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.
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Build Brand Awareness |
Bring Back Browsers |
Convert More Customers |
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Campaign Types |
Web Brand Awareness Social Brand Awareness |
Web Dynamic Web Static Social Media Dynamic Social Media Static |
Web Dynamic Social Media Dynamic |
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Target |
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. |
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Exclude |
Not applicable in most cases |
Conversion |
For each campaign, exclude people who have converted. |
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Cookie duration |
Default |
Default |
Default |
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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. |
Use one of our dynamic ad templates to create personalized ad experiences based on your customers’ behavior. |
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Frequency cap |
Default |
Default |
Default |
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Optimization strategy |
Maximize Clicks |
Maximize Clicks |
Web ads - Conversion |
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Email Strategy |
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. |
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Metrics to Watch |
New site visitors |
Return Visitors, Add-To-Cart |
Conversions |
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