Potent Retargeting
Upcoming SlideShare
Loading in...5
×
 

Potent Retargeting

on

  • 147 views

This is my presentation for BLINK on the topic of display retargeting and remarketing beyond display media

This is my presentation for BLINK on the topic of display retargeting and remarketing beyond display media

Statistics

Views

Total Views
147
Views on SlideShare
145
Embed Views
2

Actions

Likes
0
Downloads
3
Comments
0

1 Embed 2

http://www.linkedin.com 2

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Though Search Marketing can be extraordinarily effective, it still faces the limitation that users spend only 5% of their time searching and only 13% of people perform a shopping-related query on any given day.Fortunately, the emergence of Performance Display advertising – infusing online banner advertising with real-time data and optimization capabilities – has given a real shot in the arm to the online advertising ecosystem. It has provided marketers with a way to engage users the 95% of the time they are not using search engines, reaching TV-like audiences, this time with one-to-one messages. By borrowing many of the strengths Search Marketing is famous for – measurement, scale, transparency, and driven by user intent – Performance Display has provided marketers with a dramatic new way to generate new customers and sales
  • You’ve used up resources to drive a customer down the purchase consideration funnel. You need to CLOSE the deal.
  • Global Average Conversion RatesFirst Time User Average Conversion Rates

Potent Retargeting Potent Retargeting Presentation Transcript

  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Potent Retargetingmarketing Putting together a retargeting strategy that transcends display
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar How display retargeting works
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar The First Banner Ad
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 5% 13% Average percentage of online users’ time spent searching for something The percentage of people performing a shopping-related query on any given day The problem with search
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar LET’S LOOK AT A FEW EXAMPLES
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Facebook is like a fridge
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Why would I want to retarget?
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar The purchase consideration funnel When you’d want to disrupt
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Homer needs a replacement bumper– He browses your site
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Homer needs a replacement bumper – he browses a competitor site
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Homer checks out how-to articles on how to replace his car’s bumper
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Going back to how display retargeting works
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 4.2% 3.8% Global Average Conversion Rate Average Conversion rate for First-Time Visitors
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 71.5%Average Cart Abandonment Rate
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar “Why” in summary • Customers have virtually infinite choices online • All things being equal, the top of mind brand wins • You’ve already paid partial acquisition costs for a lot of your customers who don’t end up purchasing from you. Close the deal • There’s huge opportunity to be had in your customer segment that bounced/didn’t end up purchasing (or abandoned their carts)
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar EFFICACY/INSIGHTS
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Run of Network vs. Retargeted 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% Q1 Q2 Q3 Q4 Full Year Retargeted ads Run of Network
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Number of branded searches 0 20000 40000 60000 80000 100000 120000 140000 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Retargeting Without-Retargeting
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar A lot of these searches were branded long tail searches Demo site
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Units sold by clickstream order 0 50 100 150 200 250 300 350 400 Second Third Fourth Fifth Sixth Seventh
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers • Geographic location • Age • Gender • What vehicle they own • Their search queries • The last product they bought • The last page they visited on your site • The time they spent on site • The last email campaign they opened • The aggregate amount they spent on your business • Their browsing history • Their preferences • The media they played
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar So why is it that after browsing this…
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar I still get served these?
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Why is it that when I opened this…
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar I still see this?
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Don’t write off Email Marketing
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers • Geographic location • Age • Gender • What vehicle they own • Their search queries • The device they’re using • The last product they bought • The last page they visited on your site • The time they spent on site • The last email campaign they opened • The last email element they clicked • The items they added to their carts • The last product they browsed • The aggregate amount they spent on your business • Their browsing history • Their preferences • The media they played
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers • Geographic location • Age • Gender • What vehicle they own • Their search queries • The device they’re using • The last product they bought • The last page they visited on your site • The time they spent on site • The last email campaign they opened • The last email element they clicked • The items they added to their carts • The last product they browsed • The aggregate amount they spent on your business • Their browsing history • Their preferences • The media they played
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers • Geographic location • Age • Gender • What vehicle they own • The device they’re using • Their search queries • The last product they bought • The last page they visited on your site • The time they spent on site • The last email campaign they opened • The last email element they clicked • The items they added to their carts • The last product they browsed • The aggregate amount they spent on your business • Their browsing history • Their preferences • The media they played
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers • Geographic location • Age • Gender • What vehicle they own • The device they’re using • The last product they bought • The last page they visited on your site • The time they spent on site • The last email campaign they opened • The last email element they clicked • The items they added to their carts • The last product they browsed • The aggregate amount they spent on your business • Their browsing history • Their preferences • The media they played
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers • Geographic location • Age • Gender • What vehicle they own • Their search queries • The device they’re using • The last product they bought • The last page they visited on your site • The time they spent on site • The last email campaign they opened • The last email element they clicked • The items they added to their carts • The last product they browsed • The aggregate amount they spent on your business • Their browsing history • Their preferences • The media they played
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers • Geographic location • Age • Gender • What vehicle they own • Their search queries • The device they’re using • The last product they bought • The last page they visited on your site • The time they spent on site • The last email campaign they opened • The last email element they clicked • The items they added to their carts • The last product they browsed • The aggregate amount they spent on your business • Their browsing history • Their preferences • The media they played
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers • Geographic location • Age • Gender • What vehicle they own • Their search queries • The device they’re using • The last product they bought • The last page they visited on your site • The time they spent on site • The last email campaign they opened • The last email element they clicked • The items they added to their carts • The last product they browsed • The aggregate amount they spent on your business • Their browsing history • Their preferences • The media they played
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers • Geographic location • Age • Gender • What vehicle they own • Their search queries • The device they’re using • The last product they bought • The last page they visited on your site • The time they spent on site • The last email campaign they opened • The last email element they clicked • The items they added to their carts • The last product they browsed • The aggregate amount they spent on your business • Their browsing history • Their preferences • The media they played
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Click here
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers • Geographic location • Age • Gender • What vehicle they own • Their search queries • The last product they bought • The last page they visited on your site • The time they spent on site • The last email campaign they opened • The aggregate amount they spent on your business • Their browsing history • Their preferences • The media they played
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar There is a lot of data you can overlay with the type of media played • Geographic Location -> Upcoming Concerts in user’s area • Demographic info (age) -> age-specific products • Genre -> Instruments/new albums • Justin Bieber/Nickelback -> Hearing Aids
  • mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar YOU ARE ONLY LIMITED BY HOW CREATIVE YOU CAN GET WITH USING YOUR DATA. THANK YOU!