Using your eCommerce data to improve advertising and

retargeting

by John Larkin

@jlarkin353

About me

VP Marketing at PropelAdAdvertising Software for eCommerce

Stores

Hi, I’m John!

@jlarkin353

Advertising Today

@jlarkin353

Facebook Organic reach is declining

Paid Reach is essential

Much more competitive..

Using data to gain an advantage is crucial

Are my customers on Facebook?

@jlarkin353

1.3B monthly active users Incredible scale

Desktop & Mobile

Facebook lets you find people that are otherwise unreachable.

45% of those reached - are reached exclusively on Facebook

@PropelAd

TargetingImages

Lead Generation vs RetargetingMobile vs Desktop

What Data can you UseHow can you use it

Advertising Lifecycle

The Agenda

@PropelAd

How do I target them?

DemographicsInterests

Behaviours

How big should my audience be?(150-200k)

Targeting

@PropelAd

Optimal size 1200 x 627 pxProduct Shots vs Lifestyle Shots

Customise your image according to audience

Image Fatigue - rotate weekly/bi-monthly

Images

@PropelAd

Set objectives:What constitutes success?Know your AOV | ROI | LTV

Why is lead gen expensive?Retargeting generates all the sales!

Lead Gen vs Retargeting

@PropelAd

My customers (mostly) purchase on desktop. No Matter:

Use mobile placement. (Cheaper & Better CTR)

Retarget on desktop to drive sales.

Mobile vs Desktop

What type of data can you use?

Email ListsPhone numbersMobile App IDs

Cookies

@jlarkin353

How can you use it?

Custom AudiencesLookalike Audiences

Website Custom Audiences

@jlarkin353

The Advertising LifeCycle

@jlarkin353

Generate New Leads

@jlarkin353

Generate New Leads

Your Store

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

CHECKOUT

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

CHECKOUT

~1-3%

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Your Store

~1-3%

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Product

~1-3%

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Product Retargeting

Product

~1-3%

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Product

~1-3%

ProductRetargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Product

~1-3%

ProductRetargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Cart Abandonment Retargeting

ProductProduct

Retargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

~1-3%

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Cart Abandonment Retargeting

ProductProduct

Retargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

~1-3% ~30%

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Cart Abandonment Retargeting

Lookalike Audiences

ProductProduct

Retargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

~1-3% ~30%

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Cart Abandonment Retargeting

Lookalike Audiences

Product

Custom Audience

ProductRetargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

~1-3% ~30%

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Cart Abandonment Retargeting

Lookalike Audiences

Product

Custom Audience

Upsell / Complementary Products

ProductRetargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

~1-3% ~30%

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Cart Abandonment Retargeting

Lookalike Audiences

Product

Custom Audience

Upsell / Complementary Products

Lookalike Audiences

ProductRetargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

~1-3% ~30%

The Advertising LifeCycle

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Cart Abandonment Retargeting

Product

Custom Audience

Upsell / Complementary Products

Lookalike Audiences

ProductRetargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

~1-3% ~30%

The Advertising LifeCycle

Lookalikes

Lookalikes Lookalikes

Lookalikes

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Cart Abandonment Retargeting

Product

Custom Audience

Upsell / Complementary Products

Lookalike Audiences

ProductRetargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

~1-3% ~30%

The Advertising LifeCycle

Lookalikes

Lookalikes Lookalikes

Lookalikes

SCALE

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Cart Abandonment Retargeting

Product

Upsell / Complementary Products

ProductRetargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

~1-3% ~30%

The Advertising LifeCycle

Lookalikes

Lookalikes Lookalikes

Lookalikes

SCALE

Product Custom Audienc

e

Product Custom Audienc

e

Product Custom Audienc

e

Product Custom Audienc

e

Lookalike Audiences

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Cart Abandonment Retargeting

Product

Upsell / Complementary Products

ProductRetargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

~1-3% ~30%

The Advertising LifeCycle

Lookalikes

Lookalikes Lookalikes

Lookalikes

SCALE

Lookalikes

Lookalikes Lookalikes

Lookalikes

Product Custom Audienc

e

Product Custom Audienc

e

Product Custom Audienc

e

Product Custom Audienc

e

@jlarkin353

Shopping Cart

Generate New Leads

Your Store

Adwords

SEO Content

PR

Facebook Ads

Social Media

CHECKOUT

Product

Product Product

Cart Abandonment Retargeting

Product

Upsell / Complementary Products

ProductRetargeting

ProductRetargeting

ProductRetargeting

ProductRetargeting

~10%

~1-3% ~30%

The Advertising LifeCycle

Lookalikes

Lookalikes Lookalikes

Lookalikes

SCALE

Lookalikes

Lookalikes Lookalikes

Lookalikes

Product Custom Audienc

e

Product Custom Audienc

e

Product Custom Audienc

e

Product Custom Audienc

e

TRUE SCALE

Thanks!

@jlarkin353

Use your data creatively to gain a competitive advantage

and achieve better results.