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.
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.
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
- Business and Finance
- Computer & Technology
- 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:
- Customer Service
- General Engineering
- Human Resources
- Information Technology
- Research & Science
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.
- Additional best practices can be found in the Retargeting Tactics Best Practices article.
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 30 days. The minimum amount of time is 1 day, and the maximum is 30 days.
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.
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.
Archiving a Retargeting Tactic
Archiving a retargeting tactic can be beneficial when you no longer need specific tactics and want to stop seeing them in your active view. Archiving allows for an effective way to ‘clean up’ tactics without losing vital performance reporting data. In order to archive a tactic, please follow the below instructions:
Click on the tactic that you would like to archive.
On the right-hand side of the screen, click the expand button to view the tactic's settings. Then, click on the "Edit" button.
Once inside the Tactic Settings section, click the "Archive Tactic" button.
Select "Archive" from the Archive Tactic pop-up box. The purpose of archiving is to remove old unused tactics from your view. Before archiving any tactic, make sure that you don't want it to run again. If you plan on restarting a tactic in the future, we recommend ending your tactics rather than archiving them. Once a tactic is archived, it cannot be undone.
The retargeting tactic's status will change to "Archiving."
Once archived (approximately 24 hours after requesting to archive the tactic), your tactic will be moved to the "Archive" tab on the Campaign Overview page. This tab will show all previously archived tactics under the "Retargeting" tab.
Please note the below once a campaign tactic is archived:
- All of the detailed reporting page(s) will still be accessible.
- A tactic cannot be ‘unarchived’ or copied once it is archived.