Retargeting allows you to find people online that have already visited your assets, then target them again – called Retargeting.


Setting up Retargeting on your site

  • Place tags on all pages. It’s best to place a Retargeting tag on all pages on your assets – like your homepage and common landing pages from your search or display advertising. Retargeting works best when you have a sizable population to target.
  • Give it enough time. Your Retargeting tag needs at least a week or two (depending on the amount of traffic on your assets) to work before you launch a Retargeting Campaign. Generally, it takes between 2-4 weeks to build a reasonable Retargeting population. But give it at least the minimum – your display ads will thank you.
  • Target broadly. In order to maximize the impact of your Retargeting campaign, it’s best to minimize restrictions such as geo-targeting or site targeting. Broad targeting gives us the greatest opportunity to find your users.
  • Use lots of sizes. Make sure to have as many ad sizes available as possible – especially the standard IAB sizes. This gives the best chance of reaching a large Retargeting population. Forgetting a key size – 728x90, 300x250 or 160x600 – will limit your opportunities.
  • Use the proper tag. When retrieving the audience tag from the audience list, you’ll get both a secure and non-secure version. Use a non-secure audience tag on a non-secure page, and a secure audience tag on a secure page. Failure to do so may generate an error message for your users, and disrupt their experience on your site.

Using Retargeting for sequential messaging

 

With Retargeting, you can create sequential messaging for users navigating through your website. This allows you to tailor your appeal to customers at different points in the purchase funnel. 

 

You can set up sequential messaging by creating multiple Retargeting tags in Retargeting Base. Each different page should have a different audience tag. Therefore, as your customer moves from page to page, his or her will be captured with the audience tag from the page visited.

 

Here’s how it works:

 

Say you create three Retargeting audience lists– one for your home page, one for your shopping cart page, and one for your thank you / confirmation page.

 

When customers land on your homepage, they become part of your homepage Audience List. When a user adds products to his shopping cart he is captured also with another audience tag, the one you set for the shopping cart. Once he complete the purchase, again, another audience tag will capture the user once he arrive to the Thank-You Page.

 

The user is targeted with tailored messages as he moves down the purchase funnel. If you want to reach all the site visitors that haven’t made a purchase, you can target both the 'home page' and 'shopping cart' Audience Lists. And once a purchase is made, you can continue to target the user for future purchases, or cease altogether since he’s no longer in the market for your product.

 

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