Get Started with Web Ads using Recipes

If you're new to web ads, this guide will help you understand the basics and get started on the right track with Recipes. 

Understanding Trackable Visitors

To make the most of retargeting, we recommend having a minimum trackable monthly site traffic of 500 visitors. This ensures optimal performance and effectiveness. If you're looking to increase your site traffic, our Attract New Visitors recipe is a great option to explore.

Measuring Success

To measure the success of your Attract New Visitors campaigns, we suggest focusing on the following metrics:

  • Cost per New Visitor (CPNV): This metric helps you understand the cost associated with acquiring new visitors to your website through Display Ads.

This can be found in the performance report of your recipe. 


Trackable Visitors

Trackable visitors refer to the traffic that can be attributed to AdRoll. It's important to ensure that your tracking is properly set up to accurately measure your campaign's performance. If you encounter any discrepancies, you can find more information in our help center articles on "Discrepancies in Traffic and Conversion Tracking" and "Discrepancies in Google Analytics."

Suggested Monthly Display Retargeting Budget 

Determining the ideal monthly retargeting budget can be a challenging task. While it's not possible to provide an exact figure, we can offer some guidance to help you get started. Keep in mind that the suggested budget is an approximation and should be adjusted based on your specific circumstances.

Here are some best practices to consider when setting up and evaluating your display advertising campaign:

  • Campaign Objective: Clearly define the objective of your campaign, whether it's to increase brand awareness, drive website traffic, generate leads, or boost sales. Each objective may require a different level of investment.
  • Evaluate your Target Audience Size: The size of your target audience plays a crucial role in budget allocation. If you have a smaller audience, you may require a lower budget compared to a larger audience. This is because the frequency of ad impressions needed to effectively retarget a smaller audience may be lower. Limit the number of filters and device targeting options to maximize the reach of your campaign. Additionally, consider expanding your geo-targeting to reach a broader audience.
  • Audience Selection: The choice of your target audience segments can impact your campaign's performance and budget utilization. Some segments may be more valuable to your business than others.
  • Assess your Industry and Competition: Industries with high competition tend to have higher advertising costs. Research and analyze your industry's benchmark to understand the average investment made by competitors in retargeting campaigns. This can help you gauge the competitive landscape and make informed decisions about your budget.
  • Test and Optimize: Keep in mind that retargeting is an iterative process. Continuously test different strategies, creatives, and audiences to refine your campaigns' performance. Monitor key metrics such as click-through rates, conversion rates, and return on ad spend (ROAS) to make data-driven decisions about budget adjustments.

Other Key Factors to Consider

  • Conversion Time: Consider the typical time it takes for your visitors to convert in their customer journey. This will help you set appropriate expectations for campaign performance.
  • Seasonality: Take into account the seasonal variations that can impact the cost and performance of your display advertising campaigns. For instance, during the holiday season, such as Christmas, advertising costs may increase due to higher demand and competition. It's essential to factor in these fluctuations when planning your budget and campaign timing.
  • Ad Types and Formats: Consider the different types of display ad formats available to you, such as static images, animated GIFs, HTML5 banners, or dynamic ads. Select the ad format that best aligns with your campaign objectives and resonates with your target audience.
  • Attribution: Understand how you attribute conversions to your advertising efforts, whether it's last-touch, last-click, or multi-touch attribution.

Check out our Recipes Guide to learn about the recipes we offer and how to create them step by step. 

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