors, major customers, interest and interaction, source, number of visits, higher selling product purchases and cross-selling range.

Effective Ads

Dynamic Google ads, in addition to automatically optimising the layout, guide visitors towards the products that interest them through the Google products recommendation engine, thus optimising sales. To do this, the engine will take into account the items that the visitor has consulted on the website, their historical purchases, as well as related products or most popular products. The ads are created in real time and displayed to the visitor when they are most likely to make a purchase.

The optimal bidding time, at which old site visitors will be most likely to make a conversion can be determined for each user using a real-time bidding system. The bidding strategy can be determined by CPA Target (cost per acquisition target) or ROAS Target (return on advertising spending target). The objective being to maximise conversions while minimising expenses (that are fixed).

Automated Bidding

In addition, Catherine explained that Google is receiving more site consultations from mobiles- « consumers now spend 40 % of their navigation time on a mobile » and that desktop remarketing campaigns on these devices increase conversion rate by 10 % or more, even without a specifically designed mobile site.

The last topic of the workshop was targeting similar audiences, with « Look-a -Like  » technology. This allows you to identify new users similar to those in your previously created audience list.

The Look-a -Like technology in figures:

« 60% visibility increase

48% click increase

41% conversion rate increase

Again thank you to Google’s Léo Sei for this highly informative workshop!