Unleashing the Power of Retargeting


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Unleashing the Power of Retargeting

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