Is Remarketing a Good second Date For Search

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Is Remarketing a Good Second Date for Search? Chris Whitelaw

description

Chris Whitelaw, I Spy, explains how re-targeting your search campaign can help you retain your clients and encourage conversion.

Transcript of Is Remarketing a Good second Date For Search

Page 1: Is Remarketing a Good second Date For Search

Is Remarketing a Good Second Date for Search?

Chris Whitelaw

Page 2: Is Remarketing a Good second Date For Search

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

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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

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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…

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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

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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

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Retargeting technology

Many technology vendors in market

Different levels of targeting

Behavioural

Personalised

Dynamic pricing/messaging

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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

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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.

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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?

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Make sure you attribute sales appropriately (no double counting) to the retargeting versus other

online marketing activity.

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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.

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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.

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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