Is Retargeting Right for You?

Chango / @chango Dax Hamman / @daxhamman

London | 20–24 Feb, 2012 | #seslondon

Yes.

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

But...

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

Don’t...

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

London | 20–24 Feb, 2012 | #seslondon

If my mum...

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

(“You shalt thou count to seven, no more, no less. Seven shall be the number thou shalt count, and the number of the counting shall be seven. Eight shalt thou not count, neither count thou six, excepting that thou then proceed to seven. Ten is right out.” – Monty Python)

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

London | 20–24 Feb, 2012 | #seslondon

Another view of the world London | 20–24 Feb, 2012 | #seslondon

The 7 effective types of Retargeting High Resolution Image : chango.com/blog/7typesofretargeting

Search retargeting: The leaky SEM funnel

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

Which cork, which leak?

SearchRT: Top of funnel prospecting SearchRT: Brand and competitor terms targeting SearchRT: Supplement SEM head terms SiteRT: Keep communication open from site visit SearchRT: Be present during the research phase Search RT: Message to a consumer about to convert SiteRT: Win back visitors who have abandoned

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

The right tool for the job

Search retargeting is effective because it targets only those individuals who are searching for your terms. Treats every search event as an individual – do not bucket our keywords back into segments. In a recent retail case study the following data illustrates the need to bid on each keyword uniquely – just like search. (chango.com/blog)

The importance of granularity

Phrase CTR

Clothes shop 0.87%

Clothes shopping 0.25%

Shoes 0.11%

Shoes mens 0.16%

Mens shoes 0.21%

Optimize your campaign to the keyword level, and report back in this way too.

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

@daxhamman / @chango

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

The PSA report

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

SEM

Display

Order ID

Order ID 1. T

rack

2.

Mea

sure

SEM = $4,000

Display = $5,000

SEM and display = $1,000

Overlap = $1k / $10k = 10%

London | 20–24 Feb, 2012 | #seslondon

@daxhamman / @chango

London | 20–24 Feb, 2012 | #seslondon

“Thank you!”

Find us: @chango / Daxthink.com / @daxhamman

Retargeting Exposed: Not Another Whitepaper About Retargeting! http://www.chango.com/whitepaper/not-another-white-paper-on-retargeting Or email dax@chango.com for a copy