Advanced Retargeting Tactics

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.


A Typical Morning for Me

So What Does This Mean for Display Advertisers?



People are frantically consuming information.

People are frantically not consuming information.

The expectations for our display advertising have changed.

Three Things That Hold True.


Display Advertising of Yesteryear: Less Was Expected

Acquisition

Conversion

Retention

Generate Traffic & Improve Brand Awareness


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


Acquisition

Conversion

Retention



Produce Conversions (Primary & Secondary)Increase Revenue of Each Conversion



Acquisition

Conversion

Retention



Produce Conversions (Primary & Secondary)Increase Revenue of Each Conversion


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.


What is Retargeting?

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


What is Retargeting?

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


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.


Okay You Have My Attention, Let’s Talk Uses

10 Retargeting Tactics To Try Today


(and hopefully be as successful as this guy)

10. Go After the 90%


Optimize for the person not the action.

Optimize for the person not the action.

9. Embrace What is Unique


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



Tell the story with sequence retargeting

Introducers Influencers Converters

7. Expect More From The Data


#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.

http://www.chango.com/blog/measuring-brand-advertising-performance-metrics

6. Raise the Bar on Promotions


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


Test any and every truth you operate under.

4. Get Social


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


Subliminal messaging FTW.



Go beyond on-site retargeting...

2. Drop that cookie like it’s hot


Consider search & partner retargeting.

Where else can you build a relevant audience?

7. Request Feedback1. Think outside the box


Unique audiences?Community building?

Stunning visuals?Recruiting?

Engagement calls?Sensationalism?

Uhmmm that was a lot of s*$t...where do I start?


Start Building Out

Your First Audience

Challenges to Note.


A Tracking Hot Mess.


Challenge #1

Setting Expectations & Handling Haters.


Challenge #2

Optimization Required.


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)


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.

mailto:[email protected]



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Advanced Retargeting Tactics