Is Remarketing a Good second Date For Search
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Transcript of Is Remarketing a Good second Date For Search
Is Remarketing a Good Second Date for Search?
Chris Whitelaw
The challenge
98% of traffic leaves without buying
Users visit 4 competitor sites on average before making a purchase
Users visit your site 5 times on average before converting
Digital Marketing Funnel
Display, search and social drive interest and consideration of brands
This funnel works as a good introduction for a first date
Awareness Consideration Preference Action Loyalty
Conversational
Informational Transactional
Transactional
Social
Natural
Paid
But what happens on the date ?
A bad journey?Got lost on the way?
Didn’t get where you were coming from?
Got distracted?Left early?Got bored?
All classic dating issues. No future…
Getting your client a 2nd date
Retargeting pixels added to key site pages
Serving product specific, product category or brand ‘recall’ ads online – offers work well too!
Heightened relevancy leads to a greater chance of a second date
2...then leaves to browseother websites to do some online research or to carry out day to day online tasks such as e-mailing1
A prospective customer browses a brand site, potentially through a paid or natural search
4One click brings them directly back to the brand site to pick up where they started
3Retargeting partner displays a personalised ad relevant to their initial visit within same user session
Retargeting technology
Many technology vendors in market
Different levels of targeting
Behavioural
Personalised
Dynamic pricing/messaging
Retargeting used through 2010/2011 in line with search activity
CV upload and job application based execution
CPA on both CV and job application 75%+ lower
Retargeting success story
An advertiser needs to have meaningful volume of unique visitors to their site (100k+ unique per month) to have sufficient audience to retarget
around the web.
Understand the success measurement metrics before you launch the campaign. Are you
attributing sales to people that have seen the ad or actually clicked on the ad?
Make sure you attribute sales appropriately (no double counting) to the retargeting versus other
online marketing activity.
Set the right length of time you are going to retarget an individual computer (the cookie
window length). Someone researching a movie does not want to being seeing ads in two
months time when they have already seen the movie.
Understand the balance between being very targeted and very annoying. Don’t stalk your
audience around the web with too many ads too frequently – no one likes a stalker.
Summary
1. Helps to close the sales loop
2. Works well with search marketing
3. Relevant messaging, highly targeted
4. Effective advertising with ROI positivity