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* What are your goals for retargeting campaigns? Do you measure them based on conversions, brand lift / awareness, shortening the sales / activation funnel? Something else?
* How do you segment your retargeting campaigns based on how much interest a visitor has demonstrated?
* Where do you direct people from your ads and how does this vary per segment? (Product / feature related pages, homepage, content?)
* Content retargeting – When you're retargeting people who've read your content, what type of ads and destinations work best to convert them to signups?
* Retargeting is usually used to drive new signups. Thoughts on using it to activate users that have signed up for a SaaS product but haven't used it?
Would love any recommendations here, especially if you've worked with a developer product. Thanks!

  • MB

    Morgan Brown

    about 4 years ago #

    Hey Diana,

    I can share a couple of learnings from the retargeting work I've done over a few projects. These are pretty stream of consciousness so feel free to ask for more detail/etc.

    Goals of retargeting: Our goals for retargeting are to engage visitors who interacted with the brand a particular stage in the funnel/user lifecycle and re-engage them at the next level/step in the sequence. So you can break up campaigns along those lines:

    - people who read the blog are one retargeting audience who gets pointed to webinars, whitepapers and demos
    - people who hit the pricing page get targeted with trial and demo CTAs
    - people who attended a webinar get targeted with demos and further product information (success stories, etc.)
    - people who abandon a cart are retargeted with those items with an attempt to buy

    Segmentation: I kind of touch on this above, but I try to segment by lifecycle stage where possible. In reality, some early state efforts don't lend themselves to overly granular segments because the audiences become tiny and the time/effort isn't worth the outcome until the audiences get bigger at each segment.

    Where to direct people: It depends on the campaign, but it is typically back to a landing page.

    Content retargeting: The best conversions that I've seen are for softer conversions that ease people down the funnel. Such as you read this ebook or blog post now register for this webinar.

    Reactivation: At Qualaroo some of our best conversions off of our retargeting are for trial activations. So people sign up for a free trial, don't put the code on their site or whatever, see a retargeting ad for Qualaroo and then come and finish the installation. There's a non-trivial number of activations that we can attribute to the retargeting efforts.

    • AC

      Alex Chaidaroglou

      about 4 years ago #

      Great insights Morgan.

      From most of those people I assume you already have their email. So, I guess you also send them emails for each of those steps (except the first, which is when people visited your blog).

      Can you pinpoint about how much extra sign ups (or any other KPI) retargeting brought you, in contrast to your emails?

      Example:

      When someone visited a webinar, we were sending them an email to do xyz.
      Of those people 20% did it.

      Now with retargeting, we manage to get 30% of people to do xyz after a webinar.

      • DS

        Diana Smith

        about 4 years ago #

        Thanks for your thoughts, Morgan! That makes a lot of sense. And also a good question, Alex. I think you can do this through UTM parameters, and measure which ad or email people come from before they make the conversion action. It also would be interesting to measure the frequency of touches needed (via retargeting + email) on average to convert a customer.

        • AC

          Alex Chaidaroglou

          almost 4 years ago #

          Thanks for the reply Diana. Indeed, this seems to be the case, I will use UTM parameters more often from now on. That would be very interesting to measure, but I don't know any other way to do it, other than using software.

    • JP

      Joseph Putnam

      about 4 years ago #

      This was extremely helpful. Thanks, Morgan.

    • SC

      Shana Carp

      about 4 years ago #

      doesn't this assume quite a lot about how people are interacting with the marketing material?

  • YK

    yael kochman

    almost 4 years ago #

    I recently heard toe CMO of myThings - one of the biggest retargeting companies- talk about this very subject, and she gave a quick check list:

    1. Create great content that’s relevant to your audience.
    2. Use different formats to deliver your content: articles, presentations, infographics, etc.
    3. After user leaves the content, retarget her with one simple message to remind her of your brand.
    4. When the user clicks on an ad, direct her to a specific landing page that repeats the message she saw in the ad and strengthens it.
    5. When possible, use advanced tools to create dynamic ads that deliver real time generated messaging based on the user’s interactions with your content.

    I am just starting out my first retargeting campaign for Roojoom's blog and this thread has some great insight. Thanks Diana for asking this question!

    • PJ

      Paul Jacobson

      almost 4 years ago #

      On one hand this is pretty straightforward advice, very personal and direct. On the other hand, it can become a pretty involved and complex process.

    • IU

      Idoia Urzelai

      over 3 years ago #

      Thanks for sharing Yael!

  • AS

    Ashley Sims

    about 4 years ago #

    Morgan- great insights on how to retarget people based on what page they visited/what their actions were. We typically remarket based on a timeline with generic copy and have found that profitable.
    http://cardinalwebsolutions.com/blog/away-re-engage-leads-remarketing/

  • DS

    Diana Smith

    almost 4 years ago #

    Thanks for all the feedback! I wanted to share that we've found targeting messages based on the page a user saw has been very effective.

    Viewed Docs > Code related, developer message
    Viewed Pricing > Free trial CTA
    Viewed Blog > Content suggestion

    We've found doing Facebook, Twitter, and web retargeting have all been profitable. (how we're measuring what to spend here: https://segment.com/blog/calculating-customer-acquisition-costs/)

    I do have another question to add after running these experiments – How are you measuring the value of View Through Conversions on retargeting? The main question becomes, "would this person have signed up for my service anyway if they didn't see the ad, as they already registered interest from viewing my site?" Ideally you could measure how seeing an ad increases time to signup or time to activation, but in practice this is pretty difficult. Thoughts?

    • JW

      Jessie Wood

      almost 4 years ago #

      This is similar to the multi-channel attribution problem, meaning it's hard to know what's actually going on there. You can never really know what *really* sparked their decision to buy/sign up, just like it's not really appropriate to attribute a signup to the direct source. (i.e., just because someone signed up after coming from Twitter doesn't mean it was the only factor -- usually people see a product mentioned in a blog post, then in a FB ad, then a comment somewhere, then maybe they see it on Twitter and only then decide to sign up -- for example. Does that mean Twitter should get all the credit? Definitely not, but that opens a can of worms.)

      So short answer is no (as far as I know, but I can't really see how it would be possible).

    • DS

      Diana Smith

      almost 4 years ago #

      * decrease time to signup & activation

  • SC

    Shana Carp

    about 4 years ago #

    there are no right answers for this. It depends on your strategic kpis and how you back out numbers. It also depends how many touches you need to a conversion - look up effective frequency

    http://www.bayesianwitch.com/blog/2014/effectivefrequency.html

  • JM

    Jack Meredith

    about 4 years ago #

    @morgan really nailed it. I came here to mention a new product I found called primeloop (primeloop.com). It allows you to add a retargeting pixel on any link you share. Haven't had the time to really utilize it yet but hope to experiment within social media marketing efforts.

    • AZ

      Aaron Zakowski

      almost 4 years ago #

      @jackmeredith I've had this GH discussion open on my browser since last week and finally had time to read it today. As it turns out, I just spent half my morning today trying to figure out a solution just like primeloop. I think this is exactly what I need for a Facebook ad campaign that I am running for a client. Thank you my friend!

  • PJ

    Paul Jacobson

    almost 4 years ago #

    This is fascinating, it adds a whole dimension to content marketing.

  • TK

    Tal Keinan

    almost 4 years ago #

    One thing that is important to consider is the type of site and size when setting up a retargeting campaign. Setting up segments for a B2B SaaS software is very different than how one should go about it for an eCommerce site..

    SaaS solutions, generally speaking, have a more straightforward site structure, and it is easier to bucket users based on their progress in the funnel. Morgan Brown did a good job explaining how to segment users and associate the proper creative based on their actions. Once this is done, one should simply observe the impact each campaign is having as far as clicks / conversions, and adjust the bidding strategy accordingly.

    For ecommerce, one can similarly segment users based on their funnel location (home page, search page, product page, cart page), but it's not as effective. eCommerce sites are far more complex, and it is important to differentiate users based the actual products that they looked at.

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