Seven Steps to Executing Site And Search Retargeting

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 Adotas 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.

Check out the full article here >>

MongoDB Analytics for Online Advertising at Magnetic

On Wednesday, August 10, Mark Weiss, Sr. Director of Engineering at Magnetic participated in a webinar hosted by
10gen. In the webinar, Mark examined how Magnetic uses MongoDB for their online advertising platform.

Mark discussed how the company has simplified its architecture by taking advantage of MongoDB’s rich combination of features. The webinar covered the following key topics:

– How Magnetic takes advantage of MongoDB’s flexible data model

– Leveraging atomic counters for real-time analytics on impression counts and frequency caps

– Using map/reduce to offer a new tier of near-real-time reporting

See the complete presentation here >>

comScore & Magnetic Show the State of Search & Search Retargeting

Download the complete comScore + Magnetic presentation >>
On Thursday, August 11th, Josh Shatkin-Margolis, CEO at Magnetic joined comScore’s Eli Goodman in a live webinar focused on search retargeting.

Search Evangelist Eli Goodman kicked off the webinar with a look into the state of search, showing that there were 26.6 billion searches performed in June 2011. Eli noted that search growth is driven by increased intensity, giving off a 6% year over year growth. Goodman calls out that it’s the number of searches per searcher that is fueling the growth, not the number of people actual searching online.

Josh led the search retargetomg conversation with an interesting stat: Although search is the highest performing form of internet advertising, only 4% of users time is actually spent in the search engine, while 96% of time is spent on sites serving display ads.

Josh went on to show the audience how to take the power of search and apply to display advertising. He offered up the following best practices for running a search retargeting campaign:

  1. Define Goals: conquesting, lower funnel activities (with clear attribution model), branding to specific audiences
  2. Select Inventory: comScore 250, exchange media, with or w/out user generated content
  3. Identify Audience: define keywords that your audience would be searching for, and leverage keyword generation tools to increase scale
  4. Place Conversion Tags: these provide insights to successful optimization – helping determine which keywords, data sources, recency of searches along with media, creative, geo, etc. are driving results
  5. Optimize: tailor keywords, recency window, inventory, etc. to beat KPIs, while balancing between precision & scale

Check out a search retargeting case study here >>

Magnetic + comScore Present, “The Future of Search is Search Retargeting”

In June 2011, US internet users ran over 27 billion searches; however, only 4% of a user’s time is actually spent in the search engine, while 96% of their time is spent on content, commerce and communication sites. The question becomes, “how do you take the power of search and apply it to display, where users spend a majority of their time?” It’s simple, search retargeting.

On August 11th at 2pm EDT, Josh Shatkin-Margolis, CEO at Magnetic and comScore’s Search Evangelist, Eli Goodman will take the industry through a detailed look into the state of search and the changing role of the search engine. In this presentation, Magnetic & comScore will educate audiences about:

  • Understanding the synergy between search ads and display ads
  • How to leverage search data and creative opportunities beyond the search engine
  • Tactical insights on how to run effective search retargeting within your own campaigns
  • Search retargeting and how it fits into marketer’s digital strategy

To sign-up for the complimentary webinar, click here.