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Interact with Summit using the event app Log in to your account Enable social Ask questions or vote in a poll via Summit Interact Don’t forget to tweet using #AdobeSummit © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects 29-30 April, 2015 | ICC, ExCel, London © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Rethinking Remarketing Chris Haleua | Product Marketing Manager Meghan Falter | Solutions Consultant © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Chris Haleua Product Marketing Manager Adobe Systems [email protected] @chrishaleua © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Meghan Falter Solutions Consultant Adobe Systems [email protected] @MeghanConnects © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 INSIGHTS TIME LIFT FROM PEOPLE , NOT CHANNELS FROM STRATEGIES, NOT TACTICS FROM STAYING BALANCED, NOT GOING OVER-BOARD © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects HALF of customers visit FOUR SITES before converting © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects 96% of customers visit the same site MULTIPLE TIMES before purchasing © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects replace “How do I ATTRACT customers to my site?” with “How do I BRING THEM BACK when they’re ready to convert?” © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Segmented audience insights can be just as valuable as ad personalisation © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Crossing the Ocean of Retargeting Rowing Boat Google only for tagging © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Motor Boat Google & AMO Cruiseliner AMO & Analytics for automation Fleet AMO, AA, & AAM for expansion for segmentation #AdobeSummit @ChrisHaleua @MeghanConnects Adobe Marketing Cloud Analytics MEASUREMENT Audience Manager DMP Campaign EMAIL Experience Manager CONTENT Media Optimizer ADVERTISING Targeting TESTING Primetime VIDEO Social MONITORING © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Core Services PERMISSIONS Administration Activation TAG MANAGER Mobile APP SDK Assets INTEGRATIONS Exchange INTEGRATIONS Audiences SHARED PROFILES © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Collaboration SHARED CHARTS #AdobeSummit @ChrisHaleua @MeghanConnects Media Optimizer & Analytics © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Analytics Segment Creation © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Analytics Segment Targeting © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Media Optimizer & Audience Manager © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Linking Your Search Activity with a DMP 1 Create trait rules from 1st & 3rd party signals 2 Add traits to respective segment Trait Name = Adobe CC Teams 3 Create tag in AdWords © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 Add pixel to DMP container tag #AdobeSummit @ChrisHaleua @MeghanConnects • Create audiences to gauge volume • Explore click paths & behaviours • Apply bid modifiers to significant audiences TEST IT OUT Past purchases ◆ Cart abandoners Looked at specific products © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Remarketing is more than a tactic when it unites advertising channels © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Make remarketing strategic by sharing audiences across search, social, and display © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Retargeting Across Channels Social Remarketing © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Display Retargeting Search Lists #AdobeSummit @ChrisHaleua @MeghanConnects Evolve Your Social Audiences Core Audiences Custom Audiences Audience Custom Tailored Audience Lookalike Audiences Leverage native targeting options with Facebook with pin-point accuracy Reach the people you already know Find more people like your best customers © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects The Next Level | Facebook Search Retargeting Leveraging Adobe Media Optimizer (AMO) Search intent data to re-engage with users that have been to your website to target non-converters or reach new prospects who look like your search intenders. Search Ad Clicks Adobe Media Optimizer Cookie Match With Facebook Search Engines Audience Pool Adobe Media Optimizer / Facebook Gain search and social cross-channel insight and attribution on a unified platform. Facebook Custom Audiences (Re-engage) Look-A-Like Audiences (New Prospects) © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects What is Social Retargeting Worth to Your Business? Search Performance Facebook Performance Search retargeting on Facebook accounted for 13% of total Facebook conversions. Compared to the concurrent Facebook campaigns, Search retargeting on Facebook delivered a: Compared to search campaigns, search retargeting on Facebook delivered a: 16% Uplift (conversions) Scale at similar spend levels © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18% higher 45% uplift 19% improvement 63% CVR CPA Scale (higher value clicks resulting in higher CVR) CPC Uplift (conversions) at similar spend levels #AdobeSummit @ChrisHaleua @MeghanConnects Display Audiences in Action DATA Customers/Prospects Site visitors Segment building blocks - visitors, views, time, rules, include & exclude, logic & nesting ADOBE ANALYTICS SEGMENT & ACTIVATE DISPLAY TARGETING Segment Definition High-value audiences Abandoners, product pages visits Activation Adobe Marketing Cloud to AMO Display ADOBE MARKETING CLOUD ADOBE MEDIA OPTIMIZER *Coming soon © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects What is Display Retargeting Worth to Your Business? “The integration of our display program and our analytics, as well as transparency into our media costs, has armed us with the ability to track ROI more accurately and has provided valuable insights, enabling us to make smarter advertising decisions.” Katy Wortham Digital Marketing Manager CreditCards.com © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects What Is Search Retargeting Worth to Your Business? Large Retailer: 514% 53% Increase in CTR 20% Increase in CTR Reduction in CPA 19% of Orders from RLSA Large Holiday Company: 89% 22% Increase in CTR 10% Increase in CTR Reduction in CPA 26% of Orders from RLSA © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects • Leverage a single source of truth for data • Integrate ad tech & marketing tech solution TEST IT OUT Social Remarketing of Search Data Display Retargeting with Audience Core Service © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Avoid Testing Paralysis Invest at least 2 hours per week for testing new betas and creative messaging © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Innovation will never survive unless you schedule & protect it #AdobeSummit @ChrisHaleua @MeghanConnects Retargeting Steps Tag the entire desktop & mobile site through tag manager container tags © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Segment audience targeting lists according to the level of previous site engagement Automate bid modifiers for audiences to compete for top positions on qualified traffic Expand targeting to balance efficiency of retargeting & volume of extended reach #AdobeSummit @ChrisHaleua @MeghanConnects REMEMBER THE NUMBERS How many people are in your audience? Maximum Expiration Days PPC: 180 GDN: 540 © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Minimum Audience Population PPC: 1000 GDN: 100 #AdobeSummit @ChrisHaleua @MeghanConnects Strategic Segments Customer Type Message Bid Strategy New Visitor Unique Value Prop. Awareness +0% Process Abandoner Re-engagement Incentive +50% Past Purchaser Loyalty +100% Unprofitable/ Disqualified Negative Exclusion -90% © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37 #AdobeSummit @ChrisHaleua @MeghanConnects Balance the efficiency of remarketing with the reach of dynamic targeting © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects But don’t go over-board with hyper-complex targeting © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Expand Your Fleet Diverge from your normal match type structure © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Dynamic Display DMP DSAs & dynamic GDN remarketing 1st & 3rd party remarketing efficiently expands audience data automate coverage reach identifies lookalikes #AdobeSummit @ChrisHaleua @MeghanConnects Make the Heavy Lifting Dynamic © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects • Capture what would otherwise be too expensive • Capture the final conversion step across channels • Have an open mind on CPA TEST IT OUT Cookie windows ◆ Cross-Channel Data ◆ DMP © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects EYES ON THE PRIZE What value is your remarketing delivering to the bottom line? © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @ChrisHaleua @MeghanConnects Key Takeaways Rowing Boat Motor Boat Cruiseliner Google & AMO AMO & Analytics AMO, AA, & AAM Tag Segment Automate Expand Google only the entire desktop & mobile site through tag manager container tags © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. audience targeting lists according to the level of previous site engagement bid modifiers for audiences to compete for top positions on qualified traffic Fleet targeting to balance efficiency of retargeting & volume of extended reach #AdobeSummit @ChrisHaleua @MeghanConnects Q&A If this session supports questions sent in via the app just go to Summit Interact Your question, or one similar, may already be in the queue Chris Haleua Meghan Falter [email protected] @chrishaleua [email protected] @MeghanConnects © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Go HERE, do THIS, and you could WIN! 1 Download the App • • • • 2 3 Give us feedback It takes less than a minute Log in to your account Survey available as Enable social the sessions start Receive a personalised experience Use the app to interact with Summit © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Win an Apple Watch Sport Complete at least 9 surveys to enter the prize draw #AdobeSummit @ChrisHaleua @MeghanConnects © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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