Intro to Product Retargeting & Quick Setup
Product Retargeting allows you to deliver customizable ads that reflect user's interests. Product Targeting ads are created based on the combination of the information gathered about the user's online activity (browsing history, purchasing activity, demographics, geography, etc.) and the selected retargeting model.
Product Retargeting solution is designed primarily for e-commerce marketing but can be useful in other cases as well:
- E-shop (or any other website with products catalog) where the user is interested in some products.
- The website where dynamic products were generated based on user's interaction, e.g. insurance quote data entered by the user, or user's login data.
- The website where banner content should be constantly updated, e.g. online betting websites where odds are displayed in a banner and are changing very often.
Quick Setup Guide
1. Gather cookie history.
First, you have to find out what your site visitor is interested in, i.e. you have to collect information about his/her behavior on your site. For this, site tracking has to be implemented on your website. The tracking information is used to define so-called Cookie profiles and build recommendations for a specific user (read more in <Strategies & Business Rules>).
Gathering cookie history is optional if Product Retargeting is used as a tool to update banner content not for users' interests, e.g. the news site would like to update banners to display the titles of the newest articles.
2. Create Adform's data feed.
Next, you have to create a list of all products that you want to promote and upload it to Adform system. This step is mandatory.
The product list is called a Product Targeting Feed and is used as a basis for creating recommendations by the chosen retargeting model. The list should contain all information that is going to be used in banners as dynamic content (e.g. product price, product image link, deep link, etc.). The list can be of XML, TP, CSV or JSON type. When uploaded to Adform system, the source fields have to be mapped with Adform fields.
3. Assign a banner.
Finally, when the feed is uploaded and mapped, it can be assigned to a banner. This step is mandatory.
When assigning the feed to the banner, specify retargeting strategy and Business Rules. These will be used to optimize recommendations for the specific banner.