When setting up a remarketing campaign, if you want to optimize it, you must ensure that the audience you are targeting, the ad creative, and the landing page are in resonance. Next, ensure that you have adequate audience size that lets you scale your retargeting campaigns.

Multiple tools help you collect your data and use it for retargeting your audience across multiple ad platforms, email platforms, and WhatsApp. Using an advanced and efficient tool like CustomerLabs CDP will offer a seamless way to set up integrations with any channel or platform and will help you leverage the power of retargeting.

Depending on your audience and goals, you can use either remarketing list search ads (RLSA), dynamic retargeting display ads, video ads, or standard remarketing. Having a clear picture of your audience and your goals will be very helpful for you to decide what type of remarketing is best for a campaign.

In the ideal sense, both retargeting and remarketing have a little difference. However, from an overarching perspective, both seem the same. It is the same concept where you reach out to the audience who are already aware of your business. Remarketing is used in the context where you have the known information of the users such as the email address or phone number or WhatsApp number. Whereas retargeting is used in the context of ad platforms, where you do not always use known information. You rely on other parameters such as fbc, fbp, gclid, and various other parameters that the ad platforms use to target your audience.

The audience size needed for a retargeting campaign varies from campaign type to type. However, the more the size, the better, provided you have high-quality first-party data. In general, the minimum audience size is 1000 for retargeting campaigns to kick off. Therefore, start retargeting campaigns only after you have an audience size of a minimum of 1000.

It is recommended to have a full-funnel approach to your campaigns. Therefore, instead of having a standalone retargeting campaign, have a top-of-the-funnel campaign - mostly lookalikes if you are unsure about the targeting. (The ad platforms are slowly transitioning towards not having audience targeting controls for the marketers. ASC, and PMax, are all a sign for it.) Now, these audiences from the top of the funnel campaign are pushed towards the middle of the funnel, and your retargeting campaigns kick in pushing them further.

Remarketing ads is a proven strategy and works for sure. It is because of the ad platforms being deprived of data, that people assumed retargeting ads to not work. With the first-party data synced on the server side, retargeting ads work just like magic with better conversion rates. For example, on the Advantage+ Shopping Campaigns, our clients have seen 4X times better conversion rates for the retargeting audience.