Cross-Channel Campaign Best Practices

Setting up, maintaining and optimizing your campaigns can be daunting. We’ve helped over 120,000 customers make a collective average of $165 billion per year and along the way we’ve put together some best practices. Below we’ve shared those best practices for how to pair ads and emails to reach your goals across channels and all along your customer lifecycle. 

Note: While these best practices are a great place to start, each brand and campaign will be different. We recommend that you check on your campaigns on a weekly basis and optimize according to performance.

After you’ve connected AdRoll, our platform will start gathering information about how customers interact with your brand. Then, we put this knowledge to work in helping you segment customers and target them with strategies specifically tailored to help you reach your goals. Below are our recommendations for how to structure your campaigns. 


Build Brand Awareness
(Low Intent)

Bring Back Browsers
(Mid Intent)

Convert More Customers
(High Intent)

Campaign Types

Web Brand Awareness

Social Brand Awareness

Web Dynamic

Web Static

Social Media Dynamic

Social Media Static

Web Dynamic

Social Media Dynamic


Your target audience by demographic, interest, the sites they visit, or by using our lookalike targeting to identify more customers like your current audience. 

1+ Pages viewed

1 Product viewed

Create a cart abandonment campaign to target your cart segment. 

Create an additional campaign targeting only people who have visited 3+ product pages.


Not applicable in most cases


For each campaign, exclude people who have converted.

For the campaign targeting people who have visited 3+ product pages, also exclude your cart segment.

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Creative best practices

Use high-level branding and lifestyle imagery to entice new customers who may not be familiar with your brand yet. 

Make sure your product feed is enabled so that you can dynamically show customers the products they’ve viewed.

Static ads should be similar to ads used to build brand awareness.

Use one of our dynamic ad templates to create personalized ad experiences based on your customers’ behavior. 

Frequency cap




Optimization strategy

Maximize Clicks

Maximize Clicks

Web ads - Conversion
Social ads - Maximize clicks

Email Strategy

Set up an email capture modal

Set up an email capture modal and an automated welcome series

Use our automated cart abandonment solution to combine ads + email and reach 2x as many customers and convert them 2x as quickly.

Metrics to Watch

New site visitors

Return Visitors, Add-To-Cart


Want to learn more?

Payton Jewelry: Email Capture and Product Recommendations

Email Marketing 101: Audience Building and Email Content

How to Create a Behavioral Targeting and Retargeting Strategy

6 Tips on How to Launch a Successful Retargeting Campaign

Dynamic Retargeting Best Practices

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