#1: Run Separate Campaigns to New and Retargeting Audiences
#2: Use Descriptive Naming Conventions to Better Sort Campaign Results
#3: Create Separate Ad Groups for Each Retargeting Audience
#4: Cease Delivery to Underperforming Audiences
#5: Optimize for Click-Through Conversions Instead of View-Through Conversions
#6: Monitor and Adjust Your Retargeting Spend Over Time
#7: Adjust New Prospect Acquisition and Retargeting Spend to Find the Optimal Ad Budget

"The purpose of remarketing is to catch up with visitors after they leave a website and re-engage them in an attempt to bring them back to the platform. In general, over 90% of people visit a website and leave without converting. The key benefit of remarketing is it gives brands the opportunity to get in front of the eyes of those who have already expressed interest. The desired outcomes are to:

• Recover bounced website visitors and turn them into customers.
• Gain repeat visitors.
• Increase brand awareness.
• Strengthen SEO and content marketing efforts.

Although the concept of remarketing can take many different forms, the message is typically a reminder to complete an action or to present new, personalized content to help prompt a buying decision.

An AdWords-based remarketing strategy is multi-faceted and requires a comprehensive approach, in order to complement your PPC strategy. Let’s dive into the finer details."

Here’s what was different: During the time period in question, the company ran Facebook ad campaigns targeting higher-funnel audiences corresponding to people who have the same interests and demographics as their buyer persona. The audience size was approximately 20 million people.

The Facebook ads generated clicks and conversions as you would expect from any pay-per-click advertising campaign.

But I believe the campaigns had an additional halo effect of creating a strong brand bias among the people who clicked through to the site, which profoundly impacted the Remarketing lists for search ads campaigns, since they only target people who have previously visited your site.

Mistake #1. Segmentation: You’re targeting the default “All Visitors” audience.
Mistake #2. Recency: You’re using the default 30-day cookie window.
Mistake #3. Frequency: Another critical mistake: you have no ad frequency limit.
Mistake #4. Creative: Using the same boring creative assets across the board.
Mistake #5. Magic Bullets

The easiest way to segment traffic is based on specific page visits. You could also target specific page visits, too. 

What’s that? “Your customer’s aren’t on / using Facebook?” Well you’re in luck. Twitter’s advertising platform supports the same specific URL-targeting. As does LinkedIn’s new and improved ‘Matched Audience.’ Now you can run retargeting ads across the three primary social networks for people in each stage of your funnel (based on pageviews and previous visits).

Now you’ve got interested leads being (automatically) followed up in multiple channels. The next step is to get on the phone with qualified ones. Enter calendar apps.

Sean McVey of Virtru changed their traditional contact form-based approach to Calendly in order to automatically schedule sales calls. And the results quickly took off. Conversion rates jumped to 50% and 61% of leads scheduled a call. Then once someone creates a Calendly appointment, you can send that data pretty much anywhere with a little help from Zapier.

Retargeting:  Based on your activity on its website, a brand harnessing the power of retargeting uses cookies to strategically place ads for you to view elsewhere on the web, even while doing something entirely unrelated to shopping. It’s that simple.  Conducted through third party networks, retargeting is an affordable solution to reach leads. In addition, it packs a big ROI punch: Retargeting boasts average click-through-rates (CTRs) up to 10 times higher than regular ads. It’s also accessible enough that even social media giants like Facebook have retargeting options that cater to businesses of all sizes.

Remarketing: Remarketing is all about email. It's all about reengagement campaigns.

Using cookies
Cookies are used in account-based marketing to reach individual customers who have accessed a business website through their browser. They are combined with other sales enablement tools that use predictive analytics to target the people with the power and authority to purchase the product or service. This is the result of collected data on existing and potential buyers that include their budget and the best time for them to consider purchasing your product.

Internet Protocol (IP)
IP ABM offers a broader range of customers than cookies although it does not offer the opportunity to connect directly with an individual decision-maker. This system works effectively for businesses that want to expand into an international market.

• Get calendars in sync
• Show off social profiles in your emails
• Encourage people to sign up for your email lists via social
• Upload your subscriber lists to social networks
• Retarget ads on Facebook and Twitter to interested email subscribers

1) Set up your audiences and reporting.

2) Create your control and experiment groups.

Export your list. 
Randomize your list. 
Slash your list in half. 
Re-upload your two lists. 
3) Upload your lists into Twitter Tailored Audiences.

4) Set up your reporting.

Lead-to-Customer Rate
Lead-to-Opportunity Rate
5) Selecting your content.

Now that we’ve been through the steps on how to set up this experiment, let’s talk about content selection. The type of content we used can be broken down into two categories: product awareness and bottom funnel content.