Advertiser Qualification

Question 1

What are our default products?

Answer 1

1. CT One Tag
2. Performance Banners
3. FBX RHS + Newsfeed
4. EOS

Question 2

What are the 5 main categories of questions to ask a new client?

Answer 2

1. Advertiser’s activity
2. Technical Context
3. Campaign Targets
4. Competition Landscape
5. Marketing Context

Question 3

What are the 5 key questions for advertiser’s activity and their purpose?

Answer 3

To understand the advertiser’s business and propose the right campaign

1. What’s the advertiser’s vertical ? (to identify established offerings in the vertical)
2. What does the advertiser sell? ( to identify relevant tagging scenarios)
   
   • Product/Service?
   • Single or multiple products? # of products in feed?
   • Standard or highly customized?
   • One or many products in cust carts?
3. How does the advertiser make money? ( to determine what metrics advertiser will value)
   
   • Through sales or converting users?
   • Through advertising revenue or unique users?
4. What does the advertiser consider a conversion? ( helps identify relevant tagging scenarios and key campaign metrics)
   
   • sales orr filled-in web form or qualified lead etc
5. What’s the advertiser’s global strategy and perspectives? ( helps anticipate on upcoming notable changes)

Question 4

What are the 6 key questions for marketing context and their purpose?

Answer 4

Know advertiser’s organization for advertising

1. What’s the advertising budget? ( determine potential revenue for CT)
2. How is the advertising budget organized? ( provide further info on advertising’s retargeting budget)
   
   • One overall budget or separate budget for acquisition?
   • Budget split between performance and branding?
   • Budget split between search, Display, affliate marketing?
   • Any other splits?
3. Does the advertiser work through an agency?
4. Who is the main contact for the campaign? ( determine who will be involved in the decision process for campaigns)
5. Are advertising budgets fixed in advance or open and defined based on campaign ROAs? ( define if advertiser work on finite or performance-based budget)
6. What are the advertiser’s marketing actions? (identify potential optimizations to support these actions and potential explanation to variations in performance)
   
   • Specific marketing operations
   • Seasonal actions ( sales, back to school, summer)
   • Regular or ad-hoc modigications on advertiser’s website

Question 5

What are the 7 key questions for competition landscape and their purpose?

Answer 5

Competition & performance, budget attribution across channels

1. What are the other advertising channels used by the advertiser? ( assess competition landscape)
2. How is the budget split among these channels? ( further evaluate account’s potential and identify weight of retargeting)
3. What do they do on mobile? Do they have a mobile site? App? Cross-device solution? ( assess potential on mobile channel)
4. Does the advertiser work with a competing retargeting company? ( Assess Criteo’s position with the AC, anticipate impact on performance attribution and user exposure)
5. Which conversions are taken into account?
   
   • Post click or post view?
   • Windows of attribution?
6. Are sales deduplicated among the different advertising channels? If yes, how?
   
   • prioritization? First or last click?
   • Which deduplication tool is used?
   • Single deduplication platform for all channels?
7. How are the sales attributed among the different advertising channels? ( for 5-7, make sure we’re assessing performance on the same baseline as advertiser and to assess competition landscape)

Question 6

What are the 4 key questions for business target and their purpose?

Answer 6

Objectives of the advertiser’s campaign - very important and should be established in first few meetings. Key to switching advertiser to uncapped budget

1. Besides additional business, what’s the target pursued by the advertiser by implementing a CT campaign?
   
   • ROI
   • New clients acquisition
   • Focus on volumes of conversion
   • Focus on revenue
   • Other ( visibility, UU)
2. What are the key metrics that he advertiser follows? ( for 1 2, enables to determine how to optimize the campaign to reach the target and identify what the advertiser will value)
   
   • COS
   • CPO
   • Global revenue
   • New customer rate
   • Average Cart
   • CR
   • Other ( Cost per UU, ROAs)
3. Are there specific targets to reach for these metrics?( help idenitfy relevant tagging scenarios and key campaign metrics)
4. Are the targets fixed? Do the targets vary relative to colume delivered? ( help optimize the campaign. Note: advertisers sometimes consider this confidential info. However, this info is v.useful to optimize campaigns based on a target and is also provided to affiliates)

Question 7

What are the 4 key questions for advertiser’s activity and their purpose?

Answer 7

Compatibility with CT, indications on the integration

1. What’s the advertiser’s website structure?
   
   • Website live? What’s its URL?
   • Does the website have dedicated pages for each product?
   • A dedicated sales confirmation page?
2. Does the advertiser have a catalogue feed? What’s its structure? ( for 1&2, provide info to TS team, help determine technical integration to be implemented, enable TS to determine if SWAT is needed)
   
   • What info in the feed? ( name, price , image & landing page URL for each product?)
   • advertiser’s feed covers its full inventory of products?
   • Stable product inventory in terms of product actual existence, price and quantity?
   • Products requiring blacklisting? ( adult, wine, drugs)
3. Does the advertiser have partnerships with webanalytics solutions or other technical facilitators? ( identify if CT also has a partnership with the solutions used by advertiser and if partner already includes CT One Tag in its library)
4. What’s the advertiser’s tagging capabilities? ( ensure we cnan have CT One Tag quickly implelented and get hased emails with MD5 technology)
   
   • Tag management solution?
   • Email encryption solution?
   • Conversion pixel implementation?