1. Search Engine Steroids
Remarketing & Rich Snippets
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2. What is Retargeting
• Advertising that
– Follows your website visitors
– Reminds people of your brand
– Keeps your message fresh
– Politely says “Remember Me?”
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3. Why Retargeting
• Users are more likely to click on your ad after they know you
Ad CTR by Day After Site Visit
Chart From Nu Spark Marketing
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4. What is Retargeting
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5. How Retargeting Works
• Cookies
– Dropped on Your Computer
• Google Partners
– Websites Using Adsense
• Targeted Ads appear
– Ads appear to follow you around
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6. How Retargeting Works
• It all Starts with a Cookie
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7. How Retargeting Works
• You Visit a Website that Uses Tracking Cookies
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8. How Retargeting Works
• That Cookie is Saved to Your Computer!
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9. How Retargeting Works
• You visit a website that shows Google ads
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10. How Retargeting Works
• The Google Code On the Partner Site
– Recognizes Your Cookie
– Chooses a Google Ad based on the Cookie
• Since you visited JC Penny’s website
– You will be more likely to click on a JC Penny Ad
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11. How Retargeting Works
• Google Partners with Websites to show Ads
– A program called Adsense
• Websites can place Google Ads on their pages
– Websites get a percentage of the revenue from each click on
the ad
– Example of Sites Using Adsense
• CNN.com
• About.com
• Mashable.com
• TechCrunch.com
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12. Setting Up Retargeting
• What’s Your Plan?
– You’ll need to add code to your website
– You’ll have to wait until your list is over 500
– You’ll need to create a separate list for people
that do convert
• Stalking isn’t cool
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13. Setting Up Retargeting
• Step 1
– Choose a Retargeting Service
• AdRoll
• Google Adwords
• Adextent
• Retargeter
• And more…
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14. Setting Up Retargeting
• Step 2
– Add a new Display Campaign for Retargeting
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15. Setting Up Retargeting
• Step 3
– Create your remarketing List
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16. Setting Up Retargeting
• Step 4
– Place the remarketing code into your web page
• Tips:
– Choose a page other than your home page, or PPC landing
page.
– Create a list for each category in your website
» i.e. Men’s Apparel, Women’s Apparel etc…
– Choose a location where people didn’t convert
» Abandoned shopping cart, non-Complete web forms
etc..
– Select a reasonable time period for targeting
» 30 – 90 Days is ideal
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17. Setting Up Retargeting
• Step 5
– From within your new campaign
• Add a new ad group
• Add some ads to it
– Tip: Start w/ branded ads
– Add your list
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18. Setting Up Retargeting
• Step 6
– Experiment with Different Ads & Lists combos
• Tips
– Keep image ads and text ads in separate groups.
– Keep a separate list for people that convert.
– Use multiple image ads to avoid “banner burnout”.
– Use the Google Display Ad builder to cut down on expenses.
– Bid high initially, then pull back.
– Since the list won’t function until it has 500 or greater visitors, stick
to one list initially
– Think of Retargeting like email marketing
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19. a.k.a. Rich Snippets
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20. Rich Snippets
• Definition
– Rich Snippets are also known as microdata
• Microdata is an HTML5 specification that is used
to label and describe HTML content.
• Describes reviews, personal information, or events
• Basically it’s code you add to your page’s HTML
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21. Rich Snippets
• Microdata
– Consists of basic attributes in HTML tags
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22. Rich Snippets
• Google Uses Rich Snippets to Enhance
their listings
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23. Rich Snippets
Rich Snippets = Pretty Listing
Pretty Listing = More Clicks in Google
More Clicks in Google = Better Rankings
Rich Snippets = Better Rankings
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24. Available Rich Snippets
• Rich Snippet Types
– Navigation Breadcrumbs
– Events
– Music
– Organizations
– People
– Products
– Recipes
– Review ratings
– Reviews
– Software Applications
– Videos
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25. Activity
• Group Exercise
– Get in to Groups
• Choose a client, and identify all Rich Snippet types
that would fit their website.
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26. Get in Touch
• Ben Herman
– Website: http://www.madfishseo.com
– Email: ben@madfishseo.com
– Phone: (503) 935-5222
– Twitter: @ben_herman
– Linked In:
http://www.linkedin.com/in/madfishseo
– Facebook:
https://www.facebook.com/MadFishSEO
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