people hate retargeting

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The closing presentation of SearchExchange 2012, given by @bigalittlea of @SEERinteractive.

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people hate retargeting

  1. 1. people hate retargeting5 bad habits and how to fixthem
  2. 2. Aaron Levy (@bigalittlea) @bigalittlea aaron levy
  3. 3. @seerinteractive@SEERinteractive
  4. 4. @bigalittlea i’m gonna start with a sad love story
  5. 5. @bigalittlea i met a girl last month…
  6. 6. On The SERPs @zooeydeschane l
  7. 7. @bigalittlea i called her the second i got home
  8. 8. @bigalittlea but she didn’t answer!
  9. 9. @bigalittlea so i called again
  10. 10. @bigalittlea and again
  11. 11. @bigalittlea and again and again and again and again and again and again and again and again
  12. 12. @bigalittlea then i called the next day 13 or 14 times
  13. 13. @bigalittlea i went all the same places she did!
  14. 14. @bigalittlea
  15. 15. @bigalittlea
  16. 16. @bigalittlea
  17. 17. @bigalittlea i did this for 30 days straight
  18. 18. @bigalittlea I keep leaving her messages! but it didn’t work 
  19. 19. @bigalittlea uhhhh...
  20. 20. @bigalittlea can’t imagine why that didn’t work…
  21. 21. @bigalittlea so why do we do that to customers?
  22. 22. @bigalittlea note: there is no possible way to take the creepy out of retargeting
  23. 23. #1
  24. 24. @bigalittlea it just keeps going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going
  25. 25. @bigalittlea the default cookie length for most retargeting providers is 30 days
  26. 26. @bigalittlea the maximum cookie length in AdWords is 540 days (!!!!!)
  27. 27. @bigalittlea how long should you chase the one that got away?
  28. 28. @bigalittlea hint: you already have the data
  29. 29. @bigalittlea
  30. 30. @bigalittlea 75% of conversions occurred within a day of the first visit (you’ll get these guys anyway)
  31. 31. @bigalittlea that leaves us with another 25% of people to bug
  32. 32. @bigalittlea 50% of latent conversions (88% of all conversions) occurred within 7 days of first touch
  33. 33. @bigalittlea 70% of latent conversions (>90% of all conversions) occurred within 14 days
  34. 34. @bigalittlea how much money do you really want to spend to capture a few additional stragglers?
  35. 35. @bigalittlea #2
  36. 36. @bigalittlea it burns bridges
  37. 37. @bigalittlea how much money do you spend retargeting current customers?
  38. 38. @bigalittlea i opened an account a few weeks ago (interest rates, how shiny!)
  39. 39. @bigalittlea i log into my account a few times a week to check on my billions* *…hundreds
  40. 40. @bigalittlea yet…
  41. 41. @bigalittlea i already gave you my money
  42. 42. @bigalittlea
  43. 43. @bigalittlea tag converters (obviously)
  44. 44. @bigalittlea tag login pages
  45. 45. @bigalittlea better yet, tag log out pages
  46. 46. @bigalittlea tag career opportunities
  47. 47. @bigalittlea tag affiliate pages (if you have affiliates)
  48. 48. @bigalittlea spend your money on people who are likely to spend their money
  49. 49. #3
  50. 50. @bigalittlea use impression caps!!
  51. 51. @bigalittlea use impression caps!!
  52. 52. #4
  53. 53. @bigalittlea lets do a little math with your new frequency caps (15/day for this example) and 14 day cookie window you have one set of creative
  54. 54. @bigalittlea a user will see the same ad 210 times
  55. 55. @bigalittlealoved these guys the first 264 times I saw ‘em
  56. 56. Y U NO MAKE NEW AD
  57. 57. @bigalittlea please invest in creative development or else…
  58. 58. @bigalittlea
  59. 59. @bigalittlea keep your ads fresh set up the same audience with different lengths. exclude the shorter length audiences from the longer ones
  60. 60. @bigalittlea
  61. 61. @bigalittlea#5
  62. 62. @bigalittlea the audience already knows a lot about you
  63. 63. @bigalittlea are you telling them anything new?
  64. 64. @bigalittlea don‘t just send your audience back where they came from
  65. 65. @bigalittlea try sending people to retargeting specific landing pages
  66. 66. @bigalittlea and don’t you dare just recycle your paid search ads
  67. 67. @bigalittlea #1: never ending #2: bothersome #3: annoying #4: repetitive #5: boring
  68. 68. @bigalittlea #1: manage your cookie lengths #2: cut out current customers #3: don’t be a broken record #4: invest in image assets #5: tell a new story
  69. 69. @bigalittlea users becoming conditioned to abandon the cart for discounts
  70. 70. @bigalittlea are giving 20% off to someone who would purchase anyway?
  71. 71. @bigalittlea are you getting new conversions or paying for the old ones?

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