Gerasimos Nikolopoulos, CEO adaplo (@gerasini, @adaplo) 7 Practical learnings from Retargeting campaigns on 400 ecommerce stores Automated ads that drive sales Your Company logo Είμαστε σε mission να αυτοματοποιησουμε την διαφήμιση για online stores 1

Launch sophisticated campaigns on Google AdWords and Facebook ads based on real-time data from your Magento store GR 2

Retargeting is the best performing campaign type “92% of marketers report retargeting performs equal to or better than search” (AdRoll State of Industry, 2014) It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 3

Let’s make retargeting even better! He’s Pareto GR 4

Let’s score some quick wins It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 5

So that we can expand Quick wins -> Performance improves -> More available budget -> More sales -> Deeper optimisations -> More sales He’s Pareto GR 6

Retarget on both Google and Facebook He’s Pareto GR 7

Many stores retarget on just one platform It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 8

Retarget on both. Do cross-platform optimisation. It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 9

2. Category retargeting to enhance Dynamic retargeting He’s Pareto GR 10

Dynamic retargeting is great. It targets a relevant audience with extremely relevant products (that they have seen). It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR GR 11

Many times, however, people are still searching It could make sense to give them more options by advertising the category and sending them to category pages. It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 12

Use both category/product ads to get the max effect It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 13

3. Advertise on the whole funnel He’s Pareto GR 14

For starters, track your funnel He’s Pareto GR 15

Most companies (and ad-tech vendors) focus on “cart-abandoners” He’s Pareto GR 16

Target the full channel to increase your impact Show ads to prospects higher in the funnel Cross-sell products to converters He’s Pareto GR 17

4. Intelligently select your cookie duration He’s Pareto GR 18

Max limit for retargeting audience is big “The maximum membership duration (of a remarketing audience) is 540 days. If someone continuously visits a page, the clock is reset, and the visitor's cookie stays on the list.” (Doubleclick Ad Exchange Help Center) He’s Pareto GR 19

Max limit for retargeting audience is reattly big! “The maximum membership duration (of a remarketing audience) is 540 days. If someone continuously visits a page, the clock is reset, and the visitor's cookie stays on the list.” (Doubleclick Ad Exchange Help Center) 540 days after the last visit! He’s Pareto GR 20

Just because we can, does not mean that we should. Do not just measure the positive ROI from a small % of users. Try to estimate also the negative ROI from the % of users that get annoyed. He’s Pareto GR 21

Use data about your average time-to-buy to set the duration He’s Pareto GR 22

5. Segment your campaigns using various dimensions He’s Pareto GR 23

We could advertise with no segmentation All visitors Bid 0.10 He’s Pareto GR 24

Having the same bid for all different audiences Non-visitor Returning visitor Customer Bid 0.10 Bid 0.10 Bid 0.10 He’s Pareto GR 25

Different audiences, however, respond differently Non-visitor (CR 0.7%) Returning visitor (CR 1.2%) Customer (CR 2.8%) Bid 0.10 Bid 0.10 Bid 0.10 He’s Pareto GR 26

By segmenting and customising we can get better performance Non-visitor (CR 0.7%) Returning visitor (CR 1.2%) Customer (CR 2.8%) Bid 0.07 Bid 0.14 Bid 0.21 He’s Pareto GR 27

Segmenting helps on both bidding and creatives It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 28

3 audiences, however, is not enough these days Typical retargeting campaigns (<10 targetings) Advanced retargeting campaigns (>200 targetings) All visitors Cart abandoners Converters “Smart lists” Campaign break-down by the combination of all the dimensions below: Intent (all, view, cart, purchase) Duration (1, 3, 7, 14, 30, 30+) Gender (male, female, unknown) Age (18-24, 25-34, etc) Device (desktop, mobile, tablet) It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 29

6. Make your creatives stand-out He’s Pareto GR 30

Most stores use the default templates It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 31

But you can be different It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 32

Benefits of creative customisation Stand-out from the crowd (in the attention world) “Branding” to better associate ad with your brand “Branding” to promote a highe-quality brand image Because it makes money €€€€€€€ It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 33

“It’s all about the money” Stand-out from the crowd (in the attention world) “Branding” to better associate ad with your brand “Branding” to promote a highe-quality brand image Because it makes money €€€€€€€ It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 34

Better creatives -> Lower CPC -> Increased ROAS It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 35

7. Expand your retargeting audience He’s Pareto GR 36

But retargeting is finite, based on your audience It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 37

But retargeting is finite, based on your audience Because you are hurting the brand by: Retargeting for 540 days Pushing ads with no limit (impression cap) No It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 38

“Retarget” to your most valuable audience It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 39

You can target your past customers on Google Ads/Facebook It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 40

And it works! GR 41 It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 41

Segmentation works also here It’s too complicated Go lene ta arthra 1000 allages to 2013 Complexity and time needed GR 42

Summary Retarget on both Google and Facebook Category retargeting to enhance Dynamic retargeting Advertise on the whole funnel Intelligently select your cookie duration Segment your campaigns using various dimensions Make your creatives stand-out Expand your retargeting audience He’s Pareto GR 43

Why not start today? Source GR 44