HIGH-PERFORMANCE RETARGETING

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1 SOCIAL, MOBILE AND CRM RETARGETING CREATIVE STRATEGIES THAT PERFORM WHITE PAPER HIGH-PERFORMANCE RETARGETING STRATEGIES FOR THE MODERN MARKETER

2 Executive summary In an ideal world, you d deliver a personalised message to each customer at the perfect moment, with products or services that are exactly what they were looking for. Retargeting, which translates your first-party customer data into highly targeted digital ad campaigns, is as close as you ll ever get to that ideal in the real world. In fact, retargeting is so effective that many companies classify retargeting as a cost of goods sold (COGS), instead of a marketing expenditure.1 By delivering personalised, customised advertising to predefined audience segments in just the right way at just the right time, retargeting gives marketers the best possible return on investment. Savvy marketers take it one step further, not only generating revenue but also gaining tremendous actionable insight into the interests and intent of their customers. We investigated the practices of industry leaders, surveyed marketers across Europe, and examined high-performing AdRoll clients to put together this guide, full of strategies that every performance marketer should try. High Performance Retargeting Strategies for the Modern Marketer

3 Marketing Automation Increase LTV with loyalty campaigns You value your loyal customers. Why not reward them with special incentives like free shipping, promo codes, and early sales announcements? Chrome Browser Window.AI Vector Format (Fully-Scalable) Loyalty segments are among the highest-performing campaigns we see at AdRoll: one large consumer electronics brand running a loyalty campaign in early 2014 saw conversion rates up to 85% higher than other, concurrently running campaigns. 2 Loyalty segments are among the highestperforming campaigns we see at AdRoll Loyalty campaigns that target past purchasers with new product launches, cross-sell recommendations, and exclusive insider news are easy ways to increase revenue with your most receptive and high-value prospects. OVERALL RESULTS CTC rate = 29% ROI = 2.6x MyTrendyPhone Norway, one of the largest online shops for mobile accessories, recently opened its first retail location. They launched AdRoll s dynamic creative solution to target customers who previously purchased online to promote the physical store. By serving these visitors with targeted content on Facebook, MyTrendyPhone increased ROI by up to 2.57x with their Norwegian campaigns and by 2.15x with Danish campaigns. 3 AdRoll s dynamic ads on Facebook have been a great success for MyTrendyPhone, more than doubling our ROI and increasing our click through conversion rate up to 29%. Marko Jelic, head of PPC, MyTrendyPhone 4 5

4 CRM Data Onboarding Extend retargeting reach & performance with CRM segments 1 Upload CRM data to AdRoll Power retargeting with CRM data Not every customer or potential customer visits your website regularly or even at all. So how can you keep those customers engaged over time? CRM (customer relationship management) data onboarding lets you match your CRM lists to online audiences using anonymous targetable IDs. Then you can set up retargeting campaigns based on offline purchase behavior, event attendance, customer lifetime value, or any other CRMbased attribute. Adding CRM to your retargeting strategy will help you re-engage an already receptive audience, and keep your retargeting on track throughout the customer lifecycle with campaigns for retention, cross-sell, and up-sell. Retail companies can use CRM retargeting to run friendsand-family promotions. B2B tech companies might use it to promote new products or drive engagement with users who have already signed up for a free trial. And nonprofits like schools or government agencies can use CRM retargeting to support communication with volunteers, donors, or students. 2 AdRoll finds your audience online CRM Retargeting re-engages an already receptive audience 3 Ads are served 6 7

5 Engage users with Facebook and Twitter A recent AdRoll study of marketers across Europe found that social media is currently the hottest topic in retargeting. 5 Whether you re talking about desktop or mobile, Facebook and Twitter have some of the largest and most engaged audiences online. AdRoll clients across Europe averaged a lift of 77% more impressions, 103% more clicks and 42% more conversions when adding Facebook to their web retargeting mix. 5 Engage in a two-way conversation with your high-value customers Retargeting on social is especially exciting because native ad formats like Twitter s Promoted Tweets and Facebook s News Feed ads are just as engaging as regular social posts. Since customers can like, share, retweet, and comment on the content, advertisers can run ad campaigns and contests that encourage organic reach and customer engagement. OVERALL RESULTS CTC rate = 0.13% ROI = 50x Club Magellano, a tour operator specialising in group travel by bus, was looking to increase brand awareness and social engagement. When Club Magellano ran cross-platform retargeting campaigns with AdRoll, they significantly increased conversions and sales. Targeted campaigns on Facebook News Feed contributed to generating a lively buzz around their brand on social channels. AdRoll allows us to manage, edit, and monitor all our campaigns on different networks from one single dashboard, says Riccardo Pavesi, head of web programming and marketing at Club Magellano. AdRoll has helped us raise brand awareness and achieve ROI as high as 50x. Riccardo Pavesi, head of web programming and marketing 8 9

6 Reach users where they are: On mobile devices Advertisers see 73% more conversions with cross-platform, cross-device retargeting. 7 Mobile spending is up, yet 44% of European marketers still aren t retargeting on mobile. 5 Expand reach with cross-device retargeting Despite the fact that mobile spending is on the rise, 44% of European marketers still aren t retargeting on mobile. 5 While you re ramping up mobile marketing, retargeting lets you spend test budgets on the people most likely to convert: visitors to your site. Whatever your business goals on mobile from increasing mobile site traffic to driving app installs you can meet them with retargeting. Simple mobile retargeting operates much like traditional web retargeting, but in the mobile browser: as a user on a single device moves from your mobile site to other sites around the mobile web, you can target them with relevant display ads or app-install ads. If your mobile-optimised site is attracting a lot of traffic, retargeting those customers can be a great way to drive revenue. Retargeting on social apps can help build a bridge between web and mobile for the increasing population of multi-device consumers; after all, 28% of all time spent on mobile comes from social and messaging applications. 6 1 Collect anonymous data of a specific user from your site 3 User visits mobile site to complete purchase 2 Segment users based on their attributes 10 11

7 Personalise ads with dynamic creative The more relevant an ad is to a particular visitor s interests, the more likely they are to notice it, click it, and come to your site. A dynamic ad solution can turn your entire product catalogue into personalised, on-brand ads, without expensive design and technology resources. With very little extra effort, you can see an up to 44% lift in ROI over static retargeting. 8 Highlight the right product to the right user in a dynamic way Dynamic ads take a visually appealing ad template, then pull from your dynamic feed to populate it with images, messaging, and product details specially personalised for the individual viewer. You can even tailor the ad experience further with customisable animation and other interactive effects. While one of the most popular applications of dynamic ads is reminding customers of products they ve already looked at, that s not your only option. Consider everything you can add to the product feed: Previously viewed products Product recommendations based on browsing history Most popular products on the site Manually entered product recommendations Products randomly selected from your catalogue OVERALL RESULTS ROI = 12x Fashion Days, the largest online fashion destination in Central and Eastern Europe, wanted to reach their customer base with ads that were tailored to each shopper s past browsing behavior, displaying past favorites, recommended products, and best-sellers. AdRoll helped them launch a branded dynamic ad campaign across Central and Eastern Europe. The new dynamic ads have helped double our click-through rate, which is now higher than industry average, says Zupancic. ˇ ˇ 9 AdRoll s dynamic ads have been an integral addition to our marketing mix, helping us reach users with meaningful content and increasing our ROI up to 12x, Jaka Zupancic, ˇ ˇ performance marketing specialist 12 13

8 A/B test for success Simple steps for A/B testing retargeting campaigns STEP 1 Start by testing headlines, images, layouts, copy, and CTA buttons to drive higher performance.? Optimise the user experience with A/B testing In A/B testing, you pit two different versions of the same piece of creative (whether it's a website page, an , or a lead gen form) against each other to measure the effectiveness of each approach. Parallel testing allows you to isolate the change you want to measure, and generate actionable results. A/B testing lets you test everything from subject lines, to landing page designs, to product positioning. STEP 2 Monitor which campaign has the highest performance. 7% 3% Measure lift and refine strategy with A/B testing When developing creative for your retargeting campaigns, try using a subset of ads with different calls to action, colour scheme or copy. See which variable produces a higher CTR and optimise your campaigns accordingly. You ll gain perspective on actual customer behavior that may change the way you approach your campaigns. Instead of going after cheap clicks, you ll focus on generating incremental conversions, which is much more effective at moving the needle for the business. STEP 3 Implement changes based on performance

9 Conclusion Retargeting can be a powerful and versatile advertising tactic, so do more than monitor your campaigns. Contact AdRoll to see how the strategies in this guide can help you get more from retargeting. Happy retargeting! About AdRoll AdRoll is the global leader in retargeting, with over 20,000 active advertisers worldwide. The company's innovative and easy-to-use marketing platform enables brands of all sizes to create personalised ad campaigns based on their own website and mobile data, ensuring maximum return on online advertising spend. The company has offices in San Francisco, New York City, Dublin, Sydney, London, and Tokyo. The company is backed by leading investors such as Foundation Capital, Institutional Venture Partners, Northgate Capital, Glenmede, Accel Partners, Merus Capital, and Peter Thiel. Learn more at Visit us at adroll.co.uk SOURCES 1 LUMA, State of the State in Digital Media AdRoll customer campaign review, April 7 May 7, AdRoll, MyTrendyPhone Norway case study 4 AdRoll, Club Magellano case study 5 AdRoll, State of the Industry: Europe, Flurry, Apps Solidify Leadership Six Years into the Mobile Revolution 7 AdRoll Study of European advertiser campaigns from Q and Q AdRoll study of advertisers running Dynamic Creative, December AdRoll, Fashion Days case study