diversifying your retargeting: going outside adwords - smx advanced 2013 presentation

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Diversificatio n of Remarketing June 12, 2013 SMX Advanced Session #21B @BryantGarvin

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Everybody uses AdWords but if you limit yourself to just one marketing channel you are setting your company up for failure. Diversity is Stability. Looking outside the "AdWords" remarketing platform there is a lot of opportunity to reach consumers which have already interacted with your brand, and even new ways to reach those who haven't yet entered the "pipeline".

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Page 1: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

Diversificationof

Remarketing

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 2: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

Purchase

Retargeting

Affiliate Programs, Email

Marketing

Content Marketing, PPC, SEO,

Social Media

Page 3: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 4: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

DIVERSITYIS

STABILITY

Page 5: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 6: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

Minimum budgets are too high

Not enough time

Doesn't fit in

to current budget

Other

lack of resources fo

r Disp

lay Ad Creation

My agency doesn't offer th

em

Didn't know there were other o

ptions0%

5%

10%

15%

20%

25%

Challenges From Using Other Retargeting Channels

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 7: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation
Page 8: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

DYNAMICRETARGETING

Page 9: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

Serve Dynamic Ad With Product

Shown in Ad

DYNAMIC RETARGETING

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 10: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

DYNAMIC RETARGETING

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 11: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

DYNAMIC RETARGETING

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 12: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

SEARCHRETARGETING

Page 13: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

Buy SearchOFF

The SERP

Page 14: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

1. Consumer “Searches”

2. Visits a Site

3. Sees Ad Related to Search Query

SEARCH RETARGETING

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 15: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

SEARCH RETARGETING

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 16: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

Google Simpli.fi Chango Bing/Yahoo Bing Yahoo0

2000

4000

6000

8000

10000

12000

14000

Searches by Channel

SEARCH RETARGETING

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 17: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

SIMILARAUDIENCES

Page 18: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

SIMILAR AUDIENCES

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

It’s all about prospecting

Page 19: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

SIMILAR AUDIENCES

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 20: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

Photo Credit: http://0.tqn.com/d/saltlakecity/1/0/x/C/-/-/IMG_9618.JPG

RETARGETINGMEETS SOCIAL

Page 21: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

RETARGETING MEETS SOCIAL

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Access 25% of all Display Inventory* through FB

*comScore 2012 US Digital Future in Focus

Page 22: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

RETARGETING MEETS SOCIAL

CTR Up To 20x Higher

Facebook Page Post Link Ads

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 23: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

RETARGETING MEETS SOCIAL

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Title Copy – 25 character limit

Description – 90 character limit

Message Copy – 500 character limit

Image – 200 x 200 pixels

Landing URL – Shows Root Domain

This is not an actual ad by Danny Sullivan

Page 24: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

TIMING IS EVERYTHING

Page 25: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

WRAP UPPhoto Credit: http://cdn.cutestpaw.com/wp-content/uploads/2012/04/l-All-Wrapped-Up.jpg

Page 26: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

Diversify or Die (figuratively speaking)

Search Retargeting

Similar Audiences

Retargeting on Social/FBX

WRAP UP

June 12, 2013SMX Advanced Session #21B

@BryantGarvin

Page 27: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation

KEEP YOURHEAD UP

Page 28: Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation