1. SEARCH RETARGETING
THE EFFECTIVENESS OF SEARCH
THE REACH OF DISPLAY
Frost Prioleau
Co-Founder and CEO
Simpli.fi

2. Why Search Retargeting?
Search
• 5% of Time
Display
• 60% of Spend
Search Pros
Display
• Highly Effective
• Strong Signal
Search
Search Cons
• Limited Frequency
Search
• Competition for terms
Time Spent $$$ Spent

3. HOW DOES SEARCH RETARGETING WORK?
1. User searches
2. Search event added to
anonymous browser
profile
3. Relevant display ad
delivered to user as he/
she surfs the web.

4. SEARCH RETARGETING FEATURES/OPTIONS
• Massive Reach  500Bn queries/month
• Variable Recency- Instant to 1 Month
• Variable Pricing per Keyword
• Dynamic Ads driven off Keyword being targeted
• Auto-Optimization
• Targeting Overlays
• Contextual
• Geographic
• Day Parting
• Device/OS type, more…

5. 28.5
Billion
Searches
GENERAL SEARCH
Comscore
Jan.
2012
KEYWORDS
SPECIALIZED SPECIALIZED
SEARCH SEARCH
KEYWORDS KEYWORDS

6. Tradi=onal
NEW AUDIENCE Display,
ACQUISITION SEARCH
Social,
Mobile,
Etc.
EXISTING
Site
Retarge=ng,
AUDIENCE CRM,
Email
MAXIMIZATION

7. MOST AUDIENCE BUYING
MOSTLY PREPACKAGED
VARIOUS UNKNOWN INGREDIENTS
ALL MIXED TOGETHER
SOLD AT ONE PRICE
CAN’T SEPARATE OUT THE GOOD STUFF

8. SEARCH RETARGETING
ALL KNOWN INGREDIENTS
STRONG SIGNAL
KEYWORD INTEGRITY MAINTAINED
VARIABLE PRICE FOR EACH INGREDIENT
JUST BUY THE GOOD STUFF
KEYWORD LEVEL TARGETING >>> BETTER RESULTS, DEEPER INSIGHTS

9. Sample
Keyword
Level
Results

10. BENEFITS FOR SEARCH MARKETERS
REACH MORE SEARCHERS, MORE OFTEN
LEVERAGE SEARCH EXPERTISE
EXPENSIVE TERMS FOR LESS
COMPETITIVE TERMS
DRIVE BRAND SEARCH AND DIRECT NAVIGATION
EXPAND SITE RETARGETING POOLS

11. BENEFITS FOR BRAND MARKETERS
CUSTOM SEGMENTS ON DEMAND
100% INTENT DRIVEN
OPTIMIZE AUDIENCE ON THE FLY
REPORT, BID, OPTIMIZE AT KEYWORD LEVEL
BETTER PERFORMANCE
GREATER INSIGHTS

12. SEARCH A LIKES
LOOK-A LIKES USING SEARCH DATA
PROFILE SEARCH PATTERNS OF CONVERTERS
TARGET USERS WITH SIMILAR PATTERNS
IMPROVE CPA PERFORMANCE
EXPAND REACH

13. CPMs,
CTRs,
and
CPAs
Ver$cal
CPM
CTR
CPA
Actual
%
Below
Target
CPA
Goal
Auto
Parts
(click
and
view)
$2.67
0.10%
$48.00
$20.95
56%
Cellular
(click
and
view)
$1.99
0.06%
$1.25
$0.75
40%
Financial
Services
(click
$2.07
0.13%
$37.50
$10.98
71%
and
view)
Equipment
(click
only)
$2.94
0.08%
$50.00
$31.90
36%
PlaXorm
Average
$1.27
0.13%
*Actual
Campaign
Data
from
Simpli.fi,
PlaXorm
Average
includes
non-­‐SRT
campaigns

14. ACTIONABLE BEST PRACTICES
• Start Broad
• Vary Bid Prices by Keyword
• Vary Recency
• Use Multivariate Optimization
• Value View Through Conversions
• Expand Using Search A Likes
• Become an Expert

15. Frost Prioleau
Co-Founder and CEO
Simpli.fi
frost@simpli.fi