1) The document discusses techniques for improving retargeting campaigns, including using suppression cookies, reducing frequency caps, broadening SKU-level retargeting, and using first-party data to inform programmatic bidding and creative decisioning.
2) It also discusses behaviorally segmenting users, creating custom audiences, and using retargeting in tandem with email to help with user onboarding, engagement with trials, and upgrading to paid versions.
3) The document concludes by emphasizing the importance of attribution in measuring the success of retargeting campaigns.
3. 3
Techniques To Improve Retargeting
1. Suppression Cookies to Suppress Ads
2. Reducing the Frequency Caps
3. Broadening of SKU Level Retargeting
4. Using First-Party Data to inform:
• Programmatic Bidding
• Creative Decisioning
Assuming linkage is still intact between retargeting ad and conversion
Assuming all conversions from remarketing are incremental
Not keeping viewability in mind and assuming the user has seen the ad
Drop suppression cookies when people convert to understand which users should not be targeted or not targeted for initial purchase
Reduce the number of times a user is exposed to an ad that they may have purchased already – for SKU level retargeting or low purchase consideration products
Broaden SKU level retargeting to category level retargeting as user may have investigated and rejected that specific feature/functionality/price mix
Use First Party on site behavioral data to segment users and serve different creatives to these segments and bid differentially on them based on their potential value to boost campaign performance and Return on Ad Spend
A user comes to your site and purchases
You then retarget them with a % savings or dollar off offer
They go back to site and cancel and then rebook with offer
You lose Revenue on a closed sale
User views product SKU and you do not know if they are interested in SKU
Limit impressions of SKU via frequency capping
Alternate in broader category based retargeting
Four visitors come to your site:
The first put $100 of merchandise in their shopping cart but abandoned it before purchase.
The second browsed five product pages before leaving.
The third signed up for newsletter – meeting one of your conversion metrics.
The fourth came to the homepage but then immediately bailed out, your typical bounce.
Bidding Strategy:
It is obvious that in most cases, you would be willing to pay more money for the customer with abandoned shopping cart and very little for the homepage bounce, with the other two somewhere on the spectrum between those. And yet, many retargeting campaigns would treat these four customers exactly the same way
What would be better?
Creatives that are tailored to need of each customer.
Perhaps a free shipping offer for the shopping cart
An ad featuring category retargeting (possibly offered with a discount) for the product page surfer,
Current sales offers for the newsletter signup
For the home page bailout, you may just be trying to get them back to the site, pushing the brand but not spending too much money on the conversion.
In the end it comes down to how you value your retargeting conversions in your marketing mix. Are we spending enough at the top of the funnel filling the funnel with new prospects moving more people to the consideration phase where more branded and unbranded searches can take place as well as Higher CTRs on organic and Adwords listings as well as improved open rates on email campaigns.