RETARGETING. A Beginner s Guide to Retargeting 101

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1 RETARGETING A Beginner s Guide to Retargeting 101

2 1 Retargeting 101 Interested in retargeting, but don t know where to start? Allow the following beginner s guide to help you:

3 Retargeting 101 What is Retargeting? Retargeting is the practice of serving ads to users based on prior engagement.

4 Retargeting 101 How retargeting works: When someone visits your website, your retargeting provider will place an anonymous browser cookie. The cookie will store the site visit and when that visitor leaves, that cookie lets your retargeting provider know when that bounced visitor appears on another site. If there is available ad space, your retargeting provider will bid on that space in real-time. If they are the highest bidder, they secure the ad space before the page loads. This entire process occurs within a fraction of a second!

5 2 Why Marketers Should Be Retargeting

6 ReTargeter Retargeting 101 Why Marketers Should Be Retargeting: With retargeting, you can: ENGAGE BE SEEN AWARENESS TARGET Engage with bounced Stay in front of Boost brand Increase ROI by site visitors and prospects as they awareness and stay serving focused ads increase conversions. browse the web. top of mind. to a qualified audience.

7 Why Marketers Should Be Retargeting: Engage with bounced site visitors and increase conversions: Traffic that bounces doesn t have to be the end of the line. By serving retargeted ads to users who already expressed interest in your site, they become part of the purchase funnel, and encourages the next step: conversion. With 90-98% of site visitors simply not converting, retargeting can provide the additional marketing touch points to encourage conversions and drive prospects further down the funnel.

8 Why Marketers Should Be Retargeting: Stay in front of prospects as they browse the web: Potential buyers are likely to do thorough research on all of their options. Retargeting will keep your company in front of those prospects while they evaluate the competition. According to Gleanster, 50% of leads are qualified but not ready to buy. Additional research shows that 35-50% of sales go to the vendor that responds first.

9 Why Marketers Should Be Retargeting: Boost brand awareness and stay top of mind: Retargeting delivers meaningful impressions and drives further consideration by serving display ads to users who previously had little or limited exposure to your brand. 63% of marketers project that the dollars allocated to branding will grow in 2013, with 1 in 5 stating that the increase will exceed 20%, according to a Nielsen study. The same study shows that 61% of marketers are allocating dollars away from direct response to branding.

10 Why Marketers Should Be Retargeting: Increase ROI by serving focused ads to a qualified audience: By only serving ads to people who have expressed interest in your brand, you aren t wasting your budget (and valuable impressions) on users who just won t convert. Targeted ads on a focused audience ensures retargeting increases your ROI. One comscore study found that retargeting campaigns led to a 1046% increase in branded search and a 726% lift in site visitation after four weeks of retargeted ad exposure.

11 3 The Most Common Forms of Retargeting

12 The Most Common Retargeting Practices The most common retargeting practices include: Site Retargeting Retargeting Search Retargeting CRM Retargeting Dynamic Retargeting Facebook Retargeting

13 The Most Common Retargeting Practices Site Retargeting: The practice of serving ads to people who visit your website after they leave.

14 The Most Common Retargeting Practices Retargeting: The practice of serving ads to people who open your s.

15 The Most Common Retargeting Practices Search Retargeting: The practice of serving ads to people who search for one of your keywords while browsing the web.

16 The Most Common Retargeting Practices CRM Retargeting: The practice of serving ads to people with nothing but an or mailing address.

17 The Most Common Retargeting Practices Dynamic Retargeting: The practice of serving ads to people based on prior engagement.

18 The Most Common Retargeting Practices Facebook Retargeting: The practice of serving ads to people who visit your website, on Facebook.

19 4 Retargeting Best Practices

20 Retargeting Best Practices Retargeting best practices include: Frequency Caps Burn Code Rotating Creatives and A/B Testing Audience Segmentation Demographic, Geographic, and Contextual Targeting Setting View-through Conversion Windows Single Provider Retargeting

21 Retargeting Best Practices Frequency Caps: A Frequency Cap will limit the number of times a tagged user will see your ads, preventing potential customers from feeling overwhelmed. ReTargeter typically recommends ads per user per month, but you can work with your retargeting provider to determine what makes most sense for your campaign.

22 Retargeting Best Practices Burn Code: Always use a burn pixel. This snippet of code, placed in your post-transaction page, will untag any users who have made a purchase, ensuring you stop serving them ads.

23 Retargeting Best Practices Rotating Creatives: After seeing the same ads again and again, a user s interest is no longer piqued and ads are more likely to blend into the background. By rotating your ad creative every few months, you can easily avoid experiencing dips in performance.

24 Retargeting Best Practices A/B Test Your Creatives: Simple A/B tests can provide the data you need to run campaigns with highperforming ads. Instead of relying on what you think will work, you can run tests for measurable and actionable results. A/B testing your creatives will help you determine the optimal combination of ad copy, calls-to-action, and graphics.

25 Retargeting Best Practices Audience Segmentation: The process is simple: you place different retargeting pixels on different pages of your site, and then tailor your creatives based on the depth of engagement of each user. Then, tailor ad messages to users in different stages of the purchase funnel.

26 Retargeting Best Practices Demographic, Geographic, and Contextual Targeting: Targeting gives you the opportunity to fine-tune your ad placements, ensure greater relevancy and increasing ad performance. Advertisements can be targeted based on demographic information, like age or gender, contextual factors like subject matter of the website, or geographic data.

27 Retargeting Best Practices Setting View-through Conversion Windows: The view-through conversion window takes into account that some ads don t trigger immediate buying decisions, but can nonetheless influence people to make purchases later, also known as the billboard effect. In the same way a catchy billboard grabs your attention and boosts brand awareness, an online display ad can encourage a later action. There are various practices around the length of a view-through conversion window, some providers will set a 30-day window, but ReTargeter recommends 24 hours. A 24-hour view-through conversion window will provide you with valuable data around the stickiness of your ads, the quality of your ad placements, and your audience s shopping habits, without inflating or overstating your ads effectiveness.

28 Retargeting Best Practices Single Provider Retargeting: If you run with multiple providers, each provider will be bidding for the same spots on the same websites, driving up media costs and decreasing the chances each has to serve ads to your users. You may also run into difficulties effectively implementing frequency caps, as each retargeting provider will be operating independently

29 5 Your How Retargeting Fits Into Marketing Strategy

30 How to Fit Retargeting Into Your Marketing Strategy

31 How to Fit Retargeting Into Your Marketing Strategy Retargeting serves as a valuable component of an integrated marketing strategy, and will be most successful when used in conjunction with other efforts.

32 How to Fit Retargeting Into Your Marketing Strategy Retargeting and your Website: Over 95% of users leave websites without converting. Retargeting keeps your brand top of mind among those users, bringing them back to your site, and improving conversion rates. Site retargeting allows you to serve display ads to people who visited your site, but left without completing a purchase, filling out a lead form, or taking some other desired action.

33 How to Fit Retargeting Into Your Marketing Strategy Retargeting and The ability to keep your list s attention is more important than ever. The way users interact with has changed significantly, with people spending less and less time opening and browsing marketing s. retargeting serves ads to everyone who opens your s, which gives you a second change to re-engage users who aren t heavily engaging with your s.

34 How to Fit Retargeting Into Your Marketing Strategy Retargeting and Content: Producing valuable content (that isn t self-promotional) will drive traffic, build readership, and increase brand credibility and awareness. Retargeting can help convert blog readers, white paper readers, and webinar watchers. By placing a simple retargeting code on your blog, as well as any dedicated landing pages you use for webinars and white papers, you can stay in front of everyone who interested in your content.

35 How to Fit Retargeting Into Your Marketing Strategy Retargeting and Content: Producing valuable content (that isn t self-promotional) will drive traffic, build readership, and increase brand credibility and awareness. Retargeting can help convert blog readers, white paper readers, and webinar watchers. By placing a simple retargeting code on your blog, as well as any dedicated landing pages you use for webinars and white papers, you can stay in front of everyone who interested in your content.

36 How to Fit Retargeting Into Your Marketing Strategy Retargeting and Social: Many marketers leverage social media to expand reach and drive traffic to their site. You can then use retargeting to stay in touch with social media audiences across web. How? By placing a retargeting code on the landing pages you share via social, you can stay in front of everyone engaged with your social content.

37 How to Fit Retargeting Into Your Marketing Strategy Retargeting and Events: Retargeting can drive awareness and increase ticket sales for your events. You can serve display ads promoting an upcoming event to people who have visited your website, opened your , or even attended one of your events in the past. You can also use retargeting to offer related promotions, deals, and discounts, and ultimately, keep engagement high even after an event has passed. Conferences will often use this technique to encourage event attendees to register early for the upcoming year or to boost awareness for a smaller, lesser-known event.

38 How to Fit Retargeting Into Your Marketing Strategy Retargeting and PPC: Your PPC campaigns are driving traffic to your site or specific landing pages. Your site and landing pages can have retargeting pixels. Then, when people visit your site or landing pages but don t convert, you can still serve them retargeted ads across the web. Retargeting gets you more out of your PPC campaigns by brining back bounced traffic and encouraging conversions.

39 6 Retargeting? How Can You Benefit From

40 Can You Benefit From Retargeting? Can you benefit from retargeting? Retargeting can be effective for both B2B and B2C marketers. Ecommerce companies can benefit from retargeting by bringing back bounced traffic and shoppers who have abandoned their carts. B2B companies can stay in front of leads during longer purchase cycles. If you have a website and you re not seeing 100% conversion rates, you re a good candidate for retargeting!

41 7 What Kind of Retargeting Provider is Best?

42 What Kind of Retargeting Provider is Best? Select a retargeting provider that best suits your needs: Full-service or Self-serve?

43 Full-Service or Self-Serve? Benefits of self-serve retargeting: Manage your campaign in its entirety. Optimize your own spend across networks. Avoid built-in costs for account management.

44 Full-Service or Self-Serve? Benefits of full-service retargeting: Leave your campaign in expert hands. Reporting is provided for you Campaigns are optimized to ensure you receive the highest returns Larger financial investment, but a smaller resource investment

45 Retargeting is highly effective and easy to integrate with your existing marketing efforts. Get started today! Contact Us ReTargeter.com 33 New Montgomery St. Suite 1150 (415)

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