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At my present company (online loans to consumers), I'm looking to ramp up our retargeting. What agencies / tools have you found useful? Presently reaching out to criteo, adroll, conversant, retargeter, simpli.fi, and perfect audience. Thanks!

  • BF

    Brad Flora

    over 4 years ago #

    I'm co-founder of Perfect Audience. Here are some things to consider:

    1. Criteo is heavily retailer-focused, so not a great fit for you.
    2. Conversant and Retargeter have fancy sales teams and weak products/tech.
    3. Adroll and Perfect Audience have great tech and both work with a lot of finance firms.

    You should talk to both of us and then see if you like either of us. We can both do managed service or self-service and have good products.

    Also, happy to answer any questions you or anyone else might have on here.

    • CB

      Charlie Benkendorf

      over 4 years ago #

      Thanks Brad! Happened to already have a call scheduled with PA this week :). My biggest question was whether you have to use Marin in order to use PA, but seems you can use "Marin Display" (is that the name for PA now?) stand alone.

      • BF

        Brad Flora

        over 4 years ago #

        Hi, Charlie!

        No, using Marin for Search or Social is not required to use us for display. It's recommended but not required by any means!

  • AH

    andrew hickey

    over 4 years ago #

    I've used nearly everything mentioned so far. All are decent. I've had recent success with LinkedIn's Lead Accelerator (LLA) product. It's basically retargeting built to deliver sequenced messaging. There's a lot of room for improvement of the tool itself, but it works better than any other type of retargeting I've managed.

    Couple things to keep in mind (a.k.a. - this tool probably isn't for everyone):

    - LLA is best suited for marketing products/services with a long buying cycle - specifically B2B. You can use it for non-B2B campaigns and still succeed, but I'm guessing that would be the exception.

    - LLA is pretty costly. In my experience, the cost was less of an issue because the ROI was incredible (I've written about my experience here: https://www.linkedin.com/pulse/linkedin-lead-accelerator-1-year-later-andrew-hickey). They sell 12-month contracts and you buy a specific number of users to retarget at a given time. For example, you might spend $50k to retarget a total of 60k users at any given time over the course of a year.

    - Set-up and management is time-consuming. This is not a set-it and forget-it tool in your marketing arsenal. And, since it's fairly expensive and cost is based per user retargeted, you'll want to be precise about exactly who you are retargeting.

    - LLA campaigns allow you to retarget on LinkedIn, Facebook and via digital display. There's no visibility into their display inventory, but matched against something like Adwords, I'm confident they are getting premium inventory based on referral sources and performance in general. You can deliver Sponsored Updates to LinkedIn users via LLA - that was the killer ad unit for me and was a significant driver of performance success. LinkedIn will be expanding the retargeting sources in the near future.

    Other retargeting solutions are good quality and probably easier to set-up and maintain, but LLA is worth a look (in my opinion).

  • JG

    jordan gutierrez

    over 4 years ago #

    Perfect Audience + FB + Google + Youtube.

    Also, a great trick we use is marketing automation + JS + Perfect Audience (We use Woopra and our own tool Wishpond for the Automation) to add people to certain lists, for example, if someone visit pricing page, then comes back and visits pricing page again within 5 days and logs in then we add them to a "hot lead" retargeting lists. Basically, we are trying to align retargeting with the users sales cycle and behaviour. We believe reatergating by url only is a waste of money.

    • MT

      Moon Technolabs

      over 4 years ago #

      Nice way for Lead generation, thanks for sharing.

    • CB

      Charlie Benkendorf

      over 4 years ago #

      Hi Jordan thanks for reply! Why did you pick perfect audience (now called Marin display) to work with?

      With these various partners (such as perfect audience) isn't part of their premise is they're targeting on the individual level, taking into account variables such as URL, frequencies of visits, site they're presently visiting, etc? Did you find the model wasn't living up to the promise, and you saw lift by adding the 5 day rule?

      • JG

        jordan gutierrez

        over 4 years ago #

        To be honest I would rather use Google or FB directly (unless ecommerce), I am really not a fan of giving 35% of my budget to a different company.

        The main issue is that FB and G don't allow you to add users to a segment using JS.

        Perfect audience by itself is a retargeting tool, not a automation tool, there are a lot of path of funnels a user can do that can't be capture with PA.

        Here is a small list of things you could use with Wishpond (or any automation tool) + PA that you wouldn't be able to do only with PA

        Adding people to a segment based on Email actions
        Adding people to a segment based on Funnels (Visit A then Visit B)
        Adding people to a segment based on attributes (add them to an audience if email != gmail, yahoo, google)
        Adding people to a segment if they visit a page x amount of times
        Adding people to a segment if they signed up to a demo and on your CRM they are mark as hot lead.

        Also, retargeting is not about targeting individuals, they are actually against this (it's freaky), the min audience size is between 100-600 users.

  • SE

    Sean Ellis

    over 4 years ago #

    I've mostly been using Perfect Audience these days.

  • MB

    Morgan Brown

    over 4 years ago #

    I use:

    - AdRoll
    - Facebook
    - Twitter

    • CB

      Charlie Benkendorf

      over 4 years ago #

      Hi Morgan, thanks for your reply. Curious about Adroll - are you using it for the display network, facebook or both?

      And while facebook has worked well for me in the past (selling hardware), I wasn't able to find success on twitter. What kind of campaigns do you find twitter works best for you? How does it fit into your overall retargeting strategy?

      • MB

        Morgan Brown

        over 4 years ago #

        Hi Charlie, We use AdRoll just for display. Facebook is far and away our best retargeting campaign. While Twitter drove conversions for us they were frankly much more expensive than FB and we shut down the original campaigns. Now we're testing some different retargeting creatives that get people into new user journeys via opt-ins to specific drip sequences, so I'll do my best to report back on that front.

  • CB

    Charlie Benkendorf

    over 4 years ago #

    Hey @morgan for AdRoll, you mentioned you use them for display retargeting. How do you think about weighing view through conversions? You spent $1000, got 10 click through conversions and 100 view through conversions. What's your CPA?

    My knee jerk is to discount VTC, but numerous studies have shown they have lift impact, it's just not as directly measurable as a click. So it's not 0%, but it's not 100% either. I haven't worked thru yet in my head how to look at our data to come up with a reasonable credit assignment, and curious how you've been weighing it.

  • GT

    Gary Taylor

    over 4 years ago #

    Check out AudienceStore.co.uk, they are a UK-based start up company. My digital agency has used them for lead generation in financial services. Main USP is viewability and their retargeting creative is much better than standard templates you get from the likes of Criteo. In tests across across various companies like Criteo, Rocketfuel, The Exchange Lab and Adroll they have come top of plan. (Disclaimer: I am a shareholder of the company)

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