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Lauren Vaccarello, VP Marketing at AdRoll
Converting the 98%
Turning Almost Customers into Actual Customers
@LaurenV #KISSwebinar
Join us on Twi er
Presenter
Lauren Vaccarello
VP Marketing at AdRoll


@LaurenV
Lauren is AdRoll’s in-house marketing guru, a thought
leader in the digital marketing world, and author of the
highly regarded book, “Complete B2B Online Marketing.”
As Vice President of Marketing, Lauren oversees all of
AdRoll’s marketing functions, including lead generation,
sales enablement, branding, product marketing, event
marketing, and content marketing.
AdRoll is the global leader in Retargeting
1 Using Intent Data
2 Introduction to Segmentation
3
Reaching Audience Everywhere
Agenda
4
5
Different Targeting Segments
Dynamic Creatives
WATCH THIS WEBINAR RECORDING NOW
Using Intent Data
Customer Data is Your Most Valuable Marketing Asset
What is Retargeting?
A Way To Use That Intent
What Segments Should You Create?
B2B: Form Abandoner Segment
Case: New Relic
• Achieved 50% below maximum allowed CPA
• Increased investment every quarter since campaign start date
• AdRoll performance ranks top 5 in terms of performance out of all New Relic
Marketing Channels
Paying Less for Leads
“Retargeting with AdRoll plays a key role in our overall marketing strategy. The results have
been spectacular. We have increased our investment every quarter since we started.”
— Garrett Scott, Sr. Marketing Manager
B2B: Cart Abandoner Segment
Case: Skullcandy
Skullcandy segments users for greater returns
• Greater than 3x ROAS
• $12 CPA; lower than target goals
• Launched multiple segmented campaigns to target high intent purchasers
Repeat Buyer Segment
Case: Nitro
Freeing Nitro from the freemium dilemma
• Online sales increased by 18% with AdRoll’s lead nurturing programs
• Localized campaigns in 11 languages and geo-targeted by region
• Delivered a below average benchmark CPC for tech industry
“There are no other options when is comes to Retargeting”
— Sean Zinsmeister, Sr. Marketing Manager
Case: Betabrand
Betabrand Seamlessly Builds their Community with AdRoll
• Drives a 5.5x ROI by improving bo om-of-the-funnel conversions
• Uses LiquidAds to create custom ads at scale and grow engagement for their
Model Citizen program
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Be Everywhere Your
Audience Is
Cross Platform Reach - Be Inventory Agnostic
Facebook Compliments Web to Drive ROI
Performance, Scale, Conversions
• Web and FBX overlap is small
• Running across platforms results in a 34%
lower CPA than Google alone
• Cross platform retargeting drives 156%
more conversions than Google alone
• FBX plus site retargeting drives 2X
conversions than FBX alone
Some Differences with FBX
The News Feed
• Premium placement
• Social Elements
• Rich Content
• Cost per Insertion
Comment, Share and Like on News Feed
Adding News Feed to Right Rail
Incremental clicks & lower overall CPC
Case: Udemy
Udemy Uses Social To Drive Education
• Course conversions increased by 600%
with Facebook News Feed
• Hit 93% below CPA goals “Facebook News Feed has become an integral part
of our marketing strategy.”
— Gocke Cozen, Marketing Manager, Udemy
Hey girl
!
Your ads are so
personal, I convert
every time
Personalize Advertising with Liquid Ads
LiquidAds to Scale Personalized Advertising
Personalized Dynamic Ads that look as incredible as they perform!
“We were thrilled to try LiquidAds as we’ve had great success on the platform.
We’ve seen even greater click-through rates using this technology and, as a result,
our CTR has increased by 102%.!” — Michael Macintyre, Director of Online Marketing!
Case: Axel and Ani
Alex and Ani Drives Online Sales with Dynamic Ads
• Averaged a 6.1x ROI
• Drove 81% lower CPM compared to standard display
• 14.6% Click Conversion Rates “Alex and Ani had a high concentration in social which is an area where
AdRoll was a top performer. Working with AdRoll has been efficient,
effective, and seamless.”
— Kristin Fernholz, Managing Partner at Fashmark
Wrapping It Up
!
1. Use your most powerful data
2. Create multiple target segments
3. Reach your audience where ever they are
4. Personalize your ads whenever possible
THANK YOU
Lauren Vaccarello
VP, Marketing @AdRoll

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Converting the 98%: Turning Almost Customers into Actual Customers

  • 1. Lauren Vaccarello, VP Marketing at AdRoll Converting the 98% Turning Almost Customers into Actual Customers
  • 3. Presenter Lauren Vaccarello VP Marketing at AdRoll 
 @LaurenV Lauren is AdRoll’s in-house marketing guru, a thought leader in the digital marketing world, and author of the highly regarded book, “Complete B2B Online Marketing.” As Vice President of Marketing, Lauren oversees all of AdRoll’s marketing functions, including lead generation, sales enablement, branding, product marketing, event marketing, and content marketing.
  • 4. AdRoll is the global leader in Retargeting
  • 5. 1 Using Intent Data 2 Introduction to Segmentation 3 Reaching Audience Everywhere Agenda 4 5 Different Targeting Segments Dynamic Creatives
  • 6. WATCH THIS WEBINAR RECORDING NOW
  • 8.
  • 9. Customer Data is Your Most Valuable Marketing Asset
  • 10. What is Retargeting? A Way To Use That Intent
  • 11.
  • 12. What Segments Should You Create?
  • 14. Case: New Relic • Achieved 50% below maximum allowed CPA • Increased investment every quarter since campaign start date • AdRoll performance ranks top 5 in terms of performance out of all New Relic Marketing Channels Paying Less for Leads “Retargeting with AdRoll plays a key role in our overall marketing strategy. The results have been spectacular. We have increased our investment every quarter since we started.” — Garrett Scott, Sr. Marketing Manager
  • 16. Case: Skullcandy Skullcandy segments users for greater returns • Greater than 3x ROAS • $12 CPA; lower than target goals • Launched multiple segmented campaigns to target high intent purchasers
  • 18. Case: Nitro Freeing Nitro from the freemium dilemma • Online sales increased by 18% with AdRoll’s lead nurturing programs • Localized campaigns in 11 languages and geo-targeted by region • Delivered a below average benchmark CPC for tech industry “There are no other options when is comes to Retargeting” — Sean Zinsmeister, Sr. Marketing Manager
  • 19. Case: Betabrand Betabrand Seamlessly Builds their Community with AdRoll • Drives a 5.5x ROI by improving bo om-of-the-funnel conversions • Uses LiquidAds to create custom ads at scale and grow engagement for their Model Citizen program
  • 20. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  • 22. Cross Platform Reach - Be Inventory Agnostic
  • 23. Facebook Compliments Web to Drive ROI Performance, Scale, Conversions • Web and FBX overlap is small • Running across platforms results in a 34% lower CPA than Google alone • Cross platform retargeting drives 156% more conversions than Google alone • FBX plus site retargeting drives 2X conversions than FBX alone
  • 24. Some Differences with FBX The News Feed • Premium placement • Social Elements • Rich Content • Cost per Insertion
  • 25. Comment, Share and Like on News Feed
  • 26. Adding News Feed to Right Rail Incremental clicks & lower overall CPC
  • 27. Case: Udemy Udemy Uses Social To Drive Education • Course conversions increased by 600% with Facebook News Feed • Hit 93% below CPA goals “Facebook News Feed has become an integral part of our marketing strategy.” — Gocke Cozen, Marketing Manager, Udemy
  • 28. Hey girl ! Your ads are so personal, I convert every time
  • 30. LiquidAds to Scale Personalized Advertising Personalized Dynamic Ads that look as incredible as they perform! “We were thrilled to try LiquidAds as we’ve had great success on the platform. We’ve seen even greater click-through rates using this technology and, as a result, our CTR has increased by 102%.!” — Michael Macintyre, Director of Online Marketing!
  • 31. Case: Axel and Ani Alex and Ani Drives Online Sales with Dynamic Ads • Averaged a 6.1x ROI • Drove 81% lower CPM compared to standard display • 14.6% Click Conversion Rates “Alex and Ani had a high concentration in social which is an area where AdRoll was a top performer. Working with AdRoll has been efficient, effective, and seamless.” — Kristin Fernholz, Managing Partner at Fashmark
  • 32. Wrapping It Up ! 1. Use your most powerful data 2. Create multiple target segments 3. Reach your audience where ever they are 4. Personalize your ads whenever possible
  • 33. THANK YOU Lauren Vaccarello VP, Marketing @AdRoll