REMARKABLE RETARGETING

THE BASICS

WHAT IS RETARGETING

• Retargeting is…

• Types of Retargeting

• On-site vs. Off-site• The six (or seven, or eight) “classic” types

WHAT IS RETARGETING

• “6 Types of Retargeting Every Marketer Should Know” (http://bit.ly/P8QO5b)

• Search• Site• SEM/SEO• Email• Contextual• Engagement

WHAT IS RETARGETING

• “The Seven Types of Effective Retargeting” (http://www.chango.com/7types/)

• Search• Site• SEM/SEO• Email• Contextual• Engagement• Social

BENEFITS OF RETARGETING

• Getting back in front of people who know your brand

• OR, getting in front of people who have indicated an interest but don’t know your brand

• Typically a lower CPM than traditional banner campaigns

• Typically a higher CTR than traditional banner campaigns

DRAWBACKS OF RETARGETING

• Notice I wasn’t comparing it to SEO or PPC?

• Users may have been leaving your site for a reason

• Can get creepy, especially when done wrong

• Can be difficult to track/justify

SETTING UP A RETARGETING CAMPAIGN

• Choose retargeting method

• Define content for inclusion & exclusion

• Choose duration to retarget users

• Choose frequency to retarget users

• Design Creative

• Determine Landing Page

• Launch

• Profit …?

DEFINING CONTENT

• Inclusion:

• All Content• Specific Segments/Products• Shopping Cart• Home page vs. internal pages

• Exclusion:

• Lead confirmation page• Order confirmation page• Specific content related to other

segments/campaigns

DURATION

• How long should you retarget?

• May not be immediate• 5-7 days (maybe 10)…• A few weeks…• A few months…

FREQUENCY

• How often should you show an ad to one user?

• Different for different markets/industries• May be determined some by model• Too much = annoying• Too little = campaign failure

DESIGN BEST PRACTICES

• Same design principles as traditional banners

• Simple & Concise

• Match creative to target & content

• User offers to entice click/conversion

• Dynamic ads featuring content visited

LANDING PAGE

• Best page to encourage the next action

• Back to the product they were looking at• On to the next logical product/step in the

conversion process• Landing page specific to drive desired

action

CHOOSING A RETARGETING PARTNER

• Considerations:

• Payment model• Retargeting types• Self-Service vs. Full-Service• Networks• Dynamic ad capabilities• Rich media capabilities• Strategic Planning/Support

CHOOSING A PARTNER

CHOOSING A PARTNER

TRACKING RETARGETING CAMPAIGNS

• 3 for $70 vs. 453 for $19,700

• Last click attribution may not paint the whole picture

• Also look at Post Click Conversions, and Post Impression Conversions

• Create an attribution model that is fair

EASY WAYS TO SCREW UP RETARGETING

• Not excluding some people

• Targeting for too long

• Too high of frequency (or too low)

• Terrible creative

• Attributing too many (or too few) conversions to the channel

SNEAKY (BUT BASIC) RETARGETING TRICKS

• Multiple campaigns with different targets (Home Page vs. Internal Pages vs. Shopping Cart)

• Target customers with upsell or cross sell offers

• Unique landing pages for segmentation• Delayed campaigns based on purchase cycle

• Drive users to social channels for special offers

• Retarget off of partner sites

QUESTIONS?