Holiday Shopping TacticsRetargeting Ideas to Boost Sales for Holiday PPC

Lisa RaehslerSEM Strategy Consultant

October 20, 2010

@lisarocksSEM

About Me

• PPC search marketing focusing on

–Ecommerce

–Retargeting

• Managed over 30 PPC accounts at agencies/client side

• Active volunteer MIMA

• Learn more: linkedin.com/in/lisarockssem

@lisarocksSEM

About Me

@lisarocksSEM

Holiday Stats

• 58% of consumers likely to purchasegifts online this year

• Consumers say they'll use theInternet MORE to research theirpurchases

• 79% who reach you site through abrand search are just browsing orresearching a purchase for a laterdate

@lisarocksSEM

Retargeting

Retargeting = Reconnect

Reconnect with people who have visited your siteand bring them back to purchase

@lisarocksSEM

For Example…

1. Visitor reachesyour site

2. Leaves withoutconverting

3. Served ad on adifferent site

4. Return to yoursite to convert

@lisarocksSEM

How Retargeting Works

1. Advertiser select network

2. Advertiser embeds code on site

3. Visitor is cookied

4. Ads served to the visitor withinthe network

@lisarocksSEM

Getting Started Today: 3 Tips

Abandoned Cart ReachLoyalty

@lisarocksSEM

Shopping Cart Abandons

• Reaches people who added productto the cart, but didn’t convert

• Tag the shopping cart pages only

• Message:

• Gentle reminder to revisit your store tocomplete the purchase.

• Reinforce your offers:• "free shipping"

• Holiday gift products

• Discounts

Abandoned Cart

@lisarocksSEM

Loyalty

• Reaches customers who completed atransaction on your site

• Tag the confirmation page only

• Message:

• Cross-sell or up-sell to recentpurchasers

• you'll need to understand yourcustomer behavior and their repeatpurchase patterns to design the mosteffective "loyalty" campaign.

Loyalty

@lisarocksSEM

Expand Reach

• Roll out to multiple retargeting networks

• Use display and text retargeting ads

• Reach your audience wherever theyare on the web

Reach

@lisarocksSEM

Final Thoughts…

• Power of Multiple Re-Connections

• Touchpoints

• Brand Top of Mind

• Offers = Compel to Convert

@lisarocksSEM

Thank You!

Contact:

Lisa Raehsler

SEM Strategy Consultant

Certified Google Advertising Professional

raehsler@gmail.com

@lisarocksSEM

blog: onlinemarketingmavens.com

@lisarocksSEM

Resources

Yahoo Retargeting (display banners)

http://advertising.yahoo.com/media-kit/retargeting.html

Google Remarketing (text + display banners)

www.google.com/ads/innovations/remarketing.html

http://www.youtube.com/watch?v=ZmusXoLqXbk

Fetchback Retargeting (display banners)

http://www.fetchback.com/retargeting.html