SES Chicago 2013 – Follow, Reach, Convert: Innovative Retargeting & Remarketing

The following is live blog content from Search Engine Strategies Chicago 2013. It is captured on a best efforts basis and should be considered a brief snapshot of what occurred.

Moderator:
Dave Rohrer, Senior SEO Strategist, Covario

Speakers:
Kimm Lincoln, Senior Director, Digital Marketing, Nebo Agency
Lauren Vaccarello, VP Marketing, AdRoll

The area of retargeting is an exciting arena ripe with innovation. This session talked about use cases and had a highly engaged audience.

Kimm Lincoln, Senior Director, Digital Marketing, Nebo Agency

Most people are doing retargeting now. This is new over the past few years.

Google came out with remarketing back in 2009. The campaigns were super high performing at first and then they started to perform at lower rates because everyone started doing it.

Lots of people put stuff in the cart and do not convert. Lots of money is spent driving people back to sites, sometimes with great conversion rates.

Steps:

- Build Your Story

- Doesn’t matter which type – search, site, etc.

- PPC people need to take the storyline seriously.

- The story needs to build things based on that draw out emotion and story

- Research the audience through channels like sales and customer service

- Use tools like Gutcheck and Surveymonkey for low cost research

- Where is the buyer in their journey?

- Then figure out what messages work for them at that phase.

- Offer them up value!

- Never disrespect your audience.

You don’t need a lot of budget to do this effectively.

Most importantly – Don’t be crazy about it – consider the sales cycle, opt out your employees, exclude inappropriate site categories and shut stuff down once they convert

Retargeting still has great potential for new uses. Go experiment.

Lauren Vaccarello, VP Marketing, AdRoll

Google’s search box is the most powerful spot on the Internet. This creates retargeting opportunities

Human behavior and marketing objectives – How do we make these two activities work together?

B2B – form abandoner segment

B2C – cart abandoner segment

Segmentation example: Skullcandy – created lower CPA

Repeat Buyer Segment: Burn them after purchase, but how can I talk to them differently later? Upsell, cross-sell, holidays, etc.

Retargeting allows your people to be wherever your customer is

Facebook Exchange (FBX) allows retargeting in the news feed and this allegedly works well but you only get one mainstream insertion per day

Adroll has used this themselves

Personalized content – Liquidads allows personalized, dynamic ads

Everyone has customer intent data, think about different segments, think about targeting your customer uniquely to succeed.

This is live blog content from Search Engine Strategies Chicago 2013. It is captured on a best efforts basis and should be considered a brief snapshot of what occurred. This was guest blogged by motivational business keynote speaker David Dalka.

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