You keep your retargeting programs on track by measuring campaign metrics: CPA, CPC, ROI, and more. Hit those campaign goals with these optimization tactics:

Personalized messaging and creative

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Most popular ad sizes on mobile and web.

Effective ad campaigns count on great creative. But be careful: ad creative that runs for too long can lead to banner fatigue. After several months of seeing the same ads on the same sites, potential customers might get so used to your ads that they become all but invisible.

Avoid banner fatigue by refreshing your ads on a regular basis. Most successful advertisers rotate their ad creative every few weeks, giving potential customers something new to look at and a new reason to interact with the brand.

In general, we have found that simple ads with bold designs and clear messaging perform the best. Stick to a single message, feature your product or brand prominently in the visuals, and provide an explicit, direct call to action like “Try it now”, “Learn more,” or “Get your discount today!”

Make sure you upload ads in the most popular ad sizes to drive the highest performance.

Segmenting visitors based on behavior

There are some pages on your site—the Thank You page, specific product pages, content download forms—that give you a lot of obvious information about the visitor’s interests and intent. But not every visitor will be leaving you with such a clear indication of what they want from your site. Advanced segmentation lets you structure retargeting campaigns around subtle intent signals, like how many products someone previewed in a single visit or how long they spent on your site.

You can map customer intent signals like these directly to the stages of the customer lifecycle (awareness, consideration, purchase, retention) to build target audience segments. For example, any visitor who makes it to the site is demonstrating awareness of your brand. Starting to fill out a form indicates consideration. Adding a product to the shopping cart shows intent to purchase, and a previous purchase establishes openness to cross-selling or future purchases, and a higher likelihood of retention.

2.3 - Segments

Customized landing pages

Once a potential customer clicks an ad, what will they see? Landing pages should be relevant to the message in the ad they just clicked. If the ad features a promotion, position that promotion prominently on the landing page. If you’re driving traffic to a whitepaper, the ad should take the customer to a download form.

Monitoring traffic and conversions on your campaign landing pages is an excellent way to optimize your retargeting campaigns. Try testing different landing pages from the same ad creative—for example, a cart page vs. a category page—to see which has the highest conversion rate. You can then use intent signals from the more recent visit to move the visitor into a new segment, and serve ads designed to move them through the sales cycle. Based on that information, you can make sure that you build a start-to-finish retargeting campaign that converts the greatest number of customers every step of the way.

Geo-targeting local (and global) markets

2.4 - geoA company doesn’t need a brick-and-mortar presence to benefit from strategic geo-targeting: it’s a great solution for businesses looking to drum up local clientele, or for large national or international companies running special promotions for limited locations.

Even online-only companies may have certain geographic markets that consistently outperform others. Consider geo-targeting markets where you have a higher concentration of high-value customers. By focusing your spend in those areas, you can increase conversion rates while simultaneously saving money in markets that have historically shown lower-value conversions.

Keep in mind, however, that geo-targeting can also limit your scale. Reach out to an AdRoll rep to find the best tactics that work for your business.

Ready to learn more killer retargeting tactics? Download our free guide: Next Level Retargeting.