This document discusses how companies use remarketing to target advertisements to consumers based on their online behavior. It explains how remarketing works using Google AdWords, including creating audiences based on website visits and retargeting those audiences with related ads. The document also provides examples of how remarketing can be used at different stages of consumer interactions like during a website visit, mid-purchase process, or after a sale. Finally, it offers tips for using remarketing in a less "creepy" way through strategies like varying ad content and limiting ad frequency.

1. Target Marketing:
Brilliant or Creepy?
John W. Ellis
@johnwellis
@JohnWEllis #pcn12creep

2. (re)Target (re)Marketing:
Brilliant or Creepy?
John W. Ellis
@johnwellis
@JohnWEllis #pcn12creep

3. Agenda
1. Headlines
2. Google’s Role
3. How it works
4. Pieces of the Google Remarketing Puzzle
5. Remarketing Usage
6. Tips for being less creepy
@JohnWEllis #pcn12creep

4. How Companies Learn Your Secrets
@JohnWEllis #pcn12creep

5. Baby? What Baby?
About a year after Pole created his pregnancy-prediction model, a
man walked into a Target outside Minneapolis and demanded to see
the manager. He was clutching coupons that had been sent to his
daughter, and he was angry. 'My daughter got this in the mail!' he
said. 'She's still in high school, and you're sending her coupons for
baby clothes and cribs? Are you trying to encourage her to get
pregnant?' The manager apologized and then called a few days later
to apologize again but the father was somewhat abashed. 'It turns out
there's been some activities in my house I haven't been completely
aware of. She's due in August. I owe you an apology.'"
@JohnWEllis #pcn12creep

6. Pregnancy Predication Score
@JohnWEllis #pcn12creep

7. It’s not new… just more noticeable
• Have Children?  Toy Catalogs in December
• Disney World Vacation  Discounts for next year
• Bathing Suits in April  Sunscreen in July
• Abandoned Online Shopping Carts  Emailed Coupon Codes
@JohnWEllis #pcn12creep

8. @JohnWEllis #pcn12creep

9. Why Remarketing Works
Example Walk-Through
@JohnWEllis #pcn12creep

10. Why Remarketing Works
Ron likes:
Co
Ropes wb
Ro oy
Boots n
Horses
Rodeo
Yanni
@JohnWEllis #pcn12creep

11. Why Remarketing Works
@JohnWEllis #pcn12creep

12. Why Remarketing Works
Who has tickets?
@JohnWEllis #pcn12creep

13. Why Remarketing Works
Nice Site!
@JohnWEllis #pcn12creep

14. Why Remarketing Works
Where should I sit?
@JohnWEllis #pcn12creep

15. @JohnWEllis #pcn12creep

16. Distractions
@JohnWEllis #pcn12creep

17. You lost another sale?
@JohnWEllis #pcn12creep

18. Why Remarketing Works
Ron likes:
Co
Ropes wb
Ro oy
Boots n
Horses
Rodeo
Yanni
@JohnWEllis #pcn12creep

19. @JohnWEllis #pcn12creep

20. Love YANNI? – Save 20% on tickets
With Coupon Code “boots”
@JohnWEllis #pcn12creep

21. Connection
@JohnWEllis #pcn12creep

22. Pieces of the Remarketing Puzzle
Create Create
Audience Campaign
@JohnWEllis #pcn12creep

23. 3 Remarketing Usages
Practical ways to apply
AdWords Remarketing
@JohnWEllis #pcn12creep

24. 3 Remarketing Usages
1. Vis
it
@JohnWEllis #pcn12creep

25. 3 Remarketing Usages
2. Mi
d-Pro
cess
@JohnWEllis #pcn12creep

26. 3 Remarketing Usages
3. Po
st Sal
e
@JohnWEllis #pcn12creep

27. Mainstream Media Concerns
@JohnWEllis #pcn12creep

28. Mainstream Media Concerns
"...hounded recently by ads for a dieting service
she had used online. ‘They are still following me
around, and it makes me feel fat.’ ”
"...it’s a little creepy" “...disturbing...”
“What is the benefit of freaking customers out?”
Source: http://www.nytimes.com/2010/08/30/technology/30adstalk.html
@JohnWEllis #pcn12creep

29. Remarketing Tips
1. Multiple Ad Variations
@JohnWEllis #pcn12creep

30. Remarketing Tips
2. Frequency Capping
@JohnWEllis #pcn12creep

31. Remarketing Tips
3. Start Building an Audience Now
1. Email Marketing
3. Surveys
@JohnWEllis #pcn12creep

32. Remarketing Tips
4. Use Facebook
1. Gender Targeted Ads to Landing Pages
3. Remarketing Code on Static HTML iFrame
@JohnWEllis #pcn12creep

33. Summary
Create Create
Audience Campaign
1. Vis
it / 2.
Mid-P
ro cess
/ 3. P
ost S
ale
@JohnWEllis #pcn12creep

34. See you at the PCN After Party!
John W. Ellis
@JohnWEllis #pcn12creep