Manny Rivas, Chief Marketing Officer at Aimclear | @mannyrivas
There is little online we detest more than abusive retargeting. It’s like guzzling ipecac syrup; it will immediately make you toss your cookies. YUCK! Worse yet, obnoxious retargeting can alienate potential customers and devalue brand equity for a company of any size.
In this session, we’ll examine healthy and impactful social retargeting concepts and, transitively, crucial campaign configurations to define when constructing a successful campaign.
Session attendees will walk away with immediately actionable retargeting tactics for deploying both profitable and consumer-centric campaigns. Issues addressed include:
Merging search and social psychographic traffic to a compound list using filtered follow & recapture.
- List segmentation: finding the intersection of specificity & volume
- List duration, frequency capping and burn action mojo
- Sequenced ad messaging for engaged site & social users
- Advanced cross-channel retargeting against multi-channel funnels
- Understanding where RLSA fits into the buying cycle
- How to measure the true value of a list
11. High-Impact Motivators
I am inspired by a desire to: Brands can leverage this motivator by helping customers:
Stand out from the crowd Project a unique social identity; be seen as special
Have confidence In the future Perceive the future as better than the past; have a positive mental picture of what’s to come
Enjoy a sense of well-being Feel that life measures up to expectations and that balance has been achieved; seek a stress-free state without conflicts or threats
Feel a sense of freedom Act independently, without obligations or restrictions
Feel a sense of thrill Experience visceral, overwhelming pleasure and excitement; participate in exciting, fun events
Feel a sense of belonging Have an affiliation with people they relate to or aspire to be like; feel part of a group
Protect the environment Sustain the belief that the environment is sacred; take action to improve their surroundings
Be the person I want to be Fulfill a desire for ongoing self-improvement; live up to their ideal self-image
Feel secure Believe that what they have today will be there tomorrow; pursue goals and dreams without worry
Succeed in life Feel that they lead meaningful lives; find worth that goes beyond financial or socioeconomic measures
Source: Scott Magids, Alan Zorfas, and Daniel Leemon
From: “The New Science of Customer Emotions,” November 2015
@mannyrivas
Customer1
19. Retargeting Capabilities By Channel
Customer1
Audience Capabilities By Channel Site Engagement Customer Match Layered Search
Facebook X X X
AdWords X X X
Bing Ads X X
YouTube X X X X
Twitter X X X
Pinterest X X
Linkedin X X
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20. Calculate Performance To Scale
Customer1
VISITS
INQUIRIES
LEADS
OPPORTUNITIES
SALES DEALS
AVERAGE SALES PRICE = $20,000
MARKETING GENERATED SALES = $1,000,000
MARKETING INVESTMENT = $100,000
MARKETING ROI = 10X
50
100
50%
20%
500
5%
2%
10,000
500,000
START AT YOUR KPI
END POINT AND WORK
UPWARDS
1
UNDERSTAND YOUR
PIPELINE
CONVERSION RATES
TO BACK-CALCULATE
2
GET THE TOP OF
FUNNEL GOALS FOR
YOUR CAMPAIGN
3
CALCULATE YOUR
CONTRIBUTION TO
SALES AND ROI
4
@mannyrivas
21. Scaling Starts Here
Customer1
VISITS
INQUIRIES
LEADS
OPPORTUNITIES
SALES DEALS
AVERAGE SALES PRICE = $20,000
MARKETING GENERATED SALES = $1,000,000
MARKETING INVESTMENT = $100,000
MARKETING ROI = 10X
50
100
50%
20%
500
5%
2%
10,000
500,000
START AT YOUR KPI
END POINT AND WORK
UPWARDS
1
UNDERSTAND YOUR
PIPELINE
CONVERSION RATES
TO BACK-CALCULATE
2
GET THE TOP OF
FUNNEL GOALS FOR
YOUR CAMPAIGN
3
CALCULATE YOUR
CONTRIBUTION TO
SALES AND ROI
4
@mannyrivas
23. Retargeting Data Truths
Volume vs. Specificity
• Message sequencing depth based on user interaction with brand
marketing is dependent on list size & growth speed.
• Hyper-segmentation requires large data
• Effective retargeting requires balance between volume & specificity
Data2
@mannyrivas
24. Defining Channel Goals & KPIs
• What Determines Success?
• Sales
• Leads
• Subscribers
• Site Visits
• What Is The Expectation? (Is it realistic?)
• Can A Baseline Be Established?
• How Will Success Be Measured?
Data2
• Impressions
• Cost Per Acquisition
• Revenue
• Lifetime Value
@mannyrivas
25. x
/
TRAFFIC
SOURCES
WEBSITE AND WEB PAGES
URL PARAMETERS
FORM COMPLETION
FORM SUBMIT
DIRECT
REFERRAL
WEB ANALYTICS
MKTG DATABASE
SALES DATABASE
TELEMARKETING
/ SALES
- VISITS
- REFERRAL
SOURCE
- SEM KEYWORDS
- GOALS/EVENTS
- E-COMMERCE
VALUES
- VISITOR PATH
- LEAD SCORING
- MKTG QUALIFIED
LEAD
- SALES QUALIFIED
LEAD
- OPPORTUNITY
- SALES VALUE
- REVENUE
SOCIAL
SEARCH
DISPLAY
Understanding Tracking CapabilitiesData2
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26. Using Engagements as the Great Equalizer
Between Disparate Cross-Channel Data
Data2
Cross-Channel Reporting
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27. EPMI – The ONE Number
• Engagements per Thousand Impressions
• Engagements?
bit.ly/aC-EPMI-YouTube
Data2
@mannyrivas
28. Social Engagements:
Any Important Social Action
Page Likes/Follows
Post Likes/Reactions
Post Shares/Retweets
Website Clicks
Video Views to 50%
Site Engagements:
Any Important Action Post-Link Click
New Users
Sessions
Sign-up
Purchase
Email Captures
EPMI – The ONE Number
Data2
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29. Link Clicks
EPMI – The ONE Number
Post Shares Views to 50%
Facebook Metrics
Impressions 1,000
Data2
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30. EPMI – The ONE Number
Social-Focused EPMI
Data2
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31. True Value Of A List
True Channel Level CPA
=
(1st Touch Cost + 2nd Touch Cost)
Conversions
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Data2
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34. Message3
@mannyrivas
Well…maybe just revisit
this question tomorrow
when you don’t feel so
exhausted. You really
should catch up on some
rest and re-watch the last
season of GoT before the
new one drops.
36. Messaging Logic
• Effective Retargeting = Assets + Audiences + CREATIVE
1. Define Available Assets and Audiences
2. Leverage Customer Journey to Establish Sequencing
3. Create Messaging that Resonates
4. Refine, TEST
Message3
@mannyrivas
37. What Do I Have To Offer?
• eBook
• Blog Content
• Gated Content
• Video
• Webinar
• Promotion
• Sale
• New Product
• Infographic
• Review
• Guide
• Case Study
• Newsletter
• Event
• Podcast
• Trial / Demo
Message3
@mannyrivas
38. What Is The Desired Outcome?
Message3
ENTERTAIN
(AWARENESS)
EDUCATE
(RESEARCH)
PERSUADE
(COMPARE)
CONVERT
(PURCHASE)
@mannyrivas
41. Sequence Chart
Message3
FIRST TOUCH
Exposed to Site
SECOND TOUCH
Product/Action
Specific
THIRD TOUCH
Scarcity of Time or
Quantity/Hard CTA (Ad A)
THIRD TOUCH
Scarcity of Time or
Quantity/Hard CTA (Ad A)
FOURTH TOUCH
Scarcity of Time or
Quantity/Hard CTA
(Ad B)
didn’t convert
clicked didn’t click
didn’t click
clicked
converted didn’t convert
off listpage engagement
clicked
converted didn’t convert
converted
didn’t convert
off list
off list@mannyrivas
42. List 1
Message3
LIST DETAILS:
• Duration: 1 day
• List begins immediately
• Frequency cap: 4 viewable impressions / ad
Don’t Click
POSSIBLE ACTIONS
First Touch Source Converters
Click > Convert
Click > Don’t
Convert > Engage
Click > Don’t
Convert > Don’t
Engage
NEXT LIST OFF LISTNEXT LIST OFF LIST
Bid Adj: +10% Bid Adj: -10%
INCLUDE EXCLUDE
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43. List 2
Message3
LIST DETAILS:
• Duration: 2 days
• List active after 1 day
• Frequency cap: 4 viewable impressions / ad
Don’t Click
INCLUDE
POSSIBLE ACTIONS
EXCLUDE
First Touch Source Converters
Click > Convert
NEXT LIST OFF LISTNEXT LIST OFF LIST
Bid Adj: +15% Bid Adj: -15%
List One
Click > Don’t
Convert > Engage
Click > Don’t
Convert > Don’t
Engage
@mannyrivas
44. List 3
Message3
LIST DETAILS:
• Duration: 3 day
• List active after 2 day
• Frequency cap: 4 viewable impressions / ad
Don’t Click
INCLUDE
POSSIBLE ACTIONS
EXCLUDE
First Touch Source Converters
Click > Convert
NEXT LIST OFF LISTOFF LIST OFF LIST
Bid Adj: +20%
List One List Two
Click > Don’t
Convert > Engage
Click > Don’t
Convert > Don’t
Engage
@mannyrivas
Does anybody know what this symbol represents? The bird with its head turned backwards and taking an egg off its back symbolizes taking what is good from the past and bringing it into the present to make positive progress. The word Sankofa embodies the concept, to reflect on the past to build a successful future.
So when I was in kindergarten, there was this kid that always would pick on and bully me. I brought this piece of information to my parents and of course they speak with my teacher and as my mother tells it, the conversation with me sounded something like, now Manny boy, if he picks on you again or hits you, you need to tell a teacher immediately, if you’re backed into a corner and don’t have any other option, you do what you need to get away and then you go tell your teacher.
In my mind, I heard, if he touches me I’m gonna hit ‘em back, I’m gonna handle business.
So the next day in P.E. we were playing duck, duck, goose a more structured and organized game of tag you’re it. We were all seated in a circle except for Jim bob we’ll call him, who was walking around the circle patting each student on the shoulder along the way, duck, he’s getting closer, duck, ohh boy, goose. As soon as that dude touched me I was up charged him tackled him and proceeded to punch this dude repeatedly.
Needless to say, I was reprimanded, sent home from school and learned an important lesson of what situations warrant punching somebody in the face and which are simply games in PE class. I then reflected on the past to build a successful future.