social retargeting: a q&a with adroll
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Social Retargeting: A Q&A with AdRollBy Andrew Caravella on February 26, 2015
ADVERTIS ING HO ME
Sprout Social Call us at: 1.866.878.3231 LO G IN
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Advertising
Looking for fresh ways to extract real business value out of your social media
efforts? The next chapter in our new webinar series is sure to have the answer.
On March 12, Sprout Social will host a special online discussion with AdRoll —
the global leader in retargeting — to address the “5 Best Practices for
Integrating Paid and Organic Social Media.” We invite you to register today to
get actionable insights into how your company can craft a more prosperous
social presence for tomorrow.
Gregory Kennedy, AdRoll’s Director of Content Marketing, gives us a preview.
For those new to retargeting, can you give a briefoverview?
GK: Retargeting is a form of programmatic advertising that allows brands to
serve personalized ads based on the behavioral data they collect on their
website or from their customer relationship management (CRM) system. By
placing a simple pixel on their site, brands can customize ads they serve to
people based on the way they’ve interacted with the brand. Past site visitors will
see ads tailored to their interests when they navigate to their favorite blog, news
site, or social network on desktop and mobile.
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In a nutshell, retargeting lets advertisers serve ads to consumers who have
already shown interest in a company’s products, services, or brand.
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What’s the biggest misconception aboutretargeting?
GK: That it’s a bottom-of-the-funnel tactic that only applies to online retailers.
While retargeting was originally dubbed an easy way to convert shopping cart
abandoners, brands across all industries are using retargeting for a variety of
functions, including brand awareness, customer retention, and lead nurturing.
As the technology has matured and marketers have become more savvy,
advertisers are now using retargeting throughout the customer buy cycle. B2B
tech companies are using it to promote their content (webinars and white
papers) to pull qualified leads into their sales funnel. Retailers are retargeting
loyal or previously engaged customers that may have attended an in-store event
or purchased last season. Travel companies are targeting folks, using dynamic
creative to engage and educate previous customers on promotional deals.
Why should brands employ retargeting on socialmedia?
GK: In a recent study we conducted of 1,000 marketers, retargeting was the
single hottest topic. Social media is an essential tool to engage consumers in a
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two-way conversation. It’s also the place where consumers are spending most
of their time. With native formats and a mobile-friendly user experience (UX),
social media platforms like Facebook and Twitter have become one of the best
places to advertise. In fact, AdRoll clients see 184 percent more impressions,
205 percent more clicks, and 218 percent more conversions when adding
Facebook to their web retargeting mix.
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How can brands effectively segment theiraudiences with retargeting?
GK: One of the biggest benefits of the AdRoll platform is that we make it easy
to get started with segmentation. Here’s an example for an online retailer.
Products viewed: serve ads to consumers that visited your product
catalog.
Shopping cart abandoners: for users that put something in their online
shopping carts without making a purchase.
Previous seasonal purchasers: use an email list of people who
purchase during your March Madness sale last year to retarget them
leading up to the event.
What’s a good example of paid and organic socialmedia complementing each other?
GK: One example is Alex and Ani. The jewelry retailer does an amazing job of
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maintaining a consistent voice and using beautiful, dynamic creative for their
paid and social campaigns. They leverage real-time organic conversation with
real-time bidding strategies, which complement each other nicely. Their ability
to create innovative campaigns on both sides of the spectrum has helped the
brand skyrocket year over year.
Learn More
Join AdRoll and Sprout Social for the upcoming webinar “5 Best Practices for
Integrating Paid and Organic Social Media.” Register below.
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ANDREW CARAVELLA
Andrew Caravella leads the marketing team at Sprout Social.
He likes being on airplanes, sweating to the beat at
SoulCycle, and Roger Federer. Find him on Twitter
@andrewcaravella.
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