Advanced Retargeting TipsIncluding Facebook Exchange and Custom Audiences

Justin VanningPerformance Marketing Strategist

@justinvanning

State of Search Conference – Dallas – 11/12/2012

Retargeting – what is it?

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User visits your site

Web user leaves and visits other websites where they see your ads

Ads bring the user back to your site

Everybody’s doing it

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It’s getting harder to stand out

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We need to innovate to stay ahead of our competition

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Let’s look at 5 tips that can help take your retargeting campaign to the next level!

1. Start with targeted segmenting on your site

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Homepage

Product Tour

Plans & Pricing

Cart (conversion page)

Segment users in highly targeted buckets

2. Expand your audience

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How else can you build your audience?

Partner sites Search Retargeting

Targeted Facebook Ads

Email campaigns

3. Create beautiful, inspired ads

@justinvanningEmotion

Passion

Humor

Interactivity

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4. Sequencing is your friend

Brand Introducers – subtlebrand impression

Influencers – use yourvalue props

Converters – closethe decision process, offer,price, urgency, promo

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5. Facebook Exchange – a game changer?

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What is Facebook Exchange?

Facebook now allows advertisers to show FB adsto users who they’ve captured in their site’s retargeting audience.

Must run through FBX partners: AdRoll, ApNexus, DataXu, MediaMath, Tellapart, TheTradeDesk, Triggit, Turn, Kenshoo, Nanigans, Optimal, RocketFuel,Xaxis, X+1

How does it perform?

Lower CTR’s than site-retargeting

Higher click-through conversion rates – more than double the rate of site-retargeting

What we’ve seen at SEOmoz…

Lower CPA’s – 5 times lower than site-retargeting

Those results are pretty good, right?

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Ok, I’m sold, now what?

Combine your Facebook Advertising best practices

With your retargeting best practices

Here’s some quick tips

Facebook is an ADD nightmare

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Grab my attention

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Remember your segmenting

If I made it to your cart page, I’m probably ready to be soldto. Make the ad relevant.

Bring me back to the cart page

Keep testing – image, ad copy, landing page

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6. Bonus Tip: Facebook Custom Audiences

Facebook now lets you upload an email list, phone list, or FB user ID list to create your own custom audience

Your customer list Facebook targeting

A marketer’s dream!

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Ok, I’m excited…but how do I set it up and what should I use it for?

FB Custom Audience setup

http://mz.cm/SDc3fl

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You can only set it up through FB power editor

Choose the custom audience tab and select “create audience”

Upload your email, phone or FB ID file

For more specifics, check out this blog post:

Drive FB Likes

You have a list of current/past customers, serve them ads to like yourbrand page.

Drive sales

Serve targeted ads to current/past customers or prospective customers to get themto buy again, or buy for the first time.

Drive secondary conversions

Newsletter signups Webinar signups

Whitepaper, guide downloads

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That’s all I got

To summarize…

The retargeting channel is maturing, you gotta keep testing and innovating in order to keep up with your competitors

Try out the new offerings from FB: Facebook Exchange and Custom Audiences

Thanks for listening!If you have questions, feel free to email me: justin@seomoz.org

@justinvanning