Leveraging the Power of Retargeting for SEO

  • 6,446 views
Uploaded on

I cover the basics of retargeting as well as some applications for SEOs to consider when getting started with retargeting.

I cover the basics of retargeting as well as some applications for SEOs to consider when getting started with retargeting.

More in: Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
6,446
On Slideshare
0
From Embeds
0
Number of Embeds
8

Actions

Shares
Downloads
102
Comments
4
Likes
16

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Leveraging Retargeting for SEO Success Joanna Lord, Director of Customer Acquisition, SEOmoz October, 2011: Mozcation, Barcelona
  • 2. Hold up, what is retargeting?
  • 3. What is retargeting? The act of putting your message in front of lost prospects.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 4. What is retargeting? The act of putting your message in front of lost prospects.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 5. And it works! “More that 95% of visitors who browse a retailer’s site do not complete a transaction in their visit.” “Retargeted consumers are nearly 70 percent more likely to complete a purchase as compared to non retargeted consumers.” “Retargeted customers spend, on average 50% more than those served with non-retargeted banner ads.”http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 6. So how can you use it?
  • 7. Generate Brand Awarenesshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 8. Brand Evolutionhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 9. Full Funnel Targeting Generate Traffic & Improve Brand Awareness Continue to improve the quality of that traffic Control that brand awareness & sculpt it Produce conversions (primary & secondary) Increase average revenue of each conversion Set expectations that will be met at this point Establish trust between consumer & brand Enable the consumer to evolve with the brandhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 10. Drive ConversionsIntroducers Influencers Converters http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 11. Okay, but we are SEO’s…How can we leverage retargeting for SEO success?
  • 12. #1 : Break down the silo SEOs & Paid Marketers can: Share data Understand attribution betterUtilize each other more effectively Report back to each other http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 13. #2 : Repurpose efforts on head terms You spend time on competitive keywords: Repurpose those efforts and build buckets for each to retarget to. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 14. #3 : Long tail domination You get traffic across a number of pages that don’t convert really well for you.Build different segments and target them differently in retargeting ads. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 15. #4 : Test & refinehttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 16. Q+AJoanna Lord, Director of Customer Acquisition, SEOmoz You can now try SEOmoz PRO Free! • Twitter: @joannalord http://www.seomoz.org/freetrial • Email: joanna@seomoz.org