Retargeting Advertising: from theory to (best) practice
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Transcript of Retargeting Advertising: from theory to (best) practice
Retargeting Advertising: From theory to (best) practice
Magda Maragkoudaki, ForestView 9th Internet & e-business Innovation Forum @ Athens
December 3rd 2013
Retarget Users Convert Them To Customers
Did You Know That…?
LaRedoute.gr
The Objective
“Boost Sales, Lower CPC & Cost Per Action,
Improve ROI”
The Solution
Facebook Retargeting
How It Works
How We Did It
Segmenting Customers Into Categories
Testing Multiple Retargeting Ads
Optimizing Campaigns Daily
Segmenting Customers Into Categories
Gender Product Categories Visited Behaviour i.e. Cart Abandonment
Based on:
Testing Multiple Retargeting Ads
Optimization Is Key
Add New Images & Texts Regularly
Test High converting Product Categories
Campaign Reporting & Evaluation Of Results
CPA Optimization so it makes sense to LaRedoute’s business
The Results
Facebook vs. Other Retargeting
76% Lower CPC
89% CPA Decline
2,7% Conversion Rate
1/3 of Post-Click Sales from Cart Abandoners
10x Incremental View-Through Conversions
MelinaMay.com
The Objective
“Drive Incremental Sales, Serve Custom Messages To Engaged
Users”
The Solution
Dynamic Retargeting
How It Works
How It Works
The Results
Dynamic Retargeting vs. Other CPA-based Display
16x Monthly Sales
8x Conversion Rate
+19% Average Basket Value Increase
94% Of ForestView Affiliate Monthly Sales
Once You Track, You Never Go Back!
Best Practices
Select The Right Audiences
Focus On The User, Not The Placement
Relevancy, Frequency & Sequency
Creative & Custom Messaging Tests
The Future Is Already Here
Search & Video
Mobile Retargeting
Retargeting on Social Networking Platforms
Integration of CRM & Advertising Data
See the forest for the tree!
Thank You! Facebook.com/Forestview Linkedin.com/company/Forestview Twitter.com/ForestView