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Page 2: Social Retargeting: A Q&A with AdRoll

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Advertising

Looking for fresh ways to extract real business value out of your social media

efforts? The next chapter in our new webinar series is sure to have the answer.

On March 12, Sprout Social will host a special online discussion with AdRoll —

the global leader in retargeting — to address the “5 Best Practices for

Integrating Paid and Organic Social Media.” We invite you to register today to

get actionable insights into how your company can craft a more prosperous

social presence for tomorrow.

Gregory Kennedy, AdRoll’s Director of Content Marketing, gives us a preview.

For those new to retargeting, can you give a briefoverview?

GK: Retargeting is a form of programmatic advertising that allows brands to

serve personalized ads based on the behavioral data they collect on their

website or from their customer relationship management (CRM) system. By

placing a simple pixel on their site, brands can customize ads they serve to

people based on the way they’ve interacted with the brand. Past site visitors will

see ads tailored to their interests when they navigate to their favorite blog, news

site, or social network on desktop and mobile.

FREE TO O LS

C O NNEC T

Visit our social mediachannels:

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Page 4: Social Retargeting: A Q&A with AdRoll

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What’s the biggest misconception aboutretargeting?

GK: That it’s a bottom-of-the-funnel tactic that only applies to online retailers.

While retargeting was originally dubbed an easy way to convert shopping cart

abandoners, brands across all industries are using retargeting for a variety of

functions, including brand awareness, customer retention, and lead nurturing.

As the technology has matured and marketers have become more savvy,

advertisers are now using retargeting throughout the customer buy cycle. B2B

tech companies are using it to promote their content (webinars and white

papers) to pull qualified leads into their sales funnel. Retailers are retargeting

loyal or previously engaged customers that may have attended an in-store event

or purchased last season. Travel companies are targeting folks, using dynamic

creative to engage and educate previous customers on promotional deals.

Why should brands employ retargeting on socialmedia?

GK: In a recent study we conducted of 1,000 marketers, retargeting was the

single hottest topic. Social media is an essential tool to engage consumers in a

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Page 5: Social Retargeting: A Q&A with AdRoll

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two-way conversation. It’s also the place where consumers are spending most

of their time. With native formats and a mobile-friendly user experience (UX),

social media platforms like Facebook and Twitter have become one of the best

places to advertise. In fact, AdRoll clients see 184 percent more impressions,

205 percent more clicks, and 218 percent more conversions when adding

Facebook to their web retargeting mix.

VIEW MO RE ARTIC LES →

How to Use Hashtags onEvery Social MediaNetwork

Page 6: Social Retargeting: A Q&A with AdRoll

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How can brands effectively segment theiraudiences with retargeting?

GK: One of the biggest benefits of the AdRoll platform is that we make it easy

to get started with segmentation. Here’s an example for an online retailer.

Products viewed: serve ads to consumers that visited your product

catalog.

Shopping cart abandoners: for users that put something in their online

shopping carts without making a purchase.

Previous seasonal purchasers: use an email list of people who

purchase during your March Madness sale last year to retarget them

leading up to the event.

What’s a good example of paid and organic socialmedia complementing each other?

GK: One example is Alex and Ani. The jewelry retailer does an amazing job of

Page 7: Social Retargeting: A Q&A with AdRoll

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maintaining a consistent voice and using beautiful, dynamic creative for their

paid and social campaigns. They leverage real-time organic conversation with

real-time bidding strategies, which complement each other nicely. Their ability

to create innovative campaigns on both sides of the spectrum has helped the

brand skyrocket year over year.

Learn More

Join AdRoll and Sprout Social for the upcoming webinar “5 Best Practices for

Integrating Paid and Organic Social Media.” Register below.

Page 11: Social Retargeting: A Q&A with AdRoll

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for Engagement and Analytics.

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Management & Insights.

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tool.

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