people hate retargeting

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Aaron Levy

The closing presentation of SearchExchange 2012, given by @bigalittlea of @SEERinteractive.

Negócios Tecnologia Economia e finanças

people hate retargeting

5 bad habits and how to fix
them

Aaron Levy (@bigalittlea)

@bigalittlea
aaron levy

@bigalittlea

i’m gonna start with a
sad love story

@bigalittlea

i called her the second i got home

@bigalittlea
and again and again
and again
and again
and again
and again
and again
and again

@bigalittlea

then i called the next day 13 or 14
times

@bigalittlea

i went all the same places she did!

@bigalittlea

i did this for 30 days straight

@bigalittlea

I keep leaving her messages!

but it didn’t
work 

@bigalittlea

can’t imagine why that didn’t work…

@bigalittlea

so why do we do that to customers?

@bigalittlea

note: there is no possible way to
take the creepy out of retargeting

@bigalittlea

it just keeps going and going and going
and going and going and going and going
and going and going and going and going
and going and going and going and going
and going and going and going and going
and going and going and going

@bigalittlea

the default cookie length for most
retargeting providers is 30 days

@bigalittlea

the maximum cookie length in AdWords is
540 days (!!!!!)

@bigalittlea

how long should you chase the one that
got away?

@bigalittlea

hint: you already have the data

@bigalittlea

75% of conversions occurred within a day
of the first visit (you’ll get these guys
anyway)

@bigalittlea

that leaves us with another 25% of people
to bug

@bigalittlea

50% of latent conversions (88% of all
conversions) occurred within 7 days of first
touch

@bigalittlea

70% of latent conversions (>90% of all
conversions) occurred within 14 days

@bigalittlea

how much money do you really want to
spend to capture a few additional
stragglers?

@bigalittlea

how much money do you spend
retargeting current customers?

@bigalittlea

i opened an account a few weeks ago
(interest rates, how shiny!)

@bigalittlea

i log into my account a few times a week
to check on my billions*

*…hundreds

@bigalittlea

i already gave you my money

@bigalittlea

tag converters (obviously)

@bigalittlea

better yet, tag log out pages

@bigalittlea

tag affiliate pages (if you have affiliates)

@bigalittlea

spend your money on people who are likely
to spend their money

@bigalittlea

lets do a little math with your new
frequency caps (15/day for this example)
and 14 day cookie window

you have one set of creative

@bigalittlea

a user will see the same ad
210 times

@bigalittlea
loved these guys the first 264 times I saw ‘em

@bigalittlea

please invest in creative development or
else…

@bigalittlea

keep your ads fresh

set up the same audience with different
lengths. exclude the shorter length
audiences from the longer ones

@bigalittlea

the audience already knows a lot
about you

@bigalittlea

are you telling them anything new?

@bigalittlea

don‘t just send your audience back where
they came from

@bigalittlea

try sending people to retargeting
specific landing pages

@bigalittlea

and don’t you dare just recycle your
paid search ads

@bigalittlea

#1: never ending
#2: bothersome
#3: annoying
#4: repetitive
#5: boring

@bigalittlea

#1: manage your cookie lengths
#2: cut out current customers
#3: don’t be a broken record
#4: invest in image assets
#5: tell a new story

@bigalittlea

users becoming conditioned to abandon
the cart for discounts

@bigalittlea

are giving 20% off to someone who would
purchase anyway?

@bigalittlea

are you getting new conversions or paying
for the old ones?

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people hate retargeting

1. people hate retargeting 5 bad habits and how to fix them

2. Aaron Levy (@bigalittlea) @bigalittlea aaron levy

3. @seerinteractive @SEERinteractive

4. @bigalittlea i’m gonna start with a sad love story

5. @bigalittlea i met a girl last month…

6. On The SERPs @zooeydeschane l

7. @bigalittlea i called her the second i got home

8. @bigalittlea but she didn’t answer!

9. @bigalittlea so i called again

10. @bigalittlea and again

11. @bigalittlea and again and again and again and again and again and again and again and again

12. @bigalittlea then i called the next day 13 or 14 times

13. @bigalittlea i went all the same places she did!

14. @bigalittlea

15. @bigalittlea

16. @bigalittlea

17. @bigalittlea i did this for 30 days straight

18. @bigalittlea I keep leaving her messages! but it didn’t work 

19. @bigalittlea uhhhh...

20. @bigalittlea can’t imagine why that didn’t work…

21.

22. @bigalittlea so why do we do that to customers?

23. @bigalittlea note: there is no possible way to take the creepy out of retargeting

24. #1

25. @bigalittlea it just keeps going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going

26. @bigalittlea the default cookie length for most retargeting providers is 30 days

27. @bigalittlea the maximum cookie length in AdWords is 540 days (!!!!!)

28. @bigalittlea how long should you chase the one that got away?

29. @bigalittlea hint: you already have the data

30. @bigalittlea

31. @bigalittlea 75% of conversions occurred within a day of the first visit (you’ll get these guys anyway)

32. @bigalittlea that leaves us with another 25% of people to bug

33. @bigalittlea 50% of latent conversions (88% of all conversions) occurred within 7 days of first touch

34. @bigalittlea 70% of latent conversions (>90% of all conversions) occurred within 14 days

35. @bigalittlea how much money do you really want to spend to capture a few additional stragglers?

36. @bigalittlea #2

37. @bigalittlea it burns bridges

38. @bigalittlea how much money do you spend retargeting current customers?

39.

40. @bigalittlea i opened an account a few weeks ago (interest rates, how shiny!)

41. @bigalittlea i log into my account a few times a week to check on my billions* *…hundreds

42. @bigalittlea yet…

43.

44.

45.

46.

47. @bigalittlea i already gave you my money

48. @bigalittlea

49. @bigalittlea tag converters (obviously)

50. @bigalittlea tag login pages

51. @bigalittlea better yet, tag log out pages

52. @bigalittlea tag career opportunities

53. @bigalittlea tag affiliate pages (if you have affiliates)

54. @bigalittlea spend your money on people who are likely to spend their money

55. #3

56. @bigalittlea use impression caps!!

57. @bigalittlea use impression caps!!

58. #4

59. @bigalittlea lets do a little math with your new frequency caps (15/day for this example) and 14 day cookie window you have one set of creative

60. @bigalittlea a user will see the same ad 210 times

61. @bigalittlea loved these guys the first 264 times I saw ‘em

62. Y U NO MAKE NEW AD

63. @bigalittlea please invest in creative development or else…

64. @bigalittlea

65. @bigalittlea keep your ads fresh set up the same audience with different lengths. exclude the shorter length audiences from the longer ones

66. @bigalittlea

67. @bigalittlea #5

68. @bigalittlea the audience already knows a lot about you

69. @bigalittlea are you telling them anything new?

70. @bigalittlea don‘t just send your audience back where they came from

71. @bigalittlea try sending people to retargeting specific landing pages

72. @bigalittlea and don’t you dare just recycle your paid search ads

73. @bigalittlea #1: never ending #2: bothersome #3: annoying #4: repetitive #5: boring

74. @bigalittlea #1: manage your cookie lengths #2: cut out current customers #3: don’t be a broken record #4: invest in image assets #5: tell a new story

75.

76.

77. @bigalittlea users becoming conditioned to abandon the cart for discounts

78. @bigalittlea are giving 20% off to someone who would purchase anyway?

79.

80. @bigalittlea are you getting new conversions or paying for the old ones?

people hate retargeting

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