The most commonly discussed strategies during campaign planning sessions are always behavioral and contextual targeting. Digital marketers love building complex custom audiences using meticulously selected third-party data segments and layering on ideal categories of websites. If programmatic advertising was a crusty loaf of bread, behavioral and contextual targeting are the flour and water. They’re widely considered essential.
Mixing just flour and water might lead to something that fits the technical definition of “bread” but it’ll likely be the kind of bread only enjoyed by astronauts aboard the International Space Station – with some freeze-dried orange marmalade of course.
Add in some yeast, however, and that piece of galactic cardboard could grow up to be a baguette. Retargeting is the yeast of your programmatic ad campaigns and by adding it to the mix, you’ll see your conversions rise.
In most cases, only a few web visitors convert on their first visit to a site. Retargeting is a strategy that tracks cookie profiles to anonymously follow your audience around the web. It allows you to keep your brand in front of bounced traffic and helps you reach those customers who don’t convert right away.
Of course, with so many options available within the digital marketing landscape, you’ll want to make sure you’re prepared to incorporate all the right ingredients as not every recipe will be right for everyone. In the case of retargeting, you’ll want to consider a few details, including your campaign timeline.
- Timing: We recommend allowing at least a month for your retargeting pool to generate a sizable targeting audience, so be sure that timeline fits with your campaign flight dates.
- Goal: Is your goal to run a direct action or response campaign? Retargeting works best in campaigns that are about more than just brand awareness. If you offer a high ticket product or service, users tend to shop around a bit before deciding on a provider, so retargeting could be a powerful way to seal the deal. Retargeting could also work well in campaigns that involve reoccurring purchases, to encourage users to revisit your site.
- Setup: The Choozle smart container tag makes it super simple to set up a retargeting campaign. A retargeting pool is automatically generated when you successfully place the smart container tag and add your main website to your account, along with any additional sites of the same brand – may we recommend a conversion URL or specific product page?
To set up retargeting, all you have to do is add one of your account’s conversion tags to a custom audience. For example, you could serve ads to anyone who has visited your website and not converted by including your main site’s retargeting pool but excluding the retargeting pool that corresponds to your conversion event.
Still not convinced? What if we told you it was free? That’s right – because you are using your account’s first-party data collected using the smart container tag, there is no data CPM associated with running a retargeting campaign. You’ll still have to cover the ad placement cost (base and max bid CPM), but you can end up getting a lot more bang for your buck. Keep in mind that if your retargeting pool has a narrow potential reach you might have to bid aggressively to win those impressions, so consider your budget constraints before launching this type of strategy.
The Choozle Client Success team is on the front lines with our users as they plan and execute their digital advertising campaigns. The Client Success Corner is a bi-monthly feature on hot topics, resources, and best practices that our team comes across every day.