When creating a new campaign on MNTN, you will be prompted to choose a marketing objective, either Prospecting or Retargeting. We encourage you to explore both options.

You can create two new campaigns, one dedicated to Prospecting and another to Retargeting.

Leveraging both marketing objectives in your campaign set-up is a great place to start.

But what does it mean to run a prospecting or a retargeting campaign here on MNTN? Allow us to differentiate the two.

The MNTN Prospecting Objective allows you to identify and reach new customers interested in your product or service. By reaching these users, you can:

1️⃣ Expand and diversify your customer base

2️⃣ Heighten brand awareness

3️⃣ Maximize your marketing ROI

The MNTN Retargeting Objective empowers you to re-engage users who have previously explored your website.

This is where the MNTN Tracking Pixel steps in, enabling us to identify visited individuals and discern how they interacted with your site, allowing for purposeful targeting. By retargeting these users, you can:

1️⃣ Convert current visitors

2️⃣ Increase the frequency of purchases made by existing users

3️⃣ Successfully promote flash sales or other enticing offers

Your next question is most likely: How much of my budget should I allocate toward prospecting versus retargeting?

On average, we tend to find advertisers giving 60-65% of their overall budget toward prospecting and roughly 40-45% towards their retargeting efforts.

However, this could vary quite a bit based on your overall goals as a business.

Grow Your Business
​If your business focus is enhancing brand awareness, reaching new people, and bringing new users to your site, starting with a larger prospecting budget and a smaller retargeting budget would be best attuned to that objective.

As your MUVs increase with time and align with your goals, you can shift more budget into your retargeting pool.
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​Converting Mid-Lower Funnel Users
If your business objective is focusing primarily on converting mid-lower funnel users, then allocating a majority of your budget towards your retargeting campaign would be more aligned with your goal.

Over time, if you feel your MUVs are plateauing or not where you want them to be, you’ll want to shift more budget back into prospecting. If you're exceeding the goals outlined in your retargeting budget, try adding an incremental budget towards this campaign until you see diminishing returns.

Maintain Budget Fluidity

Regardless of how you kick off your MNTN campaigns, it's always crucial to have budget fluidity between your prospecting and retargeting campaigns.

Evaluate the performance on a 30-day basis and shift the budget between campaigns based on your goals and overall performance.