Gerasimos Nikolopoulos CEO adaplo gerasini adaplo 7 Practical

Gerasimos Nikolopoulos, CEO adaplo (@gerasini, @adaplo) 7 Practical learnings from Retargeting campaigns on 400 ecommerce stores Your Company logo Automated ads that drive sa #MM 17 DE

Launch sophisticated campaigns on Google Ad. Words and Facebook ads based on real-time data from your Magento store GR #MM 17 DE

Retargeting is the best performing campaign type “ 92% of marketers report retargeting performs equal to or better than search” (Ad. Roll State of Industry, 2014) GR #MM 17 DE

Let’s make retargeting even better! GR #MM 17 DE

Let’s score some quick wins GR #MM 17 DE

So that we can expand Quick wins -> Performance improves -> More available budget -> More sales -> Deeper optimisations -> More sales GR #MM 17 DE

1. Retarget on both Google and Facebook GR #MM 17 DE

Many stores retarget on just one platform GR #MM 17 DE

Retarget on both. Do cross-platform optimisation. GR #MM 17 DE

2. Category retargeting to enhance Dynamic retargeting GR #MM 17 DE

Dynamic retargeting is great. It targets a relevant audience with extremely relevant products (that they have seen). GR #MM 17 DE

Many times, however, people are still searching It could make sense to give them more options by advertising the category and sending them to category pages. GR #MM 17 DE

Use both category/product ads to get the max effect GR #MM 17 DE

3. Advertise on the whole funnel GR #MM 17 DE

For starters, track your funnel GR #MM 17 DE

Most companies (and ad-tech vendors) focus on “cart-abandoners” GR #MM 17 DE

Target the full channel to increase your impact Show ads to prospects higher in the funnel Cross-sell products to converters GR #MM 17 DE

4. Intelligently select your cookie duration GR #MM 17 DE

Max limit for retargeting audience is big “The maximum membership duration (of a remarketing audience) is 540 days. If someone continuously visits a page, the clock is reset, and the visitor's cookie stays on the list. ” (Doubleclick Ad Exchange Help Center) GR #MM 17 DE

Max limit for retargeting audience is reattly big! “The maximum membership duration (of a remarketing audience) is 540 days. If someone continuously visits a page, the clock is reset, and the visitor's cookie stays on the list. ” (Doubleclick Ad Exchange Help Center) 540 days after the last visit! GR #MM 17 DE

Just because we can, does not mean that we should. Do not just measure the positive ROI from a small % of users. Try to estimate also the negative ROI from the % of users that get annoyed. GR #MM 17 DE

Use data about your average time-to-buy to set the duration GR #MM 17 DE

5. Segment your campaigns using various dimensions GR #MM 17 DE

We could advertise with no segmentation All visitors Bid 0. 10 GR #MM 17 DE

Having the same bid for all different audiences Non-visitor Bid 0. 10 Returning visitor Bid 0. 10 Customer Bid 0. 10 GR #MM 17 DE

Different audiences, however, respond differently Non-visitor (CR 0. 7%) Bid 0. 10 Returning visitor (CR 1. 2%) Bid 0. 10 Customer (CR 2. 8%) Bid 0. 10 GR #MM 17 DE

By segmenting and customising we can get better performance Non-visitor (CR 0. 7%) Bid 0. 07 Returning visitor (CR 1. 2%) Bid 0. 14 Customer (CR 2. 8%) Bid 0. 21 GR #MM 17 DE

Segmenting helps on both bidding and creatives GR #MM 17 DE

3 audiences, however, is not enough these days Typical retargeting campaigns (<10 targetings) ● ● All visitors Cart abandoners Converters “Smart lists” Advanced retargeting campaigns (>200 targetings) Campaign break-down by the combination of all the dimensions below: ● Intent (all, view, cart, purchase) ● Duration (1, 3, 7, 14, 30+) ● Gender (male, female, unknown) ● Age (18 -24, 25 -34, etc) ● Device (desktop, mobile, tablet) GR #MM 17 DE

6. Make your creatives stand-out GR #MM 17 DE

Most stores use the default templates GR #MM 17 DE

But you can be different GR #MM 17 DE

Benefits of creative customisation 1. 2. 3. 4. Stand-out from the crowd (in the attention world) “Branding” to better associate ad with your brand “Branding” to promote a highe-quality brand image Because it makes money €€€€€€€ GR #MM 17 DE

“It’s all about the money” 1. 2. 3. 4. Stand-out from the crowd (in the attention world) “Branding” to better associate ad with your brand “Branding” to promote a highe-quality brand image Because it makes money €€€€€€€ GR #MM 17 DE

Better creatives -> Lower CPC -> Increased ROAS GR #MM 17 DE

7. Expand your retargeting audience GR #MM 17 DE

But retargeting is finite, based on your audience GR #MM 17 DE

But retargeting is finite, based on your audience No Because you are hurting the brand by: ● Retargeting for 540 days ● Pushing ads with no limit (impression cap) GR #MM 17 DE

“Retarget” to your most valuable audience GR #MM 17 DE

You can target your past customers on Google Ads/Facebook GR #MM 17 DE

And it works! GR #MM 17 DE

Segmentation works also here GR #MM 17 DE

Summary 1. 2. 3. 4. 5. 6. 7. Retarget on both Google and Facebook Category retargeting to enhance Dynamic retargeting Advertise on the whole funnel Intelligently select your cookie duration Segment your campaigns using various dimensions Make your creatives stand-out Expand your retargeting audience GR #MM 17 DE

Why not start today? Source GR #MM 17 DE