Retargeting Tips from SEOMoz

For the second half of the SEO session from SEOMoz at Dreamforce 2011 I had the opportunity to hear @joannalord provide retargeting tips. Retargeting, if you aren’t familiar with it, is when ads are shown on third-party sites to people who’ve already visited your site or pages you control. For example, have you ever visited major sites like CNN or ESPN and seen advertisements for products you looked at recently? Those were retargeting ads. Retargeting is a powerful way to earn more conversions from traffic you’ve already worked hard to generate.

Here are some notes from the session:

• Develop strategies for different audiences
  Grow the relationship with sequence retargeting
• Grow and strengthen your brand
  Get creative with creatives
  Introducers (brand), influencers (testimonials), converters (call to actions)
  Use retargeting as a qualified testing vehicle
• Expect more from the data
  Impressions – 15-20 per month
  CTR – .15% to .30%
  CPC and CPM – use both
  Conversions – 1:10
• Try Search Retargeting
  Chango.com – offers the service
  Share audiences by putting pixel on related sites
  Category sites that are also related
  Drop cookie in emails to house list
• Think bigger
  Jobs page
  Awards you’ve won
  Tell about affiliate program
  Tell them to follow you on Twitter

Thanks to @joannalord for the great presentation on retargeting. If you don’t use retargeting already take a look at AdRoll and FetchBack.

What else? What tips do you have for retargeting?