The document discusses the challenges of converting website traffic into sales, likening it to the difficulties of securing a second date. It emphasizes the importance of retargeting strategies, such as personalized ads and careful measurement of campaign success, to increase conversions and avoid overwhelming users with ads. Ultimately, effective retargeting enhances sales opportunities while maintaining relevancy and user comfort.

1. Is Remarketing a Good Second Date for Search? Chris Whitelaw

2. The challenge98% of traffic leaves without buying Users visit 4 competitor sites on average before making a purchaseUsers visit your site 5 times on average before converting

3. Digital Marketing FunnelAwareness Consideration Preference Action LoyaltyConversationalSocialInformational TransactionalNaturalTransactionalPaidDisplay, search and social drive interest and consideration of brandsThis funnel works as a good introduction for afirstdate

4. But what happens on the date ?A bad journey?Got lost on the way?Didn’t get where you were coming from?Got distracted?Left early?Got bored?All classic dating issues. No future…

5. Getting your client a 2nd dateRetargeting pixels added to key site pagesServing product specific, product category or brand ‘recall’ ads online – offers work well too!Heightened relevancy leads to a greater chance of a second date

6. 21A prospective customer browses a brand site, potentially through a paid or natural search...then leaves to browseother websites to do some online research or to carry out day to day online tasks such as e-mailing43One click brings them directly back to the brand site to pick up where they startedRetargeting partner displays a personalised ad relevant to their initial visit within same user session

7. Retargeting technologyMany technology vendors in marketDifferent levels of targetingBehaviouralPersonalisedDynamic pricing/messaging

8. Retargeting used through 2010/2011 in line with search activityCV upload and job application based executionCPA on both CV and job application 75%+ lowerRetargeting success story

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.

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?

11. Make sure you attribute sales appropriately (no double counting) to the retargeting versus other online marketing activity.

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.

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.

14. SummaryHelps to close the sales loopWorks well with search marketingRelevant messaging, highly targetedEffective advertising with ROI positivity