Diversifying your Retargeting: Going Outside AdWords - SMX Advanced 2013 Presentation
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Diversificationof
Remarketing
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
Purchase
Retargeting
Affiliate Programs, Email
Marketing
Content Marketing, PPC, SEO,
Social Media
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
DIVERSITYIS
STABILITY
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
Minimum budgets are too high
Not enough time
Doesn't fit in
to current budget
Other
lack of resources fo
r Disp
lay Ad Creation
My agency doesn't offer th
em
Didn't know there were other o
ptions0%
5%
10%
15%
20%
25%
Challenges From Using Other Retargeting Channels
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
DYNAMICRETARGETING
Serve Dynamic Ad With Product
Shown in Ad
DYNAMIC RETARGETING
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
DYNAMIC RETARGETING
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
DYNAMIC RETARGETING
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
SEARCHRETARGETING
Buy SearchOFF
The SERP
1. Consumer “Searches”
2. Visits a Site
3. Sees Ad Related to Search Query
SEARCH RETARGETING
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
SEARCH RETARGETING
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
Google Simpli.fi Chango Bing/Yahoo Bing Yahoo0
2000
4000
6000
8000
10000
12000
14000
Searches by Channel
SEARCH RETARGETING
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
SIMILARAUDIENCES
SIMILAR AUDIENCES
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
It’s all about prospecting
SIMILAR AUDIENCES
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
Photo Credit: http://0.tqn.com/d/saltlakecity/1/0/x/C/-/-/IMG_9618.JPG
RETARGETINGMEETS SOCIAL
RETARGETING MEETS SOCIAL
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
Access 25% of all Display Inventory* through FB
*comScore 2012 US Digital Future in Focus
RETARGETING MEETS SOCIAL
CTR Up To 20x Higher
Facebook Page Post Link Ads
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
RETARGETING MEETS SOCIAL
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
Title Copy – 25 character limit
Description – 90 character limit
Message Copy – 500 character limit
Image – 200 x 200 pixels
Landing URL – Shows Root Domain
This is not an actual ad by Danny Sullivan
TIMING IS EVERYTHING
WRAP UPPhoto Credit: http://cdn.cutestpaw.com/wp-content/uploads/2012/04/l-All-Wrapped-Up.jpg
Diversify or Die (figuratively speaking)
Search Retargeting
Similar Audiences
Retargeting on Social/FBX
WRAP UP
June 12, 2013SMX Advanced Session #21B
@BryantGarvin
KEEP YOURHEAD UP
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