Retargetting 101

Remarketing 101 : Basics and Strategies
Priscilla Selwine | Sr Business Manager | July 25 2012

© 2012 Regalix Inc. Confidential, All Rights Reserved

About Priscilla

 Marketing and advertising professional with over 8 years of experience
 Manages both B2B and B2C clients in helping them leverage the Internet to
achieve their marketing goals and objectives.
 Masters in Business Administration (Marketing) and a Graduation in Mass
Media with a specialization in Advertising.


Number crunching

1. 56.2% - online shopping cart
abandonment*
2. 61.2% - items in shopping cart left
behind without purchase*
3. Retargeted customers are 70% more
likely to convert and will spend over 50%
more than the average visitor**

Source: *Experian marketing | ** SEOMoz

Remarketing : how does it work?

Ad Network Era Media Exchanges Era
Media Planner Era

Inventory 1 Inventory 2 Real Time Bidding
Media site list
platforms-


So what is remarketing….

“ It‟s a form of marketing in which
you target users who have previously
visited your website
”
The Old

“ the process of identifying an
individual who has done something

”
you have defined

The New


6 types of remarketing : Site

Works by placing a pixel on your

Social Search website and tagging visitors
remarketing remarketing
 used effectively by ecommerce
website to manage shopping cart
Content Site
remarketing remarketing abandonment.
 More an optimization tool than a

Email SEO/ SEM customer acquisition tool.


Site Remarketing scenarios


6 types of remarketing : SEM/ SEO
 Subset of Site targeting
 Adds in another behavioral
Social Search
dimension of the keyword that the
user used before coming to the
website.
Content Site

Email SEO/ SEM

Ref : Chango.com

6 types of remarketing: Email
 Involved sending an email message
based on action taken on the
Social Search website/ emailer sent.

Content Site

Email SEO/ SEM


6 types of remarketing : Content
 Works by placing your pixel on a
third party site which displays your
Social Search content.
i.e…whitepapers on third party
sites, video / rich media
Content Site
remarketing remarketing advertising.

Email SEO/ SEM


6 types of remarketing : Social
 Finding those who are socially
similar to your customers.
Social Search
 Typically done by looking at
shared content.

Content Site

Email SEO/ SEM


6 types of remarketing : Search
 Based on recent searches done on
Social Search major search engines or website
 Targets visitors who have not been
to your website
Content Site
remarketing remarketing  remarketing the action of doing a
search on google. – acquisition

Email SEO/ SEM based remarketing method.
 no restriction on competition term
targeting.


Search Remarketing – how it works

Ref : Chango.com

Best Practices to incorporate
 Segment sections on your website basis the buying cycle i.e… About us page
– exploratory phase, shopping cart – buying phase, compare pricing –
evaluation phase.
 Segment your visitors based on behavior and source. E.g.. Intent of users
coming through search is higher than those who view your product on third
party websites.
 Tag users based on action performed on the website i.e.. treat Casual users
differently from informed users.
 Map out the „mini-conversions‟ on your website e.g.. Free trial, download
etc… and define a separate strategy to convert these users


Best Practices to incorporate
 Define your communication strategy based on website segments and user
interaction. e.g.. Coupon code vs product reminder vs discount
 Define your bidding strategy to manage ROI better e.g…bid lower on casual
users and higher on shopping cart deserters.
 Create negative lists in your remarketing campaigns – add converted users to
the negative list.


Common Mistakes to Avoid

 Ensure you have the right attribution model – first source Vs last source.
 Avoid „over – targeting‟ – set up frequency caps
 Don‟t invest in multiple remarketing solutions - Accuracy is more
important than scale
 Don‟t saturate your users browsing experience - set a maximum period of
time for re-targeting based on the user buying cycle
 Don‟t retarget everyone – map intent of prospects based on source and
action taken on your assets (website, landing pages, download forms)
 Know your media reach – larger the network isn‟t necessarily good.


Get in Touch

 Forefront of Innovation  visit: www.regalix.com
 Digital Marketing Services
 Technology Enabled Services  If you have any questions about this webinar please
 Regalix Labs feel free to get in touch with the speaker Priscilla
Selwine, pselwine@regalix-inc.com
 Multi-disciplinary Leadership Team & Strong Advisory
Board, 175+ Team
 For a free evaluation of your website / ecommerce
portal, please get in touch with Ritu Josan,
 Fortune 500 and Venture Backed Customers (B2B and
rjosan@regalix-inc.com
B2C)

 Global Operations: HQ in Silicon Valley, 4 Offices

 Industry Recognition

© 2012 Regalix Inc. Confidential, All Rights Reserved 18

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