Unleashing the Power of Retargeting
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Transcript of Unleashing the Power of Retargeting
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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 [email protected]
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Joanna LordDirector of Acquisition Marketing
SEOmoz.org
Thank for listening to me ramble.