Setting Up a Retargeting Campaign
Setting up desktop retargeting is very easy! You paste a small piece of code on the page (or footer of the site) on which you want to build your retargeting list, but otherwise it is almost the same as creating a traditional desktop campaign.
The following article goes through Creating An Audience List. This needs to be done before creating the retargeting campaign.
Once you have created your audience(s) and there are some users that have been added to it, you can create your retargeting campaign. For the best results we recommend waiting until you have approximately 1,000 users in your list(s).
Note: Users who have cookies disabled cannot be tracked using retargeting. In addition, users who were being tracked, but subsequently erased their cookies, will no longer be tracked, unless they revisit your website and receive a new cookie.
Click + New > Desktop > Retargeting Campaign
Fill out the campaign basics and move to the Next Step. There are different settings you can use when adding audiences to target/exclude.
1. Target An Audience:
In the Audience section select the audience you want and click Target.
By default, users will be targeted indefinitely after they first visit the page where your retargeting pixel is placed. In other words, they will be targeted immediately and until the cookie is cleared or expires.
2. Targeting For A Specific Time Frame:
If you do not want to start targeting users immediately, or you only want to target them for a specific time period you can change the number of days. To do this, select the audience that you want to adjust the targeting days for. Click on Advanced Targeting Mode. Click the drop down on the left that says Apply rules indefinitely and adjust the date range. You will be able to apply the rule for up to 99 days.
3. First Pixel Access vs. Last Pixel Access:
Whenever you add an audience group, the default is to target the group after first pixel access. You can also change this to target the group after last pixel access. First access refers to the first time the user visited your site and the cookie fired. If you are targeting the audience for a rolling time frame and you want to the time frame to reset every time they visit your page, then change after first pixel access to after last pixel access. Now the campaign will reset its targeting cycle each time a user visits your web page again.
4. Exclude An Audience:
You can also exclude certain audiences by changing the targeting rule from Target to Exclude. Keep in mind, if you are going to exclude an audience, you still need to have some form of targeting in the campaign.
5. Targeting and Excluding Simultaneously:
If you want to target 1 audience and exclude another, in case certain visitors overlap, you can do both! This a useful tactic when you are targeting an audience group but you want to untarget after a conversion. It will allow you to target all visitors and exclude converted users. To set this up, select the audience you want to Target, then select the second audience and click +Add as a New Group. This will automatically target the second audience under the And rule, as seen in blue. Be sure to double check that 1 group is targeted and the other is excluded. If you wanted to target 2 audience groups, and exclude none, you could change the And to Or.
When selecting the Scope for the Inventory in a retargeting campaign, you want to select Run on All Exchanges (RON). This will ensure you can capture your audience wherever they may be browsing.