The Complete Guideto

Retargeting

Presented by: Mani Iyer | CEO @ Kwanzoo

@iyermani

#demandgen

OBJECTIVES

Webinar Objectives

• Educate marketers on new opportunities to accelerate Demand Generation through Retargeting

• If you are new to Retargeting, this webinar will take you through it all, from the Basics to Why Retargeting matters & Why you should care.

AGENDA

1. Retargeting: The Basics

2. Planning & Budgeting Retargeting Campaigns

3. Running Retargeting Campaigns

4. Analytics, Reporting & Advanced Strategies

5. Questions

Retargeting: The Basics

Retargeting: The Basics

1. What is retargeting?

2. Site retargeting & minimum website traffic requirements

3. Rich media ads for Retargeting - Why?

4. Retargeting and The Lead Management Process

5. Different retargeting strategies (Site, Search, Email, CRM)

6. Viewable impressions, A/B testing

What is Retargeting?

Your Website Ad NetworkOrganicSearch

Email Social PPC &Display

Visitors get tracked for retargeting (cookie’d)

Tracking works beyond your website across the web

Retargeted Ads

Example:

• 10,000 website visitors

• 30 impressions / visitor / month

• Total of 300,000 retargeted impressions per 30 day period

New Prospecting vs. Retargeting

New Prospecting• Prospects NOT already in the advertiser’s database. Reach new

“watering holes” and place ads to attract new prospects, get them to opt-in into further conversation.

Re-targeting• Already a bit familiar with the brand. Visited your site and bounced.• Conversion rates for re-targeting = typically higher than for new

prospecting.

Site Retargeting: Minimum Website Visitor Requirements

Effective Retargeting Campaigns:

• Moderate B2B Websites – 5000+ monthly unique website visitors

• 150,000+ retargeted ad impressions available. Volume allows for positive retargeting ROI.

• High Traffic B2B Websites – 50,000+ monthly unique visitors

• 1,500,000+ retargeted ad impressions available. You can start smaller using “Retargeting Segments”.

• High Traffic B2C Websites – 500,000+ monthly unique visitors

• Selectively retarget visitors to specific sections of your website using “Retargeting Segments”.

Boost retargeting conversions with rich media – Step 1

Boost retargeting conversions with rich media – Step 2

Boost retargeting conversions with rich media – Step 3

Boost retargeting conversions with In-banner Lead Forms

A/B testing showed over 30% higher lead conversions

BEFORE:

Plan for 30% increase in retargeting lead conversions with In-banner Lead Form Ads

Introducing Video Lead Form Ads

• Link in your marketing or training video from Youtube

• Capture leads in the rich media ad, store directly into your MAP or CRM

1. Video 2. Overlay banner

3. Lead form

4. Thank you screen

Closed-Loop Reportingintegrated with MAP/CRM

Measure Impact Increased lead conversions Pipeline acceleration Increased closed/won deals

Top of Funnel:

Site, search and CRM retargeting

Use in-banner and videolead form ads to boostconversions

Mid Funnel:

Site, email & CRM retargeting of known prospects

Dynamic, persona-based & account-based contentand offers

Lower Funnel:

Persona-based, retargeted rich media polls

Upsell and cross sell customers

Suspect InquiryMarketing

QualificationSales

QualificationCustomerMarketing

Marketing Automation (MAP) / CRM

Accelerate Your Lead Management Process using Retargeted, Rich Media Ads

Top-of-Funnel: Search Retargeting

Target ads to people based on the keywords they’re searching for

Top-of-Funnel: CRM Retargeting

Target ads to people with only their email or physical mailing address

Mid-Funnel: Email Retargeting

Serve display ads to anybody who opens your emails.

Viewable Impressions & A/B Testing

Effective Retargeting Campaigns:

• You can boost campaign ROI several-fold with:

• Viewable impression tracking – make sure retargeted ads are “Above the Fold”, 60% of ad visible in a viewable area or in-focus page for at least 1 sec

• A/B testing – Serve multiple versions of rich media ad creative. Test different content / copy / messaging / offers. Adjust campaign creative in real-time.

Planning & Budgeting Retargeting Campaigns

Planning & Budgeting Retargeting Campaigns

1. Retargeting Campaign Cost Components Media Buying, Creative, Campaign Strategy / Management

2. Recommended Minimum Campaign Duration

3. Media Spend by Strategy (Site, Search, Email, CRM)

4. Resources Needed: Your Options- In-house - Outsourced (As Needed)

- Outsourced (Full Service).

Putting Together a Retargeting Campaign

1. Define the goal - demand creation? brand awareness? both?

2. Budget - finalize number based on website visitors reached and engaged, or demand – leads

3. Media Buying – Geo (NA / EU / LATAM / APAC / Global), “Above the Fold”, Day Parting, Data (Job Role, Email, Physical Address)

4. Creative - copy, design, messaging, content offers, brand guidelines

5. Execute & Review - analytics, reporting, key metrics

6. Campaign Management –• Targeting - update retargeting segments, impressions served based on

what works• Bid Management – set bid prices to meet volume goals (daily/weekly)• Creative updates - changes in mid-flight based on engagement / lead

capture metrics

Budgeting for Site Retargeting: ROI Modeler

Monthly Re-targeted Ad ImpressionsMonthly unique visitors to your website(s) in 1000s 18

Retargeted ad impressions per visitor per month 20Available re-targeted ad impressions per month 360,000 Cost of re-targeted ad impressions (CPM) $3 Re-targeted Ad Serving Fees (Estimated) $1,080

Paid to Retargeting ProviderMonthly Kwanzoo Technology Fees

Kwanzoo Silver Plan or Higher $499 Technology Fees Per Month (Paid to Kwanzoo)

Kwanzoo Impression FeesRe-targeted Kwanzoo Video Lead Form Ads Cost Per 50,000 Impressions $50 Kwanzoo delivers conversion rates Number of Impressions Needed 400,000 30% or more higher than typical banner ads Impression Fees Per Month (Paid to Kwanzoo) $400

Monthly Re-targeting Budget $1,979.00

Estimated Cost Per LeadEstimated Impressions Per Lead Conversion Low (in 1000s) 6000(via Kwanzoo Video Lead Form Ads) High (in 1000s) 8000

Lead Captures - Low 45 Lead Captures - High 60 Estimated Cost Per Lead (Low) $33 Estimated Cost Per Lead (High) $44

Media Spend and Minimum Campaign Duration

Media costs will vary by strategy:

 1. Site Retargeting in units of 1000 (CPM) $1.50 to $3.00 CPM Add $1.00+ CPM for “Above the Fold” From no minimums to $500+ minimums based on the retargeting platform Duration: Most effective if least 6 months for cookie pool to build, then test & optimize content and offers

2. Email or CRM Retargeting Add $1.50+ CPM for Email Address or Physical Address Matches 10,000 Physical Address Minimum Only pay for impressions served to matched addresses From $1000 campaign minimum to CRM retargeting provider CRM list load costs separate ($100+ per list) Campaign management fees separate (15% of media costs) Duration: Can be short (30 to 90 day) campaigns to drive users to a live event, drive pipeline acceleration

Options for Campaign Execution - Resources Needed

1. Retargeting Media Buying In-house – direct from Retargeting Provider Through your agency Through Kwanzoo (full service)

2. Rich Media Creative In-house – use Kwanzoo as tech provider Through your agency – use Kwanzoo as tech provider Through Kwanzoo (full service)

3. Retargeting Campaign Management In-house – directly use Retargeting + Kwanzoo platforms Through your agency – directly use Retargeting + Kwanzoo platforms Through Kwanzoo (full service)

Running Retargeting Campaigns

Running Retargeting Campaigns

1. Retargeting Pixels & Segments

2. Retargeting Creative – Banner Ads, Rich Media

3. Building Creative & Generating Retargeting Ad Tags

4. Burn Pixels

5. Campaign Activation

Retargeting Pixels & Segments

Sample Retargeting Pixel

Retargeting segment:A collection of pageswithin your website thatcan be retargeted withit’s own ad creative.

Retargeting pixel:A way to uniquely identifyvisitors to your website sothey can be served adslater on across the web.

Build Your Rich Media Ads in 3 Easy Steps!

1. Select ad unit

2. Customize

3. Run, Optimize

Rich Media Ads – Setup & Customization

Generate Retargeting Ad Tag & Deploy

Retargeting Campaign Template

NOTE TO LIZ: Please drop in the Retargeting Campaign Template from Q18, Running Retargeting Campaigns

section

Retargeting – Setup Burn Pixel

Analytics, Reporting & Advanced Strategies

Analytics, Reporting and Optimization

1. Analytics from Retargeting Platforms / Networks

2. Kwanzoo’s Rich Media Analytics

3. Viewable Impressions, Conversions & Partial Form Fills

Advanced Strategies:

Lead Nurturing with Retargeted Ads

Dynamic Ad Serving through Kwanzoo - Persona-based & Account-based Targeting

Targeting Options through Retargeting Platforms- Geo Targeting, CRM Targeting / List Matching

Analytics from Retargeting Platforms / Networks

1. Media Spend Impressions Served

Average CPMMedia Spend by Day / Week / Month

2. Visitor Data # Cookie'd Retargeted Website Visitors

# Cookie’d Visitors by Retargeting Segment # Impressions Served by Retargeting Segment

3. Conversions Completed conversion events Average Cost Per Lead (CPL / CPA)

Rich Media Ads – Key Analytics

Basic statistics include:

• Impressions – # times the video lead form ad is served• Engagement – the First Click on the video lead form ad• Lead Captures – complete form fills on Lead Form screen• Clicks – the click on the call-to-action on the Thank You screen

that is presented after the Lead Form screen

Rich Media Ads – Detailed Analytics

View detail stats including:• impressions• viewable impressions• partial form fills • lead captures

• %engagement / impressions• %engagement / viewable

impressions• video play duration for each

engagement• %video play / total video duration

Mid-Funnel: Retargeting with Rich Media Polls integrated with MAP Systems

• Capture data & insights from prospects

• Personalize follow-on interactions

Insights collectedin MAP / CRM

Lower Funnel: Retargeted ads mapped to individual personas and named accounts

Rule1

Rule2

Rule3

Prospect from named account of interest

By contact data (job title, lead score, etc.)

Default content with lead form

Note: Extensible rules engine, supports personalization using Eloqua & Neustar IP <-> Company based targeting options today. More personalization

options (e.g. age, gender, geo, search keyword, etc) planned.

Questions?

Questions?

Phone: 408-216-7025Email: info@kwanzoo.comTwitter: @kwanzoo @iyermani

Resources:

http://www.kwanzoo.com/resources/display-retargeting/

http://www.kwanzoo.com/solutions/display-retargeting/supported-networks-exchanges/