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New Retargeting Strategies for 2014

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Learn how to get the most out of your retargeting campaign and boost conversion rates.

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New Retargeting Strategies for 2014

  1. 1. NEWRetargetingStrategies for2014 2011 2012 2013 2010
  2. 2. 3 5 6 12 16 14 8 10 11 Contents Introduction Retargeting–ABriefHistory Segmentation:BestPractices RetargetingandReal-TimeBidding(RTB) RetargetingthroughAdExchanges CreativeOptimizationCreativeOptimization RetargetingonFacebook What’snext? 10TipsforHighlySuccessfulRetargetingCampaigns
  3. 3. Introduction Therewasatime,nottoolongago,whenanabandonedcartmoreorless guaranteedthatyouhavelostasale.Apersonvisitedyourwebsite,madethe efforttoaddsomeitemstotheonlinecart,andyetforsomereasondidn’t completethetransaction.Therecouldbeanynumberofreasonsbehindthis, butthebottom-lineisthatyoulostapotentialcustomer. RetaRetargetinghasleveledtheplayingfieldforonlineretailersandecommerce websites.Now,evenifapotentialcustomerislost,youcanuseretargeting techniquestogethim/herbacktoyourwebsite.Ifyouarelucky,thelostsale wouldthenbecompleted.Retargetingisnow widelyusedasameansof trackingandconvincingpeoplewhovisitedyourwebsiteintherecentpastto visitagain. WHATTHENUMBERSSAY Percentliftinnumberofpeoplewhosearchedfora marketer’sbrandwithinfourweeksofadexposureintheU.S Source:Adage Retargeting Audience Premium +1,046% +514% +300% +130% +126% +100% Contextual RON Efficiency
  4. 4. mytennissite.com 98%Leave VisitorsLeaveVisitorsEnter Lost Visitors Return ThisshorteBookisintendedasaguidetohelpyoulearnaboutthemost effectiveretargetingstrategiesin2014.Wewillgooveranumberofstrategies and providetipsyou can follow to createacomprehensiveretargeting strategy.Allyouneedtodoisreadtilltheend!
  5. 5. Retargeting–ABriefHistory Overtime,retargetinghasevolvedrapidly.Infact,youmightfindithardto believethatretargetingasweknowittodaydidn’texistuntilafewyearsback. Modernonlineretargetingonlycametotheforeabout7yearsback.Youmight knowthatitwasthetimewhenonlineshoppingbeganshowingstellargrowth inpopularity.Sincethenumberofpeoplemakingpurchasesonlinewasonthe rise,itwasonlynaturalthatmarketersbegantopursuetheirtargetaudience onlineaswell.Thisledtoamorepersonalizedform ofretargeting. Insteadoftargetingtheiradsandothermaterialatabroadgroup of people,a more personalized method of retargeting was developed.Thismeantthatmarketerscouldnow focusonthe customerasanindividualratherthanhavingtotargetawhole demographic. 2010 2011 2012 2013 2014
  6. 6. Obviously,thereisnothingwrongwith goingbroad butretargetingan individualoffersabetterchanceofasale. Initially,theadsusedforretargetinglostcustomerswerequiteplainindesign andappearance.Asingleadwouldbecreatedandthenusedoverthewebas marketerstriedtotracktheircustomers.Backinthosedays,thetoolsavailable tomarketersnowweren’tpresent.So,therewasnochoicebutformarketers tocontinuouslyupdatethemeansofretargeting. TimesTimeshavechangedandhow.Today,itispossibleforanadtobecreatedand displayedinrealtimehardlyafewsecondsafteravisitorhasclickedaway from yourwebsite. Tosaythatretargetingisperfectwouldbestretchingthetruth. Tosayitwouldandshouldcontinueevolvingisright. Segmentation:BestPractices Movingontothebusinessendofthings,let’sstartthingsoffwithperhapsthe mostimportantofallretargetingstrategies.Whenretargeting,youcannot pursueeachandeveryvisitorwhoclicksawayfrom yourwebsiteindividually. Thatwouldtakealotoftimeandeffortandyouwouldhavetoconstantly monitoryourwebsite.
  7. 7. Thisiswheresegmentationcaneaseyourburden.Throughsegmentation,you candivideyourtargetsintodifferentsegmentsandgroups.Regardlessofhow yousegmentyourpotentialcustomers,youneedtogetitright.Herearesome segmentationbestpracticesyoushouldfollow: SegmentingbySalesCycle Firstoff,youcansegmentyourusersbythepositiontheywereinonthe salescycle.Forinstance,visitingyourwebsiteisthefirststepandcompleting thepurchasethelast.Sincethepurchasewasn’tcompleted(elsewhywould youberetargeting),youcanhavedifferentbanneradsforuserswhoonly browsedyourwebpagesandthosewhoabandonedtheircarts. SegmentingbyProductInterests Youcansegmentusersbytheproductsorservicestheyshowedinterestin. Thisiseasierifyouhavedifferentproductpagesforeachproductand serviceyouoffer.Youcanalsogetcluesfromtheitemsthatvisitoraddedto his/hershoppingcartbeforeabandoningit.Haveadstailor-madebasedon theproducttheusershowedinterestin. SegmentingthroughOptimization Last,butnottheleast,youcanoptimizethesegmentsyouhavecreated byaddingdifferentfilterstoit.Thisisknownascreativeoptimization.We willcovercreativeoptimizationindetaillaterinthiseBook. Thesearesomesegmentationbestpracticesyoushouldfollowforyour retargetingstrategy.
  8. 8. RetargetingandReal-TimeBidding(RTB) 2013maywellhavebeentheyearwhenreal-timebidding(RTB)startedbeing usedonawidebasis.Asthenameshows,real-timebiddingenablesmarketers tobidonanimpressioninreal-time.ThegreatthingaboutRTBisthatthebid ismadeandapprovedmeresecondsbeforethevisitorsreachesthewebsite anditloadsup. Thebidismadeforthedisplayspaceupforgrabsonthatwebsite.Thatbeing said,RTBmaywellbethetrickiestofallmeansofretargetingtoexecute.The windowavailableinwhichyouhavetomakethebidisextremelyshort.You hardlyhaveafewsecondstomakethebid.Anditisunlikelythatyouaregoing tobetheonlyonemakingthebid. Top10AdvertisingSectorsbyRTBMarketShare Source:Marketingcharts Q12013 Q22013 RetailTelecom Auto FinancialTravel 100 100 87 53 53 51 40 46 38 37 23 26 15 10 14 17 13 13 Food &Drink Health BusinessMedia 100- 0- 10- 20- 30- 40- 50- 60- 70- 80- 90-
  9. 9. ThereisacomplexprocessgoingonbehindthescenesthatmakesRTB possible.Itwon’tbewrongtosaythatitisamazingthattheprocesscanbe completedinamatterofseconds.Hereisanoverviewoftheprocess: Auserlandsona webpageandtriggers theadunitsinto action. Whilethewebsite loads,themarketers bidforthedisplay spaceonit.The marketerwiththe highestbidwinsthe impression. Auserlandsona webpageandtriggers theadunitsinto action. Thehostserver notifiesthevarious adexchangesthatan interestedvisitoris onthewebsite. Theexchangetracks theuser’sbrowser cookiestodetermine whetherornot he/sheisworth retargeting. Themarketerwhowinsthebidcanthenpursuetheleadandconvincehim/her torevisitthewebsitewhichhe/shehadvisitedbefore.Theideaisthatgettingthat persontovisitthatwebsiteagainwouldleadtoasalethistimearound.Evenif youloseoutononeimpression,youcanstillbidontheotherdisplayspace availableonthatparticularwebpage.Anauctionisconductedforeachone.
  10. 10. TheuniqueaspectofRTBisthatitisnotagambleperse.Oftenmarketers purchaseadspaceinthe‘hope’thatitwouldleadtoanincreaseinsales.When itcomestoRTB,theycanpickandchoosewhenandwheretodisplaytheirads. Thismeansthattheriskisminimal.Moreover,withexperience,theycanget moresalesinalimitednumberofimpressions. OverOvertime,thecostperimpressionwoulddecreasetoalevelwhereeachlead ishighlyprofitableforthebusiness.So,thereisnodoubtthatRTBshouldbea partofyourretargetingstrategyin2014ifyouaretomaximizethenumberof customersforyourbusiness. RetargetingthroughAdExchanges RRTBwouldnotbepossibleforyouifyoudon’tuse adexchanges.Inmanywaysadexchangesarelike auctionhouses.Theyhaveonlineadspacetosell sotheyadvertiseit.Thisattractsinterestedparties. Then,anauctionisheldwheretheyinvitebids from theparties.Theonewhobidsthehighest getstotakethatspacetoretargetcustomers. TheThe firstthing you need to know aboutad exchangesisthattheinventorytheyhaveonhand isalwaysgreaterthanthedemand.Yet,theyhold auctionsinordertogetthebestprices.So,this meansthatifyouarebeingmadetobidanamount beyondyourceiling,thereispointindoingso.You arebetterofflookingforotheradspaceelsewhere thatsuitsyourbudget.thatsuitsyourbudget.
  11. 11. CreativeOptimization UpUptillnow,wehavegoneoverthe‘broad’retargetingstrategies.Eventhough youmaybepursuinganindividualcustomer,therearenofiltersinplace.This iswherecreativeoptimizationcomesin.Let’ssayyourwebsiteattracts1000 visitorsonadailybasis.Itisquitepossiblethateachpersonhasdifferent interestsandtastes.Theonlythingcommonamongthem isthattheyhave visitedyourwebsite. YYouhavetomakeuseofsegmentationtocreativelyoptimizeyourretargeting efforts.Throughsegmentation,youcanpinpointexactlywhatapersonis interestedin.Extrafiltersarethenputintoplacetofurthernarrowdownthe results.Thisway,youwillhaveaccurateandreliableinformationabout whatapersonlikes. Asyoucantailoryourdisplayadstosuitthe preferencesoftheindividuallead,itisquite possiblethatthesuccessratewouldbehigher. Thisdoesn’tatallmeanyou havetotailoreachandevery banneradyoupublish.That wouldmeanatonofworkand youwouldhavetospendalot ofmoneyoneachad.Rather, mostoftheleadsyouretarget canbepursuedusingthecanbepursuedusingthe genericadsyouuse.
  12. 12. Itisonlyinthecaseoftheuserswheretheirinterestsaredisparatetoyour idealcustomerthatyouwillneedtoupdatethebannerads.Ifyoufeelyour onlinedisplayadvertisingcampaignisnotdeliveringtheresultsyouare lookingfor,creativeoptimizationcanmakeallthedifference. RetargetingonFacebook RetaRetargetingon Facebookmaywellbeyourbestbetwhen itcomesto retargetingleadsin2014.Overtheyears,Facebookhasprovenitselftobe highlyusefulandbeneficialformarketers.Facebooktookadretargetingtoa wholenew levelbyintroducingtheFacebookExchange(FBX)justover18 monthsback.ThroughtheFBX,marketerscanpurchaseadspaceintheright sidebaroftheFacebookNewsfeedoftheusers. Retargetingimpressionsamongonlinedisplayand Facebookexchangeadsworldwide,H22012(%ofshare) Dec-12 Nov-12 Oct-12 Sep-12 Aug-12 Jul-12 Facebook Non-Facebook 63% 37% 47% 53% 27% 73% 13% 3% 97% 100% 87%
  13. 13. Atthesametime,thisalsomeansthatthecompetitionishighonFacebook. NearlyeverymarketerwantstouseFacebookforretargeting.Thisiswhyitis crucialthatyoumasterFacebookretargeting.First,let’slookathowitworks: Facebookretargetingworksin muchthesamewayasretargeting onGoogledoes.TheFBXhas madeitpossibleformarketersto trackcustomerswhentheyclick ontheads. Youcanfollowtheusers aroundtheinternet,trackingtheir browsingactivity,todetermine whetherornottheywouldbe interestedinbuyingwhatyou havetooffer. Onceavisitorgetson Facebookafterclickingaway from yourwebsite,youradswill beshowntohim/herintheright sidebarorontheNewsfeed.This way,youcanreiterateyour messagetothatperson. 1. 2. 3.
  14. 14. Intermsofcostperimpression(CPM)andcostperlead,Facebookhasproven itselftobefarsuperior.Thechartbelowshowsdatafrom thesecondhalfof 2012.Evenin2013,theCPM forFacebookwasover75% lowerthanthatof otherretargetingplatforms.TheCPCandothercostswerealsoconsiderably lower.TheonlyareawhereFacebooklagsbehindiscostperuniqueleadand CTR. Closeto13%oftheworld’spopulationusesFacebookonadailybasis. Itistheplacewhereyouwillfindmostofyourtargetaudience. (amongadvertisersrunningbothcampaigns,%toFBXrelativetostandardcampaign) FacebookExchangevs.StandardWebRetargeting CampaigninH22012 Source:Marketingcharts CPM CPC CTR Cost/Unique -82% -70% -40% 86% 0
  15. 15. What’snext? So,havinggoneovertheretargetingtechniquesthathavebeenaround forawhile,whatdoesthefutureholdformarketerswhowanttodabble in retargeting? The answerto this is Twitter.Only recently the second-favoritesocialnetworkoftheworldhasprovidedtheplatform formarketerstoretargetandpursuelostcustomers. ItcanbesaidthatTwitterhasbeenlatecomingtothepartybutthat doesn’ttakeawayfromthefactthatitoffersyouhundredsofmillionsof targetstopursue.So,whatdoyouneedtoknow aboutTwitter retargeting?Hereareafew thingsyouwoulddowelltokeepin mind: Theprocessofretargetingremainsthesame.Youtrackapersonwhohas beenonyourwebsiteandthenleftwithoutperformingthedesired action.Youhavetolocatehim/heronTwitter. OnTwitter,youcantargetthatuserthroughPromotedTweets.Theseare similartodisplayads.Sincethatpersonjustleftyourwebsite,itgivesyou thechancetoreinforceyourbrandmessagetohim/her.Thereisagood chancehe/shewouldfollowthetweetandgobacktoyourwebsite.
  16. 16. Source:Flicker Asyoucansee,Twitteroffersaprettybasicformofretargetingformarketers. ItwilltakesometimetocomeuptothelevelofFacebook.Thatbeingsaid,you shouldkeepinmindthefactthatFacebookhasafull-fledgedAdExchange whichTwitterdoesn’tatthemoment. ThereThereisagenuineconcernamongTwitterusersandalsomarketersthatusing emailaddressestofindusersconstitutesabreachofprivacy.However,Twitter hasclearedtheairbyannouncingthatemailaddresseswouldbescrambledin thefuture.Thiswould ensurethattheiruserscan remain anonymous. Marketerswouldhavetobeshrewdertopursuethem onTwitter.
  17. 17. 10TipsforHighlySuccessful RetargetingCampaigns Beforeyoucreateandimplementaretargetingstrategy,itis importantyouunderstandhowretargetingworks.So,takethe timetolearnaboutretargetingandeachtechniqueyoucanuse. Segmentyouraudience.Rememberwhichaudiencestoinclude andwhichtoexcludeineachretargetingcampaign. Continue Addaclearcalltoactiontoeachandeverydisplayadyou publish.Gettingstraighttothepointisimportantwhen retargetingcustomers. Yourretargetingadsshoulddirectuserstoalandingpagewhere theycanperform thedesiredaction,nottoyourmainwebsite. Constantcreativeoptimizationisextremelycrucial.Keeptesting youradstomaximizeperformance. ToconcludethiseBook,hereare10tipsforhighly successfulretargetingcampaigns:
  18. 18. 10TipsforHighlySuccessful RetargetingCampaigns Combineafewretargetingchannels.Utilizingwebwith Facebookretargetingwilldeliverthebestresults. Don’tannoycustomers.Retargetingdoesn’tmeanyouhaveto stalkthem,sokeepthefrequencycappingdown. Keepitrelevant.Makesureyouradsarerelevanttoyourniche. Sticktoonevendorforpurchasinginventory.Thisisimportant tokeepperformanceincheck. Placetrackingandconversionpixelsonthesales/landingpages. Don’twastetimeandresourcespursuingpeoplewhohave alreadymadeapurchase. Thesearethe10goldenrulesofhighlysuccessfulretargetingcampaigns. Keeptheseinmindtoensurethatyour2014retargetingeffortsdeliver resultsbeyondyourexpectations.
  19. 19. Sales@dispop.com |1-800-903-1882

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