This article will demonstrate to a new Feathr user how to set up and publish a Retargeting campaign from start to finish. Continue reading and follow the instructions carefully to end up with a digital display ad campaign targeting your website audience.
What is a retargeting campaign?
A retargeting campaign is a digital ad campaign that displays your ads to an audience of people who have been tracked by the Feathr Super Pixel on your website (or whose first-party data is available to target through other means, such as email opens and previous ad campaign interactions).
Retargeting works because when someone visits your website, the Super Pixel sees that person's activity, and, if possible, connects it to that person's cookie on our greater ad network. This allows you to specifically advertise to people you know have interacted with your brand before.
The ads in a retargeting campaign "follow" your audience around. You don't choose the location of the ad—only the audience. The ads will be shown whenever possible in places your audience browses online.
What do I need before publishing a campaign?
Feathr's Campaign Wizard tool walks you through each step of publishing a campaign, making it easy to launch your campaign in minutes. Having the following collateral and information with you ahead of time, however, will help your campaign publication go smoothly.
- Have an idea of your budget, or use the recommended budget in the Feathr Campaign Wizard.
- Know what dates you want to start and end your campaign.
- Know the message of your campaign, and ideally, have designed creatives ready to add.
- Know the URL where you want people to land when they click on your ads.
How do I begin?
- Log in to Feathr, and navigate to Projects using the left side menu.
- Click into the project where you want your campaign to be.
- Click + Create at the top right of the page.
- Scroll until you find the Retargeting tile and select it.
- Name your campaign.
Using the Campaign Wizard
The above steps will bring you to the Retargeting Campaign Wizard.
Targets
In this step, you choose your target audience. These are the people you want to see ads from this campaign. Choose the dropdown menu and select the full website audience you created following this article.
Be sure the radio button for included is selected. In more advanced future campaigns, you may use both included and excluded groups.
Click next to move to the next step.
Filters (optional)
This step allows you to limit the display of your campaign to a geographical area or areas. It also allows you to exclude geographical areas from your campaign.
This is not recommended for a first retargeting campaign, as it may decimate the number of people your campaign will reach. We advise that you leave this step blank in your first campaign.
Creatives
Begin this step by pasting in the destination URL, which is the page you want people to see when they click your ads. You may also add an alt text, which displays when the ad creative image cannot be loaded.
Next, click Add creative.
- If you have your creatives as files on your computer, select Add Image/Video Creative and import them using the uploader tool.
- If you have already designed creatives using Feathr's banner builder, select Clone Existing Creative and choose it from the dropdown. Name the clone being used in this campaign, and select Clone. This will add it to your campaign.
- If you have not done either of the above and you would like to design your creatives using Feathr's banner builder, select Build Creative. This will attach a blank creative to your campaign. Select the pencil icon to design it.
Repeat this process for all sizes you wish to add to your campaign. We strongly recommend adding these three sizes (W x H):
- 300 x 250
- 160 x 600
- 728 x 90
Learn more about creatives here.
Budget
In this step, you will first select the dates you want your campaign to be active. The length of campaign and the number of people targeted will impact the recommended budget. Once you have selected your dates, Feathr will display an automatically-optimized recommended budget.
Note that you don't have to choose the recommended budget as long as the budget you enter satisfies the minimum budget requirement of $5/day.
You may run your campaign for a shorter period in order to spend less, as well.
Understand that as the size of your retargetable audience grows, it will require higher budgets to reach them.
Be sure you have your payment method selected before moving on.
Goal
Goals are how Feathr tracks conversions earned by the campaign's activity. Nearly all first campaigns in Feathr do not identify a goal, and this step is optional. Read about them in the article linked above if you'd like, but you can go ahead and skip this step for your first campaign.
Review
This step merely reviews the choices you've made in the campaign setup process. If everything looks how you intended, select Publish and your campaign will be launched! Impressions will start to show on the first day you chose in the Budget step and will begin showing in your campaign report about 24 hours after that.
Congratulations, you've just published your first campaign!