Don’t Leave Money On The Table. Retarget.

March 23, 2022


There are certain best practices to implement in nearly every account you manage. One error that we see all the time when we audit accounts is that they aren’t making full use of their retargeting.

You can retarget different groups of people and a lot of people test different audiences in order to find what works best for their account.

For example, some brands will see more success retargeting people who have engaged with the brand’s social pages. Other early stage brands may not see success with this approach.

In the cases of early stage brands and startups, you’ll want to create the campaign and audiences ready. The audiences won’t spend if they’re not populated enough yet anyway.

With retargeting, you’ll need to find a balance between heat of the audience and the size. While a maximum time frame retargeting audience stack may work for some brands- you may see better performance from a 30 day stack. 

Here are some audiences that you may want to test in your own retargeting:

  • Website Views in the last 30 days.
  • Social Engagers (FB and IG) in the last 30 days.
  • Page Views > 1 (Frequency) in the last 30 days.
  • Time Spent On Site (Top 25%) in the last 30 days.

You may want to stack certain middle and bottom of funnel audiences.

Depending on your level of data and spend, you can also experiment with the retention time frames. Some I’d consider are:

  • 30 days.
  • 60 days.
  • 90 days.
  • 180 days.
  • Sometimes reps have recommended shorter/hotter time frames such as 14 days but this will depend on data as it won’t work for every account.

A tip that I would have is to use your retargeting audiences as exclusion audiences in your prospecting/TOF. This will enable you to judge both your prospecting and retargeting more effectively.

Even if you are only running a maximum time frame stack, the important part of retargeting is that you are doing so that you can get the most likely purchasers to convert.

Another tip I’d offer to people interested in maximizing retargeting efficiency, is to start with 30 day and 180 day audiences. From there, find out what works and see how far you can develop your retargeting time frames. 

This covers lots of ideas for conversion-based retargeting campaigns and audiences but in a future blog post, we will also cover bottom of funnel DPA ads which can be some of the highest-ROAS ads you’ll run in your account.

Hope this helps!

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