Since 1999, we’ve been at the forefront of the search and performance media industry. It’s an industry which has grown up and evolved at such pace that, every now and then, we like to take a little breather and impart some of that knowledge contained within Huskies. Although a maturing industry, there are still questions around retargeting (or ‘remarketing’ as Google have stamped it) and how to get the best out of it. With that in mind, we’ve decided to put this SlideShare together to showcase what a well thought-out retargeting strategy looks like, how you should approach the development of such and what it can achieve. We’ve all been stalked by random ads for food blenders and sports bras at one stage or another. Truth is, this is often the only perception of what retargeting is to some. For those involved in campaign set-up, there will always be those who simply think it’s just a case of adding a pixel to your site and sitting back. In both cases, a poorly strategised and managed campaign can do more harm than good. So let’s make the world a better place through clever retargeting - for you and your audience!

1. HOW TO RECHARGE YOUR
RETARGETING CAMPAIGNS
David O’Rorke, Performance Media Manager

2. FOOD BLENDERS & SPORTS BRAS
Since 1999, we’ve been at the forefront of the search and performance media industry. It’s
an industry which has grown up and evolved at such pace that, every now and then, we
like to take a little breather and impart some of that knowledge contained within Huskies.
Although a maturing industry, there are still questions around retargeting (or
‘remarketing’ as Google have stamped it) and how to get the best out of it. With that in
mind, we’ve decided to put this SlideShare together to showcase what a well thought-out
retargeting strategy looks like, how you should approach the development of such and
what it can achieve.
We’ve all been stalked by random ads for food blenders and sports bras at one stage or
another. Truth is, this is often the only perception of what retargeting is to some. For those
involved in campaign set-up, there will always be those who simply think it’s just a case of
adding a pixel to your site and sitting back. In both cases, a poorly strategised and
managed campaign can do more harm than good.
So let’s make the world a better place through clever retargeting - for you and your
audience!

3. Retargeting (also known as behavioural
retargeting) is a form of online targeted
advertising by which online advertising
is delivered to consumers based on
previous Internet actions that did not in
the past result in a conversion.

4. WHAT IS RETARGETING?
Retargeting is a powerful tool for:
1. Reaching out to shopping cart abandoners
2. Upselling & cross selling
3. Content distribution
4. Lead generation
5. Engaging directly with your website visitors across social media
6. Ensuring your brand stays top-of-mind among your customers

5. WHAT RETARGETING IS NOT
Following your website visitors
around the internet
Spamming them until they
come back and complete a
desired action

6. • The Buyer Decision Process is the decision-making processes undertaken by
consumers in regard to a potential market transaction before, during, and
after the purchase of a product or service.
• These stages were first introduced by John Dewey in 1910 and still stand true
today.
1. Problem/Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behaviour
WHY IS RETARGETING IMPORTANT?
This is where
retargeting fits in

7. 5% OF YOUR SITE
VISITORS CONVERT,
95% LEAVE….

8. SOME RETARGETING
BEST PRACTICES…

9. ALWAYS
1. Test frequency cap changes
2. Always use a burn pixel, i.e. add converted users to a new retargeting list
3. A/B test creative
4. Segment your audience
5. Use the right mix of demographic, geographic & keyword contextual
targeting
6. Define a conversion window for post click, post view conversions

10. DISPLAY RETARGETING
• Your website may have a 5% conversion rate, but this
means that 95% of all site visitors are potentially lost
and may end up choosing a competitor’s product or
service over yours.
• Website retargeting lets you serve display ads to
people who have visited your site, but left without
completing a desired action.
• Display retargeting is perfect for bringing users back
to your site and prompting them to complete a
purchase. These previous site visitors are cheaper to
target than acquiring a new customer from scratch.
They are also far more likely to convert and more
receptive to brand messaging because you know they
are interested!
• A customer may have stopped consciously searching
for your product (or a product within that category),
but display ads help keep your brand positioned at
the top of their mind.

11. CUSTOM LIST / CRM RETARGETING
• With retargeting you can target users based on their email addresses. These
may come from your:
– CRM System
– A lead generation capture form on your site
– Shopping cart abandoners
• You can retarget these groups of people with emails or alternatively they can
be reached across social channels.
• Targeting a defined list of users is an extremely cheap and effective way to
cross/upsell your products, reach out to people that were close to converting
and increase awareness of new offers on your website.
• Another benefit of this type of retargeting is that it can create awareness of
your social channels.

12. DYNAMIC REMARKETING
• Dynamic remarketing lets you
automatically create customised ads that
connect with shoppers by reminding
them of items they've seen or bought in
the past on your site and suggesting
other products they might like.
• These campaigns can be run across:
– Display
– Social
– Email
• Dynamic retargeting campaigns can
have CTRs 450% than conventional
retargeting campaigns*
* http://www.thinkwithgoogle.com/products/dynamic-remarketing-for-retail.html

13. ADWORDS - RFSA
• Remarketing for Search Ads (RFSA) let you show ads to users that have
previously visited your website and then gone back to Google to search further
before making a purchase. We are able to retarget these users based on a
keyword list of our choosing.
• RFSA lets us bid on a wider range of generic keywords. We can also bid more
aggressively for keywords that may otherwise be too expensive.
• RSFA ads also let us target users that have already made purchases on the
website. For example, if someone has purchased a pair of football boots on
your site and 3 weeks later decide they want to buy of pair shin guards online,
we are able to make sure that we show up first on the search engine results
page when they search for ‘shin guards’.
• A successful RFSA campaign should be built on a foundation of well thought
out remarketing lists in Google AdWords and analytics.

14. ADWORDS - SIMILAR AUDIENCE LISTS
• AdWords looks at browsing activity on Display Network sites over the last
30 days and uses this, along with their contextual engine, to understand
the shared interests and characteristics of the people in our remarketing
lists. Based on this information, AdWords automatically finds new
potential customers whose interests and characteristics are similar to
those of people in your remarketing list.
• Similar audience lists should always be tested as part of a separate
campaign. They should be viewed as an extension of your existing display
strategy.
• Performance of these campaigns tend to vary drastically from client to
client.

15. ADWORDS – VIDEO RETARGETING
• AdWords for video lets you run video retargeting
campaigns across YouTube.
• These campaigns let you push out video content to
your site visitors as they are browsing YouTube.
• We have had great success with video retargeting for
some of our lead generation clients in particular. It’s a
great way of ensuring that your videos are being seen
by an audience that is interested in the content.
• You can overlay other AdWords targeting on top of
your remarketing lists to ensure that only the right
people are being show your video ads. These include:
– Demographic
– Geographic
– Interest & Category

16. SOCIAL RETARGETING
• In 2013, advertisers could, for the first time, run retargeting campaigns across both
Twitter and Facebook.
• Social retargeting campaigns make it possible to leverage all of the benefits of
display retargeting, but with added social benefits:
– Speak with, not just at your consumers
– Increase awareness and engagement with your social channels
– Showcase your content in more ways than just display ads
– Creative is generally cheaper to develop for social campaigns
– Almost unlimited ad inventory – more pageviews than GDN
– Cheaper CPCs in general
Social retargeting is more about engagement on the particular platform, than
sending users back to your website.

17. SOCIAL RETARGETING
• Huskies use AdRoll as our preferred social retargeting platform. Working with
AdRoll opens up a variety of exclusive options including:
– Cross-device, cross-platform retargeting
– Dynamic Liquid retargeting ads on Facebook (similar to dynamic
remarketing ads for AdWords).
– Mobile retargeting. Reach desktop visitors as they browse Facebook or
Twitter on their mobile devices (perfect for app download campaigns).

18. EMAIL RETARGETING
• No matter how many landing pages you may have optimised or how many offers you’ve
sent, customers are still going to abandon their shopping carts. With abandonment emails
you can reengage these customers and nudge them to come back to and complete their
purchase.
• Some ways email retargeting can work well:
– Capture an email address early at the beginning of your sales funnel
– Exclusive offers to those users that were close to the final purchase, i.e. free shipping
– Highlight your returns policy
– Split test your email follow up timings
– Use descriptive email subject lines. Quite often, this is the best way to get the
attention of a user.
– Showcase the abandoned item in the email body
– Include a link to drop the user back into their shopping cart
– Recommend additional or similar items
– Include an email opt out at the bottom

19. CONTENT DISTRIBUTION
• Retargeting can work as a method of content
distribution.
• It can also help turn your blog readers into your
customers.
• If people are consuming your content already, it
makes sense that they will be interested in follow
up content or related whitepapers for example.
• With a clever retargeting strategy you can segment
your blog readers based on the types on content
they are interested in. From here, you can use
these lists as a means to distribute any new pieces
of content or even show them products based on
their interest category.
• Content can be distributed using display, RFSA,
social networks and email.

20. RETARGETING CHEAT SHEET
Display Build your remarketing lists in Google Analytics
Custom List / CRM
Split test email copy and creative - find the messaging that works for you -
Build for mobile
Dynamic Remarketing Don't overcomplicate the creative
AdWords - RFSA
Play around with custom combinations & be as granular as possible with your
list building
AdWords - Similar Audiences
Use this campaign to identify managed website placements for other display
campaigns
AdWords - Video Retargeting
There is no magic formula when it comes to frequency caps. Find the one that
works for you. But remember, DON'T be spammy
Social Retargeting
Don't just send visitors back to your website. Social retargeting is great for
acquiring valuable fans and leveraging the tools available across social
networks
Email Retargeting Capture customer email addresses as early in the purchase funnel as possible
Content Distribution
Categorise your site visitors into interest buckets. This way you can seed
content to your users based on their interests and be more efficient with your
media spend

21. OTHER TIPS
• Cross / Upsell – Showcase related items to already converted users
• Lead nurturing – Keep your brand at the top of a prospects mind
• Location based – Tailor your message to suit your audience
• Device type – Tailor your message to suit the device type
• Repeat customers - Tailor your message depending on the customer profile,
e.g. special offers or discounts.
• Isolate site visitors based on traffic source – i.e. visitors from a premium
display campaign could be segmented and retargeted separately so that more
value can be extracted from the original media buy.

22. IN CONCLUSION
• Advertisers often over simplify retargeting campaigns and overlook the
importance of the role they can play in the purchase cycle of a consumer.
• A well thought out strategy can leverage all aspects of your online activity
and, at the same time, increase the likelihood of turning your site visitors
into actual customers.

23. Thank You
INTHECOMPANYOFHUSKIES.COM