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In addition to retargeting, Perfect Audience works as a network of advertisers by using Connect, a way to share audiences without competing.  Today we’re highlighting the Sharper Image, an American brand that offers consumers home electronics, air purifiers, gifts and other high-tech lifestyle products.  Kirk Ciarrocchi, Paid Search Marketing Manager explains the benefits of Perfect Audience Connect. 

Creative gifts for the holidays and other occasions

KIRK CIARROCCHI: The Sharper Image is the premier destination for cutting edge gadgets, electronics, and luxury home/lifestyle products. Our unique products add style and comfort to any home and make great gifts for any occasion, especially the holiday season.  Our customers visit our website to find original and creative gifts like drones, hover boards, air purifiers, massage chairs, audio accessories, travel accessories, and sleep solutions.

With more than 500,000 unique visitors per month and more than 3 million unique visitors during the November–December holiday shopping season, our website reflects the popularity of our brand.

Avid, active shoppers 

KC: Our users are mostly affluent and active shoppers who are not terribly price-concious.  For our Partner Connect initiative, we’ve adopted a similar strategy to our catalog mailing list.  The result has been a lot of connection and crossover between our audience and the customers of other luxury living brands.

We’ve partnered with brands offering high-end goods and services such as wine subscriptions, travel merchandise, performance bicycles, finance and insurance, and home décor.  Our customer base would be a great fit with a number of different types of retailers.

Other key metrics: 91% of our users live in the United States, with a 50/50 split between men and women. Approximately 92% of our users are over 25, and 72% are over 35.

How did you learn about Partner Connect?

KC: Our Marin team recommended Partner Connect as a way to share and find highly qualified and targeted audiences as we deployed a more advanced display strategy.  After finding huge success with Marin in our search efforts, being able to leverage Marin in other areas seemed like the next logical step because we’ve already proven that the technology works, and works well.

What goals are you looking to achieve with
Partner Connect? 

KC: We’d love to share our audience data with other non-competing brands. We hope to learn even more about our customers and their interests for the benefit of our partners and our brand.

Interested in targeting The Sharper Image’s audience? Learn more about audience extension with Partner Connect today.

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

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Holiday shopping is in full swing even though Cyber Monday is still two weeks away.  If you’re running retargeting campaigns, make sure they’re as prepared for the season as you are.  Online sales are forecast to increase between 7 and 10 percent over last year to as much as $117 billion.

We made your list, so check it twice, and take these steps to boost campaign performance during the holiday season:

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Increase your budgets to win more impressions

 

You’re likely going to see a boost in site traffic (especially if you sell anything that can be given as a gift), which means you’ll see a boost in impressions served in Perfect Audience and in advertising funds spent. Make sure your campaigns have a proper budget set to guarantee you have enough ad money available for the day, so that you don’t miss out on these potential new customers.

We recommend a 25 to 50% budget increase for the holidays, but you know your site traffic best. Whatever percentage of traffic increase you’re expecting, boost your budget about that same percentage.

To change your weekly campaign budget in Perfect Audience, go to Manage -> Campaigns and edit your campaign. In Step 3, change your budget amount:

change budget

 

Remember to hit Save at the bottom of the page when you’re done.  You’re all set!

 

Raise your campaign bids

 

Almost all advertisers will all increase their spend for the holidays, so you’re going to have serious competition.

With so many advertisers fighting for ad space, it’s not uncommon to see your CPM costs rise during this time of year. To prepare for this surge, make sure you increase your CPM bids across your campaigns. Bidding higher will make your campaigns more competitive and will give you a better chance of serving more ads by winning more impressions.  We suggest increasing your CPM bid by 50-100% of the current average CPM cost for the campaign.

To modify your CPM bid, go to Manage -> Campaigns and edit a campaign. In step 3, find Bid Type and change the setting to Manual Bidding. Then enter your CPM bid:

manual bidding

Save when you’re finished editing your bidding.

 

Use holiday-themed ads and landing pages

 

Holiday-themed advertising only gets people’s attention during one time of the year, and you should join the conversation your customers are having.  Using ads that mention specific events like Black Friday, Cyber Monday, or any of the major holidays can grab a visitor’s attention.

Send a happy holiday message, mention that there are only X number of shopping days left, and give them a reason to click on your ads. Use the holidays as a chance to create urgency and you could see a boost in clicks and conversions.

Two quick steps you can take:

 

  1. Create landing pages and content on your site for these holiday events, then create audiences that capture visitors of these pages. (Information about audiences is available here.)
  2. Run campaigns to serve your holiday ads to your holiday page visitors. If they’re coming to your site looking for holiday deals, they are more likely to respond to holiday-themed ads.

We hope these suggestions are helpful and lead to a profitable holiday season for you and your business. As always, please feel free to contact us at support@perfectaudience.com with any questions or comments.

From our team to yours – happy holidays and thank you for using Perfect Audience!

Want tips from Marin Software on Black Friday/Cyber Monday?  Check them out here.

 

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

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Now that you’ve used Perfect Audience for a little while, it’s time to become a retargeting rockstar!  You can do that by learning advanced retargeting techniques in Perfect Audience 201, a webinar hosted by Senior Customer Success Manager Scott Danielson.

Topics covered include:

  • Web banner ad best practices
  • Dynamic and seasonal ads
  • Mobile ads (more info on mobile ads here)
  • Tracking/targeting/excluding converted users and cart bouncers

and more!  Register here.

Not ready for 201?  Master the basics with Perfect Audience 101.

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

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Perfect Audience now features the ability to exclude IP addresses from your campaign(s).  You can enable this when creating or editing a campaign.

Use IP Address Exclusion to prevent your ads from serving to yourself, your team, or your agency.

Here’s how: Start at your dashboard.

  • Edit your campaign
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  • Select “Exclude IP Addresses”
  • Enter a comma-separated list of IP addresses to exclude or block
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  • Remember to Save at the bottom of the page!

Questions?  Hit us up: success@perfectaudience.com.

Thank you for using Perfect Audience!

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team


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It’s official – mobile device use now accounts for 68% of digital media time, with 87% of people reporting that they have their smartphone at their side at all times.

Another eye-opening statistic: approximately 50% of everyone’s total digital time (desktop + mobile) is spent in mobile apps, whose use far exceeds that of mobile web browsing.  If you’re not engaging people on the apps where they spend half their online time, you are missing conversion opportunities.  If you are an app developer yourself, you’re probably aware of the sobering fact that the average mobile app loses 80% of its users within a month of them installing.

To combat this one-two punch of app churn and mobile device preference (addiction?), Perfect Audience offers feature-rich Mobile Retargeting to all our customers.  Perfect Audience Mobile Retargeting is a suite of powerful features designed for app developers looking to re-engage high value mobile users with in-app ads across the world’s greatest smartphone and tablet apps.  A quick look:

  • We let you segment and onboard mobile users you want to target.
  • We let you build in-app audiences seamlessly.
  • You can launch campaigns that connect you to the world’s best app inventory.
  • Perfect Audience provides cross-device retargeting so you can use web audiences to serve mobile ads.

With Perfect Audience Mobile Retargeting, advertisers re-engage those lost users where they spend their time: on their mobile devices.

Let’s check out the separate components of this solution:

 

Audience Type: Customer Audiences

These are audiences created by uploading lists of Device IDs (Apple IDFAs or Android Advertising IDs).  Customer audiences are designed for one-off use cases where you have a big batch of users you want to target with ads.  To create a Customer Audience, upload a .csv file containing the device IDs you’re interested in.  We process these within Perfect Audience and make them available as a new audience in two minutes.  Customer Audiences can be updated by making later data uploads into a list, but if you have a mobile audience that requires ongoing updating, use App Action Audiences.  Click here to view our guide on iOS tracking implementation.

 

Campaign Type: Mobile App Retargeting

Build campaigns targeting mobile app inventory.

Inventory: We’ve teamed up with the leading ad exchanges to put all the best mobile app ad impressions at your fingertips. You can serve ads on smartphones and tablets via MoPub, Nexage, Smaato, AppNexus, and Rubion.

Targeting Available: These campaigns can be targeted using App Action Audiences, Customer Audiences, as well as Web Audiences.  You can also target users by device OS (Apple, Android, Windows, Blackberry) and device Type (Tablet or Smartphone). Standard geotargeting and dayparting is available as always.

Ad Formats Supported: Mobile App Retargeting campaigns support two types of ads at launch:

  • mobile banners (320×50)
  • mobile interstitial ads (320×480 and 480×320)

Campaign Type: Cross-Device Retargeting

Follow them to their next device (United States Only).

Cross-device retargeting is the difference between losing someone’s interest when they switch to their mobile device, and having another chance to convert them.

Thousands of marketers have used Perfect Audience to build massive audiences of users who visited their websites.  We’ve developed a way to match web-based cookies to mobile device IDs so that these audiences can be used for mobile app advertising as well.  When you make a mobile app retargeting campaign in Perfect Audience, you will notice that your web audiences are available for targeting.  This is currently only available in the United States.

We’ve seen marketers boost their engagement with lost customers and drive more conversions through cross-device retargeting.  If you’ve got a large web audience, serve mobile ads to them across both iOS and Android devices.

 

Get Started Today

It’s easy to get started with mobile retargeting.  If you already have our tracking tag installed on your web site, try a cross-device campaign targeting visitors to your web site on mobile.  If you have an app already, export a list of lost user device IDs and upload that to create a Customer Audience you can target.  It should just take a few minutes.  Brand-new to Perfect Audience?  Start here.

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Questions?

Bringing seamless, transparent mobile retargeting to marketers has been a goal of Perfect Audience and our clients for some time.  We’re really excited to help app developers re-engage lost users just like we help marketers on desktop.  If you have any questions about these features, reach out on Twitter or write us at success@perfectaudience.com.  We’d love to hear from you and help you get set up.

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team


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Dynamic personalized ads featuring products based on shopper browsing behavior are driving 30-40% higher conversions than standard banner ads. However, creating dynamic banner ads is a costly and time intensive task. Today, Marin’s Perfect Audience is changing that!

Starting today, you’ll be able to create and design Dynamic Banner Product Ads in addition to your Dynamic Facebook Product Ads through our Ad Builder tool in Perfect Audience. You can choose from a number of customizable 300×250, 728×90, 300×600 and 160×600 banner ad templates, which are modified using product-based attributes you want to promote to your prospective customers.

You’ll be able to get to market faster with new dynamic banner strategies and save on internal or external design resources! Setup will take you less than 7 minutes with your Google Merchant Center feed. Let us know if you have any follow up questions or feedback.

You can read more about how you can set this up here: http://support.perfectaudience.com/knowledgebase/articles/929493-setting-up-dynamic-banner-ads

Tony

Tony is the Director of Customer Success at Perfect Audience. Outside of helping advertisers on Perfect Audience make money on their retargeting campaigns, you can find Tony working on his car in his garage or touring competitive open gym volleyballs around the city of Chicago.

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