@JohnWEllis #pcn12creep

Target Marketing: Brilliant or Creepy?

John W. Ellis@johnwellis

@JohnWEllis #pcn12creep

(re)Target (re)Marketing:

Brilliant or Creepy?John W. Ellis@johnwellis

@JohnWEllis #pcn12creep

1. Headlines

2. Google’s Role

3. How it works

4. Pieces of the Google Remarketing Puzzle

5. Remarketing Usage

6. Tips for being less creepy

Agenda

@JohnWEllis #pcn12creep

How Companies Learn Your Secrets

@JohnWEllis #pcn12creep

About a year after Pole created his pregnancy-prediction model, a man walked into a Target outside Minneapolis and demanded to see the manager. He was clutching coupons that had been sent to his daughter, and he was angry. 'My daughter got this in the mail!' he said. 'She's still in high school, and you're sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?' The manager apologized and then called a few days later to apologize again but the father was somewhat abashed. 'It turns out there's been some activities in my house I haven't been completely aware of. She's due in August. I owe you an apology.'"

Baby? What Baby?

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Pregnancy Predication Score

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• Have Children? Toy Catalogs in December

• Disney World Vacation Discounts for next year

• Bathing Suits in April Sunscreen in July

• Abandoned Online Shopping Carts Emailed Coupon

Codes

It’s not new… just more noticeable

@JohnWEllis #pcn12creep

@JohnWEllis #pcn12creep

Example Walk-Through

Why Remarketing Works

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Cowboy Ron

Ron likes:

Horses

RopesBoots

YanniRodeo

Why Remarketing Works

@JohnWEllis #pcn12creep

Why Remarketing Works

@JohnWEllis #pcn12creep

Who has tickets?

Why Remarketing Works

@JohnWEllis #pcn12creep

Nice Site!

Why Remarketing Works

@JohnWEllis #pcn12creep

Where should I sit?

Why Remarketing Works

@JohnWEllis #pcn12creep

@JohnWEllis #pcn12creep

Distractions

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You lost another sale?

@JohnWEllis #pcn12creep

Cowboy Ron

Ron likes:

Horses

RopesBoots

YanniRodeo

Why Remarketing Works

@JohnWEllis #pcn12creep

@JohnWEllis #pcn12creep

Love YANNI? – Save 20% on ticketsWith Coupon Code “boots”

@JohnWEllis #pcn12creep

Connection

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Pieces of the Remarketing Puzzle

Create Audience

Create Campaign

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3 Remarketing Usages

Practical ways to apply AdWords Remarketing

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3 Remarketing Usages

1. Visit

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3 Remarketing Usages

2. Mid-Process

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3 Remarketing Usages

3. Post Sale

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Mainstream Media Concerns

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Source: http://www.nytimes.com/2010/08/30/technology/30adstalk.html

"...it’s a little creepy" “...disturbing...”

"...hounded recently by ads for a dieting service she had used online. ‘They are still following me around, and it makes me feel fat.’ ”

“What is the benefit of freaking customers out?”

Mainstream Media Concerns

@JohnWEllis #pcn12creep

Remarketing Tips

1. Multiple Ad Variations

@JohnWEllis #pcn12creep

Remarketing Tips

2. Frequency Capping

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Remarketing Tips

3. Start Building an Audience Now

1. Email Marketing

2. Surveys

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Remarketing Tips

4. Use Facebook

1. Gender Targeted Ads to Landing Pages

2. Remarketing Code on Static HTML iFrame

@JohnWEllis #pcn12creep

Create Audience

Create Campaign

1. Visit / 2. Mid-Process / 3. Post Sale

Summary

@JohnWEllis #pcn12creep

See you at the PCN After Party!

John W. Ellis