Online Marketing from the Fringes - DreamForce
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Unleashing the Power of Retargeting: Raising the Bar on Your Display Advertising Efforts Joanna Lord, Director of Customer Acquisition, SEOmoz
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I cover retargeting, display marketing (then and now) and run through the new way to catch leads with compelling display ads. Are you rocking retargeting? This should help.
Transcript of Online Marketing from the Fringes - DreamForce
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
