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 –