Work with retargeting campaigns

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What is retargeting

Retargeting is a marketing technology that allows you to show your advertisements to users who have previously visited your site, but didn’t perform any targeted action. The main difference between retargeting and other categories of advertisements is that you only show your ads to the people that have already viewed/used your site before and are interested in your goods or services you provide. And as an advertiser, you only spend your budget on the targeted audience. This tool can be used to push people into making a purchase on your site. For instance, you can notify users of any discounts going around, promotions, and special offers etc. And these products and services you are advertising can be related to the things he/she has already viewed or liked before on your site.

Retargeting lists

To create a new retargeting list in the "Campaigns /Audiences" section, click on "Get code" button:

image 1

In the form that appears, you must fill the following fields:

  • Name name of the audience
  • Duration of participation - The field for entering the number of days during which the retargeting advertisement will be displayed to the user. 1 to 180 days. The default is 30. The countdown starts when the user installs a cookie on his/her browser.
  • Matching URL - field for entering links, only for advertisers who have already generated lists of retargeting
  • XML feed - provide a link to the product xml feed. Only for dynamic retargeting (a more detailed description can be found in the article Creating an xml feed for dynamic retargeting )
image 2

Creating a list of retargeting using Kadam code

Table with retargeting lists for each audience created by the ‘Get Code’ action displays the “remarketing code” link.

image 3

Clicking on the link opens a pop-up window containing the container code that you should install on the pages of your site. To work with dynamic retargeting, you also need to install the code from the second field under the container code.

image 4

Sites that have the container installed automatically set a cookie on the user’s browser for the number of days specified in the list of retargeting settings. Hence, the user is then included in the retargeting list.

For the audience collected by Kadam code, impressions for the retargeting campaign will begin immediately after a user enters the system. The number of audience using Kadam code is not displayed (there will be a “-” shown). Impressions of the retargeting campaign for other audiences will begin only if the retargeting list is more than 50 people. If the list is less than 50 people, the status of the campaign is “Waiting for the audience”.

When a user performs certain actions on a page with promotional materials, information on the product ID and the level of interest of the user can be transmitted using a special script:

kadamr.event (
{gid: '123123', interest: 'Cart'}

The example below illustrates data transfer when a user clicks a link:

<a onclick = "kadamr.event (
{gid: '123123', interest: 'Cart'}
); "> send retarget </a>

Creating a list of retargeting using advertiser data

To compile a list of retargeting if you have your own database, the advertiser in the settings of the list of retargeting must specify the URL for the match. A more detailed description can be found in the article "Creating a list of retargeting by match".

Campaign Retargeting Management

To set up retargeting in an advertising campaign, go to the "Campaign Management" interface (Campaigns /Campaigns /Edit). Under the field "Site for testing" there is a check box "Select audience", when you click on it, the "Audience" field appears and the check box "Product retargeting" appears. To work on dynamic retargeting, an xml feed must be uploaded to the selected audience. Also, you can't choose more than one audience.

Audiences and retargeting lists are marked in the "Audience" field, the users from which your ad will be shown. When the check box "Product retargeting" is checked, an additional field "Level of interest" appears, with the ability to select the appropriate level of interest of users who need to show campaign advertising materials. This check - the box should be put down only if you have an xml-feed and dynamic banners for download.

image 5

You can also set the mode of using audiences. Condition (I) indicates that the user must belong to all specified audiences. The condition (OR) indicates that the user must belong to at least one of the specified audiences (Fig. 6).

image 6

For retargeting campaigns there is no possibility to set up such targeting:

  1. Keyword targeting
  3. Regions and mobile operators
  5. Categories
  7. Target audience
  9. Target audience age
  11. Platform Targeting
  13. Browser Targeting

The rate for the retargeting campaign is the same for all intersections region-category.

In order to select only those that use retargeting in the list of campaigns, the "Audience" filter is intended:

image 7