The closing presentation of SearchExchange 2012, given by @bigalittlea of @SEERinteractive.

1. people hate retargeting
5 bad habits and how to fix
them

2. Aaron Levy (@bigalittlea)
@bigalittlea
aaron levy

3. @seerinteractive
@SEERinteractive

4. @bigalittlea
i’m gonna start with a
sad love story

5. @bigalittlea
i met a girl last month…

6. On The SERPs @zooeydeschane
l

7. @bigalittlea
i called her the second i got home

8. @bigalittlea
but she didn’t answer!

9. @bigalittlea
so i called again

10. @bigalittlea
and again

11. @bigalittlea
and again and again
and again
and again
and again
and again
and again
and again

12. @bigalittlea
then i called the next day 13 or 14
times

13. @bigalittlea
i went all the same places she did!

14. @bigalittlea

15. @bigalittlea

16. @bigalittlea

17. @bigalittlea
i did this for 30 days straight

18. @bigalittlea
I keep leaving her messages!
but it didn’t
work 

19. @bigalittlea
uhhhh...

20. @bigalittlea
can’t imagine why that didn’t work…

22. @bigalittlea
so why do we do that to customers?

23. @bigalittlea
note: there is no possible way to
take the creepy out of retargeting

24. #1

25. @bigalittlea
it just keeps going and going and going
and going and going and going and going
and going and going and going and going
and going and going and going and going
and going and going and going and going
and going and going and going

26. @bigalittlea
the default cookie length for most
retargeting providers is 30 days

27. @bigalittlea
the maximum cookie length in AdWords is
540 days (!!!!!)

28. @bigalittlea
how long should you chase the one that
got away?

29. @bigalittlea
hint: you already have the data

30. @bigalittlea

31. @bigalittlea
75% of conversions occurred within a day
of the first visit (you’ll get these guys
anyway)

32. @bigalittlea
that leaves us with another 25% of people
to bug

33. @bigalittlea
50% of latent conversions (88% of all
conversions) occurred within 7 days of first
touch

34. @bigalittlea
70% of latent conversions (>90% of all
conversions) occurred within 14 days

35. @bigalittlea
how much money do you really want to
spend to capture a few additional
stragglers?

36. @bigalittlea
#2

37. @bigalittlea
it burns bridges

38. @bigalittlea
how much money do you spend
retargeting current customers?

40. @bigalittlea
i opened an account a few weeks ago
(interest rates, how shiny!)

41. @bigalittlea
i log into my account a few times a week
to check on my billions*
*…hundreds

42. @bigalittlea
yet…

47. @bigalittlea
i already gave you my money

48. @bigalittlea

49. @bigalittlea
tag converters (obviously)

50. @bigalittlea
tag login pages

51. @bigalittlea
better yet, tag log out pages

52. @bigalittlea
tag career opportunities

53. @bigalittlea
tag affiliate pages (if you have affiliates)

54. @bigalittlea
spend your money on people who are likely
to spend their money

55. #3

56. @bigalittlea
use impression caps!!

57. @bigalittlea
use impression caps!!

58. #4

59. @bigalittlea
lets do a little math with your new
frequency caps (15/day for this example)
and 14 day cookie window
you have one set of creative

60. @bigalittlea
a user will see the same ad
210 times

61. @bigalittlea
loved these guys the first 264 times I saw ‘em

62. Y U NO MAKE NEW AD

63. @bigalittlea
please invest in creative development or
else…

64. @bigalittlea

65. @bigalittlea
keep your ads fresh
set up the same audience with different
lengths. exclude the shorter length
audiences from the longer ones

66. @bigalittlea

67. @bigalittlea
#5

68. @bigalittlea
the audience already knows a lot
about you

69. @bigalittlea
are you telling them anything new?

70. @bigalittlea
don‘t just send your audience back where
they came from

71. @bigalittlea
try sending people to retargeting
specific landing pages

72. @bigalittlea
and don’t you dare just recycle your
paid search ads

73. @bigalittlea
#1: never ending
#2: bothersome
#3: annoying
#4: repetitive
#5: boring

74. @bigalittlea
#1: manage your cookie lengths
#2: cut out current customers
#3: don’t be a broken record
#4: invest in image assets
#5: tell a new story

77. @bigalittlea
users becoming conditioned to abandon
the cart for discounts

78. @bigalittlea
are giving 20% off to someone who would
purchase anyway?

80. @bigalittlea
are you getting new conversions or paying
for the old ones?