Audience and targeting

LeadBack best practices

Sometimes, it takes a few nibbles before you get a bite. That’s why we created LeadBack.

 

LeadBack allows you to find people online that have already viewed your ads or visited your website, then target them again – called retargeting – with another ad. For some background on LeadBack, or to learn more about Advertising.com’s other targeting solutions, click here.

 

Setting up LeadBack on your site   

 

• Place pixels on all high-traffic pages. It’s best to place a LeadBack pixel on the most visited pages on your site – like your home page or common landing pages from your search or display advertising. LeadBack works best when you have a sizable population to target – at least about 200,000 users.
• Give it enough time. Your LeadBack pixel needs at least two weeks to work before you launch a retargeting campaign. Generally, it takes between 2-4 weeks to build a reasonable LeadBack population. But give it at least the minimum – your display ads will thank you.
• Target broadly. In order to maximize the impact of your LeadBack re-targeting campaign, it’s best to minimize restrictions such as geo-targeting or site targeting. Broad targeting gives AdLearn the greatest opportunity to find your users.
• Use lots of sizes. Make sure to have as many ad sizes available as possible – especially the standard IAB sizes. This gives AdLearn the best chance of reaching a large LeadBack population. Forgetting a key size – 728x90, 300x250 or 160x600 – will limit your opportunities.
• Use the proper pixel. When Ad Portal generates a pixel, you’ll get both a secure and non-secure version. Use a non-secure LeadBack pixel on a non-secure page, and a secure LeadBack pixel on a secure page. Failure to do so may generate an error message for your users, and disrupt their experience on your site.

 
 

Using LeadBack for sequential messaging

With LeadBack, you can create sequential messaging for users navigating through your website. This allows you to tailor your appeal to customers at different points in the purchase funnel. Fair warning: we're going to venture into the weeds here.

You can set up sequential messaging by creating multiple LeadBack tags in Ad Portal. Each different LeadBack pixel updates the same cookie. Therefore, as your customer moves from page to page, his or her cookie will be overwritten with the element from the page visited most recently.

Here’s how it works:

Say you create three LeadBack elements – one for your home page, one for your shopping cart page, and one for your purchase confirmation page.

When customers land on your home page, they become part of your home page population. When a user adds products to his shopping cart, his cookie value is updated. He leaves the home page population and becomes part of your shopping cart population. If the user then makes a purchase, his browser cookie is over-written again, and he joins the purchase confirmation population.

The user is targeted with tailored messages as he moves down the purchase funnel. If you want to reach all the site visitors that haven’t made a purchase, you can target both the home page and shopping cart populations. And once a purchase is made, you can continue to target the user for future purchases, or cease altogether since he’s no longer in the market for your product.

 

Share