Retargeting is a powerful technology that has proven to be highly efficient and has generated a lot of enthusiasm from multiple industries over the years. As we have seen, it is in no way limited to big companies with higher budgets, but can be leveraged by businesses of any size and with any type of experience.

In any case, to start a campaign, you need to ask yourself the right questions to ensure the best performance once you launch. Here is a guide of 6 questions you should answer:

1. What am I advertising?

Understanding your business and its offer is the first step to take in your advertising journey. To start your campaign, take a close look at the offer you are promoting around your product. Are you having a big annual sale, or are you launching a new product or service? Maybe you want to simply remind your customers of things they have shown interest for in the past.

Knowing exactly what you are advertising for will help you figure out who your audience is, what message you should use and what format you should deliver it with. How well you can answer those questions will determine the success of your campaign.

2. Who am I talking to?

This will set the tone for the rest of the campaign. For an ad to be successful, it needs to reach the right people. Imagine being targeted by an ad for retirement homes if you are 20 years old. Pretty pointless. Taking time to segment your audience and make sure your product is relevant to them will save you money, generate a higher ROI and create a better user experience and trust for them with your brand

To start building your audience, think about what you know about your customers – are they primarily women or men? What age range usually buys from you? What are they interested in? These are simple questions but in a crowded advertising world, it will ensure you stay relevant to your audience and that you actually pique their interest.

3. What do I want to say?

Let’s not kid ourselves, your customer’s attention span is short. A lengthy ad or an unclear message is bound to make it less efficient. When you build your ad creative, ask yourself: at the end of the day, what am I offering? “50% off on all products” isn’t necessarily the answer unless you have a highly engaged audience that is very receptive to big promotions, then, of course, you should use it.

But keep also in mind that sometimes, people want to buy an experience, a new look or a getaway – so even if you do not have promotions to advertise, try to think of what they can do for your customers. To finish it off, think about a strong CTA (call-to-action) to drive them to your website!

4. What format should I use?

Not all formats are fit for each product and goal. While some ad formats are really interactive, like Swipe and Reveal, they are more suited for promotions and immersive experiences. If you want to start off by generating awareness around your brand or do a widespread campaign on mobile, tablet and desktop, you may want to go with IAB standards.

Bottom line is, you need to understand your product, your audience and your message to choose the format that will serve your product right. Check out the formats offered on mypixel if you want to learn more about the benefits for each.

5. Where will my visitors land?

Once your customers click on your ad, what happens? Your landing page – the page on which your customers will land after the click – is as important as the ad in itself. You need to make sure that the message in your ad is in line with the content on the page.

For example, if you say “Contact us!” on your banner, you need to bring people to a contact page. If you announce “25% off on all shoes”, make sure you bring your customers to the page containing the offer. Same goes for sponsoring content: the landing page must be created specifically for this content. It all seems like common sense but those mistakes happen all too often.

6. What is my end goal?

Every campaign plan should start with a goal – you can read more on how to determine them in this article. Once you have it, you need to know from the start how you will measure success. Are you trying to get more visits to your site? Do you want people to discover a new product or service, purchase it, or register for a membership?

Whatever it may be, the variables you will be looking at needs to be clear in your head so you can track your campaign’s performance accurately and adjust it if it’s not performing to expectation.

A quick guide of metrics to look at for each goal:

Awareness campaigns

  • Number of impressions: that’s the number of times your ads have appeared on various websites, and can give you an idea of the number of people you’ve reached.
  • Click-through-rate: that’s the percentage of people who saw your ads and clicked on them. It gives you a more precise idea of the engagement you got from your audience.

Conversion campaigns

  • Number of subscriptions/purchase: if your ultimate goal is to get people to convert (that is, take a specific action on your website), number of purchases and subscriptions is a good point to start. You see people visiting your website but leaving right before check out? Check out our guide to shopping cart abandonment

Now that you have planned a solid retargeting campaign, check out the 5 best tips on building awesome ad creatives and the Don’ts of retargeting before launching to generate the best results!