Don't miss Frost's All in the Family presentation at this year's SMX East in NYC. Learn more about retargeting and how it plays well with others.

1. Cousins to Paid Search: RTB Display, Retargeting,Contextual,All in the family Frost Prioleau CEO, Simplifi SMX East 2011 Thursday, September 15, 2011

2. landscape

3. Display: Transformed by RTB/DSPs Ready Access to Massive Volume Now at 400Bn impressions/month 1000 impressions/user/month New Levels of Control/Efficiency Bid on one impression at a time Increased efficiency/Less waste Total Transparency Delivery and performance by keyword, domain, ad position, etc Data drives optimization Simplicity DSPs bring single access point for Millions of domains Dozens of data providers Multiple targeting techniques Chart source: Pubmatic 3 RTB Growthis Unprecedented % of Non-Guaranteed Ad Spend (via RTB) *$5B+

4. For an investor…display is very complicated. 4

5. For an advertiser, it’s simple. 5

6. so what? 6

7. Why Search Marketers Should Care 7

8. More reasons… Target competitors terms Target expensive terms inexpensively e.g. “auto insurance”, “mesothelioma”, etc. Drive more branded search Drive more direct navigation Become less dependent on companies that serve free sushi for lunch whose names start with “G” Also get more reach for retargeting and contextual It’s easy. 8

9. options 9

10. Display Options Where should a Search Marketer start? Different display techniques Different parts of the funnel Different benefits. Many other display options not covered here: IP Range targeting 3rd Party Data targeting Site/Whitelist targeting Social targeting 10 Contextual Targeting Search Retargeting Longer Regency/Upper Funnel Terms Search RetargetingShort Regency/Low Funnel Terms Site Retargeting

11. Site Retargeting Target users who have already visited the advertisers sites Pros: Highly effective, good ROI Cons: No prospecting for new clients. Limited reach. Key Insight: Recommended for all advertisers. Often one of the most effective types of display. Demand transparency. 11 Contextual Targeting Search Retargeting Longer Regency/Upper Funnel Terms Search RetargetingShort Regency/Low Funnel Terms Site Retargeting

12. Contextual Targeting Search Retargeting AWARENESS:Broad/Category Terms RESEARCH & COMPARISONProduct/Broad Terms BUYING: Long-tail/Specific Product Terms Site Retargeting Search Retargeting Target users based on their search history. Pros: Just like search. CPM or CPC bids. Keyword level bidding, reporting, and optimization. Variable recency (down to instant), instant on/change. Cons: Like search, some keywords have limited inventory. Key Insights: Direct extension of search Target competitor terms and category terms. Especially good for advertisers in verticals with high CPCs. 12

13. Contextual Targeting Target ads based on the content of the page where the ad is being shown Pros: Often provides lots of inventory at competitive CPMs. Cons: CTRs can be lower, but often offset by lower CPMs. Key Insights: Excellent compliment to site and search retargeting. 13 Contextual Targeting Search Retargeting Longer Regency/Upper Funnel Terms Search RetargetingShort Regency/Low Funnel Terms Site Retargeting

14. Expanding the Audience Look-Alikes Profile your audience…then target users like them. Social, Behavioral, etc.. “Search-Alikes” Profile your converters…then target users with similar search profiles. Expand search terms that are working. Contextual expansion. Run a retargeting or search campaign, and analyze what contexts are working…then build campaigns around those contexts. 14

15. making it work for you

16. Best Practices…. Start broad…don’t overtarget Let the data talk. Work multiple parts of the funnel. Creatives/landing pages/verticals perform differently Allocate enough budget to allow for optimization Optimize, optimize, optimize. Automatic or manual. Do simple attribution (at least) Build a practice around it. 16

17. Search Retargeting: Results 17

18. Frost Prioleaufrost@simpli.fiM – 817-271-7346