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Advanced Retargeting and Deciphering Your ROI. Hafez Adel, Retargeter Lauren Vaccarello, AdRoll Moderated by: Sarah Veit Wallis, Indochino. Myth #1: Users have to visit your site for you to retarget them

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advanced retargeting and deciphering your roi
Advanced Retargeting and Deciphering Your ROI

Hafez Adel, Retargeter

Lauren Vaccarello, AdRoll

Moderated by: Sarah Veit Wallis, Indochino


Myth #1: Users have to visit your site for you to retarget them

Reality: There are a variety of user behaviors that can be leveraged for a retargeting campaign


Myth #2: Retargeting is exclusively a bottom-funnel tactic

Reality: Retargeting can be used throughout the funnel, from awareness to loyalty

search retargeting
Search Retargeting

Target ads based on search queries

use case conquesting
Use Case: Conquesting
  • Target competitors’ brand names
  • Focus ads on why you’re better
  • Align landing page with search queries for maximum relevance and performance
  • Tip: The more you segment, the better your campaign
email retargeting
Email Retargeting

Target ads based on email opens

You send an email blast containing retargeting pixel code

When recipients open your email, they will be tagged with your cookie

Once tagged, your email recipients will see your ads throughout the web

use case reinforce email newsletters
Use Case: Reinforce Email Newsletters
  • Email + display outperforms either on their own
  • Segment your retargeting campaign the same as your email lists
  • Align creative with newsletter offer
  • Tip: Use a limited time offer in your creative to create urgency and spark action
crm retargeting
CRM Retargeting

Target ads using your CRM data

CRM data is matched with existing online profiles

Upload your mailing list to data onboarding provider

Users are tagged with your cookie through a database sync

Users see your ads throughout the web

case study bustedtees
Case Study: BustedTees

Objective: Re-engage dormant customers

Strategy: Segment CRM based on lifetime value and recency of activity


  • 447,180 ad impressions
  • 195 conversions (AOV: $40)
  • 390% ROI
advanced retargeting and deciphering your roi1
Advanced Retargeting and Deciphering Your ROI

Lauren Vaccarello, VP Marketing

adroll is the global leader in retargeting
AdRoll is the Global Leader in Retargeting

8,000+ Customers

#1, #3 in Marketing & Advertising

Fastest Growing Private Company

America’s Most Promising Companies


Advanced segmentation

Dynamic creatives

Reach buyer across platforms

Maximize LTV

Drive incremental conversions

create custom segments for better results
Create Custom Segments for Better Results

Create segments by product types

Show different message to each segment

what segments should you create
What Segments Should You Create?


Marketing objective


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

Hey girl

Your ads are so personal, I convert every time


Alex and Ani Spiked Holiday Sales with Liquid Ads

  • Experienced a 6.1X ROI
  • Ads with the holiday promotions drove click conversion rate to 5x higher than average—resulting in a 14.6% Click Conversion Rate
  • FBX Liquid CTR was 52% higher and CPC was 24% more efficient than FBX static ads
reach customers across all channels be inventory agnostic
Reach Customers Across All ChannelsBe Inventory Agnostic


AdRoll integrates with all the major ad exchanges.

Retargeting Platform


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

Increase Customer LTV with CRM Retargeting

Couple your offline data (email or mailing lists) with your online data to create targeted ads for your visitors across the web.

reengage with repeat buyers
Reengage with Repeat Buyers

Encourage Repeat Purchase

  • Engage previous customers with new season lines
  • Show special events, promotions for loyal customers
  • Build brand loyalty
Betabrand Seamlessly Builds their Community with AdRoll

Drives a 5.5x ROI by improving bottom-of-the-funnel conversions

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

measure your retargeting lift
Measure Your Retargeting Lift

Know exactly how much revenue retargeting is generating

  • Measure your retargeting with A/B testing solution
  • Focus on incremental conversions
  • Avoid retargeting leads that would have naturally converted
wrapping it up
Wrapping it Up
  • You already have the most powerful data, Use it.
  • Create custom segments for better targeting
  • Personalize your ads for stronger results
  • Be everywhere your prospects and customers are
  • Market to customers to increase lifetime value
  • Focus on incremental returns
thank you
Thank You!

Sarah Wallis, COO at Indochino

Lauren Vaccarello, VP Marketing at AdRoll

@LaurenV and @AdRoll

Hafez Adel, Sr. Director of Marketing at ReTargeter