Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation
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Everybody uses AdWords but if you limit yourself to just one marketing channel you are setting your company up for failure. Diversity is Stability. Looking outside the "AdWords" remarketing platform there is a lot of opportunity to reach consumers which have already interacted with your brand, and even new ways to reach those who haven't yet entered the "pipeline".
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Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation
- 1. Diversification of Remarketing June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 2. Purchase Retargeting Affiliate Programs, Email Marketing Content Marketing, PPC, SEO, Social Media
- 3. June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 4. June 12, 2013 SMX Advanced Session #21B @BryantGarvin DIVERSITY IS STABILITY
- 5. June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 6. 0% 5% 10% 15% 20% 25% Challenges From Using Other Retargeting Channels June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 9. Serve Dynamic Ad With Product Shown in Ad DYNAMIC RETARGETING June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 10. DYNAMIC RETARGETING June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 11. DYNAMIC RETARGETING June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 14. 1. Consumer “Searches” 2. Visits a Site 3. Sees Ad Related to Search Query SEARCH RETARGETING June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 15. SEARCH RETARGETING June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 16. 0 2000 4000 6000 8000 10000 12000 14000 Google Simpli.fi Chango Bing/Yahoo Bing Yahoo Searches by Channel SEARCH RETARGETING June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 18. SIMILAR AUDIENCES June 12, 2013 SMX Advanced Session #21B @BryantGarvin It’s all about prospecting
- 19. SIMILAR AUDIENCES June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 21. RETARGETING MEETS SOCIAL June 12, 2013 SMX Advanced Session #21B @BryantGarvin Access 25% of all Display Inventory* through FB*comScore 2012 US Digital Future in Focus
- 22. RETARGETING MEETS SOCIAL CTR Up To 20x Higher Facebook Page Post Link Ads June 12, 2013 SMX Advanced Session #21B @BryantGarvin
- 23. RETARGETING MEETS SOCIAL June 12, 2013 SMX Advanced Session #21B @BryantGarvin Title Copy – 25 character limit Description – 90 character limit Message Copy – 500 character limit Image – 200 x 200 pixels Landing URL – Shows Root Domain This is not an actual ad by Danny Sullivan
- 25. WRAP UP Photo Credit: http://cdn.cutestpaw.com/wp-content/uploads/2012/04/l-All-Wrapped-Up.jpg
- 26. Diversify or Die (figuratively speaking) Search Retargeting Similar Audiences Retargeting on Social/FBX WRAP UP June 12, 2013 SMX Advanced Session #21B @BryantGarvin
Editor's Notes
- Every “performance Marketing presentation needs a few things, so I’m gonna get those out of the way so you can tell all your friends how awesome I did. First we need some bull’s eyes and targets, of course some internet logos, FB, Twitter, Bing Ads, GoogleWait where’s Google? Phew there it is.
- Outside forces that can impact success and profitability of a company. Supplier power is more than just product parts, hosting, or ingredients. For us it’s the power our marketing channels suppliers have. Think about the Big G – how much “supplier power”Do they hold in the current search marketplace?
- Those in “paid media”/performance marketing have options. There are other channels besides just the “Big G” – A recent poll we conducted talked about diversifying in retargeting. There was over 41% of respondents said they only use Google remarketing.
- Some of the channels repsondents said they were currently using for retargeting – Adwords had 40% of respondents with Adroll second with 28%
- So biggest challenges, are money either minimum spend caps to high, or not in budgets.Display ad creation – lack of resources – some can actually help with that including FetchBack, MediaForge,and others on traditional display ad creation help as part of the “buy” We’ll touch on a couple other ways that you can overcome thatAll cpm no cpc options. – Criteo does cpc and Simpli.fi allows you to cpc down to the keyword for search retargeting.You need to diversify - So as my good Friend Boromir son of Denethor (you may have seen him in the Lord of The Rings), anyways as he says-
- Feed based, XML, CSV, etc. More and more of our marketing tends to be heading this way with Google Shopping PLAs, etc. Use your IT teams to build out good feeds.
- Feed based, XML, CSV, etc. More and more of our marketing tends to be heading this way with Google Shopping PLAs, etc. Use your IT teams to build out good feeds.
- Tell my story – so why would I throw
- Why do we love search? Because of the intent! It is Intent Based Marketing!
- “segmentation” vs one to oneImportant info to remember in Search Retargeting. – IS it “grouped/segmented data” or actual individual keyword driven data. Think “search ads” vs GDN ads” – Themed or keyword granularityChango and Simpli.fi are only two to my knowledge that actually have keyword level granularity.
- let’s talk pricing really quick. Comparing CPCs from Search on and “off the SERP” CPCs are cheaperTravel -51% Insurance 95% Medical – 97% mesethelioma $80.66 compared to $.78Education – 93%
- This is about figuring out who your target audience is, by tracking conversions and picking out distinct demographic and psychographic qualities. Then taking that info and targeting those consumers who match your “audience profiles”
- This is what Quantcast does exclusively when it comes to retargeting.
- After tagging site you can get some interesting audience data. Looking at this portion of a website you would say it was a woman’s focused product and site. But - for this product over 40% are men. And in comparing overall site statsMales only make up 37% of “visitors” but a whopping 45% of conversions. 8% blegh REALLY? How much could a jump of 8% impact your business? By changing the messaging on targeted landing pages & ads (and using similar audience targeting) you could attract and convert more men. And increase revenue
- Anybody care to guess what I do for a living? And yes I got ALL of these ads at the same time.
- Be social – you have the ability to get viral shares and comments from this. Again this is where it is important to work with content and social teams!How do you do these new ads?
- One very important final note about retargeting and the future of where is is going with all of the data from DSPs and RTB
- Any of you who “know” The Doctor, know depending on when you “bump” into him and which persona he is in you will get a very different person, even though they are all the same person. Retargeting for the keyword “pizza coupon” that somebody search for on a Friday night is going to return much different results 5 minutes later or at 2PM on a Wednesday.