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:

1. Search retargeting and RTB is DATA driven with thousands of segments! This is a search Marketers world
2. Pre-existing knowledge of search keywords, contextual keywords, up funnel, branded terms, and keywords (we have the expertise to deploy search retargeting)
3. 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)
4. 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 3^rd party ad network they don’t trust)
5. 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

On December 6th at 5:30PM the DFWSEM board of directors will be holding a special session for the election of new board members. If you are a current member in good standing with DFWSEM (all dues paid) and are interested in placing your name in nomination to join the DFWSEM board, please be at the offices of Barrera Search Marketing in Dallas at 5:30PM on December 6th.

Details

The DFWSEM board is opening nominations for board positions in 2012. If you are interested in being considered for the board, you MUST be in attendance. All nominees will be considered by the board and a vote will be held at this time. If you are interested, you will have 2 minutes to present your name and reason for consideration. After all presentations, we will conduct a private vote and let the nominees know.

In addition, the board will be electing officers for the organization after the new board is elected. New board members that are interested may be considered and nominated for one of the officer slots within the leadership.

Please contact Mark Barrera at 214.908.0954 if you have any questions or email info@dfwsem.org. We look forward to seeing you on December 6 at 5:30PM (sharp).

Where:
Barrera Search Marketing
2211 North Lamar, Suite 305-A (3rd Floor)
Dallas, TX 75202
214-908-0954
For a map of the location, CLICK HERE.

Parking Information:

2 hours of free parking is available in the Retail parking garage located on Victory Avenue before Continental.   Otherwise, there is metered parking along N. Houston and N. Lamar Streets.

The entry to the office is accessed via N. Lamar Street, right across from the House of Blues and behind the Hooter’s restaurant and Dick’s Last Resort.  The office is located on the third floor in Suite 305.

Refer any questions to info@dfwsem.org or call Mark Barrera at 214-908-0954.

Bonus (FREE) Meeting – Please Note Different Location

DFWSEM requests the honor of your presence at the marriage of PPC and SEO . . .

Yes, the rumors are true. After a long and often tumultuous relationship, PPC and SEO are making it official!

Officiating the ceremony will be speaker, trainer and author, Brad Geddes.

Brad is a recognized authority on usability, conversion optimization, product development, product positioning, and agency consulting, and has managed, SEO and PPC, and has spoken at more than 35 industry events including Pubcon, Search Engine Strategies and SMX.

In addition to presiding over the nuptials, Brad will answer your questions and discuss the unique attributes and benefits of PPC and SEO in a town hall format.

Whether you’re an SEO or PPC devotee, you’ll gain valuable insight into both disciplines and learn why you should be using both methods - “even as the strings of a lute are alone though they quiver with the same music.”

Where:

The Italian Club of Dallas

www.itcd.org

14865 Inwood Road

Addison, Texas  75001-3721
(972) 931-9167

Time: Presentation Begins at 5:30 p.m.; Networking Following the Meeting

Date: August 23, 2011

There is no cost for this meeting but a reservation is required 48 hours before the event.

There will be a cash bar and appetizers will be provided by DFW SEM.

Looking for the perfect gift for the happy couple?  We recommend Advanced Google AdWords by Brad Geddes or a 2-day pass to the Dallas Adwords Seminar – presented by Brad Geddes on August 24^th and 25^th.

Disclaimer: Brad Geddes is a certified Google AdWords trainer. Although he is often referred to as a “guru”, he is not ordained by any religious organization, nor is he the captain of a ship. Marital unions performed by him are not recognized or sanctioned by the state of Texas or any religious organization.

Ask any knowledgeable marketer or technologist today what’s next and one of the most common answers you’ll get is “mobile.” The DFW SEM will focus our July event on understanding more about mobile marketing as we present a panel discussion of the industry, how companies can utilize mobile marketing to connect with customers and even some lessons learned from experienced mobile professionals. The event will take place Wednesday, July 13 from 6:30 p.m. until 8:30 p.m at the Renaissance Hotel in Richardson. Hors d’oeuvres will be provided, and there will be socializing at the hotel bar immediately following the event.

The panel will feature moderator and experienced mobile strategist Dan Sturdivant from WrightIMC, Brian Teague, President & Co-Founder at Pocketstop, Chris Hershberger, Manager of Marketing Technology at Michael’s Stores, and Michael Griffith, Creative Director at Bottle Rocket Apps. Combined, these panelists have worked with the best in the industry including FINA, BET, Discovery Channel, National Geographic, AARP, Choctaw Casinos, and many others.  The discussion will focus on the state of the mobile marketing industry, what’s in store for the future of mobile marketing, how companies can leverage mobile marketing to drive business and the successes and failures of the panel participants in their mobile marketing experiences. The discussion will include information and insight on SMS/text messaging, mobile websites and mobile applications popularized by the advent of smart phones.

There will be informal networking both before and after the panel discussion, which is scheduled to begin approximately 7 p.m.

This month’s DFWSEM  sponsor is [x]Cube LABS:

[x]cube LABS saw immense potential in mobile computing and personal telecommunications and marked it as something that was going to change our future. Established in 2008, they are an expert mobile application development company with offices in Dallas, San Francisco, New York, London and Hyderabad, India. [x]cubeLABS offers complete, end-to-end services for mobile application development across all major platforms including Apple iPhone, Google’s Android, RIM’s BlackBerry, as well as Microsoft’s Windows Mobile. With their extensive experience in the mobile space they can provide a technical hand, but can also be your strategic partner in leveraging this dynamic mobile world towards increased business efficiency and effectiveness and consumer engagement.

Their wide ranging services include: Mobile Strategy, Design, Development, Project Management, Quality Assurance, Deployment and Maintenance. In just over three years, they’ve deployed over 400 apps and worked with some of the best brands like Intel, GE, McIntosh, Hasbro, Chronicle Books, 24 Hour Fitness and North American Bancard.

With all the buzz about social media dominating the discussion over the past year or so, you might think PPC was a lost art, but nothing could be farther from the truth.

PPC remains a viable form of search engine marketing, and for many businesses it’s still the cornerstone of their online marketing strategy.

Join us on June 15^th as Jim Gilbert presents “Pay Per Click – Some Super PPC Advertising Tips!”

Jim Gilbert

Jim is Vice President of KeyRelevance and one of the co-founders of the DFWSEM. He has been involved in both organic and paid search engine marketing since the early ‘90s and spent his early years working with a number of iconic organizations, including Sabre and EDS.

As a highly sought after speaker, and author of numerous articles and published studies on the industry, Jim is uniquely qualified to share insights learned through years of critical analysis and real-world experience creating and managing PPC campaigns for some of the largest and most high-profile names in business.

The Presentation

As the title implies, this presentation will focus on what the search engines don’t tell you about PPC, and will include:

Some Super PPC Tips (Google & MSN/Yahoo)

• Knowing what you plan to do with PPC and the experience required to do it
• Measuring success and conversions
• Understanding and using the various keyword match types
• Understanding and using the various “negative” keyword match types
• Understanding and managing Quality Scores
• Managing Ad creative Rotations
• Understanding and utilizing “filters”
• Understanding and using Google Ad Extensions
• Brief introduction to Google’s “Product Listing Ads”

Top 10 Worst PPC Practices

Jim will also give you his list of the top 10 worst PPC practices to avoid.

PPC Account Reviews – Have Your Actual PPC Account Critiqued by an Expert

Have specific concerns about an actual PPC campaign, or just want to show off your PPC chops before the group?

For the last 30 minutes of the meeting, Jim will be conducting live reviews of our members’ PPC accounts.

As is the case when we do site reviews, the PPC account reviews will not be a collective “beat down” of you and your work, but a way to find out what you’re doing right and what you might want to consider doing differently in order to deliver the best results. Whether you’re a PPC newbie or AdWords certified, you’ll leave this meeting with a greater understanding of how to successfully create and manage highly effective PPC campaigns.