Remarketing 101 : Basics and StrategiesPriscilla Selwine | Sr Business Manager | July 25 2012                    © 2012 Re...
About Priscilla Marketing and advertising professional with over 8 years of experience Manages both B2B and B2C clients ...
Number crunching1. 56.2% - online shopping cart   abandonment*2. 61.2% - items in shopping cart left   behind without purc...
Remarketing : how does it work?                                                                      Ad Network Era       ...
So what is remarketing….“    It‟s a form of marketing in which    you target users who have previously            visited ...
6 types of remarketing : Site                                                                              Works by placi...
Site Remarketing scenarios            © 2012 Regalix Inc. Confidential, All Rights Reserved
6 types of remarketing : SEM/ SEO                                                                                Subset o...
6 types of remarketing: Email                                                                           Involved sending ...
6 types of remarketing : Content                                                                           Works by placi...
6 types of remarketing : Social                                                                           Finding those w...
6 types of remarketing : Search                                                                           Based on recent...
Search Remarketing – how it works           © 2012 Regalix Inc. Confidential, All Rights Reserved                         ...
Best Practices to incorporate  Segment sections on your website basis the buying cycle i.e… About us page    – explorator...
Best Practices to incorporate  Define your communication strategy based on website segments and user    interaction. e.g....
Common Mistakes to Avoid  Ensure you have the right attribution model – first source Vs last source.  Avoid „over – targ...
© 2012 Regalix Inc. Confidential, All Rights Reserved
Get in Touch Forefront of Innovation                                                             visit: www.regalix.com ...
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Retargetting 101

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Retargetting 101

  1. 1. Remarketing 101 : Basics and StrategiesPriscilla Selwine | Sr Business Manager | July 25 2012 © 2012 Regalix Inc. Confidential, All Rights Reserved
  2. 2. About Priscilla Marketing and advertising professional with over 8 years of experience Manages both B2B and B2C clients in helping them leverage the Internet to achieve their marketing goals and objectives. Masters in Business Administration (Marketing) and a Graduation in Mass Media with a specialization in Advertising. © 2012 Regalix Inc. Confidential, All Rights Reserved
  3. 3. Number crunching1. 56.2% - online shopping cart abandonment*2. 61.2% - items in shopping cart left behind without purchase*3. Retargeted customers are 70% more likely to convert and will spend over 50% more than the average visitor** © 2012 Regalix Inc. Confidential, All Rights Reserved Source: *Experian marketing | ** SEOMoz
  4. 4. Remarketing : how does it work? Ad Network Era Media Exchanges Era Media Planner Era Inventory 1 Inventory 2 Real Time Bidding Media site list platforms- © 2012 Regalix Inc. Confidential, All Rights Reserved
  5. 5. So what is remarketing….“ It‟s a form of marketing in which you target users who have previously visited your website ” The Old“ the process of identifying an individual who has done something ” you have defined The New © 2012 Regalix Inc. Confidential, All Rights Reserved
  6. 6. 6 types of remarketing : Site Works by placing a pixel on your Social Search website and tagging visitors remarketing remarketing  used effectively by ecommerce website to manage shopping cart Content Site remarketing remarketing abandonment.  More an optimization tool than a Email SEO/ SEM customer acquisition tool. remarketing remarketing © 2012 Regalix Inc. Confidential, All Rights Reserved
  7. 7. Site Remarketing scenarios © 2012 Regalix Inc. Confidential, All Rights Reserved
  8. 8. 6 types of remarketing : SEM/ SEO  Subset of Site targeting  Adds in another behavioral Social Search remarketing remarketing dimension of the keyword that the user used before coming to the website. Content Site remarketing remarketing Email SEO/ SEM remarketing remarketing © 2012 Regalix Inc. Confidential, All Rights Reserved Ref : Chango.com
  9. 9. 6 types of remarketing: Email  Involved sending an email message based on action taken on the Social Search website/ emailer sent. remarketing remarketing Content Site remarketing remarketing Email SEO/ SEM remarketing remarketing © 2012 Regalix Inc. Confidential, All Rights Reserved
  10. 10. 6 types of remarketing : Content  Works by placing your pixel on a third party site which displays your Social Search content. remarketing remarketing i.e…whitepapers on third party sites, video / rich media Content Site remarketing remarketing advertising. Email SEO/ SEM remarketing remarketing © 2012 Regalix Inc. Confidential, All Rights Reserved
  11. 11. 6 types of remarketing : Social  Finding those who are socially similar to your customers. Social Search remarketing remarketing  Typically done by looking at shared content. Content Site remarketing remarketing Email SEO/ SEM remarketing remarketing © 2012 Regalix Inc. Confidential, All Rights Reserved
  12. 12. 6 types of remarketing : Search  Based on recent searches done on Social Search major search engines or website remarketing remarketing  Targets visitors who have not been to your website Content Site remarketing remarketing  remarketing the action of doing a search on google. – acquisition Email SEO/ SEM based remarketing method. remarketing remarketing  no restriction on competition term targeting. © 2012 Regalix Inc. Confidential, All Rights Reserved
  13. 13. Search Remarketing – how it works © 2012 Regalix Inc. Confidential, All Rights Reserved Ref : Chango.com
  14. 14. Best Practices to incorporate  Segment sections on your website basis the buying cycle i.e… About us page – exploratory phase, shopping cart – buying phase, compare pricing – evaluation phase.  Segment your visitors based on behavior and source. E.g.. Intent of users coming through search is higher than those who view your product on third party websites.  Tag users based on action performed on the website i.e.. treat Casual users differently from informed users.  Map out the „mini-conversions‟ on your website e.g.. Free trial, download etc… and define a separate strategy to convert these users © 2012 Regalix Inc. Confidential, All Rights Reserved
  15. 15. Best Practices to incorporate  Define your communication strategy based on website segments and user interaction. e.g.. Coupon code vs product reminder vs discount  Define your bidding strategy to manage ROI better e.g…bid lower on casual users and higher on shopping cart deserters.  Create negative lists in your remarketing campaigns – add converted users to the negative list. © 2012 Regalix Inc. Confidential, All Rights Reserved
  16. 16. Common Mistakes to Avoid  Ensure you have the right attribution model – first source Vs last source.  Avoid „over – targeting‟ – set up frequency caps  Don‟t invest in multiple remarketing solutions - Accuracy is more important than scale  Don‟t saturate your users browsing experience - set a maximum period of time for re-targeting based on the user buying cycle  Don‟t retarget everyone – map intent of prospects based on source and action taken on your assets (website, landing pages, download forms)  Know your media reach – larger the network isn‟t necessarily good. © 2012 Regalix Inc. Confidential, All Rights Reserved
  17. 17. © 2012 Regalix Inc. Confidential, All Rights Reserved
  18. 18. Get in Touch Forefront of Innovation  visit: www.regalix.com  Digital Marketing Services  Technology Enabled Services  If you have any questions about this webinar please  Regalix Labs feel free to get in touch with the speaker Priscilla Selwine, pselwine@regalix-inc.com Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team  For a free evaluation of your website / ecommerce portal, please get in touch with Ritu Josan, Fortune 500 and Venture Backed Customers (B2B and rjosan@regalix-inc.com B2C) Global Operations: HQ in Silicon Valley, 4 Offices Industry Recognition © 2012 Regalix Inc. Confidential, All Rights Reserved 18

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