7 Practical learnings from Retargeting campaigns on 400 ecommerce stores
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This document provides 7 tips for improving retargeting campaigns: 1) Retarget on multiple platforms, 2) Use category retargeting to enhance dynamic retargeting, 3) Target customers along the entire sales funnel, 4) Intelligently set cookie durations, 5) Leverage advanced audience segmentation, 6) Customize creatives for greater impact, and 7) Expand retargeting audiences beyond past customers. The document emphasizes taking action, noting that knowing best practices is not enough and encouraging starting improvements immediately.
7 Practical learnings from Retargeting campaigns on 400 ecommerce stores
- 4. Retargeting is the best performing campaign type “92% of marketers report retargeting performs equal to or better than search” (AdRoll State of Industry, 2014)
- 6. Let’s make retargeting even better!
- 7. Let’s make retargeting even better!
- 8. Quick wins -> Performance improves -> More available budget -> More sales -> Deeper optimisations -> More sales So that we can expand
- 9. Retarget on both Google and Facebook 1
- 10. Many stores retarget on just one platform
- 11. Retarget on both. Do cross-platform optimization
- 12. Category retargeting to enhance Dynamic retargeting 2
- 13. It targets a relevant audience with extremely relevant products (that they have seen). Dynamic retargeting is great
- 14. It could make sense to give them more options by advertising the category and sending them to category pages. Many times, however, people are still searching
- 16. Use both category/product ads to get the max effect
- 17. Advertise on the whole funnel 3
- 18. For starters, track your funnel
- 19. Most companies (and ad-tech vendors) focus on “cart-abandoners”
- 20. Most companies (and ad-tech vendors) focus on “cart-abandoners” Show ads to prospects higher in the funnel Cross-sell products to converters
- 21. Intelligently select your cookie duration 4
- 22. “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) Max limit for retargeting audience is big
- 23. 540 days after the last visit! 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)
- 24. 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. Just because we can, does not mean that we should
- 25. Use data about your average time-to-buy to set the duration
- 26. Segment your campaigns using various dimensions 5
- 27. All visitors Bid 0.10 We could advertise with no segmentation
- 28. Non-visitor Returning visitor Customer Bid 0.10 Bid 0.10 Bid 0.10 Having the same bid for all different audiences
- 29. Different audiences, however, respond differently Non-visitor Returning visitor Customer Bid 0.10 Bid 0.10 Bid 0.10 CR: 0.7% CR: 1.2% CR: 2.8%
- 30. By segmenting and customizing we can get better performance Non-visitor Returning visitor Customer Bid 0.07 Bid 0.14 Bid 0.21 CR: 0.7% CR: 1.2% CR: 2.8%
- 31. Segmenting helps on both bidding and creatives
- 32. Typical retargeting campaigns (<10 targetings) Advanced retargeting campaigns (>200 targetings) 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) ● All visitors ● Cart abandoners ● Converters ● “Smart lists” 3 audiences, however, is not enough these days
- 33. Make your creatives stand-out 6
- 34. Most stores use the default templates
- 35. But you can be different
- 36. 1. Stand-out from the crowd (in the attention world) 2. “Branding” to better associate ad with your brand 3. “Branding” to promote a highe-quality brand image 4. Because it makes money €€€€€€€ Benefits of creative customisation
- 37. “It’s all about the money” 1. Stand-out from the crowd (in the attention world) 2. “Branding” to better associate ad with your brand 3. “Branding” to promote a highe-quality brand image 4. Because it makes money €€€€€€€
- 38. Better creatives -> Lower CPC -> Increased ROAS
- 39. Expand your retargeting audience 6
- 40. But retargeting is finite, based on your audience
- 41. Because you are hurting the brand by: ● Retargeting for 540 days ● Pushing ads with no limit (impression cap) But retargeting is finite, based on your audience
- 42. “Retarget” to your most valuable audience
- 43. You can target your past customers on Google Ads/Facebook
- 44. And it works!
- 45. Segmentation works also here
- 46. 1. Retarget on both Google and Facebook 2. Category retargeting to enhance Dynamic retargeting 3. Advertise on the whole funnel 4. Intelligently select your cookie duration 5. Segment your campaigns using various dimensions 6. Make your creatives stand-out 7. Expand your retargeting audience Summary
- 47. "You see, in life, lots of people know what to do, but few people actually do what they know. Knowing is not enough!You must take action." (Tony Robbins)
- 48. Why not start today? @adaplo