<< by on September 15th, 2011
It is time for my 2nd session, and 2nd breakfast, at the final day of SMX East 2011. The presentation is titled Remarketing & Retargeting: The New Behavioral Ads (#SMX #32D). Speakers Dax Hamman, William Leake, Bibi Mukherjee, and Alan Osetek will be covering the importance of remarketing and retargeting, as well as the best practices involved.
Chris Sukornyk –Founder and CEO of Chango Inc.
What is Retargeting/Remarketing?
- It is a display technique for engaging someone based on a very specific action they have taken online sometime in the past.
Why use it?
- Convert existing customers by targeting on-site actions
- Find new customers by targeting off-site actions
Retargeting for search allows you to take information about what users are trying to find on your site and make their next search more customized to what they are trying to find.
Retarget based on what people are doing on your site. Use their actions to see what they have already done in order to help push them into completing the action you want them to complete.
This is based on how people find your site. You can retarget based on what they did to find you.
Why would you retarget for people who are already on your e-mail list? Sorry to tell you, but not everyone opens your e-mails, even if they are subscribed. You can use retargeting to help increase these open rates.
One example of this is retargeting based on what people share from your site. Not only can you target the person who shared, but their friends as well.
Ultimately you want everyone who searches for you off-site to click your ad and visit your site. Unfortunately there are a lot of factors that may prevent this. A few of these factors include competition and the fact that not all users are ready to convert.
- Keywords are cheaper, you can b id on things you could not afford with normal search marketing
- Keyword Freshness
- Modify your keywords
- Dynamic Ads
- You can dramatically increase your “lift” by using dynamic keyword insertion, and even things like background color in your display ads
- Frequency Capping
- Don’t be creepy! Make sure you are not showing the same user 1,000 ads in one day
- Post-Click Measurement
- Similar to SEM
- Post-View Measurement
William Leake – Apogee Results
Digital advertising has an advantage over traditional advertising. We have real numbers to show our results, but most of us are still being beat out when it comes to display. Google is trying to change this. This means that search people need to become display people as well.
Search is a “supporting actor” and should not be the only technique used to try and convert searchers. Display marketing, along with remarketing and retargeting can help fill in the gaps.
Don’t Just Use Your Website
Find some additional places to help out with your retargeting and remarketing efforts. Consider using:
- Social Media
- Divisional Efforts
- Google’s “search within this site”
- Universal and Blended Search
“Display sucks by itself”, but it can be can be powerful when combined with search. Consider retargeting to people who abandon your shopping cart. Believe it or not some of these people will come back and convert later. Don’t leave them out!
It is a Big World Out There
Search is not the only answer. Around 81% of your target market is reached by display ads only. Compare this to the 8% who received only a search ad. This clearly shows the importance of display ads and retargeting / remarketing.
What About the Costs?
Even small brands can compete in display ads today. This has not always been the case, but a smart small brand can outperform a stupid large brand that has a much larger budget. Google support is available, USE IT!
- Easiest to measure, nearly everybody has inventory in this format
- Online advertising industry is a $10 billion
- Ongoing management
- Retargeting and remarketing is a lot like paid social media ads
Retargeting and remarketing can be disruptive. Think about it like a server at a restaurant, you may be in the middle of a conversation but for some reason the server interrupts. Don’t be the nosey server. Just because somebody was searching for you earlier doesn’t mean that they are looking for things related to your business all the time.
Improve ROI by Using Integrated Post-Click Display
Some statistics from an Apogee Results client:
- About a 15-20% of your PPC budget
- 33% increase in website forms
- 25% software sales uplift
B2B Keyword Types
Performance, intent, and ROI varies tremendously by keyword type:
- Company Keywords
- Product Keywords
- Industry Category Keywords
- Tactical Pain Keywords
Retargeting and remarketing can help get around the high competition with some of these keyword types. As an example, there are 49,500 global monthly searches for “data integration”. Forget about bidding on words like that. Think beyond your own website and retarget from other websites for more specific keywords, “saas integration” in this example.
Alan Osetek – President of Resolution Media
Why Use Search Retargetting?
Search marketing is considered to b e the most effective media channel. However there are some challenges, including high PPC costs.
The Network Providers
Yahoo, Chango, Magnetic, and Simpli.fi are all accessing different inventory. That doesn’t mean that one is better than the other, it means that for each of your clients or products, you have to dig deeper to see which will work best for you. Think about where each provider is getting their data, and think about quality levels. Keyword level reporting is also an important aspect because it allows you to optimize the keyword and retarget based on it. All of the providers are also trending towards international targeting.
Different network provides are more appropriate for different clients. Again, do a little research to see which one is the right match for your keyword retargeting efforts.
Overcoming Internal Agency of Company Objections to Search Retargeting
Whether you’re on the agency or client side, there are always going to be objections. On the agency side you may be traditionally a search only based company. If you have a display division, talk to them! They might feel that retargeting is their domain, not a part of search marketing. Consider getting a demo from a retargeting company.
Ad exposure options are also helpful for overcoming objections. Show that you are able to build white and black lists, as well as use software to stop your ads from showing your site that you have deemed inappropriate. Examples of this software include “Double Verify” and “Adsafe”.
Case Study and Best Practices
- The creative process is new
- Think about the creative side, which might be a new step for traditional search marketers
- Ad serving training
- Networks vary in scale and performance
- Talk to all of the available providers and give them your information
- Managing search retargeting companies
- Check up on your provider and make sure they are using your budget effectively, not just flushing your money down the toilet. Remember that they want to be successful too, so you continue with your keyword retargeting campaign
- Use historical client campaign
- Look at your keywords and creative. Search keyword providers will help, but daily optimization is up to you
- Effectively partner with search keyword providers
Bibi Mukherjee – Founder of Curve Trends Marketing
Re-Targeting Different Stages of Sales
- Abandon cart
Customize your landing pages for each of these stages.
These are the people who are just kind of checking out your site. Retarget to these people who left your site without exploring. Consider changing the verbiage of your landing page.
Again, build another landing page with appropriate verbiage for people who were retargeted at a more specific level.
This is a very targeted ad level. At this point you know people have been very close to converting on your site. Use your retargeting knowledge to build a landing page to push these people into finally converting.
Customers will not always respond the same to your retargeting efforts. Some people may feel as if they are being stalked online. You want to cross-sell and up-sell, not just shove your retargeted ads in peoples’ faces.
Google gives you three categories for audience type:
- Interest based
- Remarketing lists
- Custom combinations
A remarketing list is actually more of a population survey. For example, you may target the people who come to your site but take no action within a certain time frame. Base this time on your sales cycle. If your cycle is 30 days, consider making your time frame a little shorter than that.
Custom combinations can be used to retarget to users who performed a certain set of actions on your site. This does not have to be about buying and e-commerce only. You can also retarget to people who just stared at your page for a certain amount of time. An example of combination targeting would be retargeting to people who abandoned your shopping cart, while suppressing ads to those who have already converted.
- Display networks only
- Create a new ad group
- No keywords needed
There is no need to weed out poorly performing sites.
View-through conversions increase drastically with the use of retargeting and remarketing. Make sure you de-dupe your conversions so they are not reported twice in your stats.
- Higher conversions
- CTR similar to search
- Low cost per conversion