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London | 20–24 Feb, 2012 | #seslondon




Is Retargeting Right for You?


Chango / @chango
Dax Hamman / @daxhamman
London | 20–24 Feb, 2012 | #seslondon




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




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




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




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




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



Another view of the world
The 7 effective types of Retargeting
High Resolution Image : chango.com/blog/7typesofretargeting
London | 20–24 Feb, 2012 | #seslondon




Search retargeting: The leaky SEM funnel




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




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




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




The PSA report




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




              @daxhamman / @chango
“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

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SES London 2012 - Dax Hamman - Is Retargeting Right For You?

  • 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