Drive Engagement helps you reconnect with people who have already shown interest in your brand. Use it to retarget visitors who have engaged with your campaigns or content, and to increase traffic to your website or app. It is optimized to drive clicks and visits.
By keeping your brand top-of-mind for visitors who leave without purchasing, Drive Engagement delivers relevant ads that boost awareness, increase click-through rates, and bring qualified traffic back to your site or app.
Launch a Drive Engagement Campaign
- Log in to AdRoll and navigate to Campaigns on the left side menu.
-
Click Create and select Ad Campaign.
- Select Drive Engagement as campaign objective 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 Web and move to the next step. Learn more about our Retargeting offering here.
Choose a Schedule
Choose your Schedule and 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.
- We suggest skipping Advanced Options and launching your campaign with AdRoll's default settings. Learn how to customize Day Partying.
Choose Bidding Settings and Advanced Options
Under Bidding Settings and Advanced Options, you can choose your Optimization Goal and Bid Strategy. The recommended settings are as follows:
- Optimization Goal: Clicks
- Bid Strategy: Automatically maximize CPC
We suggest skipping Advanced Options and launching your campaign with AdRoll's default settings. Learn how to customize 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
Select an existing audience segment or create a new one. For a Drive Engagement campaign, recommended audiences include:
Website and app visitors
Users who engaged with your store or product pages
Unconverted CRM contacts
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.
Target by Categories
Select specific content categories to show your ads on pages that match our curated categorization. Click here to view all available Content Categories for Web Contextual targeting.
Entering multiple categories uses OR logic, expanding your audience size.
Once you target by Categories in an AdGroup the option to enter Keywords will be greyed out. If you want to layer both Categories and Keywords, create a second Ad Group, for example:
- Ad Group 1: Category = Fashion & Beauty - Bridal
- Ad Group 2: Keyword = wedding
This approach uses OR logic, targeting both audiences within the same campaign.
Target 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.
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
Enter your budget and billing information. For details on choosing between a daily and monthly budget, see Campaign Budget & Spend.
- 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.