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Leveraging Retargeting for SEO Success
Joanna Lord, Director of Customer Acquisition, SEOmozOctober, 2011: Mozcation, Barcelona
Hold up, what is retargeting?
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
What is retargeting?
The act of putting your message in front of lost prospects.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
What is retargeting?
The act of putting your message in front of lost prospects.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
“More that 95% of visitors who browse a retailer’s site do not complete a transaction in their visit.”
“Retargeted consumers are nearly 70 percent more likely to complete a purchase as compared to non retargeted consumers.”
“Retargeted customers spend, on average 50% more than those served with non-retargeted banner ads.”
And it works!
So how can you use it?
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Generate Brand Awareness
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Brand Evolution
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Generate Traffic & Improve Brand AwarenessContinue to improve the quality of that traffic
Control that brand awareness & sculpt it
Produce conversions (primary & secondary)Increase average revenue of each conversion
Set expectations that will be met at this point
Establish trust between consumer & brand
Enable the consumer to evolve with the brand
Full Funnel Targeting
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Introducers Influencers Converters
Drive Conversions
Okay, but we are SEO’s…
How can we leverage retargeting for SEO success?
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
#1 : Break down the silo
SEOs & Paid Marketers can:
Share dataUnderstand attribution better
Utilize each other more effectivelyReport back to each other
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
#2 : Repurpose efforts on head terms
You spend time on competitive keywords:
Repurpose those efforts and build buckets for each to
retarget to.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
#3 : Long tail domination
You get traffic across a number of pages that don’t convert really well for you.
Build different segments and target them differently in retargeting ads.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
#4 : Test & refine
Q+AJoanna Lord, Director of Customer Acquisition,
SEOmoz
• Twitter: @joannalord
• Email: joanna@seomoz.org
You can now try SEOmoz PRO Free!http://www.seomoz.org/freetrial
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