A Crash Course in Retargeting for Event Organizers

A Crash Course in Retargeting forEvent Organizers

Aidan AugustinCo-Founder and President, Feathr

aidan@feathr.co

@AidanAugustin

Table of Contents

1. An Introduction to Retargeting

2. Getting started with Retargeting

• What is retargeting?• How does it work?• Why does it matter?

• The step by step process to get going

3. How to use retargeting like the pros• Best practices• Novel use cases

1.An Introduction to Retargeting

What is Retargeting?

Retargeting allows you to reach your previous website visitors with ads on other websites.

What is Retargeting?

What is Retargeting?

What is Retargeting?

What is Retargeting?

How do they know?

Actually only one piece of the Programmatic Advertising pie

So what’s Programmatic Advertising?

Programmatic advertising is the automated process of purchasing digital ad space…

Traditional vs. Programmatic

Traditional

Programmatic

So what’s Programmatic Advertising?

Programmatic advertising is the automated process of purchasing digital ad space using real-time-bidding based on criteria set by the advertiser

Real-Time-Bidding (RTB) Explained

Advertiser

Site with Ad Space

Real-Time-Bidding (RTB) Explained

Advertiser

Site with Ad SpaceAd Exchange

Real-Time-Bidding (RTB) Explained

Advertiser

Site with Ad SpaceAd Exchange

“I’m looking for X and willing to pay Y!”

“X is loading my site, who’s willing to pay the most for them?”

Programmatic Advertising vs Retargeting

Retargeting is the process of using programmatic advertising to reach people who have previously visited your website.

Why does it matter?

Why does it matter?

It works!

Why does it matter?

It works!Retargeting is more than 10x more effective than generic digital advertising campaigns, and widely recognized as among the most effective digital channels for both branding and performance campaigns.

Why does it matter?

It works!Retargeting is more than 10x more effective than generic digital advertising campaigns, and widely recognized as among the most effective digital channels for both branding and performance campaigns.

Attendees are very rarely ready to register on their first visit. Retargeting keeps your brand top of mind and allows you to communicate specific messaging, ultimately bringing those site visitors back to register.

Retargeting drives registrations

2.Getting Started with Retargeting

Getting Started – Step by Step

1. Choose Retargeting Vendor2. Install Tracking Pixel3. Setup Audiences4. Design Creatives5. Launch Attendee

Campaigns6. **Ongoing – Optimize

Campaigns**

Choose Retargeting Vendor

Install Tracking Pixel

Setup Audiences

Target Audience

Include• visitors to attendee-related pages

Exclude• visitors to exhibitor-related pages• registered attendees

Setup Audiences

Setup Audiences

Launch and Optimize Campaigns

Variables to optimize your campaign by• Bid• Timing• Frequency caps• Frequency cliffs• Impression cap• Creative rotation• Frequency pricing slope• Bid per location (zip code)• Per site bid• Optimization target• Aggregate rate of spend

• Time of day• Temperature targeting• Geofencing• Cookie recency• CTR• Website placement• Device targeting• Mobile carrier• Operating system• Browser

*Feathr does this for you

3.How to Use Retargeting like the Pros

Avoid “Banner Blindness”

Use Specific Creatives - Attendees

Use Specific Creatives -Exhibitors

Use Specific Creatives – Abandonment

Test Incentives

Engage Existing Registrants

Promote Your Exhibitors/Sponsors

Promote Your Exhibitors/Sponsors

Aidan AugustinCo-Founder and President, Feathr

aidan@feathr.co

@AidanAugustin

Questions?