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SEARCH RETARGETING:
     EXTENDING SEARCH MARKETING


        Mike Ryan              Jeff Campbell
          Lowe’s             Resolution Media
Director, Online Marketing   Managing Director
mike.j.ryan-1@lowes.com       @cjeffcampbell
LOWE’S

• 8th Largest Retailer in the U.S.
• $50.2 billion in Sales for Fiscal 2011
  • 70% e-commerce growth
  • #47 on IR Top 500
• Ranked No. 54 on FORTUNE 500 list
• 1,745+ Stores
• 15 million Customers Each Week
• 234,000 Employees
• Recognized industry leader since 2003
• Extensive marketing channel integration experience
• 700+ global employees; 170 in North America with offices
  in NY, Chicago, LA, San Francisco, Charlotte and Toronto
• Top 2 in search spend globally
• Proprietary Resolution process + best-of-breed technology
• Experts in leveraging online digital behavior
COMPARING THE NETWORK PROVIDERS


  Provider:
  Search Data     Yahoo           Receives data from        Collects data directly    Collects data from
                                  referral URL’s            from the search bars      Tier 2 engines,
                                                            on data providers' site   Publishers and 3rd
                                                            (Tier 2 engines, CSEs &   party data providers
                                                            e-commerce sites)


  DSP             Yes             Yes                       Outsources                Yes


  Keyword-level   No              Yes                       Yes, just released        Yes
  Reporting

  International   Yes             Canada and UK Only        Canada and UK Only        Yes
  Targeting

  Pricing         Effective CPM   Dynamic CPM;              Effective CPM or CPC      Effective CPM or CPC
                                  Adsafe included

  Self-Serve UI   No              Yes, enterprise clients   No                        Yes
                                  only
CASE STUDY: LOWE’S
WHY SEARCH RETARGETING


Search marketing is considered      Strength
by advertisers to be the most       of Intent
effective media channel for
reaching consumers who exhibit             Visitor on your site

“intent”                                   Site retargeting

                                           SEM – ‘branded terms’
 Challenges:
 • High PPC prices                         SEM – ‘non-brand terms’

 • Scalability issues / Maxed out           Search retargeting
 • Limited to text ads                     Behavioral targeting

                                           Contextual targeting
Advertisers want to reach                  Demographic
“intent” consumers using search
                                           Other
data across other digital
channels
CONSIDERATIONS



  • Search or display

  • KPI’s and expectations

  • Target KW’s/audience

  • Ad exposure/networks
TEST OVERVIEW


                •   Goal: Determine the value and role of SRT
                    in the portfolio
                •   Approach: Test 3 providers simultaneously
                     •   Chango, Simpli.fi, and Magnetic

                •   Flight: Spring/Summer

                •   Targeting:
                     •   National (U.S.)

                     •   Generic terms and brand terms

                •   Creative: 3 sets of standard IAB sizes:
                    300x250, 728x90, 160x600
EXCEEDING EXPECTATIONS

 • ROI beat expectations by 260%
 • Outperformed paid search in
   terms of ROI (including post
   impression activity)
 • 98% of orders came from post-
   impression activity
 • Mimicked paid search campaign seasonality
 • Day-parting, negative keywords, frequency caps, and
   contextual site matching were key to improved performance
KEYWORD INSIGHTS


                   • Optimizations focused on higher
                     order value keywords and
                     pausing low-performing terms
                   • General product terms drove
                     22% of total orders for the
                     campaign
                   • Almost 60% of total orders came
                     from top-20 impression
                     keywords
                   • 10% of orders came from long
                     tail terms
SITE INSIGHTS

                • Optimizations based on site
                  performance helped to drive
                  significant impression gains
                • Keywords referencing specific
                  web sites were added
                • Site optimizations are a
                  challenge as various
                  exchanges keep their sites
                  private
                • Doubleverify and AdSafe help
                  protect brand integrity
AD EXPOSURE



  Where will my ads be showing?
  •   Target specific users, not sites
  •   White lists
  •   Black lists
  •   DoubleVerify or adsafe – programs that
      prevent an ad from showing on sites with
      content you have deemed inappropriate
BEST PRACTICES
6 BEST PRACTICES

1.   Networks vary in scale and performance

2.   Review keyword and site data

3.   Utilize historic seasonality trends for planning

4.   Optimize… Optimize… Optimize…

5.   Partner with Search Retargeting Providers

6.   Performance varies by campaign and time of year
THANKS/QUESTIONS…
        Mike Ryan             Jeff Campbell
          Lowe’s             Resolution Media
Director, Online Marketing   Managing Director
                              @cjeffcampbell

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Search Retargeting: Expanding Paid Search

  • 1. SEARCH RETARGETING: EXTENDING SEARCH MARKETING Mike Ryan Jeff Campbell Lowe’s Resolution Media Director, Online Marketing Managing Director mike.j.ryan-1@lowes.com @cjeffcampbell
  • 2. LOWE’S • 8th Largest Retailer in the U.S. • $50.2 billion in Sales for Fiscal 2011 • 70% e-commerce growth • #47 on IR Top 500 • Ranked No. 54 on FORTUNE 500 list • 1,745+ Stores • 15 million Customers Each Week • 234,000 Employees
  • 3. • Recognized industry leader since 2003 • Extensive marketing channel integration experience • 700+ global employees; 170 in North America with offices in NY, Chicago, LA, San Francisco, Charlotte and Toronto • Top 2 in search spend globally • Proprietary Resolution process + best-of-breed technology • Experts in leveraging online digital behavior
  • 4. COMPARING THE NETWORK PROVIDERS Provider: Search Data Yahoo Receives data from Collects data directly Collects data from referral URL’s from the search bars Tier 2 engines, on data providers' site Publishers and 3rd (Tier 2 engines, CSEs & party data providers e-commerce sites) DSP Yes Yes Outsources Yes Keyword-level No Yes Yes, just released Yes Reporting International Yes Canada and UK Only Canada and UK Only Yes Targeting Pricing Effective CPM Dynamic CPM; Effective CPM or CPC Effective CPM or CPC Adsafe included Self-Serve UI No Yes, enterprise clients No Yes only
  • 6. WHY SEARCH RETARGETING Search marketing is considered Strength by advertisers to be the most of Intent effective media channel for reaching consumers who exhibit Visitor on your site “intent” Site retargeting SEM – ‘branded terms’ Challenges: • High PPC prices SEM – ‘non-brand terms’ • Scalability issues / Maxed out Search retargeting • Limited to text ads Behavioral targeting Contextual targeting Advertisers want to reach Demographic “intent” consumers using search Other data across other digital channels
  • 7. CONSIDERATIONS • Search or display • KPI’s and expectations • Target KW’s/audience • Ad exposure/networks
  • 8. TEST OVERVIEW • Goal: Determine the value and role of SRT in the portfolio • Approach: Test 3 providers simultaneously • Chango, Simpli.fi, and Magnetic • Flight: Spring/Summer • Targeting: • National (U.S.) • Generic terms and brand terms • Creative: 3 sets of standard IAB sizes: 300x250, 728x90, 160x600
  • 9. EXCEEDING EXPECTATIONS • ROI beat expectations by 260% • Outperformed paid search in terms of ROI (including post impression activity) • 98% of orders came from post- impression activity • Mimicked paid search campaign seasonality • Day-parting, negative keywords, frequency caps, and contextual site matching were key to improved performance
  • 10. KEYWORD INSIGHTS • Optimizations focused on higher order value keywords and pausing low-performing terms • General product terms drove 22% of total orders for the campaign • Almost 60% of total orders came from top-20 impression keywords • 10% of orders came from long tail terms
  • 11. SITE INSIGHTS • Optimizations based on site performance helped to drive significant impression gains • Keywords referencing specific web sites were added • Site optimizations are a challenge as various exchanges keep their sites private • Doubleverify and AdSafe help protect brand integrity
  • 12. AD EXPOSURE Where will my ads be showing? • Target specific users, not sites • White lists • Black lists • DoubleVerify or adsafe – programs that prevent an ad from showing on sites with content you have deemed inappropriate
  • 14. 6 BEST PRACTICES 1. Networks vary in scale and performance 2. Review keyword and site data 3. Utilize historic seasonality trends for planning 4. Optimize… Optimize… Optimize… 5. Partner with Search Retargeting Providers 6. Performance varies by campaign and time of year
  • 15. THANKS/QUESTIONS… Mike Ryan Jeff Campbell Lowe’s Resolution Media Director, Online Marketing Managing Director @cjeffcampbell

Editor's Notes

  1. It’s Both, But It’s More Like SearchIN AN AGENCY THE ISSUES. IN A COMPANY THE ISSUESSearch and Search Retargeting both begin with consumer intent – a keyword searchAs search marketers, we’re used to dealing with millions of keywords each dayAbility to assign specific creative against each segment of keywords (e.g. ad groups) for optimal performance; using both contextual and display adsNo limit in number of keywords or segments of keywordsControl over ad placementAbility to understand DR metrics & balance with other programsBeing proactive with data to make decisions (removal of keywords, sites, etc.)Working through the creative process is new to Search Marketing and Search AgenciesWriting a creative briefUnderstanding timelines from request to delivery of assetsSuggest running promotions for longer periods of time (at least 7 days, preferably more)Setting expectations with client based upon timelines aboveAd Serving TrainingDFA – training neededOperative & Platform LogisticsKenshoo – the relationship with Chango has not been solidified
  2. Networks vary in scale and performanceMagnetic drove the greatest DR performance based on revenue/ROAS but was least transparentSimpli.fi had the greatest reach based upon impression volumeChango saw the highest Interaction rate based upon CTR* Based on 2010 FP&A total sales multipliers resulting from O2S testing** View-through revenue is discounted by 50%
  3. Double Verify/Adsafe – fill out a survey that outlines inappropriate content. DV or AS crawls the site before an ad is served and determines if that content is on the page and then blocks it. With DV you receive reports outlining what was blocked and why on a weekly basis.
  4. Managing Partner Search Retargeting CompaniesNetworks should be monitored very closely—keywords, ads, landing pages all need to be thoroughly QA’d on a weekly basisTimingBegin retargeting campaigns a week or two before peak sales or promotional periods to QA and make initial adjustments to sites and keywords