Advanced Retargeting

04/11/2023 1

Craig BoyteAssociate Media Director FRWDi612 Vice President: Sponsorships@Craigboy

Introduction: NavigationWhat We’re Going To Cover

How to think about retargeting

Why retargeting

Basics

Four advanced tactics

DMP/DSP vs. hiring a vendor

General things to remember

Introduction: Navigation Mindset

Consumer centricity Data centricity

What can you learnFrom your customers

What value are you providing to your customers

Introduction: Navigation Why Retargeting

90 to 95+ percent of visitors who browse a retailers site do not complete a transaction in their visit

Retargeted consumers are nearly 70% more likely to complete a purchase as compared to a non-retargeted consumers*

Retargeted customers spend, on average, 50% more than those served with non-targeted banner ads*

*Retargeting study by Criteo 2011

Some facts

Introduction: Navigation The Basics

You know this part already

Retargeting:Putting your message in front of lost prospects to get them back

Introduction: Navigation

Introduction: Navigation Can I Do More?

Sequential retargeting

Search retargeting

Social retargeting

Dynamic retargeting

Introduction: Navigation Sequential Retargeting

Sequential retargeting

Introduction: Navigation Sequential Retargeting

Use sequential messaging to move people down the sales funnel

Tell a story

Reminder/Introductory Message

Value PropositionMessage

Closing/Sales OfferMessage

Introduction: Navigation Sequential Retargeting

Sequential retargeting is also way of testing both value propositions and price points

Value Proposition One

Value Proposition One

Value Proposition One

Value Proposition Two

Value Proposition Two

Value Proposition Two Price Point One Price Point One Price Point Two Price Point Two

First impression Second impression Third impression Fourth impression Fifth impression

Sixth impression Seventh impression Eighth impression Ninth impression Tenth impression

Introduction: Navigation Search Retargeting

Search retargeting

Other site

What is search retargeting?

Introduction: Navigation Search Retargeting

Your Site

Place 3rd Party cookie

Retarget

Introduction: Navigation Why Search Retargeting

By definition site retargeting only hits people who already know who you are

Search retargeting hits new prospective clients

You can base your targeting at the keyword level much like a search campaign

Set expectations: You will have lower results with search retargeting compared to site retargeting

Site retargeting does not, and can not, increase prospects

Warning

Introduction: Navigation Social Retargeting

Social retargeting

Facebook inventory is now available and use is growing quickly

Introduction: Navigation Social Retargeting

Even with its growth, most still don’t use it

Introduction: Navigation Social Retargeting

Introduction: Navigation Why Social Retargeting

Facebook retargeting extends your reach: There has been found to be only an 8.3% crossover between web retargeting and the Facebook exchange*

Facebook CPMs cost 82% less than standard web retargeting*

Facebook CPCs are 70% lower than standard web retargeting*

Starting yesterday (3/26) FB retargeting ads will also be shown in the news feed, not just on the right panel**

Turn around times are extremely fast: You can hit someone on FB with an ad within minutes of them visiting your site

Click through rates are 40% lower than standard web retargeting

Facebook extends reach and costs less

Warning

Sources: *http://gold.insidenetwork.com/facebook-marketing-bible/fmb_summary/an-introduction-to-the-facebook-exchange/*http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/2012_US_Digital_Future_in_Focus** http://adage.com/article/digital/facebook-brings-fbx-ads-desktop-news-feeds/240539/

Introduction: Navigation Dynamic Retargeting

Dynamic retargeting

Introduction: Navigation Dynamic Retargeting

Dynamically populate ads with the product the customer was looking at

Introduction: Navigation Why Dynamic Retargeting

Personalized retargeted ads perform 6X better than generic banners*

Personalized retargeting ads perform 4X better than basic retargeted ads*

Dynamic Facebook ads had a 43% higher CTR than static FB ads**

Dynamic Facebook ad conversions happened 30% faster than static FB ads**

Dynamic Facebook ads had 1/3 the CPA of static FB ads**

Dynamic ads can cost more to serve and sometimes there is a set up fee

Dynamic Ads Simply Work Better

Warning

*Retargeting study by Criteo 2011**Triggit Facebook retargeting study 2012

Introduction: Navigation DSP/DMP

Should You Use A DSP/DMP

Introduction: Navigation DSP / DMP Vs. Vendor

This is a big topic… but here is the short version

FRWD Proprietary & Confidential

Outside publisher

• Easy to implement• More expensive media• Vendor marks up exchange inventory

• Vendor controls all data• They can then sell your data

• Managed service• Limited control of inventory• Limited over improvements• Much easier to do very advanced tactics• No learning curve for setup

• “Set it and forget it”

Self Service DMP/DSP

• A little trickier to implement• Cheaper inventory

• No markup of exchange inventory• Direct control of all data

• Audience data controlled in DMP• Direct control of inventory• Deeper audience understanding

• All data, segmentation and taxonomy of audience data is done by you

• Can have a steep learning curve for advanced tactics

• Requires ongoing maintenance

Introduction: NavigationWho Are The Players In This Space

There are many different potential DSP/DMP partners

FRWD Proprietary & Confidential

Here are a couple of links that can help you out:http://www.clickz.com/clickz/column/1702617/a-step-guide-evaluating-demand-side-platformshttp://www.imediaconnection.com/content/26711.asphttp://econsultancy.com/us/reports/rtb-buyers-guide (paid report)

Introduction: Navigation

Should You Use A DSP/DMP

Introduction: Navigation Wait… What?

Think of retargeting from both a consumer standpoint and a data standpoint

Use sequential retargeting as a way to move consumers down the purchase funnel and as a testing lab for value propositions and special offers

Search retargeting is a way to increase your prospect pool

Social retargeting extends your reach efficiently

Dynamic ads perform better and should be used if possible

Think about your needs when considering using a DSP or hiring an outside vendor

To Recap

Introduction: NavigationHuge Slide With Lots Of Stuff

Invest in privacy educationLegal, IT, marketing, account team…. Privacy center, OBA compliance and ad serving partner It can take time: You can’t just turn in onForecast performanceTiming: Site traffic (25k-100k cookies) = could take 5 months to cumeSales volume: 90 days+ sales volume Set performance expectationsHigher CTR and Conversion but lower volumeEnsure cookie life 30+Map the site (tagging IA similar to content IA)Segment your visitors, everyone is not equalMake sure you have a frequency cap in placeCreative editorial calendar…and budget Plan for it to work (consider a DSP and DMP solution for long haul, creative refreshes) Plan for someone to break itHave a plan for complaintsAlways A/B test with creativePre-determine the length of time for view through conversions Make sure you have a washout code in place after someone converts

Other things to keep in mind

Thank you

Introduction: Navigation Questions

Craig Boyte:Associate Director, Mediacraig.boyte@frwdco.comi612 Vice President: Sponsorships @Craigboy