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As you already know, we’ve launched the most powerful retargeting tool in the industry – but do you know how to use it and create a retargeting campaign?

To help you understand the capabilities of our retargeting tool – including all you can do with dynamic retargeting – we spoke to Account Manager Rachel Aquereburu. In this interview we get down to the nitty gritty of creating a retargeting campaign – read on to find out more!

What is retargeting and how does it work?

Rachel: Retargeting is a powerful tool to reach users that have shown one-time interest in your product but are not yet converted customers, or to upsell different products to users who have already spent money on another of your offers.

Here’s how it works: you place a small piece of code on your website – which is often referred to as a pixel. This pixel is not visible to your visitors and doesn’t affect your site’s performance. Whenever a new visitor passes by your site, the pixel drops an anonymous browser cookie to the user. Then when this user browses the web, the cookie will let us know when to serve your ad.

On a basic level, it can be used for “positive” or “negative” retargeting, which allows you to target or exclude users who have been exposed to the retargeting pixel. TrafficStars’ retargeting tool however, also provides a “dynamic retargeting” option and this is where things get really exciting. Dynamic retargeting allows for unlimited possibilities personalized parameters, such as targeting users from certain age ranges, users that have purchased a product of a certain value, or any other specific event occurring on the website.

How will it help me?

Rachel: For most websites, only 2% of web traffic converts on the first visit. Retargeting was designed to avoid letting the remaining 98% of visits go to waste. This means that if you want to drive conversions, you should not only focus on attracting new traffic, but also bringing previous visitors back to your site.

Retargeting allows you to remind those visitors of your products and to convince them to return. So even if they don’t convert within a few days of their first visit, they won’t forget you completely. Then, when the time comes to buy, they’ll already be familiar with your product and more likely to choose yours over your competition.

Who should use retargeting?

Rachel: TrafficStars’ Retargeting is a very powerful tool that all advertisers can benefit from, but we suggest it to be used with campaigns that have wide targeting. If a campaign’s targeting is too specific, there won’t be enough impressions generated for the campaign to be effective. Don’t forget, these are users that have already visited your site, so you don’t need to be as strict with targeting settings as you could be with a normal campaign.

How do I set up basic Retargeting?

Rachel: To set up a retargeting campaign, the first thing to do is generate your retargeting pixel and place is on all pages of your site where you would like the pixel to fire. This will allow you to positively or negatively retarget users. This means targeting or excluding users who have made specific actions within your website.

The Support team or your Account Manager can help you set it up for your specific needs.

What advanced options are there?

Rachel: Our retargeting is capable of a lot more than just positive and negative retargeting. You can for example retarget users of a specific age or that subscribed to a product with a specific value. We call this “advanced use” dynamic retargeting.

Imagine you could retarget all users that purchased a $100 product before; because you know they are big spenders, you can suggest another product to them. Also imagine being able to retarget users by age.

As long as you have set this up accordingly, there are limitless possibilities which you can use to reach exactly the type of user you want with specific offers.

Our advanced multi-event retargeting allows you to track users based on up to 5 dynamic parameters of your choice.

There is no limit to what you could potentially retarget with your dynamic parameters and the right conditions selected. I invite advertisers to have a close look at our Support Knowledge Base, where you’ll find these explanations illustrated.

Do you have any hints or tips?

Rachel: Keep in mind that retargeting campaigns typically get considerably less volume of traffic than you would receive in a normal campaign.

The more you target, the harder it will be to achieve higher amounts of impressions so you should use it with broad campaign targeting settings and set a high bid. Pairing this tool with the Dynamic CPM function and a daily budget cap, you can easily keep control of the campaign’s spend.

It’s also important to note that to be able to run a successful retargeting campaign, the pixel should be set up on your website or landing page for at least 30 days. This allows for sufficient time to fire the pixel a minimum number of times for the TrafficStars algorithms to be effective.

Contact your Account Manager or Support Representative today to find out more, and to get help setting up your retargeting campaign!

So, are you ready to create a retargeting campaign?
Head over to TrafficStars to get started!

Check the interviews with our experts to learn even more and take your media buying to the next level!