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

3

Clients

@srisharma @netmediaplanet

4

Retargeting is efficient & effective

@srisharma @netmediaplanet Source: Chango, Digiday Oct2013

227 brand marketeers were asked to describe Retargeting

5

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

6

More technology choices

Source: Chiefmartec 2014 @srisharma @netmediaplanet

7

More sophistication

@srisharma @netmediaplanet

Paid Search Display

Generic PPC

Negative retargeting

Prospecting

Prospect retargeting

RLSAs

Retargeting

Becoming Aware

Researching

In Market

Consumer funnel

8

More savvy customers

@srisharma @netmediaplanet

9

Audience

10

On-site behaviour based audience lists

@srisharma @netmediaplanet

Category page visitors

Basket abandoners

Purchasers (60 days)

New visitors

11

+400% conversion rate

@srisharma @netmediaplanet

Category page visitors

Basket abandoners

Purchasers (60 days)

New visitors

12

Simplification in Enhanced campaigns

@srisharma @netmediaplanet

13

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

14

Discover converter qualities

@srisharma @netmediaplanet

15

Location based audience lists

@srisharma @netmediaplanet

16 @srisharma @netmediaplanet

+300% conversion rate

vs

17

3rd party data based audience lists

@srisharma @netmediaplanet

18 @srisharma @netmediaplanet

Converter ‘lookalike’

data segments

Site visitors who didn’t

buy

The target

19

Stage of Parenting Customer Lifecycle

Time 2nd - 3rd trimesters Post birth

Val

ue

po

ten

tial

2nd birth

Customer lifecycle based audience lists

20

Creative

21

Static Flash Dynamic (Product)

x3 x2

22

Sequential creative messaging

@srisharma @netmediaplanet

Becoming Aware

Researching

In Market

23

Real time response to weather

@srisharma @netmediaplanet

• Weather API

• Real time response

• Specific banner serving

24

Real time response to weather

@srisharma @netmediaplanet

Rain Snow

25

Technology

26

Lots of providers

27

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

28

Frequency & Recency Frequency & Recency

29

Key considerations

@srisharma @netmediaplanet

• Customer annoyance

• Target ROI

• Stage of consumer funnel

• Device type

• Geographic location

30

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

32

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