B2B Retargeting: Best Practices
 

B2B Retargeting: Best Practices

on

  • 383 views

Over 95% of visitors to your website leave without filling out a form. The fastest way to boost top-of-funnel leads, while being cost-effective with your media spend is through retargeting. In this ...

Over 95% of visitors to your website leave without filling out a form. The fastest way to boost top-of-funnel leads, while being cost-effective with your media spend is through retargeting. In this brief, educational webinar, learn best practices for running successful retargeting campaigns, including:

--Site, Search, Email, and CRM retargeting
--Delivering engaging content & offers with rich media
--Analytics, A/B testing and optimization tactics
--Budgeting your retargeting campaigns

To learn more, check out http://www.kwanzoo.com

Statistics

Views

Total Views
383
Slideshare-icon Views on SlideShare
382
Embed Views
1

Actions

Likes
1
Downloads
12
Comments
1

1 Embed 1

https://www.linkedin.com 1

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

11 of 1

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Media buy like the big boys... without a big buy-in.
    Full turnkey media buying platform w/ RTB & retargeting.
    Guaranteed income http://tex101.net/rtb-biz
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    B2B Retargeting: Best Practices B2B Retargeting: Best Practices Presentation Transcript

    • B2B Retargeting Best Practices Presented by: Mani Iyer | CEO @ Kwanzoo @iyermani #demandgen
    • OBJECTIVES Webinar Objectives • Educate marketers on new opportunities to accelerate demand creation and nurture programs through B2B Retargeting • If you are new to Display and Retargeting, this webinar will point you to introductory resources, and from there we will focus on several B2B Retargeting Approaches
    • Kwanzoo’s Cloud Based Platform
    • New to Display and Retargeting? These webinars may be helpful: Display Advertising 101: http://www.kwanzoo.com/lp/go/display-advertising-101/ The Complete Guide to Retargeting: http://www.slideshare.net/kwanzoo/the-complete-guide-to-retargeting- webinar
    • AGENDA 1. What is retargeting and how is it useful for B2B? 2. Types of Retargeting Strategies a. Site Retargeting 3. Retargeting Using Rich Media 4. Retargeting Best Practices, Case Studies, Execution / Costs a. Email Retargeting a. CRM Retargeting a. Search Retargeting 5. Reporting, Analytics and Advanced Strategies APPENDIX / QUESTIONS?
    • What is Retargeting? New Prospecting vs. Retargeting New Prospecting • Prospects NOT already in the advertiser‟s database. Reach new “watering holes” and place ads to attract new prospects, get them to opt-in into further conversation. Re-targeting • Already a bit familiar with the brand. Visited your site and bounced. • Conversion rates for re-targeting = typically higher than for new prospecting.
    • B2B Retargeting Strategies
    • Your Website Ad Network Organic Search Email Social PPC & Display Visitors get tracked for retargeting (cookie’d) Tracking works beyond your website across the web Retargeted Ads Example: • 10,000 website visitors • 30 impressions / visitor / month • Total of 300,000 retargeted impressions per 30 day period What is Site Retargeting ?
    • Benefits of Site Retargeting Reach unknown site visitors: Over 95% of users leave websites without converting Performance: Show the right ads to the right people. Boost Top-of-funnel Leads. Reach and Brand Awareness: Use site-retargeted display ads to help keep your brand top of mind with your customers
    • Site Retargeting: Minimum Website Visitor Requirements Effective Retargeting Campaigns: • Moderate B2B Websites – 5000+ monthly unique website visitors • 150,000+ retargeted ad impressions available. Volume allows for positive retargeting ROI. • High Traffic B2B Websites – 50,000+ monthly unique visitors • 1,500,000+ retargeted ad impressions available. You can start smaller using “Retargeting Segments”. • High Traffic B2C Websites – 500,000+ monthly unique visitors • Selectively retarget visitors to specific sections of your website using “Retargeting Segments”.
    • What is Email Online Retargeting ? Serve display ads to anybody who opens your emails.
    • What is Email Offline Retargeting ? Email Retargeting Setup Retargeted Ads Retargeted Ads Ads are served to cookie’d prospects everywhere as they browse the web Ads served 1 to 5 times/day during a campaign window Online Email Retargeting Code snippet is placed in email; user cookie’d upon open. Offline Email Retargeting An email list (provided by you) is matched to offline 3rd party cookies • List match rate determined when the submitted, usually 30-50% for B2B Target and serve ads to prospects based on their email address:
    • Benefits of Email Retargeting Cross-Channel Marketing: Complement your e-mail marketing campaigns with display ads to reinforce your messages and re-engage customers at multiple touchpoints Precision Targeting: Serve rich media ads to specific individuals and groups to prevent wasted impressions and optimize your return on investment Brand Awareness: The combination of e-mails and retargeted display ads help keep your brand top of mind with your customers
    • Email Retargeting: List Requirements How email retargeting lists work: You provide Kwanzoo or your retargeting partner with a list of email addresses, for instance: • The list of prospects who are not opening your emails, OR • Your full email list for a nurture campaign, where your goal is to accelerate nurture through display. Email List Match Rates • We will tell you what % of your prospects (the “match rate”) we will be able to reach for you through 3rd party publisher websites. • Match rates tend to be lower for B2B so larger email lists are recommended • Best are lists of 20k +
    • What is CRM Retargeting ? Target ads to people using only their physical mailing address (not their email address)
    • What is Search Retargeting ? Target ads to people based on the keywords they’re searching for
    • Retargeting using rich media
    • Boost retargeting conversions with rich media – Step 1
    • Boost retargeting conversions with rich media – Step 2
    • Boost retargeting conversions with rich media – Step 3
    • Boost retargeting conversions with In-banner Lead Forms A/B testing showed over 30% higher lead conversions BEFORE:
    • Top-of-Funnel: Boost Leads with Video Lead Form Ads • Link in your marketing or training video from Youtube • Capture leads in the retargeted ad, store directly into your MAP or CRM 1. Video 2. Overlay banner 3. Lead form 4. Thank you screen
    • (Optional) Front Screen with title and webinar pitch collect registrations in Signup Screen Capture Registration Data directly into Citrix GoToWebinar, MAP or CRM Top-of-Funnel: Webinar sign-ups directly inside ads
    • Retargeting Best Practices
    • Full Integration and Reporting with your MAP/CRM Top of Funnel Mid Funnel Lower Funnel Campaign Strategies by Funnel Stage Display Lead Generation Mobile Lead Generation Video & Content Marketing In-banner forms Video lead forms Webinar sign-up ads Site Retargeting Capture More Leads Email Retargeting CRM Retargeting Email Engagement (rich media polls) Improve Nurture Engagement Persona-based Ads Account-based Ads Other Personalization (Geo & Firmographic) Accelerate Your Pipeline 1 2 3
    • NEW! Expand Top of Funnel with Third Party Email Lists Retargeted Display Ads to Third Party Email Lists: • Procure Email Lists with Permission to Serve Display Ads: • Achieves best possible targeting – for B2B, this tactic works better than most direct buy campaigns, or real-time-bidding with third party data (IP, bizographic cookies) • Different cost models – Email list owners may do deals on a CPA/CPL or CPM similar to other third party data providers. Test different email list providers to identify high quality external email lists for retargeted display ads. • Test multiple third party data on boarding partners – increase your match rates. Get additive match rates across multiple providers – Liveramp, Neustar, Datalogix, Experian
    • NEW! Boost ROI w Viewable Impressions & A/B Testing Effective B2B Retargeting Campaigns: • You can boost campaign ROI several-fold with: • Viewable impression tracking – make sure retargeted ads are “Above the Fold”, 60% of ad visible in a viewable area or in-focus page for at least 1 sec • A/B testing – Serve multiple versions of rich media ad creative. Test different content / copy / messaging / offers. Add campaign creative in real-time as new assets become available. • Impression & CPM Caps – Set per user impression caps at 20 to 30 impressions/user/month at $3 CPM. Set daily caps at 2 impressions/user. Lowers “ad fatigue” and „engagement decay”. • Day Part, Geo Fence, Device – Set day parts (e.g. 7 AM to 7 PM). Set geo fence (e.g. NA only), device (Desktop users only).
    • A/B Testing Lead Form Ads Multiple Front Screen Creatives Front Screen 1 Front Screen 2 Front Screen 3 Front Screen 4 All creatives served on a rotating basis, leading to the same Sign-up Screen creative Signup Screen
    • NEW! Optimized Lead Flow with Enrichment & Verification • Ask prospect to fill out short forms (First Name, Last Name, Email, Company) • Enrich your leads en-route to your MAP/CRM with additional data gathered using data append from Netprospex, Zoominfo, Neustar, or third party lead append & verification support • Live Posting or Batch Posting (with Lead Verification) • Additional data fields can include – Industry, job function, job title, phone number – Country, state/province, address1, city, zip – Lead scoring data (campaign IDs from your MAP/CRM associated with specific ad creative or delivered assets) • Validated data can be batch posted 2X / week to your MAP/CRM in small (50+) lead batches
    • CASE STUDY - IN-BANNER LEAD FORMS Retargeted ads with in-banner form Test Results (4Q13-1Q14 for One Product Line) Impressions: 631724 Leads: 30 Spend: $1240 (media fees), $632 (Kwanzoo impression fees) Retargeting Cost Per Lead: $62.40 (inclusive of Kwanzoo fees) SEM/PPC Cost Per Lead: $80.00 (baseline, per the customer) Summary: 48% lower CPL (based on media fees alone) 22% lower CPL (after paying for Kwanzoo)
    • Putting Together a Retargeting Campaign 1. Define the goal – demand creation? re-engagement? both? 2. Budget - finalize email lists of active and inactive prospects 3. Media Buying – Geo (NA / EU / LATAM / APAC / Global), “Above the Fold”, Day Parting 4. Creative - copy, design, messaging, content offers, brand guidelines, 5. Execute & Review - analytics, reporting, key metrics 6. Campaign Management – • Targeting – impressions/day served based on how it‟s working • Bid Management – set bid prices to meet volume goals (daily/weekly) • Creative updates - changes in mid-flight based on engagement / lead capture metrics
    • Options for Campaign Execution - Resources Needed 1. Retargeting Media Buying In-house – direct from Retargeting Provider Through your agency Through Kwanzoo (full service) 2. Rich Media Creative In-house – use Kwanzoo as tech provider Through your agency – use Kwanzoo as tech provider Through Kwanzoo (full service) 3. Retargeting Campaign Management In-house – directly use Retargeting + Kwanzoo platforms Through your agency – directly use Retargeting + Kwanzoo platforms Through Kwanzoo (full service)
    • Media Spend and Minimum Campaign Duration Media costs will vary by strategy: 1. Site Retargeting in units of 1000 (CPM) $1.50 to $3.00 CPM Add $1.00+ CPM for “Above the Fold” From no minimums to $500+ minimums based on the retargeting platform Duration: Most effective if least 6 months for cookie pool to build, then test & optimize content and offers 2. Email or CRM Retargeting Add $1.50+ CPM for Email Address or Physical Address Matches 10,000 Physical Address Minimum Only pay for impressions served to matched addresses From $1000 campaign minimum to CRM retargeting provider CRM list load costs separate ($100+ per list) Campaign management fees separate (15% of media costs) Duration: Can be short (30 to 90 day) campaigns to drive users to a live event, drive pipeline acceleration
    • Analytics, Reporting & Advanced Strategies
    • Analytics from Retargeting Platforms / Networks 1. Media Spend Impressions Served Average CPM Media Spend by Day / Week / Month 2. Visitor Data # Cookie'd Retargeted Website Visitors # Cookie‟d Visitors by Retargeting Segment # Impressions Served by Retargeting Segment 3. Conversions Completed conversion events Average Cost Per Lead (CPL / CPA)
    • Rich Media Ads – Detailed Analytics View detail stats including: • impressions • engagement (first click) • viewable impressions • partial form fills • lead captures • %engagement / impressions • %engagement / viewable impressions • video play duration for each engagement • %video play / total video duration
    • Site Retargeting: Details
    • Rule 1 Rule 2 Rule 3 By 3rd Party IP-based data (named account) By 1st Party MAP data (job title, lead score) Default content with lead form By Key – Value Parameters in the Referrer URL (e.g. text ad offer copy, geo for live event) Rule 4 Lower Funnel: Retargeted ads mapped to individual personas and named accounts
    • SUMMARY 1. B2B Retargeting: The Basics 2. Planning & Budgeting B2B Retargeting Campaigns 3. Running B2B Retargeting Campaigns 4. Analytics, Reporting & Advanced Strategies 5. Questions
    • Questions?
    • Questions? Phone: 408-216-7025 Email: info@kwanzoo.com Twitter: @kwanzoo @iyermani Resources: http://www.kwanzoo.com/cms/lp/go/site-retargeting-pilot-modeler/ http://www.kwanzoo.com/resources/faq/email-retargeting-planning- faq/ http://www.kwanzoo.com/solutions/display-retargeting/supported- networks-exchanges/
    • APPENDIX 1. Planning & Budgeting B2B Retargeting Campaigns 2. Running B2B Retargeting Campaigns
    • APPENDIX Planning & Budgeting B2B Retargeting Campaigns
    • Planning & Budgeting Email Retargeting Campaigns 1. Retargeting Campaign Cost Components Media Buying, Creative, Campaign Strategy / Management 2. Recommended Minimum Campaign Duration 3. Media Spend by Strategy (Site versus Email) 4. Resources Needed: Your Options - In-house - Outsourced (As Needed) - Outsourced (Full Service) .
    • Putting Together a B2B Retargeting Campaign 1. Define the goal – demand creation? re-engagement? both? 2. Budget - finalize site retargeting segments finalize email lists of active and inactive prospects 3. Media Buying – Geo (NA / EU / LATAM / APAC / Global), “Above the Fold”, Day Parting 4. Creative - copy, design, messaging, content offers, brand guidelines, 5. Execute & Review - analytics, reporting, key metrics 6. Campaign Management – • Targeting – impressions/day served based on what works • Bid Management – set bid prices to meet volume goals (daily/weekly) • Creative updates - changes in mid-flight based on engagement / lead capture metrics
    • Budgeting for Email Retargeting: ROI Modeler
    • Budgeting for Email Retargeting: ROI Modeler – Page 2
    • Media Spend and Minimum Campaign Duration Media costs will vary by strategy: Email or CRM Retargeting Baseline at $3 CPM Add $1.00+ CPM for Email Address or Physical Address Matches 10,000 Physical / Email Address Minimum Only pay for impressions served to matched addresses From $1000 campaign minimum to CRM retargeting provider Email or CRM list load costs separate ($100+ per list) Campaign management fees separate (15% of media costs) Duration: Can be short (30 to 90 day) campaigns to drive users to a live event, drive pipeline acceleration
    • Options for Campaign Execution - Resources Needed 1. Retargeting Media Buying In-house – direct from Retargeting Provider Through your agency Through Kwanzoo (full service) 2. Rich Media Creative In-house – use Kwanzoo as tech provider Through your agency – use Kwanzoo as tech provider Through Kwanzoo (full service) 3. Retargeting Campaign Management In-house – directly use Retargeting + Kwanzoo platforms Through your agency – directly use Retargeting + Kwanzoo platforms Through Kwanzoo (full service)
    • APPENDIX Running Retargeting Campaigns
    • Running Retargeting Campaigns 1. Retargeting Pixels & Segments 2. Retargeting Creative – Banner Ads, Rich Media 3. Building Creative & Generating Retargeting Ad Tags 4. Burn Pixels 5. Campaign Activation
    • Email Retargeting Pixel Sample Email Retargeting Pixel Email Retargeting pixel: A way to uniquely identify visitors who opened your email so they can be served ads later on across the web.
    • Build Your Rich Media Ads in 3 Easy Steps! 1. Select ad unit 2. Customize 3. Run, Optimize
    • Rich Media Ads – Setup & Customization
    • Generate Retargeting Ad Tag & Deploy
    • Manage Retargeting Campaign Execution