Retargeting

6 min

platform retargeting platform retargeting lets you to re engage users who have previously interacted with your ads this feature is perfect for building sophisticated, sequential messaging strategies for instance, you might deliver a targeted display ad to a user only after they have watched one of your ctv video ads how it works you can build a retargeting audience based on user interactions with a specific campaign line item ad group creative this provides precise control over who you include or exclude from your new campaigns configuration settings when setting up your retargeting rules, you'll see the following options (table below references screenshot)\ n \setting\ \descriptio\ \n\ targeting you can include (❇️) the campaign, line items, or ad groups that match your criteria or exclude (🚫) the ones that don't user frequency set the min and max number of times a user has been served an ad to be included in your audience for example, a min of 2 and a max of 5 will only target users who have seen the ad between 2 and 5 times target identifier select the method used to identify and count users you can choose from ip address, cookie, or all (which combines both methods for the broadest reach) pixel retargeting pixel retargeting is your key to re engaging visitors and turning them into loyal customers most people don't convert on their first visit to a website or app by strategically placing tracking pixels, you can remind these users of what they saw and deliver relevant ads that bring them back this allows you to build highly specific and effective audience pools for your campaigns overview of the tags and activities used to perform pixel retargeting universal tag a single javascript pixel is placed in a shared code section, to automate the collection of data across every page of the site/app a universal tag doesn't replace current pixels or static tags, it's additional mapping functionality action activity this pixel type is used to track a click action when there is no change in the url for example, if you want to track a specific action, like a "buy now" button the action activity can be placed on the specific button html to be tracked activity an activity is a way to further define the universal tag you'll use an activity to log universal tag fires and for the purpose of retargeting users you need to create a universal tag before you add activities \ \ building an audience pool once you've selected your pixels, you can define the specific rules for building your audience pool these settings allow you to move from broad tracking to creating precise, high intent audience segments rules for building an audience pool \setting\ \description\ user recency set a time frame (e g , minutes, hours, or days) to target users based on how recently they performed the selected activity the default lookback window is 30 days user frequency specify the minimum and/or maximum number of times a user must perform the action to be included in the audience target choose the method used to identify users for retargeting you can select cookie , ip address , or both targeting an audience pool after defining your audience, you must decide how to use it within your campaigns you have two primary options \targeting option\ \what it does\ \common use case\ ❇️ positive targeting includes the users in your audience pool, serving them the ads for that campaign re engaging users who have shown interest (e g , visited a product page but didn't buy) 🚫 negative targeting excludes the users in your audience pool from receiving ads this is also known as "suppression " preventing existing customers from seeing ads for a product they've already purchased