SES 2014 Smart Remarketing presentation from Net Media Planet

Smart Retargeting

Sri Sharma, Managing Director & Founder

@srisharma @netmediaplanet

Leading Search and Display specialist driving a step change in performance

Best Use of Mobile Grand Prix Award Innovation in PPC Best Use of Search

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Clients

@srisharma @netmediaplanet

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Retargeting is efficient & effective

@srisharma @netmediaplanet Source: Chango, Digiday Oct2013

227 brand marketeers were asked to describe Retargeting

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Retargeting is set for growth in 2014

@srisharma @netmediaplanet Source: Chango, Digiday Oct2013

227 brand marketeers were asked if their Retargeting budgets would increase in 2014

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More technology choices

Source: Chiefmartec 2014 @srisharma @netmediaplanet

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More sophistication

@srisharma @netmediaplanet

Paid Search Display

Generic PPC

Negative retargeting

Prospecting

Prospect retargeting

RLSAs

Retargeting

Becoming Aware

Researching

In Market

Consumer funnel

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More savvy customers

@srisharma @netmediaplanet

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Audience

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On-site behaviour based audience lists

@srisharma @netmediaplanet

Category page visitors

Basket abandoners

Purchasers (60 days)

New visitors

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+400% conversion rate

@srisharma @netmediaplanet

Category page visitors

Basket abandoners

Purchasers (60 days)

New visitors

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Simplification in Enhanced campaigns

@srisharma @netmediaplanet

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Improve audience definition & targeting

@srisharma @netmediaplanet

Discover converter blueprint

• Demographics

• Psychographics

• Income

• Education

• Location

• Time

• On-site behaviour

• Device and browser

• Consumer lifecycle

Improve audience targeting

• PPC • Demographic targeting

• Geo-targeting

• Day-parting

• Device bid multipliers

• Display • Placement refinement

• 3rd party data targeting

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Discover converter qualities

@srisharma @netmediaplanet

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Location based audience lists

@srisharma @netmediaplanet

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+300% conversion rate

vs

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3rd party data based audience lists

@srisharma @netmediaplanet

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Converter ‘lookalike’

data segments

Site visitors who didn’t

buy

The target

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Stage of Parenting Customer Lifecycle

Time 2nd - 3rd trimesters Post birth

Val

ue

po

ten

tial

2nd birth

Customer lifecycle based audience lists

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Creative

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Static Flash Dynamic (Product)

x3 x2

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Sequential creative messaging

@srisharma @netmediaplanet

Becoming Aware

Researching

In Market

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Real time response to weather

@srisharma @netmediaplanet

• Weather API

• Real time response

• Specific banner serving

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Real time response to weather

@srisharma @netmediaplanet

Rain Snow

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Technology

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Lots of providers

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Considerations

@srisharma @netmediaplanet

• Frequency capping control

• Dynamic product ads functionality

• Access to major ad exchanges

• Pretargeting & Retargeting

• Data transparency

• Data privacy

• Integration with Google merchant centre

• Adwords/Analytics Integration

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Frequency & Recency Frequency & Recency

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Key considerations

@srisharma @netmediaplanet

• Customer annoyance

• Target ROI

• Stage of consumer funnel

• Device type

• Geographic location

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The right frequency

@srisharma @netmediaplanet

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

0 2 4 6 8 10 12 14

CTR

CR

CTR Conversion rate

Frequency

Chart showing CTR and Conversion rate by frequency

Source: Net Media Planet client data

31 @srisharma @netmediaplanet

Negative remarketing but recognising ‘old’ converters

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Key takeaways

@srisharma @netmediaplanet

• Be smart in how you define & target your audience

• Be creative with creatives

• Consider the merits of technology providers against your specific needs

• Become effective and efficient using frequency & recency

Leading Search and Display specialist driving a step change in performance

Best Use of Mobile Grand Prix Award Innovation in PPC Best Use of Search