Leverage first party customer identity, customer behavior and product catalog data to build high-value customer segments to target with dynamic display ads with Criteo. Together with Bluecore and Criteo, brands can target customers in display to increase Return on Ad Spend (RoAS) and orchestrate targeting across other paid and owned channels at the right time to maximize the value and efficiency of their marketing efforts.
NOTE: This is an advanced feature, please contact your Client Success Manager to upgrade.
Criteo Advertiser ID
INTEGRATE THE PLATFORM
Contact your Bluecore CSM with your Criteo Advertiser ID.
Navigate to the Criteo URL provided to you by Bluecore. Please note, the URL can only be accessed once. If you need a new URL, please contact your FDE.
Sign in to Criteo.
Approve the Bluecore App.
Please contact your Bluecore CSM to let them know the above steps have been completed.
Bluecore Technical Services will create two Data Export destinations: Criteo - One-Time and Criteo - Recurring. These data exports are then used to relay information between Bluecore and Criteo.
Upon completion, the Technical Services team will contact you to begin campaign setup.
SYNC A BLUECORE AUDIENCE
CREATE THE CAMPAIGN
Navigate to the flag icon on the left-hand side of the navigation bar.
Go to Advertise.
Click Create New Campaign.
Select the Custom Media Integration channel.
6. Click Next.
7. Enter a Campaign Name.
8. Select an Audience.
9. Configure a cadence for the campaign to sync.
10. Select a Data Export.
11. Click Save and Continue.
12. Configure the Data Export details:
Ensure that the audience export contains only email addresses.
For one-time campaigns: Select Data Exports channel Criteo Sync - One Time, Confirm that the Filename Timestamped option is ENABLED.
For recurring campaigns: Select Data Exports Channel Criteo Sync - Recurring, Confirm that the Filename Timestamped option is DISABLED.
NOTE: Bluecore syncs audiences to Criteo based on the filename selected in the Data Export process. Creating multiple campaigns with the same filename may result in audiences being over-written.
Test the export, validate that an audience file is posted to the expected FTP location
Click Save and Publish to run the audience export.
The Criteo audience name will be the same as the filename setup during the audience export.
One-time campaigns will sync within 1 hour of campaign send.
Recurring campaigns will sync within 24 hours of campaign send, and every 24 hours thereafter.
The one-time Criteo audiences within Criteo will not be cleaned up by Bluecore. That action needs to be done separately within the Criteo console as required.
The following use cases are not comprehensive of all the campaigns Bluecore can power on Criteo. They’re mostly focused around Bluecore’s Predictive Audience capabilities, but you can experiment with the Customer Behavior filter as well. These use cases are meant to highlight some of the more interesting options and also to point out some best practices, so you can get the most out of Bluecore Audiences on Criteo.
Most good Criteo campaigns are built around Category Preference. It’s great for campaigns targeting a specific product, brand, category, or breadcrumb. For example: a new product launch, a promotion on a specific brand, or an event around a category. It’s a much better option than using past purchasers or past viewers to decide how to target.
The creative of your Criteo campaign should match the attribute value you chose to create the audience (e.g., the specific brand, category, etc.).
Depending on the type of category, you should consider whether to include or exclude past purchasers. Past purchasers will be included in the Category Preference audience by default, as they will likely have very high preferences for the attribute you used as an input. However, if you are looking for existing contacts that have a preference for a product or category that is rarely purchased more than once, like a refrigerator or a mattress, you should consider excluding past purchasers from the audience to avoid targeting them with your Criteo campaign. Exclude past purchasers by using the Customer Behaviors filter within the Audience Builder.
If you find your campaign is performing very well, you can consider lowering the level of preference to broaden the audience and increase the reach of the campaign. If your campaign is not performing as well as you would like, you should raise the level of preference and/or consider layering in the Predictive CLV filter to remove low CLV contacts from the audience. See PCLV best practices below for more detail.
PREDICTED CUSTOMER LIFETIME VALUE
Another commonly used filter for Criteo campaigns is Predicted Customer Lifetime Value (CLV). It’s great for when you want to divide Criteo targeting across your entire customer list. For example, events, sales, or promoting products and categories you know will appeal to your entire customer list. By splitting up your customer list by Predicted CLV, budget and bidding can be optimized to improve ROI on your campaigns.
For example, one client discovered such a low ROI on their Low Predicted CLV audience that they were able to boost overall campaign ROI by over 50% by shifting budget into higher Predicted CLV audiences.
Try dividing Predicted CLV into thirds – High (Top 33%), Medium (Between 33% and 67%), and Low (Bottom 33%), plus a fourth audience for Unknown Predicted CLV contracts. These four groups encompass your entire customer list.
For a campaign targeting your entire customer list, create four identical Criteo campaigns, and target each campaign against one of the four CLV audiences.
Be sure to include Unknown Predicted CLV in your campaigns as we’ve found the performance to be higher on this group than the Low Predicted CLV folks in many instances.
Exclude high-value repeat customers from display in order to nurture in owned channels
OTHER USE CASES
Automatically target recent purchasers with products they are likely to buy in addition to what they already bought. To create this audience, choose a preference to a specific category you think will be a good cross-sell option in general (e.g., speakers).
Create an Audience of customers who have made a purchase in the last 7 days who have NOT bought Speakers in the last 7 days but who have a High or Very High preference to Speakers. This is a group of customers that bought something other than Speakers, but have demonstrated a strong interest in Speakers. Create a Campaign with Speakers creative to target against this audience.
Target a win-back or reactivation offer to customers that have become At-Risk in the last 7 days. Reactivate them before they become Lost customers.
Best practices here would be to include some reason for the customer to reactivate, such as a special discount just for them or free shipping. You can make a few adjustments to improve performance here as well, such as layering in the Predicted CLV filter to remove low value customers, as well as layering in category affinity to show creative based on a customer’s personal product preferences.
Separate your mark down price buyers from your full-price buyers. There are different options of how to use this segmentation. For example, you could simply offer different discounts to the two groups using promo codes within the ad creative or copy. Alternatively, if you’re doing a site-wide promotion, you could do a pre-sale event for full price buyers, and then exclude any recent purchasers when you promote the sale event to the whole customer base.
Q: Do I need Bluecore assistance to set up any new Criteo audience sync?
A: No. Once the Criteo integration is configured by Bluecore Technical Services, any audience synced to the provided Data Export locations will be synced directly to a Criteo audience with a corresponding name.
Q: What is the audience name created in Criteo?
A: The audience name will be the same as the filename in the audience export campaign configured in Bluecore.
Q: How often is the audience updated in Criteo?
A: Recurring audiences are synced once, daily. If you require information about the exact time of day that your audiences are set to sync, please contact Bluecore Support.
Q: Does the audience data in Criteo get refreshed with every sync?
A: Yes. As a part of the API sync, we remove the old audience data and add the fresh audience data.
Q: How can I retrieve the Criteo audience ID of a synced Criteo audience?
A: Bluecore syncs audiences to Criteo based on the name of the exported data file. In order to retrieve the Criteo Audience ID, please contact Bluecore Support.