1 18863 whitepaper_retargeting_exposed_chango_2012_q1

Dax Hamman
Ben Plomion
Q1 2012
800.385.0607
sales@chango.com
Retargeting Exposed:
Not Another Whitepaper
About Retargeting

NYC - SAN FRANCISCO - TORONTO - CHICAGO - LONDON chango.com @chango 800.385.0607 sales@chango.com 2
RETARGETING EXPOSED: Q1 2012
Introduction
To most marketers, the term ‘retargeting’ means
‘site retargeting’, the concept of placing display ads
in front of people who have visited a website.
This is a limited view: retargeting is in fact
a much broader series of marketing techniques, and
if properly understood can be used for acquisition,
prospecting and competitor conquesting, not just
winning back lost visitors.
Also, when using retargeting, marketers are
commonly wasting media dollars by talking to
the wrong people for too long and with the wrong
quickly by following a series of basic guidelines.
Dax Hamman
Ben Plomion
Dax Hamman is the Chief
Dax founded and led the
developing the concept of
Ben led digital initiatives at
GE Capital.
dax@chango.com @daxhamman

Table of Contents
How does ‘retargeting’ actually work?
Not all retargeting is the same
The dirty secrets of site retargeting
The new form of retargeting – search retargeting
Only Chango provides the solution
Common questions addressed
1
2
3
4
5
Ok, I get ‘retargeting’, but
how does it actually work?
How do I turn retargeting into
a prospecting or
competitor conquesting tool?
between site retargeting
and search retargeting?
Is my retargeting really
working?
my own site visitors?
Does creative matter?
my attribution model?

How does retargeting
actually work?
The rise of the ad exchanges
The rise of the media exchanges was the real tipping point, particularly the arrival
of Real Time Bidding (RTB) – a ‘live’ auction environment where every impression is
an individual transaction that looks more like Search Engine Marketing (SEM) than
display planning.
Imagine buying a house at an auction. Each house comes up for sale one by one and
the auctioneer shares some basic details such as the address and a starting price.
As the buyer it is your responsibility to know something about the properties you
are interested in, including the number of bedrooms, is their a garage, did it pass a
structural survey etc. and with that information you determine what value it holds to
you. And so you bid, and if you win at less than your maximum price then you know
you have achieved a deal that works for you.
The media exchanges are very much the same process. A marketer can be ‘present’
in these auctions for each ad impression, and based on what information they hold
about the individual who happens to be about to see the ad impression, they can
determine how much they are prepared to talk to that person. In the case of ‘retar-
geting’ that means knowing that the individual has perhaps visited your site before
(site retargeting) or performed a search on Google for something that matters to you
(search retargeting) and many other actions.
The mechanism that ties the information and the individual together is referred to as
a ‘cookie’, which is dropped on to an individual’s browser at the time of an event (a
search, a site visit etc.) and contains useful data about that individual that can be
read back by the marketer at the time of the auction.
As you think about traditional print buying, it is remarkable to realize just how much
has changed in such a short period of time, and that before the very recent history of
RTB, retargeting simply was not possible in the way we use it today.
Further reading:

Not all retargeting
is the same
The term ‘retargeting’ might be the most misunderstood and misused term in digital
marketing today.
When marketers refer to ‘retargeting’ they are commonly referring to ‘site retargeting’
- the ability to show display ads to an individual who has visited a site and then left,
often without completing a desired action.
Marketers have embraced this tool at an astonishing rate and love the results they
see from it, which often represents the highest Click Through Rates (CTRs) and the
lowest Cost Per Action (CPA). But retargeting is capable of much more than targeting
shopping cart abandoners.
The smart marketer must now look beyond ‘site retargeting’ and understand the
bigger picture, and if that happens there is an almost unlimited potential.
To give a more accurate deﬁnition, ‘retargeting’ is actually the process of identifying
an individual who has done something you have deﬁned; that could be a previous
site visit, but it could also be a search on Google, a social interaction or the viewing
of some remote content.
There are in fact 7 key types of retargeting that a marketer needs to understand:

Retargeting a search event – ‘search retargeting’
Search retargeting is the fastest growing form of retargeting,
and has been proven to generate some of the highest returns
and highest percentages of new customers.
Retargeting a site visit – ‘site retargeting’
Retargeting an SEM / SEO visitor
A subset of site retargeting. Each of the individuals you can potentially
target has other behavioral data associated with them that can be useful.
One such piece of data is the search term they used prior to arriving on
your site.
Retargeting from an email
(4.5 – ‘email retargeting’ is in itself a different technique and involves
sending an email message to the targeted individuals rather than showing
them a display ad)
Retargeting from contextually relevant content
Find other companies and sites within your industry and talk to them
about having a deal by which you share the value of your site visits.
audience.
Retargeting from your own remote content
Retargeting from the social connection –
‘social retargeting’
2
3
4
5
6
7
1

The dirty secrets
of site retargeting
HOWEVER, if site retargeting is not understood then these results can paint a
false picture of what is really happening, and mislead the marketer into making
wrong decisions.
A double investment
Site retargeting is not a customer acquisition tool; it is actually an onsite
the site actually sees.
Don’t retarget twice
Don’t stalk your visitors

A marketer should start by looking at the buying cycle
Don’t retarget everyone
Best practice states that ONLY relevant sections of a site should be tagged – a
Understand ‘media reach’
By utilizing these simple ideas, you can lower your investment in site retargeting
whilst maintaining the same number of conversions!

The new form
of retargeting:
search retargeting
How search retargeting works
the results typically place
search retargeting at the top of a media plan.

NYC - SAN FRANCISCO - TORONTO - CHICAGO - LONDON chango.com @chango 800.385.0607 sales@chango.com
Not all search retargeting companies are the same…
Critically, Chango collects, generates
and optimizes every piece of data and ad impression at the keyword level, allowing
Let’s look at some examples:
Clothes shop – CTR = vs. Clothes shopping – CTR =
Shoes – CTR = vs. Shoes mens – CTR = vs. Mens shoes – CTR =
Flight – CTR =
vs. hotel deal =
And this level of granularity leads to
Search Retargeting
in action:
new online channel that would
The campaign was set up to
Chango’s exclusion pixel was
implemented.

Search retargeting for branding / awareness
Only Chango
provides the solution
Chango is an extraordinary media company
Under the hood
they used. At that point a
and if a match against a
B
C
A

as standard.
additional cost
Contact Sales
Happy retargeting.

1 18863 whitepaper_retargeting_exposed_chango_2012_q1

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