smx west 2013 presentation - retargeting best practices
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Marriott Site Audience Retargeting Using Criteo
Capture Demand
Product Feed Updated Monthly
Ready, Aim, Fire … RetargetSMX West, San Jose, March 11,
Who is Beeby Clark+Meyler?
• Award winning interactive agency focused on innovation in media.
• Client portfolio includes travel, retail, entertainment, fashion, etc.
@josephlijo@GoBCM
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5 Key Considerations for Remarketing /Retargeting
1. Build your Audience, then Remarket
2. Define Remarketing Strategy
3. Deliver Relevant Message to Audience
4. Prevent Audience Media Fatigue
5. Measure Incremental Benefit
1. Build you Audience then Remarket
Build up at least 100K monthly unique visitors to your brand website before launching your remarketing campaign
Larger Audience Size:
Higher chances of intercepting the audience on the web after they leave your site
More granular segments with targeted messaging
Paid & Organic Search are two key tactics to build your audience pool before remarketing
Brand Website Users Browsing the Web
Small Audience = Limited Opportunity
Larger Audience = Bigger Opportunity
2. Define Remarketing Strategy
Identify & Evaluate Consumer Behaviors on your site and begin building a pool of anonymous cookies to identify sizeable customer segments to remarket.
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Before you start, think about what you want the customer to do
Think beyond just sales. Get customers or prospects to:- Sign up for email
- Provide product reviews
- Shop for accessories after purchase
Align incentives/offers according to customer value/benefit.
2. Define Remarketing Strategy
3. Deliver Relevant Message to Audience
SIMPLE SEGMENTED CREATIVE DYNAMIC CREATIVE
Assembled in real time based on user profile.
Typically pulls site data/imagery/pricing
Dynamic creative Solutions from Adacado or Mediamind make this possible
Simple rules-based delivery of pre-existing assets.
Suitable for simple product portfolios or where technology issues may prevent use of more dynamic solutions
Still more effective than standard creative
BANNER FOR SEGMENT 1
BANNER FOR SEGMENT 2
Kinder Care retargeting campaign utilized dynamic, data-driven creative to deliver a 28% lift in conversions. Messaging was assembled on-the-fly based on user data profile.
Location Data
Program Data
Program and
Location
Site Visitor Data Featured In Ad Landing Page
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No Data
3. Deliver Relevant Message to Audience | Case Study
4. Prevent Audience Media Fatigue | Manage Frequency
Sample Frequency Distribution for Remarketing Campaign In remarketing campaigns, small numbers of users can account for a large number of impressions
Capping or managing your frequency level can improve reach/ROI and is less annoying to consumers
Experiment with different frequency segments to determine the optimum rate for your brand/product
“ I hate those shoes that keep following me around everywhere I go, even on Facebook” – Anonymous
A control-exposed structure was used to measure the difference in conversion between each group. Only the “exposed” group was shown client’s display ad.
Only the incremental lift was used to calculate program return on advertising spend
CONTROL VS. EXPOSED
5. Measure Incremental Benefit | Control vs. Exposed Study
Control Exposed
13.2% INCREMENTAL
User Visits Music & Arts.com
CONTROL: Always Shown a PSA Ad
EXPOSED: Always Shown a Client Ad
Overall search activity on branded search terms increased dramatically YOY• 51% increase in branded searches • 19.3% increase in clicks• 51% increase in conversions
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2011 2012
Impressions
2011 2012
Clicks
2011 2012
Conversions
*This data represents brand campaign data for July 1 – September 30 for 2011 and 2012
8X7X6X5X4X3X2X1X
10X9X8X7X6X5X4X3X2X1X
10X9X8X7X6X5X4X2X2X1X
5. Measure Incremental Benefit | Impact on Paid Search
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5 Key Considerations for Remarketing /Retargeting
1. Build your Audience, then Remarket
2. Define Remarketing Strategy
3. Deliver Relevant Message to Audience
4. Prevent Audience Media Fatigue
5. Measure Incremental Benefit
