retargeting

Targeting Advertiser Site Visitors

Limor Nadav-Greenberg| Solution Specialist

January 2011

Retargeting

Have you had clients who used Déjà vu? How many?

▸ What is Retargeting

▸ How it works technically

▸ How to set it up

▸ Which tags to create and how

▸ Q&A

▸ Hands on

Agenda

Typical Use CaseGreat Laptops.com sells computers online. They plan to run a campaign with MM and the campaign’s goal is to retarget users that visited their site, but left without making a purchase. The advertiser wants to serve those users ads with deals on products that match their interests.

Can they do that?

Retargeting

▸ Allows advertisers to target visitors of their site

▸ With specific ads

▸ That match their interest

How does this work?

Retargeting Process

1. A user visits the advertiser's site, which has a retargeting tag implemented on it.

Retargeting Process

1. A user visits the advertiser's site.

2. A value is inserted into MM cookie on the user's computer, indicating the page he visited.

Tag XXX = yyy

Retargeting Process

3. The user visits other sites which the advertiser bought media from.

Retargeting Process

4. The user's cookie is sent to MM from the publisher with the request to serve an ad.

Retargeting Process

4. The user's cookie is sent to MM from the publisher with the request to serve an ad.

5. MM sends back an ad that matches the user's interests.

Retargeting Set Up

All you need to do is:

Create retargeting tags

Implement the tags on the advertiser's pages

Set up the target audience

Match the right set of ads with the relevant audience

Easy money on returning customers

Retargeting Tags

3 Options

Generic tag Tag with Values

Provides Exist/Absent indication.

Up to 32 tags.

Allows to assign different values to the same tag (increase the number of products we can tag to 32x50).

But only the last value is available for each tag!

Dynamic tag

Available to SVP clients only.

Allows to use a single tag and place it on all pages.

Will be covered in

the SVP session

Retargeting Tags Set Up

Advertiser Tags Retargeting

Retargeting Tags Set Up

Up to 32 tags Up to 50 values in each tag

Create a new tag (assigning values – optional)

If a user does not assign values – the tag will be served to indicate whether or not a user has visited a certain page or performed a certain action.

Retargeting Tags Set UpCreate a new tag (assigning values – optional)

GreatLaptops .com created a general tag that will be placed on the purchase page and will allow for knowing whether users have completed a purchase or not.

GreatLaptops .com can either create a tag per product, or enter values in a single tag (as illustrated here), which will represent the different products.

Good utilization of a single tag, but note that only the last value of each tag is kept.

GreatLaptops .com chose to use tag with values for the different laptop models.

Tags implementation

Generate the code and send it to the advertiser

Note: when general tags are used – users will no longer have to replace the variable with the value 1 – the code already contain the right value.

// In the code below, you will find a LaptopModel’s parameter.// The LaptopModelID parameter is to be dynamically// set to reflect the retargeting tag "LaptopModel" value relevant to the user.// when served, please replace the token in the tag with the actual value ID// Set the parameter to 0 to reflect the value: [Laptop c]// Set the parameter to 1 to reflect the value: [Laptop B]// Set the parameter to 2 to reflect the value: [Laptop A]// The retargeting Tags should be placed at the top of the <BODY> section of the HTML page.

Script partvar LaptopModelID ='[LaptopModelID]';

No script part<img width="1" height="1" style="border:0" src="HTTP://bs.serving-sys-dev4.com/BurstingPipe/ActivityServer.bs?CN=TT&TID=509&AdvertiserID=27576&TKV1=[LaptopModelID]&ns=1"/>

Tags implementation

Generate the code and send it to the advertiser

When multiple values are used – the user will have to replace the parameter with the right value for each page (product).

Tags implementation

You can check whether implementation is correct by:

1. Turning test mode on through: http://activity.serving-sys.com/activity/testmode.ebasp

2. Do the activity on the advertiser site, then check the pop up window that appears…

Target Audience Set Up

Set up Target Audience

You can add up to five conditions using AND/Or rules. AND is stronger than OR, meaning that it will be done first. You can think of it as adding parenthesis before and after terms that have AND between them: a AND b OR c AND d = (a AND b) or (c AND d).

Match Ads with Audience

Assign relevant ads to each target audience

Job is complete!

Backward compatibility

All data from ACM will be migrated to MM Upgrade:

Dejavu tags Retargeting tags

Target groups Target Audiences

Which tags to create?▸ Example: a car manufacturer (Toyota) wants to target

according to the different vehicle models (Yaris, Corolla…), and type of vehicle (cars, trucks…)

▸ How would you set up the tags?

Remember…▸ The maximum number of retargeting tags you can

create for an advertiser is 32

▸ The maximum number of values you can assign to a retargeting tag is 50

▸ Only the latest value is saved per tag

▸ And…you can have up to 5 rules (4 And/Or operations) per target audience.

Possible choices:Option 1: One tag with all models and types as values

▸ Tag name: Car model

▸ Values: Yaris, Corolla, Rav4…

Advantage:o Good utilization of a single tagBut…o How many models are there? More than 50 – then cannot

implement this wayo Only the last value is kept –if the user saw different car

models – we will only know about the last one

Possible choices:Option 2: Tag per each model

Tag name: YarisTag name: Corolla

…Advantage: o You always know if the user visited a certain pageBut…o What do you do if there are more than 32 products?o Depending on the number of models – you may have used all

the tags for this advertiser, and cannot add new ones….

Possible choices:Option 3: Tag per each group, inside the group, use

values for different items:▸Tag name: Family Cars

Values: Yaris, Corolla…▸Tag name: SUVs and Vans

Values: Rav4,…

Advantage: o Can cover more possibilities than either of the previous

optionsBut…o Only the last value of each group is availableo What if a single group has more than 50 values?

Hands On

End of Part 1Time for a BreakTime for a Break

Retargeting Set Up

Dynamic tags Available to SVP clients only Unlimited number of Dynamic Tags per advertiser

This will be covered in detail in the SVP presentation.

retargeting

mediamind technologies

user visits

users cookie

rights reservedwhat

rights reserved1

advertisers site

rights reserveda

users computer

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