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

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

3. 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

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

5. Let’s score some quick wins
It’s too complicated
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Complexity and time needed GR 5

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

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

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

9. Retarget on both. Do cross-platform optimisation.
It’s too complicated
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Complexity and time needed GR 9

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

12. 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
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1000 allages to 2013
Complexity and time needed GR 12

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

14. 3. Advertise on the whole funnel
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15. For starters, track your funnel
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16. Most companies (and ad-tech vendors) focus on “cart-abandoners”
He’s Pareto GR 16

17. 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

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

19. 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

20. 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

21. 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

22. Use data about your average time-to-buy to set the duration
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23. 5. Segment your campaigns using various dimensions
He’s Pareto GR 23

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

25. 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

26. 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

27. 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

28. 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

29. 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

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

31. Most stores use the default templates
It’s too complicated
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Complexity and time needed GR 31

32. But you can be different
It’s too complicated
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Complexity and time needed GR 32

33. 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

34. “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

35. Better creatives -> Lower CPC -> Increased ROAS
It’s too complicated
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Complexity and time needed GR 35

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

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

38. 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
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1000 allages to 2013
Complexity and time needed GR 38

39. “Retarget” to your most valuable audience
It’s too complicated
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Complexity and time needed GR 39

40. You can target your past customers on Google Ads/Facebook
It’s too complicated
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Complexity and time needed GR 40

41. And it works! GR 41 It’s too complicated Go lene ta arthra
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Complexity and time needed GR 41

42. Segmentation works also here
It’s too complicated
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1000 allages to 2013
Complexity and time needed GR 42

43. 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

44. Why not start today?
Source GR 44