SES 2014 Smart Remarketing presentation from Net Media Planet
-
Upload
net-media-planet -
Category
Marketing
-
view
321 -
download
3
description
Transcript of SES 2014 Smart Remarketing presentation from Net Media Planet
Smart Retargeting
Sri Sharma, Managing Director & Founder
@srisharma @netmediaplanet
Leading Search and Display specialist driving a step change in performance
Best Use of Mobile Grand Prix Award Innovation in PPC Best Use of Search
3
Clients
@srisharma @netmediaplanet
4
Retargeting is efficient & effective
@srisharma @netmediaplanet Source: Chango, Digiday Oct2013
227 brand marketeers were asked to describe Retargeting
5
Retargeting is set for growth in 2014
@srisharma @netmediaplanet Source: Chango, Digiday Oct2013
227 brand marketeers were asked if their Retargeting budgets would increase in 2014
6
More technology choices
Source: Chiefmartec 2014 @srisharma @netmediaplanet
7
More sophistication
@srisharma @netmediaplanet
Paid Search Display
Generic PPC
Negative retargeting
Prospecting
Prospect retargeting
RLSAs
Retargeting
Becoming Aware
Researching
In Market
Consumer funnel
8
More savvy customers
@srisharma @netmediaplanet
9
Audience
10
On-site behaviour based audience lists
@srisharma @netmediaplanet
Category page visitors
Basket abandoners
Purchasers (60 days)
New visitors
11
+400% conversion rate
@srisharma @netmediaplanet
Category page visitors
Basket abandoners
Purchasers (60 days)
New visitors
12
Simplification in Enhanced campaigns
@srisharma @netmediaplanet
13
Improve audience definition & targeting
@srisharma @netmediaplanet
Discover converter blueprint
• Demographics
• Psychographics
• Income
• Education
• Location
• Time
• On-site behaviour
• Device and browser
• Consumer lifecycle
Improve audience targeting
• PPC • Demographic targeting
• Geo-targeting
• Day-parting
• Device bid multipliers
• Display • Placement refinement
• 3rd party data targeting
14
Discover converter qualities
@srisharma @netmediaplanet
15
Location based audience lists
@srisharma @netmediaplanet
16 @srisharma @netmediaplanet
+300% conversion rate
vs
17
3rd party data based audience lists
@srisharma @netmediaplanet
18 @srisharma @netmediaplanet
Converter ‘lookalike’
data segments
Site visitors who didn’t
buy
The target
19
Stage of Parenting Customer Lifecycle
Time 2nd - 3rd trimesters Post birth
Val
ue
po
ten
tial
2nd birth
Customer lifecycle based audience lists
20
Creative
21
Static Flash Dynamic (Product)
x3 x2
22
Sequential creative messaging
@srisharma @netmediaplanet
Becoming Aware
Researching
In Market
23
Real time response to weather
@srisharma @netmediaplanet
• Weather API
• Real time response
• Specific banner serving
24
Real time response to weather
@srisharma @netmediaplanet
Rain Snow
25
Technology
26
Lots of providers
27
Considerations
@srisharma @netmediaplanet
• Frequency capping control
• Dynamic product ads functionality
• Access to major ad exchanges
• Pretargeting & Retargeting
• Data transparency
• Data privacy
• Integration with Google merchant centre
• Adwords/Analytics Integration
28
Frequency & Recency Frequency & Recency
29
Key considerations
@srisharma @netmediaplanet
• Customer annoyance
• Target ROI
• Stage of consumer funnel
• Device type
• Geographic location
30
The right frequency
@srisharma @netmediaplanet
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
0 2 4 6 8 10 12 14
CTR
CR
CTR Conversion rate
Frequency
Chart showing CTR and Conversion rate by frequency
Source: Net Media Planet client data
31 @srisharma @netmediaplanet
Negative remarketing but recognising ‘old’ converters
32
Key takeaways
@srisharma @netmediaplanet
• Be smart in how you define & target your audience
• Be creative with creatives
• Consider the merits of technology providers against your specific needs
• Become effective and efficient using frequency & recency
Leading Search and Display specialist driving a step change in performance
Best Use of Mobile Grand Prix Award Innovation in PPC Best Use of Search