Presentation from SES 2014 on how to develop a top performing Search Remarketing strategy

1. Smart Retargeting
Sri Sharma, Managing Director & Founder
@srisharma @netmediaplanet

2. Leading Search and Display specialist
driving a step change in performance
Best Use of Search
Best Use of Mobile
Innovation in PPC
Grand Prix Award

3. Clients
@srisharma @netmediaplanet
3

4. Retargeting is efficient & effective
227 brand marketeers were asked to describe Retargeting
@srisharma @netmediaplanet
4
Source: Chango, Digiday Oct2013

5. Retargeting is set for growth in 2014
227 brand marketeers were asked if their
Retargeting budgets would increase in 2014
@srisharma @netmediaplanet
5
Source: Chango, Digiday Oct2013

6. More technology choices
@srisharma @netmediaplanet
6
Source: Chiefmartec 2014

7. More sophistication
Consumer funnel
Paid Search
Becoming
Aware
Researching
In Market
@srisharma @netmediaplanet
Generic
PPC
RLSAs
Display
Prospecting
Prospect
retargeting
Negative Retargeting
retargeting
7

8. More savvy customers
@srisharma @netmediaplanet
8

9. Audience
9

10. On-site behaviour based audience lists
New visitors
Category page visitors
Basket abandoners
Purchasers (60 days)
@srisharma @netmediaplanet
10

11. +400% conversion rate
New visitors
Category page visitors
Basket abandoners
Purchasers (60 days)
@srisharma @netmediaplanet
11

12. Simplification in Enhanced campaigns
@srisharma @netmediaplanet
12

13. Improve audience definition & targeting
Improve audience targeting
Discover converter blueprint
•
•
•
•
•
•
•
•
•
Demographics
Psychographics
Income
Education
Location
Time
On-site behaviour
Device and browser
Consumer lifecycle
@srisharma @netmediaplanet
•
•
PPC
• Demographic targeting
• Geo-targeting
• Day-parting
• Device bid multipliers
Display
• Placement refinement
• 3rd party data targeting
13

14. Discover converter qualities
@srisharma @netmediaplanet
14

15. Location based audience lists
@srisharma @netmediaplanet
15

16. +300% conversion rate
vs
@srisharma @netmediaplanet
16

17. 3rd party data based audience lists
@srisharma @netmediaplanet
17

18. Converter
‘lookalike’
data
segments
Site visitors
who didn’t
buy
The target
@srisharma @netmediaplanet
18

19. Customer lifecycle based audience lists
Time
Post birth
2nd birth
Value potential
2nd - 3rd trimesters
Stage of Parenting Customer Lifecycle
19

20. Creative
20

21. Static
Flash
Dynamic (Product)
x3
x2
21

22. Sequential creative messaging
Becoming Aware
Researching
In Market
@srisharma @netmediaplanet
22

23. Real time response to weather
•
•
•
@srisharma @netmediaplanet
Weather API
Real time response
Specific banner serving
23

24. Real time response to weather
Rain
@srisharma @netmediaplanet
Snow
24

25. Technology
25

26. Lots of providers
26

27. Considerations
•
•
•
•
•
•
•
•
Frequency capping control
Dynamic product ads functionality
Access to major ad exchanges
Pretargeting & Retargeting
Data transparency
Data privacy
Integration with Google merchant centre
Adwords/Analytics Integration
@srisharma @netmediaplanet
27

28. Frequency
& Recency
28

29. Key considerations
•
•
•
•
•
Customer annoyance
Target ROI
Stage of consumer funnel
Device type
Geographic location
@srisharma @netmediaplanet
29

30. The right frequency
Chart showing CTR and Conversion rate
by frequency
3.00%
1.40%
1.20%
2.50%
CTR
1.00%
Conversion rate
2.00%
0.80%
CTR
1.50%
0.60%
CR
1.00%
0.40%
0.50%
0.20%
0.00%
0.00%
0
2
4
6
8
10
12
14
Frequency
@srisharma @netmediaplanet
30
Source: Net Media Planet client data

31. Negative remarketing but
recognising ‘old’ converters
@srisharma @netmediaplanet
31

32. Key takeaways
•
Be smart in how you define & target your
audience
•
•
Be creative with creatives
•
Become effective and efficient using
frequency & recency
Consider the merits of technology
providers against your specific needs
@srisharma @netmediaplanet
32

33. Leading Search and Display specialist
driving a step change in performance
Best Use of Search
Best Use of Mobile
Innovation in PPC
Grand Prix Award