Case Study: Lower eCPAs and increase conversions with Retargeting

Retargeting is a great tool for Advertisers. It allows them to re-engage audiences who have already shown an interest in their product, but might have gotten lost within the funnel, and has the potential to bring higher CTRs and conversions. Read the next 2 Case Studies to find out how to achieve lower eCPAs and increase Conversions with Retargeting.

What are Retargeting campaigns and how to lower eCPAs and increase Conversions with Retargeting

Retargeting is an advertising method which targets audiences from one selected main campaign who have previously visited and /or interacted with your website. With this advertising method you can show new ads to previous visitors wherever they go online on other websites or apps. This offers you the opportunity to recapture potential leads or customers if they left your site without converting or meeting your marketing goal. Retargeting is useful to keep your brand visible for high potential users and bring them back to your website until they are ready to buy. Alternatively, Retargeting can be used to save costs by excluding those users who have already generated a conversion.

How to do retargeting for Products owners and Affiliates

Retargeting campaigns work the same way for Advertiser clients who are Product Owners and for Affiliates. The only difference is that as Product Owners have full control over the product and they can track more events such as Confirmation or Sale. Instead, Affiliates have less visibility and only need to control Landing Page and Registration metrics. This is how to do retargeting for Products owners and Affiliates and how you can set up a retargeting campaign from ExoClick’s platform:

#1 Create a new conversion goal – For instance, you could choose to retarget end users who:

• Have visited your Landing Page
• Have completed the registration process but haven’t yet made a purchase
• Have confirmed or verified their email
• Have paid but haven’t done any further action

REMEMBER: In order to use retargeting you must use pixel tracking, as retargeting relies on cookies. Run your main campaign with Pixel tracking enabled for a minimum of three days before enabling Retargeting so that it can identify end users to retarget.

#2 Add your Pixel Code to your Landing: For Pixel Tracking, at ExoClick we will provide you with a unique Pixel JS Code. Add the code to your landing page or site.

#3 Build your retargeting audience: Wait until the audience from your main campaign that you wish to retarget builds up. This can take some time, but it is important to be patient until you have built up proper volumes.

#4 Create your retargeting campaign: Now you can create a campaign, using Positive Retargeting on your selected goal. Meaning, you ask the system to target users who have reached a specific Retargeted page.

You can find your Retargeting Settings within your Admin Panel after you start creating your new Campaign, when you reach the Targeting page, which will be the third stage of your Campaign creation.

How to achieve lower eCPAs and increase Conversions with Retargeting

Ready to learn how to lower eCPAs and increase Conversions with Retargeting? In order to obtain all benefits from Retargeting strategies, it is wise to keep the main campaign running alongside a Retargeting campaign based on the audiences of the main campaign and their reached goals. The following two Advertisers, the first one a Product Owner, and the second one, an Affiliate, greatly benefited from this strategy:

Product Owner Retargeting Case study

This is the setup for this Product Owner ‘s Retargeting Case Study and Main Campaign:

Ad format: Native
Devices: Mobile
GEO: US
Time Frame: The campaigns run for 15 days
Payout: DOI 10€; Sale 120€

The Main Campaign: Get higher Conversions with Retargeting

As we can see on the table below his main campaign achieved an eCPA of 11.4€, a CTR of 0.1% and a CR of 0.7%:

The Retargeting Campaign: Product Owner Retargeting Case Study

The funnel item used as a Retargeting Goal was a Questionnaire in his main campaign’s Prelander, where the users find a different selection of questions to understand their preferences. As we can see below eCPAs were down to 8.2€, CTRs increased to 0.9%, and CR was up to 1.4%:

So the results are:

eCPA decreased by – 28.1%
Conversion Rate was up by +91.9%
CTRs increased by a striking +576.9%!

Because he got a much lower eCPA, this Retargeting campaign was much less resource-intensive, making Main + Retargeting Campaign a profitable combo! Plus, this is one way to get higher Conversions with Retargeting.

Affiliate Retargeting Case Study

The second Advertiser was an Affiliate who also ran a Main and a Retargeting Campaign for a Dating product simultaneously.

Ad format: Banner 300×100
Devices: Mobile
GEO: US
Time Frame: The campaigns ran for 15 days
Payout: 8€

The Main Campaign: How to lower eCPAs with Retargeting

As we can see on the table below his main campaign achieved an eCPA of 7.5€, a CTR of 0.2% and a CR of 0.7%:

The Retargeting Campaign: Affiliate Retargeting Case Study

The funnel item used as a Retargeting Goal was Landing Page visit, retargeting end users who visited the landing page but didn’t register to his dating site. eCPAs were down to 5.7€, CTRs up to 0.4% and CRs down to 0.9%:

So the results are:

eCPA decreased by -23.8%
CTRs increased by +0.3%
CR decreased by +28.5%

Benefits of retargeting campaigns

#1 Cost-effective: With Retargeting, you’ll be reaching end users who have already shown interest in your product and will be more likely to convert.

#2 Higher CTRs and CRs: When compared to regular campaigns with the same zone ID, device type and targeting, Retargeting campaigns display visibility higher CTRs and CRs.

#3 ROI Booster: In general, Retargeting campaigns show better ROIs compared to regular ones. This unlocks more budget for you to test new traffic sources.

#4 Deeply targeted ads: You will be reaching selected audiences on the basis of a set of goals observed in a previous ad campaign. This gives you a lot of information about these end users, allowing you to create hyper-targeted campaigns.

Expert tips to lower eCPAs and increase Conversions with Retargeting

TIP! Segmentation: Audience segmentation is essential for the success of Retargeting campaigns. With our targeting tools you can segment them by GEOs, device type, age, language, etc.

TIP! Customize your ads: Remember that you are reaching audiences which you know very well. Create customized ads based on their previously reached goal. We are talking ad creatives, ad copy, and landing pages.

TIP! Set a high and competitive bid: You are aiming for very specific users which you already know that are interested in your product. Plus, you have enough information to know their interests, and what sites they might browse. Make sure to set a high bid to secure ad space that you know that they will view.

TIP! Frequency capping: Use this tool to control how many impressions are shown per unique user per minute, or per hour. This is especially important if your Retargeting goal lies in the early stages of the sales funnel, for instance ad clicks, landing clicks, and similar.

Want to learn more about how to use Retargeting to lower eCPAs and increase Conversions? Or maybe you want to start monetizing offers with ExoClick? Sign up now!

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