search engine steroids: remarketing & rich snippets by ben herman

2012 © All Rights Reserved.

Search Engine Steroids

Remarketing & Rich Snippets

2012 © All Rights Reserved. www.madfishseo.com

What is Retargeting

• Advertising that– Follows your website visitors– Reminds people of your brand– Keeps your message fresh– Politely says “Remember Me?”


Why Retargeting

• Users are more likely to click on your ad after they know you

Chart From Nu Spark Marketing

Ad CTR by Day After Site Visit

http://www.nusparkmarketing.com/2012/06/retargeting-a-internet-marketing-tactic-to-increase-conversions-rates-leads/


What is Retargeting


How Retargeting Works

• Cookies– Dropped on Your Computer

• Google Partners–Websites Using Adsense

• Targeted Ads appear– Ads appear to follow you around



• It all Starts with a Cookie



• You Visit a Website that Uses Tracking Cookies



• That Cookie is Saved to Your Computer!



• You visit a website that shows Google ads



• The Google Code On the Partner Site – Recognizes Your Cookie– Chooses a Google Ad based on the

Cookie• Since you visited JC Penny’s website

– You will be more likely to click on a JC Penny Ad


• Google Partners with Websites to show Ads– A program called Adsense

• Websites can place Google Ads on their pages– Websites get a percentage of the revenue from each

click on the ad

– Example of Sites Using Adsense• CNN.com• About.com• Mashable.com• TechCrunch.com



Setting Up Retargeting

• What’s Your Plan?– You’ll need to add code to your website– You’ll have to wait until your list is over

500– You’ll need to create a separate list for

people that do convert• Stalking isn’t cool



• Step 1– Choose a Retargeting Service• AdRoll• Google Adwords• Adextent• Retargeter• And more…



• Step 2– Add a new Display Campaign for

Retargeting



• Step 3– Create your remarketing List



• Step 4– Place the remarketing code into your web

page• Tips:

– Choose a page other than your home page, or PPC landing page.

– Create a list for each category in your website» i.e. Men’s Apparel, Women’s Apparel etc…

– Choose a location where people didn’t convert » Abandoned shopping cart, non-Complete web

forms etc..– Select a reasonable time period for targeting

» 30 – 90 Days is ideal



• Step 5– From within your new campaign• Add a new ad group• Add some ads to it

– Tip: Start w/ branded ads

– Add your list



• Step 6– Experiment with Different Ads & Lists combos

• Tips– Keep image ads and text ads in separate groups.– Keep a separate list for people that convert.– Use multiple image ads to avoid “banner burnout”.– Use the Google Display Ad builder to cut down on

expenses.– Bid high initially, then pull back.– Since the list won’t function until it has 500 or greater

visitors, stick to one list initially– Think of Retargeting like email marketing


a.k.a. Rich Snippets


Rich Snippets

• Definition– Rich Snippets are also known as

microdata• Microdata is an HTML5 specification that is

used to label and describe HTML content.

• Describes reviews, personal information, or events

• Basically it’s code you add to your page’s HTML


Rich Snippets

• Microdata – Consists of basic attributes in HTML tags


Rich Snippets

• Google Uses Rich Snippets to Enhance their listings


Rich Snippets

Rich Snippets = Pretty Listing

Pretty Listing = More Clicks in Google

More Clicks in Google = Better Rankings

Rich Snippets = Better Rankings


Available Rich Snippets

• Rich Snippet Types

– Navigation Breadcrumbs– Events– Music– Organizations– People– Products– Recipes– Review ratings– Reviews– Software Applications– Videos


Activity

• Group Exercise

– Get in to Groups• Choose a client, and identify all Rich Snippet

types that would fit their website.


Get in Touch

• Ben Herman– Website: http://www.madfishseo.com– Email: [email protected] – Phone: (503) 935-5222

– Twitter: @ben_herman– Linked In:

http://www.linkedin.com/in/madfishseo– Facebook: https://

www.facebook.com/MadFishSEO

http://www.madfishseo.com/

mailto:[email protected]

http://www.linkedin.com/in/madfishseo

https://www.facebook.com/MadFishSEO



search engine steroids: remarketing & rich snippets by ben herman

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