potent retargeting

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[email protected] | @mikevillar | facebook.com/mikevillar Potent Retargeting marketing Putting together a retargeting strategy that transcends display

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This is my presentation for BLINK on the topic of display retargeting and remarketing beyond display media

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  • 1. [email protected] | @mikevillar | facebook.com/mikevillar Potent Retargetingmarketing Putting together a retargeting strategy that transcends display

2. [email protected] | @mikevillar | facebook.com/mikevillar 3. [email protected] | @mikevillar | facebook.com/mikevillar 4. [email protected] | @mikevillar | facebook.com/mikevillar 5. [email protected] | @mikevillar | facebook.com/mikevillar 6. [email protected] | @mikevillar | facebook.com/mikevillar How display retargeting works 7. [email protected] | @mikevillar | facebook.com/mikevillar The First Banner Ad 8. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar LETS LOOK AT A FEW EXAMPLES 10. [email protected] | @mikevillar | facebook.com/mikevillar 11. [email protected] | @mikevillar | facebook.com/mikevillar 12. [email protected] | @mikevillar | facebook.com/mikevillar 13. [email protected] | @mikevillar | facebook.com/mikevillar 14. [email protected] | @mikevillar | facebook.com/mikevillar 15. [email protected] | @mikevillar | facebook.com/mikevillar 16. [email protected] | @mikevillar | facebook.com/mikevillar 17. [email protected] | @mikevillar | facebook.com/mikevillar 18. [email protected] | @mikevillar | facebook.com/mikevillar 19. [email protected] | @mikevillar | facebook.com/mikevillar 20. [email protected] | @mikevillar | facebook.com/mikevillar Facebook is like a fridge 21. [email protected] | @mikevillar | facebook.com/mikevillar Why would I want to retarget? 22. [email protected] | @mikevillar | facebook.com/mikevillar 23. [email protected] | @mikevillar | facebook.com/mikevillar 24. [email protected] | @mikevillar | facebook.com/mikevillar 25. [email protected] | @mikevillar | facebook.com/mikevillar 26. [email protected] | @mikevillar | facebook.com/mikevillar The purchase consideration funnel When youd want to disrupt 27. [email protected] | @mikevillar | facebook.com/mikevillar Homer needs a replacement bumper He browses your site 28. [email protected] | @mikevillar | facebook.com/mikevillar Homer needs a replacement bumper he browses a competitor site 29. [email protected] | @mikevillar | facebook.com/mikevillar Homer checks out how-to articles on how to replace his cars bumper 30. [email protected] | @mikevillar | facebook.com/mikevillar 31. [email protected] | @mikevillar | facebook.com/mikevillar 32. [email protected] | @mikevillar | facebook.com/mikevillar 33. [email protected] | @mikevillar | facebook.com/mikevillar 34. [email protected] | @mikevillar | facebook.com/mikevillar 35. [email protected] | @mikevillar | facebook.com/mikevillar Going back to how display retargeting works 36. [email protected] | @mikevillar | facebook.com/mikevillar 37. [email protected] | @mikevillar | facebook.com/mikevillar 38. [email protected] | @mikevillar | facebook.com/mikevillar 4.2% 3.8% Global Average Conversion Rate Average Conversion rate for First-Time Visitors 39. [email protected] | @mikevillar | facebook.com/mikevillar 71.5%Average Cart Abandonment Rate 40. [email protected] | @mikevillar | facebook.com/mikevillar 41. [email protected] | @mikevillar | facebook.com/mikevillar 42. [email protected] | @mikevillar | facebook.com/mikevillar 43. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar EFFICACY/INSIGHTS 45. [email protected] | @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. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar A lot of these searches were branded long tail searches Demo site 48. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar 50. [email protected] | @mikevillar | facebook.com/mikevillar 51. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar So why is it that after browsing this 53. [email protected] | @mikevillar | facebook.com/mikevillar I still get served these? 54. [email protected] | @mikevillar | facebook.com/mikevillar Why is it that when I opened this 55. [email protected] | @mikevillar | facebook.com/mikevillar I still see this? 56. [email protected] | @mikevillar | facebook.com/mikevillar Dont write off Email Marketing 57. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar 59. [email protected] | @mikevillar | facebook.com/mikevillar 60. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar 62. [email protected] | @mikevillar | facebook.com/mikevillar 63. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar 65. [email protected] | @mikevillar | facebook.com/mikevillar 66. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar 68. [email protected] | @mikevillar | facebook.com/mikevillar 69. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar 71. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar 73. [email protected] | @mikevillar | facebook.com/mikevillar 74. [email protected] | @mikevillar | facebook.com/mikevillar 75. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar 77. [email protected] | @mikevillar | facebook.com/mikevillar 78. [email protected] | @mikevillar | facebook.com/mikevillar 79. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar 81. [email protected] | @mikevillar | facebook.com/mikevillar Click here 82. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar 84. [email protected] | @mikevillar | facebook.com/mikevillar 85. [email protected] | @mikevillar | facebook.com/mikevillar 86. [email protected] | @mikevillar | facebook.com/mikevillar 87. [email protected] | @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. [email protected] | @mikevillar | facebook.com/mikevillar YOU ARE ONLY LIMITED BY HOW CREATIVE YOU CAN GET WITH USING YOUR DATA. THANK YOU!