Quick presentation on Display Advertising, best practices in banner creation, and using Retargeting technology for better conversion rates & brand awareness.

1. ReTargeting
Webinar w/ Arjun Dev Arora

2. Half the money I spend on advertising is
wasted; the trouble is I don’t know which
half.
-John Wanamaker
1838-1922

3. Modern Marketing Funnels
Mix of SEO/SEM, Public Relations, Social Media, Display Advertising, Blogging, Viral,
Email Marketing, Conferences
After all this, the average bounce rate for most sites is still a staggering 98%

4. Optimizing Marketing Spend
• SEO
 Marketing budgets are shrinking • SEM
• Display
= need more innovation! Generating Interest • Email
• Social
• PR
 Top of funnel campaigns are
important but can be optimized Capturing Interest
• ReTargeter
• Email
 ReTargeting is the missing piece
in the middle and will soon help
Sale
solve the post sale problem
 Increase awareness and drive Post
• ReTargeter
Sale
sales by showing up everywhere • Social Media
your clients surf

5. ReTargeter: How It Works
 Place a few lines of code on your site – this code drops a cookie on
the users computer
 We read the cookie in real time across our network and show an ad
if we find that cookie
 No personally identifiable data is stored or recorded

6. Visitor Arrives At Your Site
I think
Hooked on
Phonics
would be
great for my
kid …

7. Visitor Hits A Specific Tab
Oh this is
great and
well priced …
but I have to
go

8. Visitor Heads To A Different Site Later
Next Day:
Just surfing
the web ….

9. Visitor Continues To Surf And Sees Ad
Surfing away
on the web
…
Oh yea! I was
just reading Click Here for Great
about this. Deals!
Cool! *click*

10. Visitor Recognizes Ad And Clicks Back
Wow! Glad I
saw this ad!
Let me buy
this for my
kid…

11. Benefits: Why ReTargeter?
• Brand Awareness: Everyone will know you!
• Convert Lost Traffic to Completed Sales
• Test Test Test – Measure reactions to your
messages
• Maintain Relationships – keep your customers
engaged

12. Tracking: It’s all about ROI.
• We can track click and view thru conversions
– See what ads inspire action from your customers
• Customer Profile: K9Cuisine.com
– We saw some interesting results for the sales
ReTargeter helped generate:
• <10% of the sales were directly from clicks on the ads
• ~40% of the sales happened <48 hours after someone saw
an ad
• The remainder of the sales were generated by someone who
had seen an ad more than 48 hours ago

13. Optimization: Pacing & Ads
• Account Manager: A dedicated account manager
will track your account and optimize it
• Pacing: We can limit the impressions to as low as
2 impressions per user per day
• Pacing: We can limit the total number of
impressions per day
• Ad Optimization: We will find the ads that perform
poorly and help improve them

14. Creating Ads That Perform
• We accept five standard IAB sizes
• Creativity & specific calls to action help
determine clicks & overall campaign success
• Multiple iterations help keep messaging fresh &
keep customers engaged
– It also helps to optimize your ads: only show what
works

15. Best Practices for Banner Ads
#1: Keep It Simple! – Have one simple message and a clear and powerful image
#2: Buttons Increase CTR – A succinct call to action within a button is ideal
#3: Honesty Is The Best Policy – Make your value proposition clear and honest
#4: Give It Away – Hold a promotion or have a contest, give away free products
#5: Beauty Sells – Shameless but true, a picture of an attractive person increases CTR
#6: Be BOLD – Use a powerful headline: get people to think / react & then click
#7: No White Backgrounds – They blend in with the page & don’t allow your ad to pop
#8: Stay Relevant! – Have ads that are relevant to current events or important new
trends
#9: Iterate! – Keep trying new ideas & ads until you find one that works for your users
#10: Ratios are Golden – 2/3 vs. 1/3 for the two colors you use in the ad

16. Examples of great ads
No animations longer
than 15 seconds
Accepted
Advertising
Sizes:
300x250
120x600
160x600 White banners
Audio: on user click 728x90 must have a
only! 425x600 border

17. Thank you!
Questions?

18. Testimonials and Case Studies
• HomeGain --
HomeGain, a pioneer in helping people find real estate agents online,
ReTargeted people that visited their “Find A Realtor” section. These folks
arrived via SEO, SEM, WOM, blogs, twitter, but did not complete the online
form. ReTargeter found these same individuals across the web (including
real estate sites like Yahoo! Real Estate and Realtor.com) and presented
them with ads that encouraged them to return and complete the sign up
process. This solution increased ROI and brand awareness for HomeGain.
• ChesterFrench --
ChesterFrench, an up-and-coming rock band, recently sent out an email
campaign to thousands of their fans – pre-launch of their upcoming album –
and cookied those users as they came to the site. When the album
launched, we switched on our ReTargeter solution and those thousands of
fans (and others) saw ads for ChesterFrench across the web.
ChesterFrench reached #11 on iTunes and has received rave reviews.

19. Testimonials and Case Studies
• LOGIK --
LOGIK, a pioneer in eDiscovery (the processes of finding meaning and
specific info from a mountain of data for legal purposes), ReTargeted people
that visited their site. LOGIK launched a great new website and
incorporated ReTargeter into their new marketing blitz. The ReTargeter
campaign generated so much buzz, brand awareness and brand credibility
for LOGIK that they jokingly said they should be paying a lot more for our
service!
• StickerJunkie --
StickerJunkie, a sticker company started by a well known entrepreneur,
recently launched ReTargeter as a stand alone marketing test. What they
noticed was truly awesome, not only was there an overall increase in brand
awareness and conversions directly from the banners, there was also a
general increase in conversions across the site. The most interesting result
was an increase in high dollar value orders. These customers were taking
longer to decide on the purchase and were also visiting competitors sites.
These folks eventually decided to purchase with StickerJunkie as they saw
the sticker ads everywhere.