SES London 2012 - Dax Hamman - Is Retargeting Right For You?
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SES London 2012 - Dax Hamman - Is Retargeting Right For You?

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Talk by Dax Hamman at SES Conference & Expo in London, February 2012, on Remarketing & Retargeting

Talk by Dax Hamman at SES Conference & Expo in London, February 2012, on Remarketing & Retargeting

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SES London 2012 - Dax Hamman - Is Retargeting Right For You? Presentation Transcript

  • 1. London | 20–24 Feb, 2012 | #seslondonIs Retargeting Right for You?Chango / @changoDax Hamman / @daxhamman
  • 2. London | 20–24 Feb, 2012 | #seslondonYes. @daxhamman / @chango
  • 3. London | 20–24 Feb, 2012 | #seslondonBut... @daxhamman / @chango
  • 4. London | 20–24 Feb, 2012 | #seslondon @daxhamman / @chango
  • 5. London | 20–24 Feb, 2012 | #seslondonDon’t... @daxhamman / @chango
  • 6. London | 20–24 Feb, 2012 | #seslondon
  • 7. London | 20–24 Feb, 2012 | #seslondonIf my mum... @daxhamman / @chango
  • 8. London | 20–24 Feb, 2012 | #seslondon(“You shalt thou count to seven, no more, no less. Seven shall be the number thou shalt count, and the numberof the counting shall be seven. Eight shalt thou not count, neither count thou six, excepting that thou thenproceed to seven. Ten is right out.” – Monty Python) @daxhamman / @chango
  • 9. London | 20–24 Feb, 2012 | #seslondon
  • 10. London | 20–24 Feb, 2012 | #seslondonAnother view of the world
  • 11. The 7 effective types of RetargetingHigh Resolution Image : chango.com/blog/7typesofretargeting
  • 12. London | 20–24 Feb, 2012 | #seslondonSearch retargeting: The leaky SEM funnel @daxhamman / @chango
  • 13. London | 20–24 Feb, 2012 | #seslondon @daxhamman / @chango
  • 14. London | 20–24 Feb, 2012 | #seslondonWhich cork, which leak?The right tool for the job SearchRT: Top of funnel prospecting SearchRT: Brand and competitor terms targeting SearchRT: Supplement SEM head terms SiteRT: Keep communication open from site visit SearchRT: Be present during the research phase Search RT: Message to a consumer about to convert SiteRT: Win back visitors who have abandoned @daxhamman / @chango
  • 15. London | 20–24 Feb, 2012 | #seslondon The importance of granularitySearch retargeting is effective because it targets only thoseindividuals who are searching for your terms.Treats every search event as an individual – do not bucket our keywords back into segments. In arecent retail case study the following data illustrates the need to bid on each keyword uniquely –just like search. (chango.com/blog) Phrase CTR Optimize your campaign Clothes shop 0.87% to the keyword level, and Clothes shopping 0.25% report back in this way Shoes 0.11% too. Shoes mens 0.16% Mens shoes 0.21% @daxhamman / @chango
  • 16. London | 20–24 Feb, 2012 | #seslondon @daxhamman / @chango
  • 17. London | 20–24 Feb, 2012 | #seslondonThe PSA report @daxhamman / @chango
  • 18. London | 20–24 Feb, 2012 | #seslondon SEM Order ID1. Track Display Order ID2. Measure SEM = $4,000 Display = $5,000 SEM and display = $1,000 Overlap = $1k / $10k = 10% @daxhamman / @chango
  • 19. London | 20–24 Feb, 2012 | #seslondon @daxhamman / @chango
  • 20. “Thank you!” Retargeting Exposed: Not Another Whitepaper About Retargeting! http://www.chango.com/whitepaper/not- another-white-paper-on-retargeting Or email dax@chango.com for a copyFind us: @chango / Daxthink.com / @daxhamman