In this meeting we heard from two experts in Remarketing. Shelley Ellis and James Moore.
From Shelley:
What is Remarketing?
Remarketing is: a consumer action (visit to site, visits shopping cart, open email, etc.) equals an opportunity to cookie a consumer and use it later.
What is a cookie: a small snippet of code gets dropped onto your computer. Searcher visits another site and the searcher’s cookie tells the remarketing ad server to show your ad
Why Remarketing?: 87% lower Cost Per Conversion (CPC) than paid search and a 76% higher conversion rate
In Brand, OPM saw a 167% increase in impressions. Year over year an increase in non-paid traffic by 28% (client only used search and remarketing)
Remarketing can cover more than just simple visitors to the site. It can also drill down into specific categories. Done properly, you can offer the right discount to a consumer that didn’t complete a process. To illustrate, offering free socks with a shoe purchase isn’t going to drive a person to convert that was looking at video games.
Some best practices:
- Don’t use cookie cutter ads (generic, irrelevant)
- Segregated your audience to be able to show them a unique and relevant
- Test, pause and rotate your ads so they don’t get stale
- Use Frequency capping (a cap in impressions…how many times on person sees your ad in one day)
From James Moore
There are various types of targeting options:
- By Platform: demographic, device, OS, Browser+
- Geographic targeting
- Contextual targeting (target based on keyword based targeting)
- Search Retargeting
- Site Retargeting
Shelly was covering Site Retargeting, Simpli.fi and others focus on search retargeting.
“The profile of marketers shifting in the long term as the display space begins to more closely resemble search. Real Time bidding and keyword data is changing the face of brands marketing teams, with a greater requirement for technical and analytical skills due to the importance of data in managing display.” -Marketing week 2011
Search retargeting platforms perform by observing display inventory through the lens of search keyword sources. Partner sites across the exchanges, where the cookie is deployed. When the cookie comes in, Google has tricks (subset of ip address) and people can identify you from your browser and device. Once that cookie comes back, with server side technology, they create a unique identifier for you (the searcher). And we may see someone 200 times over a 30 day period that is tied to one person. This is unique because for search marketers, you can give a search retargeting company a keyword list and they can tell you how many unique visitors by keyword over last 30 days that they can target with a display ad. Upload the keyword data and get accurate reach, budget and performance info so you know what you’re getting into and scale it accordingly.
Search Marketers are more qualified to handle today’s (and the future’s) site retargeting advertising sphere because it’s just like paid keyword management/campaigns…and those who specialize in just display won’t be able to compete as well or understand it as well as search marketers. It’s a good time to be a search marketer!
Five reasons to get into retargeting:
- Search retargeting and RTB is DATA driven with thousands of segments! This is a search Marketers world
- Pre-existing knowledge of search keywords, contextual keywords, up funnel, branded terms, and keywords (we have the expertise to deploy search retargeting)
- The ongoing race to integrate search and display dollars and performance into one single platform and attribution system (there is a race to understand attribution, a cocktail that produces a conversion)
- Search retargeting is the smartest and most relevant behavior targeting segment available in display just north of site remarketing. People are hungry for a platform that’s more transparent (not 3rd party ad network they don’t trust)
- There is really cool differences between keyword level search retargeting and paid search such as: no quality score restrictions, keyword cost differences, look-a-likes and ability and more
