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ReTargeting
Webinar w/ Arjun Dev Arora
Half the money I spend on advertising is
wasted; the trouble is I don’t know which
half.
                  -John Wanamaker
                  1838-1922
Modern Marketing Funnels




Mix of SEO/SEM, Public Relations, Social Media, Display Advertising, Blogging, Viral,
                         Email Marketing, Conferences

  After all this, the average bounce rate for most sites is still a staggering 98%
Optimizing Marketing Spend
                                                                                 • SEO
 Marketing budgets are shrinking                                                • SEM
                                                                                 • Display
= need more innovation!              Generating Interest                         • Email
                                                                                 • Social
                                                                                 • PR


 Top of funnel campaigns are
important but can be optimized       Capturing Interest
                                                                           • ReTargeter
                                                                           • Email



 ReTargeting is the missing piece
in the middle and will soon help
                                            Sale
solve the post sale problem

 Increase awareness and drive              Post
                                                          • ReTargeter
                                            Sale
sales by showing up everywhere                            • Social Media

your clients surf
ReTargeter: How It Works




 Place a few lines of code on your site – this code drops a cookie on
the users computer

 We read the cookie in real time across our network and show an ad
if we find that cookie

 No personally identifiable data is stored or recorded
Visitor Arrives At Your Site




   I think
 Hooked on
  Phonics
  would be
great for my
   kid …
Visitor Hits A Specific Tab




 Oh this is
 great and
well priced …
but I have to
      go
Visitor Heads To A Different Site Later




 Next Day:
Just surfing
the web ….
Visitor Continues To Surf And Sees Ad


Surfing away
 on the web
      …




                      Oh yea! I was
                       just reading   Click Here for Great
                        about this.          Deals!
                      Cool! *click*
Visitor Recognizes Ad And Clicks Back




Wow! Glad I
saw this ad!
Let me buy
 this for my
    kid…
Benefits: Why ReTargeter?

• Brand Awareness: Everyone will know you!

• Convert Lost Traffic to Completed Sales

• Test Test Test – Measure reactions to your
  messages

• Maintain Relationships – keep your customers
  engaged
Tracking: It’s all about ROI.

• We can track click and view thru conversions
  – See what ads inspire action from your customers


• Customer Profile: K9Cuisine.com
  – We saw some interesting results for the sales
    ReTargeter helped generate:
     • <10% of the sales were directly from clicks on the ads
     • ~40% of the sales happened <48 hours after someone saw
       an ad
     • The remainder of the sales were generated by someone who
       had seen an ad more than 48 hours ago
Optimization: Pacing & Ads
• Account Manager: A dedicated account manager
  will track your account and optimize it

• Pacing: We can limit the impressions to as low as
  2 impressions per user per day

• Pacing: We can limit the total number of
  impressions per day

• Ad Optimization: We will find the ads that perform
  poorly and help improve them
Creating Ads That Perform

• We accept five standard IAB sizes

• Creativity & specific calls to action help
  determine clicks & overall campaign success

• Multiple iterations help keep messaging fresh &
  keep customers engaged
  – It also helps to optimize your ads: only show what
    works
Best Practices for Banner Ads
#1: Keep It Simple! – Have one simple message and a clear and powerful image

#2: Buttons Increase CTR – A succinct call to action within a button is ideal

#3: Honesty Is The Best Policy – Make your value proposition clear and honest

#4: Give It Away – Hold a promotion or have a contest, give away free products

#5: Beauty Sells – Shameless but true, a picture of an attractive person increases CTR

#6: Be BOLD – Use a powerful headline: get people to think / react & then click

#7: No White Backgrounds – They blend in with the page & don’t allow your ad to pop

#8: Stay Relevant! – Have ads that are relevant to current events or important new
    trends

#9: Iterate! – Keep trying new ideas & ads until you find one that works for your users

#10: Ratios are Golden – 2/3 vs. 1/3 for the two colors you use in the ad
Examples of great ads

No animations longer
  than 15 seconds




                        Accepted
                       Advertising
                         Sizes:
                        300x250
                        120x600
                        160x600      White banners
Audio: on user click     728x90       must have a
       only!            425x600         border
Thank you!

Questions?
Testimonials and Case Studies
•   HomeGain --
    HomeGain, a pioneer in helping people find real estate agents online,
    ReTargeted people that visited their “Find A Realtor” section. These folks
    arrived via SEO, SEM, WOM, blogs, twitter, but did not complete the online
    form. ReTargeter found these same individuals across the web (including
    real estate sites like Yahoo! Real Estate and Realtor.com) and presented
    them with ads that encouraged them to return and complete the sign up
    process. This solution increased ROI and brand awareness for HomeGain.

•   ChesterFrench --
    ChesterFrench, an up-and-coming rock band, recently sent out an email
    campaign to thousands of their fans – pre-launch of their upcoming album –
    and cookied those users as they came to the site. When the album
    launched, we switched on our ReTargeter solution and those thousands of
    fans (and others) saw ads for ChesterFrench across the web.
    ChesterFrench reached #11 on iTunes and has received rave reviews.
Testimonials and Case Studies
•   LOGIK --
    LOGIK, a pioneer in eDiscovery (the processes of finding meaning and
    specific info from a mountain of data for legal purposes), ReTargeted people
    that visited their site. LOGIK launched a great new website and
    incorporated ReTargeter into their new marketing blitz. The ReTargeter
    campaign generated so much buzz, brand awareness and brand credibility
    for LOGIK that they jokingly said they should be paying a lot more for our
    service!

•   StickerJunkie --
    StickerJunkie, a sticker company started by a well known entrepreneur,
    recently launched ReTargeter as a stand alone marketing test. What they
    noticed was truly awesome, not only was there an overall increase in brand
    awareness and conversions directly from the banners, there was also a
    general increase in conversions across the site. The most interesting result
    was an increase in high dollar value orders. These customers were taking
    longer to decide on the purchase and were also visiting competitors sites.
    These folks eventually decided to purchase with StickerJunkie as they saw
    the sticker ads everywhere.

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Re Targeting Webinar

  • 2. Half the money I spend on advertising is wasted; the trouble is I don’t know which half. -John Wanamaker 1838-1922
  • 3. Modern Marketing Funnels Mix of SEO/SEM, Public Relations, Social Media, Display Advertising, Blogging, Viral, Email Marketing, Conferences After all this, the average bounce rate for most sites is still a staggering 98%
  • 4. Optimizing Marketing Spend • SEO  Marketing budgets are shrinking • SEM • Display = need more innovation! Generating Interest • Email • Social • PR  Top of funnel campaigns are important but can be optimized Capturing Interest • ReTargeter • Email  ReTargeting is the missing piece in the middle and will soon help Sale solve the post sale problem  Increase awareness and drive Post • ReTargeter Sale sales by showing up everywhere • Social Media your clients surf
  • 5. ReTargeter: How It Works  Place a few lines of code on your site – this code drops a cookie on the users computer  We read the cookie in real time across our network and show an ad if we find that cookie  No personally identifiable data is stored or recorded
  • 6. Visitor Arrives At Your Site I think Hooked on Phonics would be great for my kid …
  • 7. Visitor Hits A Specific Tab Oh this is great and well priced … but I have to go
  • 8. Visitor Heads To A Different Site Later Next Day: Just surfing the web ….
  • 9. Visitor Continues To Surf And Sees Ad Surfing away on the web … Oh yea! I was just reading Click Here for Great about this. Deals! Cool! *click*
  • 10. Visitor Recognizes Ad And Clicks Back Wow! Glad I saw this ad! Let me buy this for my kid…
  • 11. Benefits: Why ReTargeter? • Brand Awareness: Everyone will know you! • Convert Lost Traffic to Completed Sales • Test Test Test – Measure reactions to your messages • Maintain Relationships – keep your customers engaged
  • 12. Tracking: It’s all about ROI. • We can track click and view thru conversions – See what ads inspire action from your customers • Customer Profile: K9Cuisine.com – We saw some interesting results for the sales ReTargeter helped generate: • <10% of the sales were directly from clicks on the ads • ~40% of the sales happened <48 hours after someone saw an ad • The remainder of the sales were generated by someone who had seen an ad more than 48 hours ago
  • 13. Optimization: Pacing & Ads • Account Manager: A dedicated account manager will track your account and optimize it • Pacing: We can limit the impressions to as low as 2 impressions per user per day • Pacing: We can limit the total number of impressions per day • Ad Optimization: We will find the ads that perform poorly and help improve them
  • 14. Creating Ads That Perform • We accept five standard IAB sizes • Creativity & specific calls to action help determine clicks & overall campaign success • Multiple iterations help keep messaging fresh & keep customers engaged – It also helps to optimize your ads: only show what works
  • 15. Best Practices for Banner Ads #1: Keep It Simple! – Have one simple message and a clear and powerful image #2: Buttons Increase CTR – A succinct call to action within a button is ideal #3: Honesty Is The Best Policy – Make your value proposition clear and honest #4: Give It Away – Hold a promotion or have a contest, give away free products #5: Beauty Sells – Shameless but true, a picture of an attractive person increases CTR #6: Be BOLD – Use a powerful headline: get people to think / react & then click #7: No White Backgrounds – They blend in with the page & don’t allow your ad to pop #8: Stay Relevant! – Have ads that are relevant to current events or important new trends #9: Iterate! – Keep trying new ideas & ads until you find one that works for your users #10: Ratios are Golden – 2/3 vs. 1/3 for the two colors you use in the ad
  • 16. Examples of great ads No animations longer than 15 seconds Accepted Advertising Sizes: 300x250 120x600 160x600 White banners Audio: on user click 728x90 must have a only! 425x600 border
  • 18. Testimonials and Case Studies • HomeGain -- HomeGain, a pioneer in helping people find real estate agents online, ReTargeted people that visited their “Find A Realtor” section. These folks arrived via SEO, SEM, WOM, blogs, twitter, but did not complete the online form. ReTargeter found these same individuals across the web (including real estate sites like Yahoo! Real Estate and Realtor.com) and presented them with ads that encouraged them to return and complete the sign up process. This solution increased ROI and brand awareness for HomeGain. • ChesterFrench -- ChesterFrench, an up-and-coming rock band, recently sent out an email campaign to thousands of their fans – pre-launch of their upcoming album – and cookied those users as they came to the site. When the album launched, we switched on our ReTargeter solution and those thousands of fans (and others) saw ads for ChesterFrench across the web. ChesterFrench reached #11 on iTunes and has received rave reviews.
  • 19. Testimonials and Case Studies • LOGIK -- LOGIK, a pioneer in eDiscovery (the processes of finding meaning and specific info from a mountain of data for legal purposes), ReTargeted people that visited their site. LOGIK launched a great new website and incorporated ReTargeter into their new marketing blitz. The ReTargeter campaign generated so much buzz, brand awareness and brand credibility for LOGIK that they jokingly said they should be paying a lot more for our service! • StickerJunkie -- StickerJunkie, a sticker company started by a well known entrepreneur, recently launched ReTargeter as a stand alone marketing test. What they noticed was truly awesome, not only was there an overall increase in brand awareness and conversions directly from the banners, there was also a general increase in conversions across the site. The most interesting result was an increase in high dollar value orders. These customers were taking longer to decide on the purchase and were also visiting competitors sites. These folks eventually decided to purchase with StickerJunkie as they saw the sticker ads everywhere.