1. Unleashing the Power of Retargeting Presented by: Joanna Lord Director of Acquisition MarketingSEOmoz.org (day / month / year)

2. Unleashing the Power of Online Stalking Presented by: Joanna Lord Director of Acquisition MarketingSEOmoz.org (day / month / year)

3. What is it? When you re-market to users who have previously visited your site. @joannalord

4. Where is it? @joannalord

5. Everywhere. Where is it?

6. Whoa let’s get meta here. @joannalord

8. You can close users that visited but did not convert (95% of visits)

9. Retarget users who did convert with similar deals/products

10. Offer unique coupons & promos specific to this qualified buy

11. Ability to change brand sentiment post visit

12. Can be a very effective retention tool, front of mind@joannalord

13. But show me the numbers. Industry averages:1st month: 5x2nd month: 10x 3rd month: 15x SEOmoz:1st month: 3x2nd month: 8x 3rd month: ?x @joannalord

14. Now that I’ve got your attention… @joannalord

15. How do I get me some of that?You have two options. @joannalord

16. Go with Google.(This is called remarketing) PROS:utilize in-house resourcesdon’t need to pay out % of spendleverage keyword list use Google’s suggestions & toolsjust a few steps to get up & runningCONS:need someone to manageneed to constantly mine data for suggestionsoperating in a silo/ you as advertiseronly on Google’s Display network(you show where Google needs you to show) http://www.google.com/ads/innovations/remarketing.html

17. Outsource Retargeting(Ain’t no shame in that) PROS:outsource managementrun across many networks (google, yahoo, etc.)leverage across account data mining utilize their years of experience in optimizationjust a few steps to get up & running motivated by your performance not your budgetCONS:have to pay out % of spendless visibility into the specific data return formulassomewhat on their schedulespend time fining the right partner for this http://retargeter.com/

18. No matter which way you go,don’t forget best practices apply. @joannalord

19. This is its own channel.Must be managed accordingly. Know your goal.Target at right point.Compelling creativesRelevant landersOptimize ad spendConstantly tweak. @joannalord

20. Get them while they are hot. Target based on your goal & where they are. ** Retargeting is most effective when they see your ad 7 to 10 times in one 30 day period. @joannalord

21. Creatives & Landers(If you are going to stalk, do it intelligently) Creatives: branded versus CTALanders: branded versus lead capture Switch out often, constantly test, get crazy. @joannalord

22. Measure & Manage Metrics: Impressions: special attentionCTR: 0.25 solid, .40 awesomeCTC: Click-through conversions (1/5 of VTC)VTC: View-through conversions (5x CTC) Manage: Weekly reporting Twice a month address display site lists Monthly revisit goals for the program, have they changed? @joannalord

23. Who should be doing Remarketing? @joannalord

24. Who should be doing Remarketing? Anyone who sells anything online. @joannalord

25. Takeaways to…uh…take away. Attribution matters. More than ever.It’s a contextual search landscape out there. Get in there.Every conversion should be your next lead. No really. @joannalord

26. Lets get serious. Resources for further learning. Retargeting: An Introduction to a New Opportunityhttp://bit.ly/gYxkdC Retargeter Bloghttp://retargeter.com/blog Google Remarketinghttp://www.google.com/ads/innovations/remarketing.html Remarketing: Online's Misunderstood Conversion Tool http://bit.ly/cTladN @joannalord

27. Thank for listening to me ramble. Questions? Hit me up, I mean it! joanna@seomoz.org @joannalordJoanna Lord Director of Acquisition MarketingSEOmoz.org www.seomoz.org