Organize And Retarget Your Data With Perfect Audience

Key Takeaways

hello i'm murray newlands and welcome back to search engine journal today i'm speaking with brad who is the ceo of perfect audience fred what do you guys do perfect audience is a precision ad retargeting platform we make it very easy for marketers to cookie and their visitors organize that data and then use it to retarget users with ads on facebook or the web through the display exchanges so that they can bring them back to get more sales and conversions now i know that you place a big emphasis on organizing your data tell me about that so every business out there is sitting on a lot of data that doesn't get used in their marketing right perfect audience focuses on the cookie data that gets generated or that could be generated when someone visits your site perfect audience gives you a javascript tag that lets you execute rules-based logic to organize all of your information we also provide what we call a tracking api that lets you cookie people based on any arbitrary javascript event that you might want to use right so for example for a lot of marketers they're running let's say adwords campaigns they're running some display campaigns they're running some email campaigns they have organic traffic coming to their site there's all sorts of people coming to their site and everyone has is is carrying with them a slightly different level of intent yeah so the first thing that you want to do when using perfect audience is to organize your data so you might make a retargeting list for each one of your different adwords campaigns and you can do that just by having the retargeting list fire when someone comes from a specific referral url with a specific utm parameter in the tag so you might break out maybe dozens of those retargeting lists so that you can retarget people from your specific ppc campaigns you can do the same for display you can do the same for email your organic traffic you might want to cookie those people by pulling anyone that comes from let's say a google referrer you can very easily set that up and so step one of setting up your retargeting the right way is to organize all of your visitor data into actionable segments once you have that then you're going to want to think about the the purchase cycle or the conversion cycle for your visitors after they visit the first time do they convert that first visit does it take them three days and a second visit a week and maybe a second or third visit you need to understand that and you can figure that out by looking at your your on-site analytics to see what your conversion cycle looks like so what you want to do then is when you make your retargeting campaigns whether it's on facebook or whether it's on the web you want to make sure that your window your your cookie window is set to match whatever your purchase cycle is right so you might set up campaigns to target multiple retargeting lists to reach people that have similar levels of intent and you want to make sure that the the time that it takes them to think about converting is is at least how long your window is but probably not too much longer because then you start overspending and paying for impressions that aren't going to actually lead to conversions useful if people want to find out more and connect with you how do they do that they will come to perfectaudience.com and either contact us at support perfect audience or just sign up for our free trial and someone will reach out to them brad thank you very much have a great day thank you i'm murray newland with search engine journal i'll see you next time