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Delivering your creative messaging the people who leave your website without converting is the main goal of retargeting, whether they go elsewhere on the web, to Facebook, or their mobile device.  While this is a key part of any company’s digital strategy, you also need tools for growth and methods for expanding the total size of your audience and prospecting without a lot of additional effort.

Perfect Audience now gives you the option to retarget people who have never been to your website, expanding your reach and exposing you to more potential customers.  We can do this with Facebook Lookalike Audiences, giving you the chance to reach people who resemble your visitors and customers but who aren’t part of your segments yet.

If you’re running Facebook campaigns in Perfect Audience, this will only take a few minutes to set up.  If you haven’t started that yet, you can do so with these instructions.

If you have any questions please write to

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.

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This is a guest post from our friends over at Instapage.

More than 97% of ad clicks don’t convert.

That’s a statistic bound to frighten even the most valiant marketers.  

Scared? Don’t be, because there’s a way you can prevent your ads from meeting the same tragic fate—by using a technique with the power to convert ad clicks into conversions.  This technique is post-click optimization.

What is post-click optimization?

Post-click optimization refers to the process of ensuring that your post-click marketing components (dedicated landing page) have the same message as your pre-click components (the ad).  To optimize the post-click experience every ad should be connected to a personalized, relevant, dedicated landing page.  So, when visitors click this AdWords paid search ad, promoting a digital marketing agency that offers ecommerce services…

…it shouldn’t lead them to a page that looks cluttered and unpersonalized:


  • The page headline (“Commerce Connect™”) doesn’t say anything about what the digital agency does, about CRO integration, or ecommerce solutions.
  • There is no noticeable CTA button on the page.
  • There are a lot of off-page navigation links that distract visitors from the conversion goal.

When you fail to optimize post-click marketing components, you essentially pay for ad clicks that have no chance of converting.  There are five basic elements that make an optimized post-click experience. The examples that follow will discuss each element, including ads and landing pages that have perfected post-click optimization.

1. Shopify maintains message match

Message match is when an ad and its corresponding landing page contain similar copy, imagery, branding, etc. When this happens, the user experience is consistent from start to finish and people are more likely to fulfill the landing page’s conversion goal. So, naturally, in a message-matched, post-click experience, the offer promoted in the ad is the same offer highlighted on the landing page.

Shopify’s ad highlights the platform as a simple e-commerce solution, and promotes their free trial:

Here’s the landing page connected with the ad:


  • The landing page headline ‘Sell online with Shopify’ refers to the platform as an e-commerce solution.
  • The free trial offer is mentioned under the form field, letting visitors know what to expect when they click the CTA button.
  • There are no navigation links present on the page that can take visitors away from the offer before converting.  

Maintaining message match between your pre-click and post-click advertising components is especially important for retargeting campaigns. You can’t expect visitors to convert on a landing page that has no connection with the retargeting ad.


2. Justworks has a conversion ratio of 1:1

Conversion ratio refers to the number of clickable elements on a landing page compared to the number of conversion goals. The clickable element is usually the CTA button.  

A landing page is a standalone page created to promote one offer (one conversion goal) so the conversion ratio for an optimized landing page is 1:1. This means that the only link/element that should take visitors away from the page is the CTA button after they’ve converted.

To demonstrate, this Justworks landing page maintains a conversion ratio of 1:1:


  • The logo in the top-left is not linked and the page is free of navigation links.
  • The page is promoting Justworks’ comparison report and all the landing page elements—the headline, copy, image, and form—are relevant to the offer.
  • The CTA button is the only place the visitors can click, and it takes them to the thank you page with the comparison report.

With paid ad campaigns, you spend a lot of time and money targeting the right audience. Set your campaigns up for better success by eliminating off-page navigation links on your landing pages. That way you keep your audience engaged on the page and focused on the offer without escaping through exit links.


3. Mixpanel uses ample white space

White space (also known as negative space) is the part of a web page that’s left blank or unmarked—including the space between images, copy, CTA button, etc. This empty space doesn’t have to be white; it’s used to separate elements and reduce clutter for better design hierarchy and visual experience. Furthermore, the space is used as a means of focusing attention on a particular page element.

Mixpanel uses the right amount of white space in their display ad and the corresponding landing page, which helps the visitor focus on the offer and convert through the CTA button.

First the ad and then the landing page connected to it:



Also, notice how they’ve used message match with headlines, imagery, and color pattern?

Give your page elements ample room to breathe by using white space, and persuade visitors to focus on the CTA button and convert.

4. Campaign Monitor uses a contrasting CTA button

A landing page CTA button should capture visitors’ attention and persuade them to convert. When designing the CTA button, select a color that stands out from the background and surrounding elements. This contrast will get visitors to take notice.

Adding personalized copy for the landing page offer also helps persuade visitors to click the CTA button.

Campaign Monitor uses both techniques on their CTA button, i.e., not only does the button contrast with everything on the page, but it also features copy that’s relevant to the free trial:


You can also make use of visual cues to point to your contrasting CTA button as Campaign Monitor does with the arrow.

To help ensure your landing page provides the easiest route to conversion, a contrasting CTA button will be noticed and certainly more attractive to click than a button that blends in with its surroundings.

5. Jumpshot optimizes the thank you page

An optimized post-click experience doesn’t end with the landing page CTA button click. Connecting your landing page to an optimized thank you page enables you to acknowledge the visitor for converting and presents you with another conversion opportunity.

Ideally, an optimized thank you page includes:

  • A thank you note for the visitor
  • An image of the offer (usually the cover page)
  • Instructions how they can access the offer

Most importantly, a thank you page should begin the nurturing process by presenting them with related offers.  When you sign up for Jumpshot’s ad attribution white paper

…you’ll arrive at this thank you page …


  • The page has a thank you message with a CTA button that provides access to the white paper.
  • The message below the button lets the visitor know they can expect an email from the Jumpshot team.
  • The “Schedule a Demo Now” button allows visitors to schedule a demo. This gives the platform another conversion opportunity after the initial landing page CTA click.

Have you perfected post-click optimization?

Do all your ads take visitors to dedicated, message-matched landing pages?

Don’t let your ad clicks go to waste. Always connect your ads to landing pages that have message match, a 1:1 conversion ratio, a contrasting CTA button, adequate white space, and a thank you page rife with conversion opportunities. Your conversion rate and ad campaigns will thank you.

Author Bio

Fahad Muhammad is a Content Marketer at Instapage. Being a veteran Instapage writer, he has witnessed the industry progress rapidly. He writes about landing page examples, marketing trends, Instapage updates, and conversion psychology on the Instapage blog. When he’s not busy hunting down landing page examples, he can be found glued to an episode of Top Gear.


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 holiday shopping season is in full swing.  Take advantage by giving your Perfect Audience campaigns a boost, and also by checking out a few new features we have to share.

New stuff:


Instagram Retargeting – it’s here, and it’s #instagood.  Add Instagram retargeting to your Facebook campaigns.  Here’s why that’s a good idea, and here are the instructions to get started

Facebook Mobile – We’ve got new options for targeting Facebook users on their mobile devices.  It’s the next step after our already popular cross-device retargeting.

Multi-Product Dynamic Ads – It’s better to put more gifts under the tree, and it’s better to put more products in your dynamic ads.  This is in beta right now – contact if you have a Google Merchant Center product feed and you’d like to explore multi-product ads.

Now, our essential holiday season marketing optimizations.


Boost your budgets, serve more impressions


Web traffic increases in December, especially for those of you in e-commerce.  This additional traffic is likely to make you serve additional impressions and may max out your budget.  Don’t let that happen!  You’ll miss out if your campaign is limited by its budget.

Our rule of thumb is a 25-45% budget increase for the month of December.  If your traffic usually jumps by a certain amount in December, you can increase the budget by that amount.

Go to Manage -> Campaigns and edit your campaign. In Step 3, change the budget amount.


Increase your campaign bids


Nearly every advertiser, particularly those in business-to-consumer, will increase their spend for the holiday season, so the competition will be fierce.

This competition means it’s not uncommon to see your CPM costs go up during this time of year. To prepare, increase your CPM bids across your campaigns.  Bidding higher will give you a better chance of serving more ads by winning more auctions and therefore winning more impressions.  As a guideline, increase your CPM bid by 50-100% of the current average CPM cost for the campaign.

To modify your CPM bid, 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.

Save when you’re finished editing your bidding.  You’re all set!


Holiday-themed content and landing pages


If you’ve got a big sale, free shipping, you’re running Black Friday/Cyber Monday promotions all month long, or whatever your very best offer is, put it FRONT AND CENTER.  Your shoppers are hungry for deals so be sure to highlight your most enticing products, specials, sales, and content.

You may want to create an audience of only the people who visited your holiday landing pages.  You can then target them with shorter lookback windows to cash in on their instinct to impulse-buy.  If your creative looks like your holiday landing pages, give yourself an extra gingerbread cookie because that’s a best practice.

Have a great holiday season and please reach out to if we can be of assistance!

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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Considering retargeting on Instagram? It’s fast, easy, and you should do it if you want to reach a huge section of mobile consumers.

Quick facts:

  • Instagram has 400 million daily active users, including 55% of the 18-to-29 demographic.
  • 26% of Instagram users make $75,000+ per year.
  • Instagram continues to rise and is expected to make up 18% of Facebook’s global mobile ad revenue by 2018.


If you have an existing Facebook campaign, here’s how to add Instagram retargeting to your arsenal:

  1. Ensure that your Facebook Page has an Instagram account associated with it.
  2. Connect your Perfect Audience account with your Instagram account.
  3. If you already have an existing Facebook campaign, select the placement in your campaign settings. The Instagram placement uses your existing Facebook ads to save you time!

Your ad will be optimized automatically for the placement that gets you the most conversions and clicks at the lowest cost.

For a video walkthrough, visit our Knowledge Base.

For assistance, please write success (at)

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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In addition to retargeting, Perfect Audience works as a network of advertisers by using Connect, a way to share audiences without competing.  Today we’re highlighting the Sharper Image, an American brand that offers consumers home electronics, air purifiers, gifts and other high-tech lifestyle products.  Kirk Ciarrocchi, Paid Search Marketing Manager explains the benefits of Perfect Audience Connect. 

Creative gifts for the holidays and other occasions

KIRK CIARROCCHI: The Sharper Image is the premier destination for cutting edge gadgets, electronics, and luxury home/lifestyle products. Our unique products add style and comfort to any home and make great gifts for any occasion, especially the holiday season.  Our customers visit our website to find original and creative gifts like drones, hover boards, air purifiers, massage chairs, audio accessories, travel accessories, and sleep solutions.

With more than 500,000 unique visitors per month and more than 3 million unique visitors during the November–December holiday shopping season, our website reflects the popularity of our brand.

Avid, active shoppers 

KC: Our users are mostly affluent and active shoppers who are not terribly price-concious.  For our Partner Connect initiative, we’ve adopted a similar strategy to our catalog mailing list.  The result has been a lot of connection and crossover between our audience and the customers of other luxury living brands.

We’ve partnered with brands offering high-end goods and services such as wine subscriptions, travel merchandise, performance bicycles, finance and insurance, and home décor.  Our customer base would be a great fit with a number of different types of retailers.

Other key metrics: 91% of our users live in the United States, with a 50/50 split between men and women. Approximately 92% of our users are over 25, and 72% are over 35.

How did you learn about Partner Connect?

KC: Our Marin team recommended Partner Connect as a way to share and find highly qualified and targeted audiences as we deployed a more advanced display strategy.  After finding huge success with Marin in our search efforts, being able to leverage Marin in other areas seemed like the next logical step because we’ve already proven that the technology works, and works well.

What goals are you looking to achieve with
Partner Connect? 

KC: We’d love to share our audience data with other non-competing brands. We hope to learn even more about our customers and their interests for the benefit of our partners and our brand.

Interested in targeting The Sharper Image’s audience? Learn more about audience extension with Partner Connect today.

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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Holiday shopping is in full swing even though Cyber Monday is still two weeks away.  If you’re running retargeting campaigns, make sure they’re as prepared for the season as you are.  Online sales are forecast to increase between 7 and 10 percent over last year to as much as $117 billion.

We made your list, so check it twice, and take these steps to boost campaign performance during the holiday season:


Increase your budgets to win more impressions


You’re likely going to see a boost in site traffic (especially if you sell anything that can be given as a gift), which means you’ll see a boost in impressions served in Perfect Audience and in advertising funds spent. Make sure your campaigns have a proper budget set to guarantee you have enough ad money available for the day, so that you don’t miss out on these potential new customers.

We recommend a 25 to 50% budget increase for the holidays, but you know your site traffic best. Whatever percentage of traffic increase you’re expecting, boost your budget about that same 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:

change budget


Remember to hit Save at the bottom of the page when you’re done.  You’re all set!


Raise your campaign bids


Almost all advertisers will all increase their spend for the holidays, so you’re going to have serious competition.

With so many advertisers fighting for ad space, it’s not uncommon to see your CPM costs rise during this time of year. To prepare for this surge, make sure you increase 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 by winning more impressions.  We suggest increasing your CPM bid by 50-100% of the current average CPM cost for the campaign.

To modify your CPM bid, 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:

manual bidding

Save when you’re finished editing your bidding.


Use holiday-themed ads and landing pages


Holiday-themed advertising only gets people’s attention during one time of the year, and you should join the conversation your customers are having.  Using ads that mention specific events like Black Friday, Cyber Monday, or any of the major holidays can grab a visitor’s attention.

Send a happy holiday message, mention that there are only X number of shopping days left, and give them a reason to click on your ads. Use the holidays as a chance to create urgency and you could see a boost in clicks and conversions.

Two quick steps you can take:


  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.)
  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.

We hope these suggestions are helpful and lead to a profitable holiday season for you and your business. As always, please feel free to contact us at with any questions or comments.

From our team to yours – happy holidays and thank you for using Perfect Audience!

Want tips from Marin Software on Black Friday/Cyber Monday?  Check them out here.


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