retargeting presentation search exchange
Post on 01-Nov-2014
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RETARGETING
RIGHT CUSTOMER - RIGHT TIME - RIGHT MESSAGE
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
GARY HENDERSON
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
WHAT IS RETARGETING?
•Serving ads to target individuals who have visited your website
•Goal: Saturate target market with brand message/value proposition
and to remain top-of-mind
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
WHAT IS RETARGETING?
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
98% of site visitors leave websites without converting
The average consumer has 7 interactions with a company before
converting
Retargeting campaigns cost 20% less (on average) than site-targeted
campaigns on a CPM basis
Retargeting CTRs are roughly 2x higher than that of traditional PPC
WHY RETARGETING IS IMPORTANT?
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
•Place a snippet of generated code onto
the page(s) to which you want to drive
traffic
•Each time an individual visits the page, a
cookie will be attached
SETTING UP A RETARGETING CAMPAIGN
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
•Design specific text/display ads for each page/item that you wish to
retarget
•Once a certain number of visitors view the page, retargeting ads are
triggered across the ad network
SETTING UP A RETARGETING CAMPAIGN
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
Pros •No management fees •Can use research from SEO and PPC campaigns •Easy to get started •Familiarity with interface and measurement methods Cons •Ads only display across Google’s network •Requires time and labor to manage and maintain
GOOGLE REMARKETING
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
OUTSIDE VENDORS
Pros
•Ads are displayed across more than just Google’s
network
•Extensive tools and monitoring capabilities
•Experts managing accounts
•Data/results are presented in easy-to-digest format
Cons
•Usually requires management fees and/or percent of ad
spend/return
•Having to find the perfect partner for your business
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
OUTSIDE VENDORS
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
Goals
•Grow customer base •Re-engage previous customers •Specifically target shopping cart abandonment Strategy
•Target customers who abandoned shopping carts (60 days or less) •Used Google Remarketing •Text and display ads promoting coupons and discounts
CASE STUDY: YANKEE CANDLE
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
Results •10% of visitors who abandoned shopping carts returned to the site •10% of those converted •600% higher conversion rate than the account average •CPC less than half of average account CPC •468% increase in ROI
CASE STUDY: YANKEE CANDLE
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
Goals
•Maximize ROI by retargeting customers who searched for
flights but did not convert
Strategy
•Utilized dynamic retargeting to target specific flights/routes
for which visitors were searching
•Marketed area hotels/car rentals to visitors who did convert
CASE STUDY: TRAVELOCITY
CASE STUDY: TRAVELOCITY
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
Results •651% increase in CTR •Cost per Transaction-- 79% decrease •Transaction Volume-- 230% increase •Earnings-- 133% increase
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
GARY HENDERSON
Interactivity Marketing
Gary@InteractivityMarketing.com
www.InteractivityMarketing.com
@GaryLHenderson
@IMDigitalAgency
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