Case Study for Internet Retailer presented by Jeff Campbell (Resolution Media) and Mike Ryan (Lowe's). Covers Search Retargeting vendors, best practices, optimization methods, etc.

1. SEARCH RETARGETING:
EXTENDING SEARCH MARKETING
Mike Ryan Jeff Campbell
Lowe’s Resolution Media
Director, Online Marketing Managing Director
mike.j.ryan-1@lowes.com @cjeffcampbell

2. LOWE’S
• 8th Largest Retailer in the U.S.
• $50.2 billion in Sales for Fiscal 2011
• 70% e-commerce growth
• #47 on IR Top 500
• Ranked No. 54 on FORTUNE 500 list
• 1,745+ Stores
• 15 million Customers Each Week
• 234,000 Employees

3. • Recognized industry leader since 2003
• Extensive marketing channel integration experience
• 700+ global employees; 170 in North America with offices
in NY, Chicago, LA, San Francisco, Charlotte and Toronto
• Top 2 in search spend globally
• Proprietary Resolution process + best-of-breed technology
• Experts in leveraging online digital behavior

4. COMPARING THE NETWORK PROVIDERS
Provider:
Search Data Yahoo Receives data from Collects data directly Collects data from
referral URL’s from the search bars Tier 2 engines,
on data providers' site Publishers and 3rd
(Tier 2 engines, CSEs & party data providers
e-commerce sites)
DSP Yes Yes Outsources Yes
Keyword-level No Yes Yes, just released Yes
Reporting
International Yes Canada and UK Only Canada and UK Only Yes
Targeting
Pricing Effective CPM Dynamic CPM; Effective CPM or CPC Effective CPM or CPC
Adsafe included
Self-Serve UI No Yes, enterprise clients No Yes
only

5. CASE STUDY: LOWE’S

6. WHY SEARCH RETARGETING
Search marketing is considered Strength
by advertisers to be the most of Intent
effective media channel for
reaching consumers who exhibit Visitor on your site
“intent” Site retargeting
SEM – ‘branded terms’
Challenges:
• High PPC prices SEM – ‘non-brand terms’
• Scalability issues / Maxed out Search retargeting
• Limited to text ads Behavioral targeting
Contextual targeting
Advertisers want to reach Demographic
“intent” consumers using search
Other
data across other digital
channels

7. CONSIDERATIONS
• Search or display
• KPI’s and expectations
• Target KW’s/audience
• Ad exposure/networks

8. TEST OVERVIEW
• Goal: Determine the value and role of SRT
in the portfolio
• Approach: Test 3 providers simultaneously
• Chango, Simpli.fi, and Magnetic
• Flight: Spring/Summer
• Targeting:
• National (U.S.)
• Generic terms and brand terms
• Creative: 3 sets of standard IAB sizes:
300x250, 728x90, 160x600

9. EXCEEDING EXPECTATIONS
• ROI beat expectations by 260%
• Outperformed paid search in
terms of ROI (including post
impression activity)
• 98% of orders came from post-
impression activity
• Mimicked paid search campaign seasonality
• Day-parting, negative keywords, frequency caps, and
contextual site matching were key to improved performance

10. KEYWORD INSIGHTS
• Optimizations focused on higher
order value keywords and
pausing low-performing terms
• General product terms drove
22% of total orders for the
campaign
• Almost 60% of total orders came
from top-20 impression
keywords
• 10% of orders came from long
tail terms

11. SITE INSIGHTS
• Optimizations based on site
performance helped to drive
significant impression gains
• Keywords referencing specific
web sites were added
• Site optimizations are a
challenge as various
exchanges keep their sites
private
• Doubleverify and AdSafe help
protect brand integrity

12. AD EXPOSURE
Where will my ads be showing?
• Target specific users, not sites
• White lists
• Black lists
• DoubleVerify or adsafe – programs that
prevent an ad from showing on sites with
content you have deemed inappropriate

13. BEST PRACTICES

14. 6 BEST PRACTICES
1. Networks vary in scale and performance
2. Review keyword and site data
3. Utilize historic seasonality trends for planning
4. Optimize… Optimize… Optimize…
5. Partner with Search Retargeting Providers
6. Performance varies by campaign and time of year

15. THANKS/QUESTIONS…
Mike Ryan Jeff Campbell
Lowe’s Resolution Media
Director, Online Marketing Managing Director
@cjeffcampbell