Retargeting is a marketing technology with huge potential for growing events. But, it's dramatically under-utilized by event organizers. And even when it is used, it isn't fully understood. Join Aidan Augustin of Feathr for a crash-course in this technology and a step-by-step breakdown of how to quickly implement it to start growing your event.

1. A Crash Course in Retargeting for
Event Organizers

2. Aidan Augustin
Co-Founder and President, Feathr
aidan@feathr.co
@AidanAugustin

3. Table of Contents
1. An Introduction to Retargeting
2. Getting started with Retargeting
• What is retargeting?
• How does it work?
• Why does it matter?
• The step by step process to get going
3. How to use retargeting like the
pros• Best practices
• Novel use cases

4. 1.
An Introduction to Retargeting

5. What is Retargeting?
Retargeting allows you to reach your
previous website visitors with ads
on other websites.

6. What is Retargeting?

7. What is Retargeting?

8. What is Retargeting?

9. What is Retargeting?

10. How do they know?

11. Actually only one piece of the Programmatic Advertising pie

12. So what’s Programmatic
Advertising?
Programmatic advertising is the
automated process of purchasing
digital ad space…

13. Traditional vs. Programmatic
Traditional Programmatic

14. So what’s Programmatic
Advertising?
Programmatic advertising is the
automated process of purchasing
digital ad space using real-time-
bidding based on criteria set by the
advertiser

15. Real-Time-Bidding (RTB) Explained
Advertiser
Site with
Ad Space

16. Real-Time-Bidding (RTB) Explained
Advertiser
Site with
Ad Space
Ad Exchange

17. Real-Time-Bidding (RTB) Explained
Advertiser
Site with
Ad Space
Ad Exchange
“I’m looking for X and willing to pay Y!”
“X is loading my site, who’s willing to pay
the most for them?”

18. Programmatic Advertising vs Retargeting
Retargeting is the process of using
programmatic advertising to reach
people who have previously visited
your website.

19. Why does it matter?

20. Why does it matter?
It works!

21. Why does it matter?
It works!
Retargeting is more than 10x more effective than generic digital
advertising campaigns, and widely recognized as among the most
effective digital channels for both branding and performance campaigns.

22. Why does it matter?
It works!
Retargeting is more than 10x more effective than generic digital
advertising campaigns, and widely recognized as among the most
effective digital channels for both branding and performance campaigns.
Attendees are very rarely ready to register on their first visit. Retargeting
keeps your brand top of mind and allows you to communicate specific
messaging, ultimately bringing those site visitors back to register.

23. Retargeting drives registrations

24. 2.
Getting Started with Retargeting

25. Getting Started – Step by
Step
1. Choose Retargeting Vendor
2. Install Tracking Pixel
3. Setup Audiences
4. Design Creatives
5. Launch Attendee Campaigns
6. **Ongoing – Optimize
Campaigns**

26. Choose Retargeting Vendor

27. Install Tracking Pixel

28. Setup Audiences
Target Audience
Include
• visitors to attendee-related pages
Exclude
• visitors to exhibitor-related pages
• registered attendees

29. Setup Audiences

30. Setup Audiences

31. Launch and Optimize Campaigns
Variables to optimize your campaign by
• Bid
• Timing
• Frequency caps
• Frequency cliffs
• Impression cap
• Creative rotation
• Frequency pricing slope
• Bid per location (zip code)
• Per site bid
• Optimization target
• Aggregate rate of spend
• Time of day
• Temperature targeting
• Geofencing
• Cookie recency
• CTR
• Website placement
• Device targeting
• Mobile carrier
• Operating system
• Browser
*Feathr does this for you 

32. 3.
How to Use Retargeting like the Pros

33. Avoid “Banner Blindness”

34. Use Specific Creatives -
Attendees

35. Use Specific Creatives -Exhibitors

36. Use Specific Creatives – Abandonment

37. Test Incentives

38. Engage Existing Registrants

39. Promote Your
Exhibitors/Sponsors

40. Promote Your
Exhibitors/Sponsors

41. Aidan Augustin
Co-Founder and President, Feathr
aidan@feathr.co
@AidanAugustin
Questions
?