Why bringing back prospective customers who have shown interest in our product in their earlier interactions is crucial in the internet media. Basics of Online Retargeting

1. Remarketing
By Nidhish Alex
SEMC Marketing Team
http://www.semchennai.com

2. Bringing back prospective customers
who have shown interest in our product
in their earlier interactions.
SEMC Digital Marketing Team visit:
www.semchennai.com
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09/06/2012

3. Overview
– Do you know only less than 10% of customers convert in their first
visit?
– Out of every 100 purchases on deals.sulekha.com, only 44 are from
first time visitors.
– Note: This also include purchases from returning visitors after
30 days look back period.
– About 20% of transactions on deals.sulekha.com required more than
one session to complete a transaction.
SEMC Digital Marketing Team visit:
www.semchennai.com
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4. INTRODUCTION
Why remarketing is important?
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5. Types of remarketing
– Search remarketing
– Behavioral remarketing
How to remarket in a multichannel
environment?
– Through banners in
display/content networks
• Users those who have
searched a keyword/niche
related to the targeted
keyword.
– Through emails/SMS
• Possible only if the customer is
signed in & we have their
email ID, SMS
– Through display banners
• Users who visited a web page
• Can retarget unregistered
users as well
SEMC Digital Marketing Team visit:
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09/06/2012

6. BEHAVIORAL REMARKETING
Identifying the users to be targeted!
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7. Behavioral retargeting
Can retarget someone
– Actions: Who has clicked on a link in an email.
– Interactions: Who has visited a landing page from an ad.
– Transactions: Who bought a product and now is ready to hear about
the upgrade.
SEMC Digital Marketing Team visit:
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09/06/2012

8. The behavioral retargeting story
A prospective customer exited
from a product page
Bring back the customer with a
discount offer
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9. The behavioral retargeting story
Remarketing approach
Place your discount banner
wherever the customer goes.
Where to remarket?
Favorite websites
Mailboxes of customers
News portals
Media sites
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10. THE TECHNICAL SIDE
How its done at the backend?
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11. Cookies to identify user behavior
• Types of cookies
– Remarketing cookies with unique IDs for each remarketing campaign
to track the navigational flow of the visitor.
– Conversion cookies to identify converted users.
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12. The phases of remarketing
• The customer visits the site for the first time
• Behavioral rules are applied to identify the right user
• Appropriate ads served based on the rules & cookies.
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13. – Visitor phase-online : The customer visits the site for the first time
• A custom generated java script code downloaded from the ad
serving platform has to be placed in all identified landing pages in
the website.
• Every visit to a landing page or to an identified page in the
navigational funnel drops a remarketing cookie in the client
machine.
• Every converted visit drops a conversion cookie in the client
machine.
SEMC Digital Marketing Team visit:
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09/06/2012

14. – Visitor phase-offline
• Remarketing lists are created by categorizing users with a set of
rules based on these cookies.
• Eg. Rules:
» Product 1 page – thank you page=>show a product
specific ad
» Buy now page- thank you page=> show exclusive
offers/discounts
» Home page-thank you page=> brand specific ads-
subliminal remarketing
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15. – Ad serving phase
• Customer visits a website opted in the ad publishing network.
• Ad servers decide the creative to be displayed to the user based
on the bidding preferences of the advertiser and the cookies set in
the client machine.
SEMC Digital Marketing Team visit:
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09/06/2012

16. Why some remarketing campaigns fail?
• Deemphasizing the lower funnel
– Missing out opportunity in the lead nurturing phase.
– Failure to connect with the existing/dropped off customers using
special discounts/exclusive offers.
• No filtering: Running expensive campaigns targeting the wider funnel
which in turn increase the ROI of the campaign.
• Un segmented remarketing lists: Same messaging irrespective of the
visited/exit page.
• Common creative: Using a common creative irrespective of the targeted
user.
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www.semchennai.com
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17. Ad management
• Concerns
– Remarketing scripts has to be updated whenever there is a change in
the navigational flow of the website.
– Having separate cookies for each remarketing platform creates
concern over sharing the regular traffic between ad networks.
– The CPA based attribution model do not work.
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18. • How an Ad management platform address the above concerns?
– No need for HTML edits after initial setup.
– The navigation funnel is well defined with categories.
– The attribution model will be clear.
– Quick & Easy reporting of CPA & ROI based performance metrics.
– A common cookie set that can be shared between mediums which in
turn helps to remarket between channels.
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19. Pricing models
• Search remarketing works on a CPC model.
• Behavioral remarketing works on a CPM, CPC, CPA models varying with the
ad serving platforms.
• Most ad platforms offer CPC only to their high value customers.
• The trickiest part of CPA is that view through conversions also get counted
as conversions.
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20. A successful remarketing campaign requires more than just science, it is
most productive when the art of persuasive creative's is applied to the
science.
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21. Thank You
SEMC Marketing
www.semchennai.com