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
-
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 -
Broad vs. Exact in Brand Campaign
Hey guys, I was looking through my "Brand" campaign, and I noticed that my costs are running a little higher than I'd like to be spending. I've got my brand search term (Strutta) set on broad, since I just recently started the brand campaign about 2-weeks ago. However, I've noticed that I'm spending around $1 on most clicks even though my QS is at 9/10. In my previous experience, I've been able to pay pennies on brand search terms. I know that I have a competitor that's trying to snipe my brand searches, but I don't really want to be paying this much for branded clicks. Would it be a good idea to check my search terms, build out a larger list of exact match terms, and just go with exact match? Do you guys usually use broad in your Brand campaigns, or exact?
Paid Search Marketing | | danny.wood0 -
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 -
How long does it ramp up a PPC campaign?
I was speaking to a SEO the other day. He is going to be working on an ecommerce site soon. I was suggesting that he might want to augment his SEO efforts with PPC in order to be able to show some results in the near term, as it would most likely take some time for his SEO work to be showing results. His response was that while he hasn't utilized them as much, he's found that it can take 3-6 months to get a PPC campaign to really make money. I'm just curious if you guys feel that this is an accurate statement?
Paid Search Marketing | | brettgus0 -
What is a good CTR for a Google AdWords Remarketing banner campaign?
Hello there, given that in the banners we offer a promotion with "some bonus if you sign up", what is from your experience a good CTR for a Google AdWords Remarketing banner campaign? Many thanks to everyone that answers. YESdesign
Paid Search Marketing | | YESdesign0 -
Starting Out With PPC, Need Some Advice
We are starting out with PPC for our site. I wanted to know what the best starting point is for our site. First, some basic info: We sell thousands of products from a large number of manufacturers We can offer the same prices as competitors, but we can't beat their prices Here are my questions: What would be my USP if my prices are the same, and we have the same store policies as competitors? Is it best to start with product pages (as opposed to keywords)? Meaning, setting up a feed via MC and connecting to our adwords account. Any advice is appreciated 🙂
Paid Search Marketing | | inhouseseo0 -
Launching a PPC Campaign during the Holidays
Hi Mozzers- I have a client who is interested in running a PPC campaign. We are all setup to go...Here's my dilemma. The client provides moving services - household and commercial. I'm torn whether or not to launch the campaign during the holidays. Pros: We're not paying for impressions so it won't cost us any more $$. Cons: It probably won't show the best outcome over December - clicks/conversion. Thoughts? Pull the trigger and launch or wait until January? Thanks!
Paid Search Marketing | | lhc67
LHC0