potent retargeting

• 1. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Potent Retargetingmarketing Putting together a retargeting strategy that transcends display

2. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 3. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 4. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 5. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 6. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar How display retargeting works 7. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar The First Banner Ad 8. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 5% 13% Average percentage of online users time spent searching for something The percentage of people performing a shopping-related query on any given day The problem with search 9. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar LETS LOOK AT A FEW EXAMPLES 10. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 11. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 12. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 13. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 14. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 15. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 16. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 17. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 18. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 19. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 20. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Facebook is like a fridge 21. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Why would I want to retarget? 22. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 23. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 24. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 25. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 26. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar The purchase consideration funnel When youd want to disrupt 27. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Homer needs a replacement bumper He browses your site 28. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Homer needs a replacement bumper he browses a competitor site 29. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Homer checks out how-to articles on how to replace his cars bumper 30. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 31. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 32. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 33. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 34. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 35. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Going back to how display retargeting works 36. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 37. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 38. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 4.2% 3.8% Global Average Conversion Rate Average Conversion rate for First-Time Visitors 39. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 71.5%Average Cart Abandonment Rate 40. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 41. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 42. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 43. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Why in summary Customers have virtually infinite choices online All things being equal, the top of mind brand wins Youve already paid partial acquisition costs for a lot of your customers who dont end up purchasing from you. Close the deal Theres huge opportunity to be had in your customer segment that bounced/didnt end up purchasing (or abandoned their carts) 44. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar EFFICACY/INSIGHTS 45. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Run of Network vs. Retargeted 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% Q1 Q2 Q3 Q4 Full Year Retargeted ads Run of Network 46. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Number of branded searches 0 20000 40000 60000 80000 100000 120000 140000 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Retargeting Without-Retargeting 47. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar A lot of these searches were branded long tail searches Demo site 48. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Units sold by clickstream order 0 50 100 150 200 250 300 350 400 Second Third Fourth Fifth Sixth Seventh 49. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 50. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 51. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers Geographic location Age Gender What vehicle they own Their search queries The last product they bought The last page they visited on your site The time they spent on site The last email campaign they opened The aggregate amount they spent on your business Their browsing history Their preferences The media they played 52. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar So why is it that after browsing this 53. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar I still get served these? 54. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Why is it that when I opened this 55. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar I still see this? 56. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Dont write off Email Marketing 57. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers Geographic location Age Gender What vehicle they own Their search queries The device theyre using The last product they bought The last page they visited on your site The time they spent on site The last email campaign they opened The last email element they clicked The items they added to their carts The last product they browsed The aggregate amount they spent on your business Their browsing history Their preferences The media they played 58. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 59. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 60. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers Geographic location Age Gender What vehicle they own Their search queries The device theyre using The last product they bought The last page they visited on your site The time they spent on site The last email campaign they opened The last email element they clicked The items they added to their carts The last product they browsed The aggregate amount they spent on your business Their browsing history Their preferences The media they played 61. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 62. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 63. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers Geographic location Age Gender What vehicle they own The device theyre using Their search queries The last product they bought The last page they visited on your site The time they spent on site The last email campaign they opened The last email element they clicked The items they added to their carts The last product they browsed The aggregate amount they spent on your business Their browsing history Their preferences The media they played 64. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 65. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 66. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers Geographic location Age Gender What vehicle they own The device theyre using The last product they bought The last page they visited on your site The time they spent on site The last email campaign they opened The last email element they clicked The items they added to their carts The last product they browsed The aggregate amount they spent on your business Their browsing history Their preferences The media they played 67. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 68. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 69. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers Geographic location Age Gender What vehicle they own Their search queries The device theyre using The last product they bought The last page they visited on your site The time they spent on site The last email campaign they opened The last email element they clicked The items they added to their carts The last product they browsed The aggregate amount they spent on your business Their browsing history Their preferences The media they played 70. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 71. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers Geographic location Age Gender What vehicle they own Their search queries The device theyre using The last product they bought The last page they visited on your site The time they spent on site The last email campaign they opened The last email element they clicked The items they added to their carts The last product they browsed The aggregate amount they spent on your business Their browsing history Their preferences The media they played 72. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 73. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 74. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 75. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers Geographic location Age Gender What vehicle they own Their search queries The device theyre using The last product they bought The last page they visited on your site The time they spent on site The last email campaign they opened The last email element they clicked The items they added to their carts The last product they browsed The aggregate amount they spent on your business Their browsing history Their preferences The media they played 76. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 77. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 78. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 79. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers Geographic location Age Gender What vehicle they own Their search queries The device theyre using The last product they bought The last page they visited on your site The time they spent on site The last email campaign they opened The last email element they clicked The items they added to their carts The last product they browsed The aggregate amount they spent on your business Their browsing history Their preferences The media they played 80. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 81. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar Click here 82. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar We know a lot about our customers Geographic location Age Gender What vehicle they own Their search queries The last product they bought The last page they visited on your site The time they spent on site The last email campaign they opened The aggregate amount they spent on your business Their browsing history Their preferences The media they played 83. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 84. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 85. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 86. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar 87. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar There is a lot of data you can overlay with the type of media played Geographic Location -> Upcoming Concerts in users area Demographic info (age) -> age-specific products Genre -> Instruments/new albums Justin Bieber/Nickelback -> Hearing Aids 88. mike.villar@gmail.com | @mikevillar | facebook.com/mikevillar YOU ARE ONLY LIMITED BY HOW CREATIVE YOU CAN GET WITH USING YOUR DATA. THANK YOU!