Retargeting is an online advertising solution that gives you the opportunity to get back in touch with users who have visited your page in the past and have expressed interest in your brand. How does Retargeting work? In short, it keeps track of the user’s browsing, and based on this information, it approaches them again during their browsing, with targeted messages that might interest them. Thus, it makes for an ideal premium tool for any advertiser wishing to: -Achieve considerably higher CTR -Get better results in specific activities (such as increasing the conversion rate) -Effectively approach consumers who have already expressed interest in their services or products. -Enhance their business image -Reduce bounce rate This presentation shows you how to capitalize on Retargeting Advertising through a series of recent best practices from the highly competitive world of e-shops.

1. Retargeting Advertising:
From theory to
(best) practice
Magda Maragkoudaki, ForestView
9th Internet & e-business Innovation Forum @ Athens
December 3rd 2013

2. Retarget Users
Convert Them To Customers

4. Did You Know That…?

6. LaRedoute.gr

7. The Objective
“Boost Sales,
Lower CPC & Cost Per Action,
Improve ROI”

8. The Solution
Facebook
Retargeting

9. How It Works

10. How We Did It
Segmenting Customers Into Categories
Testing Multiple Retargeting Ads
Optimizing Campaigns Daily

11. Segmenting Customers Into Categories
Based on:
Gender
Product Categories Visited
Behaviour i.e. Cart Abandonment

12. Testing Multiple Retargeting Ads

13. Optimization Is Key
Add New Images & Texts Regularly
Test High converting Product Categories
Campaign Reporting & Evaluation Of Results
CPA Optimization so it makes sense to
LaRedoute’s business

14. The Results
Facebook vs. Other Retargeting
76% Lower CPC
89% CPA Decline
2,7% Conversion Rate
1/3 of Post-Click Sales from Cart Abandoners
10x Incremental View-Through Conversions

15. MelinaMay.com

16. The Objective
“Drive Incremental Sales,
Serve Custom Messages To Engaged
Users”

17. The Solution
Dynamic
Retargeting

18. How It Works

19. How It Works

20. The Results
Dynamic Retargeting vs. Other CPA-based Display
16x Monthly Sales
8x Conversion Rate
+19% Average Basket Value Increase
94% Of ForestView Affiliate Monthly Sales

21. Once You Track,
You Never Go Back!

22. Best Practices
Select The Right Audiences
Focus On The User, Not The Placement
Relevancy, Frequency & Sequency
Creative & Custom Messaging Tests

23. The Future Is Already Here
Search & Video
Mobile Retargeting
Retargeting on Social Networking Platforms
Integration of CRM & Advertising Data

24. Thank You!
Facebook.com/Forestview
Linkedin.com/company/Forestview
Twitter.com/ForestView
See the forest for the tree!