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
@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
