advanced retargeting tactics
DESCRIPTION
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: IntermediateTarget audience: Merchants/AdvertisersNiche/vertical: Paid MarketingJoanna Lord, Director of Customer Acquisition & Engagement, SEOmoz (Twitter @joannalord)TRANSCRIPT
Presented by: Joanna LordDirector of Customer Acquisition & Retention
SEOmoz.org@joannalord
Affiliate Summit - Las Vegas Baby, 2012
RetargetingRetargetingWhat the hell is it & how can I make money with What the hell is it & how can I make money with
it?it?
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Group Freak Out Time...
Things Have Changed.
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
A Typical Morning for Me
So What Does This Mean for Display Advertisers?
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
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.
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Display Advertising of Yesteryear: Less Was Expected
Acquisition
Conversion
Retention
Generate Traffic & Improve Brand Awareness
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Display Advertising of Today: We Expect More
Acquisition
Conversion
Retention
Generate Traffic & Improve Brand AwarenessContinue to Improve the Quality of that Traffic
Sculpt that Brand Awareness
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Acquisition
Conversion
Retention
Generate Traffic & Improve Brand AwarenessContinue 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
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Acquisition
Conversion
Retention
Generate Traffic & Improve Brand AwarenessContinue 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 PointEstablish Trust Between Consumer & Brand
Enable the Consumer to Evolve with the Brand
This is where Retargeting comes in.
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
What is Retargeting?
The act of putting your message in front of lost prospects.
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
What is Retargeting?
The act of putting your message in front of lost prospects.
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
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
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)
10. Go After the 90%
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Optimize for the person not the action.
Optimize for the person not the action.
9. Embrace What is Unique
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Capitalize visually on what makes your brand memorable.
The difference between display buys and retargeting buys.
These are so boring it hurts my face.
It’s so pretty and fancy and bling, bling, bling. #buy
8. Test Sequence Retargeting
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Tell the story with sequence retargeting
Introducers Influencers Converters
7. Expect More From The Data
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
#dataheaven
Impressions CTR
CPC & CPM Conversions
Optimal: 15 to 20 per personper month
Averages:B2B: .15% to .20%B2C: .30% to 1.0%
Know what they work off ofKnow what their dashboard reports
Use both if possible
View Thru: see ad, convert laterClick 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
Know what to expect, micro manage your way there.
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
time sensitive promos. personalized.
Choose your triggers wisely (& sequence them).
fluff feathers.action tied.
5. Use Retargeting as a Cheap Testing Vehicle
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Test any and every truth you operate under.
4. Get Social
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Engaging with strangers is nice. Engaging with qualified leads is better.
PRO Tip:When using social icons in ads make
sure to alter...
3. Combo Brand Plays
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Subliminal messaging FTW.
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Go beyond on-site retargeting...
2. Drop that cookie like it’s hot
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Consider search & partner retargeting.
Where else can you build a relevant audience?
7. Request Feedback1. Think outside the box
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Unique audiences?Community building?
Stunning visuals?Recruiting?
Engagement calls?Sensationalism?
Uhmmm that was a lot of s*$t...where do I start?
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Start Building Out
Your First Audience
Challenges to Note.
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
A Tracking Hot Mess.
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Challenge #1
Setting Expectations & Handling Haters.
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Challenge #2
Optimization Required.
Affiliate Summit West 2012 | SEOmoz.org | @joannalord
Challenge #3
Banner Ads
Audiences
Landers Negative Sites
Manage Backlash
Reporting Up
VendorManagementSwapping Out
Tests
Researching
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.
Thank You!Thank You!
Questions? I love to talk about this crazy stuff.e: [email protected]
t: @joannalord
ThatThat’’s all I got.s all I got.