Once you've launched your retargeting campaign, we recommend allowing your ads to run for at least 30-60 days. AdRoll needs a minimum 30-day ramp-up period to learn the buying behavior of your site visitors, and further optimize the bidding strategy.
Evaluating Retargeting Campaign Results
Head to your Ads Dashboard and click on Detailed View. Here you’ll see many metrics to help you analyze the impact your retargeting ads are having on revenue.
We recommend focusing on Return on Ad Spend (ROAS), which can be calculated using the sum of your total conversions (VTC + CTC) and revenue:
Total revenue generated by ads in a 30 day period / your total monthly budget (which is your daily budget times 30) = ROAS
If you are seeing above 4x ROAS, consider increasing your retargeting budget to reach more of your audience, and expand the types of ads and audiences you are working with.
If you are seeing below 3x ROAS, this isn't room for concern, however we recommend considering updating ad content or investing in campaigns that drive additional site traffic, like Prospecting or Facebook Campaign Services.
If there are no conversions quite yet, focus on the Click Through Rate (CTR), which can be calculated with Impressions and Clicks:
Impressions / Clicks = CTR
The average CTR is 0.7%. The goal is to get visitors back to your site, and it can take upwards of 7 touchpoints to do so. Every click counts!
Choosing the Right Ad Types
There are several types of retargeting ads available within your Universal Campaign and each has their own strengths. Here are some benefits for each ad type.
Static vs. Dynamic
Web vs. Social
Examples of Static Ads
Examples of Dynamic Ads
Choosing the Right Budget
Budget for your retargeting ads is best determined by your monthly site traffic. You should aim to be reaching a minimum of 50% of your site visitor audience year round.
If you’re reaching upwards of 90% of your audience, we recommend allocating any extra budget into a Prospecting Campaign to drive brand new site traffic. Examples of prospecting ads include an AdRoll Prospecting Campaign, a Traffic Campaign on Facebook, Google Shopping Ads, Google Search Ads, and anything that is designed to send potential first-time customers to your store.
If you’re looking to increase your budget, determine your current audience reach, or learn more about what type of prospecting would be best for you, email us at firstname.lastname@example.org and we will be happy to discuss recommendations!
Design Best Practices
While each ad type has its own best practices, below are a few common threads across all ad types that you should be mindful of:
Make sure all ads have compelling yet brief text headline, great lifestyle images or at least product images that can grab attention, and a clear call to action i.e., Shop Now! or Learn More!
Upload multiple options per ad size. By uploading multiple options per ad size, you can let the data tell you what text, images, and ad layouts are most successful in getting clicks and conversions.
Be mindful of ad fatigue. When ads are not changed frequently enough, they will grow to be less effective at driving conversions. Plan to refresh your ads every 10 weeks or seasonally!
Questions? Our team is here for you! If you need additional help, please drop us a line at email@example.com