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Toronto | June 11–13
Remarketing/Retargeting Done Right...& Wrong
Dax HammanChief Revenue OfficerChango
Toronto | June 11–13, 2012 | #sesto
Just do it.@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
Source: Fetchback
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
Source: advertise.com
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
Source: econsultancy
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
Toronto | June 11–13, 2012 | #sesto
But...@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
Don’t...@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
Toronto | June 11–13, 2012 | #sesto
If my mum...
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
(“You shalt thou count to seven, no more, no less. Seven shall be the number thou shalt count, and the number of the counting shall be seven. Eight shalt thou not count, neither count thou six, excepting that thou then proceed to seven. Ten is right out.” – Monty Python)
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
Toronto | June 11–13, 2012 | #sesto
Another view of the world
Toronto | June 11–13, 2012 | #sestoThe 7 effective types of RetargetingHigh Resolution Image : chango.com/blog/7typesofretargeting
Toronto | June 11–13, 2012 | #sesto
Search retargeting: The leaky SEM funnel
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
Which cork, which leak?
SearchRT: Top of funnel prospecting
SearchRT: Brand and competitor terms targeting
SearchRT: Supplement SEM head terms
SiteRT: Keep communication open from site visit
SearchRT: Be present during the research phase
Search RT: Message to a consumer about to convert
SiteRT: Win back visitors who have abandoned
The right tool for the job
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
Search retargeting is effective because it targets only those individuals who are searching for your terms.Treats every search event as an individual – do not bucket our keywords back into segments. In a recent retail case study the following data illustrates the need to bid on each keyword uniquely – just like search. (chango.com/blog)
The importance of granularity
Phrase CTR
Clothes shop 0.87%
Clothes shopping 0.25%
Shoes 0.11%
Shoes mens 0.16%
Mens shoes 0.21%
Optimize your campaign to the keyword level, and report back in this way too.
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
The PSA report
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
SEM
Display
Order ID
Order ID
1. T
rack
2. M
easu
re SEM = $4,000Display = $5,000SEM and display = $1,000Overlap = $1k / $10k = 10%
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
@daxhamman / @chango
Toronto | June 11–13, 2012 | #sesto
Find me at: DaxThink.com / @DaxHammanFind Chango at: Chango.com / @chango
Retargeting Exposed:Not Another Whitepaper About Retargeting!
http://www.chango.com/whitepaper
