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2018 will beat 2017 in every major online retail category: the duration of the season, the amount spent, and the number of shoppers who engage.  We’ve put together a list of tips to boost your retargeting click-through rate (CTR) and conversions during this critical quarter and holiday season. We’ll also be highlighting a bunch of new features we’ve pushed out this year that can help you achieve your goals.

Timeline

Get an early start.  Cyber Monday (November 26, 2018) is not the day to launch your holiday campaigns for the first time – there’s a lot of down time over the Thanksgiving holiday weekend and people spend some of it online.  Have your Perfect Audience Site Tracking Tag installed, your audience segments defined, and your creatives ready to go at least 30 days in advance.

It’s a good idea to run some campaigns in October as well.  There’s less competition for ad space than in November and December – you may attract early bird shoppers while planting seeds for future conversions.


Ad Sizes

There’s inventory to be won using some less popular but still useful ad sizes (970×250 headers for desktop, 300×250 and 320×100 for mobile web).  This is in addition to the sizes we recommend for ALL web campaigns.


Mobile

Cross-device retargeting means Perfect Audience will follow your shoppers from desktop to mobile device.  Are they browsing your store at work, then using their phone on the train home?  That’s where we’ll get them.  Desktop is still king in terms of revenue, but mobile’s share rises every year and cannot be ignored. (Source)  Make sure you run mobile campaigns in addition to everything else you’re doing.


Budget bump

In Q4, you will probably see a lift in site traffic.  That means your audiences will grow and you can serve more impressions.  Our team recommends a 25-50% weekly budget increase for the months of November to December.  If your traffic usually goes up by a certain amount, increase the budget by that percentage. 

 

 

To change your weekly campaign budget in Perfect Audience, go to Manage -> Campaigns and Edit your campaign. In Step 3, change your budget amount.  Press ‘Save’ at the bottom of the page when you’re done.


Increase your bids

Just about every ecommerce store bumps up its advertising budget for Q4, making ad impressions harder to win.

With so many advertisers fighting for ad space, it’s not uncommon to see your CPM costs rise during this time of year.(2) Prepare for the surge by increasing your CPM bids across your campaigns. Bidding higher will make your campaigns more competitive and will give you a better chance of serving more ads.  We suggest increasing your CPM bid by 50-100% of the current average CPM cost for the campaign.

Go to Manage -> Campaigns and edit a campaign. In step 3, find Bid Type and change the setting to Manual Bidding. Then enter your CPM bid.

 


You’ve also got CPC bidding options for Facebook campaigns in Perfect Audience.

Save when you’re finished editing your bidding.


Facebook Marketplace and Messenger

Perfect Audience supports ad placements in Facebook Marketplace and Messenger.  These are two of Facebook’s newest placements, representing new avenues to reach Facebook users.  It’s turned on by default if you run Facebook campaigns in Perfect Audience. Check it out here.


Take advantage of Instagram

Mobile shopping continues to rise, as does engagement with Instagram.  Instagram is approaching the one billion user milestone, and 80 percent of those users follow at least one business (Source).  If it looks good on the ‘Gram, your customers are thinking about how it will look in their homes.

Take advantage of Perfect Audience’s Instagram placements within your Facebook campaigns. Learn more here.

 

Shopify users: Enjoy one-click integration

Perfect Audience now has an integration with Shopify that automatically imports your product feed and builds dynamic (that is, product-specific) ads for your catalog.  Set your own budgets and keep total control over your campaigns. Detailed reporting ensures you have a clear picture of your return on ad spend.  If you’re already a Perfect Audience and Shopify user, setting up is quick and easy.


Dynamic Ads: Stuff your ads like stockings

It’s better to have more gifts under the tree, more cookies on your plate, and more products visible in one ad.  If you’re ecommerce and you have a Google Merchant Center product feed, try our multi-product dynamic ads. If you’ve got a feed imported, it takes just a few seconds to build your ads. It’s like 4 impressions for the price of one. Instructions are here.

 


Create holiday-themed ads and landing pages

Holiday ads and landing pages get attention, create urgency, and show that you’re not running the exact same campaigns as the rest of the year.  Send a happy holiday message, mention the deadline to buy to ensure holiday delivery, and give them a reason to click on your ads.

Two quick steps:

Step #1 – Create landing pages and content on your site for these holiday events, then create audiences that capture visitors of these pages. (Information about audiences is available here.)

Step #2 – Run campaigns to serve your holiday ads to your holiday page visitors. If they’re coming to your site looking for holiday deals, they are more likely to respond to holiday-themed ads.

An excellent summary of best practices for post-click optimization is here, courtesy of Instapage.


New Year’s Resolution

The season extends beyond the 31st – returns and gift cards mean another wave of shoppers arrives in January.  You can lower your bids and budgets a little, but don’t turn all your ads off, there are still plenty of sales to be made.

Have a great holiday!  

Contact us at support@perfectaudience.com with any questions or comments.

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

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We’ve been busy at Perfect Audience working on new features for you! Check out some of our major product releases in 2018. Each of these features will help expand the reach of your campaigns and/or improve performance.

What’s New in Perfect Audience

New Facebook placements – Perfect Audience now supports Marketplace and Messenger ads in Facebook. Use these new placements to reach more people with your Facebook retargeting campaigns. Learn more here.

Multi-Product Dynamic Ads – Showcase more of your product catalog with multi-product dynamic ads that use your product feed to show more items within your ad. Set up in minutes and increase your CTR and conversion rates. More information here.

Facebook CPC Bidding – Bid by CPC or CPM in your Perfect Audience campaigns for Facebook. As always, you’re in control of your budget at Perfect Audience. Learn how here.

Facebook Lookalike Audiences – Expand your audience reach with Lookalike Audiences and find more people who resemble your audience members. Facebook’s got the tools to create the audiences which you can then use in Perfect Audience to show ads to people who haven’t discovered your website yet. Create one here.

Instagram and Facebook Mobile – Get in front of some of the web’s most engaged buyers with Instagram ads. Instagram is part of Facebook so all you need to do is edit your placements to ensure your ads appear there. Here are some reasons to jump into Insta.

Interested in seeing something new built into Perfect Audience? Drop us a line at success@perfectaudience.com.

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team


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Back to school season is in full swing and the holiday season is around the corner. It’s a good time to increase the reach of your Facebook retargeting ads and we’ve got two new ways to do it.

Perfect Audience now offers two additional placements to make your Facebook ads more effective. In addition to Facebook and Instagram ads, you now have the ability to use Marketplace ads and Messenger ads.

These placements are set to ‘ON’ by default so our advertisers can get the best performance from their Facebook campaigns.

For more information on Messenger ads, visit our NEW knowledge base. For more information on Marketplace ads, check out this page.

As always, please contact our support team with any questions.

Happy retargeting!

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team


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“The robust control for advertisers within the Perfect Audience platform is unmatched within the industry. Customization of the Manscaped retargeting campaign infrastructure on Perfect Audience was a game changer in performance!”

Ryan Fiore – Vice President of Marketing at Manscaped, Inc.

 

The Opportunity

Manscaped, Inc., was looking for additional scale at strict ROAS targets, centered on mobile in-app and website retargeting ad placements. Manscaped historically had trouble hitting ROAS goals driven by mobile in-app advertising. After a series of engaging meetings with the Perfect Audience team, Manscaped was compelled to test Perfect Audience’s capabilities.

The Solution

The Perfect Audience platform delivered the Manscaped team full control over their retargeting campaigns. Key functionality like customizing a lookback window, mobile operating system isolation, audience exclusions, and day parting were instrumental in delivering a breakthrough in campaign performance. Manscaped saw extra brand value in the transparency of Perfect Audience’s publisher performance reporting.

The Results

Manscaped continuously hit their target ROAS goal of 3.5x at scale within Perfect Audience retargeting campaigns. As additional spend budget was allocated to Perfect Audience campaigns, their campaign performance increased by 137% month over month.

About Manscaped

The Manscaped product line was created specifically for a man’s distinctive grooming needs. Featuring American made, specially formulated products to cleanse, moisturize, and deodorize, as well as tools engineered to give a man a close, refined appearance, Manscaped equips men with the right tools for the right job, in a complete manscaping system that is easy, powerful, and satisfying. All Manscaped formulations feature Active pH Control™, essential ingredients for helping the refined gentleman stay, clean, dry, and healthy.

To learn more about Manscaped’s revolutionary products, visit Manscaped.com.

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

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Product-specific dynamic ads are some of the strongest advertisements online retailers can use.  Showing someone the specific item they were looking at leads to a higher click-through rate and more conversions than just a static ad.

What’s better than showing one product?  Showing multiple products in one ad!  Anyone who’s ever gone to Target or Whole Foods for “just one thing” knows what we mean.

Perfect Audience now gives e-commerce vendors the ability to display multiple products within one ad, giving you even more opportunity to win back the visitors who browsed several items but did not purchase.  You can also limit displayed products to one category, one price range, or choose to display only items that are in stock.

Already a Perfect Audience advertiser with a product feed imported?  You can set it up in five minutes.  Learn more in this Knowledge Base article, and contact us if you have any questions.

Happy retargeting!

 

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team


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Some feature news: Cost-per-click (CPC) bid settings are now available for your Facebook retargeting campaigns in Perfect Audience.

Previously, our default setting was a CPM bid that served the largest number of impressions for the budget.  That option remains, plus you now have the option to be more precise in your Facebook retargeting campaigns and serve your ads to the people most likely to click.  You can set a maximum CPC so that you continue to maintain control of your budget.

Right now this is for Facebook campaigns only.  We will have CPC bidding available for Web display campaigns soon.

Want to try it out?  Instructions are right here.

Happy retargeting,

The Perfect Audience Team

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

Meet our team Join our team