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Unleashing the Power of Retargeting

Unleashing the Power of Retargeting






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    Unleashing the Power of Retargeting Unleashing the Power of Retargeting Presentation Transcript

    • Unleashing the Power of Retargeting
      Presented by: Joanna Lord
      Director of Acquisition MarketingSEOmoz.org
      (day / month / year)
    • Unleashing the Power of Online Stalking
      Presented by: Joanna Lord
      Director of Acquisition MarketingSEOmoz.org
      (day / month / year)
    • What is it?
      When you re-market to users who have previously visited your site.
    • Where is it?
    • Everywhere.
      Where is it?
    • Whoa let’s get meta here.
    • What makes this different than display buys?
      • User is prequalified by past interest/search/visit
      • You can close users that visited but did not convert (95% of visits)
      • Retarget users who did convert with similar deals/products
      • Offer unique coupons & promos specific to this qualified buy
      • Ability to change brand sentiment post visit
      • Can be a very effective retention tool, front of mind
    • But show me the numbers.
      Industry averages:1st month: 5x2nd month: 10x
      3rd month: 15x
      SEOmoz:1st month: 3x2nd month: 8x
      3rd month: ?x
    • Now that I’ve got your attention…
    • How do I get me some of that?You have two options.
    • 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)
    • 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
    • No matter which way you go,don’t forget best practices apply.
    • This is its own channel.Must be managed accordingly.
      Know your goal.Target at right point.Compelling creativesRelevant landersOptimize ad spendConstantly tweak.
    • 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.
    • 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.
    • Measure & Manage
      Impressions: special attentionCTR: 0.25 solid, .40 awesomeCTC: Click-through conversions (1/5 of VTC)VTC: View-through conversions (5x CTC)
      Weekly reporting
      Twice a month address display site lists
      Monthly revisit goals for the program, have they changed?
    • Who should be doing Remarketing?
    • Who should be doing Remarketing?
      Anyone who sells anything online.
    • 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.
    • 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
    • Thank for listening to me ramble.
      Questions? Hit me up, I mean it!
      @joannalordJoanna Lord
      Director of Acquisition MarketingSEOmoz.org