Smart Remarketing for Maximum Returns-Tim Mayer
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1) The document discusses techniques for improving retargeting campaigns, including using suppression cookies, reducing frequency caps, broadening SKU-level retargeting, and using first-party data to inform programmatic bidding and creative decisioning. 2) It also discusses behaviorally segmenting users, creating custom audiences, and using retargeting in tandem with email to help with user onboarding, engagement with trials, and upgrading to paid versions. 3) The document concludes by emphasizing the importance of attribution in measuring the success of retargeting campaigns.
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Smart Remarketing for Maximum Returns-Tim Mayer
- 1. Smart Remarketing for Maximum Returns Monday January 19th 2015 Tim Mayer, CMO Trueffect
- 2. 2 Retargeting Spend Based on Bad Math?
- 3. 3 Techniques To Improve Retargeting 1. Suppression Cookies to Suppress Ads 2. Reducing the Frequency Caps 3. Broadening of SKU Level Retargeting 4. Using First-Party Data to inform: • Programmatic Bidding • Creative Decisioning
- 4. 4 Giving Offers to Buyers
- 7. 7 Potential User Segments 1. Awareness 2. Consideration 3. Decision 4. Nurturing
- 9. 9 Retargeting in Tandem with email
- 10. 10 Retargeting Helps with Onboarding • Freemium • Upgrade to Paid • Remind to engage with Trial
- 11. 11 Expand Reach with Multi Format Ads
- 12. 12 Twitter/Facebook: •Adroll •Nanigans •Triggit Huffington Post, CNN, WSJ etc. •Taboola •Outbrain •Sharethrough Retargeting with Native Advertising
- 13. 13 It All Comes Down to Attribution
Editor's Notes
- Assuming linkage is still intact between retargeting ad and conversion Assuming all conversions from remarketing are incremental Not keeping viewability in mind and assuming the user has seen the ad
- Drop suppression cookies when people convert to understand which users should not be targeted or not targeted for initial purchase Reduce the number of times a user is exposed to an ad that they may have purchased already – for SKU level retargeting or low purchase consideration products Broaden SKU level retargeting to category level retargeting as user may have investigated and rejected that specific feature/functionality/price mix Use First Party on site behavioral data to segment users and serve different creatives to these segments and bid differentially on them based on their potential value to boost campaign performance and Return on Ad Spend
- A user comes to your site and purchases You then retarget them with a % savings or dollar off offer They go back to site and cancel and then rebook with offer You lose Revenue on a closed sale
- User views product SKU and you do not know if they are interested in SKU Limit impressions of SKU via frequency capping Alternate in broader category based retargeting
- Four visitors come to your site: The first put $100 of merchandise in their shopping cart but abandoned it before purchase. The second browsed five product pages before leaving. The third signed up for newsletter – meeting one of your conversion metrics. The fourth came to the homepage but then immediately bailed out, your typical bounce. Bidding Strategy: It is obvious that in most cases, you would be willing to pay more money for the customer with abandoned shopping cart and very little for the homepage bounce, with the other two somewhere on the spectrum between those. And yet, many retargeting campaigns would treat these four customers exactly the same way What would be better? Creatives that are tailored to need of each customer. Perhaps a free shipping offer for the shopping cart An ad featuring category retargeting (possibly offered with a discount) for the product page surfer, Current sales offers for the newsletter signup For the home page bailout, you may just be trying to get them back to the site, pushing the brand but not spending too much money on the conversion.
- In the end it comes down to how you value your retargeting conversions in your marketing mix. Are we spending enough at the top of the funnel filling the funnel with new prospects moving more people to the consideration phase where more branded and unbranded searches can take place as well as Higher CTRs on organic and Adwords listings as well as improved open rates on email campaigns.