Targeting Is The New Retargeting Dynamic Retargeting On News Feeds Across The Internet

SMX East: October 2, 2014

Top 3 Tips For Effective Retargeting

Suggested Post

*DWKHU�DURXQG�WKH�ZDUPWK�RσHUHG�E\�WKH�7KH�0DUWKD�6WHZDUW���3LHFH�3DWLR�6HW��/LYHQ�XS�\RXU�JDUGHQ��ZDUP�XS�E\�WKH�ðUH�SLW��DQG�HQWHUWDLQ�\RXU�IULHQGV�LQ�VW\OH�

Home Garden Center /LNH�3DJH

/LNH��÷��Comment��÷��Share

6SRQVRUHG

The Martha Stewart 5-piece Patio Set with Red Cushions - $659. 5-star Rating & 215 Reviews:::�+20(*$5'(1&(17(5�&20

Shop Patio Furniture

Suggested Post

Find Hundreds of Home & Garden Products. Shop Today!

Home Garden Center Like Page

Like��÷��Comment��÷��Share

Sponsored

Shop Outdoor Products Today. Free Shipping on Over 300,000 Items.

WWW.HOMEGARDENCENTER.COM

HomeGardenCenter.com

Be Relevant:"Dynamic Creative

Be Targeted: Segmentation

Be Visible: Native News Feed Ads

1. Be Relevant: Dynamic Product Retargeting

2-5X higher CTR 2X higher ROI

Suggested Post

*DWKHU�DURXQG�WKH�ZDUPWK�RσHUHG�E\�WKH�7KH�0DUWKD�6WHZDUW���3LHFH�3DWLR�6HW��/LYHQ�XS�\RXU�JDUGHQ��ZDUP�XS�E\�WKH�ðUH�SLW��DQG�HQWHUWDLQ�\RXU�IULHQGV�LQ�VW\OH�

Home Garden Center /LNH�3DJH

/LNH��÷��Comment��÷��Share

6SRQVRUHG

The Martha Stewart 5-piece Patio Set with Red Cushions - $659. 5-star Rating & 215 Reviews:::�+20(*$5'(1&(17(5�&20

Shop Patio Furniture

PRODUCT NAMEPRODUCT NAME

PRODUCT DESCRIPTIONPRODUCT DESCRIPTION

PRODUCT IMAGEPRODUCT IMAGE

PRODUCT PRICEPRODUCT PRICE

PRODUCT RATING & REVIEWSPRODUCT RATING & REVIEWS

Ads Are Dynamically Generated For Each Individual User "in Real Time

2. Be Visible: Native Retargeting Where Your Customers Are Already Engaged

NATIVE NEWS FEED"

VS"RIGHT-HAND RAIL

Native retargeting on Facebook works! 10X Higher CTR

Native Retargeting: The Performance of News Feed Retargeting Across The Rest Of The Internet

• Massive inventory on sites like ABC News & The Daily Beast • One integration for all publisher sites

• 100% ROI-driven • RTB-enabled • Powered by dynamic retargeting

*DWKHU�DURXQG�WKH�ZDUPWK�RσHUHG�E\�WKH�0DUWKD�6WHZDUW���3LHFH�3DWLR�6HW�Z��5HG�&XVKLRQV��2QO\���������6WDU�5DWLQJV������5HYLHZV�Home Garden Center 6SRQVRUHG

$G&KRLFHVOutdoor Patio Furniture For Your Home & Garden V  v  

 v  

3. Be Targeted: Advanced Segmentation

Page/Purchase Intent • Home page"

• Product page"• Cart page

Recency"• Visited an hour ago

•Visited yesterday "• Visited last week

Client Specified Segments"• New v. existing Users "

• Site search users • Product price

Audience Segmentation: Page Type

CATEGORY PAGE

PRODUCT PAGE

SHOPPING CART

PAGE TYPE

AUDIENCE SEGMENTATION SUCCESS"AVERAGE 1.5X HIGHER CONVERSION RATE

Audience Segmentation: Recency

2 HOURS 2 WEEKS2 DAYS

AUDIENCE SEGMENTATION SUCCESS"20% HIGHER CTR | 10% HIGHER ROAS

Product Segmentation: Pricing

• FOCUS ON HIGH-END/HIGH-MARGIN PRODUCTS THAT DRIVE INCREMENTAL REVENUE • TIERED OPTIMIZATION STRATEGY BASED ON PRODUCT PRICE OR MARGIN

WALLPAPER: MID-PRICED PRODUCT

STANDARDIZED OPTIMIZATIONS FOR LOW TO MID-PRICED PRODUCTS

REFRIGERATOR: HIGH-PRICED PRODUCT

HIGHLY COMPETITIVE TARGETING SETTINGS FOR HIGH-END PRICED PRODUCTS TO MAXIMIZE REVENUE

Client Success Story

Audience Segmentation with Facebook’s Custom Audiences"Increase Your Reach Across Desktop & Mobile

How to Use It!•  Target users from an email list, mobile app subscribers, or other offline customers"• Reach anyone who visited your website, even if they are not a Facebook fan"• Reach similar audiences who have never visited your site but are likely to convert"•  Leverage precision targeting to exclude certain audiences or include new ones"

What Is a Custom Audience?!• An ad targeting option that lets

advertisers find & target their existing audiences among people who are on Facebook"!Where Are Ads Shown?!•  Facebook’s News Feed Across Desktop

& Mobile"

• Direct marketers need admin access to the Facebook fan page"• Ability to provide at least 600 x 315

product image (and hopefully larger)"

Advertiser Enablers

Be Relevant:"Dynamic Creative

Be Targeted: Segmentation

Be Visible: Native News Feed Ads

• Have a product feed (image, URL, product ID, name, price)"• Ability to place Image Pixel or

Javascript at the Product level page"

• Pixel placement at the segment level"

THANK YOU

John Hamilton john@triggit.com