Targeting Your Social Ads: Facebook Remarketing and Marketo Personalization
Transcript of Targeting Your Social Ads: Facebook Remarketing and Marketo Personalization
Mike Telem VP Product Marketing, Marketo
Facebook Remarketing
Marketo Real-Time Personalization
Ravi AdusumilliHead of Enterprise Partnerships, Facebook
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Overview
• Intro
• Personalization
• Ad Remarketing
• The advantages of Personalized Remarketing
• Case Study
• Getting Started
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Digital Marketing Budgets
• 25% of the digital marketing budget is on display
• 44% of B2B companies will increase display budgets
• 70% YoY Remarketing growth
• $133 Billion spent on online advertising in 2014 with expected growth of an
additional 16% during 2015
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What is Personalization?
The combination of:
• Identifying a person’s attributes (Intent, potential,
behavior, profile and/or firmographics)
• Customizing their experience by presenting them
with relevant content, calls-to-action or visuals
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What is Real-time Personalization?
Speed
“Within the first 10 seconds of your visitor’s website experience, you must
explain what you can do for them” (Microsoft Research)
Relevancy
“82% of prospects value content targeted to their specific industry” (MarketingSherpa)
Personalizing your prospects experience while they are engaged and
attentive
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B2B Personalization Attributes
Organization Industry Revenue
Customer Journey
Size Persona Territory
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B2C Personalization Attributes
Customer Journey
GeoLocation
Price Sensitivity
CustomerProfile
Buying History
Product Intent
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Real-Time Personalization
• Segments inbound prospects in real-time based on:
• Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
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Personalized Web Engagement
Default ViewPersonalized for Visitors from the Healthcare Industry
Higher engagement, with average visit duration rising 313% and average pages per visit increasing 163%.
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Personalized Web Engagement
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Behavioral (honeymoon search & referral)
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Behavioral (Golf search & referral)
Over 17% avg. CTR on behavioral campaigns.
3xMore click-thrus than any other method
33%Conversion rates for personalized campaigns
20%Increase in qualified lead gen with selected content
Personalization Results
10xUplift in revenue generating conversions rates
B2C
B2B
Across devicesDeliver ads across desktop and mobile
Real identityFacebook’s use of real identity means you’ll
target people, not cookies
Accurate targeting
You can layer other Facebook targeting options to ensure you’re sending
the right message
Incredible scaleFacebook’s broad reach
across desktop and mobile consists of 1.4+ billion monthly active users
(March 2015)
Remarketing using Custom Audiences
Source: Facebook US internal data, March 2015
Custom Audiences enable you to target people on Facebook based on the data you
own in a privacy safe way.
Matched targets
Your dataDirect or through third-party
Intent data +
Marketo’s Personalization Attributes
People you know on Facebook
Remarket using Custom AudiencesUsing the Facebook Pixel, you can automatically create Custom Audiences based on the actions people have taken on your website.
Remarket using Custom AudiencesAcquire customers
Ads automatically served in News Feed
Drive back to your website ormobile app to convert
Exit and didn’t sign up or convert
Your website or mobile app
Remarketing across business objectives
Objective Example
Online conversionBring your website/mobile app visitorsback to your online conversion funnel
Telco remarkets business services to key accounts with a link ad (on any device) encouraging them to complete their transaction
Lead GenerationDrive people to a form to sign up for a demo, or for an upcoming event
Pharmaceutical retargets a link ad based on industry and organization for an upcoming event
Offline salesDrive your website/mobile appvisitors into your store
Auto brand remarkets a photo ad on mobile to people who viewed a specific car, asking them to visit the local dealership for a test drive
Mobile app install adsEncourage your website visitors toinstall your mobile app
A regional bank targets all local businesses owners with <100 employees with mobile app install ad
Remarketing across marketing objectives
Excluding existing customers
Exclude users who have already purchased the product.
Continue to show ads with complimentary products
Remarketing to potential leads/customers
Capture users who have expressed intent on your website or mobile app.
Segment these users and target with ads.
Finding new potential customers
Use Custom Audiences from your website or mobile app as a seed to create lookalikes.
Acquire new customers who look like your existing customers.
Businesses are seeing tremendous successDrive website conversions
70%lower CPA than
other display media
68%increase in online
desktop orders
Source: Facebook case studies
54Xreturn on
advertising spend
15%above AOV for conversions
20Jeans
3x reduction in CPA
Used Custom Audiences to retarget people who abandoned shopping cart
Automotive
Drove offline test drives at the lowest cost per acquisition of any channel
Used Custom Audiences from their website + Custom Audience
Tailor your creative to each audience
Massive reach once meant mass-message
Achieve massive reach while delivering relevant messages to segmented audiences
Before Now
F 18–45,SedanOutdoors
F 18–45,SedanMoms
F 18–45,SedanEco
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Businesses are seeing tremendous successDrive website conversions
70%lower CPA than other display
media
68%increase in
online desktop orders
Source: Facebook case studies
54Xreturn on
advertising spend
15%above AOV for
conversions
20Jeans
3x reduction in CPA
Used Custom Audiences to retarget people who abandoned shopping cart
Automotive
Drove offline test drives at the lowest cost per acquisition of any channel
Used Custom Audiences from their website + Custom Audience
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Don’t Propose on the first date
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It pays to bring people back…
• Bounce rate
• 1st Visit: 50%
• 2nd-5th Visit: lower then 20%
• Conversion Rate
• 1st Visit: 1-4%
• 2nd-5th Visit: 8-12%. Leads are more qualified.
• Conversions increase by 2-3x compared to the 1st visit
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Personalized Retargeting Use Cases
• Product interest
• Buying history
• Vertical / Market Segment
• Targeted Named Accounts
• Sales Cycle Stage / Score
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Retargeting - General (Advertising)
FacebookCustom
AudienceSite Visit Leaves Site
Industry: HealthcareRevenue: Mid-SizeLocation: Canton, OhioInterest: Personalization
MarketoPersonalization
Personalized Return Site Visit
Visitor
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Facebook – Personalized Remarketing
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Retargeting – Personalized (Advertising)
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Retargeting – Personalized (Advertising)
Higher Education Healthcare Large Enterprises
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Personalized Ads - Results
60%Increase in Total Click
Through Rate
6XUnique Click Through
Rate
21%Lower Cost per Unique
Click
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Define Audiences in Marketo RTP
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Define Audiences in Marketo RTP
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Define Audiences in Marketo RTP
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Getting Started
Setup RTP segments
Set up Remarketing Lists
Execute personalized remarketing campaigns
Measure Personalized Ad performance