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

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

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