Data-Driven Ad Targeting Strategy: Cricket
About Magnetic
• Magnetic is the leader in search retargeting – 1st company to focus 100% on search retargeting
• Digital advertising = $40B* Market– Display is expected to triple by 2016 - $27B**– Data fuels growth/return of display ads
• Two thirds of digital advertising dollars are spent on search today– The percentage spent on display is forecast to grow over the next 5 years– Limited scale in SEM
• Only 4%*** of time online is spent on a search site– 96%*** of time is spent hanging out on sites with display advertising
• Magnetic is capitalizing on the success of search and the growth in display– Search retargeting uses what you searched for to power display ads on sites you visit
*eMarketer, 2012 **Forrester Research Interactive Marketing Forecasts, 2011-2016***OPA Internet Activity Index, Nielson Online Data, Jan-April 2010
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More than 43% of searches come from non-search engines
Access to non-search engine data is KEY
13 Billion Searches Monthly(beyond search engines)
Data Beyond Search Engines
Understand Your Search Experience
1 What was your last search?
2 Where did you initiate the search?
3 What site did your search lead you to?
4 Did you search again?
Wireless plansCricket ZTE Chorus
Retargeting Opportunity
Initial search Consideration Phase Revised Search
Wireless plans ZTE Chorus
Retargeting Opportunity
Product/Brand research, reviews, prices
The Solution: Search Retargeting
USER SEARCHESFor “phone plan”
or “Cricket phones”
CONSIDERS OPTIONSCricket, Verizon,
T-Mobile
SEES TARGETED ADfor Cricket while in
consideration mode
USER CONVERTSVisits mycricket.com, signs up for Cricket
mobile plan
1
PHONE
1 2 3 4
Search retargeting focuses on targeting customers with display advertising based on user search history
Search Retargeting SuccessPushing consumers through the sales funnel
with search retargeting
CAMPAIGN DETAILS: $100k for two months
CAMPAIGN RESULTS:
• Beat the client’s goal of $100 CPA with a $92 CPA
• Generated over 1,000 conversions• Achieved a 20:1 ROI, reaching over $1.7M
in revenue Wee
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$50
$100
$150
CPA
$100
CAMPAIGN BACKGROUND: A mobile provider focused on driving new 2-year service contracts. To reach relevant consumers, the advertiser targeted users that previously searched for terms related to their competitors as well as keywords relevant to their own brand.
Goal
Actual CPA
Intent-Based Data Strategy
$500KBudget
Conquesting
Brand ExtensionDynamic
Creative
T-mobile
Wireless plans
• Drive new customers through innovative keyword level targeting
• Reach customers that have signaled intent through key brand terms
• Couple site retargeting with Magnetic’s search retargeting offering to re-engage customers based on site and search behaviors
Brand ExtensionUsing Magnetic, Cricket will reach consumers in-market for their products and services
Keyword Examples
Cricket phonesCricket plans
Cricket coverageMuve Music
Keyword Examples
Phone plansCell phonesDroid plans
Smartphones
BRAND CENTRIC
BRAND INDICATORS
Competitive StrategyWireless competitors are everywhere. With Magnetic, Cricket has an opportunity to reach their clientele and attract customers interested in its core competition.
• Target customers searching for competitive keywords
• Increase mindshare through conquesting
• Penetrate new markets with a competitive footprint through the combination of conquesting and geo-based search retargeting
Keyword Examples
Verizon phone plansSprint phonesT-Mobile plans
AT&T plans
BRANDCOMPETITORS
Dynamic CreativeSearch retargeting combines the intent of search with the creative opportunities and scale of display
•Layer specific ad messages & creative over the highest form of intent•Support various campaigns and promotions with dynamic creative
Cell phone planSmartphonesMuve MusicBroadband plan
Cell phone planCell phonesSmartphonesBroadband plansT-Mobile planBlackberry Verizon calling planCheap phone plansCricket phone planMobile phone planCricket ZTE ChorusMetroPCS phonesCalling plansCell phone reviewsBest cell phonesAT&T phone plansVerizon phonesSprint smartphonesBest smartphonesVirgin Mobile phone planAffordable phone planPay as you go phoneSmartphone plansBoost MobileCell phone planCell phonesSmartphonesBroadband plansT-Mobile smartphonesBlackberry phonesVerizon phone plansCheap calling plansCricket calling planMobile phone planCricket ZTE ChorusMetroPCS phonesCalling plansCell phone reviewsAT&T cellphone plansVerizon smartphonesSprint phonesBest cell phonesVirgin Mobile Affordable calling planCell phone pay goSmartphone plansBoost Mobile phonesCell phone planCell phonesSmartphonesBroadband plansT-Mobile smartphonesBlackberry phonesVerizon phone plansCheap calling plansCricket calling planMobile phone planCricket ZTE ChorusMetroPCS phonesCalling plansCell phone reviewsAT&T cellphone plansVerizon smartphonesSprint phonesBest cell phonesVirgin Mobile Affordable calling planCell phone pay goSmartphone plansBoost Mobile phones
Optimization by keyword or keyword type Search patterns, recency of search Audience segment optimization Detailed keyword analysis-relationships
Cell phone planVerizon calling planCricket ZTE ChorusT-Mobile smartphonesMetroPCS phonesCricket calling planBest cell phonesBoost Mobile T-Mobile smartphonesCheap calling plan
Keywords Highest Performing Keywords
Data-Driven Opportunities
Closing Remarks
• Estimated 1.2 Billion searches related to
consumer electronics/year**
• 93% of all buyers, online or in-store, use
search***
• In 2011, more than $1.1 Trillion in retail
sales were attributed to “web-influenced” purchases***
• In 2015, Americans will spend $1.8 billion on mobile devices*
*BBDO, Proximity & Microsoft’s Meet the Screen, 2010**comScore, December 2011***GroupM Search & Kantar Media Compete, October 2011