Display Retargeting with Terminus Ad Experiences

Prerequisites

To utilize Terminus Retargeting, you must first have the Visitor ID tracking script installed on any website pages you wish to retarget on.

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Article Contents:


Feature Overview

Retargeting is an ad targeting strategy that allows you to serve ads to individuals that have visited your website. With this type of targeting, you can capitalize on active interest in your brand, and deliver highly personalized messages and offers based on the pages they’ve visited.

With Terminus's account-based retargeting offering, marketers can target visitors to specific URLs on their website, and layer on firmographic filters (such industry or company size) and the individual’s characteristics (such as their department/function), to ensure you’re keeping your brand message in front of the right people.


Getting Started with Retargeting


Selecting Your Retargeting URLs

For retargeting tactics, we'd recommend selecting website pages that are most likely to be visited by your targeted audiences (e.g. not your Careers page). For example, if you’re using audience filtering options for your retargeting tactics, you might select pages on your website that speak to those specific industries or personas. Selecting pages you're already tracking in your Engagement Spike models can also be a good starting point.

Additional things to note about URL selection for retargeting:

  • The URLs you input must be from a whitelisted domain on your Ad Experiences account (per your Visitor ID setup)
  • Wildcarded URLs will be accepted, but only at the end of the URL (ex: terminus.com/products/*)
  • URLs can be added or removed from a tactic after it is launched
  • Users can add up to 200 URLs per tactic
  • You can search for existing URLs in a tactic, and the URL rule builder will tell you if a URL that you input is a duplicate


Requesting & Implementing Your Retargeting Pixel

Terminus retargeting will be powered by our Visitor ID tracking script, which should be implemented before launching any retargeting tactics. If you have not implemented the Visitor ID script yet, please follow the steps provided here, and contact support@terminus.com for any issues implementing the pixel.

In the event the Visitor ID script is not detected on a URL you are trying to retarget on, an error message will register in the tactic builder:

To confirm whether or not the Visitor ID script is running, please consult the troubleshooting steps in this article.


Launching a Retargeting Tactic

To launch a new retargeting tactic, select the “New Campaign / New Tactic” button in the top right corner of the application. From there, you’ll be navigated to the tactic setup interface.

For a retargeting tactic, you’ll select “Display Retargeting” as your tactic type, and “Terminus Website Traffic” will default to your audience source.

On this page, you’ll also name your tactic. We’d recommend using the tactic name to indicate what pages and/or filters you are targeting.

Feature Note

For retargeting tactics, you will not be prompted to designate a campaign name during setup. 


Step One: URL Selection

On the next page, you’ll add your retargeting URLs. Here, you’ll be able to see all the whitelisted domains on your Ad Experiences account. Any URLs you add will need to follow the same root domain structure of your whitelisted domains. For example, if you have qantagesolutions.com whitelisted (without www. or http://), all URLs will need to follow that structure.

URLs can be added one at a time, or multiple URLs can be added at once by copying & pasting into a blank row.

If a URL is input with an incorrect root domain, or if the URL input is a duplicate, the URL will be highlighted in red, and will not be able to be added.

Once all your URLs have been input, select the “Add URL rule(s)” button, and they will appear in the URL Rules table below.

On this page, URLs can be easily removed and you can use the search functionality to find existing URLs based on specific keywords or structure.



Feature Tip:

Unless you have thousands of visitors coming to your website each day, we do not recommend using a single URL to define your audience. Instead, select a cluster of URLs related to a specific topic.


Step Two: Audience Targeting

On the next page of tactic setup, you will be able to define how narrow or broad you want your retargeting audience to be. If you have messaging that is specific to different verticals or company sizes, this is your opportunity to align your audience targeting to that specific message or offer.

By default, The “Maximize conversions by reaching the broadest relevant audience” option will be selected. This option means that all visitors that visit any of your selected URLs for the tactic (outside of your excluded domains), will be retargeted with your ads.

Selecting “Target only companies that meet specific criteria” will reveal several options to further filter your retargeting audience.

Targeting by industry will reveal the following options:

  • Agriculture & Forestry
  • Arts & Entertainment
  • Automotive
  • Business and Finance
  • Computer & Technology
  • Construction
  • Consumer
  • Education
  • Government
  • Healthcare
  • Manufacturing
  • Real Estate
  • Retail & Shopping

Targeting buy company size will reveal several preset options, including:

  • Small (<10M in revenue)
  • Medium (<100M in revenue)
  • Large (<500M in revenue)
  • Enterprise (>500M in revenue)

Finally, you can filter your retargeting audience based on their job function. These options include:

  • C-Suite
  • Customer Service
  • Educators
  • Finance
  • General Engineering
  • Government
  • Human Resources
  • Information Technology
  • Legal
  • Marketing
  • Medical
  • Operations
  • Product
  • Research & Science
  • Sales

Here are a few best practices to consider when filtering your retargeting audience:

  • Some targeting selections may severely limit your ad serving ability. For example, we would advise against filtering by a niche industry, small company size, and a singular department, because it’s unlikely that you’d see much traction.
  • If you notice that you’re not seeing a lot of activity on your retargeting campaigns, you can always go back and expand your targeting options, or add additional URLs, to your tactic.


Exit Criteria

On the Audience Targeting Page, you can also determine your exit criteria, or the amount of time a visitor should be targeted with your ads after visiting the site.

By default, this will be set to 7 days. The minimum amount of time is 1 day, and the maximum is 30 days.


Exclusions

Finally, you will have the option to exclude accounts (domains) from being retargeted by adding them to a block list. With this functionality, Terminus will attempt to block all known IP addresses associated with the list of domains or account lists you provide.[a][b] You may want to add competitors, customers, or your own domains to the block list.

For exclusions, users have two options:

  • Manually input or copy/paste domains that should be blocked

  • Or, upload an account list from the Account Hub. This option can be useful if you already have lists built for your customers, competitors, or any other audience you wish to exclude from being targeted.

As a reminder, lists built in the Account Hub are static, meaning that accounts will need to be added or removed from the list in the Account Hub in order for them to be excluded (or not excluded) from your retargeting tactic.


Step Three: Budget & Duration

Once Audience Targeting has been determined, you’ll be prompted to input your daily budget, and overall budget (if desired), as well as a tactic duration time. These settings will also mirror the options for creating a standard display advertising tactic.


Step Four: Creative Upload

Lastly, you’ll upload your ad creatives for the tactic. Here, you can either upload new creative files directly from your computer, or re-use ads from previously run tactics via the Ad Library.

Once your ads have been selected, you also have the option to group different ad sets together for A/B testing purposes.

To separate your ads into different groups, first select the “Add Group” button, give your group a name, select which ads you want to move, and then use the “Move to Group” dropdown option to separate them.

During creative upload, you will also need to input the destination URL for each of your creative files. If you have multiple creatives with the same URL, you can use the “Edit Destination URL” action at the top to mass update creatives.

Both standard file types (.jpeg, .png, .gif) and HTML5 creatives can be submitted via the tactic builder for retargeting tactics. To view our ad specifications, please view the resources below.

Terminus Display Advertising Guidelines & Specifications
HTML5 Creative Specifications


Step Five: Review & Submit

On the last page of tactic setup, users will be able to review and/or go back and edit any of the settings they’ve selected before launching.

Unlike standard display and LinkedIn-integrated advertising tactics (which need to go through a data matching process), retargeting tactics should go live the same day a new tactic has been submitted, and will not show as “Pending” after submitting.


Retargeting Tactic Reporting & Settings

Once launched, retargeting tactics can be accessed via the “Retargeting” tab on the Campaign Overview page.

Here, users will be able to see Running and Paused tactics in one table, and Draft tactics in a separate table. Like the Campaign Overview table, in-view reporting columns can be easily adjusted to show more, or less, information.

Clicking on a tactic name will take you to the Tactic Detail page. For retargeting, users will have two main reports tabs in Tactic Details:


Tactic Performance

On the Tactic Performance tab, users will be able to see top-level summary metrics, as well as a graph of performance overtime.

The summary metric options can be toggled on or off, and include:

  • Impressions: The number of times an ad has been viewed by users associated with your targeted accounts.
  • CPM (Cost-per-impression): Cost-per-mille; the amount an advertiser is charged for serving 1,000 (mille) impressions. The Terminus Display Ad Network is optimized based on a CPM (cost-per-mille) model, and this is also how customers are billed for their media spend for display advertising tactics.
  • Clicks: The number of times users associated with your targeted accounts have clicked on your display ad from a web page.
  • Spend: The total amount you have spent to deliver ads through the Terminus platform.
  • Devices: The number of unique cookies associated with the accounts being retargeted from your tactic.

These metrics will persist on the Creative Performance tab. The performance metrics available in the graph view include:

  • Impressions
  • Clicks
  • Spend
  • CPM
  • CTR (Click-thru rate): Measures the number of times targeted users clicked on your ad, and is the ratio of clicks to impressions (clicks ÷ impressions).


Creative Performance

On the Creative Performance tab, users will be able to view performance at the ad and ad group level, as well as several performance graphs.

The performance graphs will include a breakout of:

  • Ad impressions served by device type (Options include PC, tablet, and mobile)
  • Ad impressions served by creative size
  • Ad impressions served by time of day, and day of week

The Creative Performance table will feature performance metrics by creative and creative group, including an individual performance graph by creative.

Active creatives can be disabled by selecting one or more creatives, and using the “Disable” button.

To edit information for existing tactics, see the Tactic Settings section.


Tactic Settings

Retargeting tactic settings will be accessible via the pop-out window in the right hand side of the tactic details page.

From this window, users can adjust the tactic name, daily and overall budgets, duration, and exit criteria by selecting the inline “Edit” button. You can also pause a retargeting tactic by selecting the “Pause Tactic” button at the bottom.

Clicking on the “Edit” links above URL rules and Exclusions will open the tactic setup builder, where any of these settings can be adjusted.

 

FAQs


Is there a minimum number of cookies that Terminus needs to identify in order for a retargeting ad to be displayed?

  • No - there is no minimum cookie requirement. We will cookie any website visitor that lands on a page with a Terminus retargeting pixel (and that meets your demographic/firmographic parameters), and retarget them with Terminus ads.

Can we retarget users located outside of the US/Canada?

  • No - currently, retargeting is only supported for users located within the US & Canada.

Can I exclude visitors from my retargeting campaigns?

  • Yes! Visitors can be excluded from your retargeting campaigns via domain. See the Exclusions section for more information.
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