Holiday shopping’s in full swing. If you’re running retargeting campaigns, make sure they’re as prepared for the season as you are. Online sales are forecast to increase between seven and 10 percent over last year to as much as $117 billion.
We made your list, so check it twice, and take these steps to boost campaign performance during the holiday season.
You’re likely going to see a boost in site traffic (especially if you sell anything that can be given as a gift), which means you’ll see a boost in impressions served and in advertising funds spent. Make sure your campaigns have a proper budget set to guarantee you have enough ad money available for the day, so that you don’t miss out on these potential new customers.
We recommend a 25 to 50% budget increase for the holidays, but you know your site traffic best. Whatever percentage of traffic increase you’re expecting, boost your budget about that same percentage.
Almost all advertisers will increase their spend for the holidays, so you’re going to have serious competition.
With so many advertisers fighting for ad space, it’s not uncommon to see your CPM costs rise during this time of year. To prepare for this surge, make sure you increase your CPM bids across your campaigns. Bidding higher will make your campaigns more competitive and will give you a better chance of serving more ads by winning more impressions. We suggest increasing your CPM bid by 50-100% of the current average CPM cost for the campaign.
Holiday-themed advertising only gets people’s attention during one time of the year, and you should join the conversation your customers are having. Using ads that mention specific events like Black Friday, Cyber Monday, or any of the major holidays can grab a visitor’s attention.
Send a happy holiday message, mention that there are only X number of shopping days left, and give them a reason to click your ads. Use the holidays as a chance to create urgency and you could see a boost in clicks and conversions.
We hope these suggestions are helpful and lead to a profitable holiday season for you and your business. As always, please feel free to contact us with any questions or comments.
From our team to yours—happy holidays!
The Publisher Spotlight is a series where we introduce premium publishers who are using Partner Connect to develop business relationships with relevant and interested advertisers. In this post, we spoke with Kirk Ciarrocchi, Paid Search Marketing Manager at The Sharper Image, an American brand that offers consumers home electronics, air purifiers, gifts and other high-tech lifestyle products.
The Sharper Image is the online place to go for cutting edge gadgets and electronics, as well as luxury home and lifestyle products. Our unique products add style and comfort to any home and also make great gifts for Mother’s Day, Father’s Day, birthdays, weddings, and the holidays. No matter what the occasion is, our customers visit our website to find original and creative gifts. Our top categories include drones, hover boards, air purifiers, massage chairs, audio and sound, travel accessories, and sleep solutions.
With over 500,000 unique visitors per month and over 3 million unique visitors during the November–December holiday season, our website reflects the popularity of our brand.
Our users tend to be very affluent, are not price-sensitive, and are consistently active shoppers. As far as connecting with complementary partners goes, we’ve done similar strategies with our catalog mailing lists, and found a strong connection between our customers and the customers of other luxury living brands.
For instance, we’ve partnered with brands offering goods and services such as wine subscriptions, travel merchandise, performance bicycles, finance and insurance, and home décor. We think that our customer base would be a great fit with a number of different types of retailers.
Other important stats to note are that 91% of our users live in the United States, with a 50/50 split between males and females. Additionally, 92% of our users are over the age of 25, and 72% are over the age of 35.
In developing a more advanced display strategy, our Marin team recommended Partner Connect as a way to share and find highly qualified and targeted audiences. After finding huge success with Marin in our search efforts, being able to leverage Marin in other areas seemed like a no-brainer because we’ve already proven that the technology works, and works well.
We’d love to be able to share our data with other non-competing brands. While benefiting our partners, we hope to learn even more about our customers and their interests.
General conversion metrics about your visitors only tell part of the story. In reality, there are many steps a visitor might have taken before converting on your site. How do you measure the value of your upper-funnel prospecting campaigns, and determine whether they’re providing incremental benefit and driving last-touch attribution and conversion?
Assisted conversions help give you better insight for how other campaigns may have contributed to your final conversion. This insight is important, since it helps you make better decisions on your campaigns and immediately illustrates the value of your top-of-funnel marketing efforts.
Suppose you’re running a campaign where you’re targeting people who visited your website. You have another campaign that targets people who looked at a specific product page on your website, a much more focused group. You’re probably measuring how well you’re targeting website visitors, but you may not be crediting this campaign with any conversions that come from your product page.
In other words, your website targeting campaign alone looks like it’s not providing any value, although it’s pushing customers along
Here’s another example: Suppose your visitor sees or clicks a Facebook News Feed ad, and then clicks a web ad to convert. With general standard conversion metrics, the web ad gets the credit for the final conversion. But, in this scenario, your Facebook News Feed ad should get an assisted conversion credit, since it contributed to the “slam dunk,” as it were.
To read more about assisted conversions and how they contribute to accurate attribution, see Understanding Assisted Conversions.
Pumpkin spice lattes. Cold weather. Football on TV. That can only mean one thing – the holidays are here!
While you’re busy planning your holiday vacation, family meals, or gift shopping plans, remember to schedule a few minutes for your retargeting campaigns. Consumers are ready to spend billions over the next six weeks (especially online!) so make sure you adjust your campaign settings to capitalize on the holiday rush.
Here are a few simple steps you can take to boost your campaign performance for the holidays:
With all that holiday shopping going on, you’re likely going to see a boost in site traffic, which means you’ll see an associated boost in impressions served and advertising funds spent. Make sure your campaigns have a proper budget set to guarantee you have enough ad money available for the day, so that you don’t miss out on these potential new customers.
We recommend a 25-50% budget increase for the holidays, but you know your site traffic best. Whatever % of traffic increase you’re expecting, boost your budget about that same %.
Consumers will be spending a lot of money on products, but that also means advertisers are spending a lot of money on ads. You’re going to have competition! With so many advertisers fighting for ad space, it’s not uncommon to see your CPM costs rise during this time of year. To be ready for this, make sure you increase your CPM bids across your campaigns. Allowing your campaigns to bid a higher amount will make them more competitive and give you a better chance of serving more ads. We suggest increasing your CPM bid by 50-100% of the current average CPM cost for the campaign.
Your potential customers are thinking, talking, and singing about the holidays this time of year. Join that conversation! Using ads that mention specific events like Black Friday or Cyber Monday can grab a visitor’s attention. Send them holiday cheer, mention that there are X number of shopping days left, and give them a reason to click on your ads. Use the holidays as a call to action, and you could see a boost in clicks and conversions.
Create landing pages and content on your site for these holiday events, then create audiences that capture visitors of these pages. (Information about audiences is available here.)
Finally, create campaigns to serve your holiday ads to your holiday page visitors. If they’re coming to your site looking for holiday deals, they are more likely to respond to holiday themes ads.
We hope these suggestions are helpful and lead to a profitable holiday season for you and your business. As always, please feel free to contact us at firstname.lastname@example.org with any questions or comments.
From our team to yours – happy holidays!
It’s good strategy to periodically review your retargeting campaigns to make sure you’re hitting your volume and performance goals. An important part of that is setting the right lookback window for each of your audiences.
This post discusses lookback windows, why they’re important, and how to set or change them in Marin Display.
A lookback window tells Marin Display how far back in time to look in an audience to retarget users. When you create a new audience, Marin Display will automatically start adding visitors to it as soon as they start hitting the pages you’ve chosen. But what if you only want to retarget visitors in this audience for 30 days? Set your lookback window to 30 days and you’ll retarget them up to that number.
Lookback windows play a substantial role in your campaign’s impression volume and spend, as well as performance metrics like click-through rates (CTR), cost-per-click (CPC), and adjusted cost-per-acquisition (aCPA).
If you’d like to increase your campaign’s reach, consider lengthening your lookback windows. That’ll allow you to retarget your audience for greater lengths of time and increase your impression volume. However, keep in mind that your CTR may start to drop if you set too long of a window.
If your campaign’s reach is limited by your budget – or if you’d just like to give a boost to your CTR, CPC, or aCPA numbers – consider shortening your lookback windows. This will eliminate impressions you’re serving to your most distant visitors. As you free up budget to retarget your most recent and engaged visitors, you should begin to see more clicks and conversions in your campaigns.
When creating or editing a campaign, your first task is to select the audiences you’d like to retarget, and set your lookback windows for each audience. In the box labeled “Targeting”, look for the “Lookback Window” fields and enter a value for each audience you’d like to target or exclude:
You can set lookback windows for a specific number of hours, days, or months. If you’re new to retargeting, or have recently started retargeting a brand new audience, we recommend starting with a window between 30 and 60 days to get a feel for performance.
Lookback windows work for exclusions, too. In the example above, we’ve created a cart abandonment campaign that excludes customers who’ve made purchases. If you’d like to exclude your customers from your campaign for a specific amount of time before potentially retargeting them for repeat purchases, you can use a lookback window to achieve that goal.
For more information on lookback windows and campaign setup, check out our knowledge base.
The countdown for the holiday season is on – which means now’s the perfect time to review your retargeting strategies and adjust accordingly. To ensure your retargeting campaigns are delivering the right message to the right audience, audience segmenting is essential.
This post covers audience segmentation and the types of audiences you should have in your holiday campaign.
Using your visitor intent data, segment your visitors into several groups, depending on the page they’ve visited.
Once you’ve segmented your visitors this way, set up a number of high intent and low intent retargeting campaigns. Each campaign should have specific messaging and creative for the intended audience.
High Intent: Cart Abandonment
To set up a Cart Abandonment campaign, target users who’ve viewed the cart page but haven’t completed the checkout steps. With this campaign type, you can advertise a special holiday discount code or free shipping to get visitors to complete their purchase.
Low Intent: General Branding and Awareness
A General Branding campaign targets users who’ve visited your site but bounced off the home page. So, target the home page audience and exclude all other audiences.
Medium to High Intent: Add to wish list
This unique campaign type is one you can have during the holiday season to spread general brand awareness, or to target users with dynamic ads based on the products they’ve added to their wish list.
Important note: When setting up any of the above campaigns, always exclude users who’ve already converted. This’ll prevent you from spending your budget on users who’ve already made their purchase and may no longer be a good fit for the campaign.
Audience segmentation is key to having impactful campaigns and is the foundation to retargeting success. The above campaigns are just a few examples of what you can create with segmented audiences.
If you’re new to Marin Display, try it for free and get a $100 credit toward your first retargeting campaign.
In the old days of advertising, the name of the game was reach and frequency. Brands preferred mass media vehicles like television and radio, because they were the easiest means to reach large audiences and build brand awareness. Obviously, this meant the most effective advertising campaigns were dominated by the biggest brands with the largest marketing budgets.
If you’ve been reading our blog then you don’t need to be sold on the ways retargeting can help your business. However, putting everything together – building audiences, managing campaigns, optimizing performance, etc. – can sometimes feel overwhelming. This is especially true when retargeting is just one of the many marketing strategies that you focus on.
To help you out, we’ve teamed up with HubSpot, the world’s leading inbound and sales marketing platform, to bring you a free eBook, titled The Beginner’s Guide to Retargeting. In addition to providing context on the types of retargeting and the different ways it can help your business, we’ve collected some of our favorite tips and best practices for getting started, running your campaigns, creating good ads, and measuring and optimizing your performance.
Download the free eBook now and start learning how to use retargeting to increase leads and traffic today.
A couple months ago, we announced a partnership with HubSpot. We’ve since been helping joint HubSpot and Perfect Audience customers connect their inbound and outbound marketing efforts more seamlessly. By automatically building retargeting lists based on HubSpot landing pages and Smart Lists, we’ve made it incredibly simple for HubSpot customers to build targeted, intelligent retargeting campaigns that help give more legs to their inbound marketing tactics.
Now, we’re taking it a step further. At the INBOUND 2015 Conference, HubSpot announced the launch of HubSpot Connect. We’re proud to have been introduced as a launch partner, and the only retargeting solution amongst their network of partners.
Today, marketers expect to interact as one cohesive company that shares data and customer information across departmental lines. They don’t think about the different departments they’re interacting with or who’s responsible for what. Instead, they have the expectation that everyone in a company is able to work together to solve customer problems quickly and effectively.
Taking this even further – marketers are looking for ways to optimize their campaigns and reach the right audiences at the right time. For many HubSpot customers, though, outbound advertising and retargeting are new. It can be challenging figuring out how to set up the right types of campaigns, develop good creative, and determine how much to spend on your marketing efforts.
Because of the Perfect Audience and HubSpot partnership, all of this is now a lot easier. By creating audiences automatically from your landing page and Smart Lists, you can start your marketing efforts by targeting the audiences that are most valuable to you. From there, you can gradually test new campaign ideas by tagging the rest of your site and creating new audiences. So, not only do you have a cohesive, automated marketing experience – you’re making it work even more for you, to grow your audience and achieve new and better outcomes.
If you’re a HubSpot customer who uses Perfect Audience, make sure to try the integration and let us know what you think about how we can make it better. We’ve already received a lot of great feedback and will continue working on strengthening our partnership.
If you’re reading this from HubSpot’s INBOUND 2015 conference, stop by and say hello!
In the obituary for Adobe Flash, September 1, 2015 will stand out as the day Google felled Adobe Flash with a mortal wound. As was originally reported in the Wall Street Journal, Google announced that its Chrome browser will block Internet ads that use Adobe Flash technology. With Chrome holding 60%+ market share, this essentially means Flash has become exceedingly irrelevant for advertisers.
The move to a Flashless future shouldn’t come as a surprise to advertisers. The increasing focus on mobile – and Flash’s non-existence on that platform – means that many advertisers are already migrating their rich media creative to be built using HTML5, in order to maximize efficiency and reuse creative assets across their desktop and mobile ad campaigns. Other trends like YouTube ditching Flash for an HTML5 player also helped marshal that change along for desktop rich media advertisers.
However, not everyone’s updated all their creative assets, so this switch will have an impact for some advertisers, at least in the short-term. Here are a few immediate recommendations for how to reduce the short-term impact while you rebuild new HTML5 rich media creative:
Odds are the demise of Flash hasn’t impacted you as much as you’d expect, with all the headlines raised in the past couple days (incrementally so if you’re a Marin Display or Perfect Audience customer, as we’ve never been Flash ad proponents). But, hopefully these recommendations will help you minimize the repercussions while you update your ads.
What do you do after you’ve clearly defined the KPI’s and benchmarks you need to hit in order to consider your business to be successful?
You may have read our previous post on getting started on the path to figuring out how you want to define your business success by nailing down KPIs and benchmarks. But what now? We have 5 next steps for what’s to come using Perfect Audience.
Ensuring you have a conversion set up properly in Perfect Audience is critical for executing a successful campaign. There are a few things to consider here. If your KPI is a certain CPA, then you can assign a Revenue Value to each conversion while setting up your goal using the process above.
You can assign a Revenue Value by going to Manage > Conversions > Editing a Conversion Goal.
If your KPI is ROI, you will want to pass your revenue back to us dynamically. When placing your site tracking tag on your website, make sure to include the “pa.revenue” portion. Perfect Audience will apply the appropriate revenue value to each conversion, and display the total in your dashboard. When you hover over the revenue value you can easily see the Post-Click and Post-View value’s broken out. You can quickly see your revenue at a glance and compare to the cost of the media.
Read more about calling in revenue dynamically here.
Another thing to consider when setting up your conversions is your attribution settings. You can set different conversion windows and attribution rates for CTC and VTC. These will be applied to your aCPA in the dashboard. Keep in mind that your aCPA accounts for your attribution settings. For example, if you choose to give 50% attribution to VTCs, we’ll reflect that in your numbers. You can also hover over the CPA to see the Post-Click CPA at a glance. This can be a helpful indicator of your percentage of Click to View conversions.
Utilizing the sort function can help prioritize high CPA campaigns with one touch. Just click on the column heading and it will sort from highest to lowest CPA. You can easily manage your budget by moving money to the campaigns with lower CPAs. In the example below the weekly budget is higher for the most efficient campaigns.
Once you have launched your campaign and gathered some data, you can refine your benchmark. If you set your KPI too high and you are not meeting your goal, you may need to optimize toward achieving those goals. If you are still not able to obtain the goal, you may need to consider whether or not you’ve set it too aggressively.
Always remember it is important to define your goals prior to launching a campaign.
If you have anything to add, please feel free to leave us a comment in the comments box below to keep the conversation going!