Unleashing the Power of Retargeting:

Raising the Bar on Your Display Advertising Efforts

Joanna Lord, Director of Customer Acquisition, SEOmoz

Things have changed…

Things have changed…people are experiencing the web differently.

My morning = information overload

So what does this mean for display advertising?

People are frantically consuming information.

There’s a problem:

There’s a problem:

People are frantically not consuming information.

There’s a problem:

The expectations for our display advertising have changed.

Generate Traffic & Improve Brand Awareness

Display Advertising of Yesteryear: Less Was Expected

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

Control that brand awareness & sculpt it

Display Advertising of Today: We Expect More

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

Display Advertising of Today: We Expect More

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

Display Advertising of Today: We Expect More

That’s where Retargeting comes in

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.

What is Retargeting?

“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.”

Convinced? Okay let’s talk Retargeting.

How Does It Work?

Segment Code

Builds your audience

Usually placed in the footer or header

Likely page candidates:

homepage, landing pages, and other entry

points to your site

Burn Code

Used to “un-pixel” a user after they’ve

completed a defined action.

Likely candidate: “post-transaction”

page/thank you page

Conversion Code

Placed on the “post-transaction” page.

Provides insight into CTR, view through conversions, etc.

5 Ways to Get Started with Retargeting

Oh the good stuff…let’s get

on with it!

#1: Address the Entire Funnel(Catch up, engage them, keep them)

Grow the relationship with Sequence Retargeting.

conversion

conversion

strengthenloyalty

introduce new feature

changeperception

launch a promo

engage sociallyrequest feedback

repeat conversion

Grow the relationship with Sequence Retargeting.

#2: Grow & Strengthen Your Brand(test, manage, expand)

Introducers Influencers Converters

Get creative with your creatives.

Use retargeting as a qualified (and cheap!) testing vehicle.

#3: Expect More from the Data(and from those reporting on it)

Impressions

Optimal: 15 to 20 per person/moBanner saturation: likely 3 months in

CTR

Averages:B2B: .15% to .30%B2C: .30% to 1.0%

CPC & CPM

Know what they work off ofKnow what their dashboard reports

Use both if possible

Conversions

View thru: see ad, convert laterClick thru: see ad, click & convert

Likely ratio: CT (1:10)

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

High (.19)

High (.19)

Low (.13)

Low (.13)

Micro manage to your heart’s desire.

Source: adroll.com

#4: Try Search Retargeting(catching them before they find you)

http://www.chango.com/blog/the-7-types-of-effective-retargeting

On-site retargeting

Search retargeting

Target users that searched organically for related

terms.

Target users that visited similar sites to your own.

Target users that visited partner sites to yours.

Target users that you correspond to in emails.

http://www.seomoz.org/blog/leveraging-your-seo-for-search-retargeting

#5: Think Bigger(how else can you target?)

Lets talk takeaways…

Our interactions with site advertising has changed, has your strategy?

Use retargeting ads to target the full funnel with sequence retargeting

Use retargeting as a branding vehicle – embrace the uniqueness

Embrace the data evolution – demand more

Think bigger – try search retargeting, go beyond traditional funnels

Thank You

Joanna Lord – Director of Acquisition, SEOmoz@joannalord

Joanna@seomoz.org