10 Ways Search Retargeting Will Transform Your Business

PRESENTED BY Netplus

Agenda

• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting Will

Transform Your Business• Q&A

Search Retargeting Defined

Search retargeting is about increasing the relevancy and therefore the performance

of the banner ads served to searchers.

Image courtesy of Chango

How It Works

Search Retargeting Defined

• Display campaign retargeting• Site retargeting• Google retargeting• Search retargeting through networks• Search retargeting

A re-marketing progression ….

Where Search and Media Meet

• Search –often reaches those who are info or task oriented

• Display –often reaches highly desirable demos or profiles – but you don’t know if they have an immediate need or any interest in your product or service

• Retargeting based on search brings these together to use search query history to signal intent

Making Up For Lost Traffic

• Search– Keyword “Porsche” – Who is it?– How much can we target?– What is that click worth to us?

• Fill in traffic loss with retargeting– Search retargeting– Site retargeting

Search Retargeting Vendors

• Chango• Magnetic• Simpli.fi

Agenda

• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting Will

Transform Your Business • Q&A

Launching a Search Retargeting Program

• Clear Objectives• Targeting• Cost Models• Strategy• Keyword Selection• Testing • Optimization• Analytics

Agenda

• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting Will

Transform Your Business • Q&A

Lessons Learned

• Allocate sufficient resources and time. Without them the lessons will be absent, along with any meaningful results.

• Prepare creative thinking in advance – Creative testing is just as important here

• Don't send potential customers to a site that isn't prepared to receive them.

• Measure results across tactical elements to get an accurate read on the program influence.

• Set conversion metrics, cookie windows, and the measurement of view-through conversions in advance.

• Be wary of micro-targeting to new customers to the exclusion of existing customers unless you've addressed them with other program elements.

Agenda

• Search Retargeting Defined• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting Will

Transform Your Business• Q&A

10 Ways Search Retargeting Will Transform Your Business

1. Search Retargeting provides a hyper –focused, ROI positive addition to your marketing tool box

2. Search Retargeting has the potential to optimize overall marketing spend by reducing and shifting marketing dollars from SEM on expensive keywords

10 Ways Search Retargeting Will Transform Your Business

3. Search and display have synergy, but through Search Retargeting they truly work together – lots of studies suggest a halo effect, but this is the first time it can be quantified effectively

10 Ways Search Retargeting Will Transform Your Business

4. Integration. The value shifts to cross-discipline media folks, rather than silo-ed search or display experts

10 Ways Search Retargeting Will Transform Your Business

5. Consumer ad relevancy is improved as ads are more targeted to their needs. This leads to improved performance and efficiency.

10 Ways Search Retargeting Will Transform Your Business

6. Closes the loop – search retargeting provides a rich set of feedback to understand gaps in SEO and provide further data points for SEM optimization

10 Ways Search Retargeting Will Transform Your Business

7. Takes your search efforts off the search page to reaches consumers on highly competitive keywords that you couldn’t otherwise profitably bid

10 Ways Search Retargeting Will Transform Your Business

8. Creates an opportunity for competitor targeting by focusing on competitor brand terms and marketing phrases

10 Ways Search Retargeting Will Transform Your Business

9. Provides another tool and testing platform

•Attribution vs. single session models

•Additional Search tactic to target users at the top of the funnel

Image courtesy of Eyeblaster

10 Ways Search Retargeting Will Transform Your Business

10.Leverages the concept of behavioral targeting by utilizing search intent as the actual qualifier

10 Ways Search Retargeting Will Transform Your Business

Key Takeaways

1. Search Retargeting is a hybrid model that combines the ability of search queries to signal intent with the targeting capabilities of display media for optimum ROI

2. Planning and implementing a successful search retargeting program requires a new mindset with a truly integrated approach across tactics and within the team

3. Benefits can include:– New opportunities in targeting – Cost savings– Actionable info

Agenda

• Search Retargeting Defined• Foundational Elements• Launching a Program• Tips to Ensure Success• 10 Ways Search Retargeting Will

Transform Your Business• Q&A

CONTACTRobin Neifield CEO, Netplusrn@netplusmarketing.comt 610-897-2382

Thank You.