WELCOME TO STEELHOUSE NEW CLIENT QUICK START GUIDE

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Ruth Jennings
5 years ago
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1 WELCOME TO STEELHOUSE NEW CLIENT QUICK START GUIDE

2 STEELHOUSE QUICK START GUIDE Follow us along the path to higher conversion 3 New Client Checklist 4 What You Need to Know 5 What Your Engineers Need to Know 6 Creative Specifications 7 Top 10 Creative Recommendations 8 Creative Examples 9 Transparent Reporting 10 Frequently Asked Questions 11 Optional T&C s Questions? Contact Chris Innes, your dedicated client services lead, at chris@steelhouse.com or customercare@steelhouse.com.

3 New Client Checklist Here s all you need to get your retargeting ad campaign live with SteelHouse in no time. Get ready to start counting your incremental conversions! Completed Insertion Order Install tracking pixel and conversion pixel Notify SteeHouse that the tracking and conversion pixels are live in production environment Send SteelHouse screenshot of confirmation pixel installed from source code or test order (optional but highly suggested) Send SteelHouse four sizes of creative for each ad group Send SteelHouse the click URLs for each ad group Send SteelHouse URLs for segmentation (for segmented campaigns only) Send SteelHouse the addresses for receiving reports on the performance of your retargeting campaigns 3

4 What You Need to Know SteelHouse Safe Pixel SteelHouse s Safe Pixel is unlike other marketing pixels. While other marketing pixels sequentially load as your website is being rendered, the SteelHouse Safe Pixel loads independently of your website, so your visitors never have to wait on our marketing pixel to browse your site. Your Website is Fully Functional before SteelHouse Safe Pixel Loads Page Elements Page Load Sequence 1: Element 1 (i.e. css file)... 2: Element 2 (i.e. img file)... 3: Element : Element : Element : SteelHouse Safe Pixel... Safe Pixel Loads after Website fully loads Safe Pixel Quick Tip The Safe Pixel is aptly named it never impacts your visitor s experience or your site s performance. SteelHouse safe pixels enables ad segmentation, optimizes user experience, boosts conversion rates and puts the data collected from your campaign to good use. Your engineering team can easily insert the Safe Pixel just once for your whole website and not have to dig back into the code every time you or SteelHouse want to optimize your campaign. Segmentation SteelHouse uses a unique form of ad segmentation, a method of ad-serving that takes advantage of the wealth of information you get from SteelHouse s tracking technology. Segmentation profiles your users based on product categories, landing pages and browsing history to micro-target them and deliver the most compelling, effective creative. Average segmentation conversion and click rates are 150% higher (or more!) when compared to regular ad retargeting conversion rates. If you haven t already signed up for SteelHouse s segmentation, talk to your client services lead and they ll give you all the information you need to get started. The segmentation technology that SteelHouse provides allows us to use our own creative while still utilizing all the advantages of dynamic ads. Will Swales, Web Marketing Manager, Evo.com 4

5 What Your Engineers Need to Know There are only two easy pieces of JavaScript your engineers need to install on your behalf to help you start increasing conversion rates.! CAUTION! Get exact code from SteelHouse Client Services Team 1 Start with the SteelHouse Safe Pixel code that goes on every page of your website. Your engineers will copy and paste this code between the <body> and </body> tags. Advertiser ID assigned to you by SteelHouse. This never changes! <script type="text/javascript"> // tracking pixel version 2.8 var shpn=' ; Insert Product Name var shpc=' ; Insert Product Category var shpp=' ; Insert Product Price var shpb=' ; Insert Product Brand var shpi=' ; Insert Product Image URL var shcv=' '; Insert Shopping Cart Value var shcq=' '; Insert Shopping Cart Quantity var shcp=' '; Insert Shopping Cart Comma Separated List of Product IDs var aid='xxxx';var tdr='';if (top.document.referrer!= ''){tdr = encodeuricomponent(top.document. referrer);}var plh='';if (parent.location.href!= ''){plh = encodeuricomponent(parent.location.href);}shpi = encodeuricomponent(shpi);(function(){steelhouse={add:function(a,b,c,d){d=d false;if(a.addeventlisten er){a.addeventlistener(b,c,d)}else if(a.attachevent){a.attachevent("on"+b,c)}},load:function(){var a;if(typeof a=='undefined'){a=math.random()* }var b=document.createelement ('script');var c='px.steelhousemedia.com/st?aid='+aid+'&cb='+a+'&shcv='+shcv+'&shcq='+shcq+'&shcp=' +shcp+'&shpn='+shpn+'&shpc='+shpc+'&shpp='+shpp+'&shpb='+shpb+'&shpi='+shpi+'&tdr='+tdr+'&plh=' +plh;b.type='text/javascript';b.src=(' d=document.getelementsbytagname('script');var e=number(d.length)-1;var f=document.getelementsbytagname('script')[e];f.parentnode.insertbefore(b,f)}};steelhouse.load();})(); </script> 2 The code on your conversion page requires the addition of a second and final piece of JavaScript. For the confirmation code to work properly, please dynamically add Order ID and Order Amount. Add your designated Order ID here between the apostrophes with no spaces. Done properly, it should be formatted like the Advertiser ID. <script type="text/javascript"> // CONVERSION PIXEL var aid='xxxx'; Advertiser ID. var oid=' '; // var oamt=' '; // Add your designated Order Amount here, the same way you added the Order ID. var additional = ' add additional arguments here. please start off with '&' '; // (function(){steelhouse={add:function(a,b,c,d){d=d false;if(a.addeventlistener){a.addeventlistener(b,c,d)} else if(a.attachevent){a.attachevent("on"+b,c)}},load:function(){var a;if(typeof a=='undefined'){a=math.random()* }var b=document.createelement('script');var c='px.steelhousemedia.com/st?aid='+aid+'&conv=1&order_id='+oid+'&order_amt='+oamt+'&cb='+a+addit ional;b.type='text/javascript';b.src=(' d=document.getelementsbytagname('script');var e=number(d.length)-1;var f=document.getelementsbytagname('script')[e];f.parentnode.insertbefore(b,f)}};steelhouse.load();})(); </script> 5

6 Creative Specs You can send us any number of creative the more, the better! We believe in continually A/B testing creative to identify winning ad units, so keep them coming. All of your creative should fall under the following specifications, as required by our ad network partners. Dimensions: Creative must be produced in these exact pixel dimensions in files less than or equal to 40kb: Leaderboard 728x90 Skyscraper 120x600 Wide Skyscraper 160x600 Medium Rectangle 300x250 Formats: Animated creative generally outperforms static creative JPEG GIF or animated GIFs (animation should be no longer than 15 seconds) SWF Flash files (animation should be no longer than 15 seconds) 3rd party tags No looping Click-Through URL: A click-through destination URL must be provided for each creative. If your offer is on the banner, it s best practice to carry this offer onto your landing page for consistency s sake. Flash files: Flash click-through links must use a clicktag and open in a new window. Border: Creatives must have a border at least 1 pixel in width. The color must differ from the background color. Naming: Creative file names must include the creative s dimensions (i.e., FREESHIPPING_300x250.jpg). 6

7 Top 10 Creative Recommendations 1 Keep your logo prominent and consistent throughout all ad units. 2 Integrating product images in creative is highly recommended. 3 Keep your message clear! Make sure your creative matches the landing page to which it is linked. 4 Provide multiple pieces of creative to keep your brand fresh and relevant Raise the stakes! Offer incentives with an expiration date and prompt your customers to act fast by testing scarcity messages such as Limited Time Only or While Supplies Last. Sound a call to action with phrases like Learn more or Shop now. Offers perform better when a call to action is highlighted, too. For example, Order today and receive free shipping! Test different pricing metrics. Are percentages or dollar figures more effective for your target audience? Even if the effective prices are the same, customers may respond differently to an offer for 10% off a $100 purchase versus $10 off a $100 purchase. Try flash animation and rich media ads tied to a clear call to action to grab and hold your customer s attention. Creative flow should run from left to right, top to bottom. Users tend to scan in this direction. For vertical units, key content should be in the top 2/3rds of the unit, because the lower 1/3rd is below the fold of the browser. 10 Most importantly, say more with less! 7

8 Creative Examples from TOMS Shoes A SteelHouse Client Leaderboard Wide Skyscraper Medium Rectangle Medium Rectangle 8

Reports can arrive as needed according to any time frame monthly, weekly, daily, or on demand.

9 Transparent Reporting At SteelHouse, we believe in absolute transparency. We have several standard reports that we make sure every customer has access to, and we have the ability to generate data in any way imaginable. Reports can arrive as needed according to any time frame monthly, weekly, daily, or on demand. SteelHouse provides all customers with two standard reports: Conversion Summary A month-to-date snapshot of overall campaign performance that is 1 delivered daily. Creative Summary A month-to-date report for both ad groups and individual creative 2 performance that is delivered weekly. 9

10 Frequently Asked Questions What do I have to do to set up segmentation? The SteelHouse Safe Pixel can instantly implement segmentation in most scenarios, with no additional code change required. Just let us know what categories or landing pages you would like to segment, the destination click-url, send us creative for each individual segment, and you re on your way to turbocharging your conversion. Can you send me more campaign data? SteelHouse strives for total data transparency. We have several out of the box reports, but can send any data requested. Will your marketing pixel slow my site down? Never. The SteelHouse Safe Pixel loads independently of the webpage being rendered so your website stays as fast as ever. What happens if your marketing pixel fails? If the SteelHouse Safe Pixel ever encountered an error, your visitors wouldn t even notice. Your site would be fully functional, no matter what. Do you collect personally identifiable data? No. Privacy is very important to the SteelHouse team. We capture only non-personally identifiable information for advertising purposes. This information is anonymous and cannot be traced back to any individual. How long does it take to ramp up the campaigns? SteelHouse cookies customers who visit your site for a full 30 day period because it takes about a month to gather data and build your customized campaign. With the constant optimization efforts and support of the SteelHouse team, your campaign will always move forward according to plan. 10

11 Optional T&C s SteelHouse realizes that a business is only as strong as its customer base. We provide the option for your customers to opt-out of SteelHouse retargeted advertising if they wish to do so. If you would like to incorporate SteelHouse s opt-out feature in your website s Privacy Policy, we suggest using the following as a starting point: We partner with SteelHouse to deliver ads that are more relevant to your interests. SteelHouse s pixel tags only collect Non-Personally Identifiable Information for advertising purposes. This information is anonymous and cannot be traced back to an individual. To read SteelHouse s Privacy Policy, click here. To opt-out of this advertising service, click here. Privacy policy link: Opt-out link: 11

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