Reviving the Dead: Turning “dead” leads into real business The document discusses how remarketing can help convert more leads at a lower cost than new customer acquisition by targeting website visitors who did not convert. Remarketing re-engages past visitors and customers through ad retargeting on websites, search engines, social media, and other platforms. It highlights several remarketing tactics and methods like display remarketing, search remarketing lists, YouTube and social media remarketing that can be used to acquire new customers from website visitors and retain existing customers. Remarketing allows businesses to get more value from their marketing budgets and bring "dead leads back to life".

1. Reviving the Dead: Turning
“dead” leads into real
business
@justinemig

2. HELLO
I am Justin Emig
• I work on the Internet
• Hold 10 digital marketing certifications
• 8 years of digital marketing experience
• Protein Drinking, Carb-o-phobic, Super Nerd
• REALLY fancies marketing and crazy socks.

3. @justinemig#irce16
93% of CMOs are under MORE pressure to deliver ROI – Ad Age
A couple random things about me

4. These lessons also apply to Digital Marketing

6. $60 Million Dollars a year…. but eroding

9. What Will We Cover Today
• The case for remarketing
• What is remarketing?
• Does remarketing even work?
• Types of remarketing
• Remarketing methods and how to deploy
• Social Media Remarketing… Yes.. No presentation
is complete without Social Media… Thanks
Zuckerberg.

10. Warning… Data coming at you

13. 63% of marketers felt that new customer acquisition
is the most important advertising goal
Customer acquisition can cost 7x more than
customer retention
Source: CMO.com

14. Among the top 30 U.S-based retailers by
revenue, 48% have turned over their marketing
leader in the past 12 months, according to a
report by Recruiting Firm Russell Reynolds.
The average tenure of a CMO is 42 months

15. Source: CMO Survey

17. Source: CMO.com

18. We are spending a lot of money on acquisition

19. All of these drive consumers to your website for lead capture
and conversion… BUT

20. 98% of website visitors will not convert on the
first visit - Retargeter

22. Why aren’t they converting?
Convert Abandon
• Long sales cycle
• Showrooming (want to
see other options)
• In research phase and
not ready to convert
• First touch point with
brand and do not trust
you yet enough to
convert.

23. If only I could keep my brand top of mind after they leave my site?

24. Obviously,
Remarketing is the
solution

25. Remarketing can help convert more leads at
a lower cost per acquisition.
Remarketing gets more value out of your budget.

26. What is Remarketing/Retargeting

27. For Example: When people leave your website without buying
anything, remarketing helps you reconnect with them by showing
relevant ads as they browse the web, as they use mobile apps, or
as they search on Google.
Remarketing lets you show ads to people
who've visited your website or used your
mobile app. - Google

29. 8% of website visitors will come back to
your site without remarketing
26% of website visitors will come back to
your site with remarketing
72% of online shoppers will abandon
their shopping cart.
Source: Retargeter

31. Retargeted customers are
More likely to convert
than new customers
4X
Source: Retargeter

32. Without remarketing, it costs you the
same to acquire a previous visitor as
a new visitor
@justinemig

33. Let’s Celebrate. Remarketing can turn your ‘dead’ visitors/
leads into living, active customers.

34. Acquire Retain
Use Remarketing to:

35. Targets people who
have been to your site
before
Using YOUR email
list.
Allows you to find NEW
consumers that look like
people who have been
to your site before
Similar to
consumers in
YOUR email list.
Remarketing Targeting Options

36. Remarketing Lists
These are Lazy…. Do not use these

37. Remarketing Lists

38. Remarketing Targeting Options

40. Remarketing Targeting Options
These are YYYUUUGGEEE

41. Remarketing Options
Display
Remarketing
Remarketing
Lists for
Search Ads
(RLSA)
Remarketing
Lists for
Shopping
Ads (RPLA)
/
Social
Remarketing
/
YouTube
Retargeting
/
Dynamic
Retargeting

42. Your audience is a pool of individuals
Think about:
• What questions are they seeking answers?
• What information would they need?
• What would be the logical next step in their buying journey?
• Are they even a good buying option?
• What could they be interested in and what would interest them in
coming back?

43. Once you understand your audience,
you can effectively target them.
@justinemig

44. Display
Remarketing
What is it?
What benefit could it provide?
Why would you use it?

45. Display
Remarketing
What is it?
What benefit could it provide?
Why would you use it?
• Visual
Reminder
• Increases
consumer
touchpoints and
recall.
• Brand
awareness

46. Display
Remarketing
What is it?
What benefit could it provide?
Why would you use it?
• HUGE Reach
• Brand
awareness
• Low cost per
clicks
• Hand select
websites you
advertise on.
• Targeting

47. Acquire
• Remarket to consumers who visited product
pages and didn’t convert.
• Remarket to consumers who visited thought
leadership pieces and didn’t convert.
• Remarketing to consumers from your other
paid campaigns and didn’t convert
• Remarket to consumers who abandoned
their cart.
• Remarket to previous customers who
haven’t purchased in awhile.
Retain
• Remarket to current customers to show off
your latest thought leadership piece,
research study, etc.
• Remarket to current customers to inform
them of new products, value adds, and
upsell opportunities.
• Remarket to current customers on industry
publications to retain brand awareness.

48. Remarketing
Lists for
Search Ads
What is it?
What benefit could it provide?
Why would you use it?

49. Remarketing
Lists for
Search Ads
What is it?
What benefit could it provide?
Why would you use it?
• Allows you to target high cost per
click keywords while controlling
budget.
• Allows you to get very specific with
ad copy.
• Understand the consumer typing
query MUCH better than standard.
• Hand select keywords you bid on.

50. Remarketing
Lists for
Search Ads
What is it?
What benefit could it provide?
Why would you use it?
• Target high cost keywords at a much
lower cost per click. (~50% reduction)
• Allows you to better control spend on
high trafficked keywords with
semantic iterations.
• Target Competitor keywords
• Allows you to test ad copy iterations
with a controlled group.

51. Example
The Setup:
• B2B Organization with little
Digital commerce
• Selling Industrial Automation.
• Thought leader with
downloadable (gated) assets.
• Wanted to target consumers
that showroomed their
products and then looked for
competitor websites.

52. Example
The Setup:
• B2B Organization selling Services
within high tech space.
• Extremely expensive keywords
with heavily funded competitors.
Budget is 1/16 of competitors.
• Keywords regularly over $200 a
click and with 2% conversion rate
it takes 50 clicks ($10k) to
generate one conversion…. Which
isn’t even a sale.
• RLSA to the rescue.
$50 a click vs. $255 a click

53. Attract them with Long Tail
keywords, RLSA with
short tail keywords
RLSA Rule:
@justinemig

54. Acquire
• Remarket to consumers who visited product
pages and are continuing to shop.
(showroomers)
• Remarket to consumers who visited thought
leadership pieces, were top of funnel and
now are in selection phase.
• Remarketing to consumers who are looking
for your competitor’s keywords/brand.
• Remarket to previous customers who
haven’t purchased in awhile by targeting
branded and non-branded keywords.
Retain
• Remarket to current customers who are
looking for keywords related to your other
product offerings.
• Remarket to current customers who are
looking at your competitor’s new products.

55. YouTube
Remarketing
What is it?
What benefit could it provide?
Why would you use it?

56. YouTube
Remarketing
What is it?
What benefit could it provide?
Why would you use it?
• Allows you to target users on
YouTube who have viewed or
interacted with a video or
channel.
• Allows you to reach
consumers on second largest
search engine.
• Promote your video ads to a
very targeted and curated list.
• Another touchpoint with the
consumer.

57. YouTube
Remarketing
What is it?
What benefit could it provide?
Why would you use it?
• Promote your video
• Target users who viewed your
video on YouTube and try to
get them to buy your product/
service.
• Layer targeting to get even
more granular.

58. Acquire
• Remarket to consumers who watched your
video organically on YouTube.
• Remarket to consumers who saw your video
as an ad on YouTube, while watching
another video.
Retain
• Remarket to current customers who
subscribe to your page to show off your new
video, etc.
• Remarket to your current customers and
show them your new ad to reinforce brand
awareness.

59. Social
Remarketing
What is it?
What benefit could it provide?
Why would you use it?

60. Social
Remarketing
What is it?
What benefit could it provide?
Why would you use it?
• Massive Audience
• Consumers spend
significant time on social
• Passive consumption
medium
• Relatively low price clicks

61. Social
Remarketing
What is it?
What benefit could it provide?
Why would you use it?
• Brand Awareness
• Improve recall
• Very, very good targeting.
FB has best targeting in
game.
• Another Touchpoint

62. • Target consumers who have visited your
site, interacted with your content on
Facebook OR….
• Use your email lists to target existing
customers or those who are dormant.
• Plus LOOKALIKE AUDIENCES!!!
Social Remarketing - Facebook
Perfect for B2C, tough for B2B.. Why??

63. Consumers Use Personal Emails for FB

64. • Target consumers from your own list,
consumers who have visited your
website, or your mobile app.
• Also… LOOKALIKE!!!
• Target users based upon email lists,
phone numbers, Twitter names, and
Twitter user ids.
Social Remarketing - Twitter
Perfect for B2B & B2C.. Why??

65. Consumers Use Personal Emails for TW
B2C = Use Email… B2B No Email

66. However, TW Usernames don’t rely on email

68. • Target consumers from your own list
or consumers who have visited your
website.
• Also… LOOKALIKE!!!
Social Remarketing - Pinterest
Perfect for B2C and Not B2B… Why?

70. Social Remarketing - LinkedIn
LinkedIn Doesn’t Have Remarketing…

71. Acquire Retain
• Remarket to consumers who visited product
pages and didn’t convert.
• Remarket to consumers who visited thought
leadership pieces and didn’t convert.
• Remarketing to consumers from your other
paid campaigns and didn’t convert
• Remarket to consumers who abandoned
their cart.
• Remarket to previous customers who
haven’t purchased in awhile.
• Remarket to current customers to show off
your latest thought leadership piece,
research study, etc.
• Remarket to current customers to inform
them of new products, value adds, and
upsell opportunities.
• Remarket to current customers on industry
publications to retain brand awareness.

72. It’s TIME!!!! For the Takeaways

73. Token Takeaway Slide
• 98% of visitors leave your site without converting… not good….Remarketing can bring
them back!
• Remarketing = Higher ROI than ‘pre-marketing’
• Remarketing should ABSOLUTELY be part of your marketing strategy, even if you do not
embark in any other form of online advertising.
• Remarketing is all in the details and is as granular as you want.
• Remarketing gives you the opportunity to CONTROL the message with each segment of
consumers.
• Remarketing allows you to bring dead leads back to life, at a minimal expense.
• Remarketing allows you to acquire and retain customers and doesn’t require a big budget!

75. Remarketing… Reviving the Dead

76. THANKS!Any questions?
Connect with me:
@justinemig
justin@webtalentmarketing.com