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Retargetting 101
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  • 1. Remarketing 101 : Basics and StrategiesPriscilla Selwine | Sr Business Manager | July 25 2012 © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 2. About Priscilla Marketing and advertising professional with over 8 years of experience Manages both B2B and B2C clients in helping them leverage the Internet to achieve their marketing goals and objectives. Masters in Business Administration (Marketing) and a Graduation in Mass Media with a specialization in Advertising. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 3. Number crunching1. 56.2% - online shopping cart abandonment*2. 61.2% - items in shopping cart left behind without purchase*3. Retargeted customers are 70% more likely to convert and will spend over 50% more than the average visitor** © 2012 Regalix Inc. Confidential, All Rights Reserved Source: *Experian marketing | ** SEOMoz
  • 4. Remarketing : how does it work? Ad Network Era Media Exchanges Era Media Planner Era Inventory 1 Inventory 2 Real Time Bidding Media site list platforms- © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 5. So what is remarketing .“ It’s a form of marketing in which you target users who have previously visited your website ” The Old“ the process of identifying an individual who has done something you have defined The New ” © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 6. 6 types of remarketing : Site Works by placing a pixel on your Social Search website and tagging visitors remarketing remarketing used effectively by ecommerce website to manage shopping cart Content Siteremarketing remarketing abandonment. More an optimization tool than a Email SEO/ SEM customer acquisition tool. remarketing remarketing © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 7. Site Remarketing scenarios © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 8. 6 types of remarketing : SEM/ SEO Subset of Site targeting Adds in another behavioral Social Search remarketing remarketing dimension of the keyword that the user used before coming to the website. Content Site remarketing remarketing Email SEO/ SEM remarketing remarketing © 2012 Regalix Inc. Confidential, All Rights Reserved Ref : Chango.com
  • 9. 6 types of remarketing: Email Involved sending an email message based on action taken on the Social Search website/ emailer sent. remarketing remarketing Content Site remarketing remarketing Email SEO/ SEM remarketing remarketing © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 10. 6 types of remarketing : Content Works by placing your pixel on a third party site which displays your Social Search content. remarketing remarketing i.e…whitepapers on third party sites, video / rich media Content Site remarketing remarketing advertising. Email SEO/ SEM remarketing remarketing © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 11. 6 types of remarketing : Social Finding those who are socially similar to your customers. Social Search remarketing remarketing Typically done by looking at shared content. Content Site remarketing remarketing Email SEO/ SEM remarketing remarketing © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 12. 6 types of remarketing : Search Based on recent searches done on Social Search major search engines or website remarketing remarketing Targets visitors who have not been to your website Content Site remarketing remarketing remarketing the action of doing a search on google. – acquisition Email SEO/ SEM based remarketing method. remarketing remarketing no restriction on competition term targeting. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 13. Search Remarketing how it works © 2012 Regalix Inc. Confidential, All Rights Reserved Ref : Chango.com
  • 14. Best Practices to incorporate Segment sections on your website basis the buying cycle i.e… About us page – exploratory phase, shopping cart – buying phase, compare pricing – evaluation phase. Segment your visitors based on behavior and source. E.g.. Intent of users coming through search is higher than those who viewyour product on third party websites. Tag users based on action performed on the website i.e.. treat Casual users differently from informed users. Map out the ‘mini-conversions’ on your website e.g.. Free trial, download etc… and define a separate strategyto convert these users © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 15. Best Practices to incorporate Define your communication strategybased on website segments and user interaction. e.g.. Coupon code vs product reminder vs discount Define your bidding strategy to manage ROI better e.g…bid lower on casual users and higher on shopping cart deserters. Create negative lists in your remarketing campaigns – add converted users to the negative list. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 16. Common Mistakes to Avoid Ensure you have the right attribution model – first source Vs last source. Avoid ‘over – targeting’ – set up frequencycaps Don’t invest in multiple remarketing solutions - Accuracyis more important than scale Don’t saturate your users browsing experience - set a maximum period of time for re-targeting based on the user buying cycle Don’t retarget everyone – map intent of prospects based on source and action taken on your assets (website, landing pages, download forms) Knowyour media reach – larger the network isn’t necessarily good. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 17. © 2012 Regalix Inc. Confidential, All Rights Reserved
  • 18. Get in Touch Forefront of Innovation visit: www.regalix.com Digital Marketing Services TechnologyEnabled Services If you have any questions about this webinar please Regalix Labs feel free to get in touch with the speaker Priscilla Selwine, pselwine@ regalix-inc.com Multi-disciplinaryLeadership Team & Strong Advisory Board, 175+ Team For a free evaluation of your website / ecommerce portal, please get in touch with Ritu Josan, Fortune 500 and Venture Backed Customers (B2B and rjosan@ regalix-inc.com B2C) Global Operations: HQ in Silicon Valley, 4 Offices IndustryRecognition © 2012 Regalix Inc. Confidential, All Rights Reserved 18