Chris Whitelaw, I Spy, explains how re-targeting your search campaign can help you retain your clients and encourage conversion.

1. Is Remarketing a Good Second Date for Search? Chris Whitelaw

2. The challenge 98% of traffic leaves without buying Users visit 4 competitor sites on average before making a purchase Users visit your site 5 times on average before converting

3. Digital Marketing Funnel Awareness Consideration Preference Action Loyalty Conversational Social Informational Transactional Natural Transactional Paid Display, search and social drive interest and consideration of brands This funnel works as a good introduction for afirstdate

4. But what happens on the date ? A bad journey? Got lost on the way? Didn’t get where you were coming from? Got distracted? Left early? Got bored? All classic dating issues. No future…

5. Getting your client a 2nd date Retargeting pixels added to key site pages Serving product specific, product category or brand ‘recall’ ads online – offers work well too! Heightened relevancy leads to a greater chance of a second date

6. 2 1 A prospective customer browses a brand site, potentially through a paid or natural search ...then leaves to browse other websites to do some online research or to carry out day to day online tasks such as e-mailing 4 3 One click brings them directly back to the brand site to pick up where they started Retargeting partner displays a personalised ad relevant to their initial visit within same user session

7. Retargeting technology Many technology vendors in market Different levels of targeting Behavioural Personalised Dynamic pricing/messaging

8. Retargeting used through 2010/2011 in line with search activity CV upload and job application based execution CPA on both CV and job application 75%+ lower Retargeting success story

9. An advertiser needs to have meaningful volume of unique visitors to their site (100k+ unique per month) to have sufficient audience to retarget around the web.

10. Understand the success measurement metrics before you launch the campaign. Are you attributing sales to people that have seen the ad or actually clicked on the ad?

11. Make sure you attribute sales appropriately (no double counting) to the retargeting versus other online marketing activity.

12. Set the right length of time you are going to retarget an individual computer (the cookie window length). Someone researching a movie does not want to being seeing ads in two months time when they have already seen the movie.

13. Understand the balance between being very targeted and very annoying. Don’t stalk your audience around the web with too many ads too frequently – no one likes a stalker.

14. Summary Helps to close the sales loop Works well with search marketing Relevant messaging, highly targeted Effective advertising with ROI positivity