Retargeting is widely used, but are you using it correctly? Check out my presentation to get ideas of what lists to build, how to use them, and my retargeting commandments.

1. Retargeting Strategies for
Search & Display
Michelle Morgan | @michellemsem
Director of Client Services | Clix Marketing

2. Michelle Morgan
Director of Client Services at Clix Marketing
• PPC Pro for 6+ Years
• Australian Shepherd owner

3. Today’s Agenda
We Have 4 Main Areas of Focus:
• How We Build Lists
• What Lists to Build
• Leveraging Those Lists
• Retargeting’s Influence

4. How We Build Lists
Retargeting Strategies | @ michellemsem

5. Audience Creation Method
Cookie Based Lists Custom Audience
Uploads

6. Audience Creation Method
Why Leverage Both
• Cookies can be cleared.
• Tracking hiccups.
• Cookie windows.
• Unconventional customers.

7. What Lists to Build
Retargeting Strategies | @michellemsem

8. What Audiences to Build
Who Should You
Retarget?
• All retargeting decisions should be
dependent on the client/company.
• Not all companies should retarget the
same groups of people.
• Should be done by answering a series of
questions.

9. What Audiences to Build
What is Important to Your Business?
• What actions are desired on your site?
• What are your conversion actions?
• How long would someone need to stay on your site to understand your product?
• Are there pages that indicate a greater chance or purchase?
• Are there multiple stages to your purchase cycle?
• How long is your sales cycle?
• What constitutes a large purchase?
• Do you have repeat customers or is your offer a one time thing?
• Do you need to target people within certain timing windows?
• How engaged is an average customer on your site?
• Who are your target personas?

10. What Audiences to Build
Not All Audiences Should Target Desirables
• What actions are undesirable on your site?
• Who are your visitors that haven’t converted?
• How short of a visit is too short?
• Are there pages that indicate a lower propensity to purchase?
• What constitutes a small purchase?
• Did this person return the product?
• How long until you determine someone is no longer interested?
• What constitutes a poor visit to your site?
• Who are your people outside of your target personas?

11. What Audiences to Build
Some Brief Examples

12. Using the Lists
Retargeting Strategies | @michellemsem

13. Remarketing with Search
Retargeting Strategies | @michellemsem

14. RLSA
Campaign Strategy:
Bid Modifiers
Separate Campaigns

15. RLSA
Campaign Strategy: Pros & Cons
• Bid Modifiers
• Slimmer account profile
• Lower control over everything
• Data blended with net new users
• Leverages all the same keywords
• Better for lower volume accounts
• Separate Campaigns
• Bulkier account
• More control over all aspects
• Data is segmented by list
• Can deviate in keyword strategy
• Better for higher volume accounts

16. Reaching Farther w/ New Keywords
Have Further Reach with Prequalified Users
• Utilize keywords that might be outside of your normal keyword strategy but can
work for someone already familiar with you.
• These can be anything from competitor names, to substitute products, to top of
funnel keywords.
• Stay top of mind on relevant searches to ensure this potential customer
understands your full range.

17. Reaching Farther with DSA
Expand Beyond Your Current Keyword Lists
• Similar to expanding your keyword set
• Use to reengage folks with an relevant portion of your site.
• BONUS: I’ll be speaking on DSA at 2 if you need some new ideas.

18. Audience Prioritization
Retargeting Strategies | @michellemsem

19. Query Mapping for Audiences
What is Prioritization?
• Ensuring higher priority
audiences are given priority
over others.
• Can be customized for any
account strategy.
Why You Should Prioritize
• Message Match.
• Audience Analysis.
• Management/Optimization.
• Frequency Control.

20. CUSTOMERS PRICING PAGE
WHITEPAPER
DOWNLOAD
EMAIL LIST
UPLOAD
B2B SaaS Offering Running Facebook Campaigns
Referral
Program
Competitive
Pricing
Request
A Demo
Brand
Message
Audience Shaping

21. CUSTOMERS
PRICING
PAGE
WHITEPAPER EMAIL LIST
Referral
Program
Competitive
Pricing
Request
A Demo
Brand
Message
Audience Shaping

22. CUSTOMERS
PRICING
PAGE
WHITEPAPER
EMAIL
LIST
Referral
Program
Request
A Demo
Competitive
Pricing
Brand
Message
Audience Shaping

23. Audience Shaping
• Prioritize Audience
• Exclude Down the Hierarchy
Audience Layering:

24. CUSTOMERS WHITEPAPER PRICING PAGE EMAIL LIST
LOWEST PRIORITYHIGHEST PRIORITY
Audience Shaping

25. CUSTOMERS WHITEPAPER
PRICING
PAGE
EMAIL LIST
Audience Shaping

26. CUSTOMERS WHITEPAPER PRICING PAGE EMAIL LIST
Referral
Program
Request
A Demo
Competitive
Pricing
Brand
Message
Audience Shaping

27. Exclusion Lists for Campaigns:
Audience Shaping
• Customers: • Whitepaper:
• Customers
• Pricing Page:
• Customers
• Whitepaper
• Email List:
• Customers
• Whitepaper
• Pricing Page

28. Query Mapping for Audiences
Other Uses
• Timing Sequences
• Upselling
• Sales Funnel Flow

29. Cross Channel Targeting
Retargeting Strategies | @michellemsem

30. Leveraging Other Channels
All Channels Have Their Strengths
Search Intent Personal Info Work Info

31. Leveraging Other Channels
Leverage Social Targets Across
Platforms
• Demographics
• Income Levels
• Company Targets (ABM)
• Job Titles
• Frequent Travelers
• Getting Married Soon
• Home Owners
• Military Veterans

32. Leveraging Other Channels
Making It Happen
• Be particular with UTMs.
• Make clear audience assignments.
• Be consistent across channels.

33. Leveraging Other Channels
Example: ABM Audience Targeting

34. Retargeting’s Influence
Retargeting Strategies | @michellemsem

35. Audience Insights
Finding Patterns:
• Using Google, Facebook, and
LinkedIn.

36. Negative Audience Target Audience
What Audiences to Build
Finding Patterns:
• Create Positive Audiences
• Create Negatives Audiences
• Review Insights
• Compare Differences

37. Retargeting
Commandments
Retargeting Strategies | @michellemsem

38. Retargeting Commandments
Build the Lists and They Will Come

39. Retargeting Commandments
Be Consistent with Naming Conventions

40. Retargeting Commandments
Don’t Bombard People

41. Retargeting Commandments
Don’t Spoil Surprises

42. Retargeting Commandments
Don’t Tell Secrets

43. Retargeting Commandments
Don’t Send Mixed Messages

44. Questions?
Michelle Morgan | @michellemsem
Director of Client Services | Clix Marketing

45. THANK YOU!
Michelle Morgan | @michellemsem
Director of Client Services | Clix Marketing