thinkla search 101: search retargeting 101
DESCRIPTION
In this introductory course, industry experts and leading publishers will provide valuable tips and guidance on managing search campaigns and maximizing performance.TRANSCRIPT
Search Retargeting 101C bi i th f f h ith th h f di lCombining the performance of search with the reach of display
thinkLA: Search 101 – April 24, 2012
Search and Display
Search and Display advertising are very different. The greatest differences are cultural
Search and Display are converging.Display can power searchSearch data is targeting display (Search Retargeting)
Display Powers Searches Display drove 155% lift in Search Activity v Non‐ExposedDisplay drove 155% lift in Search Activity v. Non‐Exposed
Key finding: y gNearly 1/3 of all Internet users respond to a display
d iadvertisement by performing a search.
Source: Yahoo! /Specific Media Study/iProspect, 2009
Display powers Search resultsA more impactful, online advertising experience
•• Exposure to display leads Exposure to display leads to to increased searchingincreased searching
p , g p
•• Display ads result in Display ads result in significant increases in significant increases in related brandrelated brand--term searchesterm searches
•• Observed Observed 83% lift in search 83% lift in search conversion rateconversion rate11 when a when a searcher was also exposed to searcher was also exposed to graphical advertisinggraphical advertisinggraphical advertising graphical advertising
•• Maximizes a campaign's Maximizes a campaign's effectivenesseffectiveness by creating a by creating a single online advertising single online advertising g gg gexperience for usersexperience for users
4
Source: Media Contacts Insight; March 2010
What is Search Retargeting?
It’ t ti l ti th t bl tIt’s a targeting solution that enables you to:Deliver your message to prospects who have actively demonstrated interest or intent for your brand or product category through a search query.Deliver that message beyond the standard search engine results page (SERP).Deliver that message multiple times.Deliver that message using rich display creative.
4/24/20125Yahoo! Presentation, Confidential
With Search Retargeting display ads appear within seconds on sites
How Search Retargeting WorksUser conducts a search for a particular product1 Search results for that product appear on the search results page2 With Search Retargeting, display ads appear within seconds on sites
the user visits on Yahoo!3
running shoes
Yahoo! Presentation, Confidential
O 350 illiOver 350 million h d ilsearches daily
Yahoo! Presentation, Confidential Source: Yahoo! Internal data
Search data on Yahoo!
680 million 680 million unique visitors worldwide
180 million180 millionunique visitors in the U.S.
33 dd11.6 billion11.6 billionvisits per month globally
33rdrd most most visited site visited site
in the U.S.
Average
26 visits 26 visits 4.7 billion 4.7 billion per consumer per month in the U.S visits per month in the U.S.
Yahoo! Presentation, Confidential comScore Media Metrix, U.S. and Worldwide, March 2011
Advertising inventory on Yahoo!
Two Flavors of Yahoo! Search Retargeting
• Easily plan campaigns using pre-built keyword categories.
• Leverages Yahoo!’s proprietary keyword expansion technologies for high-performing scale.
Search SelectSearch Select
• Advertiser-selected keyword groups based on your optimized keyword lists.
Custom Custom Search Search
• Greater flexibility and control.RetargetingRetargeting
Search engine results page 1
Many Search Campaigns Need More ScaleSearch engine results page 3g p gSearch engine results page 3
60% of search referrals are from the top three positions on Your Text Ad Here
the search engine results page
Your Text Ad Here
Many Brand campaigns need more impact
Deliver marketing messages with moreDeliver marketing messages with more branding impact.
Clarify positioning against competitors.
C t l b d“5 Worst U.S. Banks
for Consumers”
Yahoo! Presentation, Confidential
Control your brand message.“Economic Doomsday
Ahead”
“Financial Crisis Not Over”
Continue the Conversation with Qualified Searchers
Y! Premium
Y! Network PlusAd Formats& Devices
Sea c e s
Y! Premium Display
AwarenessTarget expensive upper funnel keywords more efficiently
Engagement & Search RetargetingDrive searchers through
y y
Deliver your message to qualified searchersg g
Consideration
Action &
gthe purchase cycle
qualified searchers
Retain valuable customers Action & Retention
Yahoo! Presentation, Confidential
and increase loyalty
Dynamic Creative & Personalized Search RetargetingPersonalized Search Retargeting
the reach and
engaging effect of
the granular
intent capture of
displayeffect of
displaythe scale and the scale and
personalization
searchcapture of search
personalization of dynamic creative
Yahoo! Presentation, Confidential
Yahoo! Search RetargetingYahoo! Search Retargeting Case Studies
Online RetailerSoftware Company
A t ti CAutomotive Company
Giving Advertisers a Second Chance
The Results
44A premium online shoe retailer wanted to go beyond search engine marketing to reach customers interested who are searching for their
The Background
Conversion Lift4x4xcustomers interested who are searching for their products but are not yet familiar with their brand.
High PPC’s and competition make it difficult to i t d t f l h t
The Challenge
79%79% Increase in ROI
win top ad spots for popular search terms.Limited ability to showcase brand through small text ads.
The SolutionLeveraging intent signals from search, the online shoe retailer created tightly themed custom search retargeting keywords for their different lines of b siness as ell as brand terms and
The Solution
Yahoo! Presentation, Confidential
lines of business, as well as brand terms and competitor terms.
Generating Conversions at Scale
• Leading software company• Generate conversions at scale while hitting
aggressive ROI targets
The Challenge
gg g
• Created several custom themed search retargeting segments
The Solution
retargeting segments• Implemented portfolio approach with other
targeting tactics to achieve performance at scale
conversions delivered through search retargeting
The Results
+20%+20% Combine the performance of
130M130M impressions delivered over the course of 4 months
psearch with the reach of display
Search Retargeting Drives Results
• Leading import automotive company• Reach audiences who have displayed interest
in automotives at scale
The Challenge
in automotives at scale
• Combined Search Select and Custom SearchThe Solution
Combined Search Select and Custom Search Retargeting with Behavioral Targeting to increase reach to qualified audiences.
The Results
increase in campaign impressions
The Results
20%20%33M33M impressions delivered over the
course of 2 months
Rev Up Your Auto Advertiser Car SalesA 2012 Yahoo! Insights Auto Study found:
Consumers engaging with automotive brands in the 3 months leading to purchase are fickle.3 months leading to purchase are fickle.› Manufacturers should be aggressive with
consumers who seek them out:• Search Retargeting can build on the interest g g
generated from search & site visits.• Use Search Retargeting for consumers who search
for your brand, but don’t visit your site.
Consumers engage with non-automotive related content online while shopping for their next vehicle.› Use Search Retargeting to reach in market car
buyers when they are consuming non auto specific
4/24/201218
buyers when they are consuming non-auto specific content.
For more on Yahoo! Search Retargeting…L liLearn more online
Search Retargeting Webinar
Recent Case Study
Recent Yahoo! Insights Study on Auto Shopper Behavior
C t t Y h ! A t E tiContact your Yahoo! Account Executive
Contact today’s presenter: y pDavid Caswell, Product Manager, Search Retargeting [email protected]
Th kTh kThank Thank You!You!Q&AQ&AYou!You!