If you regularly use mobile games and applications, you may have seen the term “push notifications” mentioned. This unique user notification technology, once considered revolutionary when first released in 2009, is now a staple of the mobile and desktop landscapes. 

Learn the definition, history, and specifications of push notifications and why they are a crucial tool for app publishers and marketers.

Essential Definition of a Push Notification

A push notification is part of web push notification technology. Push notifications technology is an online communication type of protocol. Push notifications and technologies are used in online marketing and online communication, where push message requests are not sent by the server. A typical example of web push notifications technology used in smartphones is instant messaging.

Push technology contrasts with its more common equivalent, pull technology or client pull, which is primarily used in traditional web pages. For instance, a website only sends information to the client when the client requests it from the server hosting the website.

Instead of a client pulling data or messages from a server, push technology allows servers to send data directly to clients without an initial request.

Push notifications apply push technology to send messages directly from a central server to a user’s device. Typically, push notifications are sent to mobile devices, where they appear in the device’s top banner, in the notification center, or on the lock screen. However, some types of push notifications can instead be sent through web browsers, making them compatible with a mobile device and a desktop device.

Brief History of the Push Notification

While desktop push notifications technology work and date to the early 2000s, with the introduction of push email notifications for BlackBerry mobile devices, these services were in their infancy. They did not offer the same degree of functionality as modern desktop push notifications do.

1. Apple Integration 2009

Apple implemented the first modern push notification system in June 2009 with the introduction of the Apple Push Notification Service (APNS). It was one of the new features introduced in the latest version of Apple’s iOS operating system, iOS 3.0. Alongside applications, Apple devices extensively used push notifications to communicate with users and enhance user interactions with their mobile ecosystem.

2. Google Cloud Messaging 2010 & Google’s 2013 Revolution

Google released an equivalent service in 2010 with Google Cloud to Device Messaging (C2DM), allowing owners of Android devices to receive push messages and push notifications similar to what iOS users could see.

While Apple made push notifications mainstream, Google was responsible for revolutionizing them and turning them into fully interactive elements. In May 2013, Google introduced rich notification technology. Previous-generation push notifications only supported text, whereas rich notifications supported images and action buttons, significantly enhancing their functionality.

Examples

An example application of the new possibilities offered by rich notifications is music players. A rich notification can display a player’s current song, album cover, and seek bar, whereas the action buttons can perform standard media player tasks (pausing, playing, and skipping tracks).

All these functions are accessible without switching the screen to the application, making it possible for new users to control the player directly from the notification.

Today, push notifications are more than just a notification system. They permanently change how smartphone users interact with their favorite devices. With the introduction of web-based push notifications, the technology became independent of operating systems and could even work on desktop devices.

Different Types of Push Notifications

Although multiple types of mobile push notifications and desktop push notifications are available, most can be grouped into two categories: app-based and web-based.

1. App-Based Mobile Push Notifications

An app-based push notification comes from an application installed on a user’s mobile device. It informs users about events, messages, deals, and other information through that application.

Most app-based receive push notifications that are opt-in call-ins, meaning the user has toggled an option to receive specific information from the application. This measure helps avoid spamming users with excessive notifications and ensures the ones users do see are as relevant to their interests as possible.

Application-based push notifications can use the mobile environment to their advantage to increase the relevancy of the information provided. Frequently used examples of mobile app push notification functionality include:

• Application update notifications: One of the most straightforward types of push notifications is alerts notifying one of the user’s apps is ready for an update, complete with an action button or a redirect to install it. Expanding the notification window may allow the user to learn about the new features in the update.
• Time-sensitive notifications: Applications that report information that could change a user’s daily plans may employ push notifications to issue alerts and news within a short time frame (e.g., 1 to 5 hours). A typical example is traffic applications reporting on accidents or roadworks on local highways.
• Personalized notifications: One of the top benefits of push notification technology is the possibility for app developers to tailor the content of the notices to each user. A personalized notification does just that: reporting news or updates based on user preferences. For example, a video-on-demand application may issue alerts for new episodes of the user’s subscribed shows and avoid sending notifications for shows the user doesn’t watch.
• Reminder notifications: Numerous mobile applications come with built-in reminder features. Some are dedicated reminder applications, providing users with reminders and to-do schedules. A reminder notification sends the user a message at precise times based on their input, helping them remember tasks or actions they must do at the correct time. A variant of the reminder notification is the user subscription notification, which issues a user-specified alert when an event is happening or about to begin instead of a specified time.
• Location-based notifications: This type of notification functions when the user’s location is known, such as with GPS on. Apps designed to use these notifications read the user’s current geographic location to send users location-specific messages. Common examples include promotional deals and suggestions from the app developer’s partners in that geographic area.

2. Web-Based Push Notifications

Web-based push notifications do not use a mobile app to deliver messages, updates, or information to users. Instead, servers push notifications through web browsers.

While the functionality of web-based push notification and notification services offer notifications isn’t as comprehensive as app-based ones, they have a potentially wider reach, as both desktop and mobile device users can receive them. Additionally, web push notifications can be highly personalized, enhancing user experience and ensuring the relevancy of the information provided.

Developers and publishers can use multiple types of web-based push notifications to inform users and potential customers. Although web-based notifications are primarily found on eCommerce websites, developers can implement them on any website for virtually any purpose.

Common examples of web push notifications include:

• Social proof notifications: This type of notification is typically patterned after a pop-up or toaster notification in the browser’s corner. It informs users of specific actions other website users just performed, such as when a customer purchased a product or a reader left a blog comment or a product review.
• Promotional notifications: Although primarily employed on eCommerce platforms, a web-based promotional notification is a versatile method of informing users of ongoing events and deals, such as time-limited promotions or coupon codes.
• Inventory stock notifications: Although this is another type of notification mainly used by eCommerce websites, they can provide critical information to users and incite them to make a purchase or complete a conversion. For example, an inventory stock notification can inform users that an item they’ve browsed before is running out of stock. Variants can also notify users when an item on the wishlist is back in stock.
• Informational notifications: An informational notification is a notification from a specific website that the user can read even when no active tabs or windows are currently displaying that website. Social media platforms and utilities such as Google Calendar are the most well-known users of this type of notification.
• Live chat/chatbot notifications: Many websites today employ chatbots or live-chat systems to provide visitors with text-based, instant-messaging assistance. These chat systems use web-based push notifications to announce themselves to the user. When expanded, they turn into chat windows, providing users access to instant support.
• Abandoned cart push notification:

Common Uses for Push Notifications

Whether served in mobile apps or web-based environments, all types of push notifications share the same traits: They are designed to capture the user’s attention and convey a small amount of critical information. Consequently, they are ideally suited for many specific applications, from user retention and marketing strategies to more informational purposes, such as government alerts or security.

1. User Retention

Push technology keeps the server side (e.g., the developers or publishers of an application) in control of the messaging delivered to the clients (users, customers). Seeing and interacting with a notification are reliable methods to ensure users continue interacting with your app or website and remain active.

However, implementing a push notification system isn’t enough to increase user retention. Publishers and developers must be careful not to spam users with too many notifications or messages. Excessive notifications may create an inverse effect and incite users to mute them, uninstall the app, or avoid browsing the website or digital property.

The best way to ensure maximum user retention is to provide the app user with a degree of control over the notifications with granular notification options. For example, many applications categorize notifications into types and groups, letting users toggle each type on or off at their convenience. These options allow app users to tailor the notification system to their preferences, boosting user experience.

2. Marketing

Numerous commercial applications have leveraged the capabilities of push notifications for marketing purposes. They provide eCommerce platform owners with a direct line to their customers. However, most customers are discerning and react negatively to generic marketing and push notification campaigns. For these reasons, the effectiveness of a push notification campaign for marketing directly depends on how personalized the content of each message is.

One of the most common methods eCommerce platforms employ is collecting user data, such as purchase history, product page browsing history, and other behavioral information, to determine the customer’s affinity toward specific products or product categories.

According to a study published by Econsultancy, proper use of personalization increases notification opening rates by up to 800%, making it critical for user engagement.

Other useful push notification marketing tools and strategies include the following:

• Showcasing new content or products based on the user’s preferences and viewing history
• Alerting users of abandoned carts, especially when one of the items in the cart is on sale or part of a deal.
• Collect time-based behavioral data to detect the user’s active hours and limit sending notifications to the most active ones, ensuring users aren’t disturbed by notifications at the wrong times (e.g., at night while the user is likely asleep).

3. Government and Civic Utilities

Non-commercial entities, such as governments, state organizations, and civic utility agencies, can also send critical alerts and messages through push notifications.

Most government and civic send push notifications that are issued at the local level on a geographic basis, typically used to inform members of a local community of important events or projects in the area. Push notifications are also a powerful tool to deliver messages from a regional or national warning system, such as the Emergency Alert System in the United States.

Typical examples of government and civic utility push notifications include:

• Severe weather alerts
• Natural disaster alerts
• Power outages
• Local traffic alerts
• Road closures
• Missing person alerts
• Other local safety alerts

Security and Multi-Factor Authentication

App developers can help users bolster account security through push notifications with Push Notification Authentication (PNA). The role of PNA is to serve as a critical part of a Multi-Factor Authentication (MFA) system by informing a user whenever authentication is being attempted on one of their accounts.

Under normal circumstances, when a user tries logging into an account protected with MFA, the login portal will ask them to submit a secret code after entering their username and password. The code is delivered via push notification to a secure device (typically the user’s mobile phone), reinforcing account security.

If an illegitimate authentication attempt were to happen, the secret code push notifications serve as a warning system, informing users that their login details may have been compromised. This approach to security provides users with enough time to make necessary changes (e.g., changing their passwords) and helps ensure their accounts remain safe from bad actors.

Benefits of Push Notifications

Push notification technology is essential to the modern online landscape. Although they are typically associated with mobile devices, push notifications are integral to both desktop and mobile and offer the same benefits to marketers, developers, and publishers.

• Easy to implement: Whether you need a website or a mobile application push notification system, most SDKs offer tools and resources to implement and configure one quickly and efficiently.
• Increased user engagement and retention: Push notifications are a proven technology, particularly when the notifications served are helpful and relevant to your user base. Proper implementation of a push notification system for your digital property can significantly boost engagement and retention rates.
• Efficient user segmentation tool: Personalization is critical to the success of a push notification system. Segmentation tools (e.g., geographic, demographic, device and OS, behavioral) are essential to ensure your notifications provide the most relevant messages. Consequently, you can measure the efficiency of your segmentation strategy by analyzing responses to your notifications.
• Increased conversion rates: If implemented correctly and if your digital property’s business objectives are focused on conversions, the increased engagement rates of your push notification strategy will translate into higher conversion rates.
• Cross-platform support: Developers and publishers looking to maximize reach can use cross-platform web-based push notifications to ensure users are notified, regardless of their device. This technology is supported by all major web browsers on current operating systems (Windows, macOS, Android).

Boost User Retention and Engagement with CodeFuel

While implementing a push notification system is relatively simple, ensuring it is properly configured to deliver high-relevancy, personalized messages to your user base can be challenging.

Don’t go at it alone and risk losing customers. Instead, contact CodeFuel’s team of web and mobile marketing experts. We have the resources and experience to fine-tune your push notifications strategy and maximize your reach and target audience. Learn more about our services today.

Although newer and more dynamic forms of advertising have become dominant formats of the digital advertising landscape, banner ads haven’t disappeared yet. They remain one of the most common ways for brands, marketers, and advertisers to promote their products and services online.

An essential element to the success of a digital banner ad campaign is the banner size. Choosing the correct ad size for your needs is critical to attracting the highest number of clicks.

What is Banner Advertising?

Banner advertising uses digital banners comprising static or dynamic images containing ads promoting various products and services. These banners are displayed on websites, apps, blogs, and other digital properties. When viewers click on the banner ad, it typically redirects them to the advertiser’s site or product page, inciting them to complete a desired action, such as purchasing a product.

Banner advertising is the oldest form of digital online advertising. The first banner ad is the well-known “You Will” AT&T banner, first displayed on Wired Magazine’s first website (hotwired.com) in October 1994. Since then, it has become one of the dominant forms of advertising of the early Internet.

Is Banner Advertising Still Relevant?

Although more modern forms of advertising have been introduced and become more common than banner ads, such as pay-per-click (PPC) or video ads, banners are still commonly used to promote products and services online.

Well-designed banner ad campaigns continue to attract significant traffic with high intent and engagement rates, pulling high click-through rates (CTR). According to Statista, worldwide spending on banner advertising is projected to reach over $161 billion at the end of 2023, with an annual growth rate of 6.35%.

Advertisers looking to launch new ad campaigns today may still obtain positive results with banner advertising, provided they are correctly managed and configured.

Standard Banner Ad Sizes on Google Ads

Google Ads can display banner ads on desktop and mobile. Banner ads served through Google Ads must feature a file size of 150 KB or less and must use images in GIF, JPG, or PNG format.

GIF format ads may be animated but must follow Google’s limitations: no more than 30 seconds long with a maximum framerate of 5 FPS. Looping animations are allowed, but animations must stop after 30 seconds.

Standard sizes are categorized into four groups: squares and rectangles, skyscrapers, leaderboards, and mobile-specific banners.

Google Square and Rectangle Ad Sizes

Google Skyscraper Ad Sizes

Google Leaderboard Ad Sizes

Google Mobile Ad Sizes

Standard Banner Ad Sizes on Instagram Ads

Instagram ad creatives featuring standard banners can be found in the following categories: Single Image Ads, Carousel Ads, Stories Carousel Ads, Slideshow Ads, and Stories Image Ads. 

All Instagram Ads featuring static images must be in either JPG or PNG format, with a maximum file size of 30 MB.

Standard Banner Ad Sizes on Facebook Ads

Facebook’s recommended sizes for banner ads on the social media platform are similar to those of Instagram due to Meta owning both platforms. As with Instagram, the allowed image file types are JPG and PNG, and the maximum allowed file size is 30 MB.

Standard Banner Ad Sizes on Microsoft Ads (formerly Bing Ads)

Microsoft Ads, formerly known as Bing Ads until 2019, lets advertisers pick from a wide selection of banner sizes to promote products and services. Not all ad sizes may be available at all times; availability primarily depends on their placement.

Regardless of the size selected, all images submitted for use in banner ads must meet Microsoft’s stringent standards. For instance, blurry, fuzzy, or low-resolution images may not be approved, and advertisers may not use old, outdated, or mismatched logos. Accepted file formats include JPG and PNG.

What Are the Most Popular Banner Sizes Today?

Choosing the correct banner sizes for your ad placements plays a significant role in your campaign’s success. Every environment, whether websites, apps, blogs, or eCommerce platforms, requires advertisers to choose banner sizes carefully.

They must also ensure mobile versions of these digital properties have their own banner sizes, as mobile screen sizes have different resolutions, changing the requirements for a successful banner-based ad campaign.

Some of the most popular banner sizes across all sites and platforms include standard banners, standard leaderboards, large leaderboards, squares, inline rectangles, large rectangles, skyscrapers, large skyscrapers, and mobile leaderboards.

468 x 60 – Standard Banner

The 468 x 60 standard banner, also simply known as the banner, is the original format used for digital ad banners since the 1990s. Although the banner was initially meant for use at the top of web pages, the higher resolutions of modern screen sizes have changed the standard banner’s role and allowed it to become more versatile.

728 x 90 – Standard Leaderboard

Leaderboard banners are designed to attract the viewer’s attention. When placed at the top of a web page, it is usually among the first elements a viewer sees, ensuring impressions and increasing the chance of a click.

970 x 90 – Large Leaderboard

The large leaderboard banner size is relatively new, first introduced and standardized by the IAB in 2013. However, it is taller than its standard counterpart, allowing it to fill more space on modern desktop screen sizes.

250 x 250 – Square

This banner size is among the most versatile, as advertisers can use its desktop and mobile digital properties. While they are less commonly used today on desktop sites, square ads are popular in mobile advertising due to taking more relative screen space.

300 x 250 – Inline Rectangle

The inline rectangle also called the medium rectangle, is among the highest-performing banner sizes across all ad platforms. Typical placement for this banner type is in between content or on the margins. Inline rectangle banners perform well on desktop and mobile sites, making them highly versatile.

336 x 280 – Large Rectangle

A large rectangle banner typically offers similar benefits and performance to the standard inline rectangle but provides slightly more space. The extra space allows advertisers to show larger or more complex ad creatives.

120 x 600 – Skyscraper

These banners are designed for vertical placement, including the margins or the sidebars of a web page. Viewers experience skyscraper banners while scrolling through content, ensuring they see the ad for longer timeframes.

300 x 600 – Large Skyscraper

Also known as half-page ads, large skyscrapers offer a wide area for ad creatives, functioning as a hybrid of the standard skyscraper and the large rectangle banners.

320 x 50 – Mobile Leaderboard

Today, most Internet traffic comes from mobile devices. Because of this, the 320 x 50 mobile leaderboard is one of the most effective banner ad sizes today, bringing many of the same benefits as its standard counterpart to mobile environments. This format is primarily displayed on mobile applications and mobile versions of websites.

Get More Efficient Advertising and Monetization with CodeFuel

Regardless of the types of ads you run to advertise products and services, ensuring your ads are correctly configured and optimized is crucial to make the most of your campaign’s ad spend. 

For these reasons, CodeFuel is here to help. Our team of digital advertising and monetization experts can help you optimize your revenue channels and ensure your banner ad campaigns provide you with the best possible return on investment. Contact CodeFuel to get started.

Google Ads, formerly Google AdWords, is an online advertising platform developed by Google. It allows businesses to place ads on Google’s search engine results page (SERP), YouTube, and millions of other websites on Google’s advertising network.

Google Ads employs the pay-per-click (PPC) monetization model. Under Google PPC, advertising businesses bid on specific keywords and pay publishers for every click their ad receives.

There are several Google Ads types available for businesses to choose from, each with its unique features and benefits. There are 21 Google Ads types grouped into 9 categories: Search Ads, Display Ads, Video Ads, Shopping Ads, App Ads, Discovery Campaigns, Smart Campaigns, Local Service Ads, and Performance Max (PMax) Campaigns.

The 21 Types of Google Ads Are: 

Search Ads

1. Responsive Search Ads (RSAs)
2. Dynamic Search Ads (DSAs)
3. Call ads

Display Ads

4. Single-image display ads
5. Responsive Display Ads (RDAs)

Video Ads

6. Bumper ads
7. In-stream ads (Skippable)
8. In-stream ads (Non-skippable)
9. In-feed video ads
10. Outstream ads
11. Masthead ads

Google Shopping Ads

12. Product Shopping ads
13. Local inventory ads

Google Smart Ads

14. Smart ads

Google Performance Max (PMax) Ads

15. Performance Max (PMax) ads

Google Ads App Campaigns

16. App install campaigns
17. App engagement campaigns
18. App pre-registration campaigns

Google Ads Discovery Campaigns

19. Discovery campaigns

Google Local Service Ads (LSAs)

20. Google Guaranteed LSAs
21. Google Screened LSAs

How Google Ads are Categorized

Google offers advertisers more than 20 ways to launch ad campaigns. Each type of Google ad belongs to a different category based on the campaign type. For instance, while there are 6 different types of video ads, they all belong to the same category of Google video ad campaigns.

1. Search Ads

Search ads are the most common type of Google Ads. Google displays Search Ads at the top or bottom of its search engine results page (SERP) for users searching for specific keywords or phrases. These ads are created using text-based ads with a headline, two description lines, and a display URL.

Advertisers bid on specific keywords, and Google displays the ad when a user searches for those keywords. Search ads are a great way to target potential customers who are already searching for products or services similar to those offered by your business. They are also cost-effective since you only pay when someone clicks on your ad.

Why choose search ad campaigns:

There are several reasons why businesses might choose to run Search Ad campaigns on Google Ads. Here are some of the most common:

• Attracting high-intent traffic. Google Search Ads are shown to users actively searching for a particular product or service. This means the traffic generated from these ads is typically high-intent and more likely to convert into leads and customers.
• Precise audience targeting. Google Search Ads allow businesses to target specific keywords related to their products or services. These ads can also target audiences in specific geographic locations, languages, and device types. This level of targeting can result in higher conversion rates and a better ROI.
• Detailed analytics and insights. Google Search Ads provide comprehensive analytics and reporting, allowing businesses to track their ad performance and adjust their campaigns accordingly. This transparency and measurability make optimizing campaigns easier and generate better results.
• High flexibility. Google Search Ads offer flexibility regarding budget, ad copy, and creativity. Advertisers can adjust their campaigns in real time based on performance data and experiment with different ad formats and targeting options.
• Fast traffic and lead generation. Unlike other forms of digital marketing that can take weeks or even months to see results, Google Search Ads can generate traffic and leads almost immediately. It is an attractive solution for businesses looking to boost their online visibility and generate new business as quickly as possible.

Types of Search Ads

From call-only ads to dynamic search ads, various options are available for advertisers looking to increase their online visibility and generate new leads.

1. Call ads (Call-only ads)

• Estimated Cost: $5-$10 per click
• Target Audience: Users searching for businesses on their mobile devices and looking to reach the business directly.
• For Target Owners (Business owners): Call-only ads are an excellent option for businesses that rely on phone calls as a primary source of leads and conversions.

These ads are designed for mobile users who want to call a business directly. They are a good option for businesses that rely on phone calls as a primary source of leads and conversions.

2. Dynamic Search Ads (DSAs)

• Estimated Cost: $1-$2 per click
• Target Audience: Users searching for specific products or services related to the content on a business’s website.
• For Target Owners (Business owners): DSAs are suitable for businesses operating a large, content-rich website, as manually creating keyword lists for every page can be difficult and time-consuming.

A Dynamic Search Ad (DSA) automatically generates headlines and landing pages based on the content of a business’s website. DSAs are a good option for companies with large websites and a lot of content.

3. Responsive Search Ads (RSAs)

• Estimated Cost: $1-$2 per click
• Target Audience: Users searching for specific keywords related to a business’s product or service.
• For Target Owners (Business owners): RSAs can create multiple ad variations automatically, making them excellent for businesses looking to save time and effort.

Responsive Search Ads (RSAs) automatically create variations of the same ad using different headlines and descriptions. They are a good option for businesses that want to save time and effort in ad creation.

2. Display Ad Campaigns

A display ad campaign is a form of online advertising that allows businesses to place visual ads on various websites. These ads can appear as static images, animated GIFs, or videos. Each can be targeted to specific audiences based on measurable factors and criteria, such as demographics, interests, and browsing behavior.

Why choose display ad campaigns:

• Increased Brand Awareness: Display ads can help businesses increase their brand awareness through visual elements of their brand identity, such as logos, names, products, or colors. They are ideal for informing audiences of the existence of a brand across multiple websites. Display ads can be particularly beneficial for businesses that have just entered the market or are trying to establish themselves in a competitive industry.
• Targeted Advertising: Display ads allow businesses to target specific audiences based on demographics, interests, and browsing behavior. This level of targeting can result in higher conversion rates and a better return on investment (ROI).
• Cost-Effective: Display ads are among the most cost-effective advertising solutions, especially compared to other, more traditional advertising media like print or TV. Businesses can set their budgets and bid on ad space, making controlling ad campaign costs easier and avoiding overspending.

Types of Display Ad Campaigns

Running a display ad campaign is a powerful way for businesses to increase their online visibility and reach new audiences. There are several different types of display ad campaigns, each with its unique features and benefits. The list of Google display ad solutions includes:

4. Single-image Display Ads

• Estimated Cost: $0.10-$2.00 per click
• Target Audience: Users who are browsing websites that are relevant to a business’s product or service.
• For Target Owners (Business owners): Single-image display ads are a good option for businesses that want to showcase their products or services with a visually appealing image.

A single-image display ad is the simplest type of display ad. These campaigns display simple, static images targeting users browsing websites relevant to the advertiser’s product or service.

5. Responsive Display Ads (RDAs): 

• Estimated Cost: $0.10-$2.00 per click
• Target Audience: Users who are browsing websites that are relevant to a business’s product or service.
• For Target Owners (Business owners): RDAs are suitable for businesses looking for a cost-effective solution to create multiple ads from a bank of existing assets.

RDAs are designed to pull content from a bank of uploaded assets, such as images, text-based descriptions, logos, headlines, or video content. Google then automatically generates arrays of ads in various sizes and display formats using these assets. Like single-image ads, RDAs target users browsing websites relevant to the advertiser’s sector.

3. Video Ad Campaigns

Video ads are a popular form of online advertising, allowing businesses to showcase their products or services in a video format. These ads can be placed on various platforms, including YouTube, social media, and websites.

Why choose video ad campaigns:

Businesses may choose to run video ad campaigns for several reasons, including:

• Increased Engagement: Video ads are highly engaging and can capture a viewer’s attention more effectively than other forms of advertising. This can result in higher conversion rates and a better return on investment (ROI).
• Increased Brand Awareness: Video ads are ideal for showcasing a product or service dynamically and engagingly. The video format can help businesses increase brand awareness and reach new audiences efficiently.
• Highly Targeted Advertising: Video ads can target specific audiences based on demographics, interests, and browsing behavior. This level of targeting can result in higher conversion rates and a better ROI.
• Measurable Results: Video ads provide detailed analytics and reporting, allowing businesses to track their ad performance and adjust their campaigns for better results. This can help businesses optimize their advertising spend and achieve a better ROI.

Types of Video Ad Campaigns

Video ads are a powerful way for businesses to increase online visibility and engage with their target audience. Various options are available to companies looking to run video ad campaigns, from in-stream ads to out-stream ads.

6. Bumper Ads:

• Estimated Cost: $0.05-$0.15 per view
• Target Audience: Users watching shorter videos, such as YouTube videos or social media stories.
• For Target Owners (Business owners): Bumper ads are a good option for businesses that want to convey a concise message to their target audience, such as a new product launch or promotion.

A bumper ad delivers an engaging message to viewers in a short period, typically five to six seconds. They are non-skippable and are best suited for promoting a quick message or product offering.

7. In-feed Video Ads: 

• Estimated Cost: $0.10-$0.30 per view
• Target Audience: Users browsing social media feeds or other video content feeds.
• For Target Owners (Business owners): In-feed video ads are suitable for businesses that want to reach a broad audience with engaging video content that fits seamlessly into the user’s browsing experience.

In-feed video ads are displayed within social media feeds or other content feeds that can play video. They are designed to fit seamlessly into the user’s browsing experience and can effectively reach broad audiences, as they can appear on any user’s feed.

8. In-stream Ads, Skippable: 

• Estimated Cost: $0.10-$0.30 per view
• Target Audience: Users watching longer-form video content, such as YouTube videos or streaming TV shows.
• For Target Owners (Business owners): Skippable in-stream ads are a good option for businesses that want to reach a captive audience with a longer message but also want to preserve user experience by offering the option to skip the ad after a certain amount of time.

In-stream ads display the ad creative inside existing video content. They may play at the beginning (pre-roll), in the middle (mid-roll), or at the end of a video (end-roll).

Skippable in-stream ads let viewers skip the ad after a short period (typically five seconds) has passed. They are best suited for businesses that want to reach a high-intent audience with a longer message while preserving user experience and convenience.

9. In-stream Ads, Non-skippable: 

• Estimated Cost: $0.10-$0.30 per view
• Target Audience: Users watching longer-form video content, such as YouTube videos or streaming TV shows.
• For Target Owners (Business owners): Non-skippable in-stream ads are a good option for businesses that want to ensure the viewer sees their message. They trade some user experience for the guarantee of visibility.

Non-skippable in-stream ads are displayed the same way as their skippable counterpart. The only difference is the lack of a skip button, which ensures viewers see the ad to the end. While this option is ideal for boosting visibility, it can harm user experience, as viewers tend to find non-skippable ads intrusive or annoying.

10. Masthead Ads: 

• Estimated Cost: Varies based on platform and ad placement
• Target Audience: Users browsing YouTube or other video-sharing platforms.
• For Target Owners (Business owners): Masthead ads are a high-impact option for businesses that want to promote a major campaign or product launch.

Masthead ads are high-impact ad creatives displayed prominently on video-sharing platforms like YouTube. While masthead ad campaigns are more expensive than other video ads, they can provide significant exposure to a large audience and are best suited for promoting major campaigns or product launches.

11. Out-stream Ads: 

• Estimated Cost: $0.10-$0.30 per view
• Target Audience: Users browsing websites across the internet with video content embedded within the page.
• For Target Owners (Business owners): Outstream ads are suitable for businesses that want to reach a broad audience across the Internet with engaging video content.

An out-stream ad appears in embedded video players on various websites. Viewers must typically manually unmute the video or manually click “play,” making them slightly less effective at reaching audiences. However, they are less expensive than in-stream ads and can be a more cost-effective solution. They are best suited for businesses that want to reach a broad audience with engaging video content outside standard video-sharing platforms.

4. Google Shopping Ad Campaigns

Google Shopping is a platform that allows businesses to showcase their products in a visually engaging way to potential customers who are searching for those products. Google Shopping campaigns can help businesses increase visibility and drive traffic to their website or online store.

Why choose Google Shopping ad campaigns:

Businesses may choose to run Google Shopping campaigns for several reasons, including:

• Increased Online Visibility: Google Shopping campaigns allow businesses to showcase their products in a visually engaging way to potential customers who are actively searching for those products. This capability can increase a business’s online visibility and drive traffic to a website or an online store.
• Targeted Advertising: Google Shopping campaigns offer high-precision targeting options, allowing advertisers to reach specific audiences based on demographics, interests, and browsing behavior. This level of targeting can result in higher conversion rates and a better return on investment (ROI).
• Increased Sales and Conversions: Visually engaging product showcases allow businesses to boost sales and increase their conversion rates. Google Shopping campaigns are an efficient solution for promoting specific products or collections of products to potential customers.
• Detailed eCommerce Analytics: Google Shopping campaigns provide detailed analytics and reporting data specifically tuned for eCommerce. They allow businesses to track eCommerce-specific performance and adjust their campaigns accordingly. This can help businesses optimize their ad spend as accurately as possible and achieve a better ROI.
• Cost-Effectiveness: Google Shopping campaigns can be a cost-effective way for businesses to promote their products online, as they only pay when a user clicks on their ad. This benefit can result in a better ROI than other advertising forms.

Types of Google Shopping Ad Campaigns

There are several types of Google Shopping campaigns, each with unique features and benefits. Here is the list of Google Shopping ad campaigns:

12. Product Shopping ads: 

• Estimated Cost: $0.20-$2.
• Target Audience: Product Shopping Ads target specific audiences based on demographics, interests, and browsing behavior.
• For Target Owners (Business owners): Product Shopping Ads can help increase online visibility and drive sales by showcasing products to potential customers actively searching for those products.

A Product Shopping ad allows businesses to showcase one or multiple products within Google search results. This type of ad can display product details, images, prices, and other relevant information. Each Product Shopping ad can target specific audiences based on demographics, interests, and browsing behavior.

13. Local Inventory Ads: 

• Estimated Cost: $0.30-$1.50.
• Target Audience: Local Inventory ads can help businesses promote their in-store inventory to nearby customers searching for specific products.
• For Target Owners (Business owners): Local Inventory Ads can help businesses drive foot traffic to their physical locations and increase sales by promoting in-store inventory.

Google Local Inventory ads allow businesses to promote inventory in brick-and-mortar stores to nearby customers searching for specific products. They are an ideal option for businesses that primarily rely on sales from physical locations.

5. App Campaigns

An App Campaign is a Google Ads solution for businesses looking to promote their mobile apps to potential users across Google’s network of platforms. App Campaigns can reach audiences on Search, YouTube, and the Google Play Store. They employ machine learning (ML) technology to optimize ad delivery and targeting based on user behavior and engagement with the app.

Why choose App campaigns:

Businesses may run Google Ads App campaigns for several reasons, including:

• Increased App Installs: Businesses running an App campaign benefit from increased app installs and user base growth. These ad campaigns leverage Google’s platforms, such as Search, YouTube, and the Google Play Store, to reach audiences and attract new users.
• Targeted Advertising: Like other types of Google ad campaigns, a business running an App campaign can target specific audiences based on demographics, interests, and browsing behavior. This level of targeting can result in higher app installs and a better return on investment (ROI).
• Measurable Results: App campaigns provide detailed information and reports using mobile-optimized analytics suites. These solutions are ideal for tracking ad performance and adjusting campaigns on the fly to improve performance, optimize ad spend, and achieve a better ROI.
• Cost-Effective: App campaigns can be a cost-effective way for businesses to promote their app, as they only pay when a user installs or engages with the promoted app. This method typically results in a better ROI than other advertising forms.
• Automatic Optimization: App campaigns use machine learning to optimize ad delivery and targeting based on user behavior and engagement with the app. This feature functions automatically, helps businesses reach potential users at scale, and increase their chances of driving app installs and engagement.

Types of App Campaigns

Businesses can launch several types of App campaigns on Google Ads, including:

14. App Install Campaigns: 

• Estimated Cost: $0.50-$3.
• Target Audience: App Install Campaigns can target specific audiences based on demographics, interests, and browsing behavior.
• For Target Owners (Business owners): App Install Campaigns can help increase app installs by promoting the app to potential users across Google’s network of platforms.

An App Install Campaign is specifically designed to boost the number of app installs, making it ideal for growing the app’s user base. This campaign type promotes the app through Google’s network and encourages users to visit the app’s Play Store page.

Businesses can set a target cost per install, and Google’s machine learning technology will automatically optimize ad delivery and targeting to achieve the best results. Additionally, businesses can use deep linking to direct users to specific content within the app, such as a product page or a promotion.

15. App Engagement Campaigns: 

• Estimated Cost: $0.10-$1.
• Target Audience: App Engagement Campaigns target specific audiences based on demographics, interests, and user behavior within the app.
• For Target Owners (Business owners): App Engagement Campaigns can help businesses increase user engagement and retention by promoting the app to users who have already installed it.

App Engagement Campaigns are best suited for boosting engagement rates with an existing user base. This campaign type promotes the app to existing users and is intended to showcase new features, time-limited content, or other updates of interest for your app’s user base.

Businesses can use various ad formats, such as interstitials or video ads, to promote new features or content within the app. Additionally, businesses can set a target cost per engagement, and Google’s machine-learning technologies will optimize ad delivery and targeting based on user behavior within the app.

16. App Pre-registration Campaigns:

• Estimated Cost: $0.50-$2.
• Target Audience: App Pre-registration Campaigns target users who have shown an interest in the app but have yet to install it.
• For Target Owners (Business owners): App Pre-registration Campaigns can help businesses generate buzz and anticipation for their app before it is officially launched.

These campaigns are ideal for businesses about to launch new apps. They are designed to generate buzz and anticipation for an app before its official launch.

Businesses can use various ad formats, such as video ads or playable ads, to showcase the app’s features and benefits. Additionally, businesses can set a target cost per pre-registration, and Google’s ML technology will optimize ad delivery and targeting based on user behavior and interests.

By leveraging these different types of Google Ads App campaigns, businesses can reach potential users at various stages of the app lifecycle and drive app installs, engagement, and retention.

6. Discovery Campaigns

A Discovery Campaign is designed to help businesses reach potential customers through feeds on various Google platforms, such as Discover, YouTube, and Gmail.

These campaigns use machine learning (ML) to deliver highly targeted ads to users based on their interests, behaviors, and intent.

Why choose Discovery campaigns:

Google Discovery ad campaigns offer businesses a range of benefits, including:

• Increased Reach: Google Ads Discovery campaigns allow businesses to reach potential customers on the feed system of multiple Google platforms, including Discover, YouTube (including Home and Watch Next), and Gmail. They can help businesses expand their reach and connect with new audiences.
• Highly Targeted Advertising: Google Ads Discovery campaigns are powered using machine learning (ML) and deliver highly targeted ads to users based on their interests, behaviors, and intent. This level of targeting can result in higher click-through rates (CTRs) and a better return on investment (ROI).
• Engaging Ad Formats: Google Ads Discovery campaigns offer various engaging ad formats, including Discovery Ads, Carousel Ads, and Showcase Shopping Ads. These ad formats allow businesses to showcase their products and services in visually appealing and interactive ways.
• Cost-Effective: Google Ads Discovery campaigns can be a cost-effective way for businesses to promote their products and services, as they only pay when a user clicks on their ad. This payment method results in better average ROI than other forms of advertising.
• Automated Optimization: Google Ads Discovery campaigns use ML technologies to optimize ad delivery and targeting. These technologies automatically learn from user behavior and engagement patterns to optimize ad campaigns as efficiently and seamlessly as possible. The primary benefit for businesses is the possibility of reaching potential customers at scale and driving more conversions and sales.

Types of Discovery Ad Placements

The placement of a Discovery Ad depends on the context. Google’s machine learning (ML) algorithms detect the topics the viewer is interested in based on the content they are watching or following. It then displays a relevant ad automatically.

Discovery Ads may appear in the following Google networks:

• Gmail: Discovery Ads displayed on Gmail appear in the Promotions and Social tabs, reaching users through their email inboxes.
• YouTube: A Discovery Ad on YouTube may appear in two high-traffic parts of the site: the YouTube Home feed or the Watch Next feed.
• Google Discover: Discovery Ads may also appear in a Google Discover user’s personalized feed.

According to Google, a business leveraging Google Discovery Ads may reach up to 3 billion potential customers monthly. The ads are visually appealing, may feature interactive content, and are designed to maximize engagement. Discovery campaigns can boost a business’s click-through rates (CTRs) and provide a high return on investment (ROI).

7. Google Smart Campaigns

A Google Smart Campaign is a unique ad campaign for small businesses. Google Smart Campaigns can help a business create and run highly-targeted ads across Google’s network using technologies powered by machine learning (ML).

Why choose Google Smart Campaigns:

Smaller businesses choose Google Smart Campaigns for the following benefits:

• Easy Setup and Management: Google Smart Campaigns are designed to be easy to set up and manage, even for businesses without much experience with digital advertising. The platform uses machine learning to automate ad delivery and targeting, letting business staff focus on core business operations.
• Targeted Advertising: Google Smart Campaigns use machine learning to deliver highly targeted ads to potential customers based on their behavior and intent. These technologies help businesses achieve higher click-through rates (CTRs) and a better return on investment (ROI).
• Cost-Effectiveness: Google Smart Campaigns are relatively inexpensive, helping small businesses promote their products and services efficiently. With Google Smart Campaigns, an advertising business only pays when a user clicks on their ad, boosting the return on investment (ROI).
• Wide Range of Ad Formats: Google Smart Campaigns offer a comprehensive selection range of ad formats that may appear on Google Search, YouTube, Gmail, Maps, and other Google partners. These formats are an excellent way to reach potential customers across multiple platforms and create engagement with visually appealing ad creatives.

8. Google Local Service Ads (LSAs)

Google Local Service Ads (LSAs) are a type of ad campaign designed for local service businesses, such as plumbers, electricians, and cleaners. These ads appear at the top of Google search results when potential customers search for relevant services in their geographic area.

Why choose Google LSA campaigns:

Businesses focusing on providing local services use Google LSAs for these reasons:

• Increased Visibility: A business’s Local Service Ads will appear at the top of Google search results when potential customers search for relevant products or services in its geographic area. This campaign type is ideal for informing local users of a local business’s existence, increasing its visibility and exposure, and helping them connect with more potential customers.
• Targeted Advertising: Google Local Service Ads leverage Google targeting for ultra-local marketing. They are designed to reach highly targeted users searching for specific services in their local area. Google’s targeting capabilities help businesses boost click-through rates (CTRs) and returns on investment (ROI).
• Credibility and Trust: Google Local Service Ads require businesses to complete a verification process and meet the platform’s quality standards. LSA-approved businesses are more credible and trustworthy, giving potential customers confidence when choosing their services.

Types of Google LSAs

The two types of Google Local Service Ads are:

17. Guaranteed LSAs: 

• Estimated Cost: $5-$30
• Target Audience: The target audience for Guaranteed LSAs is users in specific geographic locations who are searching for specific services.
• For Target Owners (Business owners): By leveraging Guaranteed LSAs, businesses can increase their visibility and credibility on Google’s search results and generate more leads and customers. For business owners, Guaranteed LSAs offer a cost-effective way to promote their services and generate leads without paying for advertising that doesn’t result in actual business.

Guaranteed LSA ads appear at the top of Google search results and are reserved for businesses that meet certain eligibility requirements and have completed the verification process.

These ads are labeled as “Google Guaranteed” and offer a money-back guarantee for customers in case of unsatisfactory services. The estimated cost for Guaranteed LSAs varies depending on the industry and location.

18. Screened LSAs: 

• Estimated Cost: $5-$30
• Target Audience: The target audience for Screened LSAs is users in specific geographic locations who are searching for specific services.
• For Target Owners (Business owners): By leveraging Screened LSAs, businesses can increase their visibility and credibility on Google’s search results and generate more leads and customers. For business owners, Screened LSAs offer a cost-effective way to promote their services and generate leads in a credible and trustworthy way.

Screened LSAs are designed for businesses that have completed the verification process and passed a background check.

These ads feature the “Google Screened” label, offering potential customers an additional layer of trust and credibility. Like their Guaranteed counterparts, the estimated costs of a Screened LSA campaign vary depending on the industry and location.

9. Google Performance Max (PMax) Campaigns

Google Performance Max (PMax) Campaigns are a type of ad campaign that uses machine learning (ML) and automation technologies to deliver ads across multiple Google platforms and networks.

PMax campaigns are designed to optimize performance and deliver the best results for advertising businesses by using various ad formats, including text, image, video, and app ads.

Why choose Google PMax campaigns:

Businesses that select Max Performance for their advertising needs benefit from the following:

• Increased Efficiency: Performance Max leverages machine learning and automation to optimize ad performance and deliver the best results for advertising businesses. Advertising with PMax can help businesses save time and resources and improve the efficiency of their advertising efforts.
• Cross-Platform Optimization: Google PMax Campaigns can deliver ads across multiple Google platforms and networks, including Search, Display, YouTube, and Gmail. This can increase the reach and visibility of businesses and help them connect with potential customers across multiple touchpoints.
• Ad Format Flexibility: Google PMax Campaigns utilize a range of ad formats, including text, image, video, and app ads. This can provide businesses with flexibility in their advertising efforts and allow them to choose the ad format that best fits their goals and target audience.
• Improved Targeting: Google PMax Campaigns use advanced targeting options, including demographic, geographic, and audience targeting, to help businesses connect with their ideal customers. This can improve the effectiveness of ad campaigns and increase the likelihood of generating high-quality leads and conversions.

What Are the Best Types of Google Ads?

The best types of Google Ads for a business depend on their goals, target audience, and advertising budget. By working with a Google Ads expert or conducting thorough research, businesses can identify the types of ads that will deliver the best results for their specific needs.

How to Run Ads on Google?

Follow these essential steps to run an ad campaign on Google.

1. Set Up a Google Ads Account: Before running your first ads on Google, you must first create a Google Ads account. The process is relatively simple; provide Google with basic information about your business, such as your website URL, location, and contact details.
2. Define Your Advertising Goals: After opening and setting up your account, you must define your advertising goals. This could include increasing website traffic, generating leads, or increasing sales.
3. Choose Your Ad Campaign Type: There are many ways to advertise with Google. Choose one of the nine types of Google Ad campaigns: Search, Display, Video, Shopping, App, Discovery, Smart, and LSA. Choose the campaign type that best aligns with your advertising goals and target audience.
4. Define Your Target Audience: To ensure your ads reach the right people, you must define your target audience. Targeting criteria include geographic locations, demographics, interests, and behaviors.
5. Design Your Ad Creative: Once you have defined your target audience, you may design an ad creative for Google to use in your campaign. The types of creatives you’ll need depend on the campaign type. For instance, a Video campaign requires video ad content.
6. Set Your Budget and Bidding Strategy: Each ad campaign requires setting a budget and a bidding strategy. For example, you’ll have to decide how much you are willing to pay per click, impression, or conversion.
7. Launch Your Campaign: Once you have created and uploaded your creatives and decided your targeting, budget, and bidding strategies, you are ready to launch your campaign.
8. Monitor and Optimize Your Campaign: To ensure your ads are performing well and delivering the best results, you must monitor your campaign regularly and make adjustments as needed. Use Google’s analytics suites to obtain the information needed to adjust and optimize your targeting, ad copy, or bidding strategy.

Running ads on Google can be a complex process. You may find it helpful to partner with a Google Ads expert or a digital advertising agency to ensure your campaigns are set up for success.

CodeFuel Can Help You Optimize Your App, Site, or Digital Property

CodeFuel is a digital marketing platform that can help businesses optimize their apps, websites, and other digital properties. We aim to help you turn customer intent into revenue and leverage as many monetization avenues as possible. Contact us today to get started.

FAQs

Which Google Ads type is the best?

There is no single best type of Google Ads for all businesses. The best type for your case depends on your specific advertising goals and target audience. Different types of Google Ads have their own strengths and weaknesses, making it critical to review the pros and cons of each and choose the type that best aligns with your business objectives.

Which campaign type would an advertiser use to target users searching on Google.com?

The campaign type that an advertiser would use to target users searching on Google.com is a Search campaign. This type of campaign allows businesses to place text-based ad creatives at the top of Google search results when users search for specific keywords or phrases related to their products or services. Search campaigns are an excellent option for businesses looking to reach users that actively search for their products or services on Google.

Although there are so many factors, many data points, and Key Performance Indicators (KPIs) to monitor in the digital marketing sector, few are as essential to your business as the conversion rate. Understanding the conversion rate and its relation to other crucial KPIs is critical to ensure your business’s growth and continued success.

Essential Definition of What the Conversion Rate Is

The conversion rate is a crucial metric in digital marketing that measures the percentage of users who complete a desired action, transforming them into converted users or converts. The definition of conversion can vary depending on the business objectives, goals, and industry specifics. Based on the numbers, companies invest also in conversion rate optimization.

A conversion rate measures what happens when a user of your website, app, or digital property successfully completes a desired action. The conversion rate is the measure of all user actions and the percentage of users who have completed such actions, transforming them from regular users into converted users, also known as converts.

Maximize your revenue with Codefuel. Earn more conversions

In digital marketing, the meaning of a conversion varies depending on your business objectives and particular goals. Traditionally, the term “conversion” comes from the retail industry. In this context, a conversion occurs when a visitor buys a product, turning into a paying customer. This particular definition is employed by most eCommerce platforms and similar properties, where the primary business objective is increasing sales or acquiring more customers.

However, there are many other definitions of a conversion. For example, if your business conversion goal is expanding your web page’s readership and gaining more subscribers for your newsletter. You may define a conversion as a reader submitting their email address on your web page and becoming a new subscriber.

Another example of conversion events is registration forms. To grow your website’s user base and turn more visitors into registered members, for example, you may define filling out a registration form as a conversion.

Why Conversion Rates Matter

Knowing your conversion rates offers critical insight into your business performance. It provides information regarding your marketing efforts and serves as a metric to evaluate whether you are currently meeting your business goals. A good conversion rate shows that your chosen marketing channels are successful.

Relationship Between Conversion Rates and ROI

The Return on Investment (ROI) is another essential metric regarding your digital property’s performance and overall conversion tracking. Measuring your ROI helps you determine the cost-effectiveness of your advertising and marketing campaigns, especially if your conversions result in increased sales or revenue.

The higher your conversion rates, the better your ROI becomes, as your advertising campaign effectively brings you more traffic and more converts for the same amount of money spent on marketing.

Consequently, focusing on increasing your conversion rates typically benefits your ROI.

What is a Good Conversion Rate?

While a higher conversion rate is always better, knowing what constitutes a good conversion rate is crucial to set achievable business goals and ensuring steady growth. The definition of a good conversion rate varies significantly depending on the type and industry your business belongs to, your advertising campaigns, the nature of the products or services you offer, and many other factors.

The best way to determine a good conversion rate for your business is to research average and median conversion rates in different channels in your particular industry. These numbers provide essential information (conversion data) on how typical competitors in the target market usually perform and where to set your own goals to increase sales and ensure growth.

Average Conversion Rates by Sector

The numbers in this table show data on the median and average conversion rates for websites of various industries. Median rates indicate the middle value across all recorded conversion rates, while the average conversion rates measure and show the sum of all conversions and rates divided by the number of entries, sometimes per landing page.

Conversion Rate Formula

What is a Good eCommerce Conversion Rate?

Although the median conversion rate for eCommerce digital properties is 5.2%, you shouldn’t expect your site to achieve this metric immediately unless it is already among the best-performing in the sector. A good conversion rate for sites, apps, and other properties in this sector is typically between 2 and 5%, with rates exceeding 5% considered high-performing.

Remember that your particular business may want to target a higher or lower conversion rate depending on other factors than the sector. For example, the type of products sold can affect your expected conversion rates. If your eCommerce store or website primarily sells niche or specialized products, your conversion rates may be lower than a generalist platform.

How to Calculate Conversion Rate

Knowing the know-how of calculating conversion rate is essential in any marketing strategy, even if your conversions and business objectives aren’t about increasing sales and revenue. There are multiple methods to define conversions, and learn how to calculate your conversion rate based on your conversion goals.

Related Content: How To Calculate Conversion Rate

How to Boost Your Conversion Rate

Regardless of your industry, target audience, or business objectives, applying the best available methods to make user interactions and boost conversions while gaining new unique visitors,  is essential to ensure the highest number of users and visitors complete the tasks that matter and become converts.

1. A/B Testing

Testing any planned changes before implementation is crucial to ensure they work as intended. A/B testing involves two versions of your digital property: Version A, the current version, and Version B, which features any changes you’ve made to boost the conversion rate. A/B split testing lets you directly compare both versions’ performance before implementation, ensuring you retain only the most efficient modifications.

2. Headline Optimization

The headlines of landing pages are the first thing viewers see when they visit your site and its digital properties. Optimizing them with short, highly descriptive copy and relevant keywords is a cost-effective method to boost your conversion rates.

3. Refined Audience Targeting 

Analytics tools on mobile devices and software can provide you with crucial information and insights on engagement metrics, such as the consumer profile of your conversions. Understanding your audience better helps you improve your targeting and attract more visitors with a similar profile.

4. Keyword Optimization 

Optimizing keywords for conversion rates is called Conversion Rate Optimization (CRO). Using keyword research tools such as Google Keyword Planner or the keyword tool in Google Ads Reports can help you find the best high-conversion keywords for your sector.

Developing Your Offer with a Robust Conversion Funnel

One of the most efficient methods of ensuring higher conversion rates is developing your offer and creating a process that encourages users and visitors to complete the desired task. Whether you want to encourage regular website visitors to become paying customers or get new visitors, new registered members, or subscribers, this process is known as the conversion funnel.

A sales funnel is comprised of four stages whose end goal is for visitors to convert. Each stage brings a visitor closer to becoming a convert:

• Awareness: A visitor becomes aware of your product, brand, or service through advertising, social media posts, or word-of-mouth. Building robust ad campaigns can improve visitor awareness of your brand, helping make more people aware of your platform.
• Interest: Once a visitor knows of your brand, the next stage is to get them interested. Visitors will compare your offerings with their needs and problems to determine whether you offer the best solution. The most reliable way to increase interest is to use audience analytics tools to understand your visitors better and ensure your products and services match their needs.
• Decision: Although many visitors may be interested in your product, interest doesn’t necessarily guarantee a conversion. At this stage, they will look into the conditions. For example, when trying to secure a sale, potential customers at this stage will pay close attention to deals, pricing, and packages. Ensuring your conditions are as clearly defined as possible is crucial to bringing them to the next stage.
• Action: The final stage is whether or not a visitor decides to complete the task necessary to convert. Making the conversion process as easy and convenient as possible is critical. Overly complex conversion processes can instead drive visitors away and make them reconsider at the last moment.

Enhance Your Digital Properties with CodeFuel

While adopting the right strategies to get more website traffic and boost your conversion rates and obtain maximum ROI is necessary to ensure your business’s success, it can sometimes be challenging without expert assistance. CodeFuel’s team of digital marketing experts can help you analyze your business goals and find the best strategies to increase your website’s organic traffic and conversion rates. Contact us today to get started.

Maximize your revenue with Codefuel. Earn more conversions

FAQs

What do you mean by conversion rate?

The conversion rate is calculated with the percentage of conversions achieved divided by the number of total users or interactions. The calculated conversion rate provides an easy-to-read value that helps compare the number of users or total interactions with the number of conversions.

What does conversion rate mean in sales?

In the context of retail, eCommerce and web analytics, and other sectors where the primary business objective is increasing sales, a conversion represents a visitor that spent money and was converted into a customer. In this context, the conversion rate represents the percentage or actual number of visitors that became paying customers.

What is a 2% conversion rate?

A 2% conversion rate means that out of a given number of total visitors or a total number of interactions, 2% of them were converted. For instance, if an eCommerce platform were to record 20,000 visits and 400 sales in one month, its conversion rate would be 400 ÷ 20,000 = 0.02, or 2%.

How do you calculate conversion value?

To obtain the total number of conversions before calculating the conversion rate, define a period (e.g., one month) and count the number of successful conversions during that period. Ensure you compare the number of conversions with the number of total interactions within the same time period to calculate an accurate conversion rate.

Is a 3.5% conversion rate good?

A given conversion rate is the percentage of a high-performing website and its business in one industry, but if below average, it can be low performing in another. To check whether a 3.5% conversion rate is good, compare it with the median rates for your business sector. Conversion rates approaching or exceeding the median for your sector are typically considered good.

A buyer’s journey is usually not straightforward, and it’s difficult to track which of the marketing channels impacted the conversion. Learn all you need about attribution models and why they are essential marketing tools.

What is an Attribution Model?

Attribution models are a framework and set of rules that determine how to assign a result to a variable. The attribution is usually done by assigning a numeric value to each variable and computing a resulting score to find which variable had the major impact on the result.

Marketers use attribution models to understand how different channels and touchpoints contribute to each sale.

What is Marketing Attribution Modeling?

Let’s start by giving the marketing attribution modeling definition. Marketing attribution modeling is a method that helps marketers attribute conversions to the right marketing channels. Without an attribution model, marketers would be in the dark, trying to understand which touchpoints lead conversions and which don’t.

What is the purpose of attribution modeling?

Marketers can use a marketing attribution model to understand which parts of their marketing campaign drive the most sales-to-funnel leads and increase the chances for conversions. Marketers assign value to touchpoints at specific steps of the buyer’s journey, from searching for the product online to purchasing.

Types of Attribution Models in Marketing

So, let’s delve deeper into attribution models. There are several marketing attribution models, but we can categorize them into two types: single and multi-source.

We’ll explain more about the different types in the next section.

Single-touch models 

First-Touch Attribution Model,

Also called the first-interaction, or first-click attribution model, this model gives all the credit for the conversion to the first interaction the customer has with your business on the customer journey, where they make a purchase.

When should you use this model? When you want to know what catches a new lead’s attention at the top of the funnel.

This attribution model identifies what makes your customers tick. For example, how your search or display ads campaigns are performing. Businesses with short sales cycles or that want to create brand awareness may benefit from this model.

Pros and Cons of First Touch Attribution

Last-Touch Attribution Model,

The last touch attribution, also known as the qualified lead model, credits the sale to the customer’s last interaction with your business before purchasing. This model is called “last click attribution” or “last interaction attribution.” Because it is simple to quantify, most platforms, including Google Analytics, use it.

When should you use Last Touch Attribution? When you want to know which marketing campaign, techniques, or channels drive your customers to action. This model can be effective for organizations with short sales cycles with few steps before conversion.

Pros and Cons of Last Touch Attribution

Lead creation model

This attribution model gives the credit of the sales to the moment when a prospect becomes a lead. This turning point is where a prospect takes an action that leads to a purchase, such as completing a form.

When should you use Lead Creation attribution?: When you want to understand what is the activity that is turning your prospect into a potential customer.

Pros and Cons of Lead Creation Attribution

Last non-direct click model

This attribution model differentiates between direct and non-direct touchpoints, giving the credit for the sale to the last non-direct interaction. What is non-direct traffic? For example, the one driven to your website from another site. This includes email campaigns, Twitter posts, or influencer marketing.

When should you use Last non-direct touch attribution? When you want to understand which of your indirect traffic is influencing sales.

Pros and Cons of Last Non-Direct Click Attribution

Last  <most important> touch model 

This model is different from others because it is customizable. Last <most important channel> touch attribution model gives the credit for the sale to the last touchpoint of any specific channel. This means you choose which channel to measure for all the sales.

When should you use Last <most important channel> model? When you prioritize a channel over the others and want to measure it.

Pros and Cons of Last <most important> touch model

Multi-Touch Attribution Models

Even-weight or Linear

This model divides the credit for the sale equally among all the touchpoints in a customer’s journey. For example, if there are four touchpoints in the consumer journey, each of these points gets 20% of the credit for the sale.

Let’s say a customer finds your organization on social media and signs on the mailing list. Later, the customer goes to your website and makes a purchase. Since there are three steps on this sale, each one has a conversion credit of 33%, and the number of touchpoints splits the value of the purchase.

When should you use linear attribution? When you want a more balanced insight into your client’s marketing strategy.

Pros and Cons of Even-weight or Linear Model

Time-decay 

This model assigns credit for the sale to each of the touchpoints and, in this way, is similar to the linear attribution. The difference is that assigns more relevance to the most recent touchpoints and the earlier interactions are assigned less weight.

When should you use Time-decay attribution model? When you want to consider when the interactions occurred and have the credit spread more evenly.

Pros and Cons of Time-decay attribution model

U-Shaped Attribution  

Also called the Position Attribution model, it credits conversions by giving more importance to the first and last touch point in the customer’s journey, distributing the rest evenly among other touchpoints.

For example, a customer arrives at your site through a search ad. They later view your Instagram bio and sign up to receive email marketing. Later, the customer clicks on a newsletter CTA. The initial response to the search ad and then click on the newsletter CTA each receive 40% of the credit for the conversion. The Instagram and the sign-up receive 10%.

When should you use U-Shaped attribution? When your goals include brand awareness and conversions. It gives a more accurate picture than other models.

Pros and Cons of U-Shaped attribution

W-Shaped Attribution

This model splits the credit between the first touch, last touch, and qualified lead milestone. These points receive a third of the credit for the sale, while the rest of the credit is spread among the other touchpoints.

When should you use a W-Shaped attribution model? This model works well for B2B organizations that have a clear funnel. You will learn how the channels connect with each other and how touchpoints help buyers at each stage of the funnel.

Pros and Cons of W-Shaped Attribution

Z-Shaped Attribution

This attribution model gives credit to all touchpoints in the buyer’s journey. It works similarly to a position-based model by deciding how much credit should you assign to each touchpoint depending on its position in the sales cycle.

The model chooses the four most important touchpoints in the buyer’s journey and assigns each one 22.5% of the credit, and the remaining 10% is split equally amongst the remaining touchpoints.

When should you use a Z-shaped attribution model?  This model works well for companies with long sales cycles where customers must be guided along the way.

Pros and Cons of Z-shaped attribution model

Machine learning

Also called data-driven attribution models, uses the organization’s historical data to create the rules by which they assign credit to each of the marketing touchpoints. According to this model, each touchpoint’s value is determined based on its performance through several campaigns.

Cross-Channel Attribution Model

This model is based on multi-touch attribution. The model gives credit to the channels the customer interacts too but leaves out the touchpoints within these channels. For example, it might include a display ad but not a specific social media post. This model works best for organizations with multiple marketing channels where there is no clear overproducing channel.

View-Through Attribution Model

This model works primarily with ads and credits conversions to ad impressions, even if the conversion doesn’t follow immediately. Marketers use VTA to show that a specific impression leads to an eventual conversion. View-through attribution is also known as impression tracking. This model helps marketers acknowledge the impact of advertising on a conversion.

Custom Single or Multi-Touch Model

Maybe none of the above fits your organization. Here, consider using a custom attribution model. This model will fit your rules, and you can combine the benefits of different models and create one that works with your organization.

Examples of attribution models

Let’s understand how it works with examples. Customers X and Y come to your website looking for a product you sell, but they have different journeys:

Customer X

Converts straight away in one step. They come to your website knowing what they want, click on it, and buy it. Easy.

Customer Y

They may have a different buyer’s journey. Let’s say they found out about an ad about your product, looked for reviews on social media, went to your company’s website, looked at testimonials, and then bought the product.

Customer Y’s journey involved several touchpoints, while Customer X’s journey involved very few, if any. 

If you want to understand which touchpoints create conversions, you have a few options here.

You can assign relevance to the last touchpoint before the sale. But when you do that, you miss all the others that influenced the customer to purchase. Or you can assign relevance to the first interaction or distribute the relevance among all the touch points.

What are the touchpoints, the purpose and why attribution modeling is important? 

When you assign credit to your marketing channels and touchpoints, you can increase your chances of conversions. Other benefits of using attribution models:

• You can identify where you need to improve the buyer’s journey
• Detect the ROI for each channel or touchpoint
• Understand the most effective ways to invest your budget 
• Adjust your marketing campaign to improve conversions.

What is the most common attribution model?

The last Touch attribution model is the most common. It is used as a default for Google Analytics reports. The first touch attribution follows closely in popularity because of its simplicity.

Machine learning and cross-channel attribution models are increasingly popular because of their accuracy.

Attribution Modeling Tools

There are numerous tools available to help with marketing attribution modeling. Here are three examples:

1. CallRail

It is a marketing analytics platform with several features that helps you analyze call data, including attribution modeling. Attribution modeling can help you understand how every marketing touchpoint impacts a phone conversation with a prospect. It may help you check the sources that lead to the greatest number of calls.

2. Attribution

This enterprise multi-touch attribution tool can give you clear visibility into your marketing touchpoints and how they impact your customer’s journey. This tool automation feature lets you collect and analyze data by integrating with ad software, CRM platform, and other marketing tools.

3. Wicked Reports

It is a multi-channel attribution software for marketers. This useful tool helps you calculate the ROI for every channel, ad, and campaign. Wicked reports help adjust the attribution models according to your campaign goals and provide in-depth and accurate data.

How to find attribution model reports in Google Analytics 4. 

GA4 is a new set of Google Analytics reports and data. Google Analytics 4 displays the following features:

• It collects website and app data to understand the customer journey
• Uses event-based data
• Includes privacy controls and predictive capabilities
• It integrates directly with media platforms.

One of the tools available for Google Analytics is the Multi-Channel Funnels Model Comparison Tool. This tool helps you compare how different attribution models affect your marketing channels.

You can use the Model Comparison tool to create your custom attribution model. This means you can customize models to adjust specifically to what you want to evaluate in the conversion path.  You can learn in-depth how the Model Comparison Tool works in the Google documentation.

Let’s give an example of how model comparison in GA4 works:

• On the left-hand menu, click Advertising.
• In the display menu, go to Attribution, then choose Model Comparison.

Google will consider all conversion events in the last 28 days, but you can select the date range and conversion event you want to measure.

Google lets you filter by campaign, geographic location, or device. You can also select which dimension you can report.

How to use attribution models in marketing

Collect attribution model based analytics and customer data

There are several analytics and data sources you can check in order to gain more. For example, Google Analytics multi-Channel Funnel gives you different reports according to what you want to know:

• Assisted conversions
• Top conversion paths
• Time lag report
• Path length report
• Model comparison tool
• ROI analysis
• Model explorer

How do you know which analytics and touchpoints you need? That’s why, when starting attribution models, you first need to map your customer journey.

Use the Data

Next,  you should map the customer data sources and customer data platform (CDP), especially if you have first-party data. Some data sources may include:

• Data from real-time customer interactions
• Product data
• Mobile data
• Point of sale data
• Customer support data
• Behavioral, web browsing, and behavioral data

Map your customer journey

Understanding the path your customer takes, from searching for your product to purchase, and what influences it, is critical to measure attributions. Some questions you can ask are:

• How long is the customer journey from prospect to customer? How many stages are they?
• Map all channels you use to reach customers.
• Check in what channels you spend the most of your marketing budget.
• How long do your prospects stay at each stage in the customer journey?

In particular, you should pay attention to the following points in your customer journey:

• How they become aware of your brand
• What makes them return to buy
• What makes them decide to purchase

Use an Attribution Tool

There are several attribution tools available in the market, and as the market evolves, more are added every year. How do you choose the right tool for your business? 

• Supports multiple attribution models: Choosing a tool that supports multiple attribution models gives you the flexibility to change your approach if needed.
• Integrates multiple data sources: if you work with single-touch attribution, choose a tool that can integrate many customer data sources.
• Supports multi-touch attribution: If, on the other hand, a multi-touch attribution model is better for assessing the effectiveness of marketing points, you need a tool that supports multi-touch attribution.

When you find the right tool, connect your data sources and start viewing and analyzing the effectiveness of your marketing efforts.

Limitation of attribution models in marketing

For all the benefits of marketing attribution models, they have some challenges and limitations:

• They don’t credit immeasurable factors, for example, offline marketing.
• Marketing attribution models don’t credit organic behavior for ad campaigns.
• Models divide credit among different touchpoints, but most don’t give the true ROI.
• It can be difficult for marketers to ensure the right touchpoints get the right amount of credit.
• It may be challenging to find every touchpoint in the customer journey, so it is important to have a strategy beforehand.

How do you choose the right attribution model for your business? 

A wide variety of attribution model types enables you to adjust your strategy to your goals. With so many different models, it is challenging to understand which one is the best for you. Here are several things to consider while choosing your model:

• How long is your sales cycle and funnel: Some attribution models work better with short cycles, while others work better with long cycles.
• What is your customer’s journey map and touchpoints: How many stages and touchpoints do you have in the customer’s journey? Also, which channels are you using to target each touchpoint?
• Your is your brand’s goals: The goal of your brand’s campaign will define the channels you use and the attribution models you use.

Example

Let’s say a handbag company wants to know more about how its customers reacted to a recent social media campaign. Their sales cycle is short, and there are not a lot of customer touchpoints, social media posts, a website, or a landing page. The company’s goal is to drive sales, and they do it by promoting on social media. This brand may benefit from a single source attribution model, first or last touch.

A brand with a multichannel strategy may benefit from multi-touch models.

Take time to evaluate the attribution model.

Once you choose an attribution model to use, test it.  For instance, you may want to test if your customers come to your brand through organic search. Also, when using an attribution model, remember to account for offline touchpoints as well as online touchpoints.

For instance, you can measure foot traffic, point of sale surveys, or track calls.

Regardless of the model you choose, test it for accuracy and how it aligns with your campaign goals—common mistakes to avoid with marketing attribution.

When starting with attribution models, it is easy to commit mistakes. Here are four of the most common. 

• Overreliance on the last-click attribution: It is easy to go to the last-click attribution model. However, if you follow this simplistic view, you may miss essential touchpoints.
•  Not using all available data:  Try to collect data from as many sources as you can. That way, you can get insights about marketing strategy, which channels are performing better, and which touchpoints are most successful.
• Staying with basic attribution models: As your company grows, you must adjust your models and add more channels.
• Not aligning the model with your brand goals: confirm your business goals before picking an attribution model. Once you pick one model, test it to check if it aligns with your goals.

Attribution modeling with Codefuel

CodeFuel helps publishers with attribution with CodeFuel Center. The platform allows publishers to gain actionable insights, improve their strategy and increase revenue.

What’s in CodeFuel Center?

• The Data and Analytics Dashboard – Presents real-time insights for traffic optimization.
• Pre-defined performance reports
• Customizable analytics – You can customize reports with new filters and metrics.
• Dedicated section My Reports – Publishers helps you access previous data and manage saved reports.

CodeFuel publishers maximize their revenue and have a clear understanding of their attribution. Learn more about how CodeFuel helps by contacting us. 

FAQs

How to get started with marketing attribution?

Start by understanding what you want to measure. Map the customer journey and the touchpoints. How many stages are there, and what are channels that you use at every stage?

What is the attribution model in marketing?

The attribution model in marketing is a method that helps marketers understand how every touchpoint and channel affects the conversion. When you assign credit to your marketing channels and touchpoints, you can understand which areas of the buyer’s journey you can improve, the ROI for each touchpoint or channel, and adjust your strategy and marketing budget accordingly.

What is multi-source marketing attribution?

In these models, each channel gets credit for the conversion. How much? This will depend on the type of multi-touch attribution model. Some give the most credit to the first and second to last contribution; others spread the credit evenly.

What is single-source marketing attribution?

These models give all the credit for the conversion to a single touchpoint. Usually, they assign it to the first or last touchpoint. First touch attribution assigns all the credit for the conversion to the first interaction of the lead with the brand. Last touch attribution, however, assigns all the credit for the conversion to the last touchpoint before the purchase.

What are the best marketing attribution models?

There is no “best” attribution model but “best for your campaign and goals.” Some attribution models, however, are more accurate than others.

Data-driven, called Cros-Channel Linnear, assigns credit based on how each touchpoint impacts the probability of conversions. The advantage of this model is that it can calculate the exact contribution of a touchpoint for every conversion.  Google Analytics’ new tool, GA4, enables you to see how the performance changes according to the attribution model you use.

What is an attribution model in google analytics?

Google Analytics has its own way of determining how to credit touchpoints for sales. Because there are different attribution models, Google has a Multi-Channel Funnels Model Comparison Tool that helps you compare different attribution models and their impact on evaluating your marketing channels. The conversion value will vary according o the attribution model you use.

If you run an eCommerce platform, you may already know that, on average, only a small percentage of visitors on your site, app, or digital property clear the conversion funnel and complete a purchase.

While there are many ways to boost your conversion rates and improve sales, retargeting is one of the most efficient. It provides opportunities to reach previous visitors and convince them to return and convert.

Discover what retargeting can do for your eCommerce business, and find out about today’s most successful platforms to make retargeting visitors boost your conversion rates and grow your business.

What is a Retargeting Platform?

Retargeting is a marketing strategy aimed at previous visitors to a website, application, or other digital property, such as an eCommerce business. Retargeting gives these businesses a chance to reach potential customers and secure a conversion after an initial visit didn’t result in a sale.

A company looking to conduct a retargeting ad campaign needs a dedicated retargeting advertising platform. first They contain features and functionality designed to retain information about previous visitors and display targeted ads, typically based on the products and services these visitors browsed during their initial visit.

A retargeting ad campaign is generally Pay-Per-Click (PPC), making it one of the many aspects of PPC advertising.

Most retargeting platforms use browser cookies to acquire visitor information, such as product pages visited, interests, and other elements of the visitor’s online activity.

Why eCommerce Businesses Need Retargeting Platforms

According to a 2022 WebSell study, the average conversion rate for global eCommerce platforms is 4-5%. This shows that 95% to 96% of an average eCommerce site’s visitors do not complete a purchase before ending their session.

Understanding why visitors leave before completing a conversion and improving your site to encourage additional conversions is an essential aspect of Conversion Rate Optimization (CRO). Retargeting is one of the many CRO tools available to boost conversion rates and improve your return on investment (ROI).

Retargeting platforms are essential for eCommerce marketers because they come with numerous tools, options, and features necessary to start a retargeting ad campaign. These platforms can also help you launch multiple types of retargeting ad campaigns.

While retargeting ads can take on various forms (video ads, static ads, dynamic ads, shopping result ads, email offers, etc.), they are typically inexpensive, cost-efficient, and highly personalized.

Top 5 Best Retargeting Platforms You Can Run Ads On

Although eCommerce business owners and marketers can choose from many retargeting platforms, these five solutions rank among the highest-performing and best suited for developing an effective retargeting plan.

1. MailChimp

MailChimp is a retargeting platform specializing in email marketing. The platform’s dashboard is intuitive, easy to use, and packed with numerous features to help marketers and eCommerce site owners create efficient retargeting campaigns.

As an email marketing and retargeting platform, MailChimp is ideally suited for eCommerce platforms that have integrated email into their marketing strategy. The platform is designed to collect customer data and email addresses, making it most efficient for retargeting customers with a registered account.

Once MailChimp has collected data on a registered member, the platform detects whether they have started the conversion process but abandoned it before completing a purchase. If it does, MailChimp will notify the member by emailing them at the address they used to sign up.

For example, if a potential customer has abandoned a shopping cart, MailChimp will email them and display a reminder of the cart’s contents, inviting them to resume shopping.

2. Criteo

Criteo is a dedicated multipurpose PPC platform that serves over 18,000 worldwide clients. This platform allows marketers and eCommerce business owners to launch advertising and retargeting campaigns, centering all relevant functions in one place.

Criteo’s advertising and retargeting functions can fully utilize your customer data and are supported by advanced technologies such as machine learning (ML) and artificial intelligence (AI).

Like many other retargeting and remarketing platforms, Criteo’s retargeting and remarketing campaigns function by embedding customized code on your site. However, unlike standard retargeting platforms, Criteo uses an AI-powered engine to monitor customer engagement and activities, using the data to recommend relevant products through dynamic ads.

3. Perfect Audience

Perfect Audience is a fully dedicated retargeting platform with multiple integrations and a focus on multi-channel marketing. This platform allows marketers and eCommerce managers to manage all their retargeting ad campaigns from a single dashboard, including web, mobile, and Facebook campaigns.

Perfect Audience’s dashboard also lets you launch cross-device, dynamic retargeting campaigns, ensuring you reach users regardless of their devices to visit your eCommerce digital property.

Perfect Audience is committed to providing its clients maximum peace of mind with an array of convenient features, such as an easy-to-use platform, no setup fees, no minimum ad spend, and an extensive knowledge base for newcomers. The analytics suite is fully detailed, updates automatically every two hours, and can email you reports and notifications at predefined times.

4. Meteora

Many eCommerce retargeting platforms are primarily aimed at online businesses operating on a large scale, sometimes offering features or functions that aren’t adapted for local marketing. Meteora is a Texas-based retargeting platform that aims to provide marketers and eCommerce business managers with a local retargeting solution. This approach makes it possible to reach visitors based on the real-life stores and physical locations they previously entered.

Meteora employs a technology known as geofencing, which targets potential customers within a pre-defined geographic area. Geographically-centered retargeting campaigns, sometimes called geofencing ads or geo-retargeting, are efficient solutions to help you boost sales and foot traffic to physical locations.

The platform primarily leverages mobile data to power retargeting campaigns, such as cell phone GPS or Wi-Fi-based location data.

5. AdRoll

AdRoll is one of the most popular remarketing and social media retargeting platforms. It is also one of the oldest and longest-established, with over 15 years of industry experience serving over 15,000 clients.

AdRoll is primarily intended for marketers and digital property owners looking for a comprehensive all-in-one solution. It features a single dashboard for all aspects of their marketing and retargeting plans. For instance, AdRoll’s dashboard lets you start new ad campaigns and remarketing campaigns, configure targeting parameters, and customize ad creatives from a single point.

The platform supports a wide range of retargeting options for custom audiences, such as contextual targeting (displays ads and showcases your brand next to relevant content), demographic targeting (displays ads to audiences based on demographic data, such as age, gender, or revenue), and behavioral targeting (displays ads to audiences based on the products they previously viewed).

Retargeting Ads You Can Use to Boost Revenue

Regardless of the platform you use for your retargeting efforts, it is critical to know about the different types of retargeting ads and how they can help you reacquire site visitors to ensure they complete a conversion. Here are six of the most efficient retargeting campaigns marketers can use to boost eCommerce conversion rates.

• Site retargeting: This type of campaign is the most common form of retargeting. While it primarily targets users that have already returned to your website, it uses data collected on the user’s previous visit to display relevant ads and encourage them to complete a purchase.
• Email retargeting: Email retargeting ads leverage emails to re-engage leads, allowing you to reach potential customers directly from their inboxes. This method is most suitable for eCommerce sites that already include email in their marketing or have access to user email addresses, such as user accounts.
• Engagement retargeting: Although it is a less-used retargeting ad campaign type, engagement retargeting allows you to target potential customers based on the social media content they interacted with (e.g., posts they liked on Facebook).
• Search retargeting: Search retargeting employs a user’s browsing history and search engine data to determine their intent to purchase and the most relevant products to display.

• Creative asset retargeting: Creative asset retargeting, also called click creative retargeting, is a unique retargeting ad campaign type that primarily targets users that clicked or interacted with your ads in the past 60 days.
• Cross-channel retargeting: Cross-channel retargeting leverages data from all of the devices used by your audience, including desktop, mobile, and connected TV (CTV). Cross-channel ads let marketers and eCommerce site owners keep their brand at the forefront, maximizing engagement rates.

Maximize Your Conversion Rates and Boost Sales with CodeFuel

Whether you are looking to optimize your existing customer base, prospect new businesses, or enhance the effectiveness of your advertising and retargeting strategies, CodeFuel’s team can help. Our digital marketing experts can review your eCommerce platform’s current performance and help you create and optimize the best marketing, dynamic remarketing, and retargeting strategies for your needs. Contact us today to get started.

FAQs

What is an example of retargeting?

A typical example of a retargeting scenario on an eCommerce platform involves a customer visiting the site, browsing specific products, and adding them to the virtual shopping cart. However, for one reason or another, the customer does not complete the purchase and exits the site before payment. This situation is a typical example of an abandoned cart scenario.

Retargeting lets you notify the user, remind them of the cart’s contents, and encourage them to complete their shopping. The retargeting method used depends on the campaign and strategy. For example, email retargeting sends an email to the customer after a set timeframe. In contrast, site targeting opens a notification to show the cart’s contents when the user returns to the eCommerce site.

What platforms can you retarget on?

There are numerous platforms marketers can use to retarget customers. Most fall into two categories: all-in-one marketing platforms and dedicated retargeting platforms.

• All-in-one marketing platforms are large, fully-featured digital software solutions that include retargeting options but are primarily used to manage all aspects of the site’s marketing activity.
• Dedicated retargeting platforms are smaller but more focused software containing fewer functions than an all-in-one platform. They typically only include the necessary tools and functionality to launch and manage a retargeting ad campaign.

Which is the best retargeting campaign for eCommerce conversions?

There is no single best campaign type to improve your eCommerce digital property’s conversion rates. The best campaign for your strategy depends on your business objectives, how your users engage with your site or brand, and where you display your ads.

Does Google do retargeting?

Google Ads offers retargeting features through its Google Remarketing function. It allows you to add website visitors and app users to remarketing lists, then create ad campaigns using these lists as your target audience.

Does retargeting work?

A properly adjusted retargeting ad campaign launched from a powerful platform is one of the most effective solutions to boost conversion rates and increase your campaign’s ROI.

According to data compiled by Siteefy, retargeting ads experience ten times higher click-through rates than standard ads and boost online sales by approximately 20%, resulting in an efficiency rate exceeding 1,000%.

How do I create a retargeting ad campaign?

The retargeting ad campaign creation process varies depending on the platform you choose. For instance, creating a retargeting campaign on Facebook requires you to create a list of contacts, feed them through Facebook Audience Manager, and segment your ads for a tailored audience. In this case, your target audience is the users you want to retarget.

Once you have launched your retargeting ad campaign, managing it should be no different than any other campaign.