Search + Site Retargeting

The “leaky” marketing funnel

Conversion  

Prospec(ng  Leaks     Conversion  Leaks  

Don’t  click  on  your  SEM  ad  Leave  your  site  without  purchasing  

Your  Site  

Advanced site retargeting

   

Inbound  via  Search    

1.  Cookie  the  Leak  

2.  Retarget  

3.  Convert  

Exit  via  Shopping  Cart  

Exit  a?er  browsing  

Download  whitepaper  

Your  Site  

Your  Site  

Conversion  Event  

What is search retargeting?

Convert  Your  Site  

1.  Cookie  the  Leak  

2.  Retarget  

3.  Convert  

Search retargeting – digging deeper

1)  Where  is  data  collected  from?        2)  Where  do  my  ads  appear?          3)  What  are  different  approaches  to  Search  Retarge(ng?  

Search Retargeting Solutions

Next  Genera(on  PlaKorms    

Data  separated  from  Media  

•  Limited  granularity  •  limited  opFmizaFon  •  No  keyword  reports    

•  Keyword  level  opFmizaFon  ++  

•  Keyword  reports    

Integrated  DSP  

Keywords  

Segment  CreaFon  

3rd  party  DSP  

Keywords  

Getting started!

1)  Keywords  •  SEM  list  is  good  start  •  Think  broader    2)  Conversion  Pixel  •  Unless  you  are  just  running  a  CTR  campaign    3)  Crea(ve  •  O?en  overlooked!    •  Dynamic  CreaFve  –  not  at  product  level  

 

www.chango.com/whitepaper

Questions?