Stop Targeting Everyone: They Don't Want Your Ads and Won't Drive Leads or Conversions By Jennie Choi

#SocialPro #22B @marcusaagency
June 21,2016
Stop Targeting Everyone:
They Don’t Want Your Ads and Won’t Drive Leads or
Conversions

Resume:
§  6+ Years in digital advertising
§  Digitas, MEC
§  Clients: Payless, Rite Aid, AT&T
Fun Fact: Disney addict
WHO AM I?
Jennie Choi
Marc USA|Results: Digital
Paid Social Manager

1.  Local awareness
ads
2.  Align targeting and
creative with TV
spots
3.  CRM targeting
WHAT WILL I COVER?
§  Drive online leads
§  Drive conversions
in-store & online
3 ways to Improve your Targeting & Results

§  “It takes two to speak the truth: one to speak, and
another to hear.”- Henry David Thoreau
§  Social is the future, especially now that you need
to pay to play. Everyone is on social media, if you
don’t spend wisely, you’ll run out of money! SO –
only speak to those who want to hear.
OVERVIEW

1. LOCAL AWARENESS ADS
• Apparel retailer wanted to push coupon redemptions
Situation
• Targeting users with local awareness ads and radius geo-targeting will reach people actively in the
perfect location, creating more urgency and coupon redemptions
Hypothesis
• Drove digital media on other channels (display and remarketing) along with Facebook local awareness
ads
Approach
• "After we ran the local awareness campaign, we saw a lot more first-timers coming into our Las Colinas
location. We still have our regulars, but they're interspersed with an entirely new crowd now.” – Chris
Dahlander, CEO Snappy Salads
Industry Comments

§  Reached the right people, at the
right time based on recent locations
when enabled for Facebook
§  Local awareness ads used radius
and demographic targeting
§  Facebook local awareness ads
drove more efficient coupon
redemptions compared to other
online, national tactics

•  Any brand with in-store locations trying
to drive offer redemptions
Who should use this tactic?
•  If you want to target people near your
store locations
Why should you use this?
•  Store locations, an enticing offer, and
creative that speaks directly to these
users
What do you need to
achieve this?

2. ALIGN TARGETING & CREATIVE WITH TV SPOTS
• National chain of convenience stores wants to increase awareness and leads for new loyalty program
Situation
• Aligning targeting, creative messaging, video asset, and timing with TV spots will lead to better
engagement and more leads since users are primed from the TV spot
Hypothesis
• Pushed message through multiple screens using messaging that spoke directly to users
Approach
• After seeing an ad on TV and Twitter, buyers are…
• 6x likely to retweet an ad
• 5x more likely to follow the brand on Twitter
• 4x more likely to Tweet about the brand
• 3x more likely to visit the brand’s website
Industry Trends according to Twitter

§  TV Targeting used to reach users
exposed to TV spots by targeting
programs and networks the spots
were aired on
§  To activate the community, the brand
reinforced TV messaging on Twitter
through native video
§  Ads were both timely (airing during
small window before/after programs
ran) and engaging (strong CTA),
helping to drive success
•  Aired during “The Bachelorette”
•  Total Video Views: 8.4K
•  Cost-Per-View: $0.24
•  Engagement Rate: 9% - this
surpassed the quarterly
benchmark by 311%!

§  Although video partners drove
more clicks and video views,
Twitter drove more leads
§  More leads were driven using
TV targeting, indicating higher
quality traffic driven by aligning
creative with timing
0
20
40
60
80
100
120
Leads
Twitter Video Partner
0
500
1,000
1,500
2,000
2,500
3,000
Clicks
Clicks
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Video Views
Video Views

•  Any brand trying to increase
engagement and awareness of video
messaging
Who should use this tactic?
•  If you want to reach users on multiple
screens, to ensure your video resonates
with them
Why should you use this?
•  Closely align with your traditional team to
provide insight into programming, timing,
and messaging
What do you need to
achieve this?

3a. CRM TARGETING
• Apparel retailer wants to increase conversions both online and offline
Situation
• By targeting ads to an audience created from a CRM list, both online and in-store activity will see a lift
Hypothesis
• Took test markets, identified non-testing markets and compared the two to understand the lift in stores
Approach
• “To exploit the true potential of social media, companies should focus on social CRM and deliver
competitive advantages to the customers in terms of offerings and values”- Alok Nayak, Global Digital
Strategist
Industry insights on CRM data

§  Best performing audiences
included current and lapsed
customers
§  Drove the highest lift in
conversions
3a. CRM TARGETING
§  Greater return in markets with
CRM targeted Facebook ads
§  Conversions saw positive
impact from overall test
+1.3%
Conversions for
Current
Customers
+0.9%
Conversions for
Lapsed
Customers

3a. CRM TARGETING
•  Any brand with existing CRM data on current and
lapsed customers with the goal of driving conversionsWho should use this tactic?
•  If you want to drive more conversions both online and
offline by actively targeting your best usersWhy should you use this?
•  CRM data and creative that speaks directly to these
users, including a strong call-to-action
What do you need to
achieve this?

3b. CRM TARGETING
• New loyalty program released for a national chain of convenience stores, but leads were not being
driven. Users were not signing up and instead, relying on the old program
Situation
• CRM data of users who signed up for the previous program but did not transfer to the new program are
the most qualified users to target
Hypothesis
• Used Facebook along with other tactics to drive completed leads
Approach
• “CRM Will Be at the Heart of Digital Initiatives for Years to Come” - Joanne Correia, research VP at
Gartner
Industry insights on CRM data

§  CRM targeting was very successful
§  Drove 4,600 leads
§  Cost per Lead below $10
§  Interest targeting was less successful
§  Less than 100 leads
§  Much higher CPL of $245
3b. CRM TARGETING
0
2000
4000
6000
Volume of Leads
Interest Targeting
CRM Targeting
$0
$50
$100
$150
$200
$250
$300
Cost per Lead
Interest Targeting CRM Targeting

§  Interest + CRM targeting on Facebook
proved to be more successful at driving
leads compared to other tactics when
using video link ads
3b. CRM TARGETING
§  Facebook had higher Cost per View
than Video Partner but was the more
successful tactic at driving leads from
video views
0
20
40
60
80
100
Volume of Leads
Facebook Video Partner
$0.00
$0.01
$0.02
$0.03
$0.04
Cost per View
Facebook Video Partner

3b. CRM TARGETING
•  Any brand with existing CRM data that could be
leveraged to find the most qualified audienceWho should use this tactic?
•  If you want to run a highly efficient campaign by
actively targeting your best usersWhy should you use this?
•  CRM data and creative that speaks directly to these
users
What do you need to
achieve this?

WHAT YOU SHOULD TAKE AWAY FROM THIS
SESSION….
What we covered!
•  CRM Targeting
•  Aligning TV and Digital
•  Reaching the right people, at
the right time
Who does this work for?
•  Retail
•  Loyalty Programs
•  Branding
•  ANYONE with CRM data
Don’t forget!
You know your business the best!
These tactics should be a
supplement to other channels
These tactics help
everyone!
Tactics should be used to
support other media, like
offline media by aligning
messaging and targeting the
most qualified users

THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!
Any Questions or Want to Chat?
Jennie Choi
jchoi@marcusa.com

Stop Targeting Everyone: They Don't Want Your Ads and Won't Drive Leads or Conversions By Jennie Choi

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Stop Targeting Everyone: They Don't Want Your Ads and Won't Drive Leads or Conversions By Jennie Choi