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Netplus: 10 Ways Search Retargeting  Will Transform Your Business
 

Netplus: 10 Ways Search Retargeting Will Transform Your Business

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Search retargeting is about increasing the relevancy and therefore the performance of the banner ads served to searchers.

Search retargeting is about increasing the relevancy and therefore the performance of the banner ads served to searchers.

Contact hello@thinknetplus.com to chat about SEM, SEO and more.

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    Netplus: 10 Ways Search Retargeting  Will Transform Your Business Netplus: 10 Ways Search Retargeting Will Transform Your Business Presentation Transcript

    • 10 WaysSearch RetargetingWill TransformYour BusinessPRESENTED BY Netplus
    • Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform Your Business• Q&A
    • Search Retargeting DefinedSearch retargeting is about increasing therelevancy and therefore the performanceof the banner ads served to searchers.
    • Image courtesy of ChangoHow It Works
    • Search Retargeting Defined• Display campaign retargeting• Site retargeting• Google retargeting• Search retargeting through networks• Search retargetingA re-marketing progression ….
    • Where Search and Media Meet• Search –often reaches those who are infoor task oriented• Display –often reaches highly desirabledemos or profiles – but you don’t know ifthey have an immediate need or anyinterest in your product or service• Retargeting based on search brings thesetogether to use search query history tosignal intent
    • Making Up For Lost Traffic• Search– Keyword “Porsche”– Who is it?– How much can we target?– What is that click worth to us?• Fill in traffic loss with retargeting– Search retargeting– Site retargeting
    • Search Retargeting Vendors• Chango• Magnetic• Simpli.fi
    • Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform Your Business• Q&A
    • Launching a Search Retargeting Program• Clear Objectives• Targeting• Cost Models• Strategy• Keyword Selection• Testing• Optimization• Analytics
    • Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform Your Business• Q&A
    • Lessons Learned• Allocate sufficient resources and time. Without them the lessons willbe absent, along with any meaningful results.• Prepare creative thinking in advance– Creative testing is just as important here• Dont send potential customers to a site that isnt prepared to receivethem.• Measure results across tactical elements to get an accurate read onthe program influence.• Set conversion metrics, cookie windows, and the measurement ofview-through conversions in advance.• Be wary of micro-targeting to new customers to the exclusion ofexisting customers unless youve addressed them with otherprogram elements.
    • Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform Your Business• Q&A
    • 10 Ways Search RetargetingWill Transform Your Business1. Search Retargeting provides a hyper –focused, ROI positive addition to yourmarketing tool box
    • 2. Search Retargeting has the potential tooptimize overall marketing spend byreducing and shifting marketing dollarsfrom SEM on expensive keywords10 Ways Search RetargetingWill Transform Your Business
    • 3. Search and display have synergy, butthrough Search Retargeting they trulywork together – lots of studies suggest ahalo effect, but this is the first time it canbe quantified effectively10 Ways Search RetargetingWill Transform Your Business
    • 4. Integration. The value shifts to cross-discipline media folks, rather than silo-edsearch or display experts10 Ways Search RetargetingWill Transform Your Business
    • 5. Consumer ad relevancy is improved asads are more targeted to their needs.This leads to improved performance andefficiency.10 Ways Search RetargetingWill Transform Your Business
    • 6. Closes the loop – search retargetingprovides a rich set of feedback tounderstand gaps in SEO and providefurther data points for SEM optimization10 Ways Search RetargetingWill Transform Your Business
    • 7. Takes your search efforts off the searchpage to reaches consumers on highlycompetitive keywords that you couldn’totherwise profitably bid10 Ways Search RetargetingWill Transform Your Business
    • 8. Creates an opportunity for competitortargeting by focusing on competitor brandterms and marketing phrases10 Ways Search RetargetingWill Transform Your Business
    • 9. Provides another tool and testing platform•Attribution vs. single session models•Additional Search tactic to target users at thetop of the funnelImage courtesy of Eyeblaster10 Ways Search RetargetingWill Transform Your Business
    • 10.Leverages the concept of behavioraltargeting by utilizing search intent as theactual qualifier10 Ways Search RetargetingWill Transform Your Business
    • Key Takeaways1. Search Retargeting is a hybrid model that combinesthe ability of search queries to signal intent with thetargeting capabilities of display media for optimumROI2. Planning and implementing a successful searchretargeting program requires a new mindset with atruly integrated approach across tactics and withinthe team3. Benefits can include:– New opportunities in targeting– Cost savings– Actionable info
    • Agenda• Search Retargeting Defined• Foundational Elements• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform Your Business• Q&A
    • CONTACTRobin NeifieldCEO, Netplusrn@netplusmarketing.comt 610-897-2382Thank You.