If you want your digital marketing campaigns to produce even better results, you need to give your website visitors a second chance to become “customers”. That second chance, that is, showing targeted ads to people who have already visited your website is called remarketing.

In a nutshell, remarketing is the creation of personalized ads, mainly for the Display Network, for users who have previously visited your website.

In addition to Google., there are several other platforms that offer the option to remarket within their platform. In the rest of this blog, we’ll introduce you to the AdRoll.

Remarketing, AdRoll and its benefits

AdRoll is a platform that offers several online advertising services, including remarketing. With AdRoll, we have the option to first find an audience, similar to current visitors to the site through a special cookie (this will be discussed a little more below).

Adroll’s targeting system and audience insight is even more advanced than Google’s, and offers several audience targeting options:

- Contextual – Choosing categories that are relevant to your industry or target market
- Demographic – Attributes such as age, gender
- Interest Targeting – Choosing specific interests such as sports, fashion, food, etc.
- Lookalike – An option that allows the AdRoll system itself to identify audiences that behave similarly to current visitors to the site
- Retargeting – Placing messages and ads to an audience that has already interacted with your site
- CRM – email marketing and placement of messages to an audience that has already left an email through promotions

Another great advantage of the AdRoll platform is the multichannel marketing system, which allows the audience to be in one place. Just as Facebook collects and creates its own audience through the Facebook Pixel, Google also creates its own audience through its cookies. AdRoll breaks down barriers and with its advanced systems allows us to have our audience in one place. All visitors to the site, whether they came from Facebook campaigns or Display campaigns on the Web, will be in the same place and we can market the campaign together at the same time.

Account Creation and Remarketing Campaigns

AdRoll is created on their official website www.adroll.com by clicking on the ”Get Started” button in the upper right corner. After filling out a short form, the platform is accessed via login.

Before creating a campaign, it is necessary to install the AdRoll pixel code, which is implemented on each page of the site. Once the pixel code is active, you can create a campaign. In this regard, AdRoll offers 2 options:

Websites & Apps, Websites and Applications on the Internet
Social, Facebook News Feed, Right Hand Column, Facebook and Instagram mobile apps

For the purposes of this blog, we will stick to the option of creating a display network campaign.

The first choice we encounter is the type of campaign, namely:

Lookalike, the AdRoll AI system searches for the most similar people to current site visitors
Contextual, searching for the target group by specific categories (fashion, health, sports, etc.)
Retargeting: Targeting people who have already visited a website but haven’t converted or taken the desired action on the site.

If the first campaign is created and there is currently no one in the current AdRoll audience, you choose between Lookalike and Contextual campaigns, because there is no point in retargeting (there are no current visitors to the site).

After choosing the daily budget, CPC and location, all that remains is to upload the Web ads that we want to use for the needs of the campaign and everything is ready to start.

All campaigns and their analytics are located in the main Dashboard, in the first part of ”Ad Campaigns”. For information on the number of audiences as well as visits to certain pages, the ”Audiences” option is selected.

This is where a custom-made audience is created, that is, visitors to the site who have visited certain pages on the site, such as a shopping cart or others.

The audience can be kept for a maximum of 120 days and can be used for retargeting campaigns.

If you find this platform interesting and want to put it at the service of your business, contact us for more information.