Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Retargeting 101: Women 2.0 Conference Workshop

482 views

Published on

How to leverage display media to fuel your Startup's growth.

Published in: Marketing
  • Be the first to comment

Retargeting 101: Women 2.0 Conference Workshop

  1. 1. MARLO SCHNEIDER | SENIOR ACCOUNT MANAGER Learn the basics about retargeting and how to leverage display media to fuel your startup’s growth.
  2. 2. RETARGETING 101 • Types of Targeted Media • Best Practices • Case Studies • Question & Answer
  3. 3. RETARGETING 101
  4. 4. Site traffic is your most valuable asset. RETARGETING 101
  5. 5. Develop an intellectually honest marketing strategy that’s smart, flexible and highly measureable. RETARGETING 101
  6. 6. Develop an intellectually honest marketing strategy that’s smart, flexible and highly measureable. RETARGETING 101
  7. 7. Develop an intellectually honest marketing strategy that’s smart, flexible and highly measureable. RETARGETING 101
  8. 8. We are all influenced by what we see on the internet. More importantly, we want to be. RETARGETING 101
  9. 9. First party data. RETARGETING 101
  10. 10. CRM retargeting RETARGETING 101
  11. 11. Third party data. RETARGETING 101
  12. 12. Audience targeting. RETARGETING 101
  13. 13. Second party data. RETARGETING 101
  14. 14. 1 Display Advertising Solutions
  15. 15. CAMPAIGN BEST PRACTICES
  16. 16. 1 | Frequency Capping BEST PRACTICES
  17. 17. BEST PRACTICES 2 | Audience Segmentation
  18. 18. BEST PRACTICES 3 | Avoiding Creative Fatigue
  19. 19. BEST PRACTICES 4 | A/B Testing
  20. 20. BEST PRACTICES 5 | Working With Vendors
  21. 21. RETARGETING 101 6 | Understand Your Goals & Attribution Models Measurement: Click through conversions are measured by click through to conversion rate conversions/clicks. Measurement: View through windows help define VTC attribution. For example, a 14 day view through window will attribute conversions to a creative if it was viewed within 14 days of the conversion.
  22. 22. CASE STUDIES
  23. 23. WOMEN 2.0
  24. 24. Campaign Objective Drive awareness for the Women 2.0 SF conference by re-engaging site visitors though Site Retargeting & Facebook Retargeting. WOMEN 2.0 Key Performance Indicators Clicks & Click Through Rate (CTR%) Challenges Timeline: 19 Days Conversion Tracking: Not Available Audience Size: ~ 30,000 Unique Visitors/Month
  25. 25. 0.10% 0.09% 0.08% 0.07% 0.06% 0.05% 0.04% 0.03% 0.02% 0.01% 0.00% CTR% Optimizations & Trends WOMEN 2.0 9/10 9/11 9/12 9/13 9/14 9/15 9/16 9/17 9/18 9/19 9/20 9/21 9/22 9/23 9/24 9/25 9/26 CTR% Linear (CTR%) Women 2.0 Site Retargeting
  26. 26. WOMEN 2.0 Women 2.0 Facebook Retargeting 0.25% 0.20% 0.15% 0.10% 0.05% 0.00% CTR% Optimizations & Trends 9/12 9/13 9/14 9/15 9/16 9/17 9/18 9/19 9/20 9/21 9/22 9/23 9/24 9/25 9/26 9/27 9/28 9/29 CTR% Linear (CTR%)
  27. 27. WOMEN 2.0 Women 2.0: Full Funnel Engagement Prospecting Site Retargeting Facebook 1,222 89% 91 7% 62 4%
  28. 28. WOMEN 2.0 Women 2.0 Learnings Launch further in advance of the event. Lead with a prospecting campaign to drive users down the funnel. Top Performing Sites (Prospecting): marketwatch.com xe.com investopedia.com careerbuilder.com seekingalpha.com Work out conversion tracking in advance.
  29. 29. 2020 AVE
  30. 30. Campaign Objective Drive site visitors to complete their purchases and encourage repeat purchases through Site & Facebook Retargeting. 2020AVE Key Performance Indicators Goals: eCPA & Total Conversion Increase MoM Site Retargeting CPA Goal $20.00 Facebook Retargeting CPA Goal $10.00 Challenges Low average purchase price resulted in aggressive CPA goals from Day 1. Budget constraints left little room for prospecting however, a goal was to increase gross sales. Limited understanding of company margins resulted in goals being somewhat of a moving target.
  31. 31. 2020 AVE $45.00 $40.00 $35.00 $30.00 $25.00 $20.00 $15.00 $10.00 $5.00 $- MoM eCPA Trend Apr-14 May-14 Jun-14 Jul-14 Aug-14 eCPA Linear (eCPA) Site Retargeting
  32. 32. 2020 AVE FBX ReTargeting $20.00 $18.00 $16.00 $14.00 $12.00 $10.00 $8.00 $6.00 $4.00 $2.00 $- MoM eCPA Trend Apr-14 May-14 Jun-14 Jul-14 Aug-14 eCPA Linear (eCPA)
  33. 33. Learnings 2020 AVE Leverage seasonal sales and promotions through banner creative (insert labor day creative) Advertise ongoing offers like free shipping & 20% off (insert examples) Reintegrate first time customers back into remarketing campaigns after 7 days after they’ve made their purchase to re-engage them. Weekly communication on MTD CPA & Total Conversions allowed both parties to have high visibility when campaigns were trending in the wrong direction, and course correct immediately.
  34. 34. RETARGETING 101
  35. 35. Questions? ReTargeter Dashboard Video: https://www.youtube.com/watch?v=1KFuJE3sorc&feature=youtu.be

×