Advanced Retargeting and Deciphering Your ROI

Hafez Adel, RetargeterLauren Vaccarello, AdRoll

Moderated by: Sarah Veit Wallis, Indochino

Myth #1: Users have to visit your site for you to retarget them

Reality: There are a variety of user behaviors that can be leveraged for a retargeting campaign

Myth #2: Retargeting is exclusively a bottom-funnel tactic

Reality: Retargeting can be used throughout the funnel, from awareness to loyalty

Search Retargeting

Target ads based on search queries

Use Case: Conquesting

• Target competitors’ brand names

• Focus ads on why you’re better

• Align landing page with search queries for

maximum relevance and performance

• Tip: The more you segment, the better your

campaign

Email Retargeting

You send an email blast containing retargeting pixel

code

When recipients open your email,

they will be tagged with your cookie

Once tagged, your email recipients will

see your ads throughout the web

Target ads based on email opens

Use Case: Reinforce Email Newsletters• Email + display outperforms either on their

own

• Segment your retargeting campaign the same as your email lists

• Align creative with newsletter offer

• Tip: Use a limited time offer in your creative to create urgency and spark action

CRM RetargetingTarget ads using your CRM data

Upload your mailing list to data

onboarding provider

CRM data is matched with existing online

profiles

Users are tagged with your cookie

through a database sync

Users see your ads throughout the web

Case Study: BustedTeesObjective: Re-engage dormant customersStrategy: Segment CRM based on lifetime value and recency of activityResults:•447,180 ad impressions•195 conversions (AOV: $40)•390% ROI

Advanced Retargeting and Deciphering Your ROI

Lauren Vaccarello, VP Marketing

AdRoll is the Global Leader in Retargeting

8,000+ Customers

#1, #3 in Marketing & Advertising

America’s Most Promising Companies

Fastest Growing Private Company

Agenda1. Advanced segmentation2. Dynamic creatives3. Reach buyer across platforms4. Maximize LTV 5. Drive incremental conversions

Segmentation

Create Custom Segments for Better Results

Create segments by product types

Show different message to each

segment

What Segments Should You Create?Behavior

Marketing objective

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

Hey girl

Your ads are so personal, I convert every time

Personalize Advertising with Liquid Ads

Alex and Ani Spiked Holiday Sales with Liquid Ads► Experienced a 6.1X ROI ► Ads with the holiday promotions drove click conversion rate to 5x higher

than average—resulting in a 14.6% Click Conversion Rate► FBX Liquid CTR was 52% higher and CPC was 24% more efficient than FBX

static ads

Reach Customers Across All ChannelsBe Inventory Agnostic

AdRoll integrates with all the major ad exchanges.Retargeting PlatformBLAHBLAHABL

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

Facebook Compliments Web to Drive ROI

Couple your offline data (email or mailing lists) with your online data to create targeted ads for your visitors across

the web.

Increase Customer LTV with CRM Retargeting

Encourage Repeat Purchase

► Engage previous customers with new season lines

► Show special events, promotions for loyal customers

► Build brand loyalty

Reengage with Repeat Buyers

Betabrand Seamlessly Builds their Community with AdRoll► Drives a 5.5x ROI by improving bottom-of-the-funnel conversions

► Uses LiquidAds to create custom ads at scale and grow engagement for their Model Citizen program

Measure Your Retargeting Lift

Know exactly how much revenue retargeting is generating► Measure your retargeting with

A/B testing solution

► Focus on incremental conversions

► Avoid retargeting leads that would have naturally converted

1. You already have the most powerful data, Use it.2. Create custom segments for better targeting3. Personalize your ads for stronger results4. Be everywhere your prospects and customers

are5. Market to customers to increase lifetime value6. Focus on incremental returns

Wrapping it Up

Thank You!Sarah Wallis, COO at IndochinoSarah.Wallis@Indochino.com

Lauren Vaccarello, VP Marketing at AdRollLauren.Vaccarello@AdRoll.com@LaurenV and @AdRoll

Hafez Adel, Sr. Director of Marketing at ReTargeterHafez_Adel@gmail.com