The basics of using Retargeting from MnSearch March 2013 event. Covering the types, uses, and best practices of Retargeting.

1. REMARKABLE
RETARGETING
THE BASICS

2. WHAT IS
RETARGETING
• Retargeting is…
• Types of Retargeting
• On-site vs. Off-site
• The six (or seven, or eight) “classic” types

3. WHAT IS
RETARGETING
• “6 Types of Retargeting Every Marketer
Should Know” (http://bit.ly/P8QO5b)
• Search
• Site
• SEM/SEO
• Email
• Contextual
• Engagement

4. WHAT IS
RETARGETING
• “The Seven Types of Effective
Retargeting” (http://www.chango.com/7types/)
• Search
• Site
• SEM/SEO
• Email
• Contextual
• Engagement
• Social

5. BENEFITS OF RETARGETING
• Getting back in front of people who know
your brand
• OR, getting in front of people who have
indicated an interest but don’t know your
brand
• Typically a lower CPM than traditional
banner campaigns
• Typically a higher CTR than traditional
banner campaigns

6. DRAWBACKS OF
RETARGETING
• Notice I wasn’t comparing it to SEO or
PPC?
• Users may have been leaving your site
for a reason
• Can get creepy, especially when done
wrong
• Can be difficult to track/justify

7. SETTING UP A RETARGETING
CAMPAIGN
• Choose retargeting method
• Define content for inclusion & exclusion
• Choose duration to retarget users
• Choose frequency to retarget users
• Design Creative
• Determine Landing Page
• Launch
• Profit …?

8. DEFINING CONTENT
• Inclusion:
• All Content
• Specific Segments/Products
• Shopping Cart
• Home page vs. internal pages
• Exclusion:
• Lead confirmation page
• Order confirmation page
• Specific content related to other
segments/campaigns

9. DURATION
• How long should you retarget?
• May not be immediate
• 5-7 days (maybe 10)…
• A few weeks…
• A few months…

10. FREQUENCY
• How often should you show an ad to one
user?
• Different for different markets/industries
• May be determined some by model
• Too much = annoying
• Too little = campaign failure

11. DESIGN BEST PRACTICES
• Same design principles as traditional
banners
• Simple & Concise
• Match creative to target & content
• User offers to entice click/conversion
• Dynamic ads featuring content visited

12. LANDING PAGE
• Best page to encourage the next action
• Back to the product they were looking at
• On to the next logical product/step in the
conversion process
• Landing page specific to drive desired
action

13. CHOOSING A RETARGETING
PARTNER
• Considerations:
• Payment model
• Retargeting types
• Self-Service vs. Full-Service
• Networks
• Dynamic ad capabilities
• Rich media capabilities
• Strategic Planning/Support

14. CHOOSING A PARTNER

15. CHOOSING A PARTNER

16. TRACKING RETARGETING
CAMPAIGNS
• 3 for $70 vs. 453 for $19,700
• Last click attribution may not paint the
whole picture
• Also look at Post Click Conversions, and
Post Impression Conversions
• Create an attribution model that is fair

17. EASY WAYS TO SCREW
UP RETARGETING
• Not excluding some people
• Targeting for too long
• Too high of frequency (or too low)
• Terrible creative
• Attributing too many (or too few)
conversions to the channel

18. SNEAKY (BUT BASIC)
RETARGETING TRICKS
• Multiple campaigns with different targets
(Home Page vs. Internal Pages vs. Shopping
Cart)
• Target customers with upsell or cross sell
offers
• Unique landing pages for segmentation
• Delayed campaigns based on purchase
cycle
• Drive users to social channels for special
offers
• Retarget off of partner sites

19. QUESTIONS?