A Growth Marketing Guide to Retargeting

A Growth Marketing

Guide to RetargetingNathan Zaru

@NEILPATEL @Kissmetrics

#KissWebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics,

he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not

trying to automate everything around him, you can find him hiking in the Sierras.

THUE MADSENMarketing Operations Manager, Kissmetrics

@ThueLMadsen

Performance marketer turned product person. I still want to be a racecar driver when I grow up.

Nathan ZaruGrowth Marketing Manager, AdRoll

@yes

@NEILPATEL @adroll

#KissWebinar

@yes

1 Part 1 - retargeting winsLessons learned from 2.5 Billion impressions

2 Part 2 - retargeting failsWhat thousands of customers did wrong

3 Part 3 - beyond retargetingWhat’s new in the customer remarketing world

TABLE OF CONTENTS

3 Part 4 - goodie bag

WATCH WEBINAR RECORDING NOW

About our data:

● AdRoll has one of the biggest independent datasets in the world● These insights come from 2.5 Billion impressions that happened

sometime in August● Qualitative insights come from our top 40 performing ads in this

period

Lessons learned from 2.5 Billion impressions

retargeting wins

Best ad units: themes and observations

Lessons learned from 2.5 Billion impressions

The best performing ad formats by CTR are...

Lessons learned from 2.5 Billion impressions

1. 970x2502. 300x6003. 468x60*4. 336x280

* desktop only

Lessons learned from 2.5 Billion impressions

“There’s a pretty direct relationship between the total number of pixels in an ad and its CTR, though 468x60 bucks the trend”

Nathan ZaruGrowth Marketing @ AdRoll

“ A bad ad unit can burn your entire budget.

Best creative for ad units: themes and observations

Lessons learned from 2.5 Billion impressions

Negative Space

Lessons learned from 2.5 Billion impressions

Landscape

Lessons learned from 2.5 Billion impressions

Bold and Bright

Lessons learned from 2.5 Billion impressions

Only 10% of the top web ads are animated, less than that on mobile.

Perhaps the truism that animated ads perform better is not true?

Animations

Lessons learned from 2.5 Billion impressions

CTAs

Only half of the top ads have a clear CTA button

webSHOP NOW, SHOP SALE, LEARN MORE, GET THE TOP TIPS, BUY NOW, LEARN HOW

mobile Download the Guide, Search, SHOP NOW, SEARCH NOW, Start Trial Now

The mobile internet does not like all caps? Perhaps CTAs are not always necessary?

Lessons learned from 2.5 Billion impressions

But wait!The truth on clickbait:

Only 1 of the top 50 performing ads are of the “that one weird trick...” variety. The data shows clickbait doesn’t pay, thank goodness.

retargeting fails

What thousands of customers did wrong

● Targeting● Testing and Refreshing● Tracking

But first...

strategy

What thousands of customers did wrong

Vanessa & DanCustomer heroes @ AdRoll

“ 1) What are your goals? 2) What strategies will you use to get

your goals?

Targeting

Engage with users based on their browsing behaviors

What thousands of customers did wrong

https://www.adroll.com/videos/segmentation

Testing and Refreshing

- CTRs decline over time, so you need to refresh- A/B test relentlessly, because you never know what will resonate

What thousands of customers did wrong

Tracking

What thousands of customers did wrong

beyond retargeting

Growth doesn’t stop at just display advertising on the web. In fact there are many other remarketing mediums.

What’s new in the customer remarketing world?

Customer.io

What’s new in the customer remarketing world?

Send the right messages at the right time

What’s new in the customer remarketing world?

Appcues

Build simple in-product experiences without writing code

What’s new in the customer remarketing world?

SendRoll

Automatic email retargeting

one more thing

The Growth Marketing Stack handbook

Subscribe to get first access, we should be releasing it soon.

Upcoming…

Visit www.adroll.com

LEARN MORE

Start optimizing your marketing today with a free trial of Kissmetrics

Nathan ZaruGrowth Marketing Manager, AdRoll

@[email protected]

THUE MADSENMarketing Operations Manager, Kissmetrics

@[email protected]

Questions?