Retargeting campaigns with Criteo from A to Z

What is retargeting?

Retargeting is a strategy for getting people who have interacted with a product or service to return. This is typically achieved by displaying promotional content that calls a user's attention to a product that has already been reviewed. In practice, it can look like this:

1. A user either clicks on an advertisement they see or visits an e-store website and browses the page featuring the product they are interested in.
2. After leaving the product page, the user goes to other websites or scrolls through social media.
3. They are shown an ad for a product they viewed earlier.

The ideal scenario presupposes the existence of point no. 4, according to which the user returns to the product page and makes a purchase as a result of the ad. The likelihood of such an occurrence rises by as much as 43% when we use retargeting, according to research by Criteo. In the case of display ads, it could be as high as 70%, specialists from Digital Agency Network say.

Retargeting is distinct from remarketing in that it targets customers at a different stage of the purchasing process. Customers whose data is already on file can be remarketed to via email and other channels. On the other hand, retargeting relies heavily on data collected through cookies.

Web push notifications, static and dynamic Google ads, and social media marketing are just a few of the various retargeting options available. One business, regarded as a leader in retargeting, is taking things a step further, though. AI technology is used by a Criteo tool to allow marketers to send personalized retargeting messages.

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What is Criteo and how does it work?

Criteo is one of the world leaders in the field of commercial media. The company is based in France and has been dynamically developing its advertising ecosystem since 2005. Since the beginning, the brand has been focused on providing cutting-edge solutions in the field of retargeting. Thus, they are the best at what they do.

Criteo's advantage over popular advertising systems lies primarily in the advanced automation of operations. Thanks to the use of machine learning technology, users are shown ads even for products they haven’t browsed.

Artificial intelligence helps match offers to the preferences of potential customers based on browsing history. Criteo AI Engine gets information from a custom code snippet that is placed on the site. It works like Facebook's pixel in that it measures how engaged website visitors are.

What are the main advantages of Criteo?

The power of Criteo Dynamic Retargeting lies mainly in its following characteristics:

Partnership with a huge number of publishers

Ads generated by Criteo are broadcast by more than 19,000 publishers as well as social media networks (Facebook and Instagram). The tool can also be used with Google Ads.

Wide range of personalization

The shape and type of creative, as well as the time and place of the broadcast, are matched to the user by Criteo's algorithms. Consumers can see it on their phones or on a desktop computers.

In addition, Dynamic Creative Optimization+ technology allows the development of creatives that are visually consistent with the brand. This translates into increased brand recognition.

Real-time ad generation

There is no way that the materials are outdated. The tool creates ads on the fly based on constantly changing data.

Additional solutions

Criteo retargeting can be integrated with other features from the brand, such as Contextual Advertising, Audience Match and Customer Retention.

How much do Criteo campaigns cost?

Criteo's dynamic retargeting is an example of the implementation of the performance model. This means that the advertiser pays only for the results achieved. The cost per click depends, for example, on where the ad is displayed, the set budget, the competitiveness of the audience, as well as the industry and type of products being promoted.

The average CPC is 0.12-0.17 euros. The better optimized the campaign, the lower the actual cost per click incurred by the advertiser. When done well, retargeting lets you get very measurable results for a relatively low cost.

How to analyze data in Criteo?

Full analytics for the Dynamic Retargeting tool are available in the Management Center, and for a specific campaign in the Campaign Manager. You can change things like the currency or time zone yourself with the help of a simple panel.

Criteo dashboards

As with other ad campaign tools, users can choose from a number of pre-built dashboards that include the following information:

• Overview – comparing the effectiveness of your campaign over different time periods with interactive visualizations;
• Real-time – live data with a delay of up to 5 minutes;
• Conversion – statistics by campaign, device or product category, as well as multi-channel data;
• Traffic Consideration – information about the effectiveness of product consideration campaigns oriented to increase traffic;
• App Consideration – details on the performance of campaigns aimed at app downloads;
• Metrics Analysis – deeper analysis of effectiveness segmented by, e.g. products or other campaign categories;
• Placements – statistics that take into account where ads are displayed and how they are distributed in different environments.

Analysis of recipient data

With performance reports, you can learn more about various audiences and the effectiveness within different target groups. Two categories of statistics are available:

• Audience Demographics;
• Audience Performance.

The report includes such elements as audience size, reach, number of potential impressions, or number of potential ad recipients. The data presented in the chart can be used, e.g. to more precisely estimate campaign spending in the future.

Benefits of implementing Criteo

You're probably starting to see why Criteo is a major player in retargeting in the US, France, UK, Germany, or Japan. So let's quickly review the key advantages that employing this French brand's advertising tool can provide to your company. These include:

• saving the time and resources required to manually create advertising materials, especially for stores with a wide range of products;
• higher effectiveness of ad personalization through the use of machine learning technology;
• selling even those products in the offer, which the user wasn’t previously interested in or didn’t know about;
• the opportunity to explore the sales potential of individual products;
• continuous optimization of the campaign, ensuring that it systematically improves over time and achieves better and better results within the specified budget;
• dynamic acquisition of leads and increasing the brand's reach as well as improving its presence on the Web;
• rescuing abandoned shopping carts and expanding the customer base.

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Who are Criteo campaigns for?

Criteo Dynamic Retargeting was created mainly for e-stores and for all companies that want to expand their services in international markets. In the West, the brand is a highly respected player in the industry of advertising system providers, while in Poland it is just gaining popularity.

With more than 22,000 clients served and 5 billion ads broadcast daily, algorithms can master dynamic personalization of ads. For this reason, Criteo is stepping up its competition with Facebook or Google in terms of efficiency or reach.

Therefore, if you, e.g.:

• run an e-commerce business;
• own a company with international aspirations;
• work as a marketer and aren’t satisfied with the results achieved with the tools you have used so far;

then it's time to try Criteo. And we'll take care of putting in place a system that works for you.

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