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#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.
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 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
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Chris Haleua
Meghan Falter
[email protected]
@chrishaleua
[email protected]
@MeghanConnects
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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