Search Retargeting: Expanding Paid Search

Search Retargeting: Expanding Paid Search

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  SEARCH RETARGETING: EXTENDING SEARCH MARKETING Mike Ryan Jeff Campbell Lowe’s Resolution Media Director, Online Marketing Managing Director [email protected] @cjeffcampbell
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  LOWE’S • 8th LargestRetailer in the U.S. • $50.2 billion in Sales for Fiscal 2011 • 70% e-commerce growth • #47 on IR Top 500 • Ranked No. 54 on FORTUNE 500 list • 1,745+ Stores • 15 million Customers Each Week • 234,000 Employees
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  • Recognized industryleader since 2003 • Extensive marketing channel integration experience • 700+ global employees; 170 in North America with offices in NY, Chicago, LA, San Francisco, Charlotte and Toronto • Top 2 in search spend globally • Proprietary Resolution process + best-of-breed technology • Experts in leveraging online digital behavior
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  COMPARING THE NETWORKPROVIDERS Provider: Search Data Yahoo Receives data from Collects data directly Collects data from referral URL’s from the search bars Tier 2 engines, on data providers' site Publishers and 3rd (Tier 2 engines, CSEs & party data providers e-commerce sites) DSP Yes Yes Outsources Yes Keyword-level No Yes Yes, just released Yes Reporting International Yes Canada and UK Only Canada and UK Only Yes Targeting Pricing Effective CPM Dynamic CPM; Effective CPM or CPC Effective CPM or CPC Adsafe included Self-Serve UI No Yes, enterprise clients No Yes only
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  CASE STUDY: LOWE’S
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  WHY SEARCH RETARGETING Searchmarketing is considered Strength by advertisers to be the most of Intent effective media channel for reaching consumers who exhibit Visitor on your site “intent” Site retargeting SEM – ‘branded terms’ Challenges: • High PPC prices SEM – ‘non-brand terms’ • Scalability issues / Maxed out Search retargeting • Limited to text ads Behavioral targeting Contextual targeting Advertisers want to reach Demographic “intent” consumers using search Other data across other digital channels
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  CONSIDERATIONS •Search or display • KPI’s and expectations • Target KW’s/audience • Ad exposure/networks
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  TEST OVERVIEW • Goal: Determine the value and role of SRT in the portfolio • Approach: Test 3 providers simultaneously • Chango, Simpli.fi, and Magnetic • Flight: Spring/Summer • Targeting: • National (U.S.) • Generic terms and brand terms • Creative: 3 sets of standard IAB sizes: 300x250, 728x90, 160x600
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  EXCEEDING EXPECTATIONS •ROI beat expectations by 260% • Outperformed paid search in terms of ROI (including post impression activity) • 98% of orders came from post- impression activity • Mimicked paid search campaign seasonality • Day-parting, negative keywords, frequency caps, and contextual site matching were key to improved performance
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  KEYWORD INSIGHTS • Optimizations focused on higher order value keywords and pausing low-performing terms • General product terms drove 22% of total orders for the campaign • Almost 60% of total orders came from top-20 impression keywords • 10% of orders came from long tail terms
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  SITE INSIGHTS • Optimizations based on site performance helped to drive significant impression gains • Keywords referencing specific web sites were added • Site optimizations are a challenge as various exchanges keep their sites private • Doubleverify and AdSafe help protect brand integrity
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  AD EXPOSURE Where will my ads be showing? • Target specific users, not sites • White lists • Black lists • DoubleVerify or adsafe – programs that prevent an ad from showing on sites with content you have deemed inappropriate
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  BEST PRACTICES
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  6 BEST PRACTICES 1. Networks vary in scale and performance 2. Review keyword and site data 3. Utilize historic seasonality trends for planning 4. Optimize… Optimize… Optimize… 5. Partner with Search Retargeting Providers 6. Performance varies by campaign and time of year
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  THANKS/QUESTIONS… Mike Ryan Jeff Campbell Lowe’s Resolution Media Director, Online Marketing Managing Director @cjeffcampbell