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The closing presentation of SearchExchange 2012, given by @bigalittlea of @SEERinteractive.
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people hate retargeting
5 bad habits and how to fix them
Aaron Levy (@bigalittlea)
@bigalittlea
aaron levy
@seerinteractive
@SEERinteractive
@bigalittlea
i’m gonna start with a sad love story
@bigalittlea
i met a girl last month…
On The SERPs @zooeydeschanel
@bigalittlea
i called her the second i got home
@bigalittlea
but she didn’t answer!
@bigalittlea
so i called again
@bigalittlea
and again
@bigalittlea
and again and again and again and again and again and again and again and again
@bigalittlea
then i called the next day 13 or 14 times
@bigalittlea
i went all the same places she did!
@bigalittlea
@bigalittlea
@bigalittlea
@bigalittlea
i did this for 30 days straight
@bigalittlea
I keep leaving her messages!
but it didn’t work
@bigalittlea
uhhhh...
@bigalittlea
can’t imagine why that didn’t work…
@bigalittlea
so why do we do that to customers?
@bigalittlea
note: there is no possible way to take the creepy out of
retargeting
#1
@bigalittlea
it just keeps going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and going and
going and going
@bigalittlea
the default cookie length for most retargeting providers is 30 days
@bigalittlea
the maximum cookie length in AdWords is 540 days (!!!!!)
@bigalittlea
how long should you chase the one that got away?
@bigalittlea
hint: you already have the data
@bigalittlea
@bigalittlea
75% of conversions occurred within a day of the first visit (you’ll get
these guys anyway)
@bigalittlea
that leaves us with another 25% of people to bug
@bigalittlea
50% of latent conversions (88% of all conversions) occurred within 7
days of first touch
@bigalittlea
70% of latent conversions (>90% of all conversions) occurred within 14
days
@bigalittlea
how much money do you really want to spend to capture a few
additional stragglers?
@bigalittlea
#2
@bigalittlea
it burns bridges
@bigalittlea
how much money do you spend retargeting current
customers?
@bigalittlea
i opened an account a few weeks ago (interest rates, how shiny!)
@bigalittlea
i log into my account a few times a week to check on my billions*
*…hundreds
@bigalittlea
yet…
@bigalittlea
i already gave you my money
@bigalittlea
@bigalittlea
tag converters (obviously)
@bigalittlea
tag login pages
@bigalittlea
better yet, tag log out pages
@bigalittlea
tag career opportunities
@bigalittlea
tag affiliate pages (if you have affiliates)
@bigalittlea
spend your money on people who are likely to spend their money
#3
@bigalittlea
use impression caps!!
@bigalittlea
use impression caps!!
#4
@bigalittlea
lets do a little math with your new frequency caps (15/day for this
example) and 14 day cookie window
you have one set of creative
@bigalittlea
a user will see the same ad 210 times
@bigalittlealoved these guys the first 264 times I saw ‘em
Y U NO MAKE NEW AD
@bigalittlea
please invest in creative development or else…
@bigalittlea
@bigalittlea
keep your ads fresh
set up the same audience with different lengths. exclude the
shorter length audiences from the longer ones
@bigalittlea
@bigalittlea#5
@bigalittlea
the audience already knows a lot about you
@bigalittlea
are you telling them anything new?
@bigalittlea
don‘t just send your audience back where they came from
@bigalittlea
try sending people to retargeting specific landing
pages
@bigalittlea
and don’t you dare just recycle your paid search ads
@bigalittlea
#1: never ending#2: bothersome
#3: annoying#4: repetitive
#5: boring
@bigalittlea
#1: manage your cookie lengths#2: cut out current customers#3: don’t be a broken record#4: invest in image assets
#5: tell a new story
@bigalittlea
users becoming conditioned to abandon the cart for discounts
@bigalittlea
are giving 20% off to someone who would purchase anyway?
@bigalittlea
are you getting new conversions or paying for the old ones?