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Retargeting presentation test Retargeting presentation test Presentation Transcript

  • RETARGETINGRIGHT CUSTOMER - RIGHT TIME - RIGHT MESSAGE
  • G A RY H E N D E R S O NTWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • WHAT IS RETARGETING?•Serving ads across display networks to target individuals who have visited your: •Website •Social media profile •Landing page•Goal: Saturate target market with brand message/value proposition and to remain top-of-mind TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • WHAT IS RETARGETING?TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • WHY RETARGETING IS IMPORTANT?98% of site visitors leave websites without convertingThe average consumer has 7 interactions with a company beforeconvertingRetargeting campaigns cost 20% less (on average) than site-targetedcampaigns on a CPM basisRetargeting CTRs are roughly 2x higher than that of traditional PPC TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • RETARGETING VS. DISPLAY• Only shows ads to users who have visited your site• More specific-- target users based on what they viewed on your site• Retarget visitors who did convert with similar but different offers• Offer unique value proposition based on the user’s history on your site• Keep your brand at the forefront of the visitor’s mind (remember-- 7 interactions on average to convert) TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • SETTING UP A RETARGETING CAMPAIGN• Place a snippet of generated code onto the page(s) to which you want to drive traffic• Each time an individual visits the page, a cookie will be attached TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • SETTING UP A RETARGETING CAMPAIGN• Design specific text/display ads for each page/item that you wish to retarget• Once a certain number of visitors view the page, retargeting ads are triggered across the ad network TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • TYPES OF RETARGETING: WHOLE SITE• Targeting previous website visitors with general ads for the site to entice them to return TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • TYPES OF RETARGETING: FEATURE• Target visitors who have viewed specific pages, offers, or products TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • GOOGLE REMARKETINGPros•No management fees• Can use research from SEO and PPC campaigns• Easy to get started• Familiarity with interface and measurement methodsCons• Ads only display across Google’s display network• Requires time and labor to manage and maintain TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • OUTSIDE VENDORSPros• Ads are displayed across more than just Google’s network• Extensive tools and monitoring capabilities• Experts managing accounts• Data/results are presented in easy-to-digest formatCons• Usually requires management fees and/or percent of ad-spend/return• Having to find the perfect partner for your business TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • OUTSIDE VENDORSTWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • CASE STUDY: YANKEE CANDLEGoals•Grow customer base•Re-engage previous customers• Specifically target shopping cart abandonmentStrategy• Target customers who abandoned shopping carts (60 days or less)• Used Google Remarketing• Text and display ads promoting coupons and discounts TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • CASE STUDY: YANKEE CANDLEResults• 10% of visitors who abandoned shopping carts returned to the site•10% of those converted• 600% higher conversion rate than the account average• CPC less than half of average account CPC• 468% increase in ROI TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • CASE STUDY: TRAVELOCITYGoals• Maximize ROI by retargeting customers who searched for flights but did not convertStrategy• Utilized dynamic retargeting to target specific flights/routes for which visitors were searching• Marketed area hotels/car rentals to visitors who did convert TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • CASE STUDY: TRAVELOCITYResults• 651% increase in CTR•Cost per Transaction-- 79% decrease• Transaction Volume-- 230% increase• Earnings-- 133% increase TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • GARY HENDERSON Interactivity Marketing Gary@InteractivityMarketing.com www.InteractivityMarketing.com @GaryLHenderson @IMDigitalAgencyTWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM