1. now.
Los t & Found:
H o w R e -T a r g e t in g C a n H e lp
Yo u Tr a c k P r o s p e c t s a n d
C o n v e r t T h e m In t o C u s t o m e r s
now. June 26, 2012

2. A d v e r t is in g is e v e r y w h e r e .
now.
1

3. C ons ume rs a re bomba rde d by
a n a ve ra g e o f 3 ,5 0 0
c o m m e r c ia l m e s s a g e s e v e r y
d a y.
now.
2

4. A ll t h a t m e s s a g in g u p t o t h is
p o in t
is a b o u t b u ild in g d e m a n d .
Once prospects are
aware of you, they will
visit your website to find
out more about your
company/product/service.
now.
3

5. Yo u d o n ’ t h a v e t o le t t h e m g e t
a w a y!
• Prospects will arrive at
your website via any
number of channels – Interested?
PPC, SEO, traditional Visit our
landing page!
advertising, publicity,
other
• 97% of all web visitors
leave websites before
taking action (purchase,
form, other)
now.
4

6. R e -t a r g e t in g
‣ Re-targeting is the one of the most powerful tools available to
marketers currently.
‣ Re-targeting is the method of keeping your product or service
in front of your audience a f t e r they leave your website.
‣ Most marketing (including RON banner ads) seeks to
persuade prospects to buy before they are familiar with your
product or service. These conversions are very costly to
obtain.
‣ Re-targeting works to familiarize your prospects with your
product or service through frequency, and lead them to a
purchasing conclusion.
now.
5

7. W h y r e -t a r g e t in g ?
‣ Re-targeting focuses resources on people who have shown
some amount of engagement with your brand, and thus are
more likely to convert. You control how many times they see
your ad.
‣ Re-targeting gives you a 2nd, 3rd or even a 4th shot (or more)
at prospects you might otherwise never engage with again.
‣ By enabling your banner ads to follow your visitors throughout
the internet, your re-targeting program builds awareness and
makes your company look “bigger.”
‣ Re-targeting keeps your brand in front of your online audience
long after they leave your website. The prolonged exposure to
your ads allows multiple opportunities to view, click and
convert.
now.
6

8. W h o d o y o u r e -t a r g e t ?
‣ Your existing site visitors and customers.
‣ Each prospect has their own unique value based on exhibited
behavior and other factors.
‣ The unique value of each prospect dictates the bid price of each re-
targeting banner ad.
now.
7

9. Ta r g e te d B a n n e r s :
T e s t D if f e r e n t B a n n e r C o n c e p t s
‣ Coupons or direct deals.
‣ Comparisons with competitors.
‣ Feature or attribute messaging.
 S t ill lo o k in g f o r a d iv o r c e la w y e r ?
 T h e s ilk u n d e r w e a r y o u le f t in y o u r s h o p p in g c a r t is o n s a le 2 5 % o f f .
 C o m e b a c k f o r 3 0 % o f f h o n e y m o o n v a c a t io n s .
 M e n ' s w o r k b o o t s o n s a le t h is w e e k .
Find out what marketing message your customers will react to.
now.
8

10. Ta r g e te d B a n n e r s :
T e s t D if f e r e n t B a n n e r C o n c e p t s
now.
9

11. W h a t h a p p e n s if p r o s p e c t s
d o n ’ t c lic k m y b a n n e r ?
‣ They view the banner and directly re-navigate to your site.
‣ They view the banner and search for your company or product.
‣ They view the banner and visit a store or buy retail.
now.
10

12. T h e R e -t a r g e t in g P r o c e s s
S t e p 1: A potential client/customer visits your
site and a cookie is set. They abandon without
making a purchase.
now.
11

13. T h e R e -t a r g e t in g P r o c e s s
S t e p 2 : The visitor surfs the internet and lands on
various sites (i.e. CNN.com, ESPN.com, etc.) and the
cookie alerts your ad server.
now.
12

14. T h e R e -t a r g e t in g P r o c e s s
CNN.COM NEWS
YOUR
AD
HERE
S t e p 3 : The ad server loads your targeted
banner ad on the cookie and reports back.
now.
13

15. T h e R e -t a r g e t in g P r o c e s s
CNN.COM NEWS
YOUR
AD
HERE
S t e p 4 : The visitor clicks on the banner ad,
bringing them back to your website and giving
you another chance at conversion.
now.
14

16. A d va nta g e s O ve r R O N B a nne rs
‣ Normal media buys tend to target users in the first stages of
the
buying funnel. With those ad buys you are tasked with
introducing
yourself, establishing trust, branding effectively, etc., all while
trying to produce a specific action (sale).
‣ By following prospects who have visited a specific product or
service page on your site, you can serve them ads to keep
your brand in front of them and create multiple opportunities for
conversion.
‣ The overall cost is much lower for re-targeting than for a
“run-of-network” banner campaign, and the ROI is much
higher.
now.
15

17. D y n a m ic B id d in g a n d Yo u r M e d ia
C a m p a ig n
‣ Targets customers who are proven to actually
buy goods and services online.
‣ Not all customers are valued the same.
Identify who your best customers
are and approach them directly.
now.
16

18. D y n a m ic B id d in g a n d Yo u r M e d ia
C a m p a ig n
Evaluate each user’s value and dynamically deliver
the right message to the right user at the lowest cost.
$ 2 .0 0 C P M $ 1. 2 5 C P M 6 . 0 0 C P M
$
$ .7 5 C P M
$ .5 0 C P M
T h e r e s u l t s : dramatically lower media
costs and measurably higher sales.
now.
17

19. T h e R e a l D if f e r e n c e :
T h e R ig h t C P M a t E v e r y
Fre que nc y
S ta nd a rd p ro g ra m
Ma na g e d R e -
t a r g e t in g
prog ra m
now.
18

20. T h e “ C o n v e r s io n F u n n e l” a nd R e -
t a r g e t in g
‣ Re-targeting is effective at each stage of the
“conversion” funnel.
‣ Turn awareness into action.
R un ads with a logo and tagline.
R un ads for a specific product/service
or answer any lingering doubts.
R un ads that have a special discount
or a unique limited time promotion.
R un ads for products/services that are similar to ones that
the user previously purchased.
now.
19

21. B e n e f it s o f a M a n a g e d R e -
t a r g e t in g P r o g r a m
‣ More e xc ha ng e s = more re a c h
Access to Google’s inventory + inventory from Rubicon, AdMeld, OpenX,
PulsePoint, Yahoo, Right Media, Casale, App Nexus and Pubmatic.
‣ Ma na g e Fre que nc y a nd R e c e nc y
Avoid user burn-out by managing how many ads you serve to a single
customer within a specific timeframe.
‣ R e a l-T im e U s e r In t e g r a t io n
It can take an exchange hours (or worse, a few days) to update their user
targeting. Our managed program updates user targeting every 5 minutes, so
users who abandon a specific web page are retargeted within minutes (after
initial set-up).
‣ C o o r d in a t e d M a r k e t in g A c r o s s C h a n n e ls
High level reporting that shows how display and search work together to
drive conversions.
now.
20

22. 5 0 0 B illio n Im p r e s s io n s P e r
M o nth
Other
ContextWeb
AdBrite ‣ Google is a large ad exchange,
Pubmatic but one among many.
OpenX
‣ 95% of U.S. and European
users are cookie’d.
‣ Without access to other
exchanges, campaigns may not
have enough reach.
AppNexus
‣ Plus, other exchanges offer
premium publishers that Google
does not have.
now.
21

23. H o w R e -t a r g e t in g W o r k s
45 year old woman, kids in
household, in market for a
cruise
STEP 1
Serve up a Re-Targeting Ad
STEP 4
Search for “Cruise to Bahamas last minute
deals”
STEP 2
STEP 3
Clicks through to site, but doesn’t
make a purchase and leaves.
Cookie attaches to prospect.
now.
22

24. B r a n d in g
‣ Each banner campaign is carefully developed to
reinforce brand messaging.
‣ Custom design and copy maximizes click-through rate
and helps drive conversions.
now.
23

25. M a r k e t in g P ie
Print Radio
Public
Relations Re- TV
targeting
Outdoor Banners
PPC/SEO
Email
Direct
Mail
now.
© 2012 HLD - Confidential & Sensitive 24