Unleashing the Power of Retargeting

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
(day / month / year)

What is it?
When you re-market to users who have previously visited your site.
@joannalord

Where is it?
@joannalord

Everywhere.
Where is it?

Whoa let’s get meta here.
@joannalord

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
@joannalord

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

Now that I’ve got your attention…
@joannalord

How do I get me some of that?You have two options.
@joannalord

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

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/

No matter which way you go,don’t forget best practices apply.
@joannalord

This is its own channel.Must be managed accordingly.
Know your goal.Target at right point.Compelling creativesRelevant landersOptimize ad spendConstantly tweak.
@joannalord

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

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

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

Who should be doing Remarketing?
@joannalord

Who should be doing Remarketing?
Anyone who sells anything online.
@joannalord

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

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

Thank for listening to me ramble.
Questions? Hit me up, I mean it!
joanna@seomoz.org
@joannalordJoanna Lord
www.seomoz.org

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Unleashing the Power of Retargeting

by Joanna Lord on Apr 05, 2011

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Unleashing the Power of Retargeting — Presentation Transcript