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 -
Have you had success using adwords to promote blog content?
From time to time I see an ad pop up in search results for blog content and have often wondered how much success these ads have had in promoting the specific post. Does anyone have experience with this? What results did you see?
Paid Search Marketing | | unikey0 -
How to improve good ppc campaign?
Hi guys, I'm managing PPC campaign for one of my client.
Paid Search Marketing | | EdmondHong87
Its locksmith campaign in the US, so you can imagine that the competition is very high. We are getting really good results. almost 50% conversion rate, all the keys are in average position of 1.5, the quality score is high (between 6-10),Search Lost IS, is really low. Everything split to group, zip code, cities, for mobile or desktop... basically everything is going really well. BUT as we always want to increased the results and like all if us we have the presser from the client to improve and get more results, i feel that im a bit stuck. What other stuff i can do to improve\extend the campaign ? Any tips are more then welcome!0 -
Google Analytics showing my Adwords campaign bounce rate at 0%
I am relatively new to Adwords, and I can't figure out why the Adwords section of Analytics is showing all my site visitors at 0% bounce rate. Does that mean the account connection is not done right? Obviously Google ads are not a 0% bounce rate. If I can't get that to work, does anyone know how Google ads appear in Traffic? Is it Direct or Referral? I'm sure there's some simple answer I'm just not aware of, I would appreciate anyone's help. Thanks!
Paid Search Marketing | | Crystalline_150 -
KeyWord Spy Expert Needed: Will Pay $100 For A Report
I need someone with a KeyWord Spy subscription and experience (or a similar tool that has Canadian data) to do a one time CPC report that answers these questions: (1) Who are my client's main competitors in paid search? (2) What is the estimated ad spend by the the five top competitors? (3) What keywords and ads are working best for the competitors? (4)) What is the CPC for the top 20 keywords in the niche. (5)) Any topline suggestions for my client re: next steps. That's it! I don't want to be overwhelmed with masses of extraneous detail. This should be an easy assignment for someone with required expertise. Possibility of more work to implement and/or optimize CPC campaign. Reply via PM with experience. Ideally, send a sample past report (okay to black out client names)
Paid Search Marketing | | DanielFreedman0 -
Anyone Think AdWords Campaigns Hurt Organic CTRs, Decreasing Organic Rankings?
Hi All, It seems like just about everyone agrees that AdWords campaigns and SEO campaigns bring additional value when used in conjunction (increasing Impressions, Clicks, Conversions, etc.), but has anyone considered AdWords performance harming organic rankings by decreasing engagement metrics? I've been searching for studies, blog posts, investigations, etc. this morning and haven't been able to find anyone discussing this specific idea. Personally, I think decreased engagement for organic results would be relatively evenly distributed among those results, making engagement drops relative and thus nullifying their impact on rankings. Any other ideas out there? Thanks!
Paid Search Marketing | | mac22330 -
Adroll for Retargeting Campaign
Hi guys, Wondering if anyone can comment on their experience using Adroll, especially in terms of it's performance in comparison to Google Adwords retargeting campaigns. Thx!
Paid Search Marketing | | David_ODonnell1 -
Adwords enhanced campaigns - Specify alternate destination URLs
Morning Mozzers, I am setting up a new campaign for a client, they would like to target mobile devices which evidently i can no longer do with enhanced campaigns; however i have increased the Mobile bid as much as possible and set the default CPC low to try and minimise appearance in desktop search. The client has a desktop and a mobile version of the destination page but the site will not direct users to the correct page based on their device as they are two separate domains. As such i want to know if i can specify an alternate destination URL for an ad in Adwords based on if the click comes from a mobile or desktop device? The other option is to set all my Ads within the Adgroup to have mobile as the device preference and just use the mobile landing page, but not sure if there is a neater solution here? Thanks, Tom.
Paid Search Marketing | | Sarbs0