The Three Pillars of Successful Retargeting: Search, Social, Display - Marin Software Webinar
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If you're only using data from one channel to retarget your ads, you're missing key ingredients.
Transcript of The Three Pillars of Successful Retargeting: Search, Social, Display - Marin Software Webinar
Retargeting Practices and Recommendations across Search, Social and DisplayAugust 2014
Brad FloraSr. Dir. Product Management, Marin SoftwareCo-founder and former CEO, Perfect Audience
Brian SimProduct Marketing Manager, Marin Software
Agenda
Retargeting practices survey results
Cross-channel retargeting performance benchmarks
Best practices for retargeting on multiple channels
The case for retargeting
The path to purchase is complex and takes time and multiple steps
Who’s retargeting? Everybody’s retargeting!
Why retarget? Because retargeting is an awesome conversion driver
With Google RLSA, Marin Software clients have seen CTRs with up to 3x higher and CPCs up to 50% lower vs. non-RLSA search campaigns
400% increase in CTR on Dynamic News Feed ads
300% increase in CTR on Dynamic Sidebar ads
7x ROI on Click Through Conversion Revenue
Increased incremental revenue 134% with Facebook Retargeting over 6 months
Lowered CPA by 24% for retargeting on GDN
Retail B2B
Search
Over 75% of marketers are already retargeting on the search channel
What channels are marketers running retargeting campaigns on?
Search retargeting is as prevalent as site retargeting
What types of retargeting do marketers do?
Search retargeting combines intent and behavioral cues to retarget
Prospecting?
Ads on Search Channel?
Intent Data?
Retargeting performance across search, social and display
RLSA campaigns performed significantly better vs. non-RLSA
RLSA campaigns had 2-3x higher CTR compared to non-RLSA campaigns
CPCs for RLSA campaigns were lower compared to non-RLSA campaigns
Retargeting on both social and display improves performance
Prior research has shown a multiplier effect when marketing across channels (non-retargeting ads)
A similar effect shows when retargeting
Why does retargeting on social and display improve results? For customers
Increase trust
See value in the product
Purchase criteria is positively reinforced
For marketers
Better understanding of cross-channel performance
Better budgeting, targeting and campaign optimization
7 best practices for cross-channel retargeting success
Marketers identified 4 major challenges with retargeting
Getting volume for retargeting lists
Performance not meeting expectations
Attribution difficulties
Lack of transparency
1. Start broad, then segment on action and characteristic
Test additional segmentation within each bucket:• Demographics (3rd party data)• Intent (search data)• Proprietary 1st party data
(CRM)
Product Page Visitors
Cart Abandoners
All site visitors
Purchasers
Hig
her v
olum
eH
ighe
r effi
cien
cy
2. Use search intent to create smarter audience lists
Right ad?
“honda accordfinancing”
3. Segment messaging to move customers along the buying journey
Broad message and creative recaptures
attention
Transaction-related ad content
TargetedCall-to-Action
4. Use lift tests to attribute retargeting performance
The problem:American Apparel wanted to prove that retargeting ROI was positive and not “stealing conversions” from other ads
The process:American Apparel set up lift tests by setting up Facebook retargeting and contrasting it to a control group
The results:Saw a 400% increase in ROI on Facebook retargeting without a conversion dip in other ad sources proving revenue growth was attributable to new customers
5. Ensure all your data is readily available to you
See allyour data
How are they bidding?
6. Maintain brand image by fine-tuning campaign controls
Frequency caps
Publisher Transparency
Relevant creative
7. Efficiently expand reach with partner retargeting
Retargeting has the inherent downside of targeting only users who’ve
been to your site
Expand that universe of visitors strategically
Partner Connect is the first partner retargeting marketplace where
marketers can cost-effectively reach unique audiences by retargeting
partner audiences
Partner retargeting: Targeted audience expansion
Questions to ask: How relevant is my product/service be to my partner’s visitors?
Will my partners help me achieve scale? Or do they help me target a niche?
Sock company Shoe company
Partner retargeting: Cross-promotions with new and existing partners
Questions to ask: Do you have existing marketing partners whose visitors would be valuable targets?
Would retargeting help improve performance of an existing co-marketing effort?
Anti-virus PC Company
Partner retargeting: Create an internal retargeting network
Questions to ask: Can a smaller brand “jump start” growth by retargeting a larger brand’s audience?
Is there a series of “step up” brands that target customers through different life
stages?
A best practices recap
1. Build broad lists, then segment on action and characteristic
2. Use search intent to create smarter audience lists
3. Segment messaging to move customers along the buying journey
4. Use lift tests to attribute retargeting performance
5. Ensure all your data is readily available to you
6. Maintain brand image by fine-tuning campaign controls
7. Efficiently expand reach with partner retargeting
Q&A
Thank you!
