Retargeting

1. Retargeting Limor Nadav-Greenberg| Solution SpecialistJanuary 2011 Targeting Advertiser Site Visitors

2. Have you had clients who used Déjà vu? How many?

3. Agenda • What is Retargeting • How it works technically • How to set it up • Which tags to create and how • Q&A • Hands on

4. Typical Use Case Great Laptops.com sells computers online. They plan to run a campaign with MM and the campaign’s goal is to retarget users that visited their site, but left without making a purchase. The advertiser wants to serve those users ads with deals on products that match their interests. Can they do that?

5. Retargeting • Allows advertisers to target visitors of their site • With specific ads • That match their interest How does this work?

6. Retargeting Process

7. Retargeting Process • A user visits the advertiser's site, which has a retargeting tag implemented on it.

8. Retargeting Process • A user visits the advertiser's site. • A value is inserted into MM cookie on the user's computer, indicating the page he visited. Tag XXX = yyy

9. Retargeting Process • A user visits the advertiser's site. • A value is inserted into MM cookie on the user's computer, indicating the page he visited. • The user visits other sites which the advertiser bought media from.

10. Retargeting Process • A user visits the advertiser's site. • A value is inserted into MM cookie on the user's computer, indicating the page he visited. • The user visits other sites which the advertiser bought media from. • The user's cookie is sent to MM from the publisher with the request to serve an ad.

11. Retargeting Process • A user visits the advertiser's site. • A value is inserted into MM cookie on the user's computer, indicating the page he visited. • The user visits other sites which the advertiser bought media from. • The user's cookie is sent to MM from the publisher with the request to serve an ad. • MM sends back an ad that matches the user's interests.

12. Retargeting Set Up All you need to do is: • Create retargeting tags • Implement the tags on the advertiser's pages • Set up the target audience • Match the right set of ads with the relevant audience Easy money on returning customers 1 2 3 4

13. Retargeting Tags 3 Options Will be covered in the SVP session Generic tag Tag with Values Dynamic tag • Provides Exist/Absent indication. • Up to 32 tags. • Allows to assign different values to the same tag (increase the number of products we can tag to 32x50). • But only the last value is available for each tag! • Available to SVP clients only. • Allows to use a single tag and place it on all pages.

14. Retargeting Tags Set Up 1 Advertiser  Tags  Retargeting

15. Retargeting Tags Set Up 1 • Create a new tag (assigning values – optional) • Up to 32 tags • Up to 50 values in each tag If a user does not assign values – the tag will be served to indicate whether or not a user has visited a certain page or performed a certain action.

16. Retargeting Tags Set Up 1 • Create a new tag (assigning values – optional) GreatLaptops .com created a general tag that will be placed on the purchase page and will allow for knowing whether users have completed a purchase or not.

17. Retargeting Tags Set Up 1 • Create a new tag (assigning values – optional) GreatLaptops .com can either create a tag per product, or enter values in a single tag (as illustrated here), which will represent the different products. Good utilization of a single tag, but note that only the last value of each tag is kept.

18. Retargeting Tags Set Up 1 • Create a new tag (assigning values – optional) GreatLaptops .com chose to use tag with values for the different laptop models.

19. Tags implementation 2 Generate the code and send it to the advertiser Note: when general tags are used – users will no longer have to replace the variable with the value 1 – the code already contain the right value.

20. Tags implementation 2 Generate the code and send it to the advertiser // In the code below, you will find a LaptopModel’s parameter. // The LaptopModelID parameter is to be dynamically // set to reflect the retargetingtag "LaptopModel" value relevant to the user. // when served, please replace the token in the tag with the actual value ID // Set the parameter to 0 to reflect the value: [Laptop c] // Set the parameter to 1 to reflect the value: [Laptop B] // Set the parameter to 2 to reflect the value: [Laptop A] // The retargeting Tags should be placed at the top of the <BODY> section of the HTML page. Script part varLaptopModelID ='[LaptopModelID]'; No script part <img width="1" height="1" style="border:0" src="HTTP://bs.serving-sys-dev4.com/BurstingPipe/ActivityServer.bs?CN=TT&amp;TID=509&amp;AdvertiserID=27576&amp;TKV1=[LaptopModelID]&amp;ns=1"/> When multiple values are used – the user will have to replace the parameter with the right value for each page (product).

21. You can check whether implementation is correct by: Turning test mode on through: http://activity.serving-sys.com/activity/testmode.ebasp Do the activity on the advertiser site, then check the pop up window that appears… Tags implementation 2 • 44ptBold

22. Target Audience Set Up 3 Set up Target Audience You can add up to five conditions using AND/Or rules. AND is stronger than OR, meaning that it will be done first. You can think of it as adding parenthesis before and after terms that have AND between them: a AND b OR c AND d = (a AND b) or (c AND d).

23. Match Ads with Audience 4 Assign relevant ads to each target audience

24. Job is complete!

25. Backward compatibility • All data from ACM will be migrated to MM Upgrade: • Dejavu tags  Retargeting tags • Target groups  Target Audiences

26. Which tags to create? • Example: a car manufacturer (Toyota) wants to target according to the different vehicle models (Yaris, Corolla…), and type of vehicle (cars, trucks…) • How would you set up the tags?

27. Remember… • The maximum number of retargeting tags you can create for an advertiser is 32 • The maximum number of values you can assign to a retargeting tag is 50 • Only the latest value is saved per tag • And…you can have up to 5 rules (4 And/Or operations) per target audience.

28. Possible choices: Option 1: One tag with all models and types as values • Tag name: Car model • Values: Yaris, Corolla, Rav4… Advantage: • Good utilization of a single tag But… • How many models are there? More than 50 – then cannot implement this way • Only the last value is kept –if the user saw different car models – we will only know about the last one

29. Possible choices: Option 2: Tag per each model Tag name: Yaris Tag name: Corolla … Advantage: You always know if the user visited a certain page But… What do you do if there are more than 32 products? Depending on the number of models – you may have used all the tags for this advertiser, and cannot add new ones….

30. Possible choices: Option 3: Tag per each group, inside the group, use values for different items: • Tag name: Family Cars Values: Yaris, Corolla… • Tag name: SUVs and Vans Values: Rav4,… Advantage: • Can cover more possibilities than either of the previous options But… • Only the last value of each group is available • What if a single group has more than 50 values?

31. Q&A

32. Hands On

33. End of Part 1 Time for a Break Time for a Break

34. Retargeting Set Up This will be covered in detail in the SVP presentation. Dynamic tags • Available to SVP clients only • Unlimited number of Dynamic Tags per advertiser