Behavioural Retargeting and Performance Marketing - Hero Grigoraki
Upcoming SlideShare
Loading in...5
×
 

Behavioural Retargeting and Performance Marketing - Hero Grigoraki

on

  • 1,895 views

 

Statistics

Views

Total Views
1,895
Views on SlideShare
1,871
Embed Views
24

Actions

Likes
4
Downloads
34
Comments
0

1 Embed 24

http://www.affiliates4u.com 24

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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!