A look at advanced Retargeting strategies and tactics for e-commerce and other website types. Presented by Craig Boyte of FRWD at the MnSearch March 2013 event.

1. Advanced Retargeting
Craig Boyte
Associate Media Director FRWD
i612 Vice President: Sponsorships
@Craigboy
3/28/2013 1

2. Introduction: Navigation What We’re Going To Cover
How to think about retargeting
Why retargeting
Basics
Four advanced tactics
DMP/DSP vs. hiring a vendor
General things to remember

3. Introduction: Navigation Mindset
Consumer centricity Data centricity
What value are you providing What can you learn
to your customers From your customers

4. Introduction: Navigation Why Retargeting
Some facts
90 to 95+ percent of visitors who browse a retailers site do not complete a transaction in
their visit
Retargeted consumers are nearly 70% more likely to complete a purchase as compared
to a non-retargeted consumers*
Retargeted customers spend, on average, 50% more than those served with non-
targeted banner ads*
*Retargeting study by Criteo 2011

5. Introduction: Navigation The Basics
You know this part already
Retargeting:
Putting your message in front of lost prospects to get them back

6. Introduction: Navigation

7. Introduction: Navigation Can I Do More?
Sequential retargeting
Search retargeting
Social retargeting
Dynamic retargeting

8. Introduction: Navigation Sequential Retargeting
Sequential retargeting

9. Introduction: Navigation Sequential Retargeting
Tell a story
Reminder/Introductory Value Proposition Closing/Sales Offer
Message Message Message
Use sequential messaging to move people down the sales funnel

10. Introduction: Navigation Sequential Retargeting
Sequential retargeting is also way of testing both value propositions and price points
First impression Second impression Third impression Fourth impression Fifth impression
Value Proposition Value Proposition Value Proposition Value Proposition Value Proposition
One One One Two Two
Value Proposition
Price Point One Price Point One Price Point Two Price Point Two
Two
Sixth impression Seventh impression Eighth impression Ninth impression Tenth impression

11. Introduction: Navigation Search Retargeting
Search retargeting

12. Introduction: Navigation Search Retargeting
What is search retargeting?
Your Site
Other site
Place 3rd Retarget
Party cookie

13. Introduction: Navigation Why Search Retargeting
Site retargeting does not, and can not, increase prospects
By definition site retargeting only hits people who already know who you are
Search retargeting hits new prospective clients
You can base your targeting at the keyword level much like a search campaign
Warning Set expectations: You will have lower results with search retargeting compared
to site retargeting

14. Introduction: Navigation Social Retargeting
Social retargeting

15. Introduction: Navigation Social Retargeting
Facebook inventory is now available and use is growing quickly

16. Introduction: Navigation Social Retargeting
Even with its growth, most still don’t use it

17. Introduction: Navigation Why Social Retargeting
Facebook extends reach and costs less
Facebook retargeting extends your reach: There has been found to be only an 8.3% crossover
between web retargeting and the Facebook exchange*
Facebook CPMs cost 82% less than standard web retargeting*
Facebook CPCs are 70% lower than standard web retargeting*
Starting yesterday (3/26) FB retargeting ads will also be shown in the news feed, not just on the
right panel**
Turn around times are extremely fast: You can hit someone on FB with an ad within minutes of
them visiting your site
Warning
Click through rates are 40% lower than standard web retargeting
Sources:
*http://gold.insidenetwork.com/facebook-marketing-bible/fmb_summary/an-introduction-to-the-facebook-exchange/
*http://www.comscore.com/Insights/Presentations_and_Whitepapers/2012/2012_US_Digital_Future_in_Focus
** http://adage.com/article/digital/facebook-brings-fbx-ads-desktop-news-feeds/240539/

18. Introduction: Navigation Dynamic Retargeting
Dynamic retargeting

19. Introduction: Navigation Dynamic Retargeting
Dynamically populate ads with the product the customer was looking at

20. Introduction: Navigation Why Dynamic Retargeting
Dynamic Ads Simply Work Better
Personalized retargeted ads perform 6X better than generic banners*
Personalized retargeting ads perform 4X better than basic retargeted ads*
Dynamic Facebook ads had a 43% higher CTR than static FB ads**
Dynamic Facebook ad conversions happened 30% faster than static FB ads**
Dynamic Facebook ads had 1/3 the CPA of static FB ads**
Warning Dynamic ads can cost more to serve and sometimes there is a set up fee
*Retargeting study by Criteo 2011
**Triggit Facebook retargeting study 2012

21. Introduction: Navigation DSP/DMP
Should You Use A DSP/DMP

22. Introduction: Navigation DSP / DMP Vs. Vendor
This is a big topic… but here is the short version
Outside publisher Self Service DMP/DSP
• Easy to implement • A little trickier to implement
• More expensive media • Cheaper inventory
• Vendor marks up exchange inventory • No markup of exchange inventory
• Vendor controls all data • Direct control of all data
• They can then sell your data • Audience data controlled in DMP
• Managed service • Direct control of inventory
• Limited control of inventory • Deeper audience understanding
• Limited over improvements • All data, segmentation and taxonomy of
• Much easier to do very advanced tactics audience data is done by you
• No learning curve for setup • Can have a steep learning curve for advanced
• “Set it and forget it” tactics
• Requires ongoing maintenance
FRWD Proprietary & Confidential

23. Introduction: Navigation The Players In This Space
Who Are
There are many different potential DSP/DMP partners
Here are a couple of links that can help you out:
http://www.clickz.com/clickz/column/1702617/a-step-guide-evaluating-demand-side-platforms
http://www.imediaconnection.com/content/26711.asp
http://econsultancy.com/us/reports/rtb-buyers-guide (paid report)
FRWD Proprietary & Confidential

24. Introduction: Navigation
Should You Use A DSP/DMP

25. Introduction: Navigation Wait… What?
To Recap
Think of retargeting from both a consumer standpoint and a data standpoint
Use sequential retargeting as a way to move consumers down the purchase funnel and
as a testing lab for value propositions and special offers
Search retargeting is a way to increase your prospect pool
Social retargeting extends your reach efficiently
Dynamic ads perform better and should be used if possible
Think about your needs when considering using a DSP or hiring an outside vendor

26. Huge Slide With Lots Of Stuff
Introduction: Navigation
Other things to keep in mind
Invest in privacy education
Legal, IT, marketing, account team….
Privacy center, OBA compliance and ad serving partner
It can take time: You can’t just turn in on
Forecast performance
Timing: Site traffic (25k-100k cookies) = could take 5 months to cume
Sales volume: 90 days+ sales volume
Set performance expectations
Higher CTR and Conversion but lower volume
Ensure cookie life 30+
Map the site (tagging IA similar to content IA)
Segment your visitors, everyone is not equal
Make sure you have a frequency cap in place
Creative editorial calendar…and budget
Plan for it to work (consider a DSP and DMP solution for long haul, creative refreshes)
Plan for someone to break it
Have a plan for complaints
Always A/B test with creative
Pre-determine the length of time for view through conversions
Make sure you have a washout code in place after someone converts

27. Introduction: Navigation Questions
Thank you
Craig Boyte:
Associate Director, Media
craig.boyte@frwdco.com
i612 Vice President: Sponsorships
@Craigboy