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Using your e commerce data to improve advertising and retargeting

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jlarkin353
jlarkin353

A presentation given to the Magento Ireland meetup about how to use your data to scale your advertising efforts.

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Using your eCommerce data to improve advertising and retargeting by John Larkin @jlarkin353
About me VP Marketing at PropelAd Advertising Software for eCommerce Stores Hi, I’m John! @jlarkin353
Advertising Today @jlarkin353 Facebook Organic reach is declining Paid Reach is essential Much more competitive.. Using data to gain an advantage is crucial
Are my customers on Facebook? @jlarkin353 1.3B monthly active users Incredible scale Desktop & Mobile Facebook lets you find people that are otherwise unreachable. 45% of those reached - are reached exclusively on Facebook
@PropelAd The Agenda Targeting Images Lead Generation vs Retargeting Mobile vs Desktop What Data can you Use How can you use it Advertising Lifecycle
@PropelAd Targeting How do I target them? Demographics Interests Behaviours How big should my audience be? (150-200k)
@PropelAd Images Optimal size 1200 x 627 px Product Shots vs Lifestyle Shots Customise your image according to audience Image Fatigue - rotate weekly/bi-monthly
@PropelAd Lead Gen vs Retargeting Set objectives: What constitutes success? Know your AOV | ROI | LTV Why is lead gen expensive? Retargeting generates all the sales!
@PropelAd Mobile vs Desktop My customers (mostly) purchase on desktop. No Matter: Use mobile placement. (Cheaper & Better CTR) Retarget on desktop to drive sales.
What type of data can you use? Email Lists Phone numbers Mobile App IDs Cookies @jlarkin353
How can you use it? Custom Audiences Lookalike Audiences Website Custom Audiences @jlarkin353
The Advertising LifeCycle @jlarkin353 Generate New Leads
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Shopping Cart
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Shopping Cart CHECKOUT
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Shopping Cart ~1-3% CHECKOUT
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Shopping Cart Adwords SEO Content PR Facebook Ads Social Media ~1-3% CHECKOUT
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media ~1-3% CHECKOUT
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Product Retargeting Product ~1-3%
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media ~1-3% CHECKOUT Product Retargeting Product Retargeting Product Retargeting Product Retargeting
@jlarkin353 Generate New Leads Your Store Product Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media ~1-3% CHECKOUT Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% The Advertising LifeCycle
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Cart Abandonment Retargeting Product Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3%
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Cart Abandonment Retargeting Product Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalike Audiences Cart Abandonment Retargeting Product Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalike Audiences Cart Abandonment Retargeting Product Custom Audience Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalike Audiences Cart Abandonment Retargeting Product Custom Audience Upsell / Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalike Audiences Cart Abandonment Retargeting Product Lookalike Audiences Custom Audience Upsell / Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalikes Lookalikes Lookalikes Cart Lookalikes Abandonment Retargeting Product Lookalike Audiences Custom Audience Upsell / Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalikes Lookalikes Lookalikes Cart Lookalikes Abandonment Retargeting Product Lookalike Audiences Custom Audience Upsell / Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% SCALE ~1-3% ~30%
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalikes Lookalikes Lookalikes Cart Lookalikes Abandonment Retargeting Product Upsell / Lookalike Audiences Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% SCALE ~1-3% ~30% Product Custom Audience Product Custom Audience Product Custom Audience Product Custom Audience
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalikes Lookalikes Lookalikes Cart Lookalikes Abandonment Retargeting Product Upsell / Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% SCALE ~1-3% ~30% Lookalikes Lookalikes Lookalikes Lookalikes Product Custom Audience Product Custom Audience Product Custom Audience Product Custom Audience
@jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalikes Lookalikes Lookalikes Cart Lookalikes Abandonment Retargeting Product Upsell / Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% SCALE ~1-3% ~30% Lookalikes Lookalikes Lookalikes Lookalikes Product Custom Audience Product Custom Audience Product Custom Audience Product Custom Audience TRUE SCALE
Thanks! @jlarkin353 Use your data creatively to gain a competitive advantage and achieve better results.

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Using your e commerce data to improve advertising and retargeting

  • 1. Using your eCommerce data to improve advertising and retargeting by John Larkin @jlarkin353
  • 2. About me VP Marketing at PropelAd Advertising Software for eCommerce Stores Hi, I’m John! @jlarkin353
  • 3. Advertising Today @jlarkin353 Facebook Organic reach is declining Paid Reach is essential Much more competitive.. Using data to gain an advantage is crucial
  • 4. Are my customers on Facebook? @jlarkin353 1.3B monthly active users Incredible scale Desktop & Mobile Facebook lets you find people that are otherwise unreachable. 45% of those reached - are reached exclusively on Facebook
  • 5. @PropelAd The Agenda Targeting Images Lead Generation vs Retargeting Mobile vs Desktop What Data can you Use How can you use it Advertising Lifecycle
  • 6. @PropelAd Targeting How do I target them? Demographics Interests Behaviours How big should my audience be? (150-200k)
  • 7. @PropelAd Images Optimal size 1200 x 627 px Product Shots vs Lifestyle Shots Customise your image according to audience Image Fatigue - rotate weekly/bi-monthly
  • 8. @PropelAd Lead Gen vs Retargeting Set objectives: What constitutes success? Know your AOV | ROI | LTV Why is lead gen expensive? Retargeting generates all the sales!
  • 9. @PropelAd Mobile vs Desktop My customers (mostly) purchase on desktop. No Matter: Use mobile placement. (Cheaper & Better CTR) Retarget on desktop to drive sales.
  • 10. What type of data can you use? Email Lists Phone numbers Mobile App IDs Cookies @jlarkin353
  • 11. How can you use it? Custom Audiences Lookalike Audiences Website Custom Audiences @jlarkin353
  • 12. The Advertising LifeCycle @jlarkin353 Generate New Leads
  • 13. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store
  • 14. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Shopping Cart
  • 15. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Shopping Cart CHECKOUT
  • 16. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Shopping Cart ~1-3% CHECKOUT
  • 17. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Shopping Cart Adwords SEO Content PR Facebook Ads Social Media ~1-3% CHECKOUT
  • 18. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media ~1-3% CHECKOUT
  • 19. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Product Retargeting Product ~1-3%
  • 20. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media ~1-3% CHECKOUT Product Retargeting Product Retargeting Product Retargeting Product Retargeting
  • 21. @jlarkin353 Generate New Leads Your Store Product Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media ~1-3% CHECKOUT Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% The Advertising LifeCycle
  • 22. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Cart Abandonment Retargeting Product Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3%
  • 23. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Cart Abandonment Retargeting Product Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
  • 24. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalike Audiences Cart Abandonment Retargeting Product Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
  • 25. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalike Audiences Cart Abandonment Retargeting Product Custom Audience Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
  • 26. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalike Audiences Cart Abandonment Retargeting Product Custom Audience Upsell / Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
  • 27. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalike Audiences Cart Abandonment Retargeting Product Lookalike Audiences Custom Audience Upsell / Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
  • 28. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalikes Lookalikes Lookalikes Cart Lookalikes Abandonment Retargeting Product Lookalike Audiences Custom Audience Upsell / Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% ~1-3% ~30%
  • 29. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalikes Lookalikes Lookalikes Cart Lookalikes Abandonment Retargeting Product Lookalike Audiences Custom Audience Upsell / Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% SCALE ~1-3% ~30%
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  • 32. @jlarkin353 The Advertising LifeCycle Generate New Leads Your Store Product Product Product Shopping Cart Adwords SEO Content PR Facebook Ads Social Media CHECKOUT Lookalikes Lookalikes Lookalikes Cart Lookalikes Abandonment Retargeting Product Upsell / Complementary Products Product Retargeting Product Retargeting Product Retargeting Product Retargeting ~10% SCALE ~1-3% ~30% Lookalikes Lookalikes Lookalikes Lookalikes Product Custom Audience Product Custom Audience Product Custom Audience Product Custom Audience TRUE SCALE
  • 33. Thanks! @jlarkin353 Use your data creatively to gain a competitive advantage and achieve better results.