Behavioural Retargeting and Performance Marketing - Hero Grigoraki

Behavioural Retargeting and Performance Marketing

Hero Grigoraki – Client Services Director, Webgains Ltd

Behavioural Retargeting & Performance Marketing2

What I shall go through

•Why now?

•Behavioural Retargeting – Good or bad?

•Merchant responsibilities

•Role of the affiliate network

•Best practice guidelines

•Questions for your network & BR provider to answer


Why now?

•Merchants trying to maximise conversions from the received traffic

•Semantic targeting technologies and behavioural data are all the rage

•European entrants creating noise


Behavioural Retargeting – Good or bad?

How it can help you:›Improves CTR and CR, increases ROI and lowers acquisition and retention costs

›Branding boost on premium publishers

›Relevance for consumers

›Affects consumer decision making


Behavioural Retargeting – Good or bad?

Keep in mind:›Consumers can feel they are followed around. Potential brand damage

›There is a reason why they left the site – address it

›Fear of privacy & data collection

›Transparency for ad placements

›Paying for existing customers

›PI cookies


Merchant responsibilities

›Think about your existing affiliates!

›Work based on your needs

›Agree on terms that reflect the value of traffic:

›Commission rate

›Cookie length (PI)

›Frequency caps

›Content relevancy placements

›Transparency in placements & media buying methods

›Bidding wars against merchants for CPC traffic


Role of the affiliate network

›Advantage in the transparency, control and moderation

›In line with all your other affiliates

›Dedupe against all affiliate activity

›Protect your existing affiliates

›Value-attribution models


Best practice guidelines›Selected affiliates under controlled environment – not given to all by default

›Placements need to be visible (above the fold) and potentially with a min display time – no cookie spraying

›Transparency on how media is bought and where ads are placed

›PI cookies will NEVER overwrite click cookies – normal affiliates are protected

›Shorter duration window for PI cookies

›Ability to alter commission levels to reflect value of traffic

›Program transparency on BR used through the affiliate channel – ethical merchant charter

›Provide reporting on which sales have been provided by PI and post-click cookies – campaign analysis


Ask your BR provider

›Are ads retargeted or behaviourally retargeted?

›How do you display above your competitors?

›CPA or CPC? PI or post-click?

›Where should you expect your ads to appear?

›Is semantic targeting an option?

›What offers/CTAs work best in your vertical?

›Cap in retargeting existing customers

›Campaign optimisation


Ask your network

›Tactical or strategic campaign?

›Variable cookie lengths

›Option to turn PI on for select partners

›Insist on post click to be protected at all times – no cookie wrapping, no cookie overwriting

›What commission rate?

›Transparency to existing affiliates

›Split reporting to evaluate campaign success

›Monitoring, controlling, enforcing agreements – transparency on placements

Thank you!

Hero GrigorakiClient Services Director

+44 (0)207 269 [email protected]

@WebgainsUK

Over to you!

Education

Behavioural Retargeting and Performance Marketing - Hero Grigoraki