Online Marketing from the Fringes - DreamForce

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I cover retargeting, display marketing (then and now) and run through the new way to catch leads with compelling display ads. Are you rocking retargeting? This should help.

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Online Marketing from the Fringes - DreamForce

  1. 1. Unleashing the Power of Retargeting:Raising the Bar on Your Display Advertising EffortsJoanna Lord, Director of Customer Acquisition, SEOmoz
  2. 2. Things have changed…
  3. 3. Things have changed…people are experiencing the web differently.
  4. 4. My morning = information overload
  5. 5. So what does this mean for display advertising?
  6. 6. There’s a problem:People are frantically consuming information.
  7. 7. There’s a problem:People are frantically not consuming information.
  8. 8. There’s a problem:The expectations for our display advertising have changed.
  9. 9. Generate Traffic & Improve Brand AwarenessDisplay Advertising of Yesteryear: Less Was Expected
  10. 10. Generate Traffic & Improve Brand Awareness Continue to improve the quality of that traffic Control that brand awareness & sculpt itDisplay Advertising of Today: We Expect More
  11. 11. Generate Traffic & Improve Brand Awareness Continue to improve the quality of that traffic Control that brand awareness & sculpt it Produce conversions (primary & secondary) Increase average revenue of each conversionDisplay Advertising of Today: We Expect More
  12. 12. Generate Traffic & Improve Brand Awareness Continue to improve the quality of that traffic Control that brand awareness & sculpt it Produce conversions (primary & secondary) Increase average revenue of each conversion Set expectations that will be met at this point Establish trust between consumer & brand Enable the consumer to evolve with the brandDisplay Advertising of Today: We Expect More
  13. 13. That’s where Retargeting comes in
  14. 14. What is Retargeting?The act of putting your message in front of lost prospects.
  15. 15. What is Retargeting?The act of putting your message in front of lost prospects.
  16. 16. “More that 95% of visitors who browse a retailer’s site do not complete a transaction in their visit.” “Retargeted consumers are nearly 70 percent more likely to complete a purchase as compared to non retargeted consumers.” “Retargeted customers spend, on average 50% more than those served with non-retargeted banner ads.”Convinced? Okay let’s talk Retargeting.
  17. 17. How Does It Work?Segment Code Burn Code Conversion Code Used to “un-pixel” a Builds your audience user after they’ve Placed on the “post- completed a defined transaction” page. action. Usually placed in the Likely candidate: Provides insight into footer or header “post-transaction” CTR, view through page/thank you page conversions, etc. Likely page candidates: homepage, landing pages, and other entry points to your site
  18. 18. 5 Ways to Get Started with Retargeting Oh the good stuff…let’s get on with it!
  19. 19. #1: Address the Entire Funnel (Catch up, engage them, keep them)
  20. 20. Grow the relationship with Sequence Retargeting. conversion
  21. 21. Grow the relationship with Sequence Retargeting. launch a promo request engage socially feedback introduce new feature conversionrepeat conversion change strengthen perception loyalty
  22. 22. #2: Grow & Strengthen Your Brand (test, manage, expand)
  23. 23. Get creative with your creatives.Introducers Influencers Converters
  24. 24. Use retargeting as a qualified (and cheap!) testing vehicle.
  25. 25. #3: Expect More from the Data (and from those reporting on it)
  26. 26. Impressions CTR Averages: Optimal: 15 to 20 per person/mo B2B: .15% to .30%Banner saturation: likely 3 months in B2C: .30% to 1.0% CPC & CPM Conversions Know what they work off of View thru: see ad, convert later Know what their dashboard reports Click thru: see ad, click & convert Use both if possible Likely ratio: CT (1:10) http://www.chango.com/blog/measuring-brand-advertising-performance-metrics
  27. 27. Micro manage to your heart’s desire. High (.19) High (.19) Low (.13) Low (.13) Source: adroll.com
  28. 28. #4: Try Search Retargeting (catching them before they find you)
  29. 29. http://www.chango.com/blog/the-7-types-of-effective-retargeting
  30. 30. On-site retargeting
  31. 31. Search retargeting Target users that searched organically for related terms. Target users that visited similar sites to your own. Target users that visited partner sites to yours. Target users that you correspond to in emails.http://www.seomoz.org/blog/leveraging-your-seo-for-search-retargeting
  32. 32. #5: Think Bigger(how else can you target?)
  33. 33. Lets talk takeaways…
  34. 34. Our interactions with site advertising has changed, has your strategy?Use retargeting ads to target the full funnel with sequence retargetingUse retargeting as a branding vehicle – embrace the uniquenessEmbrace the data evolution – demand moreThink bigger – try search retargeting, go beyond traditional funnels
  35. 35. Thank YouJoanna Lord – Director of Acquisition, SEOmoz @joannalord Joanna@seomoz.org

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