SEARCH RETARGETING

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SEARCH RETARGETING

  1. 1. SEARCH RETARGETINGTHE EFFECTIVENESS OF SEARCH THE REACH OF DISPLAY Frost Prioleau Co-Founder and CEO Simpli.fi
  2. 2. Why Search Retargeting? Search •  5% of Time Display   •  60% of Spend Search Pros Display   •  Highly Effective •  Strong Signal Search   Search Cons •  Limited Frequency Search   •  Competition for termsTime Spent $$$ Spent
  3. 3. HOW DOES SEARCH RETARGETING WORK? 1.  User searches 2.  Search event added to anonymous browser profile 3.  Relevant display ad delivered to user as he/ she surfs the web.
  4. 4. SEARCH RETARGETING FEATURES/OPTIONS•  Massive Reach  500Bn queries/month•  Variable Recency- Instant to 1 Month•  Variable Pricing per Keyword•  Dynamic Ads driven off Keyword being targeted•  Auto-Optimization•  Targeting Overlays •  Contextual •  Geographic •  Day Parting •  Device/OS type, more…
  5. 5. 28.5  Billion  Searches   GENERAL SEARCHComscore  Jan.  2012   KEYWORDSSPECIALIZED SPECIALIZED SEARCH SEARCH KEYWORDS KEYWORDS
  6. 6. Tradi=onal  NEW AUDIENCE Display,   ACQUISITION SEARCH   Social,   Mobile,   Etc.   EXISTING Site  Retarge=ng,   AUDIENCE CRM,  Email  MAXIMIZATION
  7. 7. MOST AUDIENCE BUYING MOSTLY PREPACKAGED VARIOUS UNKNOWN INGREDIENTS ALL MIXED TOGETHER SOLD AT ONE PRICECAN’T SEPARATE OUT THE GOOD STUFF
  8. 8. SEARCH RETARGETING ALL KNOWN INGREDIENTS STRONG SIGNAL KEYWORD INTEGRITY MAINTAINED VARIABLE PRICE FOR EACH INGREDIENT JUST BUY THE GOOD STUFFKEYWORD LEVEL TARGETING >>> BETTER RESULTS, DEEPER INSIGHTS
  9. 9. Sample  Keyword  Level  Results  
  10. 10. BENEFITS FOR SEARCH MARKETERS REACH MORE SEARCHERS, MORE OFTEN LEVERAGE SEARCH EXPERTISE EXPENSIVE TERMS FOR LESS COMPETITIVE TERMS DRIVE BRAND SEARCH AND DIRECT NAVIGATION EXPAND SITE RETARGETING POOLS
  11. 11. BENEFITS FOR BRAND MARKETERS CUSTOM SEGMENTS ON DEMAND 100% INTENT DRIVEN OPTIMIZE AUDIENCE ON THE FLY REPORT, BID, OPTIMIZE AT KEYWORD LEVEL BETTER PERFORMANCE GREATER INSIGHTS
  12. 12. SEARCH A LIKES LOOK-A LIKES USING SEARCH DATAPROFILE SEARCH PATTERNS OF CONVERTERS TARGET USERS WITH SIMILAR PATTERNS IMPROVE CPA PERFORMANCE EXPAND REACH
  13. 13. CPMs,  CTRs,  and  CPAs   Ver$cal   CPM     CTR   CPA   Actual   %  Below   Target   CPA   Goal  Auto  Parts  (click  and  view)   $2.67   0.10%   $48.00   $20.95   56%  Cellular  (click  and  view)   $1.99   0.06%   $1.25   $0.75   40%  Financial  Services  (click   $2.07   0.13%   $37.50   $10.98   71%  and  view)  Equipment  (click  only)   $2.94   0.08%   $50.00   $31.90   36%  PlaXorm  Average   $1.27   0.13%   *Actual  Campaign  Data  from  Simpli.fi,  PlaXorm  Average  includes  non-­‐SRT  campaigns    
  14. 14. ACTIONABLE BEST PRACTICES •  Start Broad •  Vary Bid Prices by Keyword •  Vary Recency •  Use Multivariate Optimization •  Value View Through Conversions •  Expand Using Search A Likes •  Become an Expert
  15. 15. Frost PrioleauCo-Founder and CEO Simpli.fi frost@simpli.fi

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