Lauren Vaccarello, VP Marketing at AdRoll

Converting the 98% Turning Almost Customers into Actual Customers

@LaurenV #KISSwebinar

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Presenter

Lauren Vaccarello VP Marketing at AdRoll

@LaurenV

Lauren is AdRoll’s in-house marketing guru, a thought leader in the digital marketing world, and author of the

highly regarded book, “Complete B2B Online Marketing.” As Vice President of Marketing, Lauren oversees all of

AdRoll’s marketing functions, including lead generation, sales enablement, branding, product marketing, event

marketing, and content marketing.

AdRoll is the global leader in Retargeting

1 Using Intent Data

2 Introduction to Segmentation

3

Reaching Audience Everywhere

Agenda

4

5

Different Targeting Segments

Dynamic Creatives

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Using Intent Data

Customer Data is Your Most Valuable Marketing Asset

What is Retargeting?

A Way To Use That Intent

What Segments Should You Create?

B2B: Form Abandoner Segment

Case: New Relic

• Achieved 50% below maximum allowed CPA

• Increased investment every quarter since campaign start date

• AdRoll performance ranks top 5 in terms of performance out of all New Relic Marketing Channels

Paying Less for Leads

“Retargeting with AdRoll plays a key role in our overall marketing strategy. The results have been spectacular. We have increased our investment every quarter since we started.”

— Garrett Scott, Sr. Marketing Manager

B2B: Cart Abandoner Segment

Case: Skullcandy

Skullcandy segments users for greater returns

• Greater than 3x ROAS

• $12 CPA; lower than target goals

• Launched multiple segmented campaigns to target high intent purchasers

Repeat Buyer Segment

Case: Nitro

Freeing Nitro from the freemium dilemma

• Online sales increased by 18% with AdRoll’s lead nurturing programs

• Localized campaigns in 11 languages and geo-targeted by region

• Delivered a below average benchmark CPC for tech industry

“There are no other options when is comes to Retargeting”

— Sean Zinsmeister, Sr. Marketing Manager

Case: Betabrand

Betabrand Seamlessly Builds their Community with AdRoll

• Drives a 5.5x ROI by improving bo!om-of-the-funnel conversions

• Uses LiquidAds to create custom ads at scale and grow engagement for their Model Citizen program

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Be Everywhere Your Audience Is

Cross Platform Reach - Be Inventory Agnostic

Facebook Compliments Web to Drive ROI

Performance, Scale, Conversions

• Web and FBX overlap is small

• Running across platforms results in a 34% lower CPA than Google alone

• Cross platform retargeting drives 156% more conversions than Google alone

• FBX plus site retargeting drives 2X conversions than FBX alone

Some Differences with FBX

The News Feed

• Premium placement

• Social Elements

• Rich Content

• Cost per Insertion

Comment, Share and Like on News Feed

Adding News Feed to Right Rail

Incremental clicks & lower overall CPC

Case: Udemy

Udemy Uses Social To Drive Education

• Course conversions increased by 600% with Facebook News Feed

• Hit 93% below CPA goals “Facebook News Feed has become an integral part of our marketing strategy.”

— Gocke Cozen, Marketing Manager, Udemy

Hey girl !

Your ads are so personal, I convert every time

Personalize Advertising with Liquid Ads

LiquidAds to Scale Personalized Advertising

Personalized Dynamic Ads that look as incredible as they perform!

“We were thrilled to try LiquidAds as we’ve had great success on the platform. We’ve seen even greater click-through rates using this technology and, as a result, our CTR has increased by 102%.!” — Michael Macintyre, Director of Online Marketing!

Case: Axel and Ani

Alex and Ani Drives Online Sales with Dynamic Ads

• Averaged a 6.1x ROI

• Drove 81% lower CPM compared to standard display

• 14.6% Click Conversion Rates “Alex and Ani had a high concentration in social which is an area where AdRoll was a top performer. Working with AdRoll has been efficient, effective, and seamless.”

— Kristin Fernholz, Managing Partner at Fashmark

Wrapping It Up !

1. Use your most powerful data

2. Create multiple target segments

3. Reach your audience where ever they are

4. Personalize your ads whenever possible

THANK YOU

Lauren Vaccarello VP, Marketing @AdRoll