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10 WaysSearch RetargetingWill TransformYour BusinessPRESENTED BY Netplus
Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform ...
Search Retargeting DefinedSearch retargeting is about increasing therelevancy and therefore the performanceof the banner a...
Image courtesy of ChangoHow It Works
Search Retargeting Defined• Display campaign retargeting• Site retargeting• Google retargeting• Search retargeting through...
Where Search and Media Meet• Search –often reaches those who are infoor task oriented• Display –often reaches highly desir...
Making Up For Lost Traffic• Search– Keyword “Porsche”– Who is it?– How much can we target?– What is that click worth to us...
Search Retargeting Vendors• Chango• Magnetic• Simpli.fi
Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform ...
Launching a Search Retargeting Program• Clear Objectives• Targeting• Cost Models• Strategy• Keyword Selection• Testing• Op...
Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform ...
Lessons Learned• Allocate sufficient resources and time. Without them the lessons willbe absent, along with any meaningful...
Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform ...
10 Ways Search RetargetingWill Transform Your Business1. Search Retargeting provides a hyper –focused, ROI positive additi...
2. Search Retargeting has the potential tooptimize overall marketing spend byreducing and shifting marketing dollarsfrom S...
3. Search and display have synergy, butthrough Search Retargeting they trulywork together – lots of studies suggest ahalo ...
4. Integration. The value shifts to cross-discipline media folks, rather than silo-edsearch or display experts10 Ways Sear...
5. Consumer ad relevancy is improved asads are more targeted to their needs.This leads to improved performance andefficien...
6. Closes the loop – search retargetingprovides a rich set of feedback tounderstand gaps in SEO and providefurther data po...
7. Takes your search efforts off the searchpage to reaches consumers on highlycompetitive keywords that you couldn’totherw...
8. Creates an opportunity for competitortargeting by focusing on competitor brandterms and marketing phrases10 Ways Search...
9. Provides another tool and testing platform•Attribution vs. single session models•Additional Search tactic to target use...
10.Leverages the concept of behavioraltargeting by utilizing search intent as theactual qualifier10 Ways Search Retargetin...
Key Takeaways1. Search Retargeting is a hybrid model that combinesthe ability of search queries to signal intent with thet...
Agenda• Search Retargeting Defined• Foundational Elements• Launching a Program• Tips to Ensure Success• 10 Ways Search Ret...
CONTACTRobin NeifieldCEO, Netplusrn@netplusmarketing.comt 610-897-2382Thank You.
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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.

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

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Transcript of "Netplus: 10 Ways Search Retargeting Will Transform Your Business"

  1. 1. 10 WaysSearch RetargetingWill TransformYour BusinessPRESENTED BY Netplus
  2. 2. Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform Your Business• Q&A
  3. 3. Search Retargeting DefinedSearch retargeting is about increasing therelevancy and therefore the performanceof the banner ads served to searchers.
  4. 4. Image courtesy of ChangoHow It Works
  5. 5. Search Retargeting Defined• Display campaign retargeting• Site retargeting• Google retargeting• Search retargeting through networks• Search retargetingA re-marketing progression ….
  6. 6. 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
  7. 7. 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
  8. 8. Search Retargeting Vendors• Chango• Magnetic• Simpli.fi
  9. 9. Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform Your Business• Q&A
  10. 10. Launching a Search Retargeting Program• Clear Objectives• Targeting• Cost Models• Strategy• Keyword Selection• Testing• Optimization• Analytics
  11. 11. Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform Your Business• Q&A
  12. 12. 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.
  13. 13. Agenda• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform Your Business• Q&A
  14. 14. 10 Ways Search RetargetingWill Transform Your Business1. Search Retargeting provides a hyper –focused, ROI positive addition to yourmarketing tool box
  15. 15. 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
  16. 16. 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
  17. 17. 4. Integration. The value shifts to cross-discipline media folks, rather than silo-edsearch or display experts10 Ways Search RetargetingWill Transform Your Business
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 8. Creates an opportunity for competitortargeting by focusing on competitor brandterms and marketing phrases10 Ways Search RetargetingWill Transform Your Business
  22. 22. 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
  23. 23. 10.Leverages the concept of behavioraltargeting by utilizing search intent as theactual qualifier10 Ways Search RetargetingWill Transform Your Business
  24. 24. 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
  25. 25. Agenda• Search Retargeting Defined• Foundational Elements• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting WillTransform Your Business• Q&A
  26. 26. CONTACTRobin NeifieldCEO, Netplusrn@netplusmarketing.comt 610-897-2382Thank You.
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