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Search Retargeting: Expanding Paid Search
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Search Retargeting: Expanding Paid Search



Case Study for Internet Retailer presented by Jeff Campbell (Resolution Media) and Mike Ryan (Lowe's). Covers Search Retargeting vendors, best practices, optimization methods, etc.

Case Study for Internet Retailer presented by Jeff Campbell (Resolution Media) and Mike Ryan (Lowe's). Covers Search Retargeting vendors, best practices, optimization methods, etc.



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  • It’s Both, But It’s More Like SearchIN AN AGENCY THE ISSUES. IN A COMPANY THE ISSUESSearch and Search Retargeting both begin with consumer intent – a keyword searchAs search marketers, we’re used to dealing with millions of keywords each dayAbility to assign specific creative against each segment of keywords (e.g. ad groups) for optimal performance; using both contextual and display adsNo limit in number of keywords or segments of keywordsControl over ad placementAbility to understand DR metrics & balance with other programsBeing proactive with data to make decisions (removal of keywords, sites, etc.)Working through the creative process is new to Search Marketing and Search AgenciesWriting a creative briefUnderstanding timelines from request to delivery of assetsSuggest running promotions for longer periods of time (at least 7 days, preferably more)Setting expectations with client based upon timelines aboveAd Serving TrainingDFA – training neededOperative & Platform LogisticsKenshoo – the relationship with Chango has not been solidified
  • Networks vary in scale and performanceMagnetic drove the greatest DR performance based on revenue/ROAS but was least transparentSimpli.fi had the greatest reach based upon impression volumeChango saw the highest Interaction rate based upon CTR* Based on 2010 FP&A total sales multipliers resulting from O2S testing** View-through revenue is discounted by 50%
  • Double Verify/Adsafe – fill out a survey that outlines inappropriate content. DV or AS crawls the site before an ad is served and determines if that content is on the page and then blocks it. With DV you receive reports outlining what was blocked and why on a weekly basis.
  • Managing Partner Search Retargeting CompaniesNetworks should be monitored very closely—keywords, ads, landing pages all need to be thoroughly QA’d on a weekly basisTimingBegin retargeting campaigns a week or two before peak sales or promotional periods to QA and make initial adjustments to sites and keywords

Search Retargeting: Expanding Paid Search Search Retargeting: Expanding Paid Search Presentation Transcript

  • SEARCH RETARGETING: EXTENDING SEARCH MARKETING Mike Ryan Jeff Campbell Lowe’s Resolution MediaDirector, Online Marketing Managing Directormike.j.ryan-1@lowes.com @cjeffcampbell
  • LOWE’S• 8th Largest Retailer in the U.S.• $50.2 billion in Sales for Fiscal 2011 • 70% e-commerce growth • #47 on IR Top 500• Ranked No. 54 on FORTUNE 500 list• 1,745+ Stores• 15 million Customers Each Week• 234,000 Employees
  • • Recognized industry leader since 2003• Extensive marketing channel integration experience• 700+ global employees; 170 in North America with offices in NY, Chicago, LA, San Francisco, Charlotte and Toronto• Top 2 in search spend globally• Proprietary Resolution process + best-of-breed technology• Experts in leveraging online digital behavior
  • COMPARING THE NETWORK PROVIDERS Provider: Search Data Yahoo Receives data from Collects data directly Collects data from referral URL’s from the search bars Tier 2 engines, on data providers site Publishers and 3rd (Tier 2 engines, CSEs & party data providers e-commerce sites) DSP Yes Yes Outsources Yes Keyword-level No Yes Yes, just released Yes Reporting International Yes Canada and UK Only Canada and UK Only Yes Targeting Pricing Effective CPM Dynamic CPM; Effective CPM or CPC Effective CPM or CPC Adsafe included Self-Serve UI No Yes, enterprise clients No Yes only
  • WHY SEARCH RETARGETINGSearch marketing is considered Strengthby advertisers to be the most of Intenteffective media channel forreaching consumers who exhibit Visitor on your site“intent” Site retargeting SEM – ‘branded terms’ Challenges: • High PPC prices SEM – ‘non-brand terms’ • Scalability issues / Maxed out Search retargeting • Limited to text ads Behavioral targeting Contextual targetingAdvertisers want to reach Demographic“intent” consumers using search Otherdata across other digitalchannels
  • CONSIDERATIONS • Search or display • KPI’s and expectations • Target KW’s/audience • Ad exposure/networks
  • TEST OVERVIEW • Goal: Determine the value and role of SRT in the portfolio • Approach: Test 3 providers simultaneously • Chango, Simpli.fi, and Magnetic • Flight: Spring/Summer • Targeting: • National (U.S.) • Generic terms and brand terms • Creative: 3 sets of standard IAB sizes: 300x250, 728x90, 160x600
  • EXCEEDING EXPECTATIONS • ROI beat expectations by 260% • Outperformed paid search in terms of ROI (including post impression activity) • 98% of orders came from post- impression activity • Mimicked paid search campaign seasonality • Day-parting, negative keywords, frequency caps, and contextual site matching were key to improved performance
  • KEYWORD INSIGHTS • Optimizations focused on higher order value keywords and pausing low-performing terms • General product terms drove 22% of total orders for the campaign • Almost 60% of total orders came from top-20 impression keywords • 10% of orders came from long tail terms
  • SITE INSIGHTS • Optimizations based on site performance helped to drive significant impression gains • Keywords referencing specific web sites were added • Site optimizations are a challenge as various exchanges keep their sites private • Doubleverify and AdSafe help protect brand integrity
  • AD EXPOSURE Where will my ads be showing? • Target specific users, not sites • White lists • Black lists • DoubleVerify or adsafe – programs that prevent an ad from showing on sites with content you have deemed inappropriate
  • 6 BEST PRACTICES1. Networks vary in scale and performance2. Review keyword and site data3. Utilize historic seasonality trends for planning4. Optimize… Optimize… Optimize…5. Partner with Search Retargeting Providers6. Performance varies by campaign and time of year
  • THANKS/QUESTIONS… Mike Ryan Jeff Campbell Lowe’s Resolution MediaDirector, Online Marketing Managing Director @cjeffcampbell