Retargeting

This year’s holiday season will beat 2017 in every major online retail category—the duration of the season, the amount spent, and the number of shoppers who engage. We’ve put together a list of tips to boost your retargeting click-through rate and conversions during this critical quarter and holiday season. We’ll also highlight a bunch of new Perfect Audience features we’ve pushed out this year that can help you achieve your goals.

Timeline


Get an early start. Cyber Monday (November 26, 2018) is not the day to launch your holiday campaigns for the first time—there’s a lot of down time over the Thanksgiving holiday weekend and people spend some of it online. Have your Perfect Audience Site Tracking Tag installed, your audience segments defined, and your creatives ready to go at least 30 days in advance.

It’s a good idea to run some campaigns in October, too. There’s less competition for ad space than in November and December—you may attract early bird shoppers while planting seeds for future conversions.

Ad Sizes


There’s inventory to be won using some less popular but still useful ad sizes (970×250 headers for desktop, 300×250 and 320×100 for mobile web). This is in addition to the sizes we recommend for all web campaigns.

Mobile


Cross-device retargeting means Perfect Audience will follow your shoppers from desktop to mobile device. Are they browsing your store at work, then using their phone on the train home? That’s where we’ll get them. Desktop is still king in terms of revenue, but mobile’s share rises every year and can’t be ignored. Make sure you run mobile campaigns in addition to everything else you’re doing.

Budget Bump


In Q4, you’ll probably see a lift in site traffic. This means your audiences will grow and you can serve more impressions. Our team recommends a 25-50% weekly budget increase for the months of November to December. If your traffic usually goes up by a certain amount, increase the budget by that percentage.

retargeting



To change your weekly campaign budget in Perfect Audience, go to Manage -> Campaigns and Edit your campaign. In Step 3, change your budget amount. When you’re done, click Save at the bottom of the page.

Increase Your Bids


Just about every eCommerce store bumps up its advertising budget for Q4, making ad impressions harder to win.

With so many advertisers fighting for ad space, it’s not uncommon to see your CPM costs rise during this time of year. Prepare for the surge by increasing your CPM bids across your campaigns. Bidding higher will make your campaigns more competitive and will give you a better chance of serving more ads. We suggest increasing your CPM bid by 50-100% of the current average CPM cost for the campaign.

Go to Manage -> Campaigns and edit a campaign. In step 3, find Bid Type and change the setting to Manual Bidding. Then enter your CPM bid.

retargeting



You’ve also got CPC bidding options for Facebook campaigns in Perfect Audience.

Save when you’re finished editing your bidding.

Facebook Marketplace and Messenger


Perfect Audience supports ad placements in Facebook Marketplace and Messenger. These are two of Facebook’s newest placements, representing new avenues to reach Facebook users. It’s turned on by default if you run Facebook campaigns in Perfect Audience. Learn more and check it out.

Take Advantage of Instagram


Mobile shopping continues to rise, as does engagement with Instagram. Instagram is approaching the one billion user milestone, and 80% of those users follow at least one business. If it looks good on the ‘Gram, your customers are thinking about how it’ll look in their homes.

Take advantage of Perfect Audience’s Instagram placements within your Facebook campaigns.

Shopify Users: Enjoy One-click Integration


Perfect Audience now has an integration with Shopify that automatically imports your product feed and builds dynamic (that is, product-specific) ads for your catalog. Set your own budgets and keep total control over your campaigns. Detailed reporting ensures you have a clear picture of your return on ad spend. If you’re already a Perfect Audience and Shopify user, setup is quick and easy.

Dynamic Ads: Stuff Your Ads Like Stockings


It’s better to have more gifts under the tree, more cookies on your plate, and more products visible in one ad. If you’re an eCommerce retailer and you have a Google Merchant Center product feed, try our multi-product dynamic ads. If you’ve got a feed imported, it takes just a few seconds to build your ads. It’s like four impressions for the price of one.

Create Holiday-themed Ads and Landing Pages


Holiday ads and landing pages get attention, create urgency, and show you’re not running the exact same campaigns as the rest of the year. Send a happy holiday message, mention the buy deadline to ensure holiday delivery, and give them a reason to click your ads.

It takes just two quick steps:

  1. Create landing pages and content on your site for these holiday events, then create audiences that capture visitors of these pages. (Read up on audiences.)
  2. Run campaigns to serve your holiday ads to your holiday page visitors. If they’re coming to your site looking for holiday deals, they’re more likely to respond to holiday-themed ads.


Instapage put together an excellent summary of best practices for post-click optimization.

New Year’s Resolution


The season extends beyond December 31st—returns and gift cards mean another wave of shoppers arrives in January. You can lower your bids and budgets a little, but don’t turn all your ads off—there are still plenty of sales to be made.

Have a great holiday!

This is a guest post from Charlotte Haab, Account Manager at
3Q Digital.

Summer’s finally here. For most of our weekends that means one thing—weddings.

Spring through summer is well known as wedding season in the US, and for digital advertisers, the industry can be a lucrative one. But how about for those of us who aren’t peddling save the dates or bridesmaid dresses?

The average wedding has about 100 guests, each tasked with getting a gift to celebrate the new couple. If the average person spends $116 on a wedding gift, that’s a lot of revenue to be had! The question then becomes: How do we tap into those fringe markets—like gifts—during the peak of nuptial season?

Here are seven things to keep in mind to get the most out of your marketing this wedding season.

1. Be on the right channels


If you want to capitalize on the summer wedding eCommerce runoff, being on the right channels is key. It’s no lie that weddings are all about aesthetic. As such, having a presence on visual wedding-oriented channels like Pinterest, Facebook, and Instagram is extremely important. Seventy-two percent of people getting married start on Pinterest, and 33% connect with brands through Instagram. Those numbers grow each year.

As a new wedding-goer myself I know I’ve turned to Pinterest for gift-giving etiquette. Have fun with it! Create a “gift guide” pin featuring your top giftable products, and use keyword targeting to hit people like me, perusing Pinterest for wedding gift cost guidance or trending items. Or, target users with marriage-aged friends on Instagram with romantic product shots of this season’s latest gifts—bonus if they’re shoppable!

2. Hit the right demographic


Considering who will be buying wedding gifts is important. You’ll want to apply age targeting segments wherever possible. The average newlywed couple is 25-34, which means their friends are, too, so be sure to target that segment the most aggressively.

Also target ages 45-64 to hit parents and family members of the new couple. The older the demographic the more money they tend to have—making the higher age ranges ideal targeting for bigger ticket items.

Lastly, while it may be archaic, most people actually buying wedding gifts are women. So consider gender-specific targeting to better get at this key group of buyers. Similarly, if you’re selling a bigger ticket item—like appliances or furniture—think about applying some household income targeting to exclude the users who can’t afford your products.

3. Get creative with customer segments


In SEM there are a lot of targeting options that lend themselves perfectly to gifting. You can play around with the best combinations of In-Market or Affinity audiences to expand your reach. Some are even specific to weddings, such as In Market for Gift Baskets or Personalized Gifts, or even an affinity for Luxury Shoppers or Home Decor Enthusiasts.

You could even craft your own custom affinity audience and target people interested in specific topics or domains, like theknot.com, Zola, or just straight up “wedding gifts.” They sky's the limit.

Beyond this, you could also try your hand at some customer list targeting. Create a list based off of users who purchased your gifts around the holidays, and remind them of their pleasant past purchasing experience this time around!

4. Whittle down your keyword targeting


I would also recommend implementing an RLSA keyword strategy. Keywords like “wedding gifts” or “gifts for couples” might get you where you want to be, but they’ll be incredibly competitive and likely carry some pretty high CPCs.

To get around this, create a campaign of those top of funnel keywords you wish you could afford, and slap some audience lists on top of them to narrow their reach to your existing customers! This is another place creative customer lists can come in handy. If someone who purchased with you last year is now looking for a wedding gift, they’ll likely recall your brand, and may even be willing to purchase from you again. The stronger the intent of your customer lists, the higher you should bid up.

5. Use the right creative


Like I said earlier, weddings are all about aesthetic. In order to inspire the right people you need to have proper creative. For events like weddings people respond well to notions of sentimentality. Include language around getting your loved one the “perfect gift.”

When using image creative, it’s important to stay on trend, and tell a story as much as possible. Weddings are about friends and families coming together to celebrate—if you can capture that in your imagery, you'll have a winning ad, like this great Zola example!

wedding


6. Update your site to match


If it’s within your means, update your website during wedding season to encourage new users to purchase. I would suggest an on-site “countdown” to wedding season, or even better a dedicated “gift guide” to steer users to your top selling or biggest ticket items. At the very least there should be a clear path from your homepage to the items you consider gifts.

7. Consider lesser-known wedding expenses


Lastly, if you’re not a home goods or traditional gift retailer, fret not—there is still plenty of the wedding cash cow to go around. If you’re marketing formalwear, hotels, transportation, beauty, or entertainment services, you can still capitalize on all those bells and whistles that come with a wedding.

Lookalike audiences are the Facebook feature when it comes to audience targeting. If you’re looking to scale your campaigns and more, it’s a must-consider option.

The Basics: What Is It and How Does It Work?


You can use lookalike targeting to find similar users to your core audience based on interests, click behavior, and conversion habits. The smaller the percentage of your core audience, the more similar your lookalike audience will be.

A lookalike percentage says, “Give me x% of the selected country users who are most similar to my seed audience.” For example, if you create a 1% lookalike in the US, the output will always be around 2.1 million profiles, since this is more or less 1% of the total number of Facebook users in the US.

However, depending on the seed audience, the profiles may greatly differ—for example, a 1% lookalike of your most valuable lifetime users will be different from a 1% lookalike of all website visitors. Therefore, seed quality is the most important factor for success.

You have several options from which to generate lookalike audiences:

  • Your custom audience (email lists, phone numbers, etc.)
  • Website Custom Audience
  • Page fans
  • Campaign data (API-only feature)


A Few Size Guidelines


When segmenting/choosing seed audiences, think quality over quantity. Although quality can be subjective, there are a few generic size benchmarks (guidelines) for your seed audience.

  • Keep it under 50,000, since anything above this may see a drop in performance.
  • Keep it above 1,000.


For example, let’s take our previous 1% US lookalike. Our audience has 2.1 million people. When we create our lookalike audience, Facebook compares the people in this audience against how similar they are to our seed audience of less than 50,000. In other words, we’re magnifying the seed 40 times. If the seed isn’t high quality, then the magnification won’t produce the best audience.

As you can see, you have a lot of choices to test different audience types and associated performance. The key challenge is to segment and structure the audiences to avoid overlaps and achieve the best delivery.

Something to note: Since frequency caps limit the daily number of times you can deliver an ad to a user, lookalike audiences won’t increase your overall reach. And, you’ll have less predictability when it comes to which ad wins each auction.

There’s a way to overcome these challenges, however. Make sure your strategy includes nested lookalikes and smart exclusions. Let’s go into more detail.

Using Nested Lookalikes and Smart Exclusions


Let’s start with an example, where we exclude the next-highest percentage audience from our targeted lookalike audience. So, if you’re targeting lookalike 3% and lookalike 5%, then exclude the 3% audience from the campaign that’s targeting the 5% one.

Nested lookalikes:



Smart exclusions:



With smart exclusions, we exclude the targeted audiences that we’re already using in other live campaigns. For example, if you’re running campaigns with 1% lookalike and 3% lookalike and want to launch a broader targeting campaign, then exclude the 3% lookalike.

Avoiding Campaign Redundancies and Fine-Tuning


When you’re planning your targeting strategy, make sure you’re segmenting your lookalike thresholds according to the value of the user, and excluding the targeted audiences from campaigns to avoid overlap. This’ll allow you to use lookalike audiences from different sources, increasing the overall reach and scalability of your campaigns.

For example, if you’re running a retargeting campaign based on a Website Custom Audience of all your site visitors, exclude this campaign from all of your acquisition initiatives, along with the associated lookalike audiences.

Here’s another scenario. Suppose you’re a travel website and the user funnel includes two conversions—registration and booking. You would segment the audiences based on your goals—perhaps based on the custom audience of the previous month's bookers, conversion pixel data, and Website Custom Audience of people who registered but didn’t book. Your segmentation would look like this:

Custom audience segmentation:



You can use all of these audiences for your acquisition campaigns, along with interest-based and other targeting options.

Here’s the final campaign planning structure for this example. This takes into account that retargeting campaigns are running based on your Website Custom Audiences.

Fine-tuned campaign planning structure:


Putting It All Together


Creating effective lookalike audiences takes a bit of cunning and patience, but it’s not rocket science. With continued practice, refinement, and measurement, you can scale your campaigns to ensure you’re targeting audiences with the most relevant ads at the most relevant time, in a way that works the best for your business. If you haven’t yet implemented this feature, we strongly recommend you get started today!

If their advertising revenue is any sign, Facebook and Google will be the dominant players in the digital ad space for years to come. How can marketers continue to compete? Including videos in your advertising campaigns is the new winning strategy, especially on YouTube and Facebook.

The Shape-Shifting Digital Marketer


How can advertisers do this with people constantly shuffling their attention between channels and devices? Video is a great way to stand out and get noticed in a sea of content. It’s a booming category for digital advertisers, with Cisco predicting that video will represent 80 percent of all internet traffic by 2019.

Marketers must change their game plans to adapt. And, since your video is competing with many other forms of content, simply creating a basic video ad isn’t enough. Brands must build high-quality, engaging videos (in mobile-friendly formats) that are more likely to catch the attention of their specific target audience.

Press “Play” on Video Advertising


Download our short guide, Press “Play” on Video Advertising: 10 Keys to Success, to explore 10 ways to create successful video ads. Just a few topics we cover include:

  • The key to getting viewers to make your video all the rage
  • How to brand our video for maximum effect
  • Using video to achieve lower cost and a far more targeted audience


If you’d like to learn more about how Marin Software can help you with your video advertising campaigns, request a demo today.

Your site visitors are more likely to convert after being exposed to your brand on both Facebook and Google than those only exposed to one or the other. Ideally you’re already advertising across both channels, but what can you do to most effectively combine the targeting prowess and visual appeal of social marketing with the advantages of search intent?

In this post, we highlight how you can use Google Analytics UTM tagging in your Facebook advertising to go after specific audiences on Google.

Find potential customers through Facebook to target
on Google


Facebook advertising is great for reaching new potential customers who aren’t actively searching for your product, but when they are, you’ll want to ensure ad visibility in those search results now that they’re aware of your brand.

One way to do this is to first create a campaign specifically designed for new user acquisition and tag their URLs accordingly (remember to exclude previous visitors). Then, create a remarketing list in Google Analytics making sure the traffic source matches that label. Finally, apply this list as a Remarketing List for Search Ads (RLSA) in AdWords, using the target and bid option, for campaigns and/or ad groups comprised of broad, top-of-funnel keywords.

This tactic not only helps to ensure search ad visibility to users who’ve already been exposed to your brand through Facebook—by applying the RLSA specifically to upper-funnel keywords, it also serves your broad match keyword strategy by adding that layer of qualification criteria to improve their chances for success.

Get Facebook converters back into the funnel
through Google


A previous purchaser is usually easier to convert than a new customer. Here again, cross-channel advertisers can take advantage of this fact by employing UTM tagging to distinguish likely converters from their most successful Facebook ads, and target them more aggressively on search using RLSA.

The steps here are similar: After running ads on Facebook, identify your top converting ad set and tag its URLs with UTM tracking parameters to label them accordingly. Then, create a remarketing list in Google Analytics based on the traffic source matching that label. From there, you can use this list as an RLSA across your relevant Google campaigns to modify the bids for those users when they search for your product, to increase the likelihood of getting these highly qualified users to your site—especially now that they’re demonstrating intent.

In sum


Of course, these approaches offer just a glimpse into the capabilities that URL tagging and search retargeting provide that will hopefully inspire you in your cross-channel advertising efforts. Good luck and happy converting!

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