What audience size do you need for a successful retargeting campaign?
-
I recently launched a trial of a retargeting campaign but after a month I have only 100 impressions and 0 clickthroughs.
I am working in a competitive space but I placed a relatively low bid because I read that retargeting campaign banner ads should cost less. The number of people who have been added to the retargeting list by visiting the site is under 10,000.
What do you think is most likely to be the problem causing a low number of impressions and clickthroughs? Can a retargeting campaign be successful with a small audience size?
-
John and Rui have handled the technical aspects of how retargeting is really valuable, but with the number of visitors you have in the retargeting list I'm really curious what other settings you have for this campaign.
How many impressions have been set per unique visitor?
How low are your bids? I would say keep them at about $1.50 CPC (not CPM) and see how things go. If you're already at this level then you may want to consider increasing your costs a little more.Yes Retargeting is going to be cheap, but please keep in mind that Click to Conversion is not the only way to track retargeting progress. Be sure to use the View-Through Conversion column as well.
CTRs will always be low because that is the nature of the display network (sometimes getting a .12% CTR is as good as it gets).
Other things you need to pay attention to are how old is your messaging? What is the message you are using for everyone? Do you only have one product and so is one message OK? As John mentioned in his comment - you should have multiple segmented lists from the initial retargeting list. Some people are not ready for a hard sell. Some need to be reminded that you exist first.
Also, what pages are you using for your retargeting code? This will also have a significant impact in how you see returns come in. (Hint: start with Confirmation or Thank You pages first, then slowly build out from there and segment the lists accordingly)
-
Well 100 impressions is nothing. You need a lot more impressions to get some clicks. As John has suggested, try increasing your bids.
A retargeting campaign can certainly be successful with a compelling ad even if the small audience size is small
I have a client who wanted to say thank you to a list of 80 high value customers. So I cookied these customers and displayed thank you images as part of the remarketing campaign which got great feedback
-
Sure, 10,000 people is enough to run a retargeting campaign.
You might try bringing up the bid to get some more impressions and see how it goes. 100 impressions isn't enough to tell much of anything. Retargeting does tend to have the highest ROI of any display advertising if you target it properly. Since the users in your retargeting list are more likely to convert on your site since they've been there before, you can tolerate a higher CPC with retargeting as compared to other display campaigns.
Are you segmenting your retargeting lists into many smaller lists? You can split your lists into users that have made it further down your conversion funnel, and bid higher the further they've made it down the funnel already (e.g. visited a subscription page and left, or added items to a shopping cart and abandoned it). If you're using Adwords and Google Analytics, you can do this easily with Google Analytics Remarketing, and retarget any visitors on your site based on things like time on site, pages they've visited, and custom events and goals they've accomplished (or not accomplished).
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Top of funnel google ads campaign not hardly converting, why?
Hi, I really hope someone can help me with this. I'm running two search ad campaigns and a google shopping campaign in google ads. The search campaigns are targeting top-of-funnel keywords as the business doesn't have universally known collections which everyone would search for so they are just unique to my business. So the campaigns are driving traffic but really converting whereas google shopping is converting because searchers are looking for particular products so they're lower down the funnel closer to aking a purchase decision. I feel I've optimised the campaign well and for the most part, most keywords have 7/10 quality score. The landing page seems fine. However, our offering wasn't as strong as competitors so we've offered a discount the same as them to compete. Since I started google ads we have nearly doubled our monthly revenue and the product types targeted in campaigns have increased in quantity sold so it seems it's having an effect but the campaigns aren't showing a good performance. Does anyone have any suggestions or input that could help me? I looked at first interaction attribution model and even there it's not performing well which makes this even more difficult to resolve. I'm thinking I should enable USER id feature in Google analytics so i can track signed in users across devices which may then help attribute sales to paid search channel as I saw in search console that the keyword that generates the most traffic to the site is our brand name and we're not a well-known brand so makes me think they may be starting their buyer's journey on a work computer on their mobile and finishing on their computer at home as an example. However, I don't believe this will be the main cause or solution as I would only have data for signed in users which still won't give me the full picture. Also if the campaign is optimised effectively but conversions are minimal could not having many conversions affect quality score? If someone can help or provide me with a different perspective it would be much appreciated. Please let me know if I need to clarify or explain further. I hope I've made myself clear. Thanks, T
Paid Search Marketing | | TZ19820 -
Would you launch a paid search campaign with 'Exact Match' only keywords
Hi Mozzers, I'm building a new campaign for a business start-up, and search volumes with the industry are HUGE! I want to target high commercial intent keywords, to maximise the number of conversions / sales from my paid search campaigns. Using the forecasting tool in Adwords, it looks like I can [exact match] these high commercial intent keywords and still get the click volume I'm aiming for. Would you, therefore, use this approach - where you only match at an exact level to control the quality of traffic coming through from the paid search campaigns? I plan to achieve relevance by having ad groups broken down into clear themes with around 10 - 15 exact match keywords per ad group. Let me know your thoughts... Thanks!
Paid Search Marketing | | Zoope1 -
Finding Average Session Duration for AdWords Campaigns
Happy Holidays Mozzers! Does anyone know how to view 'Average Session Duration' for AdWords campaigns? I can't seem to be able to add it within the AdWords platform and when i try and view it on Analytics, the #/visits isn't matching the #/visits I see when I try and review the campaign via AdWords. Any help on this issue would be great! Thanks for reading!
Paid Search Marketing | | maxcarnage0 -
How do I find AdWords campaign and adgroup ID numbers?
Is the only way to get them through the AdWords API? If so, how do I do that?
Paid Search Marketing | | Ericc220 -
Has anyone used Adroll (Facebook retargeting)with any success?
Hello! I am wondering if anyone out there has had a good experience with Adroll. I set up a campaign a couple months ago, but have yet to see any return on my investment. I'm now considering stopping this service because it seems to not be living up to its hype. What has your experience in using this service?
Paid Search Marketing | | Gordian0 -
Put AdWords mobile ads in separate Campaign or AdGroup?
We want to ramp up traffic from the segment "Mobile with Full Browser" under enhanced campaigns in Google AdWords. Our Google rep said that it would be best to do this from within the same campaign. We're contemplating pulling the mobile traffic conversion effort out into its own campaign in order to more easily track performance. Background: We bid down traffic from "Mobile with Full Browser" to -100% because initially it performed poorly. We've improved our mobile experience and we want to try again. We're contemplating building mobile versions of our current ads using the AdWords functionality that does this, and watching how the mobile ads and the segment "Mobile with Full Browser" responds this time. Separate campaign or from within the same campaign. What would you do? Thanks,
Paid Search Marketing | | mbiskup0 -
Changing Adwords campaign titles still mess up Analytics data?
Recently, Google announced an update in de Google Analytics Adwords integration that should wield out the ancient trouble caused by changing your campaign titles in Adwords. http://analytics.blogspot.nl/2013/07/new-adwords-integration-platform.html?utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer&utm_content=buffer6bfb4 Two months have passed, but I still see double entries for the same campaign after a (minor) title change. Are they still busy rolling out the update to all Analytics account or is there something wrong with our Adwords<>Analytics integration? What's your experience? iO9Vafz.png?1
Paid Search Marketing | | RBO0 -
I need monthly SEO help!
Hello, I'm new here, but a HUGE fan of SEOmoz and their working principles. I need someone who would have the same regard for SEOmoz and a healthy respect for safe SEO principles to help me with my monthly clients. Is this the place to post about my need or should I take it to the jobs area? Thanks in advance for your guidance.
Paid Search Marketing | | kbates1