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Daisy Pendant, Fine Quality Sterling Silver with Gold Plated Centre, 30mm in Diameter.
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Financial Regulation

Germany’s financial system is more stable than it was 10 years ago, but is still vulnerable to risks old and new, a top regulator says.

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The comic-book hero Superman is not only super-strong, he is invulnerable. Bullets bounce off, buildings crumble in his path, blazing heat or icy cold don’t faze him. He is, after all, the Man of Steel.

Germany’s financial system, too, is strong, the country’s top financial regulator claims. Maybe not super-strong, but much stronger than it was 10 years ago when the financial crisis broke out. However, it is far from being invulnerable.

“The financial system is more stable,” Felix Hufeld, president of BaFin, said in an interview with Handelsblatt, “but naturally not invulnerable.”

BaFin and other financial regulators, including the central bank, the Bundesbank, work together to identify trends and risks, to play through scenarios, and to monitor new activities. Mr. Hufeld believes the regulatory authorities are well-prepared to counter risks as they emerge.

“We don’t know which corner the next crisis is coming from. But we try to spot trends and to see where problems could arise.”

“We don’t know, however, which corner the next crisis is coming from,” he said. “But we try of course to spot trends and to see where problems could arise.”

Among the chief vulnerabilities of the financial system are cyberattacks – and not just hacking from the outside, but inside jobs as well. Mr. Hufeld said there was recently an internal cyberattack at a bank in Germany that could have resulted in a loss of more than a billion euros, but fortunately the money was recovered.

“We are one of the first countries that have developed concrete supervisory requirements for the risk management of IT and cyber risks,” Mr. Hufeld said. The rules will go into effect for banks by the end of the year, and then will rolled out to insurance companies and fund managers.

BaFin is also keeping a close eye on the growth in crowdlending. The practice has gone beyond just peer to peer lending to the point that loans are being bundled together and placed with investors – a development disturbingly similar to the subprime securities that contributed to the financial crisis in the first place.

Did you know that nearly 75% of people who add something to an online shopping cart abandon the website instead of making the purchase?

Whether it’s a shopping cart, a web form, or some other type of online conversion you are pushing, the fact remains that most people who visit the page will not convert.

So how can we leverage these “abandoners” into more conversions and sales?

The answer is remarketing.

How Remarketing Works

Adwords Remarketing works by tracking when somebody performs a specific action, such as visiting your website. A cookie is placed on their computer that makes note of this activity. When this person goes to other websites, they will then see your image or text ad follow them around the web. This method allows you to heavily target people who have shown some level of interest in your company or product. Once you create the audience in Google Analytics, you can import it to Adwords. Beyond the basic setup and strategy, there are lots of advanced tactics that you can utilizeto make your remarketing campaigns work even better.

Audience Segmentation

(Who do you want to target?)

Page Filtering

The first way to define an audience is to filter all your users by the pages they visit on your website. You can make this relatively broad, like in this image below, selecting anyone who has visited one category of pages. Or you can get more specific by selecting users who visit, for example, page X and not page Y. This is how you would create the “abandoners” audience (users who visited the shopping cart page but didn’t visit the order confirmation page).

Demographic Filtering

One option to fine-tune your remarketing list is with demographic filtering.The basic options are age, gender and language. If you want to get more advanced you can target based on affinity categories. One example would be “movie lovers”. These are people towards the top of the funnel who have shown some sort of affinity for a topic related to your business. Another option is in-market segments, which allows you to validate that your users are actually interested in purchasing your products. These users are towards the end of the sales funnel. It’s important to note that these filters are very specific, and if youdon’t have a lot of traffic to your site, you will see the audience size shrink quickly while applying them.

Technology Filtering

Another option is to filter by technology. This gives you the option to filter by anoperating system, browser, device, screen resolutions, and more. There is also an option to filter all mobile devices, including tablets.

Behavior Filtering

Yet another option is to filter by behavior. What this means is the number of sessions a user has had on your website. You can also look at days since last session, transactions and session duration.

Combinations (Sequence, Conditional)

This is where things start to get advanced. You can get as hyper-specific as you wantby building an audience with sequence or conditional logic. For example, you could target people aged 25-34 who visited your contact us page more than once on a mobile device (including tablets). Once you apply the audience, Google will give you an estimate of the number of users over the past 7 days who fit all of your criteria. If the number is really small, you might be getting too specific. You can see our audience over the last 7 days in the image below is 21.

Limit Settings

(When should you stop targeting them?)

Member Duration

Once you’vedecided who you want to remarket you, the next step is to decide on how long someone stays on this list. The default membership is 30 days, however this will vary based on your business. If your customers take a long time to decide whether or not to purchase, you may want to increase it. If you’re worried about people getting annoyed by seeing your ads everywhere, you may want to decrease it.

Frequency Capping

Another configuration setting, frequency capping allows you to set a limit, or cap, to the number of ads one particular person will see over their membership on your list. This can also help you avoid the problem of people seeing your ads too often.

More Advanced Tactics

(How else can we increase conversions with remarketing?)

RLSA

Remarketing Lists for Search Ads allows you to perform the same remarketing tactics, but instead of showing up on the display network, these text ads show up in search results. Here are a few advanced tactics specifically for RLSA:

The one caveat with RLSA is that you need the audience to reach 1,000 members before remarketing ads will run on the search network. Depending on how much traffic your website gets, this could take anywhere from a few days to a few months to build. Watch a 2-minute video to get a better understanding on RLSA.

Source Remarketing

This advanced tactic allows you to build remarketing audiences based on the traffic source that they initiallycame to you from. One great example is building a list of traffic that comes from Linkedin. Typically, Linkedin traffic is very high value and normally costly to advertise on. But with source remarketing, we can get ads in front of these people at a much lower cost!

Customer Match

One last strategy is to build customer matchaudiences and remarket to them. This audience is actually built in Adwords under shared library>audiences. You build the audience by uploading a CSV file of all of your customers’ email addresses. You can then set a membership duration, which should typically be longer since you aren’t as likely to bother people who are your customers.

Feel free to contact us to discuss how remarketing could help increase your online conversions and sales.

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