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Gerasimos Nikolopoulos , CEO adaplo (@gerasini, @adaplo)

7 Practical learnings from Retargeting campaigns on 400 ecommerce stores. Gerasimos Nikolopoulos , CEO adaplo (@gerasini, @adaplo). Automated ads that drive sales. Your Company logo.

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Gerasimos Nikolopoulos , CEO adaplo (@gerasini, @adaplo)

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  1. 7 Practical learnings from Retargeting campaigns on 400 ecommerce stores Gerasimos Nikolopoulos, CEO adaplo (@gerasini, @adaplo) Automated ads that drive sales Your Company logo

  2. Launch sophisticated campaigns on Google AdWords and Facebook ads based on real-time data from your Magento store GR

  3. Retargeting is the best performing campaign type “92% of marketers report retargeting performs equal to or better than search” (AdRoll State of Industry, 2014) GR

  4. Let’s make retargeting even better! GR

  5. Let’s score some quick wins GR

  6. So that we can expand Quick wins ->Performance improves -> More available budget -> More sales -> Deeper optimisations -> More sales GR

  7. Retarget on both Google and Facebook GR

  8. Many stores retarget on just one platform GR

  9. Retarget on both. Do cross-platform optimisation. GR

  10. 2. Category retargeting to enhance Dynamic retargeting GR

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

  12. 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

  13. Use both category/product ads to get the max effect GR

  14. 3. Advertise on the whole funnel GR

  15. For starters, track your funnel GR

  16. Most companies (and ad-tech vendors) focus on “cart-abandoners” GR

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

  18. 4. Intelligently select your cookie duration GR

  19. 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

  20. 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

  21. 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

  22. Use data about your average time-to-buy to set the duration GR

  23. 5. Segment your campaigns using various dimensions GR

  24. We could advertise with no segmentation All visitors Bid 0.10 GR

  25. Having the same bid for all different audiences Non-visitor Returning visitor Customer Bid 0.10 Bid 0.10 Bid 0.10 GR

  26. Different audiences, however, respond differently Non-visitor (CR 0.7%) Returning visitor (CR 1.2%) Customer (CR 2.8%) Bid 0.10 Bid 0.10 Bid 0.10 GR

  27. By segmenting and customising we can get better performance Non-visitor (CR 0.7%) Returning visitor (CR 1.2%) Customer (CR 2.8%) Bid 0.07 Bid 0.14 Bid 0.21 GR

  28. Segmenting helps on both bidding and creatives GR

  29. 3 audiences, however, is not enough these days Typical retargeting campaigns (<10 targetings) Advanced retargeting campaigns (>200 targetings) • All visitors • Cart abandoners • Converters • “Smart lists” • Campaign break-down by the combination of all the dimensions below: • Intent (all, view, cart, purchase) • Duration (1, 3, 7, 14, 30, 30+) • Gender (male, female, unknown) • Age (18-24, 25-34, etc) • Device (desktop, mobile, tablet) GR

  30. 6. Make your creatives stand-out GR

  31. Most stores use the default templates GR

  32. But you can be different GR

  33. Benefits of creative customisation 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

  34. “It’s all about the money” 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

  35. Better creatives -> Lower CPC -> Increased ROAS GR

  36. 7. Expand your retargeting audience GR

  37. But retargeting is finite, based on your audience GR

  38. But retargeting is finite, based on your audience • Because you are hurting the brandby: • Retargeting for 540 days • Pushing ads with no limit (impression cap) No GR

  39. “Retarget” to your most valuable audience GR

  40. You can target your past customers on Google Ads/Facebook GR

  41. And it works! GR

  42. Segmentation works also here GR

  43. Summary 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

  44. Source Why not start today? GR

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