Behavioural Retargeting and Performance Marketing - Hero Grigoraki
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Behavioural Retargeting and Performance Marketing - Hero Grigoraki

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Behavioural Retargeting and Performance Marketing - Hero Grigoraki Behavioural Retargeting and Performance Marketing - Hero Grigoraki Presentation Transcript

  • Behavioural Retargeting and Performance Marketing Hero Grigoraki – Client Services Director, Webgains Ltd
  • What I shall go through
    • Why now?
    • Behavioural Retargeting – Good or bad?
    • Merchant responsibilities
    • Role of the affiliate network
    • Best practice guidelines
    • Questions for your network & BR provider to answer
    Behavioural Retargeting & Performance Marketing
  • Behavioural Retargeting & Performance Marketing Why now?
    • Merchants trying to maximise conversions from the received traffic
    • Semantic targeting technologies and behavioural data are all the rage
    • European entrants creating noise
  • Behavioural Retargeting & Performance Marketing Behavioural Retargeting – Good or bad?
    • How it can help you:
      • Improves CTR and CR, increases ROI and lowers acquisition and retention costs
      • Branding boost on premium publishers
      • Relevance for consumers
      • Affects consumer decision making
  • Behavioural Retargeting & Performance Marketing Behavioural Retargeting – Good or bad?
    • Keep in mind:
      • Consumers can feel they are followed around. Potential brand damage
      • There is a reason why they left the site – address it
      • Fear of privacy & data collection
      • Transparency for ad placements
      • Paying for existing customers
      • PI cookies
  • Behavioural Retargeting & Performance Marketing Merchant responsibilities
      • Think about your existing affiliates!
      • Work based on your needs
      • Agree on terms that reflect the value of traffic:
        • Commission rate
        • Cookie length (PI)
        • Frequency caps
        • Content relevancy placements
        • Transparency in placements & media buying methods
        • Bidding wars against merchants for CPC traffic
  • Behavioural Retargeting & Performance Marketing Role of the affiliate network
      • Advantage in the transparency, control and moderation
      • In line with all your other affiliates
      • Dedupe against all affiliate activity
      • Protect your existing affiliates
      • Value-attribution models
  • Behavioural Retargeting & Performance Marketing Best practice guidelines
      • Selected affiliates under controlled environment – not given to all by default
      • Placements need to be visible (above the fold) and potentially with a min display time – no cookie spraying
      • Transparency on how media is bought and where ads are placed
      • PI cookies will NEVER overwrite click cookies – normal affiliates are protected
      • Shorter duration window for PI cookies
      • Ability to alter commission levels to reflect value of traffic
      • Program transparency on BR used through the affiliate channel – ethical merchant charter
      • Provide reporting on which sales have been provided by PI and post-click cookies – campaign analysis
  • Behavioural Retargeting & Performance Marketing Ask your BR provider
      • Are ads retargeted or behaviourally retargeted?
      • How do you display above your competitors?
      • CPA or CPC? PI or post-click?
      • Where should you expect your ads to appear?
      • Is semantic targeting an option?
      • What offers/CTAs work best in your vertical?
      • Cap in retargeting existing customers
      • Campaign optimisation
  • Behavioural Retargeting & Performance Marketing Ask your network
      • Tactical or strategic campaign?
      • Variable cookie lengths
      • Option to turn PI on for select partners
      • Insist on post click to be protected at all times – no cookie wrapping, no cookie overwriting
      • What commission rate?
      • Transparency to existing affiliates
      • Split reporting to evaluate campaign success
      • Monitoring, controlling, enforcing agreements – transparency on placements
  • Thank you!
            • Hero Grigoraki
            • Client Services Director
            • +44 (0)207 269 1238
            • [email_address]
            • @WebgainsUK
  • Over to you!