The document outlines the importance of retargeting in digital marketing, highlighting that a significant percentage of website visitors do not convert and that retargeting can effectively re-engage these visitors. It explains the process of how retargeting works through cookies and suggests a phased approach for implementation, including building a cookie pool, launching campaigns, and optimizing strategies over time. The document also provides budget recommendations for retargeting based on website traffic and encourages marketers to utilize available tools and resources for effective execution.

1. #WinWithRetargeting 1
Win with Retargeting:
Getting Started Right
Presented by Chrissanne Long
CEO, Maximize Digital Media

2. 2
of your current website traffic
is going down
the drain
98%
#WinWithRetargeting

3. 3
Stop letting them go!
#WinWithRetargeting
Remarketing is a smart, cost-
effective solution that will lift
your marketing to new levels.

4. KEEPING UP WITH THE JONESES
4
• 95% of visitors leave without taking
action
• 40% of prospects lose interest in 7 days
• 90% of marketers say remarketing
works better than search, email and
display campaigns.
• 84% of consumers use digital devices
for shopping-related activities
• 75% of consumers were influenced on
social media95% 40% 90% 84% 75%
Consumers Drive the Market
If you don’t understand people, you don’t understand business
– Simon Sinek
#WinWithRetargeting
Source: Deloitte Consulting, LLP

5. HOW RETARGETING WORKS
Prospects visit your
website 24x7x365
Prospect is tagged with
a code called a
“cookie”
Prospects visit other
sites that display ads
Ads give prospects
more time to learn
about your offers
5
Visitors Arrive Codes Tag Visitors Leave You Remarket
#WinWithRetargeting

6. WHY RETARGETING?
If only 2% of website traffic is converting
(sales, leads) - retargeting gives you the
opportunity to capitalize on that traffic you’re
working so hard to get!
Retargeting is online display marketing that
has been successfully and profitably deployed
by businesses of all sizes in a broad range of
verticals.
Recent trends show retargeting to be the
leading technique for bringing non-converting
visitors back to your site to complete a
specific measurable goal.
6
Face it – Traffic isn’t enough.
#WinWithRetargeting

7. THE BACKBONE OF RETARGETING IS THE
INTERNET BROWSER “COOKIE.” WHEN
RETARGETING IS DEPLOYED ON YOUR SITE, EACH
OF YOUR VISITORS RECEIVES A UNIQUE COOKIE
THAT TRACKS THEIR BEHAVIOR ON YOUR SITE.
7#WinWithRetargeting

8. HOW RETARGETING WORKS
1. A user visits ffea.com/convention
2. User is added to a cookie pool for 2015
Convention Attendees.
1. While browsing the web, user sees FFEA
Convention 2015 ad campaign on Facebook as
well as branded display ads on other top
websites.
2. Upon clicking any of the ads from the campaign,
the user is directed back to a simple form,
registration offer, or other measurable landing
page.
8
EXAMPLE:
ffea.com/convention
Tracking begins
Targeted ads appear
Visitor converts
#WinWithRetargeting

9. DON’T FORGET: IT’S ABOUT THEM
9
I am so tired of this
stupid ad!
Why am I still seeing
this ad – I bought
this already!
I am not THAT
old yet!
This product is
for women!
#WinWithRetargeting

10. 10
IT WORKS WHEN YOU PAY ATTENTION
TO THE TARGET:
Your Audience
#WinWithRetargeting

11. BEFORE YOU BEGIN: INTERNAL QUESTIONS
11
Who is your target
and how are you
targeting them?
Create a persona for
each segment.
How much traffic do
you currently have
and where is it
coming from?
What variables
should we test –
Interests? Ad Image?
Ad Copy? Our Offer?
Which metrics are
most important
based on the client
and the offer?
What should we be
addressing to
improve the
campaign each
month?
Targeting Traffic Testing Tracking Tuning
#WinWithRetargeting

12. QUESTIONS TO GET YOU STARTED
How many buyers and
prospect emails do you
have in your database?
How many monthly
visitors come to your
website on average?
What is the annual
value of a new
customer?
What is your core
offer? How frequently
does it change?
12
01 03
02 04
Your Database Your Traffic Your Customer Your Product
#WinWithRetargeting

13. QUESTIONS TO GET YOU STARTED
How well-equipped is
your team to handle 10
new leads per month?
20? 30? 100?
What are you willing to
pay to acquire a new
customer?
If you were able to
recapture 20-30% of
lost opportunities,
how would it affect
your business’s bottom
line?
What do you need to
get started? What is
holding you back?
13
05 07
06 08
Your team Your Budget Your Goals Your Readiness
#WinWithRetargeting

14. RETARGETING TIMELINE
14
Phase 1 Phase 3 Phase 5
Phase 2 Phase 4
30 days
30-45 days
30-60 days
Ongoing
Ongoing
#WinWithRetargeting

15. PHASE 1: BUILDING THE “COOKIE POOL”
15
Tracking code begins tracking visitors
and deposting cookies on their
browsers. During this phase, the goal is
to build the cookie pool of potential
customers.
Phase 1
30 days
#WinWithRetargeting

16. PHASE 2: BROAD RETARGETING
16
Phase 2
30-45 days
Accumulate at least a few thousand
visitors in the cookie pool. Then,
launch a broadly targeted retargeting
campaign designed to entice visitors
back to your site. The initial campaign
provides the baseline metrics needed
to identify specific segments for more
precise messaging.
#WinWithRetargeting

17. PHASE 3: SEGMENTED RETARGETING
17
Phase 3
30-60 days
With baseline metrics established,
create messaging designed to target
specific segments of the audience.
Common segments include visitors
who abandoned the shopping cart, or
visitors who spent time on a specific
landing page, but did not convert.
#WinWithRetargeting

18. PHASE 4: OPTIMIZATION
18
Phase 4
Ongoing
There is no set it and forget it
advertsising strategy. Optimization is
an ongoing aspect of digital
advertising. Updating creatives,
acknowledging trends in traffic and
adjusting the strategy to take these
changes into consideration is a
requirement for successful retargeting.
#WinWithRetargeting

19. PHASE 5: SCALING
19
Phase 5
Ongoing
Once results are stabilized,
performance trends become obvious,
based on the data collected. Adding
new campaigns for different offers, and
segments of your audience provide
additional ongoing opportunities.
#WinWithRetargeting

20. RECOMMENDED BUDGET
20
Weekly Unique Visitors Recommended Weekly Ad Spend
1,000 – 5,000 $50 - $200
5,000 – 10,000 $200 - $375
10,000 – 25,000 $375 - $750
25,000 – 50,000 $750 - $1,500
50,000 – 100,000 $1,500 - $3,000
Advertising spend for retargeting is primarily determined by the
volume of site traffic. This is our recommended weekly budget
for a typical retargeting campaign.
#WinWithRetargeting

21. READY TO START RETARGETING?
21
We recommend using FACEBOOK’S robust
advertising platform to begin retargeting.
#WinWithRetargeting

22. 22
Resource1
AdEspresso.com
Resource2
JonLoomer.com
Resource4
PerfectAudience.com
Resource5
AdRoll.com
Getting started is just a matter of
becoming familiar with some of the tools
and resources available for marketers.
Don’t wait until you have it all figured
out! Because no matter how good you get
at retargeting….
You’ll always be testing!
Places to get help…
Resource3
Retargeter.com
#WinWithRetargeting
TOOLS AND RESOURCES

23. MAXIMIZE CAN HELP YOU GET STARTED!
At Maximize, we believe at the core of
every business transaction a relationship
exists. And it starts with creating
marketing strategies people will love!
Call 863-606-5994 to schedule a
consultation. Or send me an email:
chrissanne@maximizedigitalmedia.com
23
Ready? Set? Let’s GO! #WinWithRetargeting
#WinWithRetargeting

24. Stay Connected!
facebook.com/Maxi
mizeDigital
@MaximizeDigital
@ChrissanneLong
linkedin.com/in/chri
ssannelong
plus.google.com/+maxim
izedigitalmedia1
24
Facebook Twitter LinkedIn Google
#WinWithRetargeting

25. #WinWithRetargeting 25
Thank You!