Re-Targeting

Introduction

In this article we will describe the best methods to start and run a retargeting campaign. Starting from integration with our platform to setting up events to setting up campaign and finally ramping it up, this articles describes it all. 

Integration Setup

MMP App Access

To set up postback from MMP is the first step. For each MMP setup look at the following link.

Events To be Enabled

Once the MMP access is given, next we need the client to enable postbacks(events) from the dashboard. Different in-app events need to be passed depending on the kind of app marketing campaign that marketers want to run, as we use these postbacks to create custom audiences which in turn help us increase our retargeting efficiency.

Event Dynamic App Retargeting Dormant User Activation
App Open Not compulsory Compulsory
Product Event Compulsory Not compulsory
Cart Event Compulsory Not compulsory
Purchase Event Compulsory Not compulsory
Install Not compulsory Compulsory
Category/Sub category Event Not compulsory Not compulsory
Wishlist Not compulsory Not compulsory

Again, the process of enabling events differs from one MMP to another. Kindly refer to our MMP Integration document for the exact steps. Once the events are enabled from the client's side, it takes 2-3 hours for us to start seeing those events on our side. Integration team will verify the events and proceed to the next step.

Events Mapping on RevX Dashboard

After postbacks have been enabled and we have started receiving them on our end, we segregate those events to funnels. Below are the funnels used by us :

visit-->v
search--->b
product--->c
cart--->s
purchase--> p

Segregating all the postbacks into the above funnels allows us to map similar postbacks together and target users belonging to each funnel in a specific manner.  

MMP events mapping is done by the Integrations team, as advised by the respective account manager.

Conversion Pixel Mapping

Conversion pixel is fired when a conversion event is attributed to Revx. In order to facilitate this, a conversion pixel has to be created and mapped to the conversion event while doing the MMP mapping. This will ensure that whenever we receive a conversion event that is attributed to us, we can track it indefinitely. Kindly specify the attribution parameter in postbacks so that the pixel can track it.

Feed Integration and Mapping (if Dynamic campaign)

In case of Dynamic campaigns, the content provided by the feed helps to display personalized ads (dynamic ads) for users that in turn results in higher conversions. The feed should be in a CSV or TSV or XML format. The feed should contain all the metadata information that needs to be shown in a dynamic creative.

Mandatory Fields Optional Fields
Product Id Category Name /Id
Title Subcategory Name/Id
Image URL Original Price
Landing Page URI Coupon/Discount
Sale Price (if applicable) Recommendations

Different options to share the Product Feedare:

  • Host on Company Server (recommended) – Marketers can upload the file on their own company server (FTP) and provide server details for establishing a connection. The server details to be shared are – server URL port number, authentication details like username and password and update frequency that indicates the frequency at which feed is updated
  • Share as a File - Marketers can share the file directly with RevX. The file format in which the product feed can be shared are – XML, CSV, TSV or ZIPUpdate 

Frequency : It is recommended that marketers update the product feed on a regular basis (at least once a day).

Click URL testing for both landing behavior and attribution check in MMP

For a dynamic app retargeting campaign, the app should be deeplinked so that RevX can redirect the user to a specific screen within the app. Please share the Deep link structure.

For a dormant user activation campaign, RevX just needs the home screen

URI of the app and campaign can run even if the whole app is not deeplinked.

Once the deep link/home screen URI is shared by the client, the integration team will integrate it into the click URL for the particular MMP and test for landing behaviour and attribution and work with the marketer until the desired behaviour is achieved and is also getting tracked accurately.

Upload Creative

Creatives can be uploaded on the platform, so that later they can be associated with strategies inside various campaigns.

Broadly, creative allowed to be uploaded on the Platform allows can be divided in following three types:
1. Static
2. Dynamic
3. Third Party Ad tags

Following are the details from each type:

1. Static

2. Dynamic

3. Third Party Ad Tag

Campaign Setup

  • Campaign objective is set to App Engagement
  • Create conversion tracking pixel and attach to the campaign
  • Create separate campaigns based on OS or campaign goals
  • Mention the pricing of the campaign based on the payout structure as mentioned in Insertion Orders
  • Set a daily media spend limit in the campaign
  • Link Creative to Strategy

Best practises

  • Creatives - Dynamic banners are preferred more than static
  • Click destination - app-page deeplink along with S2S tracking URL (add as many parameters as possible to enable tracking in MMP at campaign, strategy, creative, aggregator, publisher level)

Soft launch details (Week 1 of launch) : Create audiences based on funnel positions and recensies

- Start 2-3 strategies (targeting high intent audiences) with native and interstitial/video banners on a low scale
- Strategy bidding - CPC
- Confirm attribution in MMP (i.e. re-engagement or re-attribution rate in MMP)
- Validate initial tracking metrics (impressions, clicks, attributed app opens/sessions, conversions etc. ) with ones recorded in MMP 

Ramp-up Stage of Campaign (Week 2 to 4 of launch):

- Add additional strategies targeting the next lower funnels and higher recency users for better reach
- Add additional creative sizes to strategies (small banners, large banners etc.)
- Move to CPA bidding from CPC (if total attributed conversions of the conversion tracking pixel is 50 or more)

Optimization techniques

- Create strategies based on creative sizes  (native, video, interstitial, small etc.) post creative performance checks
- Add max/min CPM caps in the strategy bidding
- Have strategies with mix of CPC and CPA bidding for better performance of the bidding models
- Look into aggregator and publisher level performance data once in couple of weeks

Tools:

SliceX:  

- Slice and dice data at cross-advertiser level to understand more on the top performing variables in a particular market/industry
- Compare data for different date ranges to debug reasons on some particular drop/spike
- Have a clear cut visibility of all the performance metrics on the trend of last 3 months

Primary and secondary level performance metrics:

Primary level performance metrics -
These are the first level performance indicators of a campaign and are readily available in widgets, grids, slicex and in the advance reporting section. 
Examples: Impressions, clicks, installs, conversions, eCPM, eCPC, eCPI, eCPA, ROI, CTR, CTC etc.

Secondary level performance metrics -
These metrics give additional insights into campaigns’ performance, especially an insight into the scope/potential of the campaigns. 
Example: eligible unique users, impression unique users, eligible bids, bids placed, reach etc.

Campaign pricing:

The platform supports various pricing structures as per advertiser’s requirement. Below is the list of pricing models,

- CPM
- CPC
- CPI
- CPA
- Margin

Note: ROI/Cost per sale value can also be incorporated by back-calculating the expected CPA and setting up CPA pricing in the campaign

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