Is Remarketing a Good second Date For Search


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Chris Whitelaw, I Spy, explains how re-targeting your search campaign can help you retain your clients and encourage conversion.

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Is Remarketing a Good second Date For Search

  1. 1. Is Remarketing a Good Second Date for Search? <br />Chris Whitelaw<br />
  2. 2. The challenge<br />98% of traffic leaves without buying <br />Users visit 4 competitor sites on average before making a purchase<br />Users visit your site 5 times on average before converting<br />
  3. 3. Digital Marketing Funnel<br />Awareness Consideration Preference Action Loyalty<br />Conversational<br />Social<br />Informational Transactional<br />Natural<br />Transactional<br />Paid<br />Display, search and social drive interest and consideration of brands<br />This funnel works as a good introduction for afirstdate<br />
  4. 4. But what happens on the date ?<br />A bad journey?<br />Got lost on the way?<br />Didn’t get where you were coming from?<br />Got distracted?<br />Left early?<br />Got bored?<br />All classic dating issues. <br />No future…<br />
  5. 5. Getting your client a 2nd date<br />Retargeting pixels added to key site pages<br />Serving product specific, product category or brand ‘recall’ ads online – offers work well too!<br />Heightened relevancy leads to a greater chance of a second date<br />
  6. 6. 2<br />1<br />A prospective customer browses a brand site, potentially through a paid or natural search<br />...then leaves to browse<br />other websites to do some online research or to carry out day to day online tasks such as e-mailing<br />4<br />3<br />One click brings them directly back to the brand site to pick up where they started<br />Retargeting partner displays a personalised ad relevant to their initial visit within same user session <br />
  7. 7. Retargeting technology<br />Many technology vendors in market<br />Different levels of targeting<br />Behavioural<br />Personalised<br />Dynamic pricing/messaging<br />
  8. 8. Retargeting used through 2010/2011 in line with search activity<br />CV upload and job application based execution<br />CPA on both CV and job application 75%+ lower<br />Retargeting success story<br />
  9. 9. An advertiser needs to have meaningful volume of unique visitors to their site (100k+ unique per month) to have sufficient audience to retarget around the web.<br />
  10. 10. Understand the success measurement metrics before you launch the campaign. Are you attributing sales to people that have seen the ad or actually clicked on the ad?<br />
  11. 11. Make sure you attribute sales appropriately (no double counting) to the retargeting versus other online marketing activity.<br />
  12. 12. Set the right length of time you are going to retarget an individual computer (the cookie window length). Someone researching a movie does not want to being seeing ads in two months time when they have already seen the movie.<br />
  13. 13. Understand the balance between being very targeted and very annoying. Don’t stalk your audience around the web with too many ads too frequently – no one likes a stalker.<br />
  14. 14. Summary<br />Helps to close the sales loop<br />Works well with search marketing<br />Relevant messaging, highly targeted<br />Effective advertising with ROI positivity<br />