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Pro-Advanced Retargeting and

RemarketingTips for Being Less Creepy with Google

Tweet This: Let’s talk creepy with @johnwellis #pubcon

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How Companies Learn Your Secrets

Source: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html

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“About a year after Pole created his pregnancy-prediction model, a

man walked into a Target outside Minneapolis and demanded to see

the manager. He was clutching coupons that had been sent

to his daughter, and he was angry. 'My daughter got this in

the mail!' he said. 'She's still in high school, and you're sending her

coupons for baby clothes and cribs? Are you trying to encourage her

to get pregnant?' The manager apologized and then called a few days

later to apologize again but the father was somewhat abashed. 'It turns

out there's been some activities in my house I haven't been completely

aware of. She's due in August. I owe you an apology.‘”

Baby? What Baby?

Source: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html

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Pregnancy Prediction Score

Source: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html

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• Have Children? Toy Catalogs in late November

• Disney World Vacation Discounts for next year

• Abandoned Online Shopping Carts Emailed Coupon Codes

It’s not new… just more noticeable

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Example Walk-Through

Why Remarketing Works

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Ron likes:

Horses

Ropes

Boots

Britney Spears

Rodeo

Why Remarketing Works

Tweet This: Cowboys love Britney #pubcon via @johnwellis

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Why Remarketing Works

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Who has tickets?

Why Remarketing Works

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Nice Site!

Why Remarketing Works

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Where should I sit?

Why Remarketing Works

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Distractions

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Ron likes:

Horses

Ropes

Boots

Britney Spears

Rodeo

Why Remarketing Works

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@JohnWEllis #pubcon

Love Britney? –

Save 20% on tickets

With Coupon Code “toxic”

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Connection

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Pieces of the Remarketing Puzzle

Create Audience

Create Campaign

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3 Remarketing Usages

Practical ways to apply AdWords Remarketing

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3 Remarketing Usages

Tweet This: Stop targeting everyone who visits your site . That’s weird. - @johnwellis #pubcon

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3 Remarketing Usages

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3 Remarketing Usages

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Mainstream Media Concerns

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Source: http://www.nytimes.com/2010/08/30/technology/30adstalk.html

"...it’s a little creepy" “...disturbing...”

"...hounded recently by ads for a dieting service she had used online. ‘They are still following me around, and it makes me feel fat.’ ”

“What is the benefit of freaking customers out?”

Mainstream Media Concerns

Tweet This: Bad retargeting makes people feel fat - @johnwellis #pubcon

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Tips for Being Less Creepy

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Being Less Creepy with Remarketing

Multiple Ad Variations

Leaderboard (728 x 90)

Banner (468 x 60)

Skyscraper (120x600)

Wide Skyscraper (160x600)

Small Square (200 x 200)

Square (250 x 250)

Medium Rectangle (300 x 250)

Large Rectangle (336 x 280)

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Frequency Capping

Being Less Creepy with Remarketing

Tweet This: Use Frequency Capping to “give up” on visitors. - @johnwellis #pubcon

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Combine Audiences

Being Less Creepy with Remarketing

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Remarketing Tips

Start Building an Audience Now

• Email Marketing

• Surveys

• Social Media

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Find Your Audience with Social Media

Landing

Page

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Summary

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Thank You

@JohnWEllis

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Appendix