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A presentation given to the Magento Ireland meetup about how to use your data to scale your advertising efforts.
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Using your eCommerce data to improve advertising and
retargeting
by John Larkin
@jlarkin353
About me
VP Marketing at PropelAdAdvertising Software for eCommerce
Stores
Hi, I’m John!
@jlarkin353
Advertising Today
@jlarkin353
Facebook Organic reach is declining
Paid Reach is essential
Much more competitive..
Using data to gain an advantage is crucial
Are my customers on Facebook?
@jlarkin353
1.3B monthly active users Incredible scale
Desktop & Mobile
Facebook lets you find people that are otherwise unreachable.
45% of those reached - are reached exclusively on Facebook
@PropelAd
TargetingImages
Lead Generation vs RetargetingMobile vs Desktop
What Data can you UseHow can you use it
Advertising Lifecycle
The Agenda
@PropelAd
How do I target them?
DemographicsInterests
Behaviours
How big should my audience be?(150-200k)
Targeting
@PropelAd
Optimal size 1200 x 627 pxProduct Shots vs Lifestyle Shots
Customise your image according to audience
Image Fatigue - rotate weekly/bi-monthly
Images
@PropelAd
Set objectives:What constitutes success?Know your AOV | ROI | LTV
Why is lead gen expensive?Retargeting generates all the sales!
Lead Gen vs Retargeting
@PropelAd
My customers (mostly) purchase on desktop. No Matter:
Use mobile placement. (Cheaper & Better CTR)
Retarget on desktop to drive sales.
Mobile vs Desktop
What type of data can you use?
Email ListsPhone numbersMobile App IDs
Cookies
@jlarkin353
How can you use it?
Custom AudiencesLookalike Audiences
Website Custom Audiences
@jlarkin353
The Advertising LifeCycle
@jlarkin353
Generate New Leads
@jlarkin353
Generate New Leads
Your Store
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
CHECKOUT
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
CHECKOUT
~1-3%
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Your Store
~1-3%
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Product
~1-3%
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Product Retargeting
Product
~1-3%
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Product
~1-3%
ProductRetargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Product
~1-3%
ProductRetargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Cart Abandonment Retargeting
ProductProduct
Retargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
~1-3%
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Cart Abandonment Retargeting
ProductProduct
Retargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
~1-3% ~30%
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Cart Abandonment Retargeting
Lookalike Audiences
ProductProduct
Retargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
~1-3% ~30%
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Cart Abandonment Retargeting
Lookalike Audiences
Product
Custom Audience
ProductRetargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
~1-3% ~30%
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Cart Abandonment Retargeting
Lookalike Audiences
Product
Custom Audience
Upsell / Complementary Products
ProductRetargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
~1-3% ~30%
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Cart Abandonment Retargeting
Lookalike Audiences
Product
Custom Audience
Upsell / Complementary Products
Lookalike Audiences
ProductRetargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
~1-3% ~30%
The Advertising LifeCycle
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Cart Abandonment Retargeting
Product
Custom Audience
Upsell / Complementary Products
Lookalike Audiences
ProductRetargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
~1-3% ~30%
The Advertising LifeCycle
Lookalikes
Lookalikes Lookalikes
Lookalikes
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Cart Abandonment Retargeting
Product
Custom Audience
Upsell / Complementary Products
Lookalike Audiences
ProductRetargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
~1-3% ~30%
The Advertising LifeCycle
Lookalikes
Lookalikes Lookalikes
Lookalikes
SCALE
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Cart Abandonment Retargeting
Product
Upsell / Complementary Products
ProductRetargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
~1-3% ~30%
The Advertising LifeCycle
Lookalikes
Lookalikes Lookalikes
Lookalikes
SCALE
Product Custom Audienc
e
Product Custom Audienc
e
Product Custom Audienc
e
Product Custom Audienc
e
Lookalike Audiences
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Cart Abandonment Retargeting
Product
Upsell / Complementary Products
ProductRetargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
~1-3% ~30%
The Advertising LifeCycle
Lookalikes
Lookalikes Lookalikes
Lookalikes
SCALE
Lookalikes
Lookalikes Lookalikes
Lookalikes
Product Custom Audienc
e
Product Custom Audienc
e
Product Custom Audienc
e
Product Custom Audienc
e
@jlarkin353
Shopping Cart
Generate New Leads
Your Store
Adwords
SEO Content
PR
Facebook Ads
Social Media
CHECKOUT
Product
Product Product
Cart Abandonment Retargeting
Product
Upsell / Complementary Products
ProductRetargeting
ProductRetargeting
ProductRetargeting
ProductRetargeting
~10%
~1-3% ~30%
The Advertising LifeCycle
Lookalikes
Lookalikes Lookalikes
Lookalikes
SCALE
Lookalikes
Lookalikes Lookalikes
Lookalikes
Product Custom Audienc
e
Product Custom Audienc
e
Product Custom Audienc
e
Product Custom Audienc
e
TRUE SCALE
Thanks!
@jlarkin353
Use your data creatively to gain a competitive advantage
and achieve better results.