SES 2014 Smart Remarketing presentation from Net Media Planet
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This document discusses strategies for smart retargeting. It provides examples of how defining audiences based on on-site behavior, location data, and customer lifecycles can increase conversion rates by 300-400%. The document also recommends considering different technology providers, using sequential creative messaging tailored to consumers' purchase funnel stage, and optimizing frequency and recency to find the right balance of conversions and costs. The key takeaways are to smartly define and target audiences, use creative creatives, consider technology provider merits, and optimize frequency and recency.
SES 2014 Smart Remarketing presentation from Net Media Planet
- 1. Smart Retargeting Sri Sharma, Managing Director & Founder @srisharma @netmediaplanet
- 2. Leading Search and Display specialist driving a step change in performance Best Use of Search Best Use of Mobile Innovation in PPC Grand Prix Award
- 4. Retargeting is efficient & effective 227 brand marketeers were asked to describe Retargeting @srisharma @netmediaplanet 4 Source: Chango, Digiday Oct2013
- 5. Retargeting is set for growth in 2014 227 brand marketeers were asked if their Retargeting budgets would increase in 2014 @srisharma @netmediaplanet 5 Source: Chango, Digiday Oct2013
- 6. More technology choices @srisharma @netmediaplanet 6 Source: Chiefmartec 2014
- 7. More sophistication Consumer funnel Paid Search Becoming Aware Researching In Market @srisharma @netmediaplanet Generic PPC RLSAs Display Prospecting Prospect retargeting Negative Retargeting retargeting 7
- 8. More savvy customers @srisharma @netmediaplanet 8
- 9. Audience 9
- 10. On-site behaviour based audience lists New visitors Category page visitors Basket abandoners Purchasers (60 days) @srisharma @netmediaplanet 10
- 11. +400% conversion rate New visitors Category page visitors Basket abandoners Purchasers (60 days) @srisharma @netmediaplanet 11
- 12. Simplification in Enhanced campaigns @srisharma @netmediaplanet 12
- 13. Improve audience definition & targeting Improve audience targeting Discover converter blueprint • • • • • • • • • Demographics Psychographics Income Education Location Time On-site behaviour Device and browser Consumer lifecycle @srisharma @netmediaplanet • • PPC • Demographic targeting • Geo-targeting • Day-parting • Device bid multipliers Display • Placement refinement • 3rd party data targeting 13
- 14. Discover converter qualities @srisharma @netmediaplanet 14
- 15. Location based audience lists @srisharma @netmediaplanet 15
- 16. +300% conversion rate vs @srisharma @netmediaplanet 16
- 17. 3rd party data based audience lists @srisharma @netmediaplanet 17
- 18. Converter ‘lookalike’ data segments Site visitors who didn’t buy The target @srisharma @netmediaplanet 18
- 19. Customer lifecycle based audience lists Time Post birth 2nd birth Value potential 2nd - 3rd trimesters Stage of Parenting Customer Lifecycle 19
- 20. Creative 20
- 22. Sequential creative messaging Becoming Aware Researching In Market @srisharma @netmediaplanet 22
- 23. Real time response to weather • • • @srisharma @netmediaplanet Weather API Real time response Specific banner serving 23
- 24. Real time response to weather Rain @srisharma @netmediaplanet Snow 24
- 25. Technology 25
- 27. Considerations • • • • • • • • Frequency capping control Dynamic product ads functionality Access to major ad exchanges Pretargeting & Retargeting Data transparency Data privacy Integration with Google merchant centre Adwords/Analytics Integration @srisharma @netmediaplanet 27
- 29. Key considerations • • • • • Customer annoyance Target ROI Stage of consumer funnel Device type Geographic location @srisharma @netmediaplanet 29
- 30. The right frequency Chart showing CTR and Conversion rate by frequency 3.00% 1.40% 1.20% 2.50% CTR 1.00% Conversion rate 2.00% 0.80% CTR 1.50% 0.60% CR 1.00% 0.40% 0.50% 0.20% 0.00% 0.00% 0 2 4 6 8 10 12 14 Frequency @srisharma @netmediaplanet 30 Source: Net Media Planet client data
- 31. Negative remarketing but recognising ‘old’ converters @srisharma @netmediaplanet 31
- 32. Key takeaways • Be smart in how you define & target your audience • • Be creative with creatives • Become effective and efficient using frequency & recency Consider the merits of technology providers against your specific needs @srisharma @netmediaplanet 32
- 33. Leading Search and Display specialist driving a step change in performance Best Use of Search Best Use of Mobile Innovation in PPC Grand Prix Award