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Ross O'Connor Head of Sales - Agency and Mid Market Teams AdRoll

How are agencies using retargeting methods to drive conversion?

Retargeting is a clear winner for many brands and agencies. It’s simple to set up, can work to fit big or small brands, and of course, offers a high ROI, especially when it comes to driving sales and conversions. But being proactive about leveraging customer insights? That’s another battle, one that agencies are especially well-equipped to advise on, in partnership with the right technology platform.

Working with a technology partner allows agencies to extract even more insight to build digital marketing strategies on: combined with the analytics and insights they already have about their clients and the industries they work in, retargeting data can provide a crucial boost. Take digital agency Red Hot Penny, who works with retail clients like fashion brand Lipsy and watchmakers Larsson & Jennings. They used key data from past retargeting campaigns to push Larsson &Jennings to the forefront in one of the most crowded ecommerce spaces of the year: the Black Friday weekend.

With the right retargeting strategy, agencies and brands can work together to deliver targeted, high impact results that offer a strong competitive edge – and make a difference to the bottom line.

 Ross O'Connor, Senior Agency Lead, AdRoll

By refreshing banner ads with tailored offers such as a time-limited discount and free delivery – something Larsson & Jennings don’t normally offer – the watchmaker's campaign stood out at a time when other retailers were struggling to cut through the noise. Campaign results were impressive: a whopping 30x ROI on their retargeting spend during the notoriously busy Black Friday and Cyber Monday weekend.

Understanding customer behaviour is crucial for more than just retail brands, however: every sector has its own particular trends agencies can (and should) advise on to make the most of digital campaigns. In the utilities sector, for example, customers tend to visit many different brands and do their homework before signing up to an energy supplier – meaning that companies need to work hard to stay top of mind. When working with the energy company SSE Airtricity, their agency TinderPoint recommended getting in front of non-converters after the research stage with retargeting campaigns designed to entice them back to the website. Using data from AdRoll’s platform, TinderPoint can target warm leads and focus on audience segments that have been shown to deliver results.

Agencies are already experts at making their clients’ budgets go further, based on crucial insights about a brand’s audience that then meet their goals. With the right retargeting strategy, agencies and brands can work together to deliver targeted, high impact results that offer a strong competitive edge – and make a difference to the bottom line.