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Presented by: Joanna Lord Director of Customer Acquisition & Retention SEOmoz.org @joannalord Affiliate Summit - Las Vegas...
Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Group Freak Out Time... Things Have Changed.
Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord A Typical Morning for Me
So What Does This Mean for Display Advertisers? Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord
Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord People are frantically consuming information. People are frantica...
Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Display Advertising of Yesteryear: Less Was Expected Acquisition ...
Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Display Advertising of Today:  We Expect More Acquisition Convers...
Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Acquisition Conversion Retention Generate Traffic & Improve Brand...
Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Acquisition Conversion Retention Generate Traffic & Improve Brand...
This is where  Retargeting  comes in. Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord
What is Retargeting? The act of putting your message in front of lost prospects. Affiliate Summit West 2012  | SEOmoz.org ...
What is Retargeting? The act of putting your message in front of lost prospects. Affiliate Summit West 2012  | SEOmoz.org ...
Sounds Cool, Give Me Some Datazzz... “ More that  90% of visitors  who browse a retailer ’ s site  do not complete a trans...
Okay You Have My Attention,  Let ’ s Talk Uses 10 Retargeting Tactics To Try Today Affiliate Summit West 2012  | SEOmoz.or...
10. Go After the 90% Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord
Optimize for  the person  not the action.
Optimize for the person not the action.
9. Embrace What is Unique Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord
Capitalize visually on what makes your brand memorable.
The difference between display buys and retargeting buys. These are so boring it hurts my face.
It ’ s so pretty and fancy and bling, bling, bling. #buy
8. Test Sequence Retargeting Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord
Tell the story with  sequence retargeting Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Introducers Influencers...
7. Expect More From The Data Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord #dataheaven
Know what to expect, micro manage your way there. Impressions CTR CPC & CPM Conversions Optimal: 15 to 20 per person per m...
6. Raise the Bar on Promotions Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Dear Marketer, This is  not  a pro...
Choose your triggers wisely (& sequence them). time sensitive promos. personalized. fluff feathers. action tied.
5. Use Retargeting as a Cheap Testing Vehicle Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord
Test any and every truth you operate under.
4. Get Social Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord
Engaging with strangers is nice.  Engaging with qualified leads is better.  PRO Tip: When using social icons in ads make s...
3. Combo Brand Plays Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord
Subliminal messaging FTW. Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord
Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Go beyond on-site retargeting... 2. Drop that cookie like it ’ s ...
Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Consider search & partner retargeting. Where else can you build a...
7. Request Feedback 1. Think outside the box Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Unique audiences? Co...
Uhmmm that was a lot of s*$t...where do I start? Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Start Building O...
Challenges to Note. Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord
A Tracking Hot Mess. Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Challenge #1
Setting Expectations & Handling Haters. Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Challenge #2
Optimization Required. Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord Challenge #3 Banner Ads Audiences Landers ...
Summary Time (in case you were tweeting that entire time) Affiliate Summit West 2012  | SEOmoz.org  |  @joannalord The way...
Thank You! Questions? I love to talk about this crazy stuff. e:  joanna @ seomoz.org t: @joannalord That ’ s all I got.
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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 returns.

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

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

Published in: Business

Transcript of "Advanced Retargeting Tactics"

  1. 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. 2. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Group Freak Out Time... Things Have Changed.
  3. 3. Affiliate Summit West 2012 | SEOmoz.org | @joannalord A Typical Morning for Me
  4. 4. So What Does This Mean for Display Advertisers? Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  5. 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. 6. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Display Advertising of Yesteryear: Less Was Expected Acquisition Conversion Retention Generate Traffic & Improve Brand Awareness
  7. 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. 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. 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. 10. This is where Retargeting comes in. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  11. 11. What is Retargeting? The act of putting your message in front of lost prospects. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  12. 12. What is Retargeting? The act of putting your message in front of lost prospects. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  13. 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. 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. 15. 10. Go After the 90% Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  16. 16. Optimize for the person not the action.
  17. 17. Optimize for the person not the action.
  18. 18. 9. Embrace What is Unique Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  19. 19. Capitalize visually on what makes your brand memorable.
  20. 20. The difference between display buys and retargeting buys. These are so boring it hurts my face.
  21. 21. It ’ s so pretty and fancy and bling, bling, bling. #buy
  22. 22. 8. Test Sequence Retargeting Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  23. 23. Tell the story with sequence retargeting Affiliate Summit West 2012 | SEOmoz.org | @joannalord Introducers Influencers Converters
  24. 24. 7. Expect More From The Data Affiliate Summit West 2012 | SEOmoz.org | @joannalord #dataheaven
  25. 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. 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. 27. Choose your triggers wisely (& sequence them). time sensitive promos. personalized. fluff feathers. action tied.
  28. 28. 5. Use Retargeting as a Cheap Testing Vehicle Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  29. 29. Test any and every truth you operate under.
  30. 30. 4. Get Social Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  31. 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. 32. 3. Combo Brand Plays Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  33. 33. Subliminal messaging FTW. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  34. 34. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Go beyond on-site retargeting... 2. Drop that cookie like it ’ s hot
  35. 35. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Consider search & partner retargeting. Where else can you build a relevant audience?
  36. 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. 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. 38. Challenges to Note. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
  39. 39. A Tracking Hot Mess. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Challenge #1
  40. 40. Setting Expectations & Handling Haters. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Challenge #2
  41. 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. 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. 43. Thank You! Questions? I love to talk about this crazy stuff. e: joanna @ seomoz.org t: @joannalord That ’ s all I got.
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