Retargeting allows you to separate users based on their previous actions and retarget them on new or existing ad groups. Retargeting enables you to reach an audience that has already engaged with your content and is, therefore, more likely to convert or achieve your brand’s objective. Or you can decide to exclude an audience pool if you consider these online users do not need to have specific ads served to them again.
You can retarget:
By relying on our Zemanta Pixel and building custom audiences.
Directly retarget users that pre-engaged with ads from a specific ad group.
Custom Audience Retargeting
You need to have the Zemanta Pixel implemented correctly on your digital premises and you need to start building an audience first in order to use this type of retargeting.
3. Navigate to your ad group and open the Settings dialogue or create a new ad group.
4. Scroll down to the Targeting section and click on the + Add button by the Retargeting option.
5. Now, choose your already built custom audience from the drop-down menu by the Include option if you want to retarget, or by the Exclude option if you want to exclude that pool from retargeting.
6. Don’t forget to click on the Save or Create button before leaving the ad group settings.
Ad Group Retargeting
Ad group Retargeting allows you to retarget all users who have pre-engaged with ads from one of the ad groups you’ve previously run in Zemanta. To put it briefly, it allows you to retarget users who have already shown interest in your brand or content. This strategy is especially useful if you’ll be running a performance campaign afterwards. Our suggestion is to start running an awareness campaign first, and then, later on, retarget those users driving them to your conversion page.
IMPORTANT: Ad group retargeting requires no audience creation since the clickers are automatically stored by Zemanta.
PLEASE NOTE:
Make sure not to target your ad groups with an audience that’s too small in order to avoid scaling issues.
If a custom audience is not collecting many users, add another audience to your targeting section or start building an audience pool that is collecting broader audiences (for example from the home landing website and not from the landing page for a specific product or service).