The document discusses best practices for retargeting across search, social media, and display advertising channels. It finds that over 75% of marketers are already retargeting on search and that retargeting significantly improves key metrics like click-through rate and cost-per-click. The document outlines seven best practices for cross-channel retargeting, including starting with broad audience lists and segmenting based on user behavior, using search intent to create targeted lists, matching messaging to customers' purchase journey, testing performance through lift tests, making data accessible, maintaining brand image, and expanding reach through partner retargeting.

1. Retargeting Practices and
Recommendations across Search,
Social and Display
August 2014
Brad Flora
Sr. Dir. Product Management, Marin Software
Co-founder and former CEO, Perfect Audience
Brian Sim
Product Marketing Manager, Marin Software

2. Agenda
 Retargeting practices survey results
 Cross-channel retargeting performance benchmarks
 Best practices for retargeting on multiple channels

3. The case for retargeting
The path to purchase is complex and takes time and multiple steps

4. Who’s retargeting? Everybody’s retargeting!

5. Why retarget? Because retargeting is an awesome conversion driver
Retail B2B
With Google RLSA, Marin Software
clients have seen CTRs with up to 3x
higher and CPCs up to 50% lower vs.
non-RLSA search campaigns
 400% increase in CTR on Dynamic
News Feed ads
 300% increase in CTR on Dynamic
Sidebar ads
 7x ROI on Click Through Conversion
Revenue
 Increased incremental revenue
134% with Facebook Retargeting
over 6 months
 Lowered CPA by 24% for
retargeting on GDN
Search

6. Over 75% of marketers are already retargeting on the search channel
What channels are marketers running retargeting
campaigns on?

7. Search retargeting is as prevalent as site retargeting
What types of retargeting do marketers do?

8. Search retargeting combines intent and behavioral cues to retarget
Prospecting?
Intent Data?
Ads on Search Channel?

9. Retargeting performance across search, social and
display

10. RLSA campaigns performed significantly better vs. non-RLSA
RLSA campaigns had 2-3x
higher CTR compared to non-
RLSA campaigns
CPCs for RLSA campaigns were
lower compared to non-RLSA
campaigns

11. Retargeting on both social and display improves performance
 Prior research has shown a
multiplier effect when marketing
across channels (non-retargeting
ads)
 A similar effect shows when
retargeting

12. Why does retargeting on social and display improve results?
 For customers
 Increase trust
 See value in the product
 Purchase criteria is positively reinforced
 For marketers
 Better understanding of cross-channel performance
 Better budgeting, targeting and campaign optimization

13. 7 best practices for cross-channel retargeting success

14. Marketers identified 4 major challenges with retargeting
Getting volume for
retargeting lists
Performance not
meeting expectations
Lack of transparency
Attribution difficulties

15. 1. Start broad, then segment on action and characteristic
Test additional segmentation
within each bucket:
• Demographics (3rd party data)
• Intent (search data)
• Proprietary 1st party data
(CRM)
All site visitors
Product Page Visitors
Cart Abandoners
Purchasers
Higher efficiency Higher volume

16. 2. Use search intent to create smarter audience lists
Right ad?
“honda
accord
financing”

17. 3. Segment messaging to move customers along the buying journey
Broad message and
creative recaptures
attention
Transaction-related
ad content
Targeted
Call-to-Action

18. 4. Use lift tests to attribute retargeting performance
The problem:
American Apparel wanted to prove that
retargeting ROI was positive and not
“stealing conversions” from other ads
The process:
American Apparel set up lift tests by
setting up Facebook retargeting and
contrasting it to a control group
The results:
Saw a 400% increase in ROI on
Facebook retargeting without a
conversion dip in other ad sources
proving revenue growth was
attributable to new customers

19. 5. Ensure all your data is readily available to you
See all
your data
How are they
bidding?

20. 6. Maintain brand image by fine-tuning campaign controls
Frequency caps
Relevant creative
Publisher Transparency

21. 7. Efficiently expand reach with partner retargeting
 Retargeting has the inherent downside of targeting only users who’ve
been to your site
 Expand that universe of visitors strategically
Partner Connect is the first partner retargeting marketplace where
marketers can cost-effectively reach unique audiences by retargeting
partner audiences

22. Partner retargeting: Targeted audience expansion
Sock company Shoe company
Questions to ask:
 How relevant is my product/service be to my partner’s visitors?
 Will my partners help me achieve scale? Or do they help me target a niche?

23. Partner retargeting: Cross-promotions with new and existing partners
Anti-virus PC Company
Questions to ask:
 Do you have existing marketing partners whose visitors would be valuable targets?
 Would retargeting help improve performance of an existing co-marketing effort?

24. Partner retargeting: Create an internal retargeting network
Questions to ask:
 Can a smaller brand “jump start” growth by retargeting a larger brand’s audience?
 Is there a series of “step up” brands that target customers through different life
stages?

25. A best practices recap
1. Build broad lists, then segment on action and characteristic
2. Use search intent to create smarter audience lists
3. Segment messaging to move customers along the buying journey
4. Use lift tests to attribute retargeting performance
5. Ensure all your data is readily available to you
6. Maintain brand image by fine-tuning campaign controls
7. Efficiently expand reach with partner retargeting

26. Q&A

27. Thank you!