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Choose the Right Strategy for your Campaign

Before you launch your campaign, decide who you want to target. The scope of your campaign can be general or specific.

Campaign Audiences of all Sizes 

Your customer journey is the path that visitors take to move from discovery (first visit) to customer (conversion). Everyone’s customer journey is going to look a little different, but you can generally break it down as follows:

  • Discovery: Your visitor first discovers on your website.
  • Interest: Your visitor browses or returns to your website again, increasing level of interest.
  • Intent: Your visitor demonstrates an intent to buy, for example downloading a whitepaper or placing items in their cart.
  • Conversion: Your visitor completes their purchase, converting into a customer.
  • Repeat: Your customer becomes a repeat (loyal) buyer.

A general campaign applies to a broad audience at a number of different stages, while a specific campaign focuses on moving users from one specific stage to another.

Your ability to focus your campaign depends on site traffic. If your total audience size is between 1,000 - 10,000 monthly unique visitors (MUV), keep the scope of your campaign more general. We recommend running specific campaigns only if you have 10,000 or more MUV.

The Trade-Off

General campaigns increase interest and intent across your whole audience. If you want to drive a specific action, focus your campaign on reaching the visitors and impressions most relevant to your goal.

Campaign Settings

Bid Strategy

With Campaign Bid Strategies you can specify a goal for your campaign which AdRoll will use to automatically optimize your bids.

A goal could be to maximize Conversions, Clicks, or Impressions or you could set a specific cost-per-acquisition (CPA), cost-per-click (CPC), or cost-per-1,000-impressions (CPM) target.

Learn more about Campaign Bid Strategies.


Increase Reach

  • Increase target audience size: We can’t reach your visitors if they’re not part of your target audience.

    • Target larger and more audiences.

    • Upload your email lists to reconnect with people who haven’t visited your website recently.

  • Avoid restrictions: Remove or reduce restrictions on your campaign such as geotargets, network, or IP exclusions.

  • Diversify your ad sizes: Include all six recommended web ad sizes in your campaign to expand your reach on available inventory.

  • Increase budget: If you have high website traffic, your budget may be restricting the number of visitors we are able to reach.


Set Specific Targets

  • Define your audience: Define specific audiences to better cater your ads to visitor interest. You can define by:

    • Categories viewed
    • Product viewed
    • Pages viewed
  • Exclude converters: If your goal is to drive new revenue, make sure that you’re not serving impressions to existing customers. 

    However, excluding customers isn't always the right move. If your customers are likely to return, you may want to broaden your campaign scope to include all customers. 

  • Lower cookie duration: BidIQ automatically notes the last time someone was on your website, but lowering your cookie duration imposes a hard limit on how long a visitor cookie remains active in your audience. For example, if you know that your sales cycle is generally 10 days you can lower your cookie duration to reflect that.

  • Set geotargets: If you only serve certain locations, set geotargets to focus your efforts on places that matter.

  • Decrease frequency: lowering your frequency caps will narrow BidIQ’s focus to the impressions that have the highest chance of getting clicked, but don’t go too low. The more exposure someone has to your brand, the more likely they are to convert.

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