EBE 2020 Retargeting with Programmatic Advertising: Bring back customers to your website - Samya Benhima

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Samya Benhima DSP Managing Director A4G Retargeting in order to engage a customer that has already made contact with your website in some way can boost ad response by up to 400%. It’s that effective because customers are more attracted to something they’re familiar with, especially if they just recently saw it. This session gives insights on the best ways to bring back customers to your e-commerce website through programmatic advertising. With over 10 years experience working on different projects in digital advertising, Samya developed a real passion for the AdTech industry. As the Managing Director of DSP at A4G, one of the leading AdNetworks worldwide, she helped the company build a competitive programmatic media buying platform, fully oriented towards performance.

Marketing

RETARGETING WITH PROGRAMMATIC
Bring back potential customers to your online store

Programmatic advertising is the automated buying and selling of online advertising
WHAT IS PROGRAMMATIC ADVERTISING?

EFFICIENCY
• Increased transparency and control
• Real-Time measurement
• Greater targeting capabilities
• Increased audience reach
WHY PROGRAMMATIC ADVERTISING?

98% OF VISITORS THAT COME TO YOUR WEBSITE ARE NOT READY TO BUY

IT’S CONSIDERABLY MORE EXPENSIVE TO BRING A NEW CUSTOMER TO
YOUR WEBSITE THAN TO RETARGET PREVIOUS VISITORS

Retargeting is a cookie-based technology that uses
simple code to anonymously ‘follow’ your audience
all over the Web.
1. Place the code on your website
2. When a new user visits your website, the code
drops a browser cookie
3. When the same user browses the web, the
cookie will let your DSP know that they should
serve an ad
HOW DOES IT WORK?

RETARGETING GOALS
CONNECTING WITH VISITORS

DYNAMIC RETARGETING
Dynamic retargeting helps you create ads at scale so you don’t have to individually
create hundreds or thousands of product/offer specific image and text ads.
$70 $35$100
Person A Person B Person C

BUY NOW
DYNAMIC RETARGETING
Dynamic retargeting helps you create ads at scale so you don’t have to individually create
hundreds or thousands of product/offer specific image and text ads.
$100
$70
$35
Person A
Person B
Person C
BUY NOW
BUY NOW

RETARGETING GOALS
CONNECTING WITH CUSTOMERS

CONNECTING WITH CUSTOMERS
• UP-SELL
• CROSS-SELL
• DOWN-SELL
• OFFER CHANGE

• Time duration between the user’s visit
and when they get to see the first ad
• The frequency with which visitors see
particular ads
• Time duration between the user’s first
visit and the time they stop seeing
retargeting ads
RECENCY SEGMENTATION

DEDICATED LANDING PAGE
RETARGETING OPTIMIZATION
ENGAGING HEADLINE
RELEVANT CONTENT
$30
CLICK WORTHY CTA

• Retargeting users who have already converted
• Failing to segment
• Not managing frequency
• Not knowing when to stop
WHAT TO AVOID IN RETARGETING?

SAMYA BENHIMA
Managing Director, A4G DSP
ANY QUESTION?
samya@a4g.com
DSP.A4G.COM

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