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Retargeting Advertising:
From theory to
(best) practice
Magda Maragkoudaki, ForestView
9th Internet & e-business Innovation Forum @ Athens
December 3rd 2013
Retarget Users
Convert Them To Customers
Retargeting Advertising: from theory to (best) practice
Did You Know That…?
Retargeting Advertising: from theory to (best) practice
LaRedoute.gr
The Objective

“Boost Sales,
Lower CPC & Cost Per Action,
Improve ROI”
The Solution

Facebook
Retargeting
How It Works
How We Did It
Segmenting Customers Into Categories

Testing Multiple Retargeting Ads
Optimizing Campaigns Daily
Segmenting Customers Into Categories

Based on:

Gender
Product Categories Visited
Behaviour i.e. Cart Abandonment
Testing Multiple Retargeting Ads
Optimization Is Key
Add New Images & Texts Regularly

Test High converting Product Categories
Campaign Reporting & Evaluation Of Results

CPA Optimization so it makes sense to
LaRedoute’s business
The Results
Facebook vs. Other Retargeting

76% Lower CPC
89% CPA Decline
2,7% Conversion Rate
1/3 of Post-Click Sales from Cart Abandoners
10x Incremental View-Through Conversions
MelinaMay.com
The Objective

“Drive Incremental Sales,
Serve Custom Messages To Engaged
Users”
The Solution

Dynamic
Retargeting
How It Works
How It Works
The Results
Dynamic Retargeting vs. Other CPA-based Display

16x Monthly Sales
8x Conversion Rate
+19% Average Basket Value Increase
94% Of ForestView Affiliate Monthly Sales
Once You Track,
You Never Go Back!
Best Practices
Select The Right Audiences
Focus On The User, Not The Placement
Relevancy, Frequency & Sequency
Creative & Custom Messaging Tests
The Future Is Already Here
Search & Video
Mobile Retargeting
Retargeting on Social Networking Platforms
Integration of CRM & Advertising Data
Thank You!
Facebook.com/Forestview
Linkedin.com/company/Forestview
Twitter.com/ForestView

See the forest for the tree!

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Retargeting Advertising: from theory to (best) practice