The document is a presentation by Amit Kumar about retargeting using Google Adwords. It discusses who to retarget, how to set up an Adwords campaign for retargeting including creating retargeting lists and ad creatives. It also touches on bid management, automation, conversion tracking and some observations about retargeting.

1. Retargeting 101
Amit Kumar
Founder & CEO, Lexity

2. Who am I?
• Founder & CEO, Lexity
(Marketing Apps for Ecommerce)
• VP Product, Dapper (acquired by Yahoo!)
(Dynamic, retargeted, offer-based display ads)
• Director Product, Yahoo! Search
(SearchMonkey, Structured data & Next-gen search)
• Director Engineering, Yahoo! Search
(Publisher products - Sitemaps, Site Explorer)
@akumar lexity.com

3. Why this talk?
• Retargeting is excellent
• It used to be a dark art
• It’s more accessible than ever before
• Start with Google Adwords
@akumar lexity.com

4. http://b.akumar.me
@akumar lexity.com

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@akumar lexity.com

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7. Who to retarget
• Everyone?
• ‘Abandoned Carts’
• Job-seekers
• Investors & Partners?
@akumar lexity.com

8. Setting up an AdWords campaign

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15. Creating a Retargeting list

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24. Wait, is this about tracking conversions?

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35. Ad creatives

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37. Bid management

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44. Automation

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46. Ecommerce/Conversion tracking

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56. Some random observations
• Pixel early.
Start gathering visitors you’ll target later
• Keep it simple.
Complicated targeting rules quickly reduce target audience size
(and unlike Facebook, you won’t know by how much)
• Ad creative is important.
Remind, but don’t make your visitors freak out
• Useful for M&A and Partnerships.
You’ll be surprised.
@akumar lexity.com

57. Tip jar
• Please follow me on Twitter
@akumar
Thanks.
@akumar lexity.com