The key to success in today’s market lies in taking a two-pronged approach to media strategy – following up with a user after they visit a site and following up with a user after they have searched for your product or service. Josh Shatkin-Margolis, CEO at Magnetic shares with seven steps for executing site retargeting and search retargeting.
1. Define Goals: It is not enough to simply say you want to drive sales. It is important to understand your customers’ paths to conversion. Don’t simply create a goal for your campaign that results in marketers doing anything they can to be the last ad viewed or clicked before the user buys.
2. Select Inventory: Showing your brand along relevant popular content will be helpful in the long term. Showing your brand too often or along side unpopular or questionable content will be damaging in the long term. So choose wisely and don’t forget to stop showing ads at a high frequency once the customer purchases.
3. Identify Audience: There are multiple customer segments for your product and there are multiple paths to conversion. Learn them. Understand the keywords each would be searching for. This is a crucial exercise.
4. Design Relevant Creative: Serve Flash, graphical and video content that is relevant to the targeted audience segment. It is important to have creatives that have a clear call to action.
If you are conquesting, mention the competitor’s product and provide a clear competitive reason for picking your product. If you are targeting the upper funnel, be informative. If you are targeting the bottom of the funnel, mention the price or offer a deal to close the customer. Customize the message for users that have already converted to thank them or upsell them with accessories.
5. Place Site Retargeting Tags: These tags are needed only when doing site retargeting with search retargeting. Including this tag enables the site retargeting company to tailor the campaign differently for those users that have visited the site.
6. Place Conversion Tags: Conversion tags provide insights to successful optimization by helping determine which keywords, data sources, recency of searches along with media, creative, geo, etc. are driving results. Conversion tags are always optional but highly recommended.
7. Optimize: Using the feedback loop (i.e. information from the conversion tags), it is important to make adjustments in order to take your successful campaign and turn it into the most efficient marketing initiative for pushing customers through the funnel.
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