When an ad for the pair of shoes you were looking at yesterday shows up on your Facebook page today, you just might reconsider buying them. So while retailers have many new tools to entice customers, retargeting, or the process of focusing advertising on prospects that have already shown interest in your products, is an attractive opportunity.
Speaking last week at the Shop.org Annual Summit, Hafez Adel, senior director of marketing at ReTargeterand Lauren Vaccarello, vice president of marketing at AdRoll, answered questions about this relatively young form of marketing. They described four options:
At Shop.org’s Annual Summit, Indochino’s Chief Operating Officer Sarah Wallis (right) moderates this session on advanced retargeting methods with ReTargeter’s Hafez Adel and AdRoll’s Lauren Vaccarello.
Site retargeting—Displays your ads throughout the web to people who have visited your site.
Tips: Segmentation and personalization increases effectiveness. Consider segmenting by product type or a specific audience group, such as those who view more pages compared to shopping cart abandoners.
Search retargeting—displays your ads throughout the web to people searching for particular keywords.
Tips: Target keywords such as your competitor’s brand names, then create ads that show specifically why you’re better. Coordinating specific landing pages for specific search queries will deliver better results, and as with all retargeting, the more you segment, the better your results will be.
Email retargeting—shows your ads throughout the web to people who have opened your emails.
Tips: Segment your retargeting campaign the same way you segment your email list, then, align your offer and creative with the subject of your email. Adel suggests using a limited time offer and using a dynamic countdown to add an element of urgency.
CRM retargeting—display your ads to people who are in your CRM by marrying your data with other’s existing web online databases
Tip: To be everywhere your customers are, partner with a good data onboarding provider.
A sticking point for many retailers is attribution or how to measure ROI. While both Adel and Vaccarello admitted that attribution models are imperfect, they agreed that it’s best to choose one, simple attribution model and stick with it.
To close, Adel and Vaccarello both emphasized the importance of A/B testing campaigns. While the options are many, the result should always be increasing incremental revenue.
via Shop.org Blog http://blog.shop.org/2013/10/07/retargeting-101-for-retailers/
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