One of the most interesting sessions I attended to during Affiliate Summit West 2012 was held by Joanna Lord of SEOmoz. The session was titled: “Advanced Retargeting Tactics” and was focused on “Retargeting“.
Has it ever happened to you that you visited a website then you kept seeing ads for this website on every single website you visited? This kind of cyber-stalking uses a technology called retargeting to stuff you with a cookie when you visit the original website, then show you countless ads for this website.
Before I go any further, here is a quick word of introduction about Joanna Lord. Joanna currently heads up SEOmoz’s paid search, affiliate, and acquisition marketing efforts. She is also a well-known social media enthusiast and frequent conference speaker. Her diverse experience in data analysis, paid search marketing, search engine optimization and content creation enables her to provide tactical acquisition strategies that work.
Let’s dive into the presentation that was given by Joanna. The first very important aspect that she focused on is the creatives. From her experience, it’s very important to not use the same creatives as you would with “regular” display advertising.
As an illustration, we were presented with 2 sets of retargeting creatives from Tiffany and TagHeuer.
It’s interesting to note that in Tiffany’s creatives, there are no call to actions. The whole point of these creatives is to capitalize on what makes the brand memorable. It’s all about branding without being pushy.
TagHeuer approach is more classic. These creatives are probably the same as for their display campaigns. On most of these, we can see a product, the brand and a call to action. These fail to create a relationship with the visitor and just presents them with the same advertising that they can see everywhere. They do not focus on the brand image.
In order to differentiate from basic display advertising, and to work on building a relationship with their visitors, SEOMOZ developped a simple three-steps strategy. Each of these steps having its own set of creatives:
- Introducers (displayed from day 1 to day 30): these creatives are mostly used for branding. They do not use any clear call-to-action and are here to remind the visitor of your brand’s existence,
- Influencers (displayed from day 31 to day 60): during this second phase, creatives are used to engage the visitor by having him acknowledge the type of product or services that SEOMOZ has to offer,
- Converters (displayed from day 61 to day 90): this final set of creatives is used to convert the visitor into a client by presenting him very clear offers for the products and services he can purchase from SEOMOZ.
Joanna then shared her experience for visitors who have not converted when they reach the 90 days threshold. According to her, this is probably the time to let the visitor move on to other ventures. One of the possible things being to share your prospects with other companies you have agreements with.
A very interesting aspect she presented was the number of impressions per visitor per month: it’s all about balance. If you keep firing your creatives at your prospect, you risk to annoy them and have them forever gone. A good number to target is 15 to 20 impressions per month.
To conclude this post, I’d say that retargeting seems like an awesome strategy to develop and the market is wide open right now since it’s not yet mature. There are plenty of ways to be creative by considering search retargeting, partner retargeting… Check the following infographic:
- Target individuals based on the searches they conducted on Google, Yahoo! and Bing,
- Target individuals based on the specific products viewed, actions taken or actions not taken (such as abandoning a shopping cart),
- Target individuals based on how they arrived on your site – use the inbound event to better customize messaging,
- Target individuals who are interacting with your email programs,
- Target individuals who have visited a partner site that shares a similar interest / topic to your own site,
- Target individuals who have interacted with distributed content (a custom Facebook page, an expandable video ad unit or an online game/application),
- Target individuals who consume similar content to your existing customers
Thanks goes to Joanna of SEOmoz for allowing me to use some of her slides in this blog post.