Advanced Retargeting Tips  Including Facebook Exchange and Custom Audiences                Justin Vanning          Perform...
Retargeting – what is it?                     Web user leaves and visits other websites                     where they see...
Everybody’s doing it              @justinvanning
It’s getting harder to stand out               @justinvanning
We need to innovate to stay ahead of ourcompetition   Let’s look at 5 tips that can help take your retargeting   campaign ...
1. Start with targeted segmentingon your site                         Homepage                           Product Tour     ...
2. Expand your audience               @justinvanning
How else can you build your audience?   Partner sites         Search Retargeting                                          ...
3. Create beautiful, inspired ads                                      Interactivity Passion                            Hu...
4. Sequencing is your friend                             Influencers – use your   Converters – closeBrand Introducers – su...
5. Facebook Exchange – a game changer?                @justinvanning
What is Facebook Exchange?  Facebook now allows advertisers to show FB ads  to users who they’ve captured in their site’s ...
How does it perform?                             What we’ve seen at SEOmoz…Lower CTR’s than site-retargetingHigher click-t...
Ok, I’m sold, now what? Combine your Facebook Advertising best practices              With your retargeting best practices...
Facebook is an ADD nightmare Grab my attention                     @justinvanning
Remember your segmenting If I made it to your cart page, I’m probably ready to be sold to. Make the ad relevant. Bring me ...
Keep testing – image, ad copy, landing page                  @justinvanning
6. Bonus Tip: Facebook Custom Audiences  Facebook now lets you upload an email list, phone list, or FB user  ID list to cr...
A marketer’s dream!Ok, I’m excited…but how do I set it up and what should I use it for?                            @justin...
FB Custom Audience setup You can only set it up through FB power editor                              Choose the custom aud...
Drive FB LikesYou have a list of current/past customers, serve them ads to like yourbrand page.
Drive sales  Serve targeted ads to current/past customers or prospective customers to get them  to buy again, or buy for t...
Drive secondary conversions    Newsletter signups                           Webinar signups                         Whitep...
That’s all I got   To summarize…    The retargeting channel is maturing, you gotta keep testing and innovating in order   ...
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Dallas state of search 2012 - Advanced Retargeting Tips with Facebook Exchange and Custom Audiences - justin vanning

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I'll discuss some advanced retargeting tips/tactics including segmenting, sequencing, building audiences, creating compelling banners, and utilizing Facebook Exchange. I'll also talk about Facebook Custom Audiences.

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Dallas state of search 2012 - Advanced Retargeting Tips with Facebook Exchange and Custom Audiences - justin vanning

  1. 1. Advanced Retargeting Tips Including Facebook Exchange and Custom Audiences Justin Vanning Performance Marketing Strategist @justinvanning State of Search Conference – Dallas – 11/12/2012
  2. 2. Retargeting – what is it? Web user leaves and visits other websites where they see your ads User visits your site Ads bring the user back to your site @justinvanning
  3. 3. Everybody’s doing it @justinvanning
  4. 4. It’s getting harder to stand out @justinvanning
  5. 5. We need to innovate to stay ahead of ourcompetition Let’s look at 5 tips that can help take your retargeting campaign to the next level! @justinvanning
  6. 6. 1. Start with targeted segmentingon your site Homepage Product Tour Plans & Pricing Cart (conversion page) Segment users in highly targeted buckets @justinvanning
  7. 7. 2. Expand your audience @justinvanning
  8. 8. How else can you build your audience? Partner sites Search Retargeting Email campaigns Targeted Facebook Ads @justinvanning
  9. 9. 3. Create beautiful, inspired ads Interactivity Passion Humor Emotion @justinvanning
  10. 10. 4. Sequencing is your friend Influencers – use your Converters – closeBrand Introducers – subtle value props the decision process, offer,brand impression price, urgency, promo @justinvanning
  11. 11. 5. Facebook Exchange – a game changer? @justinvanning
  12. 12. What is Facebook Exchange? Facebook now allows advertisers to show FB ads to users who they’ve captured in their site’s retargeting audience. Must run through FBX partners: AdRoll, ApNexus, DataXu, MediaMath, Tellapart, TheTradeDesk, Triggit, Turn, Kenshoo, Nanigans, Optimal, RocketFuel, Xaxis, X+1 @justinvanning
  13. 13. How does it perform? What we’ve seen at SEOmoz…Lower CTR’s than site-retargetingHigher click-through conversion rates – more than double the rate of site-retargetingLower CPA’s – 5 times lower than site-retargeting Those results are pretty good, right?
  14. 14. Ok, I’m sold, now what? Combine your Facebook Advertising best practices With your retargeting best practices Here’s some quick tips @justinvanning
  15. 15. Facebook is an ADD nightmare Grab my attention @justinvanning
  16. 16. Remember your segmenting If I made it to your cart page, I’m probably ready to be sold to. Make the ad relevant. Bring me back to the cart page @justinvanning
  17. 17. Keep testing – image, ad copy, landing page @justinvanning
  18. 18. 6. Bonus Tip: Facebook Custom Audiences Facebook now lets you upload an email list, phone list, or FB user ID list to create your own custom audience Your customer list Facebook targeting
  19. 19. A marketer’s dream!Ok, I’m excited…but how do I set it up and what should I use it for? @justinvanning
  20. 20. FB Custom Audience setup You can only set it up through FB power editor Choose the custom audience tab and select “create audience” Upload your email, phone or FB ID file For more specifics, check out this blog post: http://mz.cm/SDc3fl @justinvanning
  21. 21. Drive FB LikesYou have a list of current/past customers, serve them ads to like yourbrand page.
  22. 22. Drive sales Serve targeted ads to current/past customers or prospective customers to get them to buy again, or buy for the first time.
  23. 23. Drive secondary conversions Newsletter signups Webinar signups Whitepaper, guide downloads @justinvanning
  24. 24. That’s all I got To summarize… The retargeting channel is maturing, you gotta keep testing and innovating in order to keep up with your competitors Try out the new offerings from FB: Facebook Exchange and Custom Audiences Thanks for listening! If you have questions, feel free to email me: justin@seomoz.org @justinvanning

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