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
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 brand
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 better
Utilize 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 & refine
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
16. Q+A
Joanna Lord, Director of Customer Acquisition,
SEOmoz
You can now try SEOmoz PRO Free!
• Twitter: @joannalord http://www.seomoz.org/freetrial
• Email: joanna@seomoz.org