Leveraging Retargeting for SEO Success     Joanna Lord, Director of Customer Acquisition, SEOmoz             October, 2011...
Hold up, what is retargeting?
What is retargeting?  The act of putting your message in front of lost prospects.http:/googleblog.blogspot.com/2010/06/our...
What is retargeting?  The act of putting your message in front of lost prospects.http:/googleblog.blogspot.com/2010/06/our...
And it works!        “More that 95% of visitors who browse a retailer’s site do not        complete a transaction in their...
So how can you use it?
Generate Brand Awarenesshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Brand Evolutionhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Full Funnel Targeting                           Generate Traffic & Improve Brand Awareness                           Conti...
Drive ConversionsIntroducers                Influencers                       Converters     http:/googleblog.blogspot.com...
Okay, but we are SEO’s…How can we leverage retargeting for SEO success?
#1 : Break down the silo   SEOs & Paid Marketers can:             Share data  Understand attribution betterUtilize each ot...
#2 : Repurpose efforts on head terms                                       You spend time on                              ...
#3 : Long tail domination  You get traffic across a number of pages that don’t               convert really well for you.B...
#4 : Test & refinehttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Q+AJoanna Lord, Director of Customer Acquisition,                  SEOmoz                                You can now try S...
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Leveraging the Power of Retargeting for SEO

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

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Leveraging the Power of Retargeting for SEO

  1. 1. Leveraging Retargeting for SEO Success Joanna Lord, Director of Customer Acquisition, SEOmoz October, 2011: Mozcation, Barcelona
  2. 2. Hold up, what is retargeting?
  3. 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. 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. 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. 6. So how can you use it?
  7. 7. Generate Brand Awarenesshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  8. 8. Brand Evolutionhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  9. 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. 10. Drive ConversionsIntroducers Influencers Converters http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  11. 11. Okay, but we are SEO’s…How can we leverage retargeting for SEO success?
  12. 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. 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. 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. 15. #4 : Test & refinehttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  16. 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
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