Retargeting site visitors for advertising campaigns

Retargeting site visitors is an effective strategy for increasing conversions and re-engaging users who have not yet completed their purchase. By sharing specific events with your advertising partners, you can display personalised ads to encourage visitors to return and complete their purchase. This use case describes the steps involved in implementing this retargeting strategy and the associated benefits.

Goal:

Increase conversions by retargeting site visitors with personalised ads based on shared events.

Description:

1. Define events to share:

   • Identify the key events to share with your advertising partners, such as pages visited, products viewed, additions to basket and basket abandonments.

   • Examples of events: product viewed, added to basket, basket abandonment, etc.

2. Share events with advertising platforms:

   • Integrate your Commanders Act platform with your advertising platforms via the partner connectors available in the Commanders Act catalogue. For example, use the connectors with Google Ads, Facebook Conversions API, Criteo, and LinkedIn Conversions API.

   • Use the connectors to send user events to your advertising platforms.

   • Configure events to target unconverted visitors with personalised ads.

3. Launch retargeting campaigns

   • Use shared events to launch retargeting campaigns targeted at unconverted visitors.

   • Create attractive and relevant ads to encourage visitors to return to your site and complete their purchase.

4. Performance tracking:

   • Track the performance of retargeting campaigns by analysing click-through rates, conversion rates and return on investment (ROI).

   • Analyse data to understand the impact of retargeting campaigns on conversions and user engagement.

5. Continuous optimisation:

   • Use the insights gained to refine your retargeting and ad campaign optimisation strategies.

   • Repeat the event sharing process for continuous improvement in the effectiveness of retargeting campaigns.

Examples of use :

• Example 1: A product consultation event is shared with Google Ads. The ads recall the products viewed and offer special offers to encourage purchase.

• Example 2: A basket abandonment event is shared with the Facebook Conversions API. The ads recall the abandoned products and offer discounts to complete the purchase.

• Example 3: An event involving visits to specific pages is shared with the LinkedIn Conversions API. Ads offer additional content or products to re-engage visitors.

• Example 4: An interest event for specific product categories is shared with Criteo. Ads offer similar or complementary products to increase conversions.

Associated benefits:

• Increase conversions: Encourage visitors to return to your site and complete their purchases.

• Ad personalisation: Display relevant ads based on users' browsing behaviour.

• Optimise resources: Use your advertising budgets more effectively by targeting unconverted visitors.

• Improved performance: Increase the return on investment (ROI) of your advertising campaigns by retargeting the right audiences.

Conclusion:

By retargeting site visitors with personalised ads based on shared events, you can not only increase conversions, but also re-engage users and improve their experience. This approach allows you to target unconverted visitors with relevant ads, contributing to better value for money and optimised business results.

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