This document provides 7 tips for improving retargeting campaigns: 1) Retarget on multiple platforms, 2) Use category retargeting to enhance dynamic retargeting, 3) Target customers along the entire sales funnel, 4) Intelligently set cookie durations, 5) Leverage advanced audience segmentation, 6) Customize creatives for greater impact, and 7) Expand retargeting audiences beyond past customers. The document emphasizes taking action, noting that knowing best practices is not enough and encouraging starting improvements immediately.

4. Retargeting is the best performing campaign type
“92% of marketers report retargeting performs equal to or
better than search”
(AdRoll State of Industry, 2014)

6. Let’s make retargeting even better!

7. Let’s make retargeting even better!

8. Quick wins -> Performance improves -> More available budget ->
More sales -> Deeper optimisations -> More sales
So that we can expand

9. Retarget on both Google and Facebook
1

10. Many stores retarget on just one platform

11. Retarget on both. Do cross-platform optimization

12. Category retargeting to enhance Dynamic retargeting
2

13. It targets a relevant audience with extremely
relevant products (that they have seen).
Dynamic retargeting is great

14. It could make sense to give them more
options by advertising the category and
sending them to category pages.
Many times, however, people are still searching

15. Consideration funnel

16. Use both category/product ads to get the max effect

17. Advertise on the whole funnel
3

18. For starters, track your funnel

19. Most companies (and ad-tech vendors) focus on “cart-abandoners”

20. Most companies (and ad-tech vendors) focus on “cart-abandoners”
Show ads to prospects
higher in the funnel
Cross-sell
products to
converters

21. Intelligently select your cookie duration
4

22. “The maximum membership duration (of a remarketing audience) is 540
days. If someone continuously visits a page, the clock is reset, and the
visitor's cookie stays on the list.”
(Doubleclick Ad Exchange Help Center)
Max limit for retargeting audience is big

23. 540 days
after the last visit!
Max limit for retargeting audience is big
“The maximum membership duration (of a remarketing audience) is 540
days. If someone continuously visits a page, the clock is reset, and the
visitor's cookie stays on the list.”
(Doubleclick Ad Exchange Help Center)

24. Do not just measure the positive ROI from a small % of
users.Try to estimate also the negative ROI from the %
of users that get annoyed.
Just because we can, does not mean that we should

25. Use data about your average time-to-buy to set the duration

26. Segment your campaigns using various dimensions
5

27. All visitors
Bid 0.10
We could advertise with no segmentation

28. Non-visitor Returning visitor Customer
Bid 0.10 Bid 0.10 Bid 0.10
Having the same bid for all different audiences

29. Different audiences, however, respond differently
Non-visitor Returning visitor Customer
Bid 0.10 Bid 0.10 Bid 0.10
CR: 0.7% CR: 1.2% CR: 2.8%

30. By segmenting and customizing we can get better performance
Non-visitor Returning visitor Customer
Bid 0.07 Bid 0.14 Bid 0.21
CR: 0.7% CR: 1.2% CR: 2.8%

31. Segmenting helps on both bidding and creatives

32. Typical retargeting campaigns
(<10 targetings)
Advanced retargeting campaigns
(>200 targetings)
Campaign break-down by the combination of all
the dimensions below:
● Intent (all, view, cart, purchase)
● Duration (1, 3, 7, 14, 30, 30+)
● Gender (male, female, unknown)
● Age (18-24, 25-34, etc)
● Device (desktop, mobile, tablet)
● All visitors
● Cart abandoners
● Converters
● “Smart lists”
3 audiences, however, is not enough these days

33. Make your creatives stand-out
6

34. Most stores use the default templates

35. But you can be different

36. 1. Stand-out from the crowd (in the attention world)
2. “Branding” to better associate ad with your brand
3. “Branding” to promote a highe-quality brand image
4. Because it makes money €€€€€€€
Benefits of creative customisation

37. “It’s all about the money”
1. Stand-out from the crowd (in the attention world)
2. “Branding” to better associate ad with your brand
3. “Branding” to promote a highe-quality brand image
4. Because it makes money €€€€€€€

38. Better creatives -> Lower CPC -> Increased ROAS

39. Expand your retargeting audience
6

40. But retargeting is finite, based on your audience

41. Because you are hurting the brand by:
● Retargeting for 540 days
● Pushing ads with no limit (impression cap)
But retargeting is finite, based on your audience

42. “Retarget” to your most valuable audience

43. You can target your past customers on Google Ads/Facebook

44. And it works!

45. Segmentation works also here

46. 1. Retarget on both Google and Facebook
2. Category retargeting to enhance Dynamic retargeting
3. Advertise on the whole funnel
4. Intelligently select your cookie duration
5. Segment your campaigns using various dimensions
6. Make your creatives stand-out
7. Expand your retargeting audience
Summary

47. "You see, in life, lots of people know what to do, but few people actually do what they know.
Knowing is not enough!You must take action." (Tony Robbins)

48. Why not start today?
@adaplo