diversifying your retargeting: going outside adwords - smx advanced 2013 presentation
Post on 18-Oct-2014
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DESCRIPTION
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".TRANSCRIPT
Diversificationof
Remarketing
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
Purchase
Retargeting
Affiliate Programs, Email
Marketing
Content Marketing, PPC, SEO,
Social Media
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
DIVERSITYIS
STABILITY
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
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
DYNAMICRETARGETING
Serve Dynamic Ad With Product
Shown in Ad
DYNAMIC RETARGETING
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
DYNAMIC RETARGETING
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
DYNAMIC RETARGETING
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
SEARCHRETARGETING
Buy SearchOFF
The SERP
1. Consumer “Searches”
2. Visits a Site
3. Sees Ad Related to Search Query
SEARCH RETARGETING
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
SEARCH RETARGETING
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
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
SIMILARAUDIENCES
SIMILAR AUDIENCES
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
It’s all about prospecting
SIMILAR AUDIENCES
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
Photo Credit: http://0.tqn.com/d/saltlakecity/1/0/x/C/-/-/IMG_9618.JPG
RETARGETINGMEETS SOCIAL
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
RETARGETING MEETS SOCIAL
CTR Up To 20x Higher
Facebook Page Post Link Ads
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
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
TIMING IS EVERYTHING
WRAP UPPhoto Credit: http://cdn.cutestpaw.com/wp-content/uploads/2012/04/l-All-Wrapped-Up.jpg
Diversify or Die (figuratively speaking)
Search Retargeting
Similar Audiences
Retargeting on Social/FBX
WRAP UP
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
KEEP YOURHEAD UP