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שילוב בין כלי רימרקטינג מתקדמים לתוכן ייחודי
אתגר שפיבק, מנכ״ל ומייסד פיקסל
"Half the money I spend on advertising is wasted. The trouble is, I don't know which half."John Wanamaker, The father of modern advertising
"Half the money I spend on advertising is wasted. The trouble is, I don't know which half."John Wanamaker, The father of modern advertising1900
Etgar Shpivak
ABOUT ME
CEO and co-founder of Fixel
- Co Author of a Best selling book on Digital Marketing- Seasoned Digital Marketer with over 20 years of experience- Lectured to thousands of digital campaign managers
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•What the hell is intent?
•How we segment our audience for engagement?
• Improving our conversion rates and scale in retargeting campaigns
• Improving our seed for LookALike campaigns
• Setting personal messaging according to engagement levels
•Optimize out media according to engagement metrics
Lecture agenda
UNDERSTANDING INTENT
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•Completed a purchase
• Left their email
•Added to cart
• Initiated checkout
•Saw a pricing page
Understanding intent
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$$$
What is the problem?
The 10% that make the actions
Identify site visitors with intent to convert
and drive qualified traffic to your sites
What do we want to achieve?
WHAT TO DO WITH THE 90%
Actione.g. Added to Cart
Awarenesse.g. Product Viewers
Unengagede.g. Bounced users
How do we see our visitors today?
Over 90%
Less than 10%
Actione.g. Added to Cart
Interest
Unengagede.g. Bounced users
High QualityWith Scale
Desire
Awareness
Where do we want to be?
Low Quality
Too wide
Highest Quality Low
scale
HOW CAN WE DO IT?
SEGMENT BY TIME
Time on site (FB)
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Time on page (Google Tag Manager)
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When to use time on page segmentation?
• Landing pages
•Traffic to specific product pages
PAGE VIEWS
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When to use page views segmentation?
•Blogs
•Publishers
•Traffic directly to category pages
SCROLL DEPTH
Done via GTM for each page
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When to use scroll depth segmentation? Mainly on mobile
• Long content pages
•One pager with a CTA in the bottom
•Traffic directly to specific product pages with long description
HOW TO DECIDE THE NUMBER FOR OUR SITE?
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1. Build levels and thresholds
2. Check the conversion rate for each one
3. Look for scale and conversion rate
How can we find the right threshold for engagement?
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USE CASES
RETARGETING:GETTING RID OF LOW QUALITY VISITORS
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Improving conversion rates and ROAS
RETARGETING TO ALL VISITORS RETARGETING TO ENGAGED VISITORS
How to add the audience in DPA
How to add the audience in DPA
RETARGETING:EXPANDING ON VISITOR ACTIONS
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Going beyond cart abandonment
CART ABANDONMENT ENGAGED USERS
RETARGETING:MOST SCALE
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How to scale the retargeting campaigns
1 day
7 days
14 days
30 days
All visitors
Low engaged
Medium Engaged
Highly Engaged
SEED FOR LOOKALIKES
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The main elements for good seed
•Category
• Intent
•Size - Over 1000
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CREATIVEHARD SALE VS SOFT SALE
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More engagement - higher probability to make a purchase
Low Engagement
• Newsletter
• Brand story
• Clients testimonials
High Engagement
• Small discount
• Buy X get Y
• Just buy it!
OPTIMIZE FOR ENGAGEMENT
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When to optimize against engagement
• Low conversion rate
• Not enough data to optimize by Keyword,
Audience segment (age/gender/location)
• AB Testing is expensive
• Many sub-channels (Placements in Google
Ads/Outbrain/Taboola)
• Expansive traffic (Linkedin/Google Search)
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When not to optimize against engagement
• Very high conversion rate (over 10%)
• No engagement signals
• Have time and budget to test according to conversions
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How to use it?
1. Look for correlation between engagement to conversions
2. Set the engagement metrics as a conversion event
3. Make fast decisions to your media buying
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Free resource
fixel.ai/rule-based
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•Understanding visitor intent
•Segmentation tactics
•Building better retargeting and LookALike campaigns
•Personalizing our creative messages in retargeting campaigns
•How to make fast decisions in our media buying strategy
What did we discuss
THANK YOU!
Etgar Shpivak
e@fixel.ai
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