Talk by Dax Hamman at SES Conference & Expo in London, February 2012, on Remarketing & Retargeting

1. London | 20–24 Feb, 2012 | #seslondon
Is Retargeting Right for You?
Chango / @chango
Dax Hamman / @daxhamman

2. London | 20–24 Feb, 2012 | #seslondon
Yes.
@daxhamman / @chango

3. London | 20–24 Feb, 2012 | #seslondon
But...
@daxhamman / @chango

4. London | 20–24 Feb, 2012 | #seslondon
@daxhamman / @chango

5. London | 20–24 Feb, 2012 | #seslondon
Don’t...
@daxhamman / @chango

6. London | 20–24 Feb, 2012 | #seslondon

7. London | 20–24 Feb, 2012 | #seslondon
If my mum...
@daxhamman / @chango

8. London | 20–24 Feb, 2012 | #seslondon
(“You shalt thou count to seven, no more, no less. Seven shall be the number thou shalt count, and the number
of the counting shall be seven. Eight shalt thou not count, neither count thou six, excepting that thou then
proceed to seven. Ten is right out.” – Monty Python)
@daxhamman / @chango

9. London | 20–24 Feb, 2012 | #seslondon

10. London | 20–24 Feb, 2012 | #seslondon
Another view of the world

11. The 7 effective types of Retargeting
High Resolution Image : chango.com/blog/7typesofretargeting

12. London | 20–24 Feb, 2012 | #seslondon
Search retargeting: The leaky SEM funnel
@daxhamman / @chango

13. London | 20–24 Feb, 2012 | #seslondon
@daxhamman / @chango

14. London | 20–24 Feb, 2012 | #seslondon
Which cork, which leak?
The right tool for the job
SearchRT: Top of funnel prospecting
SearchRT: Brand and competitor terms targeting
SearchRT: Supplement SEM head terms
SiteRT: Keep communication open from site visit
SearchRT: Be present during the research phase
Search RT: Message to a consumer about to convert
SiteRT: Win back visitors who have abandoned
@daxhamman / @chango

15. London | 20–24 Feb, 2012 | #seslondon
The importance of granularity
Search retargeting is effective because it targets only those
individuals who are searching for your terms.
Treats every search event as an individual – do not bucket our keywords back into segments. In a
recent retail case study the following data illustrates the need to bid on each keyword uniquely –
just like search. (chango.com/blog)
Phrase CTR Optimize your campaign
Clothes shop 0.87% to the keyword level, and
Clothes shopping 0.25% report back in this way
Shoes 0.11% too.
Shoes mens 0.16%
Mens shoes 0.21%
@daxhamman / @chango

16. London | 20–24 Feb, 2012 | #seslondon
@daxhamman / @chango

17. London | 20–24 Feb, 2012 | #seslondon
The PSA report
@daxhamman / @chango

18. London | 20–24 Feb, 2012 | #seslondon
SEM Order ID
1. Track
Display Order ID
2. Measure
SEM = $4,000
Display = $5,000
SEM and display = $1,000
Overlap = $1k / $10k = 10%
@daxhamman / @chango

19. London | 20–24 Feb, 2012 | #seslondon
@daxhamman / @chango

20. “Thank you!”
Retargeting Exposed: Not Another
Whitepaper About Retargeting!
http://www.chango.com/whitepaper/not-
another-white-paper-on-retargeting
Or email dax@chango.com for a copy
Find us: @chango / Daxthink.com / @daxhamman