Search Engine Steroids: Remarketing & Rich Snippets by Ben Herman

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  • 1. Search Engine SteroidsRemarketing & Rich Snippets 2012 © All Rights Reserved.
  • 2. What is Retargeting• Advertising that – Follows your website visitors – Reminds people of your brand – Keeps your message fresh – Politely says “Remember Me?” 2012 © All Rights Reserved. www.madfishseo.com
  • 3. Why Retargeting• Users are more likely to click on your ad after they know you Ad CTR by Day After Site Visit Chart From Nu Spark Marketing 2012 © All Rights Reserved. www.madfishseo.com
  • 4. What is Retargeting 2012 © All Rights Reserved. www.madfishseo.com
  • 5. How Retargeting Works• Cookies – Dropped on Your Computer• Google Partners – Websites Using Adsense• Targeted Ads appear – Ads appear to follow you around 2012 © All Rights Reserved. www.madfishseo.com
  • 6. How Retargeting Works• It all Starts with a Cookie 2012 © All Rights Reserved. www.madfishseo.com
  • 7. How Retargeting Works• You Visit a Website that Uses Tracking Cookies 2012 © All Rights Reserved. www.madfishseo.com
  • 8. How Retargeting Works• That Cookie is Saved to Your Computer! 2012 © All Rights Reserved. www.madfishseo.com
  • 9. How Retargeting Works• You visit a website that shows Google ads 2012 © All Rights Reserved. www.madfishseo.com
  • 10. How Retargeting Works• The Google Code On the Partner Site – Recognizes Your Cookie – Chooses a Google Ad based on the Cookie • Since you visited JC Penny’s website – You will be more likely to click on a JC Penny Ad 2012 © All Rights Reserved. www.madfishseo.com
  • 11. How Retargeting Works• Google Partners with Websites to show Ads – A program called Adsense • Websites can place Google Ads on their pages – Websites get a percentage of the revenue from each click on the ad – Example of Sites Using Adsense • CNN.com • About.com • Mashable.com • TechCrunch.com 2012 © All Rights Reserved. www.madfishseo.com
  • 12. Setting Up Retargeting• What’s Your Plan? – You’ll need to add code to your website – You’ll have to wait until your list is over 500 – You’ll need to create a separate list for people that do convert • Stalking isn’t cool 2012 © All Rights Reserved. www.madfishseo.com
  • 13. Setting Up Retargeting• Step 1 – Choose a Retargeting Service • AdRoll • Google Adwords • Adextent • Retargeter • And more… 2012 © All Rights Reserved. www.madfishseo.com
  • 14. Setting Up Retargeting• Step 2 – Add a new Display Campaign for Retargeting 2012 © All Rights Reserved. www.madfishseo.com
  • 15. Setting Up Retargeting• Step 3 – Create your remarketing List 2012 © All Rights Reserved. www.madfishseo.com
  • 16. Setting Up Retargeting• Step 4 – Place the remarketing code into your web page • Tips: – Choose a page other than your home page, or PPC landing page. – Create a list for each category in your website » i.e. Men’s Apparel, Women’s Apparel etc… – Choose a location where people didn’t convert » Abandoned shopping cart, non-Complete web forms etc.. – Select a reasonable time period for targeting » 30 – 90 Days is ideal 2012 © All Rights Reserved. www.madfishseo.com
  • 17. Setting Up Retargeting• Step 5 – From within your new campaign • Add a new ad group • Add some ads to it – Tip: Start w/ branded ads – Add your list 2012 © All Rights Reserved. www.madfishseo.com
  • 18. Setting Up Retargeting• Step 6 – Experiment with Different Ads & Lists combos• Tips – Keep image ads and text ads in separate groups. – Keep a separate list for people that convert. – Use multiple image ads to avoid “banner burnout”. – Use the Google Display Ad builder to cut down on expenses. – Bid high initially, then pull back. – Since the list won’t function until it has 500 or greater visitors, stick to one list initially – Think of Retargeting like email marketing 2012 © All Rights Reserved. www.madfishseo.com
  • 19. a.k.a. Rich Snippets 2012 © All Rights Reserved.www.madfishseo.com
  • 20. Rich Snippets• Definition – Rich Snippets are also known as microdata • Microdata is an HTML5 specification that is used to label and describe HTML content. • Describes reviews, personal information, or events • Basically it’s code you add to your page’s HTML 2012 © All Rights Reserved. www.madfishseo.com
  • 21. Rich Snippets• Microdata – Consists of basic attributes in HTML tags 2012 © All Rights Reserved. www.madfishseo.com
  • 22. Rich Snippets• Google Uses Rich Snippets to Enhance their listings 2012 © All Rights Reserved. www.madfishseo.com
  • 23. Rich Snippets Rich Snippets = Pretty Listing Pretty Listing = More Clicks in GoogleMore Clicks in Google = Better RankingsRich Snippets = Better Rankings 2012 © All Rights Reserved. www.madfishseo.com
  • 24. Available Rich Snippets• Rich Snippet Types – Navigation Breadcrumbs – Events – Music – Organizations – People – Products – Recipes – Review ratings – Reviews – Software Applications – Videos 2012 © All Rights Reserved. www.madfishseo.com
  • 25. Activity• Group Exercise – Get in to Groups • Choose a client, and identify all Rich Snippet types that would fit their website. 2012 © All Rights Reserved. www.madfishseo.com
  • 26. Get in Touch• Ben Herman – Website: http://www.madfishseo.com – Email: ben@madfishseo.com – Phone: (503) 935-5222 – Twitter: @ben_herman – Linked In: http://www.linkedin.com/in/madfishseo – Facebook: https://www.facebook.com/MadFishSEO 2012 © All Rights Reserved. www.madfishseo.com