MARLO SCHNEIDER | SENIOR ACCOUNT MANAGER

Learn the basics about retargeting and how to leverage display media to fuel your startup’s growth.

RETARGETING 101

• Types of Targeted Media • Best Practices• Case Studies• Question & Answer

RETARGETING 101

Site traffic is your most valuable asset.

RETARGETING 101

Develop an intellectually honest marketing strategy that’s smart, flexible and highly measureable.

RETARGETING 101

Develop an intellectually honest marketing strategy that’s smart, flexible and highly measureable.

RETARGETING 101

Develop an intellectually honest marketing strategy that’s smart, flexible and highly measureable.

RETARGETING 101

We are all influenced by what we see on the internet. More importantly, we want to be.

RETARGETING 101

First party data. RETARGETING 101

CRM retargeting RETARGETING 101

Third party data. RETARGETING 101

Audience targeting. RETARGETING 101

Second party data. RETARGETING 101

18

Display Advertising Solutions

CAMPAIGN BEST PRACTICES

1 | Frequency CappingBEST PRACTICES

BEST PRACTICES2 | Audience Segmentation

BEST PRACTICES3 | Avoiding Creative Fatigue

BEST PRACTICES4 | A/B Testing

BEST PRACTICES5 | Working With Vendors

RETARGETING 101

Measurement: Click through conversions are measured by click through to

conversion rate conversions/clicks.

Measurement: View through windows help define VTC attribution. For example,

a 14 day view through window will attribute conversions to a creative if it was

viewed within 14 days of the conversion.

6 | Understand Your Goals &Attribution Models

CASE STUDIES

WOMEN 2.0

Campaign Objective

Drive awareness for the Women 2.0 SF conference by re-engaging site visitors though Site Retargeting & Facebook Retargeting.

WOMEN 2.0

Key Performance IndicatorsClicks & Click Through Rate (CTR%)

Challenges

Timeline: 19 DaysConversion Tracking: Not AvailableAudience Size: ~ 30,000 Unique Visitors/Month

9/9 9/10 9/11 9/12 9/13 9/14 9/15 9/16 9/17 9/18 9/19 9/20 9/21 9/22 9/23 9/24 9/250.00%

0.01%

0.02%

0.03%

0.04%

0.05%

0.06%

0.07%

0.08%

0.09%

0.10%

CTR% Optimizations & Trends

CTR%Linear (CTR%)

WOMEN 2.0Women 2.0 Site Retargeting

WOMEN 2.0Women 2.0 Facebook Retargeting

9/11 9/12 9/13 9/14 9/15 9/16 9/17 9/18 9/19 9/20 9/21 9/22 9/23 9/24 9/25 9/26 9/27 9/280.00%

0.05%

0.10%

0.15%

0.20%

0.25%

CTR% Optimizations & Trends

CTR%Linear (CTR%)

WOMEN 2.0Women 2.0: Full Funnel Engagement

122289%

917%

625%

Prospecting Site Retargeting Facebook

WOMEN 2.0Women 2.0

Learnings

Launch further in advance of the event.

Lead with a prospecting campaign to drive users down the funnel.

Top Performing Sites (Prospecting):marketwatch.comxe.cominvestopedia.comcareerbuilder.comseekingalpha.com

Work out conversion tracking in advance.

2020 AVE

Campaign Objective

Drive site visitors to complete their purchases and encourage repeat purchases through Site & Facebook Retargeting.

2020AVE

Key Performance IndicatorsGoals: eCPA & Total Conversion Increase MoM

Site Retargeting CPA Goal $20.00

Facebook Retargeting CPA Goal $10.00

Challenges

Low average purchase price resulted in aggressive CPA goals from Day 1.

Budget constraints left little room for prospecting however, a goal was to increase gross sales.

Limited understanding of company margins resulted in goals being somewhat of a moving target.

2020 AVE

Apr-14 May-14 Jun-14 Jul-14 Aug-14 $-

$5.00

$10.00

$15.00

$20.00

$25.00

$30.00

$35.00

$40.00

$45.00

MoM eCPA Trend

eCPALinear (eCPA)

Site Retargeting

2020 AVE

FBX ReTargeting

Apr-14 May-14 Jun-14 Jul-14 Aug-14 $-

$2.00

$4.00

$6.00

$8.00

$10.00

$12.00

$14.00

$16.00

$18.00

$20.00

MoM eCPA Trend

eCPALinear (eCPA)

Learnings 2020 AVE

Leverage seasonal sales and promotions through banner creative (insert labor day creative)

Advertise ongoing offers like free shipping & 20% off (insert examples)

Reintegrate first time customers back into remarketing campaigns after 7 days after they’ve made their purchase to re-engage them.

Weekly communication on MTD CPA & Total Conversions allowed both parties to have high visibility when campaigns were trending in the wrong direction, and course correct immediately.

RETARGETING 101

Questions?

ReTargeter Dashboard Video: https://www.youtube.com/watch?v=1KFuJE3sorc&feature=youtu.be