ses 2014 smart remarketing presentation from net media planet
DESCRIPTION
Presentation from SES 2014 on how to develop a top performing Search Remarketing strategyTRANSCRIPT
![Page 1: SES 2014 Smart Remarketing presentation from Net Media Planet](https://reader034.vdocuments.site/reader034/viewer/2022042813/54c0faa74a7959010f8b45e5/html5/thumbnails/1.jpg)
Smart Retargeting
Sri Sharma, Managing Director & Founder
@srisharma @netmediaplanet
![Page 2: SES 2014 Smart Remarketing presentation from Net Media Planet](https://reader034.vdocuments.site/reader034/viewer/2022042813/54c0faa74a7959010f8b45e5/html5/thumbnails/2.jpg)
Leading Search and Display specialist driving a step change in performance
Best Use of Mobile Grand Prix Award Innovation in PPC Best Use of Search
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3
Clients
@srisharma @netmediaplanet
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Retargeting is efficient & effective
@srisharma @netmediaplanet Source: Chango, Digiday Oct2013
227 brand marketeers were asked to describe Retargeting
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Retargeting is set for growth in 2014
@srisharma @netmediaplanet Source: Chango, Digiday Oct2013
227 brand marketeers were asked if their Retargeting budgets would increase in 2014
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More technology choices
Source: Chiefmartec 2014 @srisharma @netmediaplanet
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More sophistication
@srisharma @netmediaplanet
Paid Search Display
Generic PPC
Negative retargeting
Prospecting
Prospect retargeting
RLSAs
Retargeting
Becoming Aware
Researching
In Market
Consumer funnel
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More savvy customers
@srisharma @netmediaplanet
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Audience
![Page 10: SES 2014 Smart Remarketing presentation from Net Media Planet](https://reader034.vdocuments.site/reader034/viewer/2022042813/54c0faa74a7959010f8b45e5/html5/thumbnails/10.jpg)
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On-site behaviour based audience lists
@srisharma @netmediaplanet
Category page visitors
Basket abandoners
Purchasers (60 days)
New visitors
![Page 11: SES 2014 Smart Remarketing presentation from Net Media Planet](https://reader034.vdocuments.site/reader034/viewer/2022042813/54c0faa74a7959010f8b45e5/html5/thumbnails/11.jpg)
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+400% conversion rate
@srisharma @netmediaplanet
Category page visitors
Basket abandoners
Purchasers (60 days)
New visitors
![Page 12: SES 2014 Smart Remarketing presentation from Net Media Planet](https://reader034.vdocuments.site/reader034/viewer/2022042813/54c0faa74a7959010f8b45e5/html5/thumbnails/12.jpg)
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Simplification in Enhanced campaigns
@srisharma @netmediaplanet
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Improve audience definition & targeting
@srisharma @netmediaplanet
Discover converter blueprint
• Demographics
• Psychographics
• Income
• Education
• Location
• Time
• On-site behaviour
• Device and browser
• Consumer lifecycle
Improve audience targeting
• PPC • Demographic targeting
• Geo-targeting
• Day-parting
• Device bid multipliers
• Display • Placement refinement
• 3rd party data targeting
![Page 14: SES 2014 Smart Remarketing presentation from Net Media Planet](https://reader034.vdocuments.site/reader034/viewer/2022042813/54c0faa74a7959010f8b45e5/html5/thumbnails/14.jpg)
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Discover converter qualities
@srisharma @netmediaplanet
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Location based audience lists
@srisharma @netmediaplanet
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16 @srisharma @netmediaplanet
+300% conversion rate
vs
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3rd party data based audience lists
@srisharma @netmediaplanet
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18 @srisharma @netmediaplanet
Converter ‘lookalike’
data segments
Site visitors who didn’t
buy
The target
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Stage of Parenting Customer Lifecycle
Time 2nd - 3rd trimesters Post birth
Val
ue
po
ten
tial
2nd birth
Customer lifecycle based audience lists
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Creative
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Static Flash Dynamic (Product)
x3 x2
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Sequential creative messaging
@srisharma @netmediaplanet
Becoming Aware
Researching
In Market
![Page 23: SES 2014 Smart Remarketing presentation from Net Media Planet](https://reader034.vdocuments.site/reader034/viewer/2022042813/54c0faa74a7959010f8b45e5/html5/thumbnails/23.jpg)
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Real time response to weather
@srisharma @netmediaplanet
• Weather API
• Real time response
• Specific banner serving
![Page 24: SES 2014 Smart Remarketing presentation from Net Media Planet](https://reader034.vdocuments.site/reader034/viewer/2022042813/54c0faa74a7959010f8b45e5/html5/thumbnails/24.jpg)
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Real time response to weather
@srisharma @netmediaplanet
Rain Snow
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Technology
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Lots of providers
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Considerations
@srisharma @netmediaplanet
• Frequency capping control
• Dynamic product ads functionality
• Access to major ad exchanges
• Pretargeting & Retargeting
• Data transparency
• Data privacy
• Integration with Google merchant centre
• Adwords/Analytics Integration
![Page 28: SES 2014 Smart Remarketing presentation from Net Media Planet](https://reader034.vdocuments.site/reader034/viewer/2022042813/54c0faa74a7959010f8b45e5/html5/thumbnails/28.jpg)
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Frequency & Recency Frequency & Recency
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Key considerations
@srisharma @netmediaplanet
• Customer annoyance
• Target ROI
• Stage of consumer funnel
• Device type
• Geographic location
![Page 30: SES 2014 Smart Remarketing presentation from Net Media Planet](https://reader034.vdocuments.site/reader034/viewer/2022042813/54c0faa74a7959010f8b45e5/html5/thumbnails/30.jpg)
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The right frequency
@srisharma @netmediaplanet
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
0 2 4 6 8 10 12 14
CTR
CR
CTR Conversion rate
Frequency
Chart showing CTR and Conversion rate by frequency
Source: Net Media Planet client data
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31 @srisharma @netmediaplanet
Negative remarketing but recognising ‘old’ converters
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Key takeaways
@srisharma @netmediaplanet
• Be smart in how you define & target your audience
• Be creative with creatives
• Consider the merits of technology providers against your specific needs
• Become effective and efficient using frequency & recency
![Page 33: SES 2014 Smart Remarketing presentation from Net Media Planet](https://reader034.vdocuments.site/reader034/viewer/2022042813/54c0faa74a7959010f8b45e5/html5/thumbnails/33.jpg)
Leading Search and Display specialist driving a step change in performance
Best Use of Mobile Grand Prix Award Innovation in PPC Best Use of Search