SMX West 2013 Presentation - Retargeting Best Practices

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Transcript of SMX West 2013 Presentation - Retargeting Best Practices

  • 1. Capture DemandMarriott Site Audience Retargeting Using CriteoReady, Aim, Fire Retarget SMX West, San Jose, March 11,Product FeedUpdatedMonthly 1

2. Who is Beeby Clark+Meyler? Award winninginteractive agencyfocused on innovation inmedia. Client portfolio includestravel, retail, entertainment, fashion, etc. @josephlijo @GoBCM 3. 5 Key Considerations for Remarketing /Retargeting 1. Build your Audience, then Remarket 2. Define Remarketing Strategy 1. Deliver Relevant Message to Audience 2. Prevent Audience Media Fatigue 3. Measure Incremental Benefit3 4. 1. Build you Audience then RemarketBrand WebsiteUsers Browsing the Web Build up at least 100K monthly unique visitors to your brand website beforeSmall Audience = Limited Opportunity launching your remarketing campaignLarger Audience Size: Higher chances of interceptingthe audience on the web afterthey leave your site More granular segments withtargeted messagingLarger Audience = Bigger OpportunityPaid & Organic Search are two key tactics to build your audience pool before remarketing 5. 2. Define Remarketing StrategyIdentify & Evaluate Consumer Behaviors on your site and begin building a pool of anonymouscookies to identify sizeable customer segments to remarket.132 6. 2. Define Remarketing Strategy Before you start, think about what you want the customer to do Think beyond just sales. Get customers or prospects to: - Sign up for email - Provide product reviews - Shop for accessories after purchase Align incentives/offers according to customer value/benefit. 7. 3. Deliver Relevant Message to AudienceSIMPLE SEGMENTED CREATIVE DYNAMIC CREATIVE BANNER FOR SEGMENT 1 BANNER FOR SEGMENT 2Simple rules-based delivery of pre-Assembled in real time based on userexisting assets. profile.Suitable for simple product portfolios Typically pulls site data/imagery/pricingor where technology issues mayprevent use of more dynamic solutionsDynamic creative Solutions from Adacado or Mediamind make thisStill more effective than standard possiblecreative 8. 3. Deliver Relevant Message to Audience | Case Study Kinder Care retargeting campaign utilized dynamic, data-driven creative to deliver a 28% lift in conversions. Messaging was assembled on-the-fly based on user data profile.Site Visitor Data Featured In AdLanding PageNo DataPrevious Site Visitor User Flow Location Data Program Data Program and Location 9. 4. Prevent Audience Media Fatigue | Manage Frequency I hate those shoes that keep following me around everywhere I go, even on Facebook Anonymous Sample Frequency Distribution for Remarketing Campaign In remarketing campaigns, small numbers of users can account for a large number of impressionsCapping or managing your frequency level can improve reach/ROI and is less annoying to consumersExperiment with different frequency segments to determine the optimum rate for your brand/product 10. 5. Measure Incremental Benefit | Control vs. ExposedStudyUser VisitsEXPOSED: Always Shown a Client Ad CONTROL VS. EXPOSEDMusic & Arts.com 13.2%INCREMENTAL Control Exposed CONTROL: Always Shown a PSA AdA control-exposed structure was used to measure the difference in conversion between eachgroup. Only the exposed group was shown clients display ad.Only the incremental lift was used to calculate program return on advertising spend 11. 5. Measure Incremental Benefit | Impact on PaidSearchImpressions Clicks Conversions 10X 10X8X 9X9X7X 8X8X6X 7X7X5X 6X6X4X 5X5X 4X4X3X 3X2X2X 2X2X1X 1X1X 2011 2012 20112012 20112012Overall search activity on branded search terms increased dramatically YOY 51% increase in branded searches 19.3% increase in clicks 51% increase in conversions *This data represents brand campaign data for July 1 September 30 for 2011 and 2012 11 12. 5 Key Considerations for Remarketing /Retargeting 1. Build your Audience, then Remarket 2. Define Remarketing Strategy 1. Deliver Relevant Message to Audience 2. Prevent Audience Media Fatigue 3. Measure Incremental Benefit12 13. Questions? Lijo Joseph ljoseph@beebyclarkmeyler.com @josephlijo @GoBCM