Remarketing

Overview:  Remarketing is a strategy that shows ads across the web to users who previously visited your website. 

Use Cases: Remarketing is a cost-effective way to drive conversions and is a strategy you should always be leveraging, especially for e-commerce businesses.  A remarketing pool will typically see an ROI of 1.5-2.5X over time.

Case Study: Remarketing for E-Commerce- Skin-Care Brand Revitalizes Online Product Sales 

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA)

Media Type: Display, Native, Audio, Video, CTV

Placement:  Remarketing is available across all media types.

Bid Structure: Bid align with the bid ranges for the campaign’s media type. However, these users are incredibly valuable, as they have already demonstrated an interest in your product or service.  For this reason, we recommend increasing the standard bids for the media type by a few dollars.

Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve and is not recommended with remarketing audiences.

Specs:  Align with the campaign’s media type.

 

Setup

Remarketing campaigns require the setup of a pixel to track the visitors to your website and target those users after they leave your page.  To create one of these pixels, click into the Advertiser, and select ‘New Segment’.  Allow a few minutes for the code to build, then click the pixel name, and copy the ‘Pixel URL Img’.  This should be placed on your homepage and any other page where you want to track visitors. See more on implementing pixels here: Pixel Creation & Implementation.

To target this audience, create a new Line Item and select ‘Associate Segment’. The segment will appear under the ‘Audiences’ dropdown with the same name that you gave your remarketing pixel. Associate this segment to the line and your campaign will serve only to the users who have been captured in this segment by visiting your website.

Most remarketing campaigns are designed to drive conversions.  To track conversion in the platform, you need to create a conversion pixel.  Enter the Advertiser and select ‘New Conversion Pixel’. Select your trigger type, or what causes this pixel to fire, from the following:

  • Click: Only fires when a user clicks the ad and completes a conversion.
  • View: Only fires when a user views an ad and completes a conversion. View will also count for users that click, do not convert, but return to the domain later.
  • Hybrid: Fires on both click AND view. Reporting can be broken out to examine click vs view.

Select your desired attribution window and the duration required before counting a repeat purchaser’s second conversion.  If a repeat conversion is within the window, the conversions will be grouped together as one.  

Allow a few minutes for the code to build, then click the pixel name, and copy the ‘Pixel URL Img’.  When exporting the pixel, you can add “Order ID” and “Revenue” macro placeholders to allow for reporting on revenue generated.  This pixel should ONLY be placed on the page that a converted user will see after completing a conversion, for example the ‘Thank you’ page, post-checkout page, etc.

To add these pixels to your campaign, when creating the line, associate your conversion pixel in the “Conversion Pixel” section.