As many of us are aware, retargeting previous visitors to our client’s site is one of the most effective ways to increase conversion volume at a low cost. There are many different ways/platforms to do so. Below is a quick intro to Perfect Audience, which has proven successful for a wide range of 3Q’s retargeting campaigns.

What is Perfect Audience?

Perfect Audience is a retargeting platform that helps you reach previous visitors within Facebook, Twitter, and other networks including GDN, Openx, and beyond.

A couple of pointers to get you started:

  • To start off, I would recommend using Manual Bidding vs. Optimized Bidding. Why?
    • It is much harder to scale up the campaign when you start with Optimized Bidding. Although the Perfect Audience reps will most likely disagree with me, that was the case when I first started using the platform.
    • When using Manual Bidding, you can select how to bid up/down based on recency, or “the time between tracking a new visitor and serving them an ad.”

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  • From my experience, not all the exchanges they offer perform the same, so I would recommend using specific campaigns for lesser-known exchanges like Openx and Rubicon.
  • When first creating a campaign, be sure to select which exchanges you’d like to target.

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  • I also highly recommend creating a mobile-specific campaign. Why?
    • When you create a mobile-specific campaign, you can choose a banner size that you are not able to use in the regular campaign.
    • Mobile-specific inventory is also much greater.

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  • Standard dimensions for banner ads are: 300×250, 728×90, 160×600, 300×600, 468×60, and 120×600.
    • NOTE: From the tests that I have run, the best performers have been 300×250 and 728×90.

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  • Note: make sure that you track conversion goals within your campaigns.
    • Once a goal is created, it does not get tracked unless you specifically select it within the campaign.

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  • If you create an audience using a URL path, make sure to include a wild card (or asterisk sign) so that you can include any subcategories within that URL.

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Perfect Audience has proved to be an effective platform for increasing our clients’ conversion volume at low cost. By utilizing these simple yet effective beginner’s tips, I hope that the same can be done for your business.

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Carlos Ponce
Carlos joined 3Q Digital on May 2013 after graduating from Northeastern Illinois University with a BA in Economics. Carlos run's half marathons for fun and is a very passionate Philadelphia Eagles fan. When possible he loves to take his dog Maxx to the beach and explore the many great things Chicago has to offer.