Retargeting is a smart marketing strategy that helps you reconnect with people who have already shown interest in your brand. By placing small pieces of data called "cookies" on their browsers when they visit your site, you can then show them targeted ads as they browse other websites or social media.
This keeps your brand top-of-mind, addressing the fact that many visitors leave without purchasing. By showing relevant ads to those who've already engaged, retargeting boosts awareness, increases click-through rates, and ultimately drives more conversions and sales.
Launch a Retargeting Campaign
- Log in to AdRoll and navigate to Campaigns on the left side menu.
- Click Create and select Ad Campaign.
- Select Retargeting as your marketing goal and click Next. For social, please follow Recipes: Web and Social Automated Campaigns.
- Choose a clear Campaign Name to easily identify it in AdRoll reports and dashboards. We recommend using a consistent naming convention.
- Under Campaign Settings > Channel confirm your Retargeting Campaign should run on Weband click Done to move to the next step. Learn more about our Retargeting offering here.
Choose a Campaign Schedule
Choose your Campaign Schedule and click Done to move to the next step
- Start immediately upon approval or select a future date/time.
- End on a specific date/time, or run indefinitely.
- Campaigns must run for a minimum of 5 consecutive days.
- If selecting a specific time of the day, it will be set in Coordinated Universal Time (UTC).
- Upon campaign submission, there will be a review period of up to 48hrs before going live.
Choose a Bidding Strategy
Under Bidding Settings > Bid Strategy you can choose between, Conversions, Clicks or Impressions.
- We suggest skipping Advanced Options and launching your campaign with AdRoll's default settings. Learn how to customize Day Partying and Frequency Capping.
Configure your AdGroup
By default your campaign will have one AdGroup called AdGroup 1. AdGroups are containers within your campaign to serve different ad sets to different audience segments with custom schedules, locations, environments and keywords. You can't set individual budgets for each AdGroup.
- Choose an AdGroup Name to easily identify it in different reports and dashboards.
- Optionally, use a Custom AdGroup Schedule if running multiple AdGroups at different times. If toggled off the AdGroup follows the general campaign schedule.
Choose your Audience
Choose the audience you want to target by selecting an existing Audience segment you already created, or creating a new one.
Choose your Web Audience Location
Choose your Web Audience Location by including countries, states/regions, cities, or zip codes. You can also apply exclusions. In the example below we are targeting the United States, excluding the state of Hawaii.
The Audience Size Estimator will indicate the audience is too narrow until you continue to the next step adding categories and keywords.
Target/Exclude by Keywords
Your ads are displayed on websites and apps that align with the content you've specified through targeted keywords, ensuring they appear in contexts that are relevant to your audience and complement your brand message.
Target keywords to ensure your ads appear next to relevant content, and exclude keywords to avoid placements that don’t align with your brand. AdRoll Contextual Keywords support multilingual targeting. English keywords automatically trigger translations in 53 other languages. For more details, see Contextual Keyword Targeting.
Confirm your Estimated Audience Size
After adding content categories or keywords, the Audience Size Estimator will indicate the audience is too narrow until you continue to the next step adding categories and keywords.
Select Environments
We recommend using the default setting Automatically to maximize your reach across Desktop, Mobile Web, and Mobile App and cover 100% of traffic.
Alternatively you can adjust your campaign to serve ads only on specific environments:
- Desktop: Larger screen real estate for more detailed ad content and different user behavior and intent compared to mobile platforms.
- Mobile Web: Broader reach across various websites and lower barrier to entry and often more budget-friendly. Excellent for brand awareness campaigns and contextual targeting.
- Mobile Apps: Immersive ad formats like interstitials.
Select your Ads
Select your ads from the Ad Library, create/upload new ones, or request free ads. Ensure your ad creative follow the technical requirements and creative best practices.
Choose your budget and Payment method
You have set a Daily Budget (minimum is $10). This is the average amount your campaign will aim to spend each day.
- The campaign is set to start immediately after you complete this step.
Once you're done setting your campaign, scroll up to the top of the page and click Submit. You can also click Finish Later to save your campaign as a draft. Congratulations! You have now created a retargeting campaign.