Advanced Retargeting Tactics

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I’ll cover what retargeting is, how to segment and sequence retargeting, as well as how you use this as a cheap testing vehicle, a branding campaign, and a bottom-line gain to your …

I’ll cover what retargeting is, how to segment and sequence retargeting, as well as how you use this as a cheap testing vehicle, a branding campaign, and a bottom-line gain to your returns.

Experience level: Intermediate
Target audience: Merchants/Advertisers
Niche/vertical: Paid Marketing

Joanna Lord, Director of Customer Acquisition & Engagement, SEOmoz (Twitter @joannalord)

More in: Business
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  • 1. Presented by: Joanna Lord Director of Customer Acquisition & Retention SEOmoz.org @joannalord Affiliate Summit - Las Vegas Baby, 2012 Retargeting What the hell is it & how can I make money with it?
  • 2. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Group Freak Out Time... Things Have Changed.
  • 3. Affiliate Summit West 2012 | SEOmoz.org | @joannalord A Typical Morning for Me
  • 4. So What Does This Mean for Display Advertisers? Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 5. Affiliate Summit West 2012 | SEOmoz.org | @joannalord People are frantically consuming information. People are frantically not consuming information. The expectations for our display advertising have changed. Three Things That Hold True.
  • 6. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Display Advertising of Yesteryear: Less Was Expected Acquisition Conversion Retention Generate Traffic & Improve Brand Awareness
  • 7. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Display Advertising of Today: We Expect More Acquisition Conversion Retention Generate Traffic & Improve Brand Awareness Continue to Improve the Quality of that Traffic Sculpt that Brand Awareness
  • 8. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Acquisition Conversion Retention Generate Traffic & Improve Brand Awareness Continue to Improve the Quality of that Traffic Sculpt that Brand Awareness Produce Conversions (Primary & Secondary) Increase Revenue of Each Conversion Display Advertising of Today: We Expect More
  • 9. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Acquisition Conversion Retention Generate Traffic & Improve Brand Awareness Continue to Improve the Quality of that Traffic Sculpt that Brand Awareness Produce Conversions (Primary & Secondary) Increase Revenue of Each Conversion Display Advertising of Today: We Expect More Set Expectations That Will Be Met at This Point Establish Trust Between Consumer & Brand Enable the Consumer to Evolve with the Brand
  • 10. This is where Retargeting comes in. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 11. What is Retargeting? The act of putting your message in front of lost prospects. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 12. What is Retargeting? The act of putting your message in front of lost prospects. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 13. Sounds Cool, Give Me Some Datazzz... “ More that 90% of visitors who browse a retailer ’ s site do not complete a transaction in their visit. ” “ Retargeted consumers are nearly 70% more likely to complete a purchase as compared to non-retargeted consumers. ” “ Retargeted customers spend, on average 50% more than those served with non-retargeted banner ads. ” I ’ m not sure but that all sounds like a triple win. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 14. Okay You Have My Attention, Let ’ s Talk Uses 10 Retargeting Tactics To Try Today Affiliate Summit West 2012 | SEOmoz.org | @joannalord (and hopefully be as successful as this guy)
  • 15. 10. Go After the 90% Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 16. Optimize for the person not the action.
  • 17. Optimize for the person not the action.
  • 18. 9. Embrace What is Unique Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 19. Capitalize visually on what makes your brand memorable.
  • 20. The difference between display buys and retargeting buys. These are so boring it hurts my face.
  • 21. It ’ s so pretty and fancy and bling, bling, bling. #buy
  • 22. 8. Test Sequence Retargeting Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 23. Tell the story with sequence retargeting Affiliate Summit West 2012 | SEOmoz.org | @joannalord Introducers Influencers Converters
  • 24. 7. Expect More From The Data Affiliate Summit West 2012 | SEOmoz.org | @joannalord #dataheaven
  • 25. Know what to expect, micro manage your way there. Impressions CTR CPC & CPM Conversions Optimal: 15 to 20 per person per month Averages: B2B: .15% to .20% B2C: .30% to 1.0% Know what they work off of Know what their dashboard reports Use both if possible View Thru: see ad, convert later Click thru: see ad, click & convert Likely ratio: CT (1:10) Some good metric stuff to read: http://www.chango.com/blog/measuring-brand-advertising-performance-metrics
  • 26. 6. Raise the Bar on Promotions Affiliate Summit West 2012 | SEOmoz.org | @joannalord Dear Marketer, This is not a promotion. Sincerely, Anyone with common sense
  • 27. Choose your triggers wisely (& sequence them). time sensitive promos. personalized. fluff feathers. action tied.
  • 28. 5. Use Retargeting as a Cheap Testing Vehicle Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 29. Test any and every truth you operate under.
  • 30. 4. Get Social Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 31. Engaging with strangers is nice. Engaging with qualified leads is better. PRO Tip: When using social icons in ads make sure to alter...
  • 32. 3. Combo Brand Plays Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 33. Subliminal messaging FTW. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 34. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Go beyond on-site retargeting... 2. Drop that cookie like it ’ s hot
  • 35. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Consider search & partner retargeting. Where else can you build a relevant audience?
  • 36. 7. Request Feedback 1. Think outside the box Affiliate Summit West 2012 | SEOmoz.org | @joannalord Unique audiences? Community building? Stunning visuals? Recruiting? Engagement calls? Sensationalism?
  • 37. Uhmmm that was a lot of s*$t...where do I start? Affiliate Summit West 2012 | SEOmoz.org | @joannalord Start Building Out Your First Audience
  • 38. Challenges to Note. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  • 39. A Tracking Hot Mess. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Challenge #1
  • 40. Setting Expectations & Handling Haters. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Challenge #2
  • 41. Optimization Required. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Challenge #3 Banner Ads Audiences Landers Negative Sites Manage Backlash Reporting Up Vendor Management Swapping Out Tests Researching
  • 42. Summary Time (in case you were tweeting that entire time) Affiliate Summit West 2012 | SEOmoz.org | @joannalord The way we consume information has changed, so should our marketing efforts. Retargeting enables us to go after pre-qualified leads with a more tailored message. Get creative, embrace what is quirky, and throw the rule book out for creatives. Customization is key. Customize every piece of the Retargeting pie.
  • 43. Thank You! Questions? I love to talk about this crazy stuff. e: joanna @ seomoz.org t: @joannalord That ’ s all I got.