Question

Retention (Retargeting buyers).  What objective are you using and why ?Retention (Retargeting buyers). What objective are you using and why ?  

Answer 1

Conversions/Purchases or Catalog Sales/Cross-sell

Comments

@penman0 even on let's say 1000 customers ?  

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@gensmer744 At that scale, you like don’t get delivery on any of the above objectives. For most of the ecom brands I’m working with, if an audience is that small, we’re not running retention. If you have a smaller audience, I’ve seen limited success with a reach objective.  

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@penman0 why wouldn't you be running any form of retention on any customers regardless of number ? We use alot of traffic/lpv on vc and atc audiences. Usually use conversion purchase on tof cold and vv audiences.  

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@gensmer744 Some brands are breaking even on the front end (acquisition). Retention is where they make their profits. They may prefer not to use any paid channels to provide touch points to acquired customers. Not saying that it’s right or wrong, just providing context.  

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@penman0 so again. Breaking even or profiting on front end you'd be silly not to run any form of retention unless of course it's a one product type brand .  

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I guess I should be more transparent when posting ;)

Answer 2

We start with conversions / purchase. Then we slowly split test to find others that work.  

Comments

@whiles oooosh I wouldn't start there . These guys are buyers. I'd be cutting my nose off going for that objective !  

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That’s what the data clearly tells us to do on about 90% of accounts.  

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@whiles I agree if your pool of previous buyers is very big but when working on smaller pots it will burn out fast.