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Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
Unleashing the Power of Retargeting
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Unleashing the Power of Retargeting

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  • 1. Unleashing the Power of Retargeting
    Presented by: Joanna Lord
    Director of Acquisition MarketingSEOmoz.org
    (day / month / year)
  • 2. Unleashing the Power of Online Stalking
    Presented by: Joanna Lord
    Director of Acquisition MarketingSEOmoz.org
    (day / month / year)
  • 3. What is it?
    When you re-market to users who have previously visited your site.
    @joannalord
  • 4. Where is it?
    @joannalord
  • 5. Everywhere.
    Where is it?
  • 6. Whoa let’s get meta here.
    @joannalord
  • 7. What makes this different than display buys?
    • User is prequalified by past interest/search/visit
    • 8. You can close users that visited but did not convert (95% of visits)
    • 9. Retarget users who did convert with similar deals/products
    • 10. Offer unique coupons & promos specific to this qualified buy
    • 11. Ability to change brand sentiment post visit
    • 12. Can be a very effective retention tool, front of mind
    @joannalord
  • 13. But show me the numbers.
    Industry averages:1st month: 5x2nd month: 10x
    3rd month: 15x
    SEOmoz:1st month: 3x2nd month: 8x
    3rd month: ?x
    @joannalord
  • 14. Now that I’ve got your attention…
    @joannalord
  • 15. How do I get me some of that?You have two options.
    @joannalord
  • 16. Go with Google.(This is called remarketing)
    PROS:utilize in-house resourcesdon’t need to pay out % of spendleverage keyword list
    use Google’s suggestions & toolsjust a few steps to get up & runningCONS:need someone to manageneed to constantly mine data for suggestionsoperating in a silo/ you as advertiseronly on Google’s Display network(you show where Google needs you to show)
    http://www.google.com/ads/innovations/remarketing.html
  • 17. Outsource Retargeting(Ain’t no shame in that)
    PROS:outsource managementrun across many networks (google, yahoo, etc.)leverage across account data mining
    utilize their years of experience in optimizationjust a few steps to get up & running
    motivated by your performance not your budgetCONS:have to pay out % of spendless visibility into the specific data return formulassomewhat on their schedulespend time fining the right partner for this
    http://retargeter.com/
  • 18. No matter which way you go,don’t forget best practices apply.
    @joannalord
  • 19. This is its own channel.Must be managed accordingly.
    Know your goal.Target at right point.Compelling creativesRelevant landersOptimize ad spendConstantly tweak.
    @joannalord
  • 20. Get them while they are hot.
    Target based on your goal & where they are.
    ** Retargeting is most effective when they see your ad 7 to 10 times in one 30 day period.
    @joannalord
  • 21. Creatives & Landers(If you are going to stalk, do it intelligently)
    Creatives: branded versus CTALanders: branded versus lead capture
    Switch out often, constantly test, get crazy.
    @joannalord
  • 22. Measure & Manage
    Metrics:
    Impressions: special attentionCTR: 0.25 solid, .40 awesomeCTC: Click-through conversions (1/5 of VTC)VTC: View-through conversions (5x CTC)
    Manage:
    Weekly reporting
    Twice a month address display site lists
    Monthly revisit goals for the program, have they changed?
    @joannalord
  • 23. Who should be doing Remarketing?
    @joannalord
  • 24. Who should be doing Remarketing?
    Anyone who sells anything online.
    @joannalord
  • 25. Takeaways to…uh…take away.
    Attribution matters. More than ever.It’s a contextual search landscape out there. Get in there.Every conversion should be your next lead. No really.
    @joannalord
  • 26. Lets get serious. Resources for further learning.
    Retargeting: An Introduction to a New Opportunityhttp://bit.ly/gYxkdC
    Retargeter Bloghttp://retargeter.com/blog
    Google Remarketinghttp://www.google.com/ads/innovations/remarketing.html
    Remarketing: Online's Misunderstood Conversion Tool
    http://bit.ly/cTladN
    @joannalord
  • 27. Thank for listening to me ramble.
    Questions? Hit me up, I mean it!
    joanna@seomoz.org
    @joannalordJoanna Lord
    Director of Acquisition MarketingSEOmoz.org
    www.seomoz.org

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