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Hosted by Hussein Zayan, Account Manager
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Hosted byHussein Zayan, Account Manager
Top 4 Tips for the Holi-dayShopping Blitz
AGENDA:
1. Trends to look out for this holiday season
2. Four tips to get your holiday campaign underway
3. Customer Spotlight
4. Next steps and Q&A session
Trends to look out for this holiday season
► Around 87% of online shoppers plan to shop the same amount or more than last holiday season
► According to Forrester, 53% of purchases will be influences by E-retail this year
► Internet Retailer show 1 out of every 3 of the top 25 E-retailers missed order shipment deadlines last holiday season
Tip 4: Be creative with your holiday creative
Tip 2: Spread holiday cheer across devices
Tip 3: Expand your reach with TW, FB and CRM
retargeting
Tip 1: Implement segmentation strategy and re-engagement tactics
Four tips to prepare you for the holiday season
Tip 1: Implement segmentation strategy and re-engagement tactics
Increase CPM bids and frequency caps
Holiday best practices timeline
Holiday retroactive segmentation strategy
Holiday loyalty campaign strategy
► Target customers who have purchased in the past
► Things to keep in mind:► How long does shipping take typically?► Average time for repeat purchase?
► Creative should incentivize customers to purchase again► New products/inventory!► Buy again and get free shipping!
Tip 2: Spread holiday cheer across devices
Holiday mobile strategy
3 of every 4 smartphone owners will use their devices to research and make purchases
1 in 3 holiday purchases will be made on a mobile device
Capture your on-the-go audience to driveconversions and increase ROI
In a recent survey, 40% of consumers say they purchase more from retailers that deliver a personalized, cross-channel shopping experience.
Spread holiday cheer across devices
“We know our customers are living in a multi-screen world, and engaging with us across multiple devices. We wanted to ensure that we were creating a seamless advertising and purchasing experience regardless of the device.”
— Casey Ueberroth, Senior VP of Marketing at Preferred Hotel Group
Tip 3: Expand your reach with TW, FB and CRM retargeting
Target holiday shoppers through Twitter
Twitter has custom ads to solve for different marketing objectives
Mobile App Card Lead Generation CardWebsite Card
Target holiday shoppers through Facebook
News feedEncouraging numbers vs. web retargeting
► News feed on desktop: CTR is 8.1x higher than web retargeting
► News feed on mobile: CTR is 9.1x higher than web retargeting
► News feed on desktop: 24% lower CPC than web retargeting
► News feed on mobile: 70% lower CPC than web retargeting
Facebook Best Practices
► A/B test ad copy by setting up multiple ads with different copy variations
► Newsfeed is great for social aspect
► Right-hand Column great for exposure with cheaper CPMs
► Rotate creative for every holiday event
CRM retargetingExpand your reach to unlock even more sales
CRM retargeting enables brands to leverage their valuable CRM and offline data to
reach potential customers who haven’t visited their site across the web and Facebook.
How does it work?Understanding CRM retargeting
We partner with LiveRamp, the leading
data onboarding company, to safely and
securely map email addresses from
your CRM database to cookies. These
cookies are used to build users
segments that can then be precisely
targeted with your ads.
Multi-channel domination holiday checklist
Standard Web Retargeting
CRM Retargeting
Mobile
Tip 4: Be Creative with your holiday creative
Holiday creative best practicesRefresh creative every month
► Creative with a strong CTA– Ads with a strong CTA drove a 32% higher click conversion rate
► Generally ads with models perform better
► Keep ads holiday themed
► Always highlight sale promotion during the holiday
LiquidAds to scale personalized advertising
AdRoll’s LiquidAds have demonstrated up to a 44% lift in ROI over static retargeting
“We were able to launch a campaign with LiquidAds in a matter of minutes, without an engineer. We also really appreciate AdRoll’s great customer service throughout the process.”
— Chip Tolaney, President, Cultural Elements
Offer a dynamic holiday experience
static: .17% averageAd
Format
LiquidAds: see up to 115% increase in CTR
Alex and Ani spiked sales during holidays
“Alex and Ani had a high concentration in social which is an area where AdRoll was a top performer. Working with AdRoll has been efficient, effective, and seamless.”— Kristin Fernholz, Managing Partner at Fashmark
► Experienced a 6.1x ROI
► Ads with the holiday promotions drove click conversion rate to 5x higher than average—resulting in a 14.6% Click Conversion Rate
RecapRecommendations too good to re-gift
You will see higher ROI from holiday specific creative that clearly shows your special promotions and offerings.
The holiday season is very competitive. Increase your CPM bid for a greater chance to reach shoppers.
Competitors will likely be making a strong holiday push. Make sure that you stand out by being in front of your visitors as often
as possible.
App downloads can increase the lifetime value of a customer and encourage them to view more of your products through their
handheld device.
Make themed creative
Increase CPM bids
Increase frequency caps
Incorporate mobile
Use your own site data to retarget visitors on the web’s largest inventory sources on Facebook and Twitter.
Social platforms
It’s common to remove converted visitors from your retargeting campaign but the holidays are the one time to retarget them.
Target past purchasers
For more tips, download the 2014 Holiday Strategy Guide:
bit.ly/2014holidayguide
Thank you and Q&A
For additional questions or to set up a holiday retargeting campaign, contact:
[email protected] or your account rep.
Hussein ZayanAccount Manager/Apparel Vertical Lead
