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.
    @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
    Director of Acquisition MarketingSEOmoz.org
    www.seomoz.org