Advanced Retargeting and
Deciphering Your ROI
Hafez Adel, Retargeter
Lauren Vaccarello, AdRoll
Moderated by: Sarah Veit Wallis, Indochino
Myth #1: Users have to visit your site for you to
retarget them
Reality: There are a variety of user behaviors
that can be leveraged for a retargeting
campaign
Myth #2: Retargeting is exclusively a bottomfunnel tactic
Reality: Retargeting can be used throughout the
funnel, from awareness to loyalty
Search Retargeting
Target ads based on search queries
Use Case: Conquesting
• Target competitors’ brand names
• Focus ads on why you’re better
• Align landing page with search queries for
maximum relevance and performance
• Tip: The more you segment, the better your
campaign
Email Retargeting
Target ads based on email opens
You send an email
blast containing
retargeting pixel
code
When recipients
open your email,
they will be tagged
with your cookie
Once tagged, your
email recipients will
see your ads
throughout the web
Use Case: Reinforce Email Newsletters
• Email + display outperforms either on their
own
• Segment your retargeting campaign the same
as your email lists
• Align creative with newsletter offer
• Tip: Use a limited time offer in your creative to
create urgency and spark action
CRM Retargeting
Target ads using your CRM data
Upload your mailing
list to data
onboarding provider
CRM data is
matched with
existing online
profiles
Users are tagged
with your cookie
through a database
sync
Users see your ads
throughout the web
Case Study: BustedTees
Objective: Re-engage dormant
customers
Strategy: Segment CRM based on
lifetime value and recency of
activity
Results:
•447,180 ad impressions
•195 conversions (AOV: $40)
•390% ROI
Advanced Retargeting and
Deciphering Your ROI
Lauren Vaccarello, VP Marketing
AdRoll is the Global Leader in Retargeting
8,000+ Customers
#1, #3 in Marketing &
Advertising
Fastest Growing Private
Company
America’s Most Promising
Companies
Agenda
1.
2.
3.
4.
5.
Advanced segmentation
Dynamic creatives
Reach buyer across platforms
Maximize LTV
Drive incremental conversions
Segmentation
Create Custom Segments for Better Results
Create segments by
product types
Show different message
to each segment
What Segments Should You Create?
Behavior
Marketing objective
Skullcandy segments users for greater returns
►
Greater than 3x ROAS
►
$12 CPA; lower than target goals
►
Launched multiple segmented campaigns to target high intent purchasers
Hey girl
Your ads are so
personal, I
convert every
time
Personalize Advertising with Liquid Ads
Alex and Ani Spiked Holiday Sales with Liquid Ads
►
►
►
Experienced a 6.1X ROI
Ads with the holiday promotions drove click conversion rate to 5x higher than
average—resulting in a 14.6% Click Conversion Rate
FBX Liquid CTR was 52% higher and CPC was 24% more efficient than FBX static ads
Reach Customers Across All Channels
Be Inventory Agnostic
BLAHBLAHA
Retargeting Platform
BL
AdRoll integrates with all the major ad exchanges.
Facebook Compliments Web to Drive ROI
Performance, Scale, Conversions
►
Web and FBX overlap is small
►
Running across platforms results in a
34% lower CPA than Google alone
►
Cross platform retargeting drives 156%
more conversions than Google alone
►
FBX plus site retargeting drives 2X
conversions than FBX alone
Increase Customer LTV with CRM Retargeting
Couple your offline data (email or mailing lists) with your online
data to create targeted ads for your visitors across the web.
Reengage with Repeat Buyers
Encourage Repeat Purchase
►
Engage previous customers with new
season lines
►
Show special events, promotions for
loyal customers
►
Build brand loyalty
Betabrand Seamlessly Builds their Community with AdRoll
►
Drives a 5.5x ROI by improving bottom-of-the-funnel conversions
Uses LiquidAds to create custom ads at scale and grow engagement for their Model
Citizen program
►
Measure Your Retargeting Lift
Know exactly how much revenue
retargeting is generating
►
Measure your retargeting with A/B
testing solution
►
Focus on incremental conversions
►
Avoid retargeting leads that would
have naturally converted
Wrapping it Up
1.
2.
3.
4.
5.
6.
You already have the most powerful data, Use it.
Create custom segments for better targeting
Personalize your ads for stronger results
Be everywhere your prospects and customers are
Market to customers to increase lifetime value
Focus on incremental returns
Thank You!
Sarah Wallis, COO at Indochino
Sarah.Wallis@Indochino.com
Lauren Vaccarello, VP Marketing at AdRoll
Lauren.Vaccarello@AdRoll.com
@LaurenV and @AdRoll
Hafez Adel, Sr. Director of Marketing at ReTargeter
Hafez_Adel@gmail.com