SES 2014 Smart Remarketing presentation from Net Media Planet

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Presentation from SES 2014 on how to develop a top performing Search Remarketing strategy

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SES 2014 Smart Remarketing presentation from Net Media Planet

  1. 1. Smart Retargeting Sri Sharma, Managing Director & Founder @srisharma @netmediaplanet
  2. 2. Leading Search and Display specialist driving a step change in performance Best Use of Search Best Use of Mobile Innovation in PPC Grand Prix Award
  3. 3. Clients @srisharma @netmediaplanet 3
  4. 4. Retargeting is efficient & effective 227 brand marketeers were asked to describe Retargeting @srisharma @netmediaplanet 4 Source: Chango, Digiday Oct2013
  5. 5. Retargeting is set for growth in 2014 227 brand marketeers were asked if their Retargeting budgets would increase in 2014 @srisharma @netmediaplanet 5 Source: Chango, Digiday Oct2013
  6. 6. More technology choices @srisharma @netmediaplanet 6 Source: Chiefmartec 2014
  7. 7. More sophistication Consumer funnel Paid Search Becoming Aware Researching In Market @srisharma @netmediaplanet Generic PPC RLSAs Display Prospecting Prospect retargeting Negative Retargeting retargeting 7
  8. 8. More savvy customers @srisharma @netmediaplanet 8
  9. 9. Audience 9
  10. 10. On-site behaviour based audience lists New visitors Category page visitors Basket abandoners Purchasers (60 days) @srisharma @netmediaplanet 10
  11. 11. +400% conversion rate New visitors Category page visitors Basket abandoners Purchasers (60 days) @srisharma @netmediaplanet 11
  12. 12. Simplification in Enhanced campaigns @srisharma @netmediaplanet 12
  13. 13. Improve audience definition & targeting Improve audience targeting Discover converter blueprint • • • • • • • • • Demographics Psychographics Income Education Location Time On-site behaviour Device and browser Consumer lifecycle @srisharma @netmediaplanet • • PPC • Demographic targeting • Geo-targeting • Day-parting • Device bid multipliers Display • Placement refinement • 3rd party data targeting 13
  14. 14. Discover converter qualities @srisharma @netmediaplanet 14
  15. 15. Location based audience lists @srisharma @netmediaplanet 15
  16. 16. +300% conversion rate vs @srisharma @netmediaplanet 16
  17. 17. 3rd party data based audience lists @srisharma @netmediaplanet 17
  18. 18. Converter ‘lookalike’ data segments Site visitors who didn’t buy The target @srisharma @netmediaplanet 18
  19. 19. Customer lifecycle based audience lists Time Post birth 2nd birth Value potential 2nd - 3rd trimesters Stage of Parenting Customer Lifecycle 19
  20. 20. Creative 20
  21. 21. Static Flash Dynamic (Product) x3 x2 21
  22. 22. Sequential creative messaging Becoming Aware Researching In Market @srisharma @netmediaplanet 22
  23. 23. Real time response to weather • • • @srisharma @netmediaplanet Weather API Real time response Specific banner serving 23
  24. 24. Real time response to weather Rain @srisharma @netmediaplanet Snow 24
  25. 25. Technology 25
  26. 26. Lots of providers 26
  27. 27. Considerations • • • • • • • • Frequency capping control Dynamic product ads functionality Access to major ad exchanges Pretargeting & Retargeting Data transparency Data privacy Integration with Google merchant centre Adwords/Analytics Integration @srisharma @netmediaplanet 27
  28. 28. Frequency & Recency 28
  29. 29. Key considerations • • • • • Customer annoyance Target ROI Stage of consumer funnel Device type Geographic location @srisharma @netmediaplanet 29
  30. 30. The right frequency Chart showing CTR and Conversion rate by frequency 3.00% 1.40% 1.20% 2.50% CTR 1.00% Conversion rate 2.00% 0.80% CTR 1.50% 0.60% CR 1.00% 0.40% 0.50% 0.20% 0.00% 0.00% 0 2 4 6 8 10 12 14 Frequency @srisharma @netmediaplanet 30 Source: Net Media Planet client data
  31. 31. Negative remarketing but recognising ‘old’ converters @srisharma @netmediaplanet 31
  32. 32. Key takeaways • Be smart in how you define & target your audience • • Be creative with creatives • Become effective and efficient using frequency & recency Consider the merits of technology providers against your specific needs @srisharma @netmediaplanet 32
  33. 33. Leading Search and Display specialist driving a step change in performance Best Use of Search Best Use of Mobile Innovation in PPC Grand Prix Award

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