RLSA: Capturing the Wandering Visitor
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Manny Rivas RLSA: Remarketing List for Search Ads presentation @ HeroConf 2015 in Portland, Oregon.
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RLSA: Capturing the Wandering Visitor
- 1. RLSA: Capturing the Wandering Visitor Manny Rivas VP of Account Management - aimClear
- 2. @mannyrivas
- 5. didn’t convert / micro-conversion visit search evolvingscenario @mannyrivas
- 6. didn’t convert / micro-conversion visit search evolvingscenario • Marketing director • 5+ yrs experience • Company size: 51+ • Industry: Automotive @mannyrivas
- 10. Interests, Affinities, Proclivities, Biases, Predispositions, Religion, Sexuality, Occupation, Education, Workplace, Preferences, Age, Gender, Likings, Age, Predilections, Attractions, Medical Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies, Relationships, Appetites, Weaknesses, Tastes, Inclinations, Corporate Loyalties Whole Customer Targeting: Selling With Psychographics / Targeting @mannyrivas
- 12. Audience Cookie Pools SOCIAL AUDIENCE AND/OR CREATIVE AS RETARGETING METAPHORS @mannyrivas
- 15. obnoxious retargeting alienates potential customers & devalues brand equity @mannyrivas
- 16. profitable & consumer-centric campaigns @mannyrivas
- 18. 18 Funnel Needs To: • Demystify • Serve • Remove Barriers @mannyrivas
- 19. 19
- 21. MASTERING THE MECHANICS mastering mechanics
- 22. Hyper-segmentation requires mad amounts of data @mannyrivas
- 23. Effective retargeting requires balance between volume & specificity @mannyrivas
- 24. Scaling happens at the top of the funnel
- 25. RLSA features will continue to expand @mannyrivas
- 26. behavior (sessions, days since last session, transactions, duration) @mannyrivas
- 31. TRUE VALUE OF A LIST True Channel Level ROAS = __________Revenue_________ (1st Touch Cost + 2nd Touch Cost) @mannyrivas
- 32. TRUE VALUE OF A LIST True Channel Level CPA = (1st Touch Cost + 2nd Touch Cost) Conversions @mannyrivas
- 35. Visited site from Facebook campaign Search: Vertical Specific Hard CTA Ad GDN: Vertical Specific Hard CTA Ad Driven to content Clicked Didn’t Click Didn’t convert Converted Didn’t convert Converted Off list @mannyrivas
- 36. BE MINDFUL OF ALL POSSIBLE USER TOUCH POINTS
- 38. DON’T FORGET: DEMYSTIFY, SERVE & REMOVE BARRIERS
- 39. REMEMBER: DEMYSTIFY, SERVE & REMOVE BARRIERS