2019 Retargeting Optimization Tips

(that actually work)

Getting Started

There are three main tools used which determine retargeting success.  Recency, frequency & bid caps.

Recency Caps

Recency caps allow you to determine how long to show users your retargeting ads after they leave your website.

For example, many retargeting vendors will recommend you have a 30-day recency cap or lookback window for your campaigns.

This means that your customers will see your ads up to 30 days after they left your website.

The reality of your retargeting campaigns looks like the report below.

Recency Report (Clicks & conversions over time):

  • <3 days: 96%
  • 3-7 days: 3%
  • 7-30 days: 1%

By looking at this data, we see that the vast majority (96%) of all clicks and conversions happen in less than 3 days after a user visits your website.

By reducing the recency cap to 3 days you will save a large amount of money and you will avoid over-serving your audience/annoying your customers.

You need a retargeting platform who can provide you with recency reporting data so you can accurately determine the best recency for your campaign.

Or… just Sign Up for DollarAds.io and let our real-time optimization engines do the work for you!

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Frequency Caps

Frequency caps let you control how many ads are shown to a user during the campaign.

They’re looked at similar to recency caps.

They both have consistent drop-off points in their performance metrics.

The reality of your retargeting campaigns looks like the report below.

Frequency Report (Clicks & conversions over time):

  • <20 ads per user: 65%
  • 20-40 ads per user: 30%
  • 40-60 ads per user: 4%
  • 60+ ads per user: 1%

By looking at this data, we see that the vast majority (95%) of all clicks and conversions happen in less than 40 ads per user.

By reducing the frequency cap to 40 ads per user you will save a large amount of money and you will avoid over-serving your audience/annoying your customers.

You need a retargeting platform who can provide you with frequency reporting data so you can accurately determine the best frequency for your campaign.

Or… just Sign Up for DollarAds.io and let our real-time optimization engines do the work for you!

CPM Bid Caps

CPM bid caps allow you to determine how much you’re willing to spend on ad inventory.

This is very important to retargeting success because each site has a different CPM bid price and can raise your costs without impacting performance.

For example, Yahoo.com is one of our premium publishers and they typically sell their ad space for $2-$4 CPM.

Conversely, smaller blogs (cooking blogs, design blogs, etc.) who get significantly less traffic than Yahoo will sell their space for $30-$40 CPM.  They do this because they don’t get the traffic as Yahoo so they have to spike their CPMs to make money.

You need a retargeting platform who can provide you with publisher CPM reporting data so you can accurately determine the best CPM bid cap for your campaign.

Or… just Sign Up for DollarAds.io and let our real-time optimization engines do the work for you!

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