Retargeting is a marketing strategy that brings back visitors who have shown interest in a brand or its products, with various types including search, site, email, and social media methods. While it typically offers benefits like lower CPMs and higher CTRs compared to traditional ads, it also presents drawbacks such as user discomfort and tracking difficulties. Setting up a retargeting campaign involves careful planning regarding content, duration, frequency, design, and partner selection to enhance effectiveness and avoid common pitfalls.

1. REMARKABLE
RETARGETING
THE BASICS

2. WHAT IS
RETARGETING
• Retargeting is…
• Types of Retargeting
• On-site vs. Off-site
• The six (or seven, or eight) “classic” types

3. WHAT IS
RETARGETING
• “6 Types of Retargeting Every Marketer
Should Know” (http://bit.ly/P8QO5b)
• Search
• Site
• SEM/SEO
• Email
• Contextual
• Engagement

4. WHAT IS
RETARGETING
• “The Seven Types of Effective
Retargeting” (http://www.chango.com/7types/)
• Search
• Site
• SEM/SEO
• Email
• Contextual
• Engagement
• Social

5. BENEFITS OF RETARGETING
• Getting back in front of people who know
your brand
• OR, getting in front of people who have
indicated an interest but don’t know your
brand
• Typically a lower CPM than traditional
banner campaigns
• Typically a higher CTR than traditional
banner campaigns

6. DRAWBACKS OF
RETARGETING
• Notice I wasn’t comparing it to SEO or
PPC?
• Users may have been leaving your site
for a reason
• Can get creepy, especially when done
wrong
• Can be difficult to track/justify

7. SETTING UP A RETARGETING
CAMPAIGN
• Choose retargeting method
• Define content for inclusion & exclusion
• Choose duration to retarget users
• Choose frequency to retarget users
• Design Creative
• Determine Landing Page
• Launch
• Profit …?

8. DEFINING CONTENT
• Inclusion:
• All Content
• Specific Segments/Products
• Shopping Cart
• Home page vs. internal pages
• Exclusion:
• Lead confirmation page
• Order confirmation page
• Specific content related to other
segments/campaigns

9. DURATION
• How long should you retarget?
• May not be immediate
• 5-7 days (maybe 10)…
• A few weeks…
• A few months…

10. FREQUENCY
• How often should you show an ad to one
user?
• Different for different markets/industries
• May be determined some by model
• Too much = annoying
• Too little = campaign failure

11. DESIGN BEST PRACTICES
• Same design principles as traditional
banners
• Simple & Concise
• Match creative to target & content
• User offers to entice click/conversion
• Dynamic ads featuring content visited

12. LANDING PAGE
• Best page to encourage the next action
• Back to the product they were looking at
• On to the next logical product/step in the
conversion process
• Landing page specific to drive desired
action

13. CHOOSING A RETARGETING
PARTNER
• Considerations:
• Payment model
• Retargeting types
• Self-Service vs. Full-Service
• Networks
• Dynamic ad capabilities
• Rich media capabilities
• Strategic Planning/Support

14. CHOOSING A PARTNER

15. CHOOSING A PARTNER

16. TRACKING RETARGETING
CAMPAIGNS
• 3 for $70 vs. 453 for $19,700
• Last click attribution may not paint the
whole picture
• Also look at Post Click Conversions, and
Post Impression Conversions
• Create an attribution model that is fair

17. EASY WAYS TO SCREW
UP RETARGETING
• Not excluding some people
• Targeting for too long
• Too high of frequency (or too low)
• Terrible creative
• Attributing too many (or too few)
conversions to the channel

18. SNEAKY (BUT BASIC)
RETARGETING TRICKS
• Multiple campaigns with different targets
(Home Page vs. Internal Pages vs. Shopping
Cart)
• Target customers with upsell or cross sell
offers
• Unique landing pages for segmentation
• Delayed campaigns based on purchase
cycle
• Drive users to social channels for special
offers
• Retarget off of partner sites

19. QUESTIONS?