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.

The Complete Guide to Retargeting [PowerPoint]


Published on

Over 95% of visitors to a website leave without filling out a form. The fastest way to boost top-of-funnel website leads, while being cost-effective with your media spend, is through retargeting. In this concise, no-nonsense educational webinar, we will provide you with a comprehensive overview (along with an in-depth checklist) on effective retargeting campaigns using rich media. Learn:

--How to budget & plan your retargeting campaigns.
Site, Search, Email, and CRM retargeting.
--How rich media makes retargeting more effective.
--How to launch, measure and optimize retargeting campaigns.

Learn more:

Published in: Technology, Business

The Complete Guide to Retargeting [PowerPoint]

  1. 1. The Complete Guide to Retargeting Presented by: Mani Iyer | CEO @ Kwanzoo @iyermani #demandgen
  2. 2. OBJECTIVES Webinar Objectives • Educate marketers on new opportunities to accelerate Demand Generation through Retargeting • If you are new to Retargeting, this webinar will take you through it all, from the Basics to Why Retargeting matters & Why you should care.
  3. 3. AGENDA 1. Retargeting: The Basics 2. Planning & Budgeting Retargeting Campaigns 3. Running Retargeting Campaigns 4. Analytics, Reporting & Advanced Strategies 5. Questions
  4. 4. Retargeting: The Basics
  5. 5. Retargeting: The Basics 1. What is retargeting? 2. Site retargeting & minimum website traffic requirements 3. Rich media ads for Retargeting - Why? 4. Retargeting and The Lead Management Process 5. Different retargeting strategies (Site, Search, Email, CRM) 6. Viewable impressions, A/B testing
  6. 6. What is Retargeting? 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
  7. 7. 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.
  8. 8. 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”.
  9. 9. Boost retargeting conversions with rich media – Step 1
  10. 10. Boost retargeting conversions with rich media – Step 2
  11. 11. Boost retargeting conversions with rich media – Step 3
  12. 12. Boost retargeting conversions with In-banner Lead Forms A/B testing showed over 30% higher lead conversions BEFORE: Plan for 30% increase in retargeting lead conversions with In-banner Lead Form Ads
  13. 13. Introducing Video Lead Form Ads • Link in your marketing or training video from Youtube • Capture leads in the rich media ad, store directly into your MAP or CRM 1. Video 2. Overlay banner 3. Lead form 4. Thank you screen
  14. 14. Closed-Loop Reporting integrated with MAP/CRM Measure Impact  Increased lead conversions  Pipeline acceleration  Increased closed/won deals Top of Funnel: Site, search and CRM retargeting Use in-banner and video lead form ads to boost conversions Mid Funnel: Site, email & CRM retargeting of known prospects Dynamic, persona-based & account-based content and offers Lower Funnel: Persona- based, retargeted rich media polls Upsell and cross sell customers Suspect Inquiry Marketing Qualification Sales Qualification Customer Marketing Marketing Automation (MAP) / CRM Accelerate Your Lead Management Process using Retargeted, Rich Media Ads
  15. 15. Top-of-Funnel: Search Retargeting Target ads to people based on the keywords they’re searching for
  16. 16. Top-of-Funnel: CRM Retargeting Target ads to people with only their email or physical mailing address
  17. 17. Mid-Funnel: Email Retargeting Serve display ads to anybody who opens your emails.
  18. 18. Viewable Impressions & A/B Testing Effective 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. Adjust campaign creative in real-time.
  19. 19. Planning & Budgeting Retargeting Campaigns
  20. 20. Planning & Budgeting Retargeting Campaigns 1. Retargeting Campaign Cost Components Media Buying, Creative, Campaign Strategy / Management 2. Recommended Minimum Campaign Duration 3. Media Spend by Strategy (Site, Search, Email, CRM) 4. Resources Needed: Your Options - In-house - Outsourced (As Needed) - Outsourced (Full Service) .
  21. 21. Putting Together a Retargeting Campaign 1. Define the goal - demand creation? brand awareness? both? 2. Budget - finalize number based on website visitors reached and engaged, or demand – leads 3. Media Buying – Geo (NA / EU / LATAM / APAC / Global), “Above the Fold”, Day Parting, Data (Job Role, Email, Physical Address) 4. Creative - copy, design, messaging, content offers, brand guidelines 5. Execute & Review - analytics, reporting, key metrics 6. Campaign Management – • Targeting - update retargeting segments, impressions 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
  22. 22. Budgeting for Site Retargeting: ROI Modeler Monthly Re-targeted Ad Impressions Monthly unique visitors to your website(s) in 1000s 18 Retargeted ad impressions per visitor per month 20 Available re-targeted ad impressions per month 360,000 Cost of re-targeted ad impressions (CPM) $3 Re-targeted Ad Serving Fees (Estimated) $1,080 Paid to Retargeting Provider Monthly Kwanzoo Technology Fees Kwanzoo Silver Plan or Higher $499 Technology Fees Per Month (Paid to Kwanzoo) Kwanzoo Impression Fees Re-targeted Kwanzoo Video Lead Form Ads Cost Per 50,000 Impressions $50 Kwanzoo delivers conversion rates Number of Impressions Needed 400,000 30% or more higher than typical banner ads Impression Fees Per Month (Paid to Kwanzoo) $400 Monthly Re-targeting Budget $1,979.00 Estimated Cost Per Lead Estimated Impressions Per Lead Conversion Low (in 1000s) 6000 (via Kwanzoo Video Lead Form Ads) High (in 1000s) 8000 Lead Captures - Low 45 Lead Captures - High 60 Estimated Cost Per Lead (Low) $33 Estimated Cost Per Lead (High) $44
  23. 23. 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
  24. 24. 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)
  25. 25. Running Retargeting Campaigns
  26. 26. 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
  27. 27. Retargeting Pixels & Segments Sample Retargeting Pixel Retargeting segment: A collection of pages within your website that can be retargeted with it’s own ad creative. Retargeting pixel: A way to uniquely identify visitors to your website so they can be served ads later on across the web.
  28. 28. Build Your Rich Media Ads in 3 Easy Steps! 1. Select ad unit 2. Customize 3. Run, Optimize
  29. 29. Rich Media Ads – Setup & Customization
  30. 30. Generate Retargeting Ad Tag & Deploy
  31. 31. Retargeting Campaign Template NOTE TO LIZ: Please drop in the Retargeting Campaign Template from Q18, Running Retargeting Campaigns section
  32. 32. Retargeting – Setup Burn Pixel
  33. 33. Analytics, Reporting & Advanced Strategies
  34. 34. Analytics, Reporting and Optimization 1. Analytics from Retargeting Platforms / Networks 2. Kwanzoo’s Rich Media Analytics 3. Viewable Impressions, Conversions & Partial Form Fills Advanced Strategies: Lead Nurturing with Retargeted Ads Dynamic Ad Serving through Kwanzoo - Persona-based & Account-based Targeting Targeting Options through Retargeting Platforms - Geo Targeting, CRM Targeting / List Matching
  35. 35. 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)
  36. 36. Rich Media Ads – Key Analytics Basic statistics include: • Impressions – # times the video lead form ad is served • Engagement – the First Click on the video lead form ad • Lead Captures – complete form fills on Lead Form screen • Clicks – the click on the call-to-action on the Thank You screen that is presented after the Lead Form screen
  37. 37. Rich Media Ads – Detailed Analytics View detail stats including: • impressions • viewable impressions • partial form fills • lead captures • %engagement / impressions • %engagement / viewable impressions • video play duration for each engagement • %video play / total video duration
  38. 38. Mid-Funnel: Retargeting with Rich Media Polls integrated with MAP Systems • Capture data & insights from prospects • Personalize follow-on interactions Insights collected in MAP / CRM
  39. 39. Lower Funnel: Retargeted ads mapped to individual personas and named accounts Rule 1 Rule 2 Rule 3 Prospect from named account of interest By contact data (job title, lead score, etc.) Default content with lead form Note: Extensible rules engine, supports personalization using Eloqua & Neustar IP <-> Company based targeting options today. More personalization options (e.g. age, gender, geo, search keyword, etc) planned.
  40. 40. Questions?
  41. 41. Questions? Phone: 408-216-7025 Email: Twitter: @kwanzoo @iyermani Resources: networks-exchanges/