Retargeting Practices and Recommendations across Search, Social and DisplayAugust 2014

Brad FloraSr. Dir. Product Management, Marin SoftwareCo-founder and former CEO, Perfect Audience

Brian SimProduct Marketing Manager, Marin Software

Agenda

Retargeting practices survey results

Cross-channel retargeting performance benchmarks

Best practices for retargeting on multiple channels

The case for retargeting

The path to purchase is complex and takes time and multiple steps

Who’s retargeting? Everybody’s retargeting!

Why retarget? Because retargeting is an awesome conversion driver

With Google RLSA, Marin Software clients have seen CTRs with up to 3x higher and CPCs up to 50% lower vs. non-RLSA search campaigns

400% increase in CTR on Dynamic News Feed ads

300% increase in CTR on Dynamic Sidebar ads

7x ROI on Click Through Conversion Revenue

Increased incremental revenue 134% with Facebook Retargeting over 6 months

Lowered CPA by 24% for retargeting on GDN

Retail B2B

Search

Over 75% of marketers are already retargeting on the search channel

What channels are marketers running retargeting campaigns on?

Search retargeting is as prevalent as site retargeting

What types of retargeting do marketers do?

Search retargeting combines intent and behavioral cues to retarget

Prospecting?

Ads on Search Channel?

Intent Data?

Retargeting performance across search, social and display

RLSA campaigns performed significantly better vs. non-RLSA

RLSA campaigns had 2-3x higher CTR compared to non-RLSA campaigns

CPCs for RLSA campaigns were lower compared to non-RLSA campaigns

Retargeting on both social and display improves performance

Prior research has shown a multiplier effect when marketing across channels (non-retargeting ads)

A similar effect shows when retargeting

Why does retargeting on social and display improve results? For customers

Increase trust

See value in the product

Purchase criteria is positively reinforced

For marketers

Better understanding of cross-channel performance

Better budgeting, targeting and campaign optimization

7 best practices for cross-channel retargeting success

Marketers identified 4 major challenges with retargeting

Getting volume for retargeting lists

Performance not meeting expectations

Attribution difficulties

Lack of transparency

1. Start broad, then segment on action and characteristic

Test additional segmentation within each bucket:• Demographics (3rd party data)• Intent (search data)• Proprietary 1st party data

(CRM)

Product Page Visitors

Cart Abandoners

All site visitors

Purchasers

Hig

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2. Use search intent to create smarter audience lists

Right ad?

“honda accordfinancing”

3. Segment messaging to move customers along the buying journey

Broad message and creative recaptures

attention

Transaction-related ad content

TargetedCall-to-Action

4. Use lift tests to attribute retargeting performance

The problem:American Apparel wanted to prove that retargeting ROI was positive and not “stealing conversions” from other ads

The process:American Apparel set up lift tests by setting up Facebook retargeting and contrasting it to a control group

The results:Saw a 400% increase in ROI on Facebook retargeting without a conversion dip in other ad sources proving revenue growth was attributable to new customers

5. Ensure all your data is readily available to you

See allyour data

How are they bidding?

6. Maintain brand image by fine-tuning campaign controls

Frequency caps

Publisher Transparency

Relevant creative

7. Efficiently expand reach with partner retargeting

Retargeting has the inherent downside of targeting only users who’ve

been to your site

Expand that universe of visitors strategically

Partner Connect is the first partner retargeting marketplace where

marketers can cost-effectively reach unique audiences by retargeting

partner audiences

Partner retargeting: Targeted audience expansion

Questions to ask: How relevant is my product/service be to my partner’s visitors?

Will my partners help me achieve scale? Or do they help me target a niche?

Sock company Shoe company

Partner retargeting: Cross-promotions with new and existing partners

Questions to ask: Do you have existing marketing partners whose visitors would be valuable targets?

Would retargeting help improve performance of an existing co-marketing effort?

Anti-virus PC Company

Partner retargeting: Create an internal retargeting network

Questions to ask: Can a smaller brand “jump start” growth by retargeting a larger brand’s audience?

Is there a series of “step up” brands that target customers through different life

stages?

A best practices recap

1. Build broad lists, then segment on action and characteristic

2. Use search intent to create smarter audience lists

3. Segment messaging to move customers along the buying journey

4. Use lift tests to attribute retargeting performance

5. Ensure all your data is readily available to you

6. Maintain brand image by fine-tuning campaign controls

7. Efficiently expand reach with partner retargeting

Q&A

Thank you!