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Copyright ROI·DNA Page 1
Full Circle Digital Marketing Optimization:
Turning New Users Into Returning Customers
Channel Review • Copyright ROI·DNA
Tahoe Tourism, Technology + Marketing Workshop
Surj GishROI DNA
Copyright ROI·DNA Page 2Copyright ROI·DNA Page 2
Comprehensive & Accurate Data Is Critical To Full Circle Marketing Success• Implement and maintain a correctly implemented
analytics platform.
• Customize to track the goals that matter to your
business.
Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 2
BY THE NUMBERS
Copyright ROI·DNA Page 3Copyright ROI·DNA Page 3
TAG!
https://surjsawesomemotorbiketours.com?
utm_source=google&utm_medium=cpc&utm_campaign=pants&utm_content=awesome-ad-
1&utm_term=cheap-pants|exact
Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 3
URLs are your carrier pigeons. Tag everything!
Source: GoogleMedium: CPCCampaign: PantsContent (ad): Awesome Ad #1Term (keyword): ‘cheap pants’ (exact match)
Copyright ROI·DNA Page 4Copyright ROI·DNA Page 4
SHARE THAT WEALTH
Ensure Your Data Will Be Available Everywhere You Need It
Google AdWords: flexible, powerful retargeting. Uses metrics
and dimensions like Session Duration, Browser, OS, Location, and
Goal Completions. Can also identify users who performed a
specific sequence of actions on your site, like viewed certain
content and then performed a specific Event Action.
Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 4
MailChimp: flexible, powerful, reasonably priced. In spite of its silly name, The
Chimp really delivers. Comprehensive testing tools, custom segmentation, and
automation help you deliver the right email to the right person at the right time.
Also, monkeys are cool.
Copyright ROI·DNA Page 5Copyright ROI·DNA Page 5
SHARE THAT WEALTH, PART DEUX
Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 5
Copyright ROI·DNA Page 6Copyright ROI·DNA Page 6
TARGETING, RELOADED
Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 6
Retargeting is…• Serving up ads to site previous website visitors
How?• Users are cookied with ad network cookies. We then use
this cookie data to build segments of users to target.
The Basics:• Target people who’ve been to the site but not performed
one of our desired actions.
More Interesting:• Target people who’ve been to the site, not converted,
have performed additional high-intent actions.
Copyright ROI·DNA Page 7Copyright ROI·DNA Page 7
MORE WAYS TO RETARGET
RLSA—Remarketing Lists For Search Ads• We can use our Google retargeting audiences for search campaigns too!
• Can change bids or ads based on audience.
• Bid more aggressively on important keywords if searcher has visited the site
previously.
• Bid on keywords that don’t usually work very well, in cases where the user has been
to the site.
Social Retargeting• Use go-between vendors such as AdRoll or Steelhouse to serve retargeting ads in the right
margin or newsfeed on Facebook.
Tips• Be conservative on frequency—set your caps to keep from inundating (and scaring away)
potential customers.
• Run text ads! These often outperform display ads, and clicks can be much cheaper. Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 7
Copyright ROI·DNA Page 8Copyright ROI·DNA Page 8
EMAIL ME, MAYBE?
Direct Conversations• Nurturing / activation / engagement
programs that are complementary to
retargeting campaigns, or standalone.
• Make sure tracking is golden.
• Test cadence, subject line, design, content,
CTA, and so on.
• Start with implicit language, not explicit
demands.
Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 8
Copyright ROI·DNA Page 9Copyright ROI·DNA Page 9
TALK NERDY TO ME
Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 9
Copyright ROI·DNA Page 10Copyright ROI·DNA Page 10
HANDLE WITH CARE
Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 10
Play it Safe• Be careful. Once an email goes out, it’s gone.
• More email isn’t necessarily a good thing. Don’t overdo it.
• Personalize—use your data to be a friend, not a stranger.
• Make sure your email looks good on any device.
Copyright ROI·DNA Page 11Copyright ROI·DNA Page 11
STUFF WE DIDN’T TALK ABOUT
What Else Is There?• Lots of interesting developments in social, for example Facebook Custom Audiences.
• Targeting existing customer base on Facebook.
• Create lookalike audiences based on actual customers.
• Cart / conversion flow abandonment
• Twitter retargeting.
• Video retargeting.
• Dynamic content swapping in marketing email.
Full Circle Digital Marketing Optimization: Turning New Users Into Returning Customers • Copyright ROI·DNA Page 11
Thank you!
Surj Gish
Señor Director, Digital Marketing
Programs
[email protected] / www.roidna.com
Later!