(day / month / year)

Unleashing the Power of Retargeting

Presented by: Joanna LordDirector of Acquisition MarketingSEOmoz.org

(day / month / year)

Unleashing the Power of Online Stalking

Presented by: Joanna LordDirector of Acquisition MarketingSEOmoz.org

What is it?

When you re-market to users who have previously visited your site.

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Where is it?

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Where is it? Everywhere.

Whoa let’s get meta here.

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What makes this different than display buys?

• User is prequalified by past interest/search/visit• You can close users that visited but did not convert (95% of visits)• Retarget users who did convert with similar deals/products• Offer unique coupons & promos specific to this qualified buy• Ability to change brand sentiment post visit• Can be a very effective retention tool, front of mind

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But show me the numbers.

Industry averages:1st month: 5x2nd month: 10x3rd month: 15x

SEOmoz:1st month: 3x2nd month: 8x3rd month: ?x

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Now that I’ve got your attention…

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How do I get me some of that?You have two options.

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Go with Google.(This is called remarketing)

http://www.google.com/ads/innovations/remarketing.html

PROS:utilize in-house resourcesdon’t need to pay out % of spendleverage keyword list use Google’s suggestions & toolsjust a few steps to get up & running

CONS:need someone to manageneed to constantly mine data for suggestionsoperating in a silo/ you as advertiseronly on Google’s Display network(you show where Google needs you to show)

Outsource Retargeting(Ain’t no shame in that)

PROS:outsource managementrun across many networks (google, yahoo, etc.)leverage across account data miningutilize their years of experience in optimizationjust a few steps to get up & runningmotivated by your performance not your budget

CONS:have to pay out % of spendless visibility into the specific data return formulassomewhat on their schedulespend time fining the right partner for this

http://retargeter.com/

No matter which way you go,don’t forget best practices

apply.

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This is its own channel.Must be managed accordingly.

Know your goal.

Target at right point.

Compelling creatives

Relevant landers

Optimize ad spend

Constantly tweak.

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Get them while they are hot.

Target based on your goal & where they are.

** Retargeting is most effective when they see your ad 7 to 10 times in one 30 day period.

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Creatives & Landers(If you are going to stalk, do it intelligently)

Creatives: branded versus CTALanders: branded versus lead capture

Switch out often, constantly test, get crazy.

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Measure & ManageMetrics:

Weekly reportingTwice a month address display site listsMonthly revisit goals for the program, have they changed?

Impressions: special attentionCTR: 0.25 solid, .40 awesomeCTC: Click-through conversions (1/5 of VTC)VTC: View-through conversions (5x CTC)

Manage:

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Who should be doing Remarketing?

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Who should be doing Remarketing?

Anyone who sells anything online.

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Takeaways to…uh…take away.

Attribution matters. More than ever.

It’s a contextual search landscape out there. Get in there.

Every conversion should be your next lead. No really.

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Lets get serious. Resources for further learning.

Retargeting: An Introduction to a New Opportunityhttp://bit.ly/gYxkdC

Retargeter Bloghttp://retargeter.com/blog

Google Remarketinghttp://www.google.com/ads/innovations/remarketing.html

Remarketing: Online's Misunderstood Conversion Toolhttp://bit.ly/cTladN

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www.seomoz.org

Questions? Hit me up, I mean it!joanna@seomoz.org

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Joanna LordDirector of Acquisition Marketing

SEOmoz.org

Thank for listening to me ramble.