Priscilla Selwine gives a presentation on remarketing basics and strategies. She defines remarketing as targeting individuals who have previously visited a website. There are six main types of remarketing: site, search, social, email, content, and SEM/SEO. Best practices for remarketing include segmenting visitors and mapping conversions. Common mistakes to avoid are over-targeting, saturating users, and retargeting all visitors instead of just prospects.

1. Remarketing 101 : Basics and Strategies
Priscilla Selwine | Sr Business Manager | July 25 2012
© 2012 Regalix Inc. Confidential, All Rights Reserved

2. About Priscilla
Marketing and advertising professional with over 8 years of experience
Manages both B2B and B2C clients in helping them leverage the Internet to
achieve their marketing goals and objectives.
Masters in Business Administration (Marketing) and a Graduation in Mass
Media with a specialization in Advertising.
© 2012 Regalix Inc. Confidential, All Rights Reserved

3. Number crunching
1. 56.2% - online shopping cart
abandonment*
2. 61.2% - items in shopping cart left
behind without purchase*
3. Retargeted customers are 70% more
likely to convert and will spend over 50%
more than the average visitor**
© 2012 Regalix Inc. Confidential, All Rights Reserved Source: *Experian marketing | ** SEOMoz

4. Remarketing : how does it work?
Ad Network Era Media Exchanges Era
Media Planner Era
Inventory 1 Inventory 2 Real Time Bidding
Media site list
platforms-
© 2012 Regalix Inc. Confidential, All Rights Reserved

5. So what is remarketing .
“ It’s a form of marketing in which
you target users who have previously
visited your website
”
The Old
“ the process of identifying an
individual who has done something
you have defined
The New
”
© 2012 Regalix Inc. Confidential, All Rights Reserved

6. 6 types of remarketing : Site
Works by placing a pixel on your
Social Search website and tagging visitors
remarketing remarketing
used effectively by ecommerce
website to manage shopping cart
Content Site
remarketing remarketing abandonment.
More an optimization tool than a
Email SEO/ SEM
customer acquisition tool.
remarketing remarketing
© 2012 Regalix Inc. Confidential, All Rights Reserved

7. Site Remarketing scenarios
© 2012 Regalix Inc. Confidential, All Rights Reserved

8. 6 types of remarketing : SEM/ SEO
Subset of Site targeting
Adds in another behavioral
Social Search
remarketing remarketing
dimension of the keyword that the
user used before coming to the
website.
Content Site
remarketing remarketing
Email SEO/ SEM
remarketing remarketing
© 2012 Regalix Inc. Confidential, All Rights Reserved
Ref : Chango.com

9. 6 types of remarketing: Email
Involved sending an email message
based on action taken on the
Social Search website/ emailer sent.
remarketing remarketing
Content Site
remarketing remarketing
Email SEO/ SEM
remarketing remarketing
© 2012 Regalix Inc. Confidential, All Rights Reserved

10. 6 types of remarketing : Content
Works by placing your pixel on a
third party site which displays your
Social Search content.
remarketing remarketing
i.e…whitepapers on third party
sites, video / rich media
Content Site
remarketing remarketing advertising.
Email SEO/ SEM
remarketing remarketing
© 2012 Regalix Inc. Confidential, All Rights Reserved

11. 6 types of remarketing : Social
Finding those who are socially
similar to your customers.
Social Search
remarketing remarketing
Typically done by looking at
shared content.
Content Site
remarketing remarketing
Email SEO/ SEM
remarketing remarketing
© 2012 Regalix Inc. Confidential, All Rights Reserved

12. 6 types of remarketing : Search
Based on recent searches done on
Social Search major search engines or website
remarketing remarketing
Targets visitors who have not been
to your website
Content Site
remarketing remarketing remarketing the action of doing a
search on google. – acquisition
Email SEO/ SEM based remarketing method.
remarketing remarketing
no restriction on competition term
targeting.
© 2012 Regalix Inc. Confidential, All Rights Reserved

13. Search Remarketing how it works
© 2012 Regalix Inc. Confidential, All Rights Reserved
Ref : Chango.com

14. Best Practices to incorporate
Segment sections on your website basis the buying cycle i.e… About us page
– exploratory phase, shopping cart – buying phase, compare pricing –
evaluation phase.
Segment your visitors based on behavior and source. E.g.. Intent of users
coming through search is higher than those who viewyour product on third
party websites.
Tag users based on action performed on the website i.e.. treat Casual users
differently from informed users.
Map out the ‘mini-conversions’ on your website e.g.. Free trial, download
etc… and define a separate strategyto convert these users
© 2012 Regalix Inc. Confidential, All Rights Reserved

15. Best Practices to incorporate
Define your communication strategybased on website segments and user
interaction. e.g.. Coupon code vs product reminder vs discount
Define your bidding strategy to manage ROI better e.g…bid lower on casual
users and higher on shopping cart deserters.
Create negative lists in your remarketing campaigns – add converted users to
the negative list.
© 2012 Regalix Inc. Confidential, All Rights Reserved

16. Common Mistakes to Avoid
Ensure you have the right attribution model – first source Vs last source.
Avoid ‘over – targeting’ – set up frequencycaps
Don’t invest in multiple remarketing solutions - Accuracyis more
important than scale
Don’t saturate your users browsing experience - set a maximum period of
time for re-targeting based on the user buying cycle
Don’t retarget everyone – map intent of prospects based on source and
action taken on your assets (website, landing pages, download forms)
Knowyour media reach – larger the network isn’t necessarily good.
© 2012 Regalix Inc. Confidential, All Rights Reserved

17. © 2012 Regalix Inc. Confidential, All Rights Reserved

18. Get in Touch
Forefront of Innovation visit: www.regalix.com
Digital Marketing Services
TechnologyEnabled Services If you have any questions about this webinar please
Regalix Labs feel free to get in touch with the speaker Priscilla
Selwine, pselwine@ regalix-inc.com
Multi-disciplinaryLeadership Team & Strong Advisory
Board, 175+ Team
For a free evaluation of your website / ecommerce
portal, please get in touch with Ritu Josan,
Fortune 500 and Venture Backed Customers (B2B and
rjosan@ regalix-inc.com
B2C)
Global Operations: HQ in Silicon Valley, 4 Offices
IndustryRecognition
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