the right way to remarket: converting your online audience to sales
DESCRIPTION
It’s a fact - the vast majority of visitors to your website don’t immediately covert to sales. But, these first time visitors are often only a few steps away from becoming loyal, paying customers. How can you make sure that this prime audience doesn’t forget about your product? In this webinar, hosted by Executive Vice President Francis Skipper, we’ll discuss how remarketing enables you to increase your online conversions by helping close the deal with customers who were not ready to make a purchase the first time around. Attendees will learn: What remarketing is and how it works Why to remarket Remarketing etiquette – the right way to remarket Remarketing in action – client case studiesTRANSCRIPT
The Right Way to Remarket
Francis SkipperEVP of Digital Marketing
617-259-1605
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
National Public Relations, Social Media, and Search Marketing Agency Founded in 2004
Headquartered in Boston and representing Los Angeles, New York, San Diego, and Las Vegas
Recognized as a 2011, 2012, 2013an award recognizing the fastest growing private companies headquartered in Massachusetts
About 451 Marketing
75%* of site visitors leave without buying on their first visit
http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/
Right Person, Right Time, Right Message
• What is Remarketing?
• Remarketing: The Right Way
• Q&A aka “Francis, what about ... ?”
Agenda
Types of Remarketing
2. Google places a “cookie” in user’s browser showing they visited your site
What is Remarketing?
5. User clicks on ad and returns to your website
1. User visits your website but does not convert
4. Cookie triggers ad
3. User leaves your site and navigates through other sites in Google Display Network
When You Don’t Remarket
Your Website
Other Sites
Retargeted consumers are nearly 70% more likely to complete a purchase and spend on average 50% more than as compared to non-retargeted consumers.
http://www.sempdx.org/blog/business/searchfest-2012-display-and-remarketing-wjoanna-lord-and-adam-berke/
Benefits of Remarketing
More relevancy more leads
Coverage (of Google display network)
Message evolution
Huge Reach & Relevancy
Choose your Environment
Discover your Enthusiasts
Land your Prospects Remarketing
Interest Category Marketing
Placement Targeting
Keyword Contextual Targeting
Audience ScopeStrategy
2. Target Specific Audiences
The Right Way
1. Target Specific Audiences
Which needs more convincing to convert?
Prioritizing High Cost Items
Target by Demographic
65+
55 - 64
45 - 54
35 - 44
25 - 34
18 - 24
2. Target Specific Audience
The Right Way
2. Manage Expectations
Assist
Assist
View Through Conversions
SHOES
Cool shoesOrganic Search
Banner AD
SHOES
Conversion
Conversion Journey
Top Conversion Path Report
Who Gets the Credit?
Organic Search
PPC AdDisplay Ad
Conversion
Facebook Ad
Direct Search
PPC Ad
Facebook Ad
Direct Search
Display Ad
PPC Ad
Direct Search
Who Gets the Credit?
All Industries
Retail
EDU
3. Control the Creepy
The Right Way
Puppy Chow, Anyone?
Carpet bomb
WHEN BUDGETS DON’T MATTER. OR SALES. OR CUSTOMER SATSIFACTION.
The Right Way: Examples
Cap Member Duration
Cap Frequency
5-7
The Appropriate Message
Cool Shoes
I could really use those
shoes for that wedding
I should shop around
first
Aww shucks – I want em. I’m buying
them
What’s Possible Beyond Google
• Opportunity to remarket to people further down the funnel
• Sophisticated remarketing• Incentivizing people down the conversion path
Facebook Exchange
Facebook Exchange
Questions?
The Right Way to Remarket