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Advanced Retargeting and Deciphering Your ROI

Advanced Retargeting and Deciphering Your ROI. Hafez Adel, Retargeter Lauren Vaccarello, AdRoll Moderated by: Sarah Veit Wallis, Indochino. Myth #1: Users have to visit your site for you to retarget them

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Advanced Retargeting and Deciphering Your ROI

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  1. Advanced Retargeting and Deciphering Your ROI Hafez Adel, Retargeter Lauren Vaccarello, AdRoll Moderated by: Sarah Veit Wallis, Indochino

  2. 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

  3. Myth #2: Retargeting is exclusively a bottom-funnel tactic Reality: Retargeting can be used throughout the funnel, from awareness to loyalty

  4. Search Retargeting Target ads based on search queries

  5. 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

  6. Email Retargeting Target ads based on email opens 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

  7. 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

  8. CRM Retargeting Target ads using your CRM data CRM data is matched with existing online profiles Upload your mailing list to data onboarding provider Users are tagged with your cookie through a database sync Users see your ads throughout the web

  9. Case Study: BustedTees Objective: Re-engage dormant customers Strategy: Segment CRM based on lifetime value and recency of activity Results: • 447,180 ad impressions • 195 conversions (AOV: $40) • 390% ROI

  10. Advanced Retargeting and Deciphering Your ROI Lauren Vaccarello, VP Marketing

  11. AdRoll is the Global Leader in Retargeting 8,000+ Customers #1, #3 in Marketing & Advertising Fastest Growing Private Company America’s Most Promising Companies

  12. Agenda Advanced segmentation Dynamic creatives Reach buyer across platforms Maximize LTV Drive incremental conversions

  13. Segmentation

  14. Create Custom Segments for Better Results Create segments by product types Show different message to each segment

  15. What Segments Should You Create? Behavior Marketing objective

  16. 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

  17. Hey girl Your ads are so personal, I convert every time

  18. Personalize Advertising with Liquid Ads

  19. 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

  20. Reach Customers Across All ChannelsBe Inventory Agnostic BLAHBLAHABL AdRoll integrates with all the major ad exchanges. Retargeting Platform

  21. 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

  22. Increase Customer LTV with CRM Retargeting Couple your offline data (email or mailing lists) with your online data to create targeted ads for your visitors across the web.

  23. Reengage with Repeat Buyers Encourage Repeat Purchase • Engage previous customers with new season lines • Show special events, promotions for loyal customers • Build brand loyalty

  24. 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

  25. 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

  26. Wrapping it Up • You already have the most powerful data, Use it. • Create custom segments for better targeting • Personalize your ads for stronger results • Be everywhere your prospects and customers are • Market to customers to increase lifetime value • Focus on incremental returns

  27. Thank You! Sarah Wallis, COO at Indochino Sarah.Wallis@Indochino.com Lauren Vaccarello, VP Marketing at AdRoll Lauren.Vaccarello@AdRoll.com @LaurenV and @AdRoll Hafez Adel, Sr. Director of Marketing at ReTargeter Hafez_Adel@gmail.com

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