Case Study | Remarketing Tag

MercadoLibre uses new Remarketing Tag to streamline tagging, target ads by content viewed, and boost ROI 155%.
Founded in 1999, MercadoLibre is where to buy and sell everything, as its Spanish slogan translates. The largest online trading platform in Latin America, MercadoLibre offers ecommerce solutions to both buyers and sellers in 13 countries and is eBays exclusive Latin American partner. As corporate head of search marketing, Enrique Courtaux oversees the companys search marketing strategy and directs initiatives on the Google Display Network. About MercadoLibre Most of our investment is online. We do very little offline marketing investment, says Enrique, noting MercadoLibre has been using Google AdWords for 12 years. Our goal is to understand the interests of our users to help them find the products they need, he says. Having better knowledge of users interests helps us facilitate their shopping experience and give them better product suggestions, and as a result, generate more transactions.

www.mercadolibre.com  In 13 countries with headquarters in Buenos Aires, Argentina  Largest online trading platform in Latin America

Goals

Understand and target users interests  Find users whove already engaged, show them appropriate ads Drive more conversions

 Using the new Remarketing Tag gave us the ability to target multiple segments of users easily. We were able to scale up impressions in a cost-efficient way and achieve good clickthrough rates and conversions. Enrique Courtaux, corporate head of search marketing, MercadoLibre
Remarketing: Reconnect with interested customers One of our biggest challenges is finding users who have already shown interest in a certain product or category and being able to target them with appropriate ads, says Enrique, but Google has given us the ability to make use of its advanced yet simple remarketing technology to help us do exactly that. AdWords remarketing is a feature of interest-based advertising that allows MercadoLibre to reach people who have previously visited MercadoLibre.com. These previous visitors see MercadoLibres ads while they browse other websites in the Google Display Network. As a self-described performanceoriented company, MercadoLibre was attracted to remarketing as a tool to increase sales and transactions. We saw this would be a good way for us to offer relevant ads to MercadoLibres users with demonstrated interest in a certain product or category, Enrique explains. Smarter tagging with the new Remarketing Tag With the creation of its remarketing campaigns, MercadoLibre also began using the new Remarketing Tag, which makes advanced remarketing strategies easy with one-time tagging, flexible list creation and the ability to segment site visitors in many ways. Using the new Remarketing Tag, MercadoLibre can tailor its creatives and bids for people depending on which sections of the site they visited and which actions they took.

Approach

 Launched remarketing campaigns on Google Display Network  Used new Remarketing Tag to streamline tagging, show ads tailored to site content viewed

Results

ROI in Argentina grew 181% ROI in Mexico grew 80% 155% total uplift in ROI  Cost-effectively scaled impressions, CTR, conversions

Were using the new Remarketing Tag to segment our users according to their browsing interests, says Enrique. We can easily set up new lists for every category on our website, and then target relevant ads to those lists. Despite the depth and breadth of categories across MercadoLibre, site tagging is not a hassle for Enrique and his team with the new Remarketing Tag. Having thousands of categories makes it impossible to add a specific tag for each of them, he says. The new Remarketing Tag allows us to put just one tag on all our pages and define the rules for list population in the AdWords interface, easily and effectively. Remarketing increases ROI Within the first six months of launching its remarketing campaigns, MercadoLibre saw ROI in Argentina grow by 181 percent and 80 percent in Mexico, resulting in a combined boost in ROI of 155 percent. To measure this, MercadoLibre compared conversions and revenue generated from its AdWords remarketing campaigns to that of non-remarketing campaigns on the Google Display Network (such as its contextual banners campaign, from which the structure was copied), as well as other remarketing campaigns in other channels. After this initial surge in ROI, Enrique and his team decided to expand their remarketing lists to other categories, allowing them to garner more impressions while maintaining a high ROI. Using the new Remarketing Tag gave us the ability to target multiple segments of users easily. We were able to scale up impressions in a cost-efficient way and achieve good clickthrough rates and conversions, he says. A strategy for the future Enrique is enthusiastic about remarketing and will continue to streamline site tagging with the new Remarketing Tag in future campaigns. He notes that audience and interest-based targeting are important elements of MercadoLibres marketing acquisition and retention strategy. As remarketing and related technologies continue to evolve, well be able to provide better offers to our users, adding value to their experience, he says, and as a result, generate incremental transactions and revenue on MercadoLibres platform.

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