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Is Remarketing a Good second Date For Search
 

Is Remarketing a Good second Date For Search

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Chris Whitelaw, I Spy, explains how re-targeting your search campaign can help you retain your clients and encourage conversion.

Chris Whitelaw, I Spy, explains how re-targeting your search campaign can help you retain your clients and encourage conversion.

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    Is Remarketing a Good second Date For Search Is Remarketing a Good second Date For Search Presentation Transcript

    • Is Remarketing a Good Second Date for Search?
      Chris Whitelaw
    • The challenge
      98% of traffic leaves without buying
      Users visit 4 competitor sites on average before making a purchase
      Users visit your site 5 times on average before converting
    • Digital Marketing Funnel
      Awareness Consideration Preference Action Loyalty
      Conversational
      Social
      Informational Transactional
      Natural
      Transactional
      Paid
      Display, search and social drive interest and consideration of brands
      This funnel works as a good introduction for afirstdate
    • But what happens on the date ?
      A bad journey?
      Got lost on the way?
      Didn’t get where you were coming from?
      Got distracted?
      Left early?
      Got bored?
      All classic dating issues.
      No future…
    • Getting your client a 2nd date
      Retargeting pixels added to key site pages
      Serving product specific, product category or brand ‘recall’ ads online – offers work well too!
      Heightened relevancy leads to a greater chance of a second date
    • 2
      1
      A prospective customer browses a brand site, potentially through a paid or natural search
      ...then leaves to browse
      other websites to do some online research or to carry out day to day online tasks such as e-mailing
      4
      3
      One click brings them directly back to the brand site to pick up where they started
      Retargeting partner displays a personalised ad relevant to their initial visit within same user session
    • Retargeting technology
      Many technology vendors in market
      Different levels of targeting
      Behavioural
      Personalised
      Dynamic pricing/messaging
    • Retargeting used through 2010/2011 in line with search activity
      CV upload and job application based execution
      CPA on both CV and job application 75%+ lower
      Retargeting success story
    • An advertiser needs to have meaningful volume of unique visitors to their site (100k+ unique per month) to have sufficient audience to retarget around the web.
    • Understand the success measurement metrics before you launch the campaign. Are you attributing sales to people that have seen the ad or actually clicked on the ad?
    • Make sure you attribute sales appropriately (no double counting) to the retargeting versus other online marketing activity.
    • Set the right length of time you are going to retarget an individual computer (the cookie window length). Someone researching a movie does not want to being seeing ads in two months time when they have already seen the movie.
    • Understand the balance between being very targeted and very annoying. Don’t stalk your audience around the web with too many ads too frequently – no one likes a stalker.
    • Summary
      Helps to close the sales loop
      Works well with search marketing
      Relevant messaging, highly targeted
      Effective advertising with ROI positivity