Retargeting is widely used, but are you using it correctly? Check out my presentation to get ideas of what lists to build, how to use them, and my retargeting commandments.
6. Audience Creation Method
Why Leverage Both
• Cookies can be cleared.
• Tracking hiccups.
• Cookie windows.
• Unconventional customers.
7. What Lists to Build
Retargeting Strategies | @michellemsem
8. What Audiences to Build
Who Should You
Retarget?
• All retargeting decisions should be
dependent on the client/company.
• Not all companies should retarget the
same groups of people.
• Should be done by answering a series of
questions.
9. What Audiences to Build
What is Important to Your Business?
• What actions are desired on your site?
• What are your conversion actions?
• How long would someone need to stay on your site to understand your product?
• Are there pages that indicate a greater chance or purchase?
• Are there multiple stages to your purchase cycle?
• How long is your sales cycle?
• What constitutes a large purchase?
• Do you have repeat customers or is your offer a one time thing?
• Do you need to target people within certain timing windows?
• How engaged is an average customer on your site?
• Who are your target personas?
10. What Audiences to Build
Not All Audiences Should Target Desirables
• What actions are undesirable on your site?
• Who are your visitors that haven’t converted?
• How short of a visit is too short?
• Are there pages that indicate a lower propensity to purchase?
• What constitutes a small purchase?
• Did this person return the product?
• How long until you determine someone is no longer interested?
• What constitutes a poor visit to your site?
• Who are your people outside of your target personas?
15. RLSA
Campaign Strategy: Pros & Cons
• Bid Modifiers
• Slimmer account profile
• Lower control over everything
• Data blended with net new users
• Leverages all the same keywords
• Better for lower volume accounts
• Separate Campaigns
• Bulkier account
• More control over all aspects
• Data is segmented by list
• Can deviate in keyword strategy
• Better for higher volume accounts
16. Reaching Farther w/ New Keywords
Have Further Reach with Prequalified Users
• Utilize keywords that might be outside of your normal keyword strategy but can
work for someone already familiar with you.
• These can be anything from competitor names, to substitute products, to top of
funnel keywords.
• Stay top of mind on relevant searches to ensure this potential customer
understands your full range.
17. Reaching Farther with DSA
Expand Beyond Your Current Keyword Lists
• Similar to expanding your keyword set
• Use to reengage folks with an relevant portion of your site.
• BONUS: I’ll be speaking on DSA at 2 if you need some new ideas.
19. Query Mapping for Audiences
What is Prioritization?
• Ensuring higher priority
audiences are given priority
over others.
• Can be customized for any
account strategy.
Why You Should Prioritize
• Message Match.
• Audience Analysis.
• Management/Optimization.
• Frequency Control.
31. Leveraging Other Channels
Leverage Social Targets Across
Platforms
• Demographics
• Income Levels
• Company Targets (ABM)
• Job Titles
• Frequent Travelers
• Getting Married Soon
• Home Owners
• Military Veterans
32. Leveraging Other Channels
Making It Happen
• Be particular with UTMs.
• Make clear audience assignments.
• Be consistent across channels.