targeting your social ads: facebook remarketing and marketo personalization

Mike Telem VP Product Marketing, Marketo

Facebook Remarketing

Marketo Real-Time Personalization

Ravi AdusumilliHead of Enterprise Partnerships, Facebook

Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023

Overview

• Intro

• Personalization

• Ad Remarketing

• The advantages of Personalized Remarketing

• Case Study

• Getting Started


Digital Marketing Budgets

• 25% of the digital marketing budget is on display

• 44% of B2B companies will increase display budgets

• 70% YoY Remarketing growth

• $133 Billion spent on online advertising in 2014 with expected growth of an

additional 16% during 2015

© 2014 Marketo, Inc. Marketo Proprietary and Confidential

Personalization


What is Personalization?

The combination of:

• Identifying a person’s attributes (Intent, potential,

behavior, profile and/or firmographics)

• Customizing their experience by presenting them

with relevant content, calls-to-action or visuals


What is Real-time Personalization?

Speed

“Within the first 10 seconds of your visitor’s website experience, you must

explain what you can do for them” (Microsoft Research)

Relevancy

“82% of prospects value content targeted to their specific industry” (MarketingSherpa)

Personalizing your prospects experience while they are engaged and

attentive


B2B Personalization Attributes

Organization Industry Revenue

Customer Journey

Size Persona Territory


B2C Personalization Attributes

Customer Journey

GeoLocation

Price Sensitivity

CustomerProfile

Buying History

Product Intent


Real-Time Personalization

• Segments inbound prospects in real-time based on:

• Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous


Personalized Web Engagement

Default ViewPersonalized for Visitors from the Healthcare Industry

Higher engagement, with average visit duration rising 313% and average pages per visit increasing 163%.


Personalized Web Engagement


Behavioral (honeymoon search & referral)


Behavioral (Golf search & referral)

Over 17% avg. CTR on behavioral campaigns.

3xMore click-thrus than any other method

33%Conversion rates for personalized campaigns

20%Increase in qualified lead gen with selected content

Personalization Results

10xUplift in revenue generating conversions rates

B2C

B2B


Facebook Remarketing

The center of discovery

Reaching real people across devices

Across devicesDeliver ads across desktop and mobile

Real identityFacebook’s use of real identity means you’ll

target people, not cookies

Accurate targeting

You can layer other Facebook targeting options to ensure you’re sending

the right message

Incredible scaleFacebook’s broad reach

across desktop and mobile consists of 1.4+ billion monthly active users

(March 2015)

Remarketing using Custom Audiences

Source: Facebook US internal data, March 2015

Custom Audiences enable you to target people on Facebook based on the data you

own in a privacy safe way.

Matched targets

Your dataDirect or through third-party

Intent data +

Marketo’s Personalization Attributes

Facebook

People you know on Facebook

Remarket using Custom AudiencesUsing the Facebook Pixel, you can automatically create Custom Audiences based on the actions people have taken on your website.

Remarket using Custom AudiencesAcquire customers

Ads automatically served in News Feed

Drive back to your website ormobile app to convert

Exit and didn’t sign up or convert

Your website or mobile app

Remarketing across business objectives

Objective Example

Online conversionBring your website/mobile app visitorsback to your online conversion funnel

Telco remarkets business services to key accounts with a link ad (on any device) encouraging them to complete their transaction

Lead GenerationDrive people to a form to sign up for a demo, or for an upcoming event

Pharmaceutical retargets a link ad based on industry and organization for an upcoming event

Offline salesDrive your website/mobile appvisitors into your store

Auto brand remarkets a photo ad on mobile to people who viewed a specific car, asking them to visit the local dealership for a test drive

Mobile app install adsEncourage your website visitors toinstall your mobile app

A regional bank targets all local businesses owners with <100 employees with mobile app install ad

Remarketing across marketing objectives

Excluding existing customers

Exclude users who have already purchased the product.

Continue to show ads with complimentary products

Remarketing to potential leads/customers

Capture users who have expressed intent on your website or mobile app.

Segment these users and target with ads.

Finding new potential customers

Use Custom Audiences from your website or mobile app as a seed to create lookalikes.

Acquire new customers who look like your existing customers.

Businesses are seeing tremendous successDrive website conversions

70%lower CPA than

other display media

68%increase in online

desktop orders

Source: Facebook case studies

54Xreturn on

advertising spend

15%above AOV for conversions

20Jeans

3x reduction in CPA

Used Custom Audiences to retarget people who abandoned shopping cart

Automotive

Drove offline test drives at the lowest cost per acquisition of any channel

Used Custom Audiences from their website + Custom Audience

Tailor your creative to each audience

Massive reach once meant mass-message

Achieve massive reach while delivering relevant messages to segmented audiences

Before Now

F 18–45,SedanOutdoors

F 18–45,SedanMoms

F 18–45,SedanEco


Businesses are seeing tremendous successDrive website conversions

70%lower CPA than other display

media

68%increase in

online desktop orders

Source: Facebook case studies

54Xreturn on

advertising spend

15%above AOV for

conversions

20Jeans

3x reduction in CPA

Used Custom Audiences to retarget people who abandoned shopping cart

Automotive

Drove offline test drives at the lowest cost per acquisition of any channel

Used Custom Audiences from their website + Custom Audience


Personalized Remarketing


Don’t Propose on the first date


It pays to bring people back…

• Bounce rate

• 1st Visit: 50%

• 2nd-5th Visit: lower then 20%

• Conversion Rate

• 1st Visit: 1-4%

• 2nd-5th Visit: 8-12%. Leads are more qualified.

• Conversions increase by 2-3x compared to the 1st visit


Personalized Retargeting Use Cases

• Product interest

• Buying history

• Vertical / Market Segment

• Targeted Named Accounts

• Sales Cycle Stage / Score


Retargeting - General (Advertising)

FacebookCustom

AudienceSite Visit Leaves Site

Industry: HealthcareRevenue: Mid-SizeLocation: Canton, OhioInterest: Personalization

MarketoPersonalization

Personalized Return Site Visit

Visitor


Case Study


Facebook – Remarketing


Facebook – Personalized Remarketing


Retargeting – Personalized (Advertising)


Retargeting – Personalized (Advertising)

Higher Education Healthcare Large Enterprises


Personalized Ads - Results

60%Increase in Total Click

Through Rate

6XUnique Click Through

Rate

21%Lower Cost per Unique

Click


How to


Define Audiences in Marketo RTP


RTP Segment Name


Getting Started


Getting Started

Setup RTP segments

Set up Remarketing Lists

Execute personalized remarketing campaigns

Measure Personalized Ad performance

Questions


Thank you

Personalized Retargeting

targeting your social ads: facebook remarketing and marketo personalization

Business

marketo proprietary

confidential marketo

confidential page

visuals page

anonymous page

attentive page

average page visit

personalized content