Retargeting Campaign Setup & Recommendations

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1 Retargeting ampaign Setup & Recommendations TRGET YOUR UDIENE IN REL-TIME NO MTTER WHERE THEY GO 98% of site visitors leave without making a purchase. Let s start turning more of those visitors into customers. With SteelHouse Retargeting you can track your site visitors after they leave your site and serve them beautiful, compelling retargeting ads based on product, category, behavior, and more SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 01

2 Table of ontents Identify Your udience 03 Narrow Your Target Group with udience Sliders 04 Retargeting ampaign Setup & Recommendations Retargeting ampaign Setup hoose Your reative or uild an d Weighting & Escalating Targeting Scheduling Launch 20 Retargeting Examples 21 ampaign Recommendations 22 ontact 26 ppendix SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 02

3 Identify Your udience The SteelHouse User Interface (UI) has been designed for you to view customer data and create target audiences, launch campaigns, and view your campaign performance. D LOGIN Our UI can be accessed through the Login button in the top right corner of our homepage or you can go straight to your primary contact or for assistance with any login issues. IDENTIFY YOUR UDIENE SEGMENT The first step to creating a Retargeting campaign is to identify who you will target using the udience Tab. Let s get started by creating a new audience segment: RETE NEW UDIENE SEGMENT Narrow your target audience using the Time, ctivity, and Location options. See the next page for a full list of options with descriptions. D WTH THE RESULTS The Results Panel shows you real-time visitor data from your website. Watch the results change on the right in real-time as you adjust your settings. E NME YOUR SEGMENT & LIK SVE E Give your segment a descriptive name. We recommend <udience> <Description> <Date>. For example, art bandoners (1+ Item cart) and click Save SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 03

4 Narrow Your Target Group with udience Sliders 01 NRROW YOUR TRGET GROUP Use the scroll on the right to view the full list of options in the Time and ctivity sections. WHEN DID THEY LST VISIT? Time (in days) since last visiting your site. D HOW OFTEN DID THEY VISIT? E The number of times a unique user came to your site. This will be applied within the time frame of their last visit. VERGE VISIT TIME? The average amount of time (in minutes) a user has spent on your site during their last visit. D WHEN DID THEY LST ONVERT? Days since a user last converted. E HOW OFTEN DID THEY ONVERT? The number of times a user has converted SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 04

5 Narrow Your Target Group with udience Sliders (cont d) G WHERE RE THEY NDONING? F To use this feature, contact your account manager. This feature allows you to specify an audience based on the page from where visitors abandoned your site. G H WHT DID THEY SHOP FOR? H I J K Refine your search to only users who viewed certain products, categories, names, and/or URLs. Simply enter them separated by: SPES or OMMS (_,_) - This is like saying OR SEMIOLONS (_;_) - This is like saying ND QUOTTION MRKS ( _ ) around search terms - To look for exact matches. I VERGE VIEWED VLUE? The average viewed product price for all unique visitors. L J HOW MNY PGE VIEWS? M The average number of page views per unique visitor. K WHT IS THE RT QUNTITY? F WHERE RE THEY OMING FROM? The average number of items in a unique user s shopping cart. The referring domain from which visitors came before they landed on your site. NYWHERE - anyone who came to your site. NON-PID - the organic traffic that comes from search engines. PID - anything classified with a ost Per lick (P), this is paid search. SOIL - traffic derived from a social platform such as Facebook or Twitter. L WHT IS THEIR RT VLUE? The average value of a unique user s shopping cart. M VERGE PURHSE MOUNT? unique user's average purchase value SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 05

6 Narrow Your Target Group with udience Sliders (cont d) N WHERE RE THEY LOTED? N Refine your search to only users who viewed certain products, categories, names, and/or URLs. Simply enter them separated by: SPES or OMMS (_,_) - This is like saying OR SEMIOLONS (_;_) - This is like saying ND QUOTTION MRKS ( _ ) around search terms - To look for exact matches. 02 HOW DO THESE SLIDERS WORK? You can either enter a value in the number fields or move the sliders with your mouse. DEFULT y default, this option is set to find anyone who visited your site in the last 30 days. MOVE THE RIGHT SLIDER You can move the right slider to decrease the days. SET RNGE WITH OTH SLIDERS Move both sliders to find people who visited your site in the last days for example. D D MOVE THE LEFT SLIDER djust only the left slider to find visitors between 15 and 30 days for example SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 06

7 Retargeting ampaign Setup In the Retargeting Tab, click reate to build a new campaign. There are 6 steps that need to be completed in order to create a Retargeting campaign. IT S ESY TO TRK YOUR PROGRESS - Once you click Save in this step you ll notice your progress is being tracked in the upper right corner. s each step is completed it will turn green: 01 WHT IS YOUR RETRGETING MPIGN NME? NME YOUR MPIGN Enter a name for your campaign. We recommend <ampaign Name> <Product> <Date>. For example, General RT DESRIE YOUR MPIGN Provide more information about your campaign. For example, 10% discount. PRIORITIZE YOUR MPIGN Prioritize your campaign in the event another live campaign is serving to the same audience. If this happens, higher priority campaigns will serve over lower priority campaigns. To learn more about prioritization, click here or go to page 27. D DO YOU WNT TO SLINGSHOT YOUR MPIGN? Enable Slingshot if you plan to pair your Retargeting campaign with a matching Real Time Onsite Offer for even better results. You can later set up a Onsite Offer campaign from the Real Time tab. To learn more about Slingshot, click here or go to page 27. D E ONTROL GROUP SETTINGS & LIK SVE E Set your ontrol Group percentage to test the incremental lift from your campaign. We recommend at least a 10% control group. This group will be served a PS. Then, click Save and move on to step 2. To learn more about ontrol Groups or PSs, click here or go to page SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 07

8 hoose Your reative or uild an d 02 WHT TYPE OF RETIVE RE YOU USING? OPTION 1 UPLOD NEW RETIVE You can upload new creative, create your own ad using a template, use ads you ve already uploaded, or choose custom creative we ve made for you. NME YOUR D GROUP Enter a name for your d Group. To learn more about d Groups click here or go to page We recommend using the <d Group > <Number> to keep track of multiple d Groups within one campaign. For example, d Group #1 ENTER YOUR LNDING URL click through destination URL must be provided for each creative or d Group. If your offer is on the banner, it s a best practice to carry this offer onto your landing page for consistency. UPLOD YOUR RETIVE & LIK SVE The ad sizes we accept are: 300 x 250, 160 x 600, and 728 x 90 The file formats we accept are: JPEG GIF animated GIF SWF Flash Please Note - No looping files. nimated sequences need to be less than or equal to 30 seconds in length. You can upload multiple files by holding down the TRL key when selecting your creative or you can drag and drop your files in the appropriate areas based on their size. Once your creative has been uploaded, click Save and create another d Group or move on to step SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 08

9 hoose Your reative or uild an d (cont d) OPTION 2 USE TEMPLTES NME YOUR D GROUP Enter a name for your d Group. We recommend using the <ampaign Name> <Product> <Date> to keep track of multiple d Groups within one campaign. For example, General RT ENTER YOUR LNDING URL D click through destination URL must be provided for each creative or d Group. If your offer is on the banner, it s best practice to carry this offer onto your landing page for consistency. HOOSE YOUR TEMPLTE Templates are available based on the size, layout, and type of product carousel. Once you ve found the template you d like to use, click dd. D PIK KGROUND OLOR E We recommend choosing a color that matches your logo and corresponds with your style guide. You are able to select a hex code or enter a color you would like to use. You can preview your ads below. E SELET LOGO OR UPLOD NEW ONE & LIK SVE fter you ve uploaded your logo(s), select the logo you want to use then click dd. Once you ve created your ad, click Save and create another d Group or move to step SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 09

10 hoose Your reative or uild an d (cont d) OPTION 3 USE EXISTING RETIVE NME YOUR D GROUP Enter a name for your d Group. We recommend using the <ampaign Name> <Product> <Date> to keep track of multiple d Groups within one campaign. For example, General RT D ENTER YOUR LNDING URL click through destination URL must be provided for each creative or d Group. If your offer is on the banner, it s best practice to carry this offer onto your landing page for consistency. FIND YOUR EXISTING RETIVE Scroll through the creative you ve already uploaded to find the ads you want to use. They have been sorted by size. D SELET YOUR RETIVE & LIK SVE Once you find your creative, click dd and the creative will appear in the appropriate area based on its size. Once you ve identified the creative you d like to use, click Save and create another d Group or move to step SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 10

11 hoose Your reative or uild an d (cont d) OPTION 4 USE USTOM RETIVE This option is available for Full Service ccounts only. If you are interested in having us design your creative please contact your ccount Manager or Sales Representative for more information SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 11

12 Weighting & Escalating 03 HOW RE YOU DISPLYING YOUR DS? Our UI allows you to specify your d Groups relative importance through weighting and then determine how long or how often to show each individual d Group, which we call escalation. 03 If you have not created multiple d Groups, skip to step 4 or click here SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 12

13 Weighting & Escalating (cont d) 03 HOW RE YOU DISPLYING YOUR DS? Our UI allows you to specify your d Groups relative importance through weighting and then determine how long or how often to show each individual d Group, which we call 03 escalation. OPTION 1 WEIGHT YOUR DS Weighting allows you to display some d Groups more than others. You can choose to weight your d Groups by either Uniques (number of people who see the ad) or Impressions (total number of times the ad is served). d Groups cannot be weighted by both. To weight your d Groups, select Weighted in step 3 of the campaign manager. You ll see the weighting pie chart on the right. In the pie chart, you ll see every d Group you ve created (equally weighted by default). To edit the weighting of your various d Groups, hover over any pie slice in the chart to see the weighted value (both the ratio and its equivalent percentage of the total weight). HNGE THE WEIGHTING OF YOUR DS Simply click inside any pie slice to reveal a configuration panel where you can change the ratio. ENLE OR DISLE D GROUPS You can also change the active state of an d Group (from On to Off ) to enable or disable d Groups. LIK DONE & SVE lick Done to accept the edit, then click Save SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 13

14 Weighting & Escalating (cont d) There are two ways you can weight your d Groups. Lets take a closer look at both. WEIGHTING Y IMPRESSIONS WEIGHTING Y UNIQUES When weighting by uniques, each segmented user is assigned to a specific d Group or the control group. The proportion of users in each group is defined in the UI by the weighting given to the control group and individual d Groups. Simply put: Weighting by uniques defines how many people will see specific d Groups. When weighting by impressions, each segmented user can see all ads from all d Groups depending on how often they are served an impression. Simply put: Weighting by impressions defines how often each d Group will show to everyone. The first pie represents the percentage of users broken out into your specified control group. The second pie represents the proportion of users who will be served the d Groups SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 14

15 Weighting & Escalating (cont d) OPTION 2 ESLTE YOUR DS Escalation allows you determine how long or how often to show each d Group. To display ads in a given sequence by either impression or duration, select Escalating in step 3 of the campaign manager. You ll see the escalation table on the right of the screen. To edit the escalation path of your various d Groups, use the escalation priority table. REORDER YOUR D GROUPS Reorder the d Groups by editing the priority value in front of the d Group name. IMPRESSIONS VS. DYS hoose an Increment (Impressions Imps or Days). ENTER LIMITS Enter a limit for Impressions (# of times the ad shows) or Days (the duration of time the ad shows), then click Save SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 15

16 Weighting & Escalating (cont d) There are two potential use cases for the Escalation. Lets take a closer look at both. ESLTE Y OFFERS You can use the escalation feature to display a more aggressive offer to users who have not yet clicked after a certain number of days or impressions. The escalation feature is effective with an engaged shopper or cart abandonment segment. Example: Launch an initial campaign to either of these segments offering 10% off of a purchase. For those users who still haven t clicked within 7 days, you can then choose to escalate your offer to 20% off a purchase for an unlimited number of impressions SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 16

17 Weighting & Escalating (cont d) ESLTE Y RETIVE No one likes seeing the same ad over and over. You can use escalation to display a different set of ads after a certain number of days or impressions. Example: If a user has not converted after seeing the ad one time, you can use the escalation feature to begin serving a second set of ads for a maximum of 2 impressions and then a third set of ads for another 2 impressions SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 17

18 Targeting 04 RE YOU TRGETING THIS MPIGN? TRGET YOUR MPIGN 04 Decide whether or not you want to target your campaign. If you choose No, your campaign will display to all users who have visited your site at least once in the past 30 days. If you want to target your campaign, choose Yes, and scroll through the carousel of saved audience lists. The carousel is populated with only the lists you uploaded in the audience tab by selecting Upload List. Use the arrows to highlight the audience you would like to target. If you select No udience hosen, you will target everyone who has visited in the last 30 days but still be able to refine your audience target using the geographic boundary picker in. REFINE THE MPIGN WITH MORE GEOGRPHI OUNDRIES & LIK SVE You may choose to refine your segment further by location. Once you are done identifying your target, click Save and move to step SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 18

19 Scheduling 05 WHEN DO YOU WNT TO LUNH THIS MPIGN? Decide when you want to run your campaign and for how long. For example, you can launch immediately, schedule your flight dates, or run the campaign indefinitely. SELET STRT DTE SELET N END DTE & LIK SVE Note: If you choose Open Ended, you will not have to select an end date. Your campaign will run for the optimal amount of time based on your budget SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 19

20 Launch 06 REDY TO LUNH YOUR MPIGN? You re almost there. nything not completed will be in red on both the Pre-flight hecklist and the numbered status bar at the top. REDY TO LUNH? Select Yes on the left if you re ready to launch your campaign, then select the launch button in the lower right. If you re not ready to launch your campaign, use the Save button to save your current settings and you can launch your campaign at a later time. LUNH Once you re ready to launch your campaign, click the Launch button SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 20

21 Retargeting Examples 160 x x 250 Templates Shown: These ads were built using the Template option in step 3. lick here for more information or go to page x SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 21

22 ampaign Recommendations : Free Shipping MPIGN O N P UR H S ES OVER $ FREE SHIPPING Target visitors who fill their shopping cart only to abandon during the checkout process on your shipping page. Example: You could offer Free Shipping to any visitor who added $150 or more to their cart and then abandoned. MESSGE Free Shipping & Easy returns on all US orders. Links back to their shopping cart on your site. SEGMENT ny visitor with $150 or more in their cart who has abandoned on the shipping page. Optional: Incorporate an Onsite Offer to reinforce your display ad messaging once visitors land back on your site. TOP 500 Internet Retailer saw a 474% increase in conversion rates when they combined both on and off-site offers SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 22

23 ampaign Recommendations : Premium Shopper MPIGN PREMIUM SHOPPER Target Premium Shoppers who only want the best. They prefer premium brands and the latest trends and don t mind paying more to get the best. Example: You could preview your new fall arrivals to any visitor who has spent at least $250 in the past month. OFFER ome back and see our fall collection. Links back to your new fall arrivals product page. SEGMENT ny visitor who s spent at least $250 in the past month. Optional: Incorporate an Onsite Offer to reinforce your display ad messaging once visitors land back on your site SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 23

24 ampaign Recommendations : Signup MPIGN SIGNUP ttract new readers for your newsletter. Example: You could target users who visit your Events alendar and may be interested in knowing more about your company OFFER Stay in touch Join our list to get the Events alendar in your inbox once a month. Links back to your newsletter s landing page. SEGMENT ny visitor to your event calendar. Optional: Incorporate an Onsite Offer to reinforce your display ad messaging once visitors land back on your site SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 24

25 ampaign Recommendations : Determined Shopper MPIGN DETERMINED SHOPPER Target determined shoppers who prefer to research before they buy. They view the exact item they want, multiple times, and then look for a drop in price or a special offer. Determined shoppers want to feel absolutely certain they are making the right choice before buying. Example: You could offer Free Return Shipping for the product the visitor is currently viewing. OFFER No pressure shopping - If you don t absolutely love your item, return it for free- we ll pay for shipping. SEGMENT Visitors who have viewed an item more than 4 times in one month, who also spent time reading product reviews on your site. Item the user clicks on in the ad is automatically added to their cart and links to the checkout page. Optional: Incorporate an Onsite Offer to reinforce your display ad messaging once visitors land back on your site SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 25

26 ontact Questions? ontact us: Or call: SteelHouse 3644 Eastham Drive ulver ity, Visit: SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 26

27 ppendix Terms & Definitions D GROUPS d Groups typically consist of a single type of offer (e.g. 25% off today only ). d Groups are used for both display (Retargeting) and onsite offers. n advantage of the SteelHouse ampaign management system is it allows you to include multiple d Groups (offers) within the same campaign, much like you would with traditional marketing. For example, you may elect to run a Single summer clearance campaign but with multiple offers throughout the summer months. lick here to return to page 8. MPIGN PRIORITY You can set the priority for showing the offers in one campaign over another in the event that another live campaign may also be serving offers to the same user. ampaign priority is set in step 1. For more information click here or go to page 7. SLINGSHOT What is Slingshot? Slingshot pairs campaigns for consistent messaging on or off your site. With Slingshot, shoppers will never have to search for the same message or incentive seen offsite. dding Slingshot to your display campaigns means whether a shopper clicks your ad or goes directly to your website, they will see the same message or promotion they saw offsite when they reach your site. lick here to return to page 7. ONTROL GROUPS control group is a portion of unique targeted users who do not see the actual ads so it s possible to measure and compare the performance lift provided by that campaign. ontrol groups can be set on every type of campaign except randing and Look-alike. ontrol groups cannot be set for individual d Groups. How do control groups work for retargeting? Retargeting control groups can be set to any percentage in step 1 of the Retargeting Tab. Users in this group see a PS instead of an ad. For more information on where to set control groups click here or go to page 7. PS Public Service nnouncement (PS) is the type of ad we serve to retargeting control groups. Users in this group see a PS instead of your ad so that it s possible to measure and compare the performance lift provided by that campaign. PSs are paid for on a PM basis. lick here to return to page 7. RETRGETING D ONSITE OFFER SteelHouse For questions or assistance, please contact Retargeting ampaign Setup & Recommendations 27

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