The Three Pillars of Successful Retargeting: Search, Social, Display - Marin Software Webinar
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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.

If you're only using data from one channel to retarget your ads, you're missing key ingredients.

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The Three Pillars of Successful Retargeting: Search, Social, Display - Marin Software Webinar The Three Pillars of Successful Retargeting: Search, Social, Display - Marin Software Webinar Presentation Transcript

  • Retargeting Practices and Recommendations across Search, Social and Display August 2014 Brad Flora Sr. Dir. Product Management, Marin Software Co-founder and former CEO, Perfect Audience Brian Sim Product 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 Retail B2B 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 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? Intent Data? Ads on Search Channel?
  • 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 Lack of transparency Attribution difficulties
  • 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) All site visitors Product Page Visitors Cart Abandoners Purchasers Higher efficiency Higher volume
  • 2. Use search intent to create smarter audience lists Right ad? “honda accord financing”
  • 3. Segment messaging to move customers along the buying journey Broad message and creative recaptures attention Transaction-related ad content Targeted Call-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 all your data How are they bidding?
  • 6. Maintain brand image by fine-tuning campaign controls Frequency caps Relevant creative Publisher Transparency
  • 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 Sock company Shoe company 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?
  • Partner retargeting: Cross-promotions with new and existing partners Anti-virus PC Company 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?
  • 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!