retargeting advertising: from theory to (best) practice
DESCRIPTION
Retargeting is an online advertising solution that gives you the opportunity to get back in touch with users who have visited your page in the past and have expressed interest in your brand. How does Retargeting work? In short, it keeps track of the user’s browsing, and based on this information, it approaches them again during their browsing, with targeted messages that might interest them. Thus, it makes for an ideal premium tool for any advertiser wishing to: -Achieve considerably higher CTR -Get better results in specific activities (such as increasing the conversion rate) -Effectively approach consumers who have already expressed interest in their services or products. -Enhance their business image -Reduce bounce rate This presentation shows you how to capitalize on Retargeting Advertising through a series of recent best practices from the highly competitive world of e-shops.TRANSCRIPT
Retargeting Advertising: From theory to (best) practice
Magda Maragkoudaki, ForestView 9th Internet & e-business Innovation Forum @ Athens
December 3rd 2013
Retarget Users Convert Them To Customers
Did You Know That…?
LaRedoute.gr
The Objective
“Boost Sales, Lower CPC & Cost Per Action,
Improve ROI”
The Solution
Facebook Retargeting
How It Works
How We Did It
Segmenting Customers Into Categories
Testing Multiple Retargeting Ads
Optimizing Campaigns Daily
Segmenting Customers Into Categories
Gender Product Categories Visited Behaviour i.e. Cart Abandonment
Based on:
Testing Multiple Retargeting Ads
Optimization Is Key
Add New Images & Texts Regularly
Test High converting Product Categories
Campaign Reporting & Evaluation Of Results
CPA Optimization so it makes sense to LaRedoute’s business
The Results
Facebook vs. Other Retargeting
76% Lower CPC
89% CPA Decline
2,7% Conversion Rate
1/3 of Post-Click Sales from Cart Abandoners
10x Incremental View-Through Conversions
MelinaMay.com
The Objective
“Drive Incremental Sales, Serve Custom Messages To Engaged
Users”
The Solution
Dynamic Retargeting
How It Works
How It Works
The Results
Dynamic Retargeting vs. Other CPA-based Display
16x Monthly Sales
8x Conversion Rate
+19% Average Basket Value Increase
94% Of ForestView Affiliate Monthly Sales
Once You Track, You Never Go Back!
Best Practices
Select The Right Audiences
Focus On The User, Not The Placement
Relevancy, Frequency & Sequency
Creative & Custom Messaging Tests
The Future Is Already Here
Search & Video
Mobile Retargeting
Retargeting on Social Networking Platforms
Integration of CRM & Advertising Data
See the forest for the tree!
Thank You! Facebook.com/Forestview Linkedin.com/company/Forestview Twitter.com/ForestView