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

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

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people hate retargeting people hate retargeting Presentation Transcript

  • people hate retargeting5 bad habits and how to fixthem
  • Aaron Levy (@bigalittlea) @bigalittlea aaron levy
  • @seerinteractive@SEERinteractive View slide
  • @bigalittlea i’m gonna start with a sad love story View slide
  • @bigalittlea i met a girl last month…
  • On The SERPs @zooeydeschane l
  • @bigalittlea i called her the second i got home
  • @bigalittlea but she didn’t answer!
  • @bigalittlea so i called again
  • @bigalittlea and again
  • @bigalittlea and again and again and again and again and again and again and again and again
  • @bigalittlea then i called the next day 13 or 14 times
  • @bigalittlea i went all the same places she did!
  • @bigalittlea
  • @bigalittlea
  • @bigalittlea
  • @bigalittlea i did this for 30 days straight
  • @bigalittlea I keep leaving her messages! but it didn’t work 
  • @bigalittlea uhhhh...
  • @bigalittlea can’t imagine why that didn’t work…
  • @bigalittlea so why do we do that to customers?
  • @bigalittlea note: there is no possible way to take the creepy out of retargeting
  • #1
  • @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
  • @bigalittlea the default cookie length for most retargeting providers is 30 days
  • @bigalittlea the maximum cookie length in AdWords is 540 days (!!!!!)
  • @bigalittlea how long should you chase the one that got away?
  • @bigalittlea hint: you already have the data
  • @bigalittlea
  • @bigalittlea 75% of conversions occurred within a day of the first visit (you’ll get these guys anyway)
  • @bigalittlea that leaves us with another 25% of people to bug
  • @bigalittlea 50% of latent conversions (88% of all conversions) occurred within 7 days of first touch
  • @bigalittlea 70% of latent conversions (>90% of all conversions) occurred within 14 days
  • @bigalittlea how much money do you really want to spend to capture a few additional stragglers?
  • @bigalittlea #2
  • @bigalittlea it burns bridges
  • @bigalittlea how much money do you spend retargeting current customers?
  • @bigalittlea i opened an account a few weeks ago (interest rates, how shiny!)
  • @bigalittlea i log into my account a few times a week to check on my billions* *…hundreds
  • @bigalittlea yet…
  • @bigalittlea i already gave you my money
  • @bigalittlea
  • @bigalittlea tag converters (obviously)
  • @bigalittlea tag login pages
  • @bigalittlea better yet, tag log out pages
  • @bigalittlea tag career opportunities
  • @bigalittlea tag affiliate pages (if you have affiliates)
  • @bigalittlea spend your money on people who are likely to spend their money
  • #3
  • @bigalittlea use impression caps!!
  • @bigalittlea use impression caps!!
  • #4
  • @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
  • @bigalittlea a user will see the same ad 210 times
  • @bigalittlealoved these guys the first 264 times I saw ‘em
  • Y U NO MAKE NEW AD
  • @bigalittlea please invest in creative development or else…
  • @bigalittlea
  • @bigalittlea keep your ads fresh set up the same audience with different lengths. exclude the shorter length audiences from the longer ones
  • @bigalittlea
  • @bigalittlea#5
  • @bigalittlea the audience already knows a lot about you
  • @bigalittlea are you telling them anything new?
  • @bigalittlea don‘t just send your audience back where they came from
  • @bigalittlea try sending people to retargeting specific landing pages
  • @bigalittlea and don’t you dare just recycle your paid search ads
  • @bigalittlea #1: never ending #2: bothersome #3: annoying #4: repetitive #5: boring
  • @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
  • @bigalittlea users becoming conditioned to abandon the cart for discounts
  • @bigalittlea are giving 20% off to someone who would purchase anyway?
  • @bigalittlea are you getting new conversions or paying for the old ones?