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Advertisers use retargeting to achieve a diverse set of marketing goals, including customer acquisition, lead nurture, and social engagement improvement. AdRoll's Matt Kramer and Optimizely's Ryan Lillis discuss best practices for designing a full funnel strategy to optimize ROI. To view this webinar and others on demand, visit http://www.adroll.com/resources/webinars.
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Mobile adoption is growing exponentiallySpeakers
Ryan Lillis, Optimization Consultant at Optimizely
Matt Kramer, Sr. Digital Marketing Manager at AdRoll
Mobile adoption is growing exponentiallyYour Four Main Audiences
Mid funnel Lower funnel Upper funnel Customers
Attract and treat them differently
ü Demographicsü Consumption behaviorü Goalsü Challenges
Mobile adoption is growing exponentially
Demand Generation Web Display
Social Ads
Upper Funnel (awareness)
Brand vs. Performance Based Campaigns
Performance Brand
VS
Mobile adoption is growing exponentially
1. Audience-based web display targeting
2. Facebook lookalike audiences
3. Twitter lookalike lists and handle targeting
4. LinkedIn group targeting
Upper Funnel Tactics
Mobile adoption is growing exponentiallyMid Funnel (consideration)
Trademark Paid Search / SEO General Retargeting
Content Downloads
Mobile adoption is growing exponentiallyLower Funnel (purchase!)
Specific product / Page Retargeting
3x conversion rates of normal retargeting
Email campaigns, CRM retargeting
Lower Funnel (purchase!)Specific product/page retargeting
Nurture (existing customers)
Web and Social Retargeting with Special Deals / Upsells / Cross-sells
CRM Retargeting
Newsletters / building an email list
johndoe@gmail.com
cookieID:1234abcd
johndoe@gmail.com
Custom ads that scalePersonalized ads drive higher performance
Dynamic Ads see up to 115% increase in CTR and provide up to 44% lift in ROI when compared to static retargeting.!
Product Page Ad
Intent Level Customer Profile Ads Goal
Low Intent All Website Visitor Campaign Visited Tableau’s website
Download a whitepaper highlighting Tableau and current trends in data analytics
Mid Intent Topical Page Campaign Visited Tableau’s “Solutions” pages to solve a specific business problem (Mobile, Big Data, Data Visualization, Business Intelligence, Marketing, Sales Operations, etc.)
Download a whitepaper highlighting how Tableau could solve the visitor’s specific business problem
Mid/High Intent Product Page Campaign Visited one of Tableau’s main product pages (Tableau Desktop, Tableau Server, Tableau Online, Tableau Public)
Download a white paper or free trial specific to the product page the visitor had viewed
High Intent Free Trial Campaign Visited the free trial page but did not convert
Return to the website to sign up for a free trial
Tableau Software: Goals and Solutions
• Performed 40% below Target CPA
• Accounts for 14% of Tableau Software’s monthly advertisement leads (whitepaper and trial downloads)
• Maintained a steady and below target CPC and CPA while scaling campaign by 2.8x over a 3 month period
Results
Awareness: non-product content pages and <3 product pages. Strong brand imagery, lower bid, add contextual filters.
Consideration: >3 product pages, multiple site visits, high duration visits Dynamic product creative, higher bids, broad reach.
Purchase intent: cart abandonment Dynamic product creative, high bids, broad reach, use promotions.
Loyalty: X days post purchase. Content campaigns. LTV metrics.
21 days
10 days
7 days
7 days
Betabrand’s Always-On Full Funnel Campaign
Mobile adoption is growing exponentiallyWhat to Measure?
Mobile adoption is growing exponentiallyFour Common Creative Mistakes
1. Not refreshing creative often enough
2. Designing ineffective creative
3. Not segmenting your audiences
4. Not sequencing your creative
Mobile adoption is growing exponentially
• A sense of urgency? (48 hour sale, “Today Only”)
• A clear call-to-action? (Start now, Browse for Free)
• Value proposition? (Increase sales by 32%)
• Social proof (#1 CRM company, 15,000 customers)
Ineffective creative: Does our creative have these?
Mobile adoption is growing exponentiallyNot changing creative often enough
Mobile adoption is growing exponentiallyBuild Brand Equity
Mobile adoption is growing exponentiallyInclude and test clear calls-to-action
Mobile adoption is growing exponentiallyThe Power of Social Proof
Source: Jamie Smith’s Key Takeaways from 5 A/B Tests with Significant Results: http://searchenginewatch.com/article/2352403/Key-Takeaways-From-5-AB-Tests-With-Significant-Results
Customer Reviews reduced buyer objections and boosted their sales by an 58%
Control Variation
Mobile adoption is growing exponentiallySegmenting your creative
Show the right creative to the right audience.
Website visitors that visitwww.adroll.com/agency
Website visitors that visit a page about mobile retargeting
Segmenting your creative
Mobile adoption is growing exponentiallySequencing your creative
Capture more conversions by varying the creative concept over time.
Concept 1: Days 1-7 Concept 2: Days 8-30
No
Conversion
Sequencing your creative
Personalize with customized and targeted messaging
#1 - Less is more Keep it simple: Value prop + clear path for next steps.
#2 - Create a payoff
#3 – Focus on great CTAs
Size and style Language
#3 – Focus on great CTAs
Landing Page
Registration Page
Q&A Matt Kramer, Sr. Digital Marketing Manager, AdRoll Ryan Lillis, Optimization Consultant, Optimizely
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