I'll discuss some advanced retargeting tips/tactics including segmenting, sequencing, building audiences, creating compelling banners, and utilizing Facebook Exchange. I'll also talk about Facebook Custom Audiences.

1. Advanced Retargeting Tips
Including Facebook Exchange and Custom Audiences
Justin Vanning
Performance Marketing Strategist
@justinvanning
State of Search Conference – Dallas – 11/12/2012

2. Retargeting – what is it?
Web user leaves and visits other websites
where they see your ads
User visits your site
Ads bring the user back to your site
@justinvanning

3. Everybody’s doing it
@justinvanning

4. It’s getting harder to stand out
@justinvanning

5. We need to innovate to stay ahead of our
competition
Let’s look at 5 tips that can help take your retargeting
campaign to the next level!
@justinvanning

6. 1. Start with targeted segmenting
on your site
Homepage
Product Tour
Plans & Pricing
Cart (conversion page)
Segment users in highly targeted
buckets
@justinvanning

7. 2. Expand your audience
@justinvanning

8. How else can you build your audience?
Partner sites Search Retargeting
Email campaigns
Targeted Facebook Ads
@justinvanning

9. 3. Create beautiful, inspired ads
Interactivity
Passion
Humor
Emotion
@justinvanning

10. 4. Sequencing is your friend
Influencers – use your Converters – close
Brand Introducers – subtle value props the decision process, offer,
brand impression price, urgency, promo
@justinvanning

11. 5. Facebook Exchange – a game changer?
@justinvanning

12. What is Facebook Exchange?
Facebook now allows advertisers to show FB ads
to users who they’ve captured in their site’s
retargeting audience.
Must run through FBX partners:
AdRoll, ApNexus, DataXu, MediaMath,
Tellapart, TheTradeDesk, Triggit, Turn,
Kenshoo, Nanigans, Optimal, RocketFuel,
Xaxis, X+1
@justinvanning

13. How does it perform?
What we’ve seen at SEOmoz…
Lower CTR’s than site-retargeting
Higher click-through conversion rates – more than double the rate of site-retargeting
Lower CPA’s – 5 times lower than site-retargeting
Those results are pretty good, right?

14. Ok, I’m sold, now what?
Combine your Facebook Advertising best practices
With your retargeting best practices
Here’s some quick tips
@justinvanning

15. Facebook is an ADD nightmare
Grab my attention
@justinvanning

16. Remember your segmenting
If I made it to your cart page,
I’m probably ready to be sold
to. Make the ad relevant.
Bring me back to the cart page
@justinvanning

17. Keep testing – image, ad copy, landing page
@justinvanning

18. 6. Bonus Tip: Facebook Custom Audiences
Facebook now lets you upload an email list, phone list, or FB user
ID list to create your own custom audience
Your customer list Facebook targeting

19. A marketer’s dream!
Ok, I’m excited…but how do I set it up and what should I use it for?
@justinvanning

20. FB Custom Audience setup
You can only set it up through FB power editor
Choose the custom audience tab and select “create audience”
Upload your email, phone or FB ID file
For more specifics, check out this blog post:
http://mz.cm/SDc3fl
@justinvanning

21. Drive FB Likes
You have a list of current/past customers, serve them ads to like your
brand page.

22. Drive sales
Serve targeted ads to current/past customers or prospective customers to get them
to buy again, or buy for the first time.

23. Drive secondary conversions
Newsletter signups Webinar signups
Whitepaper, guide downloads
@justinvanning

24. That’s all I got
To summarize…
The retargeting channel is maturing, you gotta keep testing and innovating in order
to keep up with your competitors
Try out the new offerings from FB: Facebook Exchange and Custom Audiences
Thanks for listening!
If you have questions, feel free to email me: justin@seomoz.org
@justinvanning