Patrick Conway from AdRoll’s Account Management Team gives expert advice and often-overlooked strategies to deploy in your marketing campaigns for Christmas.

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Hosted by:
Patrick Conway, Senior Account Manager, AdRoll EMEA
Tweet us questions:
@adroll
#semrushlive
Tips and Tricks for Digital Marketing
Campaigns this Christmas

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Online Retail Strategy - Why?

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AGENDA:
1. Four tips to maximise sales this Christmas
2. Customer Spotlight
3. Next steps
4. Q&A

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Tip 4: Be creative with your Christmas ads
Tip 2: Spread Christmas cheer across devices
Tip 3: Expand your reach by retargeting users across
web, social and mobile
Tip 1: Implement segmentation strategy and re-
engagement tactics
Four tips to prepare you for Christmas

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Tip 1: Implement segmentation
strategy and re-engagement tactics

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Increase CPM bids and frequency caps

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Timelines to look out for!
FRIDAY
27
MONDAY
30
TUESDAY
1

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Christmas retroactive segmentation strategy
Christmas
Campaigns

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Christmas loyalty campaign strategy
► Target customers who have purchased in the past
- return users are loyal users - deliver greater value!
► Things to keep in mind:
► How long does delivery take typically?
► Average time for repeat purchase?
► Ads should incentivise customers to purchase again
► Guaranteed Christmas Delivery!
► New products and exclusive offers!
► Free delivery on orders over X value!

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Tip 2:
Spread Christmas cheer across devices

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Christmas mobile strategy
3 of every 4 smartphone owners will use
their devices to research and make purchases
1 in 3 Christmas purchases will be made
on a mobile device
► The Christmas shopping season is a huge event with total retail
sales in the UK alone reaching £104bn in 2014 according to IMRG
► In 2014, Mobile purchases were up 55% on 2013, to £8 billion
eMarketer
► MCommerce to account for ⅓ of UK E-Commerce Sales in 2015

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Spread Christmas cheer across devices
“We know our customers are living in a multi-screen world, and engaging with us
across multiple devices. We wanted to ensure that we were creating a seamless
advertising and purchasing experience regardless of the device.”
— Casey Ueberroth, Senior VP of Marketing at Preferred Hotel Group

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Capture your on-the-go audience to drive
conversions and increase ROI

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Tip 3:
Expand your reach: Retargeting users
across web and social

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Target Christmas shoppers through Facebook

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Facebook Best Practices
► A/B test ad copy by setting up multiple ads with different
ad variations (20% text in images)
► Rotate ads for different Christmas events / promotions
► Newsfeed is great for driving social awareness
► Right-hand Column ads are great for exposure with less
expensive CPMs

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Multi-channel Full Funnel Christmas checklist
❑ Standard Web Retargeting
❑ Facebook
❑ Mobile
❑ Prospecting

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Tip 4:
Be Creative with your Christmas ads

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Christmas ads: Best Practices
Refresh ad creatives every month
► Ads with a strong Call-To-Action (CTA)
– Christmas 2013, advertisers with a strong CTA achieved avg. 32%
higher click conversion rates
► Ads with highly relevant products in addition descriptive text and
offers performed much better than standard ads
► Always highlight sales, key dates, promotions and USPs around the
Christmas period
► Landing Pages
– Goal, competition, short and sweet, strong offer
► Christmas campaigns should have Christmas themed ads!

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Dynamic Ads to scale personalised advertising
AdRoll’s DynamicAds have demonstrated up to a 44% lift in ROI over static
retargeting
“We were able to launch a campaign with DynamicAds in a matter of minutes,
without an engineer. We also really appreciate AdRoll’s great customer service
throughout the process.”
— Chip Tolaney, President, Cultural Elements
Personalise every impression Deliver engaging ads Optimise design elements

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Alex and Ani achieved huge results in Christmas 2013
“Alex and Ani had a high concentration in social which is an area where
AdRoll was a top performer. Working with AdRoll has been efficient,
effective, and seamless.” — Kristin Fernholz, Managing Partner at Fashmark
► Experienced a 6.1x ROI
► Ads with the Christmas promotions drove click conversion rate to 5x
higher than average—resulting in a 14.6% Click Conversion Rate

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Let’s Recap: AdRoll’s Christmas Campaign
Wishlist
You will see higher ROI from Christmas themed ads that clearly show your special promotions and offerings.
Christmas is very competitive. Increase your CPM bid for a greater chance to reach shoppers.
Competitors will likely be making a strong Christmas push. Make sure that you stand out by being in front of your visitors as
often as possible.
App downloads can increase the lifetime value of a customer and encourage them to view more of your products through their
handheld device.
Make Christmas themed ads
Increase CPM bids
Increase frequency caps and Budgets
Incorporate mobile
Use your own site data to retarget visitors on the web’s largest social inventory sources: Facebook
Social platforms
It’s common to remove converted visitors from your retargeting campaign but Christmas is definitely a time to retarget them.
Target past purchasers

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Download the guide now!
Link to guide
https://www.adroll.com/resources/guides-and-reports

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Thank you and Q&A
For additional questions or to set up a
Christmas retargeting campaign, contact:
delight@adroll.com or your account rep.