Retargeting Format Media Plan
Retargeting Format Media Plan
Prepared by:
[YOUR NAME]
[YOUR COMPANY NAME]
Campaign Objective
To increase conversion rates by re-engaging potential customers who have previously visited our website, interacted with our content, or partially completed actions but have not converted. The campaign aims to target these users with personalized, timely ads across various digital platforms to encourage them to complete the desired action.
1. Audience Segmentation
Primary Retargeting Audiences:
-
Cart Abandoners: Users who added items to their cart but did not complete the purchase.
-
Site Visitors - Key Pages: Visitors to specific product or service pages (e.g., pricing or product details).
-
Form Abandoners: Users who began but did not complete a signup or lead form.
-
Engaged Content Viewers: Visitors who viewed key content (e.g., blog posts, videos) related to targeted products or services.
2. Ad Formats and Platforms
|
Ad Type |
Platforms |
Visuals/Messaging |
|---|---|---|
|
Display Ads |
Google Display Network, programmatic networks |
Product-focused imagery, and clear calls to action. |
|
Social Media Ads |
Facebook, Instagram, LinkedIn |
Carousel and video formats to highlight products. |
|
Search Ads |
Google Search, Bing |
Reminder messaging on benefits of returning. |
|
Native Ads |
Taboola, Outbrain |
Articles guiding users back to the site. |
3. Creative and Messaging Strategy
Message Themes:
-
Cart Abandoners: "Complete Your Purchase! Enjoy a Special Discount."
-
Product Page Visitors: "Still Interested? See What You’re Missing!"
-
Form Abandoners: "Almost Done! Finish Signing Up for Exclusive Benefits."
Design Elements:
-
Visuals: Consistent with brand colors and aesthetics; clear and high-quality product images.
-
CTAs: Use specific calls to action such as “Complete Your Purchase,” “Continue Shopping,” and “Discover More.”
-
Frequency Cap: Limit ad exposure to avoid ad fatigue (suggested cap: 3-5 views per user per week).
4. Budget Allocation
|
Channel |
Budget Allocation (%) |
Rationale |
|---|---|---|
|
Google Display Network |
30% |
High reach and lower cost-per-click, ideal for re-engagement |
|
Social Media |
40% |
Engaging carousel and video ads capture user attention |
|
Google/Bing Search |
20% |
Targeting high-intent searches for higher conversion potential |
|
Native Advertising |
10% |
Great for content engagement, driving indirect interest |
5. Key Performance Indicators (KPIs)
|
KPI |
Target |
Measurement |
|---|---|---|
|
Click-Through Rate (CTR) |
1.5% - 2.5% |
Google Analytics, platform metrics |
|
Conversion Rate |
5% of retargeted users |
Goal completion in analytics |
|
Return on Ad Spend (ROAS) |
Minimum 3x |
Ad spend and revenue tracking |
|
Cost Per Conversion |
Lower than initial acquisition cost |
Analytics and platform metrics |
6. Campaign Schedule
|
Phase |
Dates |
Activities |
|---|---|---|
|
Planning & Setup |
Nov 1 - Nov 7 |
Define audience, set up tracking |
|
Launch - Phase 1 |
Nov 8 - Nov 21 |
Run initial ads, monitor engagement |
|
Optimization |
Ongoing, every 2 weeks |
Adjust bids, test creatives |
|
Reporting & Analysis |
End of campaign |
Measure KPIs, prepare a report |
7. Tracking and Measurement Tools
-
Google Analytics: To track user interactions, conversion funnels, and goal completions.
-
Ad Platform Insights: Use insights from Facebook, Google Ads, and programmatic ad platforms.
-
Heatmaps (Optional): Analyze user engagement with retargeted ads on landing pages.
8. Continuous Optimization Strategy
-
Creative A/B Testing: Regularly test variations in ad copy, visuals, and CTAs to optimize engagement.
-
Bid Adjustments: Adjust bid strategies for top-performing segments to maximize ROI.
-
Frequency Caps Review: Review and modify ad frequency to balance visibility and avoid overexposure.
-
Audience Refresh: Periodically refresh audience lists to focus on recent site visitors.
9. Reporting Structure
At the end of the campaign, a Retargeting Performance Report will be prepared. It will include:
-
Overall Performance: CTR, conversion rate, ROAS, and CPC
-
Insights on Audience Segments: Breakdown of performance by each retargeted audience
-
Recommendations for Future Campaigns: Suggested improvements based on data and observed patterns
