A Growth Marketing Guide to Retargeting
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. 970x250 2. 300x600 3. 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 Zaru Growth 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 web SHOP 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 & Dan Customer 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
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A Growth Marketing Guide to Retargeting
- 1. A Growth Marketing Guide to Retargeting Nathan Zaru
- 3. 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 MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Performance marketer turned product person. I still want to be a racecar driver when I grow up. Nathan Zaru Growth Marketing Manager, AdRoll @yes
- 5. 1 Part 1 - retargeting wins Lessons learned from 2.5 Billion impressions 2 Part 2 - retargeting fails What thousands of customers did wrong 3 Part 3 - beyond retargeting What’s new in the customer remarketing world TABLE OF CONTENTS 3 Part 4 - goodie bag
- 6. WATCH WEBINAR RECORDING NOW
- 7. 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
- 9. Best ad units: themes and observations Lessons learned from 2.5 Billion impressions
- 10. The best performing ad formats by CTR are... Lessons learned from 2.5 Billion impressions 1. 970x250 2. 300x600 3. 468x60* 4. 336x280 * desktop only
- 11. 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”
- 12. Nathan Zaru Growth Marketing @ AdRoll “ A bad ad unit can burn your entire budget.
- 13. Best creative for ad units: themes and observations Lessons learned from 2.5 Billion impressions
- 14. Negative Space Lessons learned from 2.5 Billion impressions
- 15. Landscape Lessons learned from 2.5 Billion impressions
- 16. Bold and Bright Lessons learned from 2.5 Billion impressions
- 17. 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
- 18. CTAs Only half of the top ads have a clear CTA button web SHOP 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
- 19. 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.
- 21. What thousands of customers did wrong ● Targeting ● Testing and Refreshing ● Tracking
- 22. But first... strategy What thousands of customers did wrong
- 23. Vanessa & Dan Customer heroes @ AdRoll “ 1) What are your goals? 2) What strategies will you use to get your goals?
- 24. Targeting Engage with users based on their browsing behaviors What thousands of customers did wrong https://www.adroll.com/videos/segmentation
- 25. 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
- 26. Tracking What thousands of customers did wrong
- 28. 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?
- 29. Customer.io What’s new in the customer remarketing world? Send the right messages at the right time
- 30. What’s new in the customer remarketing world? Appcues Build simple in-product experiences without writing code
- 31. What’s new in the customer remarketing world? SendRoll Automatic email retargeting
- 32. one more thing
- 33. The Growth Marketing Stack handbook Subscribe to get first access, we should be releasing it soon. Upcoming… Visit www.adroll.com
- 34. LEARN MORE Start optimizing your marketing today with a free trial of Kissmetrics
- 35. Nathan Zaru Growth Marketing Manager, AdRoll @yes webinars@adroll.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?