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Advanced Retargeting and Deciphering Your ROI
Hafez Adel, RetargeterLauren Vaccarello, AdRoll
Moderated by: Sarah Veit Wallis, Indochino
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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
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Myth #2: Retargeting is exclusively a bottom-funnel tactic
Reality: Retargeting can be used throughout the funnel, from awareness to loyalty
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Search Retargeting
Target ads based on search queries
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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
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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
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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
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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
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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
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Advanced Retargeting and Deciphering Your ROI
Lauren Vaccarello, VP Marketing
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AdRoll is the Global Leader in Retargeting
8,000+ Customers
#1, #3 in Marketing & Advertising
America’s Most Promising Companies
Fastest Growing Private Company
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Agenda1. Advanced segmentation2. Dynamic creatives3. Reach buyer across platforms4. Maximize LTV 5. Drive incremental conversions
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Segmentation
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Create Custom Segments for Better Results
Create segments by product types
Show different message to each
segment
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What Segments Should You Create?Behavior
Marketing objective
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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
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Hey girl
Your ads are so personal, I convert every time
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Personalize Advertising with Liquid Ads
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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
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Reach Customers Across All ChannelsBe Inventory Agnostic
AdRoll integrates with all the major ad exchanges.Retargeting PlatformBLAHBLAHABL
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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
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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
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Encourage Repeat Purchase
► Engage previous customers with new season lines
► Show special events, promotions for loyal customers
► Build brand loyalty
Reengage with Repeat Buyers
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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
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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
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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
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Thank You!Sarah Wallis, COO at [email protected]
Lauren Vaccarello, VP Marketing at [email protected]@LaurenV and @AdRoll
Hafez Adel, Sr. Director of Marketing at [email protected]