Day 1 of SLC | SEM’s Digital Marketing Conference is off to a great start as we hear from Christi Olson, Internet Marketing and Search Evangelist. Christi currently works with the BingAds team at Microsoft and teaches us some complex retargeting strategies to fuel your marketing initiatives.
Christi begins her awe-inspiring presentation by discussing the differences between basic paid search strategies and advanced advertising strategies. Remarketing is a very powerful tool in complex strategies as it moves the focus from keyword-centric to people-centric advertising. Paid Search has continued to advance year-over-year with sophistication. This evolution changes advertisers focus from keywords and geographic targeting to more advanced strategies such as setting up similar/lookalike audiences to RLSA for shopping.
So how does one develop a complex remarketing strategy? Christi explains that it is important to incorporate the scope of a project so that we are able to optimize to an LTV attribution model. LTV stands for lifetime customer value which is a prediction of the net profit attributed to the entire future relationship with a customer.
When strategizing, it is important to consider these keys steps:
Segmentation - Segment your data and customer base. Having an optimized account structure is crucial for success, don’t be afraid to get granular with your campaign organization.
Here are a few helpful tips and tricks to remember when optimizing and creating your complex remarketing strategies:
Christi then goes on to explain in her presentation more in depth on how to analyze and segment your audience data. She shares with us an Audience Audit to consider when deciding strategy and how your audiences will be used.
WHO - Who are they?
Answering these questions can help you determine how to use your audiences, where to put them and how to layer them effectively. Christi shares with us the art and science of defining and identifying your target audience.
Christi’s presentation closes with some powerful tools and helpful action items so that we can implement the tips and tricks that we learned in her presentation.
She tells us to GO DO the following: