Leveraging Retargeting for SEO Success

Joanna Lord, Director of Customer Acquisition, SEOmozOctober, 2011: Mozcation, Barcelona

Hold up, what is retargeting?

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

What is retargeting?

The act of putting your message in front of lost prospects.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

What is retargeting?

The act of putting your message in front of lost prospects.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

“More that 95% of visitors who browse a retailer’s site do not complete a transaction in their visit.”

“Retargeted consumers are nearly 70 percent 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.”

And it works!

So how can you use it?

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

Generate Brand Awareness

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

Brand Evolution

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

Generate Traffic & Improve Brand AwarenessContinue to improve the quality of that traffic

Control that brand awareness & sculpt it

Produce conversions (primary & secondary)Increase average revenue of each conversion

Set expectations that will be met at this point

Establish trust between consumer & brand

Enable the consumer to evolve with the brand

Full Funnel Targeting

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

Introducers Influencers Converters

Drive Conversions

Okay, but we are SEO’s…

How can we leverage retargeting for SEO success?

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

#1 : Break down the silo

SEOs & Paid Marketers can:

Share dataUnderstand attribution better

Utilize each other more effectivelyReport back to each other

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

#2 : Repurpose efforts on head terms

You spend time on competitive keywords:

Repurpose those efforts and build buckets for each to

retarget to.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

#3 : Long tail domination

You get traffic across a number of pages that don’t convert really well for you.

Build different segments and target them differently in retargeting ads.

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

#4 : Test & refine

Q+AJoanna Lord, Director of Customer Acquisition,

SEOmoz

• Twitter: @joannalord

• Email: joanna@seomoz.org

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