watch this space: retail, retargeting & roi
DESCRIPTION
The online shopping sector is more popular – and more crowded – than ever before, so how can retail brands cut through the noise and drive real conversions? Digital agency Red Hot Penny has worked with AdRoll, the online retargeting specialists, to deliver impactful retargeting campaigns for brands (including watchmakers Larsson & Jennings and fashion brand Lipsy) with unprecedented levels of ROI. With marketers looking to leverage every tool at their disposal for greater returns, Red Hot Penny and AdRoll will share how to make the most of retargeting, and what this standout tactic means for the digital marketing mix as a whole.TRANSCRIPT
Watch this space:
Retail, Retargeting and ROI
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
Carl Brooks
Senior Search Manager, Red Hot Penny
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
• Creative Digital Agency
• Team of 30 digital specialists based in Berkshire
• Specialise in digital marketing, ecommerce, creative design, consultancy, technology solutions and logistics
• We create a complete end-to-end solution for our clients
• Part of the SEKO Logistics family –
• Multi award-winning global logistics operation
• 120 offices in 40 countries
• £200 million turnover
RED HOT PENNY
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
CLIENTS
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
Ross O’Connor
Senior Agency Lead, AdRoll
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
The Global Leader in Retargeting
#1 in Marketing &
Advertising 2012
America’s Most
Promising Companies
Fastest Growing Private
Company
#3 in Marketing &
Advertising 2013
The Global Leader in Retargeting
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
Our Mission: Leverage your first party data to optimise and drive high
performance campaigns
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
Some examples of industry and types of goals you can setINDUSTRY GOAL BEHAVIOUR STRATEGY
Retail Increase Sales Placed item in cart &
abandoned
Display specific product and
offer
B2B Increase Lead Gen Browsed a solution, didn’t fill in
lead form
Promote a downloadable white
paper to drive email capture
Travel Increase Bookings Purchased flight without hotel Hotel discounts for location
Gaming Convert freemium users Engages frequently but yet to
purchase
Target offers to upgrade to paid
Entertainment Promote event registration Previously attended a similar
event
Target ads encouraging
registration for the event
Finance Cross-sell products Previously purchased a
financial product
Promote a complementary
service
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
Larsson & Jennings are a young and vibrant brand in
the watch retail industry with British and Swedish
history, they synergise British aesthetic with Swedish
minimalistic design to create contemporary, modern
watches for both Men and Women.
Objectives:
● Increase traffic
● 10x ROI
● 20% YoY revenue increase
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
WHY RETARGETING?
● Avg conversion rate 1.1% for 2014. Potentially
losing 98.9% of traffic
● Good brand following so re-engaging should be
simpler
● Majority of users are socially active so we can
utilise retargeting on social platforms
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
WHAT WE DID
● Brand only campaign resulted
in a ROI of 11x and contributed
to 3% of their sales in the first
3 weeks
● Abandoned basket campaign
produced 14x ROI
● Collection specific campaigns
generated ROI of 9.8x
● Country specific targeting improved
overall ROI to 15.9x
○ America - 17x
○ Australia - 15x
○ Sweden - 17x
○ France - 23x
○ Germany - 13x
○ Italy - 18x
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
CYBER MONDAY & Q4 RESULTS
● Cyber Monday campaign produced an overall ROI of over
200x
○ Contributed to 15% of all sales on Cyber Monday
● December generated a ROI 30x (not including Cyber
Monday)
○ Contributed to 15% of all sales for December
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
● Q4 results drove a 20x ROI
● Q4 increase of 83% in revenue YOY
● Still seeing increased growth
in 2015
● Retargeting now contributes
to 22% of sales
OVERALL RESULTS
● ROI: 20x on average
● Reduced CPA by 15%
● Revenue: 83% YoY Increase for Q4 2014
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
WHAT ELSE CAN WE DO?
AdRoll Prospecting:
● Identify new audiences and potential customers on
AdRoll’s Intent Graph
● Customer segment with new website visitors is
created
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk
AdRoll Dynamic Ads:
Link Larsson & Jennings Product Feed with AdRoll to
serve Dynamic Ads
Target campaigns for mid and high intent segments
Thank you for listening!
Win this
Larsson & Jennings
watch!
Stand MD30
www.redhotpenny.com Marketing Week Live 2015 #RHPxAdRoll www.adroll.co.uk