The Optimal Conversion Recipe – Post From SMX East on Search, Display and Retargeting

By Ariele McWhinney | Oct 3, 2012
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The Optimal Conversion Recipe: Search, Display & Retargeting – Post From SMX East

Retargeting; how has it affected jobs of search marketers?

As search marketers, we try to juggle both text and display advertising for our clients. This SMX paid search track session discussed the ideal mix of advertising between text ads, display ads & the use of retargeting to optimize a combination of these.

The following are some of the insightful thoughts from a couple of this session’s speakers about integrating retargeting into your search strategies.

James Green - Life Beyond Search Engine Marketing

  • Display is looking more and more like search, in that it is auction based with data-driven advertising and the opportunity to buy keywords.
  • Display is catching up to search in its portion of the pie that is online advertising. This is because you can power display with data.
  • Search data = intent. People perform multiple searches as they learn more about what they want. In turn, each search becomes more targeted. This is where display comes in: at the consideration phase. As a search marketer, this is where retargeting can happen.

Joseph Kerschbaum - Retargeting as a conversation

  • How to converse with the right people
  • Rethink how you approach retargeting. Are you begging people to come back? How do we get past that mentality? Why don’t they love me? Possibilities are endless – wrong time, person, keyword, product, action, copy, etc. With retargeting, there is an opportunity to change the “wrong.”
  • Talking, not stalking! There this thing call requency capping…
Joseph then went on to talk about his top 3 retargeting strategies.
  1. Try something else if first action doesn’t convert! Don’t send the searcher to the same page or use same conversion action. You could test quite a few options: longer sales copy, special offer, softer sell, more testimonials, other benefits, different product, etc. The key is to be dynamic and to always rethink what you’re doing.
  2. Deliver the right message. Your window of opportunity and relevancy is small depending on your industry, so know your sales or conversion cycles.
  3. Who are you delivering the message to? Think about it; you might not want to be retargeting everybody. Create exclusion lists and segment your customers into separate inclusion lists, as well.

Retargeting has surely had an impact on search engine marketers of today. The segmentation and targeting of our audience has become more and more important, causing us to be more in tune with the searchers. We, too, want to give users the best experience in the SEM world, hoping that they will then remember us and convert.

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