Speaker: James Green – Magneic –
- “Display looks like search” – data driven
- User re-searches
- 10 billion searches beyond search engines (Google, Yahoo/Bing)
- Google controls only 43% of market share when you look
Speaker: Joseph
- Remarketing is a conversation
- Mix/mac conversion actions
- Reasons for NOT converting=
- Wrong –time, place, copy,
- Know your place: Awareness> Interest> Consideration> Apply
- Example client – Hard Sell -> Product page > FREE Guide (EDU content)
- Due this
- Define WHO
- Brainstorm
- Optimal targeting falls in line with sales cycle (ACTION: find out avg sales cycle)
- Use Google Analytics – Time lag? Avg. # of days to conversion
- Core conversion (Apply page) -> Remarketing (Comparison Landing page – Competitor comparison)
- Review placement performance report!
Susan Waldes
PPC Associates
- Exclusion of Search Remarketing Audiences
- Eliminates duplicates
- Segmentation of remarketing audiences
- New Users vs return visitors
- Attribution opportunity – use case for brand measurement
- Segment using pixel
Kevin Ryan
- Audience based media buying
- Programmatic buying & retargeting
- CMO – how to turn “discussion into revenue”
- Measure & Map : Zuum social – tool
- Have a strategy –
- Focus on learngin while earning
- What wordk what doesn’t
- Phase #1 – identify ausience & how they’re using media
- Phase #2 –
- Property specific executions
- Phase #3
- Which sites drive the most actions
- Use social learning to map subject matter to conversion path
- Parting Gifts:
- Facebook retargeting combine Attribution companies
Tablets – optimal for information phase but users go to a device with a keyboard to apply
Remarket by device type & time ( tablets: 5PM – 8:30 PM)
Digging into Your Data without
- Segment by Search Partners
- By Device (full html browser )
- ITR –