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