Retargeting with Programmatic: Bring Back Potential Customers To Your Site - Samya Benhima, A4G

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Information about Retargeting with Programmatic: Bring Back Potential Customers To Your...

Published on November 9, 2019

Author: digimarcon

Source: slideshare.net

1. Samya Benhima HEAD OF A4G DSP A4G DUBAI, UAE ~ OCTOBER 22 - 23, 2019 DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast DIGIMARCONDUBAI.AE | #DigiMarConDubai Retargeting with Programmatic: Bring Back Potential Customers To Your Site KEYNOTE

2. RETARGETING WITH PROGRAMMATIC Bring back potential customers to your site

3. WHAT IS PROGRAMMATIC ADVERTISING? Programmatic advertising is the automated buying and selling of online advertising

4. WHY PROGRAMMATIC ADVERTISING? EFFICIENC Y • Increased transparency and control • Real-Time measurement • Greater targeting capabilities • Increased audience reach

5. 98% OF VISITORS THAT COME TO YOUR WEBSITE ARE NOT READY TO BUY

6. WHAT IS RETARGETING? • Retargeting is a form on online advertising that can help keep your brand in front of your potential customers after they leave your website. • It allows you to target specific visitors with specific ads with the goal of convincing them to convert for your offer.

7. HOW DOES IT WORK? Retargeting is a cookie-based technology that uses simple code to anonymously ‘follow’ your audience all over the Web. 1. Place the code on your website 2. When a new user visits your website, the code drops a browser cookie 3. When the same user browses the web, the cookie will let your DSP know that they should serve an ad

8. HOW DOES IT WORK? Potential customer Visits your website Leaves your website Your ad Your ad will display on other sites Your retargeting ad captures their interest ! The user converts to an actual customer

9. WHEN DOES IT WORK? Retargeting is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital strategy. • Strategies involving targeted display are great for driving traffic, but allow very little conversion optimization • Retargeting campaigns are very efficient to increase conversions, but can’t drive news users to your site

10. RETARGETING CAMPAIGN GOALS AWARENESS CONVERSION

11. AUDIENCE SEGMENTS BEHAVIOR • Filled forms • Page views • Add to cart • Purchase

12. AUDIENCE SEGMENTS TIME • Time duration between the user’s visit and when they get to see the first ad • The frequency with which visitors see particular ads • Time duration between the user’s first visit and the time they stop seeing retargeting ads

13. AUDIENCE SEGMENTS EXISTING USERS • New products • Pricing update • …

14. RETARGETING OPTIMISATION ENGAGING HEADLINE RELEVANT CONTENT CLICK WORTHY CPA DEDICATED LANDING PAGE

15. WHAT TO AVOID IN RETARGETING? • Retargeting users who have already converted • Failing to segment • Not managing frequency • Not knowing when to stop

16. SAMYA BENHIMA Head of DSP, A4G DSP.A4G.COM samya@a4g.com

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