I’ll cover what retargeting is, how to segment and sequence retargeting, as well as how you use this as a cheap testing vehicle, a branding campaign, and a bottom-line gain to your returns.
Experience level: Intermediate
Target audience: Merchants/Advertisers
Niche/vertical: Paid Marketing
Joanna Lord, Director of Customer Acquisition & Engagement, SEOmoz (Twitter @joannalord)
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
Advanced Retargeting Tactics
1. Presented by: Joanna Lord Director of Customer Acquisition & Retention SEOmoz.org @joannalord Affiliate Summit - Las Vegas Baby, 2012 Retargeting What the hell is it & how can I make money with it?
2. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Group Freak Out Time... Things Have Changed.
4. So What Does This Mean for Display Advertisers? Affiliate Summit West 2012 | SEOmoz.org | @joannalord
5. Affiliate Summit West 2012 | SEOmoz.org | @joannalord People are frantically consuming information. People are frantically not consuming information. The expectations for our display advertising have changed. Three Things That Hold True.
6. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Display Advertising of Yesteryear: Less Was Expected Acquisition Conversion Retention Generate Traffic & Improve Brand Awareness
7. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Display Advertising of Today: We Expect More Acquisition Conversion Retention Generate Traffic & Improve Brand Awareness Continue to Improve the Quality of that Traffic Sculpt that Brand Awareness
8. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Acquisition Conversion Retention Generate Traffic & Improve Brand Awareness Continue to Improve the Quality of that Traffic Sculpt that Brand Awareness Produce Conversions (Primary & Secondary) Increase Revenue of Each Conversion Display Advertising of Today: We Expect More
9. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Acquisition Conversion Retention Generate Traffic & Improve Brand Awareness Continue to Improve the Quality of that Traffic Sculpt that Brand Awareness Produce Conversions (Primary & Secondary) Increase Revenue of Each Conversion Display Advertising of Today: We Expect More Set Expectations That Will Be Met at This Point Establish Trust Between Consumer & Brand Enable the Consumer to Evolve with the Brand
10. This is where Retargeting comes in. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
11. What is Retargeting? The act of putting your message in front of lost prospects. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
12. What is Retargeting? The act of putting your message in front of lost prospects. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
13. Sounds Cool, Give Me Some Datazzz... “ More that 90% of visitors who browse a retailer ’ s site do not complete a transaction in their visit. ” “ Retargeted consumers are nearly 70% more likely to complete a purchase as compared to non-retargeted consumers. ” “ Retargeted customers spend, on average 50% more than those served with non-retargeted banner ads. ” I ’ m not sure but that all sounds like a triple win. Affiliate Summit West 2012 | SEOmoz.org | @joannalord
14. Okay You Have My Attention, Let ’ s Talk Uses 10 Retargeting Tactics To Try Today Affiliate Summit West 2012 | SEOmoz.org | @joannalord (and hopefully be as successful as this guy)
15. 10. Go After the 90% Affiliate Summit West 2012 | SEOmoz.org | @joannalord
20. The difference between display buys and retargeting buys. These are so boring it hurts my face.
21. It ’ s so pretty and fancy and bling, bling, bling. #buy
22. 8. Test Sequence Retargeting Affiliate Summit West 2012 | SEOmoz.org | @joannalord
23. Tell the story with sequence retargeting Affiliate Summit West 2012 | SEOmoz.org | @joannalord Introducers Influencers Converters
24. 7. Expect More From The Data Affiliate Summit West 2012 | SEOmoz.org | @joannalord #dataheaven
25. Know what to expect, micro manage your way there. Impressions CTR CPC & CPM Conversions Optimal: 15 to 20 per person per month Averages: B2B: .15% to .20% B2C: .30% to 1.0% Know what they work off of Know what their dashboard reports Use both if possible View Thru: see ad, convert later Click thru: see ad, click & convert Likely ratio: CT (1:10) Some good metric stuff to read: http://www.chango.com/blog/measuring-brand-advertising-performance-metrics
26. 6. Raise the Bar on Promotions Affiliate Summit West 2012 | SEOmoz.org | @joannalord Dear Marketer, This is not a promotion. Sincerely, Anyone with common sense
27. Choose your triggers wisely (& sequence them). time sensitive promos. personalized. fluff feathers. action tied.
28. 5. Use Retargeting as a Cheap Testing Vehicle Affiliate Summit West 2012 | SEOmoz.org | @joannalord
41. Optimization Required. Affiliate Summit West 2012 | SEOmoz.org | @joannalord Challenge #3 Banner Ads Audiences Landers Negative Sites Manage Backlash Reporting Up Vendor Management Swapping Out Tests Researching
42. Summary Time (in case you were tweeting that entire time) Affiliate Summit West 2012 | SEOmoz.org | @joannalord The way we consume information has changed, so should our marketing efforts. Retargeting enables us to go after pre-qualified leads with a more tailored message. Get creative, embrace what is quirky, and throw the rule book out for creatives. Customization is key. Customize every piece of the Retargeting pie.
43. Thank You! Questions? I love to talk about this crazy stuff. e: joanna @ seomoz.org t: @joannalord That ’ s all I got.