The document discusses audience targeting and retargeting strategies for real estate publishers. It explains that audience targeting uses banner ads to acquire new customers by targeting ads based on demographics and user profiles. Retargeting aims to remind past visitors to return by showing them promotional ads. These strategies can help clients influence customers and cut through online advertising noise. They will impact publishers' marketing and sales teams by creating brand awareness and driving traffic. However, search engine optimization is still important for long-term online visibility.

1. Connecting Canadians with Real Estate.
P R E S E N T A T I O N
Summer Learning Sessions

2. Phones On Vibrate

3. We produce and manage more real estate editorial
and listing content than any other
Canadian Real Estate Publisher.
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4. 25 years of Real Estate focus
Allow us to deliver hyper-local knowledge and
competitive intelligence on your market.
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5. Recap
Mixed media specialists – print, digital, mobile
One

6. 1. Recap
2. What is Audience Targeting and Retargeting about?
3. What does it mean for our clients?
4. What does it mean for us?
5. Q&A
In A Nut Shell…

7. Recap: What Is SEO About?One
SEO is like word of mouth combined with being in every directory:
 How can we get more people to talk about us, and make it easy for them
to find us?

8. Recap: What Is PPC About?One
 Auction based digital
advertising.
 Most commonly found in
Search Engine Results
Pages (SERPs).
 Only charged for clicks, not
impressions.
 High Intent – can be very
targeted.

9. RecapOne
 Both SEO and PPC are useful for when people are
either you, or your product.
 Allows you to get above the noise.
 But how do you INFLUENCE people to look for
you?
 Or help them REMEMBER you after they’ve left?

10. One Recap: Topics
1. Search Engine
Optimization
2. Pay Per Click
3. Targeting and
Retargeting
4. User Experience
5. Measurement
1. Word of Mouth +
Directories
2. Ad Buy
3. Demographics
4. Product Placement
Optimization
5. Store Level
Analytics

11. What Is Audience Targeting and Retargeting?Two

12. What Is Audience Targeting About?Two
If I show you these words:
 What comes to mind?
 What do you think it does?
 How do you think it might
work?
Audience Targeting

13. What Is Retargeting About?Two
If I show you this word:
 What comes to mind?
 What do you think it does?
 How do you think it might
work?
Retargeting

14. What Is Audience Targeting and Retargeting?Two
 These two strategies work primarily
with Banner Advertising.
 Most websites in the beginning were
text heavy.
 An image or banner on a page made
a big difference.

15. What Is Audience Targeting and Retargeting?Two

16. What Is Audience Targeting and Retargeting?Two

17. What Is Audience Targeting and Retargeting?Two
 Banner ads had pretty basic
targeting options at the start, and
were growing in popularity.
 But some advertisers started to
abuse these ads, and people
become skeptical of whatever the
ad promised.

18. What Is Audience Targeting and Retargeting?Two
 However, over time,
technology improved.
 A complex series of
companies and distribution
networks arose to help
improve display advertising.
 This is just a sample.. It
keeps getting bigger and
better.

19. What Is Audience Targeting and Retargeting?Two
Geo Targeting
Language (eg: English, Chinese)
Country
City (eg: Toronto, Markham, Calgary)
Date & Time Targeting
Day of the Week (Monday - Sunday)
Time of Day (eg: 09:00 - 17:00)
Maximum Impressions/Click Targeting
Hourly, Daily or Monthly raw impressions/clicks
Total raw impressions/clicks
Visitor Targeting
Frequency Capping (eg: maximum 10
impressions/hour)
Time Capping (eg: only show this ad to the same
visitor once per hour)
Visitor Web Browser (eg: Chrome, Internet
Explorer,)
Visitor Operating System or Platform
Other Targeting
Keyword/Contextual Targeting by Demographic or
User Profile Targeting
Competitive and Companion Positioning
*source
Now we have all these options to refine our audience (possibly more
in the future)

20. What Is Audience Targeting and Retargeting?Two
 So Audience Targeting is an acquisition
method – a way to get new customers.
 The best option however, is to talk to your own
visitors!
 Because they either came looking for you
specifically.
 Or they stumbled on to you somehow.
 The least you could do is leave them with a
brochure and remind them to come back.
Retargeting can
help?

21. What Is Audience Targeting and Retargeting?Two

22. What Is Audience Targeting and Retargeting?Two

23. What Does This Mean For Clients?Three

24. What Does This Mean For Clients?Three
 We can help them cut through the
noise of online advertising.
 Use our industry knowledge and
expertise to refine their message and
their audience.
 We use these tools to INFLUENCE
decisions.
 So that when a customer eventually
makes a choice, hopefully they’re
considering our client versus their
competitor.

25. What Does This Mean For Clients?Three
 Audience Targeting ads
have inviting messages.
 Retargeting ads preferably
create a sense of urgency
and can be promotional
based to invite the potential
customer back.
Audience Targeting Retargeting

26. What Does This Mean For Us?Four

27. What Does This Mean For Us?Four
 The teams that this will have
the most impact on is
Marketing and Sales.
 Using audience targeting to
create brand awareness, and
also drive traffic to our brand
and customer websites

28. What Does This Mean For Us?Four
 And generating awareness
for apps, and driving app
installs, leads.
 And if something new comes
up, we can reach out to our
previous visitors via
Retargeting ads

29. What Does This Mean For Us?Four
 BUT, these tools are
influencers. People’s
behaviour is still to search
online.
 Piece of a digital puzzle.
 That’s why we also have to
focus on SEO to ensure we
maintain long term visibility

30. Image Sources
Women Shaking Hands
Word Of Mouth
Yellow Pages
Google SERP
Puzzle Pieces
Brand Awareness
Mad Men Cast
Cut Through Noise
Idea Bubble
Display Lumascape
No Popups
Pop Up Ads
Mobile Banner Ad
Banner Sizes
Single Banner Ad
First Banner Ad
Know your Audience
Retargeting

31. Q & A